Conversion Optimization in the Extended Web

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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• Optimize promotional elements

• Good candidates for MVT

• Relatively easy with page tagging


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• Optimize datacollection andapplication flow

• Relatively hard—requires change to software

• Good candidates for A/B testing


Optimize for your entire audience.

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


Less about conversion optimization, more about web site usability.


Two exceptions.And victory.And peace.


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• Optimize banners,side bar elements

• Elements often A/B tested independently

• Relatively easy with page tagging


• Optimize home page

• Promotional expectations

• A/B testing

• MVT

• Optimization goal?


Optimize for your entire audience.*

* Some personalization possible.

Outer Web: Landing Pages, Microsites, and More

The outer web: marketing improvisesa solo.


• Self-contained

• Loosely-coupled

• Optional navigation

• Different layouts

• Quick to deploy

• Not permanent

• Controlled traffic

• Hosted solutions independent of IT


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C

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

Low risk, high payoff.


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


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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…


Optimize for an intimate audience.

This isn’t bad.



But this is way better.


Optimize to a specific audience, not an average one.


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


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

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


Message mismatch.

I think I clicked the wrong link.


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

Conversion juju: bad.


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

“Step away from the AdWords

console!”


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

Conversion Optimization in the Extended Web

Technology

Transcript of Conversion Optimization in the Extended Web