A brief presentation of Landing Page Optimization using examples.

1. 1 By Anurag Kumar Landing Page Optimization

2. Landing page optimization (LPO) Part of conversion optimization, also called Conversion Rate Optimization (CRO) LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences With goal of improving the percentage of visitors to the website that become sales leads and customers 2

3. Example of Landing Page Optimization 3

4. Example of Landing Page Optimization 4

5. LPO based on targeting Associative content targeting rule-based optimization or passive targeting Search, geographical information, generic parameters Explicit non-research based consumer segmentation Predictive content targeting active targeting Prior purchase, demographic information, browsing pattern Consumer directed targeting social targeting Reviews, rating, tagging, referrals 5

6. Example of On-Site Behavioral Targeting 6 Before After

7. LPO based on experimentation Closed-ended experimentation Consumers are exposed to several variations of landing pages while their behavior is observed At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment Open-ended experimentation Similar to Closed-ended experimentation On-going Landing page is adjusted dynamically as the experiment results change 7

8. Experimentation-based landing page optimization A/B Testing testing of more than one version of a web page usually uniquely created and stand alone Multivariate Testing Testing different modules/containers of a web page Experience Testing change the entire site experience of the visitor 8

9. A/B Testing 9

10. A/B Testing Pro's of doing A/B Testing: Cheapest way of doing testing since existing resources and tools are used Con's of doing A/B Testing: It is difficult to control all the external factors hard to discern correlations between elements being tested 10

11. Multivariate Testing 11

12. Multivariate Testing 12

13. Multivariate Testing Existing Tools Free: Google Website Optimizer Paid: Offermatica, Optimost, and SiteSpect Pro's of doing Multivariate Testing: Application Service Provider (ASP) model Easy to implement It can be a continuous learning methodology Con's of doing Multivariate Testing: Need a clean pool of ideas that are sourced from known customer pain points or strategic business objectives. Website experiences for most sites are complex multi page affairs. Can only optimizing one page and cannot play a outsized role in final outcome, just the first step or two 13

14. Experience Testing Existing Tools ATG, Blue Martini Software Pro's of doing Experience Testing: Ability to test on your customers in their native environment Five to ten times more powerful results than any other methodology Con's of doing Experience Testing: Need a website platform that supports experience testing It takes longer than the other two methodology It takes more brain power 14

15. Marketing Experiments Conversion Sequence 15

16. What is Motivation? When we refer to motivation (m), we are thinking of the following two components: The nature of or reason(s) for the customer’s demand for the product Why is the customer looking for the product or service? The magnitude of the customer’s demand for the product How intense is the customer’s desire for the product or service? 16

17. 5 ways to gain insight on Motivation Look at site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.) Use the landing page that best matches the motivations of customers arriving via that channel Analyze order history Analyze your metrics to see what customers are most likely to buy Survey your customers, and ask them about their shopping experience 17

18. What is a Value Proposition? Determining the (v) for your site requires the following: You must differentiate your offer from competitors’ You may match a competitor on every dimension of value except one You need to excel at least one element of value 18

19. 5 ways to improve Value Proposition Headlines make it clear why a customer should try your product or shop with you Copywriting analyze your content for potentially substantial conversion gains Images ensure they are communicating your value proposition; if not, remove them Design test layout, fonts, colors and aesthetics for location and effectiveness Button text include a clear value, as this is likely the last element a customer sees on a page 19

20. What is Friction? A psychological resistance to a given element in the sales process Friction on a landing page can be broken down into length and difficulty of proceeding through the information 20

21. Examples Length Example: A form with 23 fields to complete. To get more people to complete the process, only ask for the data you need. Quality over quantity. Difficulty Example: A landing page with three columns of information and no clear way to proceed. To make next steps clear, analyze the page layout to ensure it is easy to scan and absorb. A landing page is intended to be about one product, one offer or one action—one value proposition 21

22. 5 ways to decrease unnecessary Friction Forms ask for the minimal amount of information, and use clear field labels Length display only enough detail to enable the customer to make a buying decision Distractions remove unnecessary navigation, secondary offers, banners, ads and promotions Content make it flow vertically down the page with cues (e.g., headings) not distractions Images use charts and graphics only where they communicate more effectively than text 22

23. What is Incentive? an appealing element introduced to stimulate a desired action Example: Discount Bonus 23

24. 3 ways to optimize incentives Look for high perceived value products that complement the primary product or service, for instance: Ink cartridges for printers (a few dollars invested but a retail value of $20-$30) Anything of value to your customers that you can get at a discounted price or rate Position them on the page where they are both in the primary eye path (e.g., sub-headlines) and in close proximity to the call to action (e.g., order forms, carts) right before they click Test, test, test to find the right incentive i.e., $5, $1 or free shipping 24

25. What is Anxiety? Quality of service Will they deliver on their promise? Reliability of the product Is there a warranty if it breaks? Security Is it safe to use my credit card on this site? Price Competitiveness and cost/benefit Could I get it for less elsewhere? Is it worth it? 25

26. 15 ways to help overcome anxiety External factors (what others say about you) Security seals (VeriSign) Credibility indicators (BBB, Trust-e, HACKERSAFE) Testimonials (categorized, sequenced and specific to cause of anxiety) Third-party ratings (PriceGrabber, Yahoo! Store) Internal factors (what you say about yourself) Copy Language (Spanish vs. English) Tone (match tone to buying decision) Personalization Signatures Images Colors and themes (matching look and feel of site to niche) Privacy policy Satisfaction guarantees About Us page Contact phone number (reassure that the company is legitimate, talk to an actual person) 26

27. Four common issues with landing pages Too-much text without any apparent order and layout Headline that doesn’t tell what your product or service does or, in other words, tangential headline Call-to-Action Lack of a single prominent call-to-action either there is none or there are too many Social Proof Lack of social proof or ROI proof who uses the service and what are the benefits 27

28. Issue #1: Too much text 28

29. Issue #2: Lack of descriptive headline 29

30. Issue #3: Lack of a single prominent call-to-action 30

31. Issue #4: Lack of social proof or ROI proof 31

32. References 32 Wikipedia (Landing page optimization) SiteSpect (Resources) Omniture (Resources)