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Nathan Richter Strategic Services Director Landing Page Optimization @monetate New York | March 19-23, 2012 | #sesny
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Landing Page Optimization (#SESNY)

Aug 20, 2015

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Page 1: Landing Page Optimization (#SESNY)

Nathan RichterStrategic Services Director

Landing PageOptimization

@monetate New York | March 19-23, 2012 | #sesny

Page 2: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

NFLSHOP.COM

Page 3: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

works in the browser

viewer browser

single one-time cut & paste tag

Page 4: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

20%14%

27%

12%6% 4% 4% 2% 1%

16%20%

31%

16%

7% 6% 2% 1% 0%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000

Source: 2011 Conversion Report from eConsultancy

Response 2010: 222

Response 2019: 271

Who’s Testing Now?

61% do less than 5 tests per month

Page 5: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Mindset of a

Hunter!

Page 6: Landing Page Optimization (#SESNY)

Mindset of a

Farmer!

Page 7: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

lurks in every segment, of every metric. Start with high volume or high value segments.

Inboundsearch keyword/term,

search engine, social referrer

Visitor ProfileVisitor brand affinity, prior purchase history, preferences, etc.

TimeWhen do they visit, when do they research

BehaviorVisitor recency, frequency, Site interaction

GeographyGeo location of visitor, location of nearest store, nearest distribution center

Customer GroupsAffinity, Preferences, Multi-channel, Member

The Prep

Page 8: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Personalize the site experience

Site ContentCustomer Profile

Keyword

Page 9: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

• Merchandising• Creative/Design• IT/Development• Analytics

Assessing Your Opportunity

Resources Available Business Unit Support

• Testing tool(s)• Platform Capabilities• People power• Promotions?

Page 10: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 11: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Gear - Official Site

100’s of waterproof jackets in stockFREE shipping on all orders over $60

Page 12: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 13: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 14: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Insert Geo-Targeted ban!er

Page 15: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Replace hero image

Page 16: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Change images

Page 17: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Average conversion improvement range 5%-20% (as high as 100% )Message Consistency

1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

2. Images

3. Product

Page 18: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Free ShippingOn Orders Over $50!

*Details

Page 19: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Free ShippingOn All Orders - No Minimum

*Details

Page 20: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Average conversion improvement range 25%-40% (as high as 150% )Promotion Testing

1. Natural - lower acquisition costFree Shipping

On All Orders - No Minimum*Details

Free ShippingOn Orders Over $50!

*Details

2. Paid - part of ROI analysis

Page 21: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

TOP RATED

TOP RATED

Page 22: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

TOP RATED

Page 23: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Badging

New!

Men’s dress shirt LG $59.95

Conversion impact as high as 55%

Page 24: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 25: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

100’s de chaquetas impermeables en el envío de archivo LIBRE de todos los pedidos de más de $ 60

Page 26: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Conversion improvement as high as 100%

Geo-targeting

Page 27: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 28: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 29: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

a Landing Session

Make it

Page 30: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 31: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Page 32: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

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@monetate New York | March 19-23, 2012 | #sesny

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@monetate New York | March 19-23, 2012 | #sesny

Page 35: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Tactics to Improve ConversionConsistency! Message, Image, Merchandise...Average conversion improvement = 5% to 20%

Product BadgingUp to 55% conversion impact

Promotional TestingUp to 150% conversion

International / Geo-Target MessagingUp to 100% conversion improvement

Communicating SuccessPriceless!

Page 36: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

20%14%

27%

12%6% 4% 4% 2% 1%

16%20%

31%

16%

7% 6% 2% 1% 0%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000

Source: 2011 Conversion Report from eConsultancy

Response 2010: 222

Response 2019: 271

Who’s Testing Now?

61% do less than 5 tests per month

Page 37: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

20%14%

27%

12%6% 4% 4% 2% 1%

16%20%

31%

16%

7% 6% 2% 1% 0%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000

Source: 2011 Conversion Report from eConsultancyResponse 2010: 222

Response 2019: 271

Avg. Monetate customer runs 40-60 campaigns per month

61% do less than 5 tests per month

Who’s Testing Now?

Page 38: Landing Page Optimization (#SESNY)

@monetate New York | March 19-23, 2012 | #sesny

Thank YouMonetate’s 10 Best Practices and more:

http://monetate.com/resources

Contact:

[email protected]

More Resources!