>

Landing page tes-ng <

Smart data driven marke-ng

> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy-cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina-on of analysts and developers Carefully selected best of breed partners Driving industry best prac-ce (ADMA) Turning data into ac-onable insights Execu-ng smart data driven campaigns
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> Smart data driven marke-ng

Using data to widen the funnel

Media A;ribu-on & Modeling

Op-mise channel mix, predict sales

Targeted Direct Marke-ng

Increase relevance, reduce churn

Tes-ng & Op-misa-on

Remove barriers, drive sales

Boos-ng ROI
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> Clients across all industries

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> What methods work best?

Google: econsultancy tes-ng buyers guide

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Dont reinvent the wheel

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landing page op-misa-on

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The holy trinity of tes-ng

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> The holy trinity of tes-ng

1. The headline
Have a headline! Headline should be concrete Headline should be rst thing visitors look at Dont have too many calls to ac-on Have an ac-onable call to ac-on Have a big, prominent, visible call to ac-on Logos, number of users, tes-monials, case studies, media coverage, etc
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2. Call to ac-on

3. Social proof
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> Best prac-ce tes-ng roadmap

Phase #1: A/B test
Test the same landing page content in completely dierent layouts Then test dierent content element combina-ons within the winning layout Con-nue tes-ng and introducing layout and content challengers
Datalicious Pty Ltd

Element #1: Prominent headline

Phase #2: MV test

Suppor-ng content

Element #2: Call to ac-on

Phase #3: Challenge

Element #3: Social proof / trust Terms and condi-ons

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The li;le things count

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> Its the small things that count

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> Online form best prac-ce

Maximise data integrity Age vs. year of birth Free text vs. op-ons

Use auto-complete wherever possible

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Design is important

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Challenge your perspec-ve

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> ClickTale heat maps

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The phone s-ll rings

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> Use unique phone numbers

2 out of 3 callers hang up as they cannot get their informa-on fast enough. Unique phone numbers can help improve call experience.

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> Jet Interac-ve call analy-cs

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Sta-s-cal signicance?

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How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners

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Google nss sample size calculator

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How many survey responses do you need if you have 10,000 customers? 369 for each ques-on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners? 383 sales per banner execu-on or 383 x 6 = 2,298 sales

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Google nss sample size calculator

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Targe-ng before tes-ng

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> Targe-ng and tes-ng matrix

Test Test #1A Test #1B Segment Content Success Diculty Poten-al

New Acquisi-on Click, prospects oer A order, etc New Acquisi-on Click, prospects oer B order, etc Exis-ng customers Exis-ng customers Up-sell oer A Up-sell oer B Click, order, etc Click, order, etc

Low

$50k

Test #2A

High Test #2B

$100k

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> Website op-misa-on tools

hap://www.google.com/websiteop-mizer hap://www.google.com/analyics hap://visualwebsiteop-mizer.com/ hap://www.omniture.com/ hap://www.clicktale.com/ hap://browsersize.googlelabs.com/ hap://www.feng-gui.com/ hap://www.je-nterac-ve.com.au/
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cbartens@datalicious.com blog.datalicious.com twi;er.com/datalicious

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Contact me Learn more Follow me

Data > Insights > Ac-on

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