Download - OMX Landing Page Optimization

> Landing page tes-ng < Smart data driven marke-ng

> 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

> Smart data driven marke-ng

November 2011 © Datalicious Pty Ltd 3

Media A;ribu-on & Modeling

Op-mise channel mix, predict sales

Tes-ng & Op-misa-on Remove barriers, drive sales

Boos-ng ROI

Targeted Direct Marke-ng Increase relevance, reduce churn

“Using data to widen the funnel”

> Clients across all industries


> What methods work best?


Google: “econsultancy tes-ng buyers guide”


Don’t reinvent the wheel


“landing page op-misa-on”


The holy trinity of tes-ng

> The holy trinity of tes-ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at

2. Call to ac-on – Don’t 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


> Best prac-ce tes-ng roadmap §  Phase #1: A/B test

–  Test the same landing page content in completely different layouts

§  Phase #2: MV test –  Then test different content element combina-ons within the winning layout

§  Phase #3: Challenge –  Con-nue tes-ng and introducing layout and content challengers


Element #1: Prominent headline

Element #2: Call to ac-on

Suppor-ng content

Element #3: Social proof / trust

Terms and condi-ons


The li;le things count

> It’s the small things that count


> Online form best prac-ce


Maximise data integrity Age vs. year of birth Free text vs. op-ons

Use auto-‐complete wherever possible


Design is important


Challenge your perspec-ve

> ClickTale heat maps



The phone s-ll rings

> 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.

> Jet Interac-ve call analy-cs



Sta-s-cal significance?


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

Google “nss sample size calculator”


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

Google “nss sample size calculator”


Targe-ng before tes-ng

Test Segment Content Success Difficulty Poten-al

Test #1A New prospects

Acquisi-on offer A

Click, order, etc

Low $50k Test #1B New

prospects Acquisi-on offer B

Click, order, etc

Test #2A Exis-ng customers

Up-‐sell offer A

Click, order, etc

High $100k Test #2B Exis-ng

customers Up-‐sell offer B

Click, order, etc

> Targe-ng and tes-ng matrix


> 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


Contact me [email protected]

Learn more

blog.datalicious.com

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Data > Insights > Ac-on
