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Conversion 101:
Optimizing Landing Pages & Sales Funnels
        Karen Wood, Sr. Product Marketing Mgr., Webtrends
  Kirk Ramble, Principal Optimization Consultant, Webtrends
Agenda
•    Guessing game: who knows best?
•    A case for landing page optimization
•    Deciding what, when, how to test
•    Overcoming optimization challenges
•    After the landing page: what next?
•    Winners: Did you guess right?
Sharpen your pencils. It’s…

QUIZ TIME!
Instruc.ons:	
  Please	
  enter	
  your	
  name	
  and	
  circle	
  the	
  le2er	
  
corresponding	
  to	
  the	
  version	
  you	
  think	
  is	
  the	
  Op8mal.	
  	
  


TEST	
  #1	
                                                       Name:
TEST	
  #2	
                                                        Email:
TEST	
  #3	
  
TEST	
  #4	
  
TEST	
  #5	
  
TEST	
  #6	
  
TEST	
  #7	
  
Test #1: Travel
                                         Increase Views of Special Offers




© 2011 Webtrends, All Rights Reserved.                                      |5
Test #2: Auto
                                         Increase Requests for Information




© 2011 Webtrends, All Rights Reserved.                                       |6
Test #3: Auto Insurance

             Increase Click Rate to Next Step




© 2011 Webtrends, All Rights Reserved.                 |7
Test #4: Travel
                                             Increase Bookings




© 2011 Webtrends, All Rights Reserved.                           |8
Test #5: Mobile

                                           Increase Click Rate to Cart




© 2011 Webtrends, All Rights Reserved.                                   |9
Test #6: Travel
                                          Increase Search Rate within Site




© 2011 Webtrends, All Rights Reserved.                                       | 10
Test #7: Retail
                                         Increase Click Rate to Next Step in Checkout




© 2011 Webtrends, All Rights Reserved.                                                  | 11
What’s a landing page?

THE MANY FACES OF
LANDING PAGE OPTIMIZATION
“Landing Pages” Take Many Forms
“Landing Page Optimization”
    Means Many Things
What’s a Landing Page for?
       Conversion.
There Can Be Many Conversion
      Drivers on a Page
There Are Conversion Drivers Across
            the Funnel
Low Hanging Fruit

START WITH LANDING PAGES
Simple to Test
Less Political




Fewer Internal Stakeholders
Outside IT’s Domain
Take Chances & Learn
Putting Optimization Into Practice

TOP FIVE CHALLENGES
Reality: Optimization Is a Priority




Optimization = $
Reality: Optimization Rarely Decides




 No Optimization = ?
A Experienced Testing Team
     Bridges the Gap
Challenge #1: Time
•    Test planning
•    Simultaneous tests
•    Ongoing testing
•    Test completion
Challenge #2: Resources
•    Test planning
•    Technical
•    Design
•    QA
•    Interpreting
     results
Challenge #3: Expertise
•    Which variables to test?
•    MVT vs. AB/n vs…?
•    Statistical validity?
•    Levels of
     confidence?
Challenge #4: Budget
•  Getting more ROI?
•  Increasing revenue?
•  Improving customer experience?
Challenge #5: Technology
•    Deploying the JavaScript code
•    QA-ing the environment
•    Multiple domains
•    Security
•    Compliance
Best Practices

TOP FIVE LANDING PAGE TIPS
1. Choose the Right Landing Page
•    Least amount of clutter
•    Clearest call to action
•    Highly focused sales path
•    No conversion distractions
•    Lots of traffic
2. Know Your Metrics
•  Choose the right metrics
  –  Follow the money
  –  What is a conversion
     worth?
•  Understand your
   baseline
3. Test Effective Page Elements
•    Where is focus of page?
•    Where should customer look?
•    Where is possible friction?
•    Where are the interactions?
•    Test big, test simple.
4. Align Roadmap to Business Goals



         Test Idea
         Test Idea
                     Test    Knowledge
         Test Idea
         Test Idea
5. Develop a Hypothesis
•  If I do this, then that will happen.



    Test content         Conversion event




•  Spend your time:
  –  80% defining what you want to learn
  –  20% developing test content
Stop there? No!

BEYOND LANDING PAGES
Test Across Your Buy Flows
Test on High Value Pages
Go Beyond the Desktop
Did You Guess Correctly?

QUIZ RESULTS
Engage 2013 - Landing Page Optimization
Test #1: Travel
                                         Increase Views of Special Offers




© 2011 Webtrends, All Rights Reserved.                                      | 44
Test #1: Travel
                                         Increase Views of Special Offers


                                               +9.9%
                                                Lift




© 2011 Webtrends, All Rights Reserved.                                      | 45
Test #2: Auto
                                         Increase Requests for Information




© 2011 Webtrends, All Rights Reserved.                                       | 46
Test #2: Auto
                                         Increase Requests for Information
                                                                             +158%
                                                                               Lift




© 2011 Webtrends, All Rights Reserved.                                          | 47
Test #3: Auto Insurance

             Increase Click Rate to Next Step




© 2011 Webtrends, All Rights Reserved.                 | 48
Test #3: Auto Insurance

             Increase Click Rate to Next Step




                                                     WIN NER
                                              CL EAR
                                         NO



© 2011 Webtrends, All Rights Reserved.                         | 49
Test #4: Travel
                                             Increase Bookings




© 2011 Webtrends, All Rights Reserved.                           | 50
Test #4: Travel
                                             Increase Bookings


                                                                 Optimal




© 2011 Webtrends, All Rights Reserved.                                     | 51
Test #5: Mobile

                                           Increase Click Rate to Cart




© 2011 Webtrends, All Rights Reserved.                                   | 52
Test #5: Mobile

                                           Increase Click Rate to Cart




                                                                         +50%
                                                                          Lift




© 2011 Webtrends, All Rights Reserved.                                      | 53
Test #6: Travel
                                          Increase Search Rate within Site




© 2011 Webtrends, All Rights Reserved.                                       | 54
Test #6: Travel
                                          Increase Search Rate within Site

          +4.0%
           Lift




© 2011 Webtrends, All Rights Reserved.                                       | 55
Test #7: Retail
                                         Increase Click Rate to Next Step in Checkout




© 2011 Webtrends, All Rights Reserved.                                                  | 56
Test #7: Retail
                                         Increase Click Rate to Next Step in Checkout


                                                                                        +1.4%
                                                                                         Lift




© 2011 Webtrends, All Rights Reserved.                                                   | 57
Test #7: Retail
                                         Increase Click Rate to Next Step in Checkout


                                                                                        +8.4%
                                                                                         Lift




© 2011 Webtrends, All Rights Reserved.                                                   | 58
Top 5 Take-Aways
•    Don’t let obstacles get in the way
•    Start with landing pages
•    Take chances; test big
•    Plan before you test
•    Test beyond landing pages
FREE LPO Benchmark Report from
       Marketing Sherpa
•  $447 Value
•  FREE from Webtrends
Sessions You Must See
•  Wed @ 3:30pm: Driving Conversion with
   Performance Marketing
   –  Kirk Ramble, Principal Optimization Consultant, Webtrends
•  Wed @ 11: Building a Program: Deciding What to
   Test First and What to Test Next
   –  Tom Waterfall, Directory Optimize Strategy, Webtrends
   –  Frans Poldervaart, Web Analytics Mgr, KLM
•  Wed @3:50: Targeting: Identifying Opportunities,
   Segmenting Visitors, and Delivering Optimal
   Content
   –  Jason Miller, CTO of Technology, Motorcycle Superstore
   –  Allen Miller, UI/UX Mgr., Motorcycle Superstore
   –  Jay Sahourieh, Director of Optimize Sales, Webtrends
Rate
 Session
   &
Speakers/
Panelists
Thank You
 Karen Wood, Sr. Product Marketing Manager
Kirk Ramble, Principal Optimization Consultant
                 Webtrends



              karen.wood@webtrends.com
              kirk.ramble@webtrends.com
                  blogs.webtrends.com
Engage 2013 - Landing Page Optimization

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Engage 2013 - Landing Page Optimization

  • 1. Conversion 101: Optimizing Landing Pages & Sales Funnels Karen Wood, Sr. Product Marketing Mgr., Webtrends Kirk Ramble, Principal Optimization Consultant, Webtrends
  • 2. Agenda •  Guessing game: who knows best? •  A case for landing page optimization •  Deciding what, when, how to test •  Overcoming optimization challenges •  After the landing page: what next? •  Winners: Did you guess right?
  • 3. Sharpen your pencils. It’s… QUIZ TIME!
  • 4. Instruc.ons:  Please  enter  your  name  and  circle  the  le2er   corresponding  to  the  version  you  think  is  the  Op8mal.     TEST  #1   Name: TEST  #2   Email: TEST  #3   TEST  #4   TEST  #5   TEST  #6   TEST  #7  
  • 5. Test #1: Travel Increase Views of Special Offers © 2011 Webtrends, All Rights Reserved. |5
  • 6. Test #2: Auto Increase Requests for Information © 2011 Webtrends, All Rights Reserved. |6
  • 7. Test #3: Auto Insurance Increase Click Rate to Next Step © 2011 Webtrends, All Rights Reserved. |7
  • 8. Test #4: Travel Increase Bookings © 2011 Webtrends, All Rights Reserved. |8
  • 9. Test #5: Mobile Increase Click Rate to Cart © 2011 Webtrends, All Rights Reserved. |9
  • 10. Test #6: Travel Increase Search Rate within Site © 2011 Webtrends, All Rights Reserved. | 10
  • 11. Test #7: Retail Increase Click Rate to Next Step in Checkout © 2011 Webtrends, All Rights Reserved. | 11
  • 12. What’s a landing page? THE MANY FACES OF LANDING PAGE OPTIMIZATION
  • 14. “Landing Page Optimization” Means Many Things
  • 15. What’s a Landing Page for? Conversion.
  • 16. There Can Be Many Conversion Drivers on a Page
  • 17. There Are Conversion Drivers Across the Funnel
  • 18. Low Hanging Fruit START WITH LANDING PAGES
  • 22. Take Chances & Learn
  • 23. Putting Optimization Into Practice TOP FIVE CHALLENGES
  • 24. Reality: Optimization Is a Priority Optimization = $
  • 25. Reality: Optimization Rarely Decides No Optimization = ?
  • 26. A Experienced Testing Team Bridges the Gap
  • 27. Challenge #1: Time •  Test planning •  Simultaneous tests •  Ongoing testing •  Test completion
  • 28. Challenge #2: Resources •  Test planning •  Technical •  Design •  QA •  Interpreting results
  • 29. Challenge #3: Expertise •  Which variables to test? •  MVT vs. AB/n vs…? •  Statistical validity? •  Levels of confidence?
  • 30. Challenge #4: Budget •  Getting more ROI? •  Increasing revenue? •  Improving customer experience?
  • 31. Challenge #5: Technology •  Deploying the JavaScript code •  QA-ing the environment •  Multiple domains •  Security •  Compliance
  • 32. Best Practices TOP FIVE LANDING PAGE TIPS
  • 33. 1. Choose the Right Landing Page •  Least amount of clutter •  Clearest call to action •  Highly focused sales path •  No conversion distractions •  Lots of traffic
  • 34. 2. Know Your Metrics •  Choose the right metrics –  Follow the money –  What is a conversion worth? •  Understand your baseline
  • 35. 3. Test Effective Page Elements •  Where is focus of page? •  Where should customer look? •  Where is possible friction? •  Where are the interactions? •  Test big, test simple.
  • 36. 4. Align Roadmap to Business Goals Test Idea Test Idea Test Knowledge Test Idea Test Idea
  • 37. 5. Develop a Hypothesis •  If I do this, then that will happen. Test content Conversion event •  Spend your time: –  80% defining what you want to learn –  20% developing test content
  • 38. Stop there? No! BEYOND LANDING PAGES
  • 39. Test Across Your Buy Flows
  • 40. Test on High Value Pages
  • 41. Go Beyond the Desktop
  • 42. Did You Guess Correctly? QUIZ RESULTS
  • 44. Test #1: Travel Increase Views of Special Offers © 2011 Webtrends, All Rights Reserved. | 44
  • 45. Test #1: Travel Increase Views of Special Offers +9.9% Lift © 2011 Webtrends, All Rights Reserved. | 45
  • 46. Test #2: Auto Increase Requests for Information © 2011 Webtrends, All Rights Reserved. | 46
  • 47. Test #2: Auto Increase Requests for Information +158% Lift © 2011 Webtrends, All Rights Reserved. | 47
  • 48. Test #3: Auto Insurance Increase Click Rate to Next Step © 2011 Webtrends, All Rights Reserved. | 48
  • 49. Test #3: Auto Insurance Increase Click Rate to Next Step WIN NER CL EAR NO © 2011 Webtrends, All Rights Reserved. | 49
  • 50. Test #4: Travel Increase Bookings © 2011 Webtrends, All Rights Reserved. | 50
  • 51. Test #4: Travel Increase Bookings Optimal © 2011 Webtrends, All Rights Reserved. | 51
  • 52. Test #5: Mobile Increase Click Rate to Cart © 2011 Webtrends, All Rights Reserved. | 52
  • 53. Test #5: Mobile Increase Click Rate to Cart +50% Lift © 2011 Webtrends, All Rights Reserved. | 53
  • 54. Test #6: Travel Increase Search Rate within Site © 2011 Webtrends, All Rights Reserved. | 54
  • 55. Test #6: Travel Increase Search Rate within Site +4.0% Lift © 2011 Webtrends, All Rights Reserved. | 55
  • 56. Test #7: Retail Increase Click Rate to Next Step in Checkout © 2011 Webtrends, All Rights Reserved. | 56
  • 57. Test #7: Retail Increase Click Rate to Next Step in Checkout +1.4% Lift © 2011 Webtrends, All Rights Reserved. | 57
  • 58. Test #7: Retail Increase Click Rate to Next Step in Checkout +8.4% Lift © 2011 Webtrends, All Rights Reserved. | 58
  • 59. Top 5 Take-Aways •  Don’t let obstacles get in the way •  Start with landing pages •  Take chances; test big •  Plan before you test •  Test beyond landing pages
  • 60. FREE LPO Benchmark Report from Marketing Sherpa •  $447 Value •  FREE from Webtrends
  • 61. Sessions You Must See •  Wed @ 3:30pm: Driving Conversion with Performance Marketing –  Kirk Ramble, Principal Optimization Consultant, Webtrends •  Wed @ 11: Building a Program: Deciding What to Test First and What to Test Next –  Tom Waterfall, Directory Optimize Strategy, Webtrends –  Frans Poldervaart, Web Analytics Mgr, KLM •  Wed @3:50: Targeting: Identifying Opportunities, Segmenting Visitors, and Delivering Optimal Content –  Jason Miller, CTO of Technology, Motorcycle Superstore –  Allen Miller, UI/UX Mgr., Motorcycle Superstore –  Jay Sahourieh, Director of Optimize Sales, Webtrends
  • 62. Rate Session & Speakers/ Panelists
  • 63. Thank You Karen Wood, Sr. Product Marketing Manager Kirk Ramble, Principal Optimization Consultant Webtrends karen.wood@webtrends.com kirk.ramble@webtrends.com blogs.webtrends.com