25bestkeptsecrets amaslideshare-120801130756-phpapp02

25 BEST-KEPT
LANDING PAGE
SECRETS

info@ioninteractive.com
@ioninteractive

twitter: @ioninteractive
www.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Wednesday, August 1, 12

Who we are:
ion interactive

What we do:
Landing page software & services

Why it matters:
3x better conversion average

Who we do it for:
Companies large and small


Send the Right Message


Secret
1
Landing Page Targeting
Maintaining message match

‣ Message match is a huge Product Keyword

conversion factor
‣ Lends to relevancy
Brand Keyword

‣ Keep ad text and landing Need Keyword

page copy closely tied
together
‣ Give them what they want!


Secret
2
One landing page per source

One Landing Page For:
‣ Email
‣ Pay-per-click
‣ Social
‣ e-Commerce
‣ Mobile visitors
‣ Each language / country


Secret
3
Keep landing pages campaign-specific


Secret
4
Reach every visitor with mobile optimization

Offering a mobile-friendly alternative to
your desktop landing page boosts
conversion.


Secret
5
Use dynamic content substitution
Types of Dynamic Content:
‣ Dynamic keyword insertion
‣ Content substitution & replacement


Secret
6
Landing pages should be offer-specific

Deliver a targeted message by separating
landing pages by offer. Don’t send your
December offer to a July landing page!


Secret
7
Localize landing pages for better results

North America Latin America Asia


Secret
8
Segment, then deliver more relevant content.

Segmentation allows
your visitors to grade
themselves, place
themselves in buckets,
and also see content that
is more relevant to them


Secret
9
Use segmentation to grade your responses

Grade A Grade B
“CALL IMMEDIATELY” “DRIP PROGRAM”

Grade C
“LEAVE ALONE”


Landing Page
Testing Secrets


Secret
10
Landing Page Testing
Before you dive in, gather your tools

Testing is awesome, but...
don’t start testing right away.
‣ Gather your web analytics
‣ Time spent on site
‣ Current top performers
‣ Paid search campaign
results
‣ Top performing ad groups
‣ Brand standards
‣ Feedback from the sales team


Secret
11
Landing page testing happens in cycles

Innovate by Testing:
‣ Different templates, layouts, or
styles
‣ Interactive content
‣ Image or text-heavy pages
Iterate and Test Combinations of:
‣ Button styles, text, or colors
‣ Messaging
‣ Form fields


Secret
12
There’s more than one way to test pages

A/B split testing segmentation MVT testing
an easy way to start testing test different
optimizing your pages. page elements, copy,
gain valuable
knowledge about your calls-to-action, offers,
test different versions and interactive
visitors.
of your landing content.
page experience discover new
to determine a segments and deliver
winner. targeted messaging


Secret
13
You can test virtually any page element

1
Use Multivariate Testing to Compare:

3 1 Headlines and sub-headlines
2 2 Imagery
3 Calls-to-action, form fields
4 Interactive content
5
4
5 Body copy
6
6 Social content


Secret
14
Test pages that are radically different

MVT allows you to test smaller elements of your page, but
you can’t be afraid of testing radically different pages.


Secret
15
Don’t be ashamed of poor performers

‣ One of the best things about
landing pages is that they’re
flexible and disposable.
‣ Celebrate victories, learn from
losses, and move on quickly!
‣ Remember: today’s top
performer could become
tomorrow’s passé page.


Secret
16
Like messaging, tests are source-specific

‣ The results of one test for one
traffic source may be different
than the same test in a
different traffic source.

‣ Avoid declaring winners in
campaigns based on the
results of tests in other
campaigns.


Secret
17
Focus on the metrics that matter most to you

Which metrics are most important
for your organization to track?

‣ Conversion rates
‣ Time spent on page
‣ Segmentation
‣ Click behavior
‣ Purchase rates


Secret
18
Determine how confident you want to be

In online testing, your significance level––how unlikely it is
that your testing results are due to chance––is up to you.

Picking a Significance Level

Low-Medium (70-95%) High (>95%)

The risks associated with picking the wrong The risks associated with declaring the wrong
winner are somewhat low. winner are high.

AND OR
The risks of not declaring a winner when one is
You can afford to wait to declare a winner.
present are somewhat high.


Secret
19
Keep on testing your landing pages

Testing is one of the easiest ways
to improve campaign performance
without increasing spend. conversion

optimization
If you’ve reached a plateau, try:
opportunity
‣ Changing your segments
‣ Switching the form-factor or layout
of your landing page(s)
‣ Experimenting with interactive
content on your pages


Avoid
These
Common
Mistakes


Secret
20
Common Mistakes
Declaring a test winner too soon

3-Point Landing Page Testing Cycle:

Monitor your landing pages for immediate campaign
performance insights.

Wait until your tests achieve statistical significance. A
test result is typically statistically significant if the results
are unlikely to have occurred by chance.

Allocate your traffic to winning pages and reap the
benefits of higher conversion rates.


Secret
21
Common Mistakes
Isolate your results for a specific timeframe

Isolating your tests removes the possibility that confounding
variables can skew your results and give you bad data.


Secret
22
Common Mistakes
Avoid the never-ending test

When you’re testing your landing pages, be aware of how
much traffic you’re sending to each page.
‣ More traffic = faster speed to significance.
‣ Traffic volume moderates the types of test you choose.
‣ Avoid testing alternative pages that are very similar to each-other.
‣ Testing many different layouts or elements requires more volume.


Secret
23
Common Mistakes
Testing Inconsistencies

Avoid confounding variables by isolating your variables for more
accurate results.

You can’t easily test two CTA colors by using
a different offer for each landing page.

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CTA CTA


Secret
24
Common Mistakes
Thinking that landing pages can’t add to SEO

Landing pages can contribute in significant ways to
your search engine optimization efforts.

‣ “Humans this way, bots that way”
‣ Build SEO-specific creatives
‣ Include these landing pages on your
sitemaps
‣ Set redirects in case you close a URL or
defer traffic to a new one.


And the ‘Best Kept’
Landing Page Secret Is ...


The best way to create a diverse landing
Secret
page program is with LiveBall’s intuitive,
25 code-free landing page software

create publish test analyze
landing pages, go live with the instantly launch rich, real-time
microsites, click of a mouse. A/B and MVT reporting
social pages, tests. capabilities
page parts,
and more.


GET THE FREE 13-POINT LANDING PAGE CHECKLIST

‣ Before you launch your next
campaign, be sure to run
your landing pages against this
checklist!

‣ Visit our website to download the
guide:

www.ioninteractive.com/literature


We’d love to connect and talk landing pages!

info@ioninteractive.com


25bestkeptsecrets amaslideshare-120801130756-phpapp02

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25bestkeptsecrets amaslideshare-120801130756-phpapp02