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SMX Landing Page Optimization

May 19, 2015

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The presentation discusses the impact of landing page optimization to marketing campaigns.
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Page 1: SMX Landing Page Optimization

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

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April  2012   ©  Datalicious  Pty  Ltd   2  

Twi1er  @datalicious  

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>  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy-cs  history  §  Official  Omniture  &  Google  Analy-cs  partner  §  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      April  2012   ©  Datalicious  Pty  Ltd   3  

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>  Smart  data  driven  marke-ng  

April  2012   ©  Datalicious  Pty  Ltd   4  

Media  A1ribu-on  &  Modeling  

Op-mise  channel  mix,  predict  sales  

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

Boos-ng  ROI  

Targe-ng  &  Merchandising    Increase  relevance,  reduce  churn  

“Using  data  to  widen  the  funnel”  

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>  Clients  across  all  industries  

April  2012   ©  Datalicious  Pty  Ltd   5  

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>  What  methods  work  best?  

April  2012   ©  Datalicious  Pty  Ltd   6  

Google:  “econsultancy  tes-ng  buyers  guide”  

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April  2012   ©  Datalicious  Pty  Ltd   7  

Don’t  reinvent  the  wheel  

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“landing  page  op-misa-on”  

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The  holy  trinity  of  tes-ng  

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>  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  

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>  Best  prac-ce  tes-ng  roadmap  

§  Phase  1:  A/B  test  –  Test  same  landing  page  content  in  different  layouts  

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

§  Phase  3:  Repeat  –  Hero  vs.  challengers  

§  Phase  4:  Re-­‐targe-ng  April  2012   ©  Datalicious  Pty  Ltd   12  

Element  #1:  Prominent  headline  

Element  #2:    Call  to  ac-on  

Suppor-ng    content  

Element  #3:  Social  proof  /  trust  

Terms  and  condi-ons  

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>  Introducing  hero  vs.  challengers  

April  2012   ©  Datalicious  Pty  Ltd   13  

Hero  #1  CTR  =  1%  

Challenger  #1  CTR  =  0.5%  

Challenger  #2  CTR  =  1.5%  

Challenger  #3  CTR  =  1%  

Challenger  #4  CTR  =  1%  

New  hero  #2    =  Challenger  #2  

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April  2012   ©  Datalicious  Pty  Ltd   14  

The  li1le  things  count  

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>  It’s  the  small  things  that  count  

April  2012   ©  Datalicious  Pty  Ltd   15  

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>  Online  form  best  prac-ce  

April  2012   ©  Datalicious  Pty  Ltd   16  

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

Use  auto-­‐complete    wherever  possible  

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April  2012   ©  Datalicious  Pty  Ltd   17  

Design  is  important  

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PROMINENT  HEADLINE  THAT  USES  COLOUR  HIGHLIGHTS  TO  FOCUS  VISITOR  ATTENTION  

iPhone  4S  picks  up  where  amazing  lee  off.  It's  the  fastest,  most  powerful  iPhone  ever.  It  features  an  8-­‐megapixel  camera  with  all-­‐new  op-cs.  It  records  stunning  1080p  HD  video.  It  comes  with  iOS  5  and  iCloud.  And  it's  the  only  phone  with  Siri-­‐your  intelligent  assistant  that  helps  you  get  things  done,  just  by  using  your  voice.  More  info  ...  

Chris-an  Bartens:  Great  phone,  awesome  value,    this  deal  changed  my  life!  

BUY  NOW  

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Challenge  your  perspec-ve  

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>  ClickTale  heat  maps  

April  2012   ©  Datalicious  Pty  Ltd   27  

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The  phone  s-ll  rings  

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>  Use  unique  phone  numbers  

April  2012   ©  Datalicious  Pty  Ltd   29  

2  out  of  3  callers  hang  up  as  they  cannot  get  their    informa-on  fast  enough.    Unique  phone  numbers  can  help  improve  call  experience.  

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>  Jet  Interac-ve  call  analy-cs  

April  2012   ©  Datalicious  Pty  Ltd   30  

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>  Unique  phone  numbers  

§  1  unique  phone  number    –  Phone  number  is  considered  part  of  the  brand  – Media  origin  of  calls  cannot  be  established  – Added  value  of  website  interac-on  unknown  

§  2-­‐10  unique  phone  numbers  – Different  numbers  for  different  media  channels  –  Exclusive  number(s)  reserved  for  website  use  –  Call  origin  data  more  granular  but  not  perfect  – Difficult  to  rotate  and  pause  numbers  

April  2012   ©  Datalicious  Pty  Ltd   31  

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>  Unique  phone  numbers  §  10+  unique  phone  numbers  – Different  numbers  for  different  media  channels  – Different  numbers  for  different  product  categories  – Different  numbers  for  different  conversion  steps  –  Call  origin  becoming  useful  to  shape  call  script  –  Feasible  to  pause  numbers  to  improve  integrity  

§  100+  unique  phone  numbers  – Different  numbers  for  different  website  visitors  –  Call  origin  and  -me  stamp  enable  individual  match  –  Call  conversions  matched  back  to  search  terms  

April  2012   ©  Datalicious  Pty  Ltd   32  

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Targe-ng  before  tes-ng  

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Purchase  Cycle  

Segmenta-on  based  on:  Referrals,  search  terms,  ad  clicks  and  website  behaviour  

Data    Points  

Product  1   Product  2   Product  N  

Default,  awareness  

Acquisi-on  message  1  

Acquisi-on  message  4  

Acquisi-on  message  N  

Default  

Research,  considera-on  

Acquisi-on  message  2  

Acquisi-on  message  5  

Landing    page  view  

Purchase  intent  

Acquisi-on  message  3  

Acquisi-on  message  6  

Buy  now  click  

>  Targe-ng  before  tes-ng  is  key  

April  2012   ©  Datalicious  Pty  Ltd   34  

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Test   Segment   Content   Success   Difficulty   Poten-al  

Test  1   Product  1  

Offer  1A  

Clicks   Low   $100k  Offer  1B  

Offer  1C  

Test  2   Product  2  

Offer  2A  

Clicks   High   $100k  Offer  2B  

Offer  2C  

>  Tes-ng  matrix  to  priori-se  tests  

April  2012   ©  Datalicious  Pty  Ltd   35  

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Phase  4:  Re-­‐targe-ng  test  

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>  Seamless  online  experience  

April  2012   ©  Datalicious  Pty  Ltd   37  

Affiliates,  paid,  organic  search  

DM,  TV,  print,    outdoor,  etc  

Display    ads  

Display  ad    re-­‐targe-ng  

Online/offline  conversion  

Email,  DM,  call  center  follow-­‐up  

Dynamic    landing  pages  

Main  website  (re-­‐)targe-ng  

PURLs  /  Search  calls  to  ac-on  

My  Account    (re-­‐)targe-ng  

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>  Product  silos  waste  ad  impressions  

April  2012   ©  Datalicious  Pty  Ltd   38  

Product  1  campaign  

Product  2  customer  

Product  1  prospect  

Product  3  prospect  

Product  2  campaign   Product  3  campaign  

Product  3  customer  

Product  2  prospect  

Product  1  prospect  

Product  1  customer  

Product  3  prospect  

Product  2  prospect  

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Group  wide  campaign  without  hard  product  budgets  to  enable  serving  of  right  ad  to  right  person  at  the  right  -me  

>  Remove  silos  for  smart  targe-ng  

April  2012   ©  Datalicious  Pty  Ltd   39  

Product  2  prospect  

Product  1  prospect  

Product  3  prospect  

Product  3  prospect  

Product  2  prospect  

Product  1  prospect  

Product  1  prospect  

Product  3  prospect  

Product  2  prospect  

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>  Website  op-misa-on  tools  

§  hlp://www.google.com/websiteop-mizer    §  hlp://www.google.com/analyics    §  hlp://visualwebsiteop-mizer.com/      §  hlp://www.omniture.com/      §  hlp://www.clicktale.com/      §  hlp://browsersize.googlelabs.com/      §  hlp://www.feng-­‐gui.com/      §  hlp://www.je-nterac-ve.com.au/        April  2012   ©  Datalicious  Pty  Ltd   40  

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>  SuperTag  tag  management  

41  

SuperTag  

Conversion  Tracking  

Conversion  De-­‐duping  

Media  A1ribu-on    

Behavioral  Targe-ng  

A/B  Tes-ng  Heat  Maps  

Live    Chat  

Web  Analy-cs  

Any  JavaScript  

Easily  implement  and  update  any  tag  on  any  websites  without  or  limited  IT  involvement    De-­‐duplicate  conversions  for  CPA  deals  and  align  repor-ng  figures  across  plamorms    Collect  accurate  mul--­‐channel  media  alribu-on  data  to  provide  advanced  insights    Enable  advanced  features  such  as  targe-ng,  tes-ng  and  chat  to  op-mise  user  experience  

April  2012   ©  Datalicious  Pty  Ltd  

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Contact  me  [email protected]  

 Learn  more  

blog.datalicious.com    

Follow  me  twi1er.com/datalicious  

 

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Data  >  Insights  >  Ac-on  

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