Creative Optimization of Landing Pages- Maximum Response of... · 2016-05-18 · Landing Page Optimization Step 1: Format Testing Results » Prior format tests have proven our hypothesis

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Creative Optimization of Landing Pages- Maximum Response

Dave Braun

SVP, Performance Creative

#MRKGsummit15 @MerkleRKG

Agenda

» Merkle Performance Creative introduction (5 min)

‣ Capabilities

‣ Creative philosophy

» Creative optimization process for landing pages (20 min)

‣ 3-step process

» Q&A (5 min)

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#MRKGsummit15 @MerkleRKG3© 2015 Merkle Inc. All Rights Reserved. Confidential

Direct mailEmailLanding pagesWebsite / micrositesDisplay adsPoint-of-sale / In-branchPrintDRTVDigital videoEmployee trainingTelemarketing script developmentOut-of-homeCard designSocial – Paid & Community Development

Channels Campaign Support

Visual design & style guidesMessaging hierarchy platformsProduction studio (online/offline)• HTML• Responsive design• Mobile app development• Video production

Usability / QC testing

Performance Creative capabilities

220 FTE’s acrossAccount managementCreative developmentStudio/Production/QC

Scale

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Merkle Performance Creative

A proprietary and institutionalized creative philosophy that has been proven to consistently improve the performance of direct response communications across all direct and digital channels.

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Our creative philosophy is rooted in the core belief that message clarity is what drives consumer behavior – not being catchy, cute, or clever

‣ Specifically, clarity about “why and how” to respond

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Message clarity drives response

Why: The Single Selfish Benefit from the customer/prospect perspective. “What’s in it for me?”

How: “What action do I need to take?”

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The science of driving message clarity

300+Rules

There are time-tested and market proven creative strategies and techniques to drive message clarity in direct response creative. We call them “the rules of message clarity”

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The science of driving message clarity

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Calibrating response and brand equity

Calibrating techniques to achieve these potentially mutually exclusive objectives is the key creative consideration

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Not Merkle Work Merkle

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NetSpend A/B Test Example

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Not Merkle Work Merkle

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NetSpend A/B Test Example

12% Lift in Click-to-Conversion

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Visa A/B Test Example

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Visa A/B Test Example

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248% Lift in Click-to-Conversion

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Form Design Test

Control – Two Column Form Test – Single Column Form

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Form Design Test

Control – Two Column Form Test – Single Column Form

46.2% Lift in Click-to-Conversion

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#MRKGsummit15 @MerkleRKG

Merkle Performance Creative introduction

» Merkle Performance Creative introduction (5 min)

‣ Capabilities

‣ Creative philosophy

» Creative optimization process for landing pages (20 min)

‣ 3-step process

» Q&A (5 min)

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#MRKGsummit15 @MerkleRKG

Importance of Landing Pages

The landing page is the last and most important point of conversion, and it must clearly and concisely…

• Communicate single selfish benefit

• Build trust through consistent messaging

• Set expectations about the steps required to convert

• Persuade the prospect to purchase

… all in under a second!

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Step 1: Format Testing

• Test control landing pages against challenger formats

– Short format (classic, single-screen format)

– Long format (information-rich for those looking for more detail)

• Test across all inbound channels to determine best performing format by channel

Step 2: Message Testing

• Once the control for each channel has been identified, conduct message tests to determine the product benefits and content hierarchy

Step 3: In-Market MVT• Once we have an initial read on messaging approach, MVT

key components of each page to drive incremental improvement- CTA (button/color, placement, copy, etc.)

- Imagery (product shot, customer image)

- Trust icons (which ones, placement, how many, measure lift)

- Customer testimonials (which ones, placement, how many, measure lift)

- Form elements, labeling and placement (funnel optimization)

Landing page test conducted

by Merkle drove a 3.25x lift

in conversion rate over the control

Landing Page Optimization Process

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Landing Page OptimizationStep 1: Format Testing Results

» Prior format tests have proven our hypothesis that the best performing landing page format can vary by channel and region

‣ Display: Short form drove a 30% lift in CR over homepage for all regions

‣ SEM:

• Short form had the highest conversion rates in some states (23% lift avg.)

• Long form had the highest conversion rates in other states (8% lift avg.)

• Brand and category keyword groups drove consistent results independently of state

• Brand: Short form drove a 25% lift over homepage

• Category: Long form drove a 25% lift over homepage

Homepage Short Format Long Format

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Landing Page OptimizationStep 2: Message Testing Results

“Rocket Science”Control MessageFocus on ease of going solar Focus on ease of getting a quote

“Solar Fit”Focus on value of quote – learning

Channel Winner Lift Format

GDN Display “In the Dark” 9.5% Long

Generic Search “Solar Fit” 25.5% Long

Brand Search “Rocket Science” 36.7% Long

Local Search “Rocket Science” 5.6% Short

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• A Merkle designed MVT for Fisher Investments drove incremental improvements in conversion rate without sacrificing lead quality on a landing page that had already been highly optimized and MVT’ed

Landing Page OptimizationStep 3: Multivariate Testing Results

Image TestCover Test

Primary CTA Test

Body Content Test

Button Test

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Fisher Stock Market Outlook

Control Landing Page

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Landing Page OptimizationStep 3: Multivariate Testing Results

21% Lift in click to conversionNo diminishment in lead to sale CR

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Capabilities Summary

» Creative development

‣ Message clarity principles applied to best practices for landing page conversion optimization

‣ Form design and optimization expertise

» Strategy and Test Design

‣ Codified 3 step optimization process

» Flexible integration model

‣ Test design and component delivery for external integration with 3rd

party testing platforms (i.e. Test and Target)

‣ Full service execution with Optimizely

» Analytics support

‣ Results analysis and reporting

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#MRKGsummit15 @MerkleRKG

Merkle Performance Creative introduction

» Merkle Performance Creative introduction (5 min)

‣ Capabilities

‣ Creative philosophy

» Creative optimization process for landing pages (20 min)

‣ 3-step process

» Q&A (5 min)

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#MRKGsummit15 @MerkleRKG

Thank You!

MerkleRKG.com | Merkleinc.com

Dave BraunSVP, Performance Creative

[email protected]

(312) 845-2800

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