You can attend Part II at the 2012 Optimization Summit: http://meclabs.com/OptimizationSummit

1. Quick Win Clinic (Part I):
The 5 easiest changes to make to your landing
pages right now

2. Join the conversation on Twitter
#webclinic
#webclinic

3. Today’s team
Dr. Flint McGlaughlin Zuzia Soldenhoff-Thorpe
Managing Director Research Manager
Brian Carroll
Executive Director of
Revenue Optimization
#webclinic

4. Experiment: Background and design
 Experiment ID: Saxo Bank Forex Trading
Source: Optimization Summit Attendee, Michael Aagaard,
Online-TekstForfatter.dk
Research Notes:
Background: Denmark-based Saxo Bank sells access to a foreign exchange
trading platform.
Goal: To get visitors to sign up for a free trial
Primary Research Question: Which landing page will have the highest free
trial sign-up rate?
Test Design: A/B split test
#webclinic

5. Optimization Summit 2012
Michael
Aagaard
Meet Michael Aagaard at Optimization Summit
2012 in Denver.
You can attend his 30 Ideas in 30 Minutes session
with Adam Lapp (Associate Director, Optimization
and Strategy).
MECLABS.com/OptimizationSummit
#webclinic

6. Call for student work
If you, like Michael, have any tests you would like
to share with the MarketingExperiments team,
email us at:
Editor@MarketingExperiments.com
#webclinic

7. Experiment: Control
Control
#webclinic

8. Experiment: Treatment
Treatment
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9. Experiment: Side-by-side
Control Treatment
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10. Experiment: Results
99.4% Increase in conversion
The new page design improved the conversion rate by 99.4%
Version CR Relative Difference Confidence Interval
Control 2.00%* - -
Treatment 3.99%* 99.4% 99%
 What Youthe treatment was ableBytomaking a a 99.4% higher to
the page,
Need to Understand:
achieve
few simple changes
conversion rate.
* Conversion rates have been anonymized to protect Saxo Bank.
#webclinic

11. How different are these pages?
Control Treatment
99%
IN CONVERSION
#webclinic

12. How different are these pages?
Control Treatment
541%
IN CONVERSION
#webclinic

13. How different are these pages?
Control Treatment
548%
IN CONVERSION
#webclinic

14. How different are these pages?
Control
Treatment
No
Difference
#webclinic

15. What you need to understand
F Key Principles
1. It is not the magnitude of change on the “page” that impacts
conversion; it is the magnitude of change in the “mind” of the
prospect.
2. Marketers must learn to see their webpages through the eyes of
the customers. Too often we employ company logic rather than
customer logic.
#webclinic

16. Customer Logic vs. Company Logic
Marketer Value Market
Proposition
#webclinic

17. What you need to understand
F Key Principles
1. It is not the magnitude of change on the “page” that impacts
conversion; it is the magnitude of change in the “mind” of the
prospect.
2. Marketers must learn to see their webpages through the eyes of
the customers. Too often we employ company logic rather than
customer logic.
3. When we employ customer logic, we discover simple changes that
can have a large impact on the conversion rate of a landing page.
#webclinic

18. Today’s Focus
Today, we are going examine five simple landing
page changes that can have dramatic impact on the
customer’s mind.
#webclinic

19. CHANGE #1: Headlines – From hype to conversation
#webclinic

20. CHANGE #1
Headlines – From hype to conversation (example)
Control
From this …
#webclinic

21. CHANGE #1
Headlines – From hype to conversation (example)
… to this
99%
IN CONVERSION
Treatment
#webclinic

22. CHANGE #1
Headlines – From hype to conversation (example) From this …
Headline asks a question
that can’t be answered
by readers.
#webclinic

23. CHANGE #1
Headlines – From hype to conversation (example) … to this
Headline clearly
communicates the
overall benefit of the
product.
90%
IN CONVERSION
#webclinic

24. CHANGE #1
Headlines – From hype to conversation
Live Optimization
Channel:
PPC
Target Audience:
HR managers and
decision makers
Link:
bit.ly/LoyaltyWorks
#webclinic

25. CHANGE #2: Copy – From marketer value
to customer value
#webclinic

26. CHANGE #2
Copy – From marketer value to customer value (example)
Control From this …
The free demo account offer is buried underneath
company-centric copy.
#webclinic

27. CHANGE #2
Copy – From marketer value to customer value (example)
… to this
Treatment
99%
IN CONVERSION
The free demo account with simulation funding is
highlighted at the beginning of the copy and is the
main offer on the page.
#webclinic

28. CHANGE #2
Copy – From marketer value to customer value (example) From this …
Value in copy is
segmented by
company arbitrated
categories.
#webclinic

29. … to this
CHANGE #2
Copy – From marketer value
to customer value (example)
Value in copy is
focused around
overall benefits of
insurance.
81%
IN CONVERSION
#webclinic

30. CHANGE #2
Copy – From marketer value to customer value
Live Optimization
Channels:
SEO and PPC
Target Audience:
Anyone suffering from
plantar fasciitis and
looking for relief
Link:
bit.ly/KuruShoes
#webclinic

31. CHANGE #3: Objectives – From multiple focus
to single focus
#webclinic

32. CHANGE #3
Objectives – From multiple focus to single focus (example) From this …
Extra navigation
and “live chat”
give viewers more
reasons to click
away from the
offer.
#webclinic

33. CHANGE #3
Objectives – From multiple focus to single focus (example)
… to this
Extra navigation
and “live chat”
eliminated
99%
IN CONVERSION
#webclinic

34. CHANGE #3
Objectives – From multiple focus to single focus (example)
From this …
The control presents four
competing calls-to-action …
#webclinic

35. CHANGE #3
Objectives – From multiple focus to single focus (example)
… to this
103%
IN CONVERSION
The treatment clearly
presents the customer with a
single objective.
#webclinic

36. Live Optimization
CHANGE #3
Objectives – From multiple focus
to single focus
Channels:
Organic search
keywords like “Bahamas
cruises,” links in emails,
site navigation
Target Audience:
Consumers interested
in learning about our
Hawaii cruise
Link:
bit.ly/HawaiiCruiseLP
#webclinic

37. Quick Win Clinic Part II at Optimization Summit
Download the preparation kit for Part II
The Quick Win Clinic Part II will be held at the Optimization Summit.
In it, our Research Analysts will walk you through designing and
implementing a test for a quick win.
Download the preparation kit here:
MarketingExperiments.com/QuickWinClinic2
#webclinic

38. CHANGE #4: Images – From irrelevant art
to relevant message
#webclinic

39. CHANGE #4
Images – From irrelevant art to relevant message (example) From this …
Only image on the page is
dedicated to live chat
support.
#webclinic

40. CHANGE #4
Images – From irrelevant art to relevant message (example)
… to this
Image clearly
communicates value of
the product.
99%
IN CONVERSION
#webclinic

41. CHANGE #4
Images – From irrelevant art to relevant message (example) From this …
Control uses a stock
image of a customer
support
representative.
#webclinic

42. CHANGE #4
Images – From irrelevant art to relevant message (example)
… to this
Image of a
recognizable company
founder
35%
IN CONVERSION
#webclinic

43. CHANGE #4 Live Optimization
Images – From irrelevant art
to relevant message
Channel:
Promotional email sent
to marketers on various
publishers' lists
Target Audience:
Online marketing
managers for B2C
retailers
Link:
bit.ly/BrontoCarts
#webclinic

44. CHANGE #5: Trust – From anxiety to credibility
#webclinic

45. CHANGE #5
Trust – From anxiety
to credibility (example)
From this …
#webclinic

46. CHANGE #5
Trust – From anxiety to credibility (example)
… to this
99%
IN CONVERSION
#webclinic

47. CHANGE #5
Trust – From anxiety to credibility (example)
From this …
Credibility is
communicated in
bottom right
corner, out of the
main eye-path.
#webclinic

48. CHANGE #5
Trust – From anxiety to credibility (example)
… to this
Credibility is
communicated
near the top of
the page, and
anxiety is reduced
near CTA.
29%
IN CONVERSION
#webclinic

49. CHANGE #5 Live Optimization
Trust – From anxiety
to credibility
Channel:
PPC keywords like
“truck driver jobs”
Target Audience:
Males, 25-55 with HS
diploma (or GED)
unemployed and
underemployed
Link:
bit.ly/PamTrucks
#webclinic

50. Summary: Putting it all together
F Key Principles
When we employ customer logic, we discover simple changes that can
have a large impact on the conversion rate of a landing page.
CHANGE #1: Headlines – From hype to conversation
CHANGE #2: Copy – From marketer value to customer value
CHANGE #3: Objectives – From multiple focus to single focus
CHANGE #4: Images – From irrelevant art to relevant message
CHANGE #5: Trust – From anxiety to credibility
#webclinic

51. Live Optimization
#webclinic

52. MECLABS.com/OptimizationSummit
#webclinic

53. Smartphone in-app screen
Live Optimization
Channel:
In app "push" message
when opening our
android app
Target Audience:
Mobile business
people, professionals,
impulse buyers
Link:
bit.ly/QuickOfficePush
#webclinic

54. Live Optimization
Channel:
Weddings & Events
emails
Target Audience:
Brides and bridesmaids
looking to purchase in
next six months
Link:
bit.ly/ATaylorLP
#webclinic

55. Live Optimization
Channel:
Major display campaign
Target Audience:
IT decision makers
Link:
bit.ly/MS365LP
#webclinic

56. MECLABS Research Partnership Opportunities
MECLABS conducts rigorous experiments in the new science of optimization.
We apply our discoveries to help leaders optimize the financial performance
of their sales and marketing programs.
Learn more about how you may
be a fit for a MECLABS research
partnership:
• Select Research Partnership
x
Opportunities on the post-
webinar survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
#webclinic