Keys to a Successful Landing Page Andrew Eisner Vice President, Client Services.
Post on 28-Dec-2015
Keys to a Successful Landing Page
Andrew EisnerVice President, Client Services
Optimost BackgroundOptimost helps customers improve their conversion rates online through real-time testingCompany founded in 2001First on-demand multivariable optimization solutionMarket leader most diverse client base
Entire company and platform built with mindset of multivariable optimizationMethodology: developed with experts from Harvard Business School, Columbia Business School, Yale School of ManagementTechnology: content management, analyticsFull-service: dedicated client services team to support test design, production, and analysis
Over 150 Customers
Not Just One Decision.
keyword group: legal musickeyword group: burn musickeyword group: buy musickeyword group: radioNot Just A Landing Page
Radio KeywordsWinning Bullet PointsLosing Bullet PointsEXAMPLE: Winning bullet points varied by keyword segmentRadio KeywordsBuy Music KeywordsBuy Music KeywordsLegal Music KeywordsLegal Music Keywords
EXAMPLE: Adding price information to bullet points increased response in Yahoo segment, even though it had no impact in non-PPC segment
Dont Need To Do Complete Redesign
Control Winner +16.2%
Vs.EXAMPLE: Minor Changes Make A Major Difference
ControlWinner +36.7%EXAMPLE: Minor Changes Make A Major Difference
EXAMPLE: Minor Changes Make A Major DifferenceControl Winner +16.2%
What Works (and Doesnt Work)
CopyAmount of Copydo you need it all?Are Benefits Really BenefitsHeadline/Header Construction
EXAMPLE: Keeping instructions simple worked best
EXAMPLE: Removing No Spam improved performance
EXAMPLE: Satisfaction Guaranteed is important benefitSubscriptions +11.1%
EXAMPLE: Changing headline into question improved responseVs.baseline
Vs.baselineEXAMPLE: Small header changes can make a difference
LayoutOrdering of CopyKeep It Simple
EXAMPLE: Order of Copy Blocks had substantial impact on response ratesClicks to Order -10.6%ControlClicks to Order +8.4%
Vs.UCTR = + 35.4%baselineEXAMPLE: Order of Copy Blocks had substantial impact on response rates
EXAMPLE: Simple Layout Performed Best
ImagesPeopleCelebritiesCEOs, Writers, etc.Endorsements
EXAMPLE: Barry Williams Had a Positive ImpactC = 4Confirmation = Cart =
EXAMPLE: Authors Picture Had Negative EffectBaselineClicks to Order = +3.1%
EXAMPLE: Endorsements outperformed Free messaging
What Works (and Doesnt Work)
Submit ButtonsBe Cool At Your Own Risk CopySizeLocationFlashing Buttons
EXAMPLE: Click Here buttons did significantly betterVs.baseline
EXAMPLE: Red order button was successfulVs.baseline
EXAMPLE: Animated button did very well in promo group, but poorly in generic groupVs.baselineUAR promo group = +7.8%UAR generic group = -5.2%
How to Optimize
The Traditional ProcessA/B Testing
The Traditional Process A/B Testing
The Traditional Process A/B TestingNOTE: for illustrative purposes only - not real data!!!!
Why A/B Testing Is Not Optimal-10%+20%+10%NOTE: for illustrative purposes only - not real data!!!!
Why A/B Testing Is Not Optimal0%+20%+10%NOTE: for illustrative purposes only - not real data!!!!
Why A/B Testing Is Not Optimal Serial A/B TestingMonth 1: ImageMonth 2: HeadlineMonth 3: Form LayoutMonth 4: Submit ButtonMonth 5: Endorsements
A Better Solution:Multivariable OptimizationImages UsedLayout; including Right/LeftMain headlineCopy and OrderOf Sell Points
Form Headline CopyForm LayoutSubmit ButtonsInclude Phone Number?
A Better Solution:Multivariable OptimizationMain Headline:Lose 10 Pounds by April 20Want to Lose 10 Pounds?Get the Perfect Diet for YOUGet Your Free Diet ProfileCopy and Order of Sell Points:What makes eDiets different? - 24/7 Support - Convenience and Privacy - No meeting to attend - No expensive foods to buy
What makes eDiets different? - Customized meal plans and shopping lists - 24/7 Support - Convenience and Privacy - No meeting to attend - No expensive foods to buy
Top 5 reasons to join eDiets - Customized meal plans and shopping lists - 24/7 Support - Convenience and Privacy - Personalized fitness plans and workouts - Expert health and fitness advice
Potentially Millions of Possible Permutations
Much Fewer Needed for Reliable Results
Much Fewer Needed for Reliable Results 35% 29% 29% 31% 30% 30% 34% 38% 30% 29%NOTE: for illustrative purposes only - not real data!!!!
Winner+15%NOTE: for illustrative purposes only - not real data!!!!
WinnerIndividual Effects-4%+15%+9%-3%-4%-3%+5%+15%NOTE: for illustrative purposes only - not real data!!!!
WinnerIndividual Effects-4%+15%+9%-3%-4%-3%PredictedWinner+5%+15%+29%NOTE: for illustrative purposes only - not real data!!!!
Why Isnt This Done In Real World?
Real WorldInternetCreative cost would be prohibitiveTechnology can result in huge efficiency in creative developmentGetting large enough sample would be prohibitiveFinding target audience is easy (and can be performance-based)
Guaranteeing balanced sample size is difficultTechnology easily manages thisTimeline for response loop is too longReal-Time TrackingInstant Iterating
Benefits of Multivariable OptimizationAbility to test multiple variables and values simultaneously, without increasing sample sizeTimeline significantly reducedCan test Non-Obvious factorsFind best solution out of much higher quantity of versionsActual data on best out of 200 rather than best out of 2Ability to predict the best out of 2 million rather than best out of 2Learn where to focus developments efforts going forwardDiscover how much each variable contributes to performance
Methodology Is CriticalTest Population Evenly DistributedDay of WeekTime of DaySource of TrafficChoose Values in Logical, Methodical FashionMultivariable Testing: Cant Choose Versions At RandomIs It Statistically Significant?
Final ThoughtsBe Adventurous!Limited Downside and Unlimited Upside
There Are Always Ways to ImproveUntil youre getting 100% conversion rates, you can do better!
Thank You! www.optimost.com email@example.com