Landing Pages & Multivariate Testing to Increase Conversions

Scott Brinkertwitter: @chiefmartec

www.ioninteractive.com

SMX West 2010 Santa Clara, CA

Multivariate Testing

Conversion Optimization

Landing Page Optimization

Web Site Optimization

Post-Click Marketing

Same biscuit, different

name?

Core Web: Applications

• Catalogs

• Shopping carts

• Check-outs

• Subscriptionsign-ups

• Product configurators

• Store locators

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Core Web: Applications

• Optimize promotional elements

• Good candidates for MVT

• Relatively easy with page tagging

Core Web: Applications

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• Optimize datacollection andapplication flow

• Relatively hard—requires change to software

• Good candidates for A/B testing

Core Web: Applications

Optimize for your entire audience.

Core Web: Applications

Inner Web: Navigable Web Site

• Content reached via navigation

• Can optimize page elements

• Hard to test new content or flows

• Constrained by information architecture

• Constrained by reference expectations

Inner Web: Navigable Web Site

Less about conversion optimization, more about web site usability.

Inner Web: Navigable Web Site

Two exceptions.And victory.And peace.

Inner Web: Navigable Web Site

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• Optimize banners,side bar elements

• Elements often A/B tested independently

• Relatively easy with page tagging

Inner Web: Navigable Web Site

• Optimize home page

• Promotional expectations

• A/B testing

• MVT

• Optimization goal?

Inner Web: Navigable Web Site

Optimize for your entire audience.*

* Some personalization possible.

Outer Web: Landing Pages, Microsites, and More

The outer web: marketing improvisesa solo.

Outer Web: Landing Pages, Microsites, and More

• Self-contained

• Loosely-coupled

• Optional navigation

• Different layouts

• Quick to deploy

• Not permanent

• Controlled traffic

• Hosted solutions independent of IT

Outer Web: Landing Pages, Microsites, and More

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Landing pages are ideal for A/B testing—try bold and different ideas.

Low risk, high payoff.

Outer Web: Landing Pages, Microsites, and More

Multi-step landing pages are ideal for behavioral segmentation testing.

Outer Web: Landing Pages, Microsites, and More

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Microsites and high-traffic landing pages are ideal for incremental MVT.

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But before MVT, leverage the key dynamic of the outer web…

Outer Web: Landing Pages, Microsites, and More

Optimize for an intimate audience.

This isn’t bad.

Outer Web: Landing Pages, Microsites, and More

Outer Web: Landing Pages, Microsites, and More

But this is way better.

Outer Web: Landing Pages, Microsites, and More

Optimize to a specific audience, not an average one.

Outer Web: Landing Pages, Microsites, and More

Use outer web agility to deliver promotional offers with high impact.

Outer Web: Landing Pages, Microsites, and More

Use outer web flexibility to stretch your creativity—and differentiation.

Outer Web: Landing Pages, Microsites, and More

Social Web: Facebook Fan Pages, Twitter Accounts

Official outlets in independent social media venues.

Excellent source of traffic—drive to social media landing pages.

Test new ideas, solicit feedback.

Social Web: Facebook Fan Pages, Twitter Accounts

Social media is not limited to the top of the funnel.

It loops back at every stage of a relationship.

Be careful of message match consistency.

Be careful of unfair preferential treatment.

Advertising Networks: Google, Microsoft, AOL

Advertising Networks: Google, Microsoft, AOL

Message mismatch.

I think I clicked the wrong link.

Advertising Networks: Google, Microsoft, AOL

Ad promises you free guide. landing page offers you consultation.

Conversion juju: bad.

Advertising Networks: Google, Microsoft, AOL

It ought to be illegal to place a PPC ad without control over the landing page.

“Step away from the AdWords

console!”

Advertising Networks: Google, Microsoft, AOL

Message match works.

1. See the big picture, optimize everything.

2. Choose the right optimization strategy for each layer.

3. Coordinate between the layers to avoid message mismatch.

3 Takeaways

Thanks—hope you had a ball.

Scott Brinkertwitter: @chiefmartec

www.ioninteractive.com