OMX Landing Page Optimization

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    19-May-2015
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The presentation discusses the impact of landing page optimization to marketing campaigns.

Transcript of OMX Landing Page Optimization

  • 1. > Landing page tes-ng < Smart data driven marke-ng

2. > 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 3. > Smart data driven marke-ng Using data to widen the funnel Media A;ribu-on & Modeling Op-mise channel mix, predict sales Targeted Direct Marke-ng Increase relevance, reduce churn Tes-ng & Op-misa-on Remove barriers, drive sales Boos-ng ROI November 2011 Datalicious Pty Ltd 3 4. > Clients across all industries November 2011 Datalicious Pty Ltd 4 5. > What methods work best? Google: econsultancy tes-ng buyers guide November 2011 Datalicious Pty Ltd 5 6. Dont reinvent the wheel November 2011 Datalicious Pty Ltd 6 7. November 2011 Datalicious Pty Ltd 7 8. landing page op-misa-on November 2011 Datalicious Pty Ltd 8 9. The holy trinity of tes-ng November 2011 Datalicious Pty Ltd 9 10. > The holy trinity of tes-ng 1. The headline Have a headline! Headline should be concrete Headline should be rst thing visitors look at 2. Call to ac-on Dont 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 November 2011 Datalicious Pty Ltd 10 11. > Best prac-ce tes-ng roadmap Phase #1: A/B test Test the same landing Element #1: Prominent headline page content in completely dierent layouts Phase #2: MV test Suppor-ng Element #2: Then test dierent content Call to ac-on content element combina-ons within the winning layout Element #3: Social proof / trust Phase #3: Challenge Con-nue tes-ng and introducing layout and Terms and condi-ons content challengers November 2011 Datalicious Pty Ltd 11 12. The li;le things count November 2011 Datalicious Pty Ltd 12 13. > Its the small things that count November 2011 Datalicious Pty Ltd 13 14. > Online form best prac-ce Maximise data integrity Age vs. year of birth Free text vs. op-ons Use auto-complete wherever possible November 2011 Datalicious Pty Ltd 14 15. Design is important November 2011 Datalicious Pty Ltd 15 16. November 2011 Datalicious Pty Ltd 16 17. November 2011 Datalicious Pty Ltd 17 18. November 2011 Datalicious Pty Ltd 18 19. November 2011 Datalicious Pty Ltd 19 20. Challenge your perspec-ve November 2011 Datalicious Pty Ltd 20 21. > ClickTale heat maps November 2011 Datalicious Pty Ltd 21 22. The phone s-ll rings November 2011 Datalicious Pty Ltd 22 23. > Use unique phone numbers 2 out of 3 callers hang up as they cannot get their informa-on fast enough. Unique phone numbers can help improve call experience. November 2011 Datalicious Pty Ltd 23 24. > Jet Interac-ve call analy-cs November 2011 Datalicious Pty Ltd 24 25. Sta-s-cal signicance? November 2011 Datalicious Pty Ltd 25 26. 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 November 2011 Datalicious Pty Ltd 26 Google nss sample size calculator 27. 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 November 2011 Datalicious Pty Ltd 27 Google nss sample size calculator 28. Targe-ng before tes-ng November 2011 Datalicious Pty Ltd 28 29. > Targe-ng and tes-ng matrix Test Segment Content Success Diculty Poten-al New Acquisi-on Click, Test #1A prospects oer A order, etc Low $50k New Acquisi-on Click, Test #1B prospects oer B order, etc Exis-ng Up-sell Click, Test #2A customers oer A order, etc High $100k Exis-ng Up-sell Click, Test #2B customers oer B order, etc November 2011 Datalicious Pty Ltd 29 30. > 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 31. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi;er.com/datalicious November 2011 Datalicious Pty Ltd 31 32. Data > Insights > Ac-on November 2011 Datalicious Pty Ltd 32