Marqui and Marketing Sherpa present on landing page testing and best practices.

1. Top 5 Tests to Raise Your
Landing Page Conversions
Stefan Tornquist
Research Director
Tim McAtee
Senior Analyst
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2. Practical Facts Not Opinion:
MarketingSherpa Methodology
MarketingSherpa research is gathered
from five sources:
1. Surveys of 237,000 marketers
2. Surveys of 25,000+ consumers
3. Lab tests and partnered research
4. “Best of” research from 650+ third party
organizations
5. Sherpa Case Studies – 800+
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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3. Landing Page Tests That Work
Best
Conversions
Holding
Better
steady
Worse
Tests Conducted
68.2% 12.0% 9.2%
PPC Search Dynamic Changes
62.9% 14.3% 9.8%
Registration forms tweaked
61.0% 14.1% 11.0%
Creative elements tested
Research Drawn From:
60.1% 13.6% 11.6%
SEO-landings optimized
56.2% 12.8% 7.9%
Mobile email clicks optimized?
20.9% 12.4% 20.2%
None of the above
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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4. #1. Dynamic Search Copy
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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5. #2. Registration Form Tests
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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6. 22%!
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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7. #3:Creative Elements
Creative Rule of Thumb:
Make eyeflow easier.
Research Drawn From:
Why do art directors love white type on a black background so much?
Is it because they don't read words on the page so they don't expect
anyone else to either? Unfortunately, conversions require more than
hip-looking graphics. Ok, sometimes hip graphics work.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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8. Eyeflow and Columns
60%
Email ad Search
50% 55%
48%
40%
30%
31%
20% 26%
22%
10%
13%
Research Drawn From:
1% 1% 0% 2% 0% 1%
0%
1 2 3 4 5 6
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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9. Eyeflow and Typeface
Hello and welcome to my lovely headline,
which might impress you tremendously except for the
fact that it's centered, so no one can read it .
Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40
won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online –
Verdana 10pt.
Oh and by the way, if your type is colored anything but black
(and blue for hotlinks) people will have a harder time reading
it. This is a Verdana 12, bigger than that used on most sites, in
a dark gray. Very popular in the blog world.
Research Drawn From:
Why do art directors love white type on a black background so much?
Is it because they don't read words on the page so they don't expect
anyone else to either? Unfortunately, conversions require more than
hip-looking graphics. Ok, sometimes hip graphics work.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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10. Eyeflow and Buttons
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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11. #4. Organic Search Landings
Optimized
Traffic from Search
Engines
To
Homepage
21%
To Interior
Research Drawn From: Pages
79%
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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12. Example SEO Campaign
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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13. Example SEO Landing Page
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 13

14. #5. Re-Design for Mobile
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 14

15. Mobile Version
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 15

16. If You Can Do Nothing Else…
Budget for Analytics and Testing
48% Can’t do any a/b testing
44% Can’t measure LP test results
40% Only test at launch & leave forever
16% Don’t share test results w/ agency
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 16

17. Scariest Data Point:
18% say
“No One Knows Our Landing Page
Results”
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 17

18. Biggest Tip: Measure Landing Pages
Based on Final KPIs (Not Interim Clicks)
Alternate LPs Tested August 2007
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 18

19. Results: Winner
Research Drawn From:
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 19

20. MarketingSherpa Second Edition
Landing Page Handbook
Download
your copy
instantly
(and we’ll Priority Mail you a printed-
and-bound copy within 24 hours)
For instant download plus printed copy:
http://2008LPH.MarketingSherpa.com
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21. For information and to buy the Email Marketer’s package: http://EmailSummitMarqui.MarketingSherpa.com
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22. Marqui is a Web Content
Management System that
provides the tools to make
custom landing pages as well
as track and measure results!

23. Budget for Analytics and Testing
What if you could:
• Make custom landing pages on the fly
• Test Landing page results
• Make it easier to A/B Split and Multivariate test
• Use Google Website Optimizer with Marqui– no JavaScript
required!

24. Test your landing pages with Multi-
Variations or A/B split.

25. To learn more contact us at:
Toll-free: 888.6MARQUI
(1.888.662.7784)
Email: sales [at] marqui.com

33. Thank You