Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!
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Landing page best practices and specific examples that will help you start testing and increase conversions in your marketing campaigns
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Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!
- 1. 2 How to Get a 258% Conversion Lift—Or More!
- 3. You’ve only got one shot to capture
- 5. Have a focused conversion goal
- 7. Give them exactly what they clicked for Your Best First Impression Increased Conversions = Increased Bottom Line
- 8. | Testing…One…Two? 4 “42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have attempted Taguchi-style multivariate tests” – MarketingSherpa “68.2% of marketers saw an increase in conversion when they altered their landing pages depending on offers or search terms” – MarketingSherpa What Has Been Your Experience?
- 10. Declare a champion!
- 11. Then Test (in Priority Order):
- 12. Headlines
- 13. CTA Button Copy/Links
- 14. Button Color
- 15. Graphics
- 16. # of Form Fields
- 17. Body Test
- 19. Purchases
- 20. Downloads (e.g. whitepapers)
- 21. Registrations (e.g. webinars)
- 22. Opt-ins
- 23. Page Exits:
- 24. Time on site
- 25. Bounce %
- 26. Mouse/Eye Paths:
- 27. Scrolling
- 29. | Best Practices Are Not Guarantees 8 Version A Version B 45%+ Sign ups; 2.8%+ AVG order; 10.3%- Bounce
- 31. Large B2B technology company
- 32. Objectives:
- 33. Alternative to telephone-based opt-in collection
- 34. Improve benchmarks for landing page conversation rates
- 35. Approach:
- 36. Email to a multi-step microsite
- 37. Test Plan:
- 41. Navigation bar
- 43. Reduce Friction:
- 44. Only ask for email
- 46. Emphasize Offer:
- 47. Large image
- 48. Respected authorResults: 25% opt-in rate gain and 36.4% conversion rate gain
- 50. Free Report
- 51. Confidence in PDN
- 53. WIIFM
- 55. People don’t like to “Submit”Results: 162.5% conversion lift & 258% from initial benchmark
- 57. Present offer
- 59. Value Exchange:
- 60. Premium incentive to gather profile information
- 63. | Incentive Test Results 14 $50 Cards Converted at 31% Higher Rate
- 66. White versus dark backgrounds
- 67. “Ugly converts”
- 68. Provide excerpt from white paper offer
- 71. MarketingSherpa – Landing Page Handbook ($500)
- 72. MarketingExperiments (Online Coursework, Webinars) – Get $50 OFF with Promo Code: CAPTURE50
- 73. Landing Page Optimization by Tim Ash ($20)
- 74. Always Be Testing by Brian Eisenberg ($20)
- 75. Websites:
- 78. Tools:
- 79. CrazyEgg.com (Heat Maps)
Editor's Notes
- Landing page optimization; Increase conversions; What to test and measure; Landing page best practices; A/B testing; Multivariate testing; How to get a conversion lift; Heat maps; Generate email opt-ins & downloads; Marketing Experiments; Marketing Sherpa; Offer testing; Pre populate data to get a 50% conversion lift;Landing page resources
- 3 good reasonsSherpa – 2 to 8 seconds or about 15 words – headlines are keyIf not sending to LP, where? home page clutter or your navigation bar let’s them leaveHow many people have gone online and done a search for a product, clicked on an ad and ended up with having to sort through a company’s website to find the thing that we were looking for?LPs increase conversions
- 70% of marketers are testing their landing pages68.2% saw an increase in conversions
- If new to testing: Start more radical designs to find a winnerSLIGHT TWEAKS in headline can cause conversions to sour or plummet20% of visitors will read the body copy
- One question we get - what to measure? Conversions can be revenue or can be the precursor torevenueTo increase conversions, you have to measure how many you’re losing
- Company:GrasshopperWhat they do: 800 Call Tracking SoftwareTheir landing page objective: Increase Signups & Average OrderWhat was done: A/B Split Test of two different designsPoll the audienceAny particular reason you chose A?Any particular reason you chose B?
- Teleprospecting – takes a lot of time or a lot of people but effectiveAnd wanted to see if they could outperform through the email channel – improve conversion ratesBefore we engaged – we looked at some of the things in the past:At the top, navigation- a list of contact form fields – FAVORITE COLOR, WHAT KIND OF CAR THEY DRIVE, PREFER LIQUOR BEER or WINE An orange “submit” buttonMULTI-STEP
- Removed Distractions – big image of the offer, no navigation menusOnly email required – pre-populated email address – 50% lift
- Next – Gather additional insightTo do that, we provided an incentive of a chance to win an Amazon gift card
- Same $500 incentive
- Perception is a higher value
- Although 258% increase in conversions on this test, we’re never satisfied Here because you testing – what have you tested? What’s worked for you?
- Marketing Sherpa Koolaid – new manual every year, not much change over year-to-yearPromo code: ME Blog – a test per weekWhichtestwon – one per day