landing page optimisation
DESCRIPTION
The best practice introduction to the important field of Landing Page Optimization. A brief overview of the elements, anatomy, KPIs and processes of LPO in order to maximize CR and RPV. Introduction to Online Marketing Channels Anatomy of a Landing Page Elements of a Landing Page Landing Page Scenarios LPO Outcomes In collaboration with Paul Sandberg and Juan Vaamonde. For feedback, don't hesitate to email.TRANSCRIPT
L P O O P T I M I S A T I O N
An introduction to Landing Page Optimisation
by Chris, Juan & Paul
I N T R O D U C T I O N
“So what’s this LPO stuff all about...”
So you’re thinking...
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I N T R O D U C T I O N
The answer is...The Landing Page Optimisation team (LPO)
have created this presentation to outline:
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What we do. Why we do it. How we do it.
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I N T R O D U C T I O N
We hope it will inform those that would like
to understand our role in this company and
and assist those that create performance
oriented content.
A fun and helpful tool.LPO shouldn’t be mysterious or scary.
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I N T R O D U C T I O N
These guidelines will be a continuously
evolving entity. We aim to eventually have
an interactive and responsive version.
(With Steven's help)
Always learning & adapting.Version 2.0 of the LPO Guidelines
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I N T R O D U C T I O N
We are a Data and Design driven team,
that aims to constantly improve the results
of our landing pages.
Us in a nutshell.The LPO Team.
The business side.A
The What & the Why.
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S E C T I O N A / I N T R O D U C T I O N
OPTIMISE EXTERNAL TRAFFIC
SEM
DISPLAY, SOCIAL MEDIA
AFFILIATE
CRM/NEWSLETTER
MarketingChannels
Fresh victims.Getting visitors on the site
Marketing channels optimize the traffic
itself. Different channel means different
traffic means different landing page.
LPO optimizes external traffic's buying
behaviour coming from various
marketing channels.
1 L P O I N T H E I C O N I C
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Search Engine Marketing.Brief overview
All displayed content whenever you "google" something.Yellow marked links is paid traffic and the most clicked ones. Because of the high number of visitors, a small improvement in landing page has a great impact on the site's performance.
CLICKS: 1,050 K
REVENUE: $ 1,110 K
COSTS: $ 570 K
(November 2012)
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SEM
Current LPO involvement in SEM traffic.
22%
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Display Marketing.Brief overview
A 1 L P O I N T H E I C O N I C
Banner advertisement on other websites. These banners include picture material, which is the visitor's first teasing contact.These visitors would rather make an impulse buy and therefore need to be welcomed in a different way.
CLICKS: 160 K
REVENUE: $ 240 K
COSTS: $ 160 K
(November 2012)
Display
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Current LPO involvement in Display traffic.
8%
Love at first sight.Encouraging them to buy
External traffic's first step on our website
needs to convince immediately.
Based on learnings & logical assumptions
landing pages are created and tested.
The greater the elements of a page, the
greater the performance. (see later)
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OPTIMISE LANDING PAGE
KickassLanding
Page
LPO Team
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One simple mission: Get them to click & convert.
We’ve got them!Keeping users, with great UX
The visitor arrived & clicked.
The Onsite Team is now taking over in
convincing them to convert.
They came, they saw, they converted.
We’ll explain this later
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MAXIMISE RPVCR & AOV
Onsite Team
www.theiconic.com.au
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More money.Getting visitors to convert.
The Iconic's main goal is to increase
revenue.
That's why it's always good to increase
not only the number of orders, but also
their basket sizes.MAXIMISEREVENUE
The Iconic
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A 1 L P O I N T H E I C O N I C
A to Z.What we analyse.
The LPO Team analyses various
performance indicators:
CR - conversion rate
AOV - average order value
RPV - revenue per visitor
BR - bounce rate
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A 1 L P O I N T H E I C O N I C
OrdersVisitors
CR=
AOV=
RPV=
RevenueOrders
RevenueVisitors
The big picture.LPO in the context of the company.
A 1 L P O I N T H E I C O N I C
MAXIMISEREVENUE
The Iconic
MAXIMISE RPVCR & AOV
Onsite Team
www.theiconic.com.au
OPTIMISE LANDING PAGE
KickassLanding
Page
LPO Team
OPTIMISE EXTERNAL TRAFFIC
SEM
DISPLAY, SOCIAL MEDIA
AFFILIATE
CRM/NEWSLETTER
MarketingChannels
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The whole process.An overview of the AB testing user journey.
A 1 L P O I N T H E I C O N I C
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External Traffic
Low conversions
High conversions
No conversions
SPLITTER LPO TEAM
COOKIE LANDING PAGE CONVERSIONSHOPPING
Original
Challenger1
Challenger2
Give it to me straight!What is it?
It is a single web page
that appears in response
to clicking on a search
result or an online
advertisement
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A 2 A N A T O M Y O F A L A N D I N G PA G E
Show what they expect.Clicking and arrival
Should usually display a
logical extension of the
advertisement, search
result or link
We have shoes!
SHOES!
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A 2 A N A T O M Y O F A L A N D I N G PA G E
One for all & all for revenue.What’s the goal of the LPO team?
LPO's task is to welcome visitors in the best way to encourage as many to purchase as much as possible.
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Clear. Relevant. Appealing.Effects of the ideal landing page
The visitor knows instantly that he arrived on a site which offers the required product
The visitor knows instantly where to click & find the product
The visitor got motivated to start browsing/purchasing
The visitor will convert more than initially intended
SHOES! “Just what I was looking for!”
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A 2 A N A T O M Y O F A L A N D I N G PA G E
How do I build this thing?Elements of the ideal landing page
Use relevantcontent
Imagery
GoodUsability
(Layout/ typography)
GoodLooks
(Aesthetics)
Sendsa clear
message“I think I’ll buy something!”
They’ll buy/spend more than originally intended.
(hopefully)
THE ELEMENTS
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Use relevant content.Being aware of the SEM keywords...
Display not only main-category but also
all relevant sub-categories
Sorted from highest revenue to lowest
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Happy snap.Emotion. Emotion. Emotion.
PHOTOS OF PEOPLE
Women are more appealing for unisex pages
Models body language towards navigation/CTA
Preferably close-ups and positive facial expressions
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Happy snap.Using appealing and high quality imagery.
PHOTOS OF PRODUCTS
Blurry background & focus on product
Imagery needs to convey positive emotions!!
Happy colours and high contrast
High resolution
Close-ups are more expressive
Proper imagery is a key-driver for performance-increase
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Design matters.Using good usability to strengthen the LP.
Don’t interrupt the visitor’s reading flow
The visitor needs to know within 2-3 seconds, how the
landingpage is structured
CTA always needs to be easy to spot
See as much content as possible (consider the fold)
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Design matters.Using good usability to strengthen the LP.
CURRENT BEST PRACTICE EXPERIENCE
Left-Hand Navigation
Centre teaser
Right-Hand Brandwall / Category Teaser
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SHOES! clothes!
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Don’t confuse the customer.Increasing the chances of a click
Headline on most valuable “real estate” the top-left corner
Crisp & clear CTA
Shop now, See all, Sign Up
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SHOES!shop now
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When the magic happens.Encouraging the purchase
The landing page contains all necessary elements
The customer clicks & leaves the landing page
...starts browsing (onsite experience)
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Onsite Team
www.theiconic.com.au
LPO Team
SHOES!
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Content.Scenario Dresses
SEM KEYWORDS: “SHOP DRESSES ONLINE”
Display not only “Dresses” but also:
Party Dresses
Cocktail Dresses
Evening Dresses
Bridesmaid Dresses etc
CTAs
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Appealing imagery.Scenario Dresses
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Appealing imagery.Scenario Men’s Clothes
A 4 L A N D I N G PA G E S C E N A R I O S
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Appealing imagery.Scenario Men’s Shoes
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Good usability.Scenario Dresses
A 4 L A N D I N G PA G E S C E N A R I O S
NAVIGATION
BRANDS / SUB-CATEGORIES /PRODUCT TEASERTEASER
dresses
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Categories
Categories
Categories
Categories
Categories
LPO / optimisation value.The value of LPO testings in terms of money
Optimisation value: monthly additional revenue of $ 70,000 (November 2012)
AVERAGE REVENUE PER VISITOR(external traffic involved in tests)
NowBefore LPO(August 2012)
A 5 L P O O U T C O M E S
$0.67 $1.13
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Learnings so far.A summary of our findings.
IMAGERY
Positive imagery (happy emotions)
Body language pointing to content / CTA
Emotion. Emotion. Emotion.
Close-ups / facial expressions
Preferrably outdoor shoots
Plain backgrounds (prevent distractions)
Women model for unisex pages
A 5 L P O O U T C O M E S
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Learnings so far.A summary of our findings.
COMPREHENSIBILITY
easy-to-spot CTAs (high contrast, exclusive colouring)
high contrast legibility
happy & flashy colours
readable fonts
preferrably dark text on light background
A 5 L P O O U T C O M E S
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Learnings so far.A summary of our findings.
CONTENT
List categories by revenue (highest to lowest)
Category "preview" should display category best-sellers
(Merchandise export)
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StrategyLooking forwards.
NOW
Use learnings and adapt major changes on marketing
channel's big campaigns.
SOON
Tweak landingpages on smaller campaigns. This will give
the visitor more specific experiences.
A 5 L P O O U T C O M E S
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LPOWEBDESIGN
WEBDESIGN
DATA DRIVENDESIGN
LPO
LPO
TO BE CONTINUED...