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Presented by Monetate Strategic Services Director Nathan Richter at Search Engine Summit San Francisco, 2011
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Director, Strategic ServicesNathan Richter
LANDING Optimization Tips
Tuesday, December 13, 11
0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
20%14%
27%
12%6% 4% 4% 2% 1%
16%20%
31%
16%
7% 6% 2% 1% 0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000
Source: 2011 Conversion Report from eConsultancy
Response 2010: 222
Response 2009: 271
Who’s Testing Now?
61% do less than 5 tests per month
Tuesday, December 13, 11
Mindset of a
Hunter!
Tuesday, December 13, 11
Mindset of a
Farmer!
Tuesday, December 13, 11
Opportunity lurks in every segment, of every metric. Start with high volume or high value segments.
InboundSearch keyword/term, search engine, social referrer
Visitor!ProfileVisitor brand affinity, prior purchase history, preferences, etc.
TimeWhen do they visit, when do they research
BehaviorVisitor recency, frequency, site interaction
GeographyGeolocation of visitor, location of nearest store, nearest distribution center
Customer!GroupsAffinity, preferences, multi-channel, member
The Prep
Tuesday, December 13, 11
Personalize the site experience
Site ContentCustomer Profile
Keyword
Tuesday, December 13, 11
Tuesday, December 13, 11
Gear - Official Site
100’s of waterproof jackets in stockFREE shipping on all orders over $60
Tuesday, December 13, 11
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Waterproof Jackets
Tuesday, December 13, 11
Average conversion improvement range 5%-20%
( as high as 100% )
Message Consistency
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Waterproof Jackets
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Waterproof Jackets
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Waterproof Jackets
TOP RATED TOP RATED
TOP RATED TOP RATED
Tuesday, December 13, 11
Conversion impact as high as 55%
Badging
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
Waterproof Jackets
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
Waterproof Jackets
Tuesday, December 13, 11
Average conversion improvement range 5%-15%
Tax Free
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
Waterproof Jackets
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
Waterproof Jackets
Tuesday, December 13, 11
Conversion improvement as high as 100%International
Tuesday, December 13, 11
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
Waterproof Jackets
Tuesday, December 13, 11
a Landing Session
Make it
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Waterproof Jackets
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Tuesday, December 13, 11
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
Tuesday, December 13, 11
CONSISTENCY! MESSAGE, IMAGE, MERCHANDISE... ‣ Average conversion improvement = 5% to 20%
PRODUCT BADGING‣ Up to 55% conversion impact
TAX FREE‣ Average conversion improvement = 5% to 15%
INTERNATIONAL MESSAGING‣ Up to 100% conversion improvement
CONTINUALLY OPTIMIZING THROUGH TESTING?‣ Priceless!
Tactics to Improve Conversion
Tuesday, December 13, 11
0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
20%14%
27%
12%6% 4% 4% 2% 1%
16%20%
31%
16%
7% 6% 2% 1% 0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000
Source: 2011 Conversion Report from eConsultancy
Response 2010: 222
Response 2009: 271
Who’s Testing Now?
61% do less than 5 tests per month
Tuesday, December 13, 11
0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
20%14%
27%
12%6% 4% 4% 2% 1%
16%20%
31%
16%
7% 6% 2% 1% 0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000
Source: 2011 Conversion Report from eConsultancy
Response 2010: 222
Response 2009: 271
Avg. Monetate customer runs 40-60 campaigns
per month
Who’s Testing Now?
61% do less than 5 tests per month
Tuesday, December 13, 11
Download Monetate’s 10 Best Practices at:
http://info.monetate.com/BestPractices.html
Contact:
nrichter@monetate.com
Questions
Tuesday, December 13, 11
Thank YouDownload Monetate’s 10 Best Practices at:
http://info.monetate.com/BestPractices.html
Contact:
nrichter@monetate.com
Don’t Forget
Tuesday, December 13, 11
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