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

13. “Landing Pages” Take Many Forms

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

19. Simple to Test

20. Less Political
Fewer Internal Stakeholders

21. Outside IT’s Domain

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