Winning with Better Landing Pages Top 5 Secrets to Lifting Conversions
© 2011 Marketo, Inc.
Our SpeakersAnne Holland / @AnneHolland55Founder of ‘WhichTestWon.com’
Jon Miller / @JonMiller2VP Marketing, Marketo
#Marketo
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We Are Journalists Focusing on Testing:
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© 2011 Marketo, Inc.
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Sadly, most landing pages areonly designed by:
Marketer’s “gut”
Pre‐formatted templates
Copying competitors
“Best practices”
(Not by testing.)
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© 2011 Marketo, Inc.
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Marketers who run A/B tests on email campaigns
Marketers who run A/B or Multivariate tests on web pages
How Many Marketers Use Tests to Optimize Response Rates?
n=505; survey conducted August 2010. ©2011, Online Marketing Connect, Apr imo & WhichTestWon.com
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© 2011 Marketo, Inc.
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Common Response Improvements
Up ~35%Up ~20%
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© 2011 Marketo, Inc.
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Which Landing Page Elements Are Most Worth Testing Changes To?
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Glance From 4+ Feet Away…15” monitor1024 x 768 resolutionHint: 980 pixels across, 520 down
#1. Buttons & response links#2. Headline wording#3. Distraction‐Removal #4. Images#5. Forms/Check‐out
Your Page
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#1Buttons
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Button Visibility
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Test Results
32.5% more registration form fills on next page.
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Button Visibility
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Test Results
203% Lift in CTR(on the Facebook button)
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Remove Now!
Clear Form
Reset
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Cancel
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#2Headlines
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Headline Copy
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Test Results
34% Lift in Form Submits
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Form headlines
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Test Results
113% moresign‐ups
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© 2011 Marketo, Inc.
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#3DistractionRemoval
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Test Results
1,363% Lift in Button Clicks
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© 2011 Marketo, Inc.
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#4Images
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Test Results
108% Lift in Form Submits
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Test Results
18.2% Lift in Button Clicks
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#5Forms
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Test Results
31% Lift in Form Submits
(Plus better quality leads)
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© 2011 Marketo, Inc.
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Test Results
14.9% Lift in Form Submits
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BonusVideo Test©2011, WhichTestWon.com a div ision of Anne Holland Ventures Inc. All rights reserv ed.
© 2011 Marketo, Inc.
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Test Results
190% More Lead Gen Form Fills
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© 2011 Marketo, Inc.
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More Inspiration:
©2011, WhichTestWon.com a div ision of Anne Holland Ventures Inc. All rights reserv ed.
© 2011 Marketo, Inc.
Jon MillerVP Marketing, Marketo@JonMiller2
#Marketo
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A/B Test with Video
© 2011 Marketo, Inc.
58% Conversion Rate40% Conversion Rate
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Make It Easy To Create to Test
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How Much Can I Test?
T = number of testsD = number of days to get resultsa = resolution of test (as a % of p)p = expected response rateR = responses per day (i.e. impressions
times p)zα = confidence level z‐value (use 1.28
for 80%)zβ = confidence of detecting a real
result (use 0.84 for 80%)
pzzRDa
T
12 2
2
http://marketo.com/calculator
The Hard Way The Easy Way
Rule of Thumb: One test for every 10 responses per day =Confident results in about two weeks.
© 2011 Marketo, Inc.
#Marketo
&
Winning with Better Landing Pages
@AnneHolland55 / @JonMiller2
TWITTER AFTER-PARTY!
Send us a link to your landing page and we’ll have a look, giving youfeedback in 140 or less characters. Include #Marketo in your tweet.
Thank YouContact Us+1.877.260.6586www.marketo.com