> Landing page tes-ng < Smart data driven marke-ng
May 19, 2015
> Landing page tes-ng < Smart data driven marke-ng
April 2012 © Datalicious Pty Ltd 2
Twi1er @datalicious
> 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
> Smart data driven marke-ng
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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”
> Clients across all industries
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> What methods work best?
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Google: “econsultancy tes-ng buyers guide”
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Don’t reinvent the wheel
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“landing page op-misa-on”
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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, etc
> 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
> Introducing hero vs. challengers
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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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The li1le things count
> It’s the small things that count
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> Online form best prac-ce
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Maximise data integrity Age vs. year of birth Free text vs. op-ons
Use auto-‐complete wherever possible
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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
> ClickTale heat maps
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The phone s-ll rings
> Use unique phone numbers
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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
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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
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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
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Targe-ng before tes-ng
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
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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
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Phase 4: Re-‐targe-ng test
> Seamless online experience
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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
> Product silos waste ad impressions
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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
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
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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
> 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
> SuperTag tag management
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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
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Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi1er.com/datalicious
Data > Insights > Ac-on
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