Download - OMX Landing Page Optimization
> Landing page tes-ng < Smart data driven marke-ng
> 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 © Datalicious Pty Ltd 2
> Smart data driven marke-ng
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Media A;ribu-on & Modeling
Op-mise channel mix, predict sales
Tes-ng & Op-misa-on Remove barriers, drive sales
Boos-ng ROI
Targeted Direct Marke-ng Increase relevance, reduce churn
“Using data to widen the funnel”
> Clients across all industries
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> What methods work best?
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Google: “econsultancy tes-ng buyers guide”
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Don’t reinvent the wheel
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“landing page op-misa-on”
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The holy trinity of tes-ng
> 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
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> Best prac-ce tes-ng roadmap § Phase #1: A/B test
– Test the same landing page content in completely different layouts
§ Phase #2: MV test – Then test different content element combina-ons within the winning layout
§ Phase #3: Challenge – Con-nue tes-ng and introducing layout and content challengers
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Element #1: Prominent headline
Element #2: Call to ac-on
Suppor-ng content
Element #3: Social proof / trust
Terms and condi-ons
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The li;le things count
> It’s the small things that count
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> Online form best prac-ce
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Maximise data integrity Age vs. year of birth Free text vs. op-ons
Use auto-‐complete wherever possible
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Design is important
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Challenge your perspec-ve
> ClickTale heat maps
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The phone s-ll rings
> Use unique phone numbers
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2 out of 3 callers hang up as they cannot get their informa-on fast enough. Unique phone numbers can help improve call experience.
> Jet Interac-ve call analy-cs
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Sta-s-cal significance?
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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
Google “nss sample size calculator”
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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
Google “nss sample size calculator”
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Targe-ng before tes-ng
Test Segment Content Success Difficulty Poten-al
Test #1A New prospects
Acquisi-on offer A
Click, order, etc
Low $50k Test #1B New
prospects Acquisi-on offer B
Click, order, etc
Test #2A Exis-ng customers
Up-‐sell offer A
Click, order, etc
High $100k Test #2B Exis-ng
customers Up-‐sell offer B
Click, order, etc
> Targe-ng and tes-ng matrix
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> 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 © Datalicious Pty Ltd 30
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Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi;er.com/datalicious
Data > Insights > Ac-on
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