2. Agenda
• Guessing game: who knows best?
• A case for landing page optimization
• Deciding what, when, how to test
• Overcoming optimization challenges
• After the landing page: what next?
• Winners: Did you guess right?
4. Instruc.ons:
Please
enter
your
name
and
circle
the
le2er
corresponding
to
the
version
you
think
is
the
Op8mal.
TEST
#1
Name:
TEST
#2
Email:
TEST
#3
TEST
#4
TEST
#5
TEST
#6
TEST
#7
33. 1. Choose the Right Landing Page
• Least amount of clutter
• Clearest call to action
• Highly focused sales path
• No conversion distractions
• Lots of traffic
34. 2. Know Your Metrics
• Choose the right metrics
– Follow the money
– What is a conversion
worth?
• Understand your
baseline
35. 3. Test Effective Page Elements
• Where is focus of page?
• Where should customer look?
• Where is possible friction?
• Where are the interactions?
• Test big, test simple.
36. 4. Align Roadmap to Business Goals
Test Idea
Test Idea
Test Knowledge
Test Idea
Test Idea
37. 5. Develop a Hypothesis
• If I do this, then that will happen.
Test content Conversion event
• Spend your time:
– 80% defining what you want to learn
– 20% developing test content
59. Top 5 Take-Aways
• Don’t let obstacles get in the way
• Start with landing pages
• Take chances; test big
• Plan before you test
• Test beyond landing pages
60. FREE LPO Benchmark Report from
Marketing Sherpa
• $447 Value
• FREE from Webtrends
61. Sessions You Must See
• Wed @ 3:30pm: Driving Conversion with
Performance Marketing
– Kirk Ramble, Principal Optimization Consultant, Webtrends
• Wed @ 11: Building a Program: Deciding What to
Test First and What to Test Next
– Tom Waterfall, Directory Optimize Strategy, Webtrends
– Frans Poldervaart, Web Analytics Mgr, KLM
• Wed @3:50: Targeting: Identifying Opportunities,
Segmenting Visitors, and Delivering Optimal
Content
– Jason Miller, CTO of Technology, Motorcycle Superstore
– Allen Miller, UI/UX Mgr., Motorcycle Superstore
– Jay Sahourieh, Director of Optimize Sales, Webtrends
