February 11th, 2009 by Stephanie Chan
Landing Pages & Multivariate Testing – SMX West 2009
Speakers/Panelists:
Jeremy Crane, Managing Director, Online Media and Search, TNS Compete
Dan Darnell, Director of Marketing, Optimost, Interwoven, Inc
Sandra Niehaus, Vice President User Experience and Creative Director, Closed Loop Marketing
Conference Notes/Description:
Landing pages with multivariate testing tools – tools that let you change various elements of the page dynamically to see which tests better with people.
Stimulus > Exposure > Response
Advertising > Landing Page > Conversion Funnel
Insight + Testing = $
Rules:
1) Dedicated Landing Page
2) Don’t get between your customer: focus on the target destination
3) Optimizing post-click experience
4) Learn from your competitors
5) Every other rule is only true for 5-6 months
Copy:
- Less is More: Remove distractions
- Clear organization of copy
- Clear messaging of offer
- Credibility support (logos)
- Each landing page should have a unique phone number for tracking
Call To Action (CTA):
- Test CTA text, learning what does not work is the goal
- Make text align with expectations to get the offer to the right audience and help people focus on what you want to drive conversions to
- Clear CTA
Overall:
- Pick your battles, focus on what is most important
- Interactions between elements make a difference (test combinations)
- Be careful of raising issues unnecessarily. ie. Privacy Policy for well known brands. In contrast, for less known brands Privacy Policy will help in assurance.
Testing:
- Fine tuning landing pages increases ROI significantly
Step 1: Fix all usability issues on website
Step 2: Getting the offer to the right audience
Step 3: A/B testing is great for clients that are inexperience with testing. Or has a really bad design and needs convincing that a redesign is needed and worth the investment.
Step 4: Multivariate testing for winner of A/B Testing
Investment in Landing Page Design:
- Investing in design skill is worthwhile to achieve the high level of professionalism, harmonized design elements, and good flow of usability experience.