Quick Win Clinic (Part I): The 5 easiest changes to make to your landing pages right now
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Quick Win Clinic (Part I): The 5 easiest changes to make to your landing pages right now
#webclinic
Join the conversation on Twitter
#webclinic
#webclinic
Today’s team
Dr. Flint McGlaughlin Managing Director
Zuzia Soldenhoff-Thorpe Research Manager
Brian Carroll Executive Director of Revenue Optimization
#webclinic
Background: Denmark-based Saxo Bank sells access to a foreign exchange trading platform.
Goal: To get visitors to sign up for a free trial
Primary Research Question: Which landing page will have the highest free trial sign-up rate?
Test Design: A/B split test
Experiment ID: Saxo Bank Forex Trading Source: Optimization Summit Attendee, Michael Aagaard, Online-TekstForfatter.dk
Research Notes:
Experiment: Background and design
#webclinic
Optimization Summit 2012
Meet Michael Aagaard at Optimization Summit 2012 in Denver. You can attend his 30 Ideas in 30 Minutes session with Adam Lapp (Associate Director, Optimization and Strategy).
MECLABS.com/OptimizationSummit
Michael Aagaard
#webclinic
Call for student work
If you, like Michael, have any tests you would like to share with the MarketingExperiments team, email us at:
#webclinic
Experiment: Control Control
#webclinic
Experiment: Treatment Treatment
#webclinic
Experiment: Side-by-side
Control Treatment
#webclinic
99.4% Increase in conversion
The new page design improved the conversion rate by 99.4%
Experiment: Results
Version CR Relative Difference Confidence Interval
Control 2.00%* - -
Treatment 3.99%* 99.4%
What You Need to Understand: By making a few simple changes to the page, the treatment was able to achieve a 99.4% higher conversion rate. * Conversion rates have been anonymized to protect Saxo Bank.
99%
#webclinic
Control Treatment
How different are these pages?
99% IN CONVERSION
#webclinic
How different are these pages?
Control Treatment
541% IN CONVERSION
#webclinic
How different are these pages?
Control Treatment
548% IN CONVERSION
#webclinic
How different are these pages?
Control
No Difference
Treatment
#webclinic
1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.
2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
What you need to understand
F Key Principles
#webclinic
Marketer Market Value Proposition
Customer Logic vs. Company Logic
#webclinic
1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.
2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page.
What you need to understand
F Key Principles
#webclinic
Today, we are going examine five simple landing page changes that can have dramatic impact on the customer’s mind.
Today’s Focus
#webclinic
CHANGE #1: Headlines – From hype to conversation
#webclinic
CHANGE #1 Headlines – From hype to conversation (example)
Control
From this …
#webclinic
CHANGE #1 Headlines – From hype to conversation (example)
… to this
Treatment
99% IN CONVERSION
#webclinic
CHANGE #1 Headlines – From hype to conversation (example) From this …
Headline asks a question that can’t be answered by readers.
#webclinic
CHANGE #1 Headlines – From hype to conversation (example) … to this
90% IN CONVERSION
Headline clearly communicates the overall benefit of the product.
#webclinic
CHANGE #1 Headlines – From hype to conversation
Live Optimization
Channel: PPC Target Audience: HR managers and decision makers Link: bit.ly/LoyaltyWorks
#webclinic
CHANGE #2: Copy – From marketer value to customer value
#webclinic
CHANGE #2 Copy – From marketer value to customer value (example)
Control From this …
The free demo account offer is buried underneath company-centric copy.
#webclinic
CHANGE #2 Copy – From marketer value to customer value (example)
… to this
Treatment
99% IN CONVERSION
The free demo account with simulation funding is highlighted at the beginning of the copy and is the main offer on the page.
#webclinic
From this …
CHANGE #2 Copy – From marketer value to customer value (example)
Value in copy is segmented by company arbitrated categories.
#webclinic
… to this CHANGE #2 Copy – From marketer value to customer value (example)
81% IN CONVERSION
Value in copy is focused around overall benefits of insurance.
#webclinic
CHANGE #2 Copy – From marketer value to customer value
Live Optimization
Channels: SEO and PPC Target Audience: Anyone suffering from plantar fasciitis and looking for relief Link: bit.ly/KuruShoes
#webclinic
CHANGE #3: Objectives – From multiple focus to single focus
#webclinic
CHANGE #3 Objectives – From multiple focus to single focus (example) From this …
Extra navigation and “live chat” give viewers more reasons to click away from the offer.
#webclinic
99% IN CONVERSION
CHANGE #3 Objectives – From multiple focus to single focus (example)
… to this
Extra navigation and “live chat” eliminated
#webclinic
From this …
CHANGE #3 Objectives – From multiple focus to single focus (example)
The control presents four competing calls-to-action …
#webclinic
… to this
CHANGE #3 Objectives – From multiple focus to single focus (example)
The treatment clearly presents the customer with a single objective.
103% IN CONVERSION
#webclinic
CHANGE #3 Objectives – From multiple focus to single focus
Channels: Organic search keywords like “Bahamas cruises,” links in emails, site navigation Target Audience: Consumers interested in learning about our Hawaii cruise Link: bit.ly/HawaiiCruiseLP
Live Optimization
#webclinic
Quick Win Clinic Part II at Optimization Summit
Download the preparation kit for Part II The Quick Win Clinic Part II will be held at the Optimization Summit. In it, our Research Analysts will walk you through designing and implementing a test for a quick win. Download the preparation kit here:
MarketingExperiments.com/QuickWinClinic2
#webclinic
CHANGE #4: Images – From irrelevant art to relevant message
#webclinic
From this …
CHANGE #4 Images – From irrelevant art to relevant message (example)
Only image on the page is dedicated to live chat support.
#webclinic
99% IN CONVERSION
… to this
CHANGE #4 Images – From irrelevant art to relevant message (example)
Image clearly communicates value of the product.
#webclinic
CHANGE #4 Images – From irrelevant art to relevant message (example) From this …
Control uses a stock image of a customer support representative.
#webclinic
CHANGE #4 Images – From irrelevant art to relevant message (example)
… to this
35% IN CONVERSION
Image of a recognizable company founder
#webclinic
CHANGE #4 Images – From irrelevant art to relevant message
Live Optimization
Channel: Promotional email sent to marketers on various publishers' lists Target Audience: Online marketing managers for B2C retailers Link: bit.ly/BrontoCarts
#webclinic
CHANGE #5: Trust – From anxiety to credibility
#webclinic
CHANGE #5 Trust – From anxiety to credibility (example)
From this …
#webclinic
… to this
CHANGE #5
99% IN CONVERSION
Trust – From anxiety to credibility (example)
#webclinic
CHANGE #5 Trust – From anxiety to credibility (example)
From this …
Credibility is communicated in bottom right corner, out of the main eye-path.
#webclinic
… to this
CHANGE #5 Trust – From anxiety to credibility (example)
29% IN CONVERSION
Credibility is communicated near the top of the page, and anxiety is reduced near CTA.
#webclinic
CHANGE #5 Trust – From anxiety to credibility
Live Optimization
Channel: PPC keywords like “truck driver jobs” Target Audience: Males, 25-55 with HS diploma (or GED) unemployed and underemployed Link: bit.ly/PamTrucks
#webclinic
Summary: Putting it all together
When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page.
CHANGE #1: Headlines – From hype to conversation
CHANGE #2: Copy – From marketer value to customer value
CHANGE #3: Objectives – From multiple focus to single focus
CHANGE #4: Images – From irrelevant art to relevant message
CHANGE #5: Trust – From anxiety to credibility
F Key Principles
#webclinic
Live Optimization
#webclinic
MECLABS.com/OptimizationSummit
#webclinic
Live Optimization
Channel: In app "push" message when opening our android app Target Audience: Mobile business people, professionals, impulse buyers Link: bit.ly/QuickOfficePush
Smartphone in-app screen
#webclinic
Live Optimization
Channel: Weddings & Events emails Target Audience: Brides and bridesmaids looking to purchase in next six months Link: bit.ly/ATaylorLP
#webclinic
Live Optimization
Channel: Major display campaign Target Audience: IT decision makers Link: bit.ly/MS365LP
#webclinic
MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.
Learn more about how you may be a fit for a MECLABS research partnership: • Select Research Partnership
Opportunities on the post-webinar survey
• Contact us directly [email protected] 1-877-635-0565
MECLABS Research Partnership Opportunities
x
Related Documents
