Landing Page Optimization, Nathan Richter, Strategic Service Director, Monetate March 21, 2012 Search Engine Strategies New York You have to admire the singular focus of landing pages. Their job is to convert visitors. Whether that means obtaining event registrations, increasing fulfillment downloads or securing sales, they are evaluated on how well they convert visitors to take that next action. Although there objective is easy to understand, the practice of testing and tweaking landing pages to achieve an optimal conversion rate is a little more complex. NY Times Bestselling Author & co-founder of Web Analytics Association, Bryan Eisenberg, will share how businesses can tune and refine their landing pages to get that conversion.

1. Landing Page
Optimization
Nathan Richter
Strategic Services Director
@monetate New York | March 19-23, 2012 | #sesny

2. NFLSHOP.COM
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3. works in the browser
single one-time
cut & paste tag viewer
browser
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4. Who s Testing Now?
100.0%
90.0%
80.0%
70.0%
60.0%
50.0% 61% do less
40.0%
than 5 tests per month
31%
30.0% 27%
20% 20% 16%
20.0% 16% 14% 12%
6% 7% 6% 4% 2% 2% 1% 1% 0%
10.0% 4%
>100 >1000
21-50 51-100
0% 6-10 11-20
2 3-5
1
Response 2010: 222
Source: 2011 Conversion Report from eConsultancy Response 2019: 271
@monetate New York | March 19-23, 2012 | #sesny

5. Mindset of a
Hunter!
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6. Mindset of a
Farmer!

7. The Prep
lurks in every segment, of every metric.
Start with high volume or high value segments.
Inbound Visitor Profile
search keyword/term, Visitor brand affinity, prior
purchase history, preferences, etc.
search engine, social referrer
Customer Groups Time
Affinity, Preferences, Multi- When do they visit, when do they
channel, Member research
Behavior Geography
Visitor recency, frequency, Site Geo location of visitor, location of
interaction nearest store, nearest distribution
center
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8. Personalize the site experience
Customer Profile
Site Content
Keyword
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9. Assessing Your Opportunity
Resources Available Business Unit Support
• Testing tool(s) • Merchandising
• Platform Capabilities • Creative/Design
• People power • IT/Development
• Promotions? • Analytics
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10. @monetate New York | March 19-23, 2012 | #sesny

11. Gear - Official Site
100’s of waterproof jackets in stock
FREE shipping on all orders over $60
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12. @monetate New York | March 19-23, 2012 | #sesny

13. @monetate New York | March 19-23, 2012 | #sesny

14. Insert
Geo-Targeted banner
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15. Replace hero image
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16. Change
images
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17. Message Consistency
Average conversion improvement range 5%-20% (as high as 100% )
1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
2. Images
3. Product
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18. Free Shipping
On Orders Over $50!
*Details
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19. Free Shipping
On All Orders - No Minimum
*Details
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20. Promotion Testing
Average conversion improvement range 25%-40% (as high as 150% )
Free Shipping
1. Natural - lower acquisition cost On All Orders - No Minimum
*Details
2. Paid - part of ROI analysis Free Shipping
On Orders Over $50!
*Details
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21. TOP RATED
TOP RATED
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22. TOP RATED
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23. Badging
Conversion impact as high as 55%
Ne w!
Men’s dress shirt LG $59.95
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24. @monetate New York | March 19-23, 2012 | #sesny

25. 100’s de chaquetas impermeables en el envío de archivo
LIBRE de todos los pedidos de más de $ 60
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26. Geo-targeting
Conversion improvement as high as 100%
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29. Make it
a Landing Session
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34. @monetate New York | March 19-23, 2012 | #sesny

35. Tactics to Improve Conversion
Consistency! Message, Image, Merchandise...
Average conversion improvement = 5% to 20%
Product Badging
Up to 55% conversion impact
Promotional Testing
Up to 150% conversion
International / Geo-Target Messaging
Up to 100% conversion improvement
Communicating Success
Priceless!
@monetate New York | March 19-23, 2012 | #sesny

36. Who s Testing Now?
100.0%
90.0%
80.0%
70.0%
60.0%
50.0% 61% do less
than 5 tests per month
40.0%
31%
30.0% 27%
20% 20% 16%
20.0% 16% 14% 12%
6% 7% 6% 4% 2% 2% 1% 1% 0%
10.0% 4%
>100 >1000
21-50 51-100
0% 6-10 11-20
2 3-5
1 Response 2010: 222
Source: 2011 Conversion Report from eConsultancy
Response 2019: 271
@monetate New York | March 19-23, 2012 | #sesny

37. Who s Testing Now?
100.0%
Avg. Monetate customer runs
90.0%
80.0%
40-60 campaigns per month
70.0%
60.0%
50.0%
61% do less
40.0% than 5 tests per month
31%
30.0% 27%
20% 20% 16%
20.0% 16% 14% 12%
6% 7% 6% 4% 2% 2% 1% 1% 0%
10.0% 4%
>100 >1000
21-50 51-100
0% 6-10 11-20
2 3-5
1
Source: 2011 Conversion Report from eConsultancy
Response 2010: 222
Response 2019: 271
@monetate New York | March 19-23, 2012 | #sesny

38. Thank You
Monetate’s 10 Best Practices and more:
More http://monetate.com/resources
Resources!
Contact:
nrichter@monetate.com
@monetate New York | March 19-23, 2012 | #sesny