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1,[object Object],By Anurag Kumar,[object Object],Landing Page Optimization ,[object Object]
Landing page optimization  (LPO),[object Object],Part of conversion optimization, also called Conversion Rate Optimization (CRO),[object Object],LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences,[object Object],With goal of improving the percentage of visitors to the website that become sales leads and customers,[object Object],2,[object Object]
Example of Landing Page Optimization,[object Object],3,[object Object]
Example of Landing Page Optimization,[object Object],4,[object Object]
LPO based on targeting,[object Object],Associative content targeting ,[object Object],rule-based optimization or passive targeting,[object Object],Search, geographical information, generic parameters,[object Object],Explicit non-research based consumer segmentation,[object Object],Predictive content targeting ,[object Object],active targeting,[object Object],Prior purchase, demographic information, browsing pattern,[object Object],Consumer directed targeting ,[object Object],social targeting,[object Object],Reviews, rating, tagging, referrals,[object Object],5,[object Object]
Example of On-Site Behavioral Targeting,[object Object],6,[object Object],Before,[object Object],After,[object Object]
LPO based on experimentation,[object Object],Closed-ended experimentation,[object Object],Consumers are exposed to several variations of landing pages while their behavior is observed,[object Object],At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment,[object Object],Open-ended experimentation,[object Object],Similar to Closed-ended experimentation,[object Object],On-going,[object Object],Landing page is adjusted dynamically as the experiment results change,[object Object],7,[object Object]
Experimentation-based landing page optimization,[object Object],A/B Testing,[object Object],testing of more than one version of a web page,[object Object],usually uniquely created and stand alone,[object Object],Multivariate Testing,[object Object],Testing different modules/containers of a web page,[object Object],Experience Testing,[object Object],change the entire site experience of the visitor ,[object Object],8,[object Object]
A/B Testing,[object Object],9,[object Object]
A/B Testing,[object Object],Pro's of doing A/B Testing:,[object Object],Cheapest way of doing testing since existing resources and tools are used,[object Object],Con's of doing A/B Testing:,[object Object],It is difficult to control all the external factors ,[object Object],hard to discern correlations between elements being tested,[object Object],10,[object Object]
Multivariate Testing,[object Object],11,[object Object]
Multivariate Testing,[object Object],12,[object Object]
Multivariate Testing,[object Object],Existing Tools,[object Object],Free:,[object Object],Google Website Optimizer,[object Object],Paid:,[object Object],Offermatica, Optimost, and SiteSpect,[object Object],Pro's of doing Multivariate Testing:,[object Object],Application Service Provider (ASP) model,[object Object],Easy to implement,[object Object],It can be a continuous learning methodology,[object Object],Con's of doing Multivariate Testing:,[object Object],Need a clean pool of ideas that are sourced from known customer pain points or strategic business objectives. ,[object Object],Website experiences for most sites are complex multi page affairs. ,[object Object],Can only optimizing one page and cannot play a outsized role in final outcome, just the first step or two,[object Object],13,[object Object]
Experience Testing,[object Object],Existing Tools,[object Object],ATG, Blue Martini Software,[object Object],Pro's of doing Experience Testing:,[object Object],Ability to test on your customers in their native environment,[object Object],Five to ten times more powerful results than any other methodology,[object Object],Con's of doing Experience Testing:,[object Object],Need a website platform that supports experience testing,[object Object],It takes longer than the other two methodology,[object Object],It takes more brain power,[object Object],14,[object Object]
Marketing Experiments Conversion Sequence,[object Object],15,[object Object]
What is Motivation? ,[object Object],When we refer to motivation (m), we are thinking of the following two components: ,[object Object],The nature of or reason(s) for the customer’s demand for the product ,[object Object],Why is the customer looking for the product or service? ,[object Object],The magnitude of the customer’s demand for the product ,[object Object],How intense is the customer’s desire for the product or service? ,[object Object],16,[object Object]
5 ways to gain insight on Motivation,[object Object],Look at site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.) ,[object Object],Use the landing page that best matches the motivations of customers arriving via that channel ,[object Object],Analyze order history ,[object Object],Analyze your metrics to see what customers are most likely to buy ,[object Object],Survey your customers, and ask them about their shopping experience ,[object Object],17,[object Object]
What is a Value Proposition? ,[object Object],Determining the (v) for your site requires the following: ,[object Object],You must differentiate your offer from competitors’ ,[object Object],You may match a competitor on every dimension of value except one ,[object Object],You need to excel at least one element of value ,[object Object],18,[object Object]
5 ways to improve Value Proposition ,[object Object],Headlines ,[object Object],make it clear why a customer should try your product or shop with you ,[object Object],Copywriting ,[object Object],analyze your content for potentially substantial conversion gains ,[object Object],Images ,[object Object],ensure they are communicating your value proposition; if not, remove them ,[object Object],Design ,[object Object],test layout, fonts, colors and aesthetics for location and effectiveness ,[object Object],Button text ,[object Object],include a clear value, as this is likely the last element a customer sees on a page ,[object Object],19,[object Object]
What is Friction?,[object Object],A psychological resistance to a given element in the sales process ,[object Object],Friction on a landing page can be broken down into length and difficulty of proceeding through the information,[object Object],20,[object Object]
Examples,[object Object],Length Example: A form with 23 fields to complete. ,[object Object],To get more people to complete the process, only ask for the data you need. Quality over quantity. ,[object Object],Difficulty Example: A landing page with three columns of information and no clear way to proceed. ,[object Object],To make next steps clear, analyze the page layout to ensure it is easy to scan and absorb. ,[object Object],A landing page is intended to be about one product, one offer or one action—one value proposition,[object Object],21,[object Object]
5 ways to decrease unnecessary Friction ,[object Object],Forms ,[object Object],ask for the minimal amount of information, and use clear field labels ,[object Object],Length ,[object Object],display only enough detail to enable the customer to make a buying decision ,[object Object],Distractions ,[object Object],remove unnecessary navigation, secondary offers, banners, ads and promotions ,[object Object],Content ,[object Object],make it flow vertically down the page with cues (e.g., headings) not distractions ,[object Object],Images ,[object Object],use charts and graphics only where they communicate more effectively than text ,[object Object],22,[object Object]
What is Incentive? ,[object Object],an appealing element introduced to stimulate a desired action ,[object Object],Example:,[object Object],Discount,[object Object],Bonus ,[object Object],23,[object Object]
3 ways to optimize incentives ,[object Object],Look for high perceived value products that complement the primary product or service, for instance: ,[object Object],Ink cartridges for printers (a few dollars invested but a retail value of $20-$30) ,[object Object],Anything of value to your customers that you can get at a discounted price or rate ,[object Object],Position them on the page where they are both in the primary eye path (e.g., sub-headlines) and in close proximity to the call to action (e.g., order forms, carts) right before they click ,[object Object],Test, test, test to find the right incentive ,[object Object],i.e., $5, $1 or free shipping,[object Object],24,[object Object]
What is Anxiety? ,[object Object],Quality of service ,[object Object],Will they deliver on their promise? ,[object Object],Reliability of the product ,[object Object],Is there a warranty if it breaks? ,[object Object],Security ,[object Object],Is it safe to use my credit card on this site? ,[object Object],Price ,[object Object],Competitiveness and cost/benefit ,[object Object],Could I get it for less elsewhere? ,[object Object],Is it worth it? ,[object Object],25,[object Object]
15 ways to help overcome anxiety ,[object Object],External factors (what others say about you) ,[object Object],Security seals (VeriSign) ,[object Object],Credibility indicators (BBB, Trust-e, HACKERSAFE) ,[object Object],Testimonials (categorized, sequenced and specific to cause of anxiety) ,[object Object],Third-party ratings (PriceGrabber, Yahoo! Store) ,[object Object],Internal factors (what you say about yourself) ,[object Object],Copy ,[object Object],Language (Spanish vs. English) ,[object Object],Tone (match tone to buying decision) ,[object Object],Personalization ,[object Object],Signatures ,[object Object],Images ,[object Object],Colors and themes (matching look and feel of site to niche) ,[object Object],Privacy policy ,[object Object],Satisfaction guarantees ,[object Object],About Us page ,[object Object],Contact phone number (reassure that the company is legitimate, talk to an actual person) ,[object Object],26,[object Object]
Four common issues with landing pages,[object Object],Too-much text ,[object Object],without any apparent order and layout,[object Object],Headline ,[object Object],that doesn’t tell what your product or service does ,[object Object],or, in other words, tangential headline,[object Object],Call-to-Action,[object Object],Lack of a single prominent call-to-action ,[object Object],either there is none or there are too many,[object Object],Social Proof,[object Object],Lack of social proof or ROI proof ,[object Object],who uses the service and what are the benefits,[object Object],27,[object Object]
Issue #1: Too much text,[object Object],28,[object Object]
Issue #2: Lack of descriptive headline,[object Object],29,[object Object]
Issue #3: Lack of a single prominent call-to-action,[object Object],30,[object Object]
Issue #4: Lack of social proof or ROI proof,[object Object],31,[object Object]
References,[object Object],32,[object Object],Wikipedia (Landing page optimization),[object Object],SiteSpect (Resources),[object Object],Omniture (Resources),[object Object]

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Landing page optimization

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Notas del editor

  1. Associative content targeting (also called rule-based optimization or passive targeting). The page content is modified based on information obtained about the visitor's search criteria, geographic information of source traffic, or other known generic parameters can be used for explicit non-research-based consumer segmentation.Predictive content targeting (also called active targeting). The page content is adjusted by correlating any known information about the visitor (e.g., prior purchase behavior, personal demographic information, browsing patterns, etc.) to anticipate (desired) future actions based on predictive analytics.Consumer directed targeting (also called social targeting). The page content is created using the relevance of publicly available information through a mechanism based on reviews, ratings, tagging, referrals, etc.
  2. Look at your site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.) Do channel mapping to see what text and images you are using (i.e., if a visitor clicks an ad, be sure you are using that copy on your landing pages) Determine how each channel is impacting your conversion or customer experience Use the landing page that best matches the motivations of customers arriving via that channel Do not send visitors from PPC, banners or emails directly to your home page Make sure to connect them to the most relevant page for higher conversions Analyze order history Know what your customers looked at or ordered previously Design or build pages that are more relevant to that history to enhance their next visit Analyze your metrics to see what customers are most likely to buy Look at what products the customer is looking for Deliver relevant solutions on your landing page Survey your customers, and ask them about their shopping experience Do not simply guess what the landing page should be Inquire with your customers to see if they were able to find what they were looking for