Winning with Better Landing Pages Top 5 Secrets to Lifting Conversions

© 2011 Marketo, Inc.

Our SpeakersAnne Holland / @AnneHolland55Founder of ‘WhichTestWon.com’

Jon Miller / @JonMiller2VP Marketing, Marketo

#Marketo

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We Are Journalists Focusing on Testing:

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Sadly, most landing pages areonly designed by:

Marketer’s “gut”

Pre‐formatted templates

Copying competitors

“Best practices”

(Not by testing.)

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© 2011 Marketo, Inc. 

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0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Marketers who run A/B tests on email campaigns

Marketers who run A/B or Multivariate tests on web pages

How Many Marketers Use Tests to Optimize Response Rates?

n=505; survey conducted August 2010. ©2011, Online Marketing Connect, Apr imo & WhichTestWon.com

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© 2011 Marketo, Inc. 

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Common Response Improvements

Up ~35%Up ~20%

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© 2011 Marketo, Inc. 

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Which Landing Page Elements Are Most Worth Testing Changes To?

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© 2011 Marketo, Inc. 

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Glance From 4+ Feet Away…15” monitor1024 x 768 resolutionHint: 980 pixels across, 520 down

#1. Buttons & response links#2. Headline wording#3. Distraction‐Removal #4. Images#5. Forms/Check‐out

Your Page

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#1Buttons

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Button Visibility

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Test Results

32.5% more registration form fills on next page.

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© 2011 Marketo, Inc. 

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Button Visibility

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© 2011 Marketo, Inc. 

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Test Results

203% Lift in CTR(on the Facebook button)

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© 2011 Marketo, Inc. 

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Remove Now!

Clear Form

Reset

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Cancel

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#2Headlines

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Headline Copy

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Test Results

34% Lift in Form Submits

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© 2011 Marketo, Inc. 

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Form headlines

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Test Results

113% moresign‐ups

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© 2011 Marketo, Inc. 

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#3DistractionRemoval

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Pag e 21#Marketo©2011, WhichTestWon.com a div ision of Anne Holland Ventures Inc. All rights reserv ed.

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Test Results

1,363% Lift in Button Clicks

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© 2011 Marketo, Inc. 

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#4Images

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Test Results

108% Lift in Form Submits

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© 2011 Marketo, Inc. 

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Test Results

18.2% Lift in Button Clicks

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© 2011 Marketo, Inc. 

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#5Forms

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Test Results

31% Lift in Form Submits

(Plus better quality leads)

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© 2011 Marketo, Inc. 

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© 2011 Marketo, Inc. 

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Test Results

14.9% Lift in Form Submits

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© 2011 Marketo, Inc. 

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BonusVideo Test©2011, WhichTestWon.com a div ision of Anne Holland Ventures Inc. All rights reserv ed.

© 2011 Marketo, Inc. 

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© 2011 Marketo, Inc. 

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Test Results

190% More Lead Gen Form Fills

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More Inspiration:

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© 2011 Marketo, Inc. 

Jon MillerVP Marketing, Marketo@JonMiller2

#Marketo

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A/B Test with Video

© 2011 Marketo, Inc.

58% Conversion Rate40% Conversion Rate

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Make It Easy To Create to Test

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How Much Can I Test?

T = number of testsD = number of days to get resultsa = resolution of test (as a % of p)p = expected response rateR = responses per day (i.e. impressions 

times p)zα = confidence level z‐value (use 1.28 

for 80%)zβ = confidence of detecting a real 

result (use 0.84 for 80%)

pzzRDa

T

12 2

2

http://marketo.com/calculator

The Hard Way The Easy Way

Rule of Thumb: One test for every 10 responses per day =Confident results in about two weeks.

© 2011 Marketo, Inc. 

#Marketo

&

Winning with Better Landing Pages

@AnneHolland55 / @JonMiller2

TWITTER AFTER-PARTY!

Send us a link to your landing page and we’ll have a look, giving youfeedback in 140 or less characters. Include #Marketo in your tweet.

Thank YouContact Us+1.877.260.6586www.marketo.com