Only 4.6% of Marketers can Spot a Winning Landing Page – Can You?
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HIGH CONVERTING LANDING PAGES
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We asked 452 online marketers to have a go at guessing the best performing content from four options and only 21 got it right. Using case studies with our clients including LoopyLove, Alpharooms and National Express, we will show how the content on landing pages will make or break site performance and EPC (earnings per click) and share effective scientific strategies for improving them including multivariate testing and segment targeting.
Transcript of Only 4.6% of Marketers can Spot a Winning Landing Page – Can You?
HIGH CONVERTING LANDING PAGES
New Sign-in – 6.4% increase in sales
VariantSales
Increase
Long 6.37%
New_Butt 4.44%
Simple 3.44%
Default 0.00%
VariantRegistration
Increase
New_Butt 5.52%
Long 4.18%
Default 0.00%
Simple -1.64%
4.2% increase in registrations
Only 4.6% of marketers got picked the winner!
WHO SHOULD DECIDE ON WEBSITE CONTENT?
maxymiser TM
CEO
Product Manager
Marketing Department
Creative Agency
Web Designers
Your Boss
Executives
Analysts
Your Customers
Allows you to test multiple areas of a web page with multiple variations of content for each area
Multivariate Testing
CONVERSION MANAGEMENT
maxymiser TM
Home Page Test
Multivariate testing was used to test: content
• Layout
• Homepage offers
• Content
19% Reduction in Bounce Rate
HOME PAGE
maxymiser TM
• Multivariate Testing
Testing methods
• Manual (traditional)• Automatic - Continuous Optimisation
Key areas for MVT
• Call to actions (buttons, messages, etc)• High traffic pages / entry points• Blockages in visitor path (funnel analysis)• Checkout / registration• Product page templates
CONVERSION MANAGEMENT
CASINO LANDING PAGETEST PAGE & VARIANTS
CASINO LANDING PAGETEST PAGE & VARIANTS
RESULTS
New Page – 37% increase in call to action clicks
£X00,000 increase in revenue
POKER LANDING PAGETEST PAGE & VARIANTS
£700,000 increase in revenue
Test Variants
New Page – 119% increase in clicks on Join Free
Double digit increase in Subscriptions
Content Combination
Lift on control
1 119%
2 112%
3 112%
4 104%
Etc …
Default Content
0.00%
Content Variant Lift on control
2 Page Variant 47.5%
Single Page (Control) Variant
0.00%
47% Uplift - 2 pages is better than 1!
SCRAPING THE SURFACE
• Sign-up pages / Forms• Payment processes• Cross sell areas• Promotions
• Landing pages are only the start - is the rest of the business performing well?
30% Increase in click-through.
Significant uplift in revenue
maxymiser TM
maxymiser TM
£1.5m Increase in Annual Revenue
Significant ROI on a 2 month test
maxymiser TM
VariantLift on
control
Default 0.00%
Reverse -9.19%
Original is 9% better in
converting customers (Sales)
VariantDropout
rate
Default 14.24%
Reverse 17.94%
And had a lower visitor drop-off rate
CONVERSION MANAGEMENT, SEGMENTPersonalise content: Move from one site fits all to tailored sites / pages for different users to increase relevance and conversion rates
• Create multiple campaigns (can be automated)
• Test content based on segment
• Serve dynamic content
• Monitor conversion
• Increase ROI
• Increase Revenue
TARGETING
TOP TIPS FOR TESTING
1. Get buy in from stakeholders – make sure all realise WHY you are doing this
2. Agree on evaluation criteria UP FRONT
3. Ensure sample size is sufficiently large to have high confidence in results
4. Be truly random, and consistent when it comes to users – Ensure your sample is representative
6. Understand why as well as what
7. Integrate constant testing into culture and systems
8. Test everything, all the time!
5. Be Bold
QUESTIONS?Mark [email protected] 7149 3730
