Eloqua Landing Page Optimization and Best Practices

I Y L di g P g C ti g Vi it ?Is Your Landing Page Converting Visitors?REVENUE LIFECYCLE SKILLS COURSE

CAMPAIGN MANAGEMENT ESSENTIALS

vv Eloqua Best Practices: The Revenue Lifecycle

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vv Eloqua Best Practices: The Revenue Lifecycle 22

Agenda Step 1: Understand Motivation Step 2: Optimize RelevanceStep 2: Optimize Relevance Step 3: Optimize Layout Step 4: Ensure Compliance Step 5: Testp Landing Page Design Optimization Checklist


Offer A Clear Path

Consider where your visitors are coming from visitors are coming from

and where they are going.


Step 1: Understand Motivation

a) Value Proposition: Is it meaningful?meaningful?

b) Familiarity: Is it seamless?b) Familiarity: Is it seamless?

c) Trust: Are the claims valid?c) Trust: Are the claims valid?

d) Effort: Is it easy to engage?d) Effort: Is it easy to engage?


Value Proposition Clear and Meaningful


Familiarity: Seamless experience


Trust: Third Party Validation


Trust: Certified


Effort: Incentive v. Friction


Effort: Progressive Profiling


Effort: Share


Step 2: Optimize Relevancea) Personalization: Is it

appropriate?appropriate?

b) Imagery: Does it engage or b) Imagery: Does it engage or repel?

c) Tone: Does it reduce anxiety?


Personalization


Imagery Support Value Proposition


Imagery Support the Value Proposition


Imagery - EngageGOAL:

Capture additional leads for golf memberships.

SOLUTION:

(1) Pictures are taken on the course. ( )

(2) An email is sent with a PURL address where the foursome can access their picture.

(3) Refer-A-Friend(3) Refer A Friend

RESULTS:

Open rate - 77.21%

CTR - 80.99%

10.54% Conversion Rate


Language and Tone - Interactivegetsocial.oracle.com


Optimizing Relevance: Scanningpaper.com

Goal: Increase Conversion By Optimizing RelevanceResults:


Results: 1,991 Unique Visitors (9.5% CTR) 205 Inquiries (10.3% Conversion)

Personalization, Imagery, Language

The images and the text are dynamically populated based on Lead Industry.

The welcoming message includes Lead - First Name, Job Function, Company, and Industry.

Content targeted based on Lead Industry.

Customer examples the case studies and the Customer examples, the case studies, and the solutions in action content is also dynamically served based on the Lead Interest.

Content is based on Lead Solution I t t

Progressive Profiling: only asks questions for which we have no data.

Interest.


Content is based on Interest - Document Type.

Step 3: Optimize Layout

a) Eye Path: Where does the eye go?go?

b) Call To Action: Is it clear and b) Call-To-Action: Is it clear and accessible?

c) Navigation: Does it confuse?


Eye Path: Where does the eye go?


Call-To-Action: Offer Choices


Call-To-Action - Buttons Matter Remove all buttons and links from near the

submit button.

Test color, shape, language, and location.


Call-To-Action - Buttons Matter


Navigation: Leverage the Footer


Step 4: Ensure Compliance

Is the design brand compliant?

Privacy Policy: Is it clear and posted?p


Pulling It All Together

Cl d

Appropriate Navigation

Brand Compliant

Clear and meaningful value prop

Trust: Testimonial

Incentive v. Friction

Relevant Imagery

Strong B tton L d Strong Button Language and TOne


Privacy Policy

Layout Wireframe: Lead GenerationPrimary Objective:

Capture Email


Layout Wireframe: Nurturing CampaignPrimary Objective:

Complete Profile d M and Measure

Engagement


Layout Wireframe: Event RegistrationPrimary Objective:

Ensure Registration and

Encourage AttendanceEncourage Attendance


Test Browser Compatibility

B S t Browser Shots.com


Step 5: Test

There are no absolutes. Testing yields best Testing yields best

optimization results.


What Drives Conversion?


Testing Answers QuestionsIs the messaging easy to understand?

Is the call to action more compelling?Is the call to action more compelling?

What are barriers for prospects to convert to a lead?

Are we asking for too much information?

Do prospects understand the offer and find it valuable?

Which topics resonates the best with this segment?

Which layout drives the highest conversion?Which layout drives the highest conversion?

Which images create higher levels of engagement?


Which One Performed Best?

After: 74.6%Before: 50.2%


Which One Performed Best?

Happy doctor with machine 45%

Image the machine produces18%


Getting Started1. Decide WHAT to test.

2 Set up a control group and a test group 2. Set up a control group and a test group.

3. Test each element separately.When you vary only one feature you can observe to what When you vary only one feature, you can observe to what degree (if at all) people respond differently to that variation.

4. Determine which variable showed the best results.Most email responses will come within 24 - 48 business phours. Once you determine which variable had the best results, use that variable for the remaining 90% of your distribution list


distribution list.

Fivesecondtest.com


Landing Page Design Checklist

Motivation Relevance Layout Compliance

Value Proposition Personalization Eye Path Brand Value PropositionIs it meaningful to your recipient?

FamiliarityIs this a location where your

PersonalizationDoes it match the relationship?

ImageryDoes it support the

Eye PathWhere does the eye go? And for how long?

Call-To-ActionIs it clear and accessible?

BrandIs it compliant with corporate standards?

LegalIs it compliant with privacy Is this a location where your

visitor expected to land based on where they came from?

TrustDoes the visitor believe your

Does it support the connection to the value proposition?

Language & ToneDoes it reduce anxiety and

Is it clear and accessible?

NavigationDoes it build the relationship or cause confusion?

Is it compliant with privacy policies?

Does the visitor believe your claims?

EffortIs it easy to take the desired action?

Does it reduce anxiety and engage?

action?

Test & Optimize


Laura CrossB t P tiBest Practices

949-235-5011laura cross@eloqua com


[email protected]: @lauracross

Eloqua Landing Page Optimization and Best Practices

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