The presentation discusses the impact of landing page optimization to marketing campaigns.

1. >
Landing
page
tes-ng
<
Smart
data
driven
marke-ng

2. >
Short
but
sharp
history
§ Datalicious
was
founded
in
late
2007
§ Strong
Omniture
web
analy-cs
history
§ 1
of
4
preferred
Omniture
partners
globally
§ Now
360
data
agency
with
specialist
team
§ Combina-on
of
analysts
and
developers
§ Carefully
selected
best
of
breed
partners
§ Driving
industry
best
prac-ce
(ADMA)
§ Turning
data
into
ac-onable
insights
§ Execu-ng
smart
data
driven
campaigns
November
2011
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Datalicious
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3. >
Smart
data
driven
marke-ng
“Using
data
to
widen
the
funnel”
Media
A;ribu-on
&
Modeling
Op-mise
channel
mix,
predict
sales
Targeted
Direct
Marke-ng
Increase
relevance,
reduce
churn
Tes-ng
&
Op-misa-on
Remove
barriers,
drive
sales
Boos-ng
ROI
November
2011
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Datalicious
Pty
Ltd
3

4. >
Clients
across
all
industries
November
2011
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Datalicious
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4

5. >
What
methods
work
best?
Google:
“econsultancy
tes-ng
buyers
guide”
November
2011
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Datalicious
Pty
Ltd
5

6. Don’t
reinvent
the
wheel
November
2011
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Datalicious
Pty
Ltd
6

7. November
2011
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Datalicious
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8. “landing
page
op-misa-on”
November
2011
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Datalicious
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Ltd
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9. The
holy
trinity
of
tes-ng
November
2011
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Datalicious
Pty
Ltd
9

10. >
The
holy
trinity
of
tes-ng
1.
The
headline
– Have
a
headline!
– Headline
should
be
concrete
– Headline
should
be
first
thing
visitors
look
at
2.
Call
to
ac-on
– Don’t
have
too
many
calls
to
ac-on
– Have
an
ac-onable
call
to
ac-on
– Have
a
big,
prominent,
visible
call
to
ac-on
3.
Social
proof
– Logos,
number
of
users,
tes-monials,
case
studies,
media
coverage,
etc
November
2011
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Datalicious
Pty
Ltd
10

11. >
Best
prac-ce
tes-ng
roadmap
§ Phase
#1:
A/B
test
– Test
the
same
landing
Element
#1:
Prominent
headline
page
content
in
completely
different
layouts
§ Phase
#2:
MV
test
Suppor-ng
Element
#2:
– Then
test
different
content
Call
to
ac-on
content
element
combina-ons
within
the
winning
layout
Element
#3:
Social
proof
/
trust
§ Phase
#3:
Challenge
– Con-nue
tes-ng
and
introducing
layout
and
Terms
and
condi-ons
content
challengers
November
2011
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Datalicious
Pty
Ltd
11

12. The
li;le
things
count
November
2011
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Datalicious
Pty
Ltd
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13. >
It’s
the
small
things
that
count
November
2011
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Datalicious
Pty
Ltd
13

14. >
Online
form
best
prac-ce
Maximise
data
integrity
Age
vs.
year
of
birth
Free
text
vs.
op-ons
Use
auto-­‐complete
wherever
possible
November
2011
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Datalicious
Pty
Ltd
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15. Design
is
important
November
2011
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16. November
2011
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17. November
2011
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18. November
2011
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Datalicious
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19. November
2011
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Datalicious
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20. Challenge
your
perspec-ve
November
2011
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21. >
ClickTale
heat
maps
November
2011
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22. The
phone
s-ll
rings
November
2011
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23. >
Use
unique
phone
numbers
2
out
of
3
callers
hang
up
as
they
cannot
get
their
informa-on
fast
enough.
Unique
phone
numbers
can
help
improve
call
experience.
November
2011
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Datalicious
Pty
Ltd
23

24. >
Jet
Interac-ve
call
analy-cs
November
2011
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Ltd
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25. Sta-s-cal
significance?
November
2011
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25

26. How
many
survey
responses
do
you
need
if
you
have
10,000
customers?
How
many
email
opens
do
you
need
to
test
2
subject
lines
if
your
subscriber
base
is
50,000?
How
many
orders
do
you
need
to
test
6
banner
execu-ons
if
you
serve
1,000,000
banners
November
2011
©
Datalicious
Pty
Ltd
26
Google
“nss
sample
size
calculator”

27. How
many
survey
responses
do
you
need
if
you
have
10,000
customers?
369
for
each
ques-on
or
369
complete
responses
How
many
email
opens
do
you
need
to
test
2
subject
lines
if
your
subscriber
base
is
50,000?
And
email
sends?
381
per
subject
line
or
381
x
2
=
762
email
opens
How
many
orders
do
you
need
to
test
6
banner
execu-ons
if
you
serve
1,000,000
banners?
383
sales
per
banner
execu-on
or
383
x
6
=
2,298
sales
November
2011
©
Datalicious
Pty
Ltd
27
Google
“nss
sample
size
calculator”

28. Targe-ng
before
tes-ng
November
2011
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Pty
Ltd
28

29. >
Targe-ng
and
tes-ng
matrix
Test
Segment
Content
Success
Difficulty
Poten-al
New
Acquisi-on
Click,
Test
#1A
prospects
offer
A
order,
etc
Low
$50k
New
Acquisi-on
Click,
Test
#1B
prospects
offer
B
order,
etc
Exis-ng
Up-­‐sell
Click,
Test
#2A
customers
offer
A
order,
etc
High
$100k
Exis-ng
Up-­‐sell
Click,
Test
#2B
customers
offer
B
order,
etc
November
2011
©
Datalicious
Pty
Ltd
29

30. >
Website
op-misa-on
tools
§ hap://www.google.com/websiteop-mizer
§ hap://www.google.com/analyics
§ hap://visualwebsiteop-mizer.com/
§ hap://www.omniture.com/
§ hap://www.clicktale.com/
§ hap://browsersize.googlelabs.com/
§ hap://www.feng-­‐gui.com/
§ hap://www.je-nterac-ve.com.au/
November
2011
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Datalicious
Pty
Ltd
30

31. Contact
me
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi;er.com/datalicious
November
2011
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Datalicious
Pty
Ltd
31

32. Data
>
Insights
>
Ac-on
November
2011
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Datalicious
Pty
Ltd
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