BootCamp Landing Page Optimization

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

> Short but sharp history

§  Datalicious was founded late 2007 §  Strong Omniture web analy-cs history §  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

> Smart data driven marke-ng

August 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, recommenda-ons, etc

> Online form best prac-ce


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

Use auto-‐complete wherever possible


The li;le things count

> It’s the small things that count



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” August 2011 © Datalicious Pty Ltd 20

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” August 2011 © Datalicious Pty Ltd 21


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



Think outside the box



Apple iPhone 4 black

On-‐site segments

Off-‐site segments

> Combining ad plalorms


CRM

> Lead nurturing and follow-‐up


> The Datalicious SuperTag


SuperTag

Ad Servers

Paid Search

Affiliate Programs

Behavioral Targe-ng

A/B Tes-ng Heat Maps

Live Chat

Web Analy-cs

Media A;ribu-on

Easily implement and update any tag on any websites without IT involvement. De-‐duplicate conversions and collect media a_ribu-on data to boost return on ad spend. Implement complex re-‐targe-ng strategies across pla`orms to increase response rates. Enable advanced features such heat maps, tes-ng and live chat to op-mise conversions.


Contact us [email protected]

Learn more

blog.datalicious.com

Follow me twi;er.com/datalicious

Data > Insights > Ac-on


BootCamp Landing Page Optimization

Technology

unique phone

subscriber

email opens

survey responses

holy trinity

ng customers

sell oer

media