- 1. Landing Page Testing to Attract Super Affiliates Tim Ash,
President, SiteTuners.com
2. Overview
- The mind of the super affiliate
- Landing page testing basics
3. The Mind of theSuper Affiliate 4. Super Affiliates are
-
- Work for themselves, always looking for best opportunity
-
- Always testing new programs, will quickly cut their losses
-
- Bombarded with offers, picky about testing new programs, expect
better than rack rate deals
-
- Want to minimize up-front and ongoing work, do not want changes
or surprises
5. Top-10 Ways to Attract Super Affiliates
- #10 Join an affiliate network
- #7 Allow bidding on your brand
- #6 Dont be high maintenance
- #5 Dont change the rules of the game
- #4 Share sensitive information
- #1 Fix your conversion rate
6. Impact of Improved Conversion Rate
- Payout - $1.25 Cost - $1.00 Profit - $0.25
- A 20% increase in conversion rate
- Payout - $1.50 ($1.25 x 120%) Cost - $1.00
- will DOUBLE the super affiliates profits!
7. Landing Page Testing Basics 8. What is Landing Page
Testing?
- Online Marketing Activities
-
- Acquisition Get people to your site
-
- Conversion Persuade them to take desired action
-
- Retention Increase lifetime value of relationship
-
- Percentage of visitors who take desired action
-
- Improving conversion rate by testing website changes
9. Why should you care?
- You have neglected your landing pages
- Your conversion rate is too low
- This is driving away super affiliates
10. Question: What is a Camel ? Answer: A Horse Designed by
Committee 11. Who should design your site? I.T. Marketing Ad Agency
YourBoss Webmaster 12. None of the above Your website serves too
many masters. It should be focused only on conversion. I.T.
Marketing Ad Agency YourBoss Webmaster YOUR WEBSITE VISITORS 13.
Case Studies 14. Case Study - RealAge.com
- Conversion action: Completion of free RealAge Test
registration
- Test Size: 552,960 unique recipes
15. Before After 16. Results - RealAge
- 40% lift in conversion rate
- $3,285,000 annual profit improvement
17. Case Study Uniblue Registry Booster
- Conversion Action: Free software download
- Extensive previous page testing by client
- Test Size: 3,110,400 unique recipes
18. Before After 19. Results - Uniblue Registry Booster
- 24% increase in conversion
- CR improved from 30.3% to 37.7%
- $182,000 annual profit improvement
20. Case Study - PowerOptions
- Conversion action: Free 2-week trial sign-up
- Tuning Method: A-B Split Testing
- Test Size: 3 unique recipes
21. Before After 22. Results - PowerOptions
- 75% increase in post-trial sales
- $200,000 annual profit improvement
23. Case Study EngineReady
- Industry: SEM Agencys Debt Negotiation client
- Conversion Action: Online form or phone lead
- Test Size: 192 unique recipes
24. Before After 25. Results - EngineReady
- 51% increase in revenue per visitor
- $48,000,000 annual revenue increase
26. Picking A Tuning Method 27. How do you tune?
- Size of Test(total number of unique recipes)
- Need to consider variable interactions
28. Example Size of Test Calculation
- Question Explanations x 2
- 12 Variables , 38 different values
29. Ferraris are Really Fast Positive interaction between
headline and picture Interaction Example(1of 4) 30. Ferraris are
Really Fast Negative interaction between headline and picture
Interaction Example(2 of 4) 31. Volvos Are Really Safe No
interaction between headline and picture Interaction Example(3 of
4) 32. Volvos Are Really Safe Positive interaction between headline
and picture Interaction Example(4 of 4) 33. Interactions are Very
Important
- Best setting for variable depends on its context
- Interactions exist & can be very strong
- Ignoring interactions will lead to suboptimal results
- A/B Splits & Parametric Multivariate testingassume that
there are no interactions
34. A-B Split Testing
- Test one variable at a time(with 2 or more values)
- Send equal traffic to all versions
- Very simple to implement & track
35. Parametric Multivariate Testing
- A.K.A. Design of Experiments & Taguchi Method
- Tests several variables at the same time
- Ignores variable interactions
36. Non-parametric Tuning
- Proprietary math for Internet marketing
- Designed for large-scale tests
- Takes variable interactions into account
37. Avoiding The Pitfalls 38. Awareness Squandered 146 clickable
links! 39. Focus on Visitors Goals 40. Pitfall #1 Squandering
Attention
- Stop screaming at your visitors
41. Frustrating User Experience 42. Guide people safely to their
goal
- Context sensitive search wizard
43. Pitfall #2 Frustrating Users
- Dont make people feel stupid
- Avoid painting them into corners
44. Invisible Risk Reducers 45. Prominent Risk Reducers 46.
Pitfall #3 Invisible Risk Reducers
- Make risk reducers prominent
47. Prominent Client List 48. Prominent Media Coverage 49.
Pitfall #4 Lack of Social Proof
- Transfer trust from larger brands
- Transfer trust from your clients
50. Transaction Interruption 51. Poor Transaction Design(1 of 2)
52. Poor Transaction Design(2 of 2) 53. Better Transaction Design *
*However best solution is toremove registration requirement
altogether. 54. Pitfall #5 Surprising or Confusing Visitors
- No one likes surprises online
- Dont interrupt people unnecessarily
- Clearly identify important roles
- Test any interruption tactics to determine impact
- Consider long-term implications
55. Pop Quiz
- You test a change that increases CR
- Should you get a promotion?
56. Answer
- Week 2 - 5.03% 6.18% -19%
- Things have actually gotten much worse
- relative to the baseline.
57. Pitfall #6 Ignoring Your Baseline
- Always devote some bandwidth to your current version (the
baseline)
- Measurerelativeto the baseline, notabsoluteperformance
58. Pop Quiz
- You are performing an A/B Split Test
- Option A - 90 conversions
- Option B - 100 conversions
- Is B really 10% better than A?
59. Answer
- this difference will bedue to chance
- and A is actually better than B.
60. Data Collection Example(1 of 2) 10% difference - 90 vs. 100
conversions Very wide and overlapping error bars 61. Data
Collection Example(2 of 2) 10% difference - 1350 vs. 1500
conversions Error bars have gotten narrow and have uncrossed 62.
Pitfall #7 Not Collecting Enough Data
- Do not make decisions based on too little data
- Pick a confidence level(90%, 95%, 99%)
- Wait to see which version is better
63. Summary
- The mind of the super affiliate
- Landing page testing basics
64. Q&A & Additional Resources
- How to Attract Super Affiliates Whitepaperhttp://
SiteTuners.com/downloads.html
- Landing Page Optimization Book
http://LandingPageOptimizationBook.com