25bestkeptsecrets amaslideshare-120801130756-phpapp02

twitter: @ioninteractivewww.ioninteractive.com

© i-on interactive, inc. All rights reserved.

25 BEST-KEPT LANDING PAGE SECRETS

[email protected]@ioninteractive

Wednesday, August 1, 12

http://twitter.com/ioninteractive


http://www.ioninteractive.com


mailto:[email protected]




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






Maintaining message match



Landing Page Targeting

‣Message match is a huge conversion factor‣ Lends to relevancy‣ Keep ad text and landing

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

Secret1

Product Keyword

Brand Keyword

Need Keyword






One landing page per source



Landing Page TargetingSecret2

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






Keep landing pages campaign-specific









Reach every visitor with mobile optimization




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

conversion.






Use dynamic content substitution




Types of Dynamic Content:‣ Dynamic keyword insertion‣ Content substitution & replacement






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!






Localize landing pages for better results




North America Latin America Asia






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








Landing Page TargetingUse segmentation to grade your responses

Secret9

Grade A Grade B

Grade C

“CALL IMMEDIATELY” “DRIP PROGRAM”

“LEAVE ALONE”








Landing Page Testing Secrets






Before you dive in, gather your tools



Landing Page TestingSecret10

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






Landing page testing happens in cycles



Landing Page TestingSecret11

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








Landing Page TestingThere’s more than one way to test pages

Secret12

A/B split testingan easy way to start

optimizing your pages.

test different versionsof your landing

page experienceto determine a

winner.

segmentationtesting

gain valuableknowledge about your

visitors.

discover newsegments and delivertargeted messaging

MVT testingtest different

page elements, copy,calls-to-action, offers,

and interactivecontent.








Landing Page TestingYou can test virtually any page element

Secret13

1

2

3

45

6

1

2

3

4

5

6

Headlines and sub-headlines

Imagery

Calls-to-action, form fields

Interactive content

Body copy

Social content

Use Multivariate Testing to Compare:








Landing Page TestingTest pages that are radically different

Secret14

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








‣ 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.

Don’t be ashamed of poor performersLanding Page TestingSecret

15








‣ 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.

Landing Page TestingSecret16 Like messaging, tests are source-specific








Landing Page TestingSecret17 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








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

Landing Page TestingSecret18 Determine how confident you want to be

Picking a Significance LevelPicking a Significance Level

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

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

The risks associated with declaring the wrong winner are high.

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

AND OR








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

If you’ve reached a plateau, try:

‣ Changing your segments‣ Switching the form-factor or layout

of your landing page(s)‣ Experimenting with interactive

content on your pages

opportunity

conversion

optimization

Landing Page TestingKeep on testing your landing pages

Secret19








Avoid These Common Mistakes








Declaring a test winner too soonCommon MistakesSecret

20

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.

3-Point Landing Page Testing Cycle:








Isolate your results for a specific timeframeCommon MistakesSecret

21

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








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.

Avoid the never-ending testCommon MistakesSecret

22








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

Testing InconsistenciesCommon MistakesSecret

23

50% Off Your Entire PurchaseHurry, this offer expires soon!

CTA

Free ShippingOn all eligible purchases $25 and up.

CTA

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








Thinking that landing pages can’t add to SEOCommon MistakesSecret

24

‣ “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.

Landing pages can contribute in significant ways to

your search engine optimization efforts.








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








createlanding pages,

microsites,social pages,page parts,and more.

publishgo live with the

click of a mouse.

testinstantly launchA/B and MVT

tests.

analyzerich, real-time

reportingcapabilities

Secret25

The best way to create a diverse landing page program is with LiveBall’s intuitive,

code-free landing page software






twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

GET THE FREE 13-POINT LANDING PAGE CHECKLIST

‣ Before you launch your nextcampaign, be sure to runyour landing pages against thischecklist!

‣ Visit our website to download the guide:

www.ioninteractive.com/literature






http://www.ioninteractive.com/literature

http://www.ioninteractive.com/literature



We’d love to connect and talk landing pages!

[email protected]








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25bestkeptsecrets amaslideshare-120801130756-phpapp02