Keys to a Successful Landing Page Andrew Eisner Vice President, Client Services.

Keys to a Successful Landing

Page

Andrew EisnerVice President, Client Services

Optimost Background

Optimost helps customers improve their conversion rates online through real-time testing

Company founded in 2001First on-demand multivariable optimization solutionMarket leader – most diverse client base

Entire company and platform built with mindset of multivariable optimization

Methodology: developed with experts from Harvard Business School, Columbia Business School, Yale School of ManagementTechnology: content management, analyticsFull-service: dedicated client services team to support test design, production, and analysis

Over 150 Customers

Key Concepts

Not Just One Decision….

YES

NO

Many Minidecisions

YESNOYES

NO

YESNO

YESNO

YESNO

YESNO

YESNO

YESNO

keyword group: legal musickeyword group: burn music

keyword group: buy musickeyword group: radio

Not Just “A” Landing Page

“Radio” Keywords

Winning Bullet Points Losing Bullet Points

EXAMPLE: Winning bullet points varied by keyword segment

“Radio” Keywords

“Buy Music” Keywords “Buy Music” Keywords

“Legal Music” Keywords “Legal Music” Keywords

EXAMPLE: Adding price information to bullet points increased response in Yahoo segment, even though it had

no impact in non-PPC segment

Don’t Need To Do Complete Redesign

Control Winner +16.2%

Vs.

EXAMPLE: Minor Changes Make A Major Difference



Vs.

What Works (and Doesn’t Work)

Copy

Amount of Copydo you need it all?

Are “Benefits” Really BenefitsHeadline/Header Construction

EXAMPLE: Keeping instructions simple worked best

EXAMPLE: Removing “No Spam” improved performance

EXAMPLE: Satisfaction Guaranteed is important benefit

Subscriptions +11.1%

EXAMPLE: Changing headline into question improved response

Vs.

baseline

Vs.

baseline

EXAMPLE: Small header changes can make a difference

Layout

Ordering of CopyKeep It Simple

EXAMPLE: Order of Copy Blocks had substantial impact on response rates

Clicks to Order -10.6% Control Clicks to Order +8.4%

Vs.

UCTR = + 35.4%baseline

EXAMPLE: Order of Copy Blocks had substantial impact on response rates

EXAMPLE: Simple Layout Performed Best

Images

PeopleCelebritiesCEOs, Writers, etc.

Endorsements

EXAMPLE: Barry Williams Had a Positive Impact

C = 4

Confirmation = Cart =

EXAMPLE: Author’s Picture Had Negative Effect

Baseline

Clicks to Order = +3.1%

EXAMPLE: Endorsements outperformed “Free” messaging

What Works (and Doesn’t Work)

Submit Buttons

Be Cool At Your Own Risk CopySizeLocation

Flashing Buttons

EXAMPLE: “Click Here” buttons did significantly better

Vs.

baseline

EXAMPLE: Red order button was successful

Vs.

baseline

EXAMPLE: Animated button did very well in promo group,but poorly in generic group

Vs.

baseline UAR promo group = +7.8%UAR generic group = -5.2%

How to Optimize

The Traditional ProcessA/B Testing

The Traditional Process A/B Testing

The Traditional Process A/B Testing

20%

24% (+20% lift)NOTE: for illustrative

purposes only - not real data!!!!

Why A/B Testing Is Not Optimal

20%

24% (+20% lift)

-10% +20%

+10%

NOTE: for illustrative purposes only - not real

data!!!!

Why A/B Testing Is Not Optimal

20%

26% (+30% lift)

0% +20%

+10%


data!!!!

Why A/B Testing Is Not Optimal Serial A/B Testing

Month 1: Image

Month 2: Headline

Month 3: Form LayoutMonth 4: Submit ButtonMonth 5: Endorsements

A Better Solution:Multivariable Optimization

Images Used

Layout; including

Right/Left

Main headline

Copy and Order

Of Sell Points

Endorsements

Form Headline

Copy

Form Layout

Submit Buttons

Include Phone

Number?

A Better Solution:Multivariable Optimization

Main Headline:1) Lose 10 Pounds by April 202) Want to Lose 10 Pounds?3) Get the Perfect Diet for YOU4) Get Your Free Diet Profile

Copy and Order of Sell Points:

1) What makes eDiets different?- 24/7 Support- Convenience and Privacy- No meeting to attend- No expensive foods to buy

2) What makes eDiets different?- Customized meal plans and shopping lists- 24/7 Support- Convenience and Privacy- No meeting to attend- No expensive foods to buy

3) Top 5 reasons to join eDiets- Customized meal plans and shopping lists- 24/7 Support- Convenience and Privacy- Personalized fitness plans and workouts- Expert health and fitness advice

Potentially Millions of Possible Permutations

Much Fewer Needed for Reliable Results

Much Fewer Needed for Reliable Results

35%

29%

29%

31%

30%

30%

34%

38%

30%

29%


data!!!!

Multivariable Optimization

Winner

+15%


data!!!!


Winner Individual Effects-4% +15%

+9%

-3%

-4%

-3%

+5%

+15%


data!!!!


Winner Individual Effects-4% +15%

+9%

-3%

-4%

-3%

PredictedWinner

+5%

+15%

+29%


data!!!!

Why Isn’t This Done In “Real World”?

Real World Internet

Creative cost would be prohibitive

Technology can result in huge efficiency in creative development

Getting large enough sample would be prohibitive

Finding target audience is easy (and can be performance-based)

Guaranteeing “balanced” sample size is difficult

Technology easily manages this

Timeline for response loop is too long

Real-Time TrackingInstant Iterating”

Benefits of Multivariable OptimizationAbility to test multiple variables and values

simultaneously, without increasing sample sizeTimeline significantly reducedCan test “Non-Obvious” factors

Find best solution out of much higher quantity of versions

Actual data on best out of 200 rather than best out of 2Ability to predict the best out of 2 million rather than best out of 2

Learn where to focus developments efforts going forwardDiscover how much each variable contributes to performance

Methodology Is Critical

Test Population Evenly DistributedDay of WeekTime of DaySource of Traffic

Choose Values in Logical, Methodical FashionMultivariable Testing: Can’t Choose Versions At RandomIs It Statistically Significant?

Final Thoughts

Be Adventurous!Limited Downside and Unlimited Upside

There Are Always Ways to ImproveUntil you’re getting 100% conversion rates, you can do better!

Thank You!

www.optimost.com [email protected]

Keys to a Successful Landing Page Andrew Eisner Vice President, Client Services.

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