Secrets of Landing Page Testing [132] - Steffek

Secrets of Landing Page Testing: How to Optimize PPC and Other Landing Pages to Convert More Donors and Email Subscribers [132] Apr 09, 2010 @ 3:30 PM Session hash tag: #10ntc.test ,[object Object],[object Object],[object Object],[object Object]

Overview & Speaker Intros ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Main Secret to Testing & Improving Conversions: Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]

Formulating Your Own Test: A Logical Progression of Planning Steps ,[object Object],[object Object],[object Object],[object Object],[object Object]

Planning Steps: What to test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Planning Steps: Define the Type of Test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Planning Steps: Using Testing Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Test Planning Traffic Source & Volume? Types of Search Intent? External News Impact? Organizational Campaigns/News Impact? Test Planning Desired Action? Persuasion Needed? Sitewide or Campaign Landing Page? Landing Page Elements/Sections to Test?

What Would Persuade Donors to Give MORE to Haiti Disaster Relief?

Goals ,[object Object],[object Object]

The Experiment Hypothesis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Questions ,[object Object],[object Object]

The Practicalities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CARE Haiti Crisis PPC Campaign

The Creative Original/Control w/ Photo With Video With Photo Gallery

Haiti A/B/C GWO Data ,[object Object],GWO declares Video page the winner with a 4.35% conversion rate vs. 2.61% for the original/control! ,[object Object],[object Object]

Donation $ by Landing Page Creative from a GA Ecommerce Perspective ,[object Object]

Creative Engagement ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Photo Gallery: Google PPC Keyword Performance Examples

PPC Campaign Secondary Goals: Email Signups

Summary & Results ,[object Object],[object Object],[object Object],[object Object]

Lessons Learned ,[object Object],[object Object],[object Object],[object Object]

Case Study Transition Slide The Challenges of Catching Donors in a Sea of Engagement: A Multivariate Test

Diabetes.org PPC Campaign Goals ,[object Object],[object Object]

Key Performance Indicators (KPIs) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our Landing Page Hypothesis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Planning for a Multivariate Test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Best Times to Catch Donors? Diabetes.org Engagement Calendar ,[object Object],[object Object],[object Object],[object Object],[object Object]

March PPC Fundraising Campaign

Landing Page Test Sections #1 #2

Landing Page Section Variants #2 #1

[object Object],Early GWO Experiment Results March 1 to March 5, 2010

GWO Winning Combos March 1 to March 5, 2010 Combo #1 Combo #4

[object Object],[object Object],[object Object],GWO Experiment Results March 1 to March 18, 2010 Mar 10th

PPC Landing Page Engagement % Exit Rate & Bounce Rate Increased for Landing Page Post March 10th

[object Object],Primary vs. Secondary Conversions

Summary ,[object Object],[object Object],[object Object],[object Object]

Case Study Transition Slide Engaging Seniors Online: A Multivariate Test

Goals ,[object Object],[object Object],[object Object],[object Object]

How We’re Reaching Them ,[object Object]

Informing the Hypothesis ,[object Object],[object Object],[object Object],[object Object]

Try “Ask the Expert” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Questions ,[object Object],[object Object],[object Object]

Microsite Landing Page & Elements

Tweaking the Conversion Experience ,[object Object],[object Object],[object Object]

GWO Experiment Results ,[object Object],[object Object],March 15 – April 9, 2010

Microsite Landing Page Performance by GWO Test “Section” ,[object Object],[object Object],[object Object]

Microsite Landing Page Performance From a PPC Engine Perspective ,[object Object],[object Object]

Enews Sign-up Goal Funnel Completions & Navigation Data More FAQs Pg

Summary of Test Results ,[object Object],[object Object],[object Object],[object Object]

Summary of Test Results ,[object Object],[object Object]

How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 132 Text 132 to 69866 Visit nten.org/ntc-eval Enter Code 132 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!

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Secrets of Landing Page Testing [132] - Steffek

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