Landing Page Toolkit
-
date post
17-Oct-2014 -
Category
Business
-
view
1.762 -
download
1
description
Transcript of Landing Page Toolkit
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What's Inside?• Why you need a landing page toolkit• How to use this toolkit• Laying the groundwork for beginners• How to improve your landing pages• How to execute sound testing• How to manage your program for scale & agility• And more!
Plus — download our toolkit companion (filled with tools, templates & resources)!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
toolkitnoun
a set of tools, especially kept in a bag or box and used for a particular purpose.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
why do you need a landing page toolkit?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Having a standard set of tools helps you effectively design, test, optimize & manage your landing pages.
It helps to promote a clear and consistent vision and definition for your landing page program.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
how should you use this toolkit?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Download our collection of tools, templates & resources.
Bookmark our interactive apps.
Use regularly!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
laying the groundwork for beginners
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. How to use the right type of experience
Good for: understanding the most common types of landing experiences, and considerations for the best user experience
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Remember...landing pages come in all shapes & sizes!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Giving the right contextual experience will lift conversions.
To consider:
Context of the userMotivations and needsThe message they are responding toCurrent "state" (work, mobile, home, researching, urgent)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Catch-all term for any page to which you drive traffic
Typically a single page with an offer
For lead-gen, usually includes a form
Visitor intent should be known, so they will be highly motivated to convert
Example traffic:
Low funnel paid search campaignsEmail campaignsOffer-driven social campaigns
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Visitor self-selects from 2-5 options
Typically choices are based on role, need, industry, product, etc.
Relevant information is given based on selection
Useful in helping to understand visitor intent & expectations
Example traffic:
High funnel paid search campaignsDirect mailPrint advertisingContent-driven social campaignsDisplay advertising
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Topic-specific site, typically 3-10 pages of content
Can be informational or conversion-focused
Good for considered conversions, where robust information is needed to influence decision-making
Example traffic:
Print advertisingBroadcast advertisingEmail campaignsContent-driven social campaignsHigh & low funnel paid search campaigns Display advertising
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Visitor makes a series of selections to 'configure' a specific solution
Useful for providing a customized solution or content
Similar to a conversion path, but gives the impressions of an app, rather than landing page
Example traffic:
Low funnel paid search campaignsEmail campaignsOffer-driven social campaigns
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Take the Post-click Assessment
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs
Assessments, surveys and quizzes can be used as enticement to convert
Provide valuable knowledge in exchange for participation
Example traffic:
High & low funnel paid search campaignsEmail campaignsOffer or content-driven social campaignsDirect mailPrintBroadcast
Resource: Landing Experience ChartCharacteristics Considerations When to Use Example Traffic
Landing Page
Microsite
A catch-all term for any page to which you drive traffic. Most commonly it is asingle page with an offer. For lead generation campaigns, usually includes a form. For ecommerce campaigns, usually includes an “add to cart” or “shop now” call to action.
Because they are single pages, reporting is limited to pass/fail—the visitor lands & leaves, or lands & converts. Little can be learned about visitor segmentation or behavior.
Use a landing page when you are very certain that you know visitor intent and visitor segmentation, and that your visitor will be highly motivated and ready to convert.
Low funnel paid search campaigns
Email campaigns
Offer-driven social campaigns
A topic-specific site, typically with 3-10 pages of content. Can be informational in nature, or conversion focused.
Microsites can be more immersive than conversion paths and require more time and thought from their users. If you’re certain of intent and segmentation, then micro-sites are a great way to offer specific content.
Use a microsite for a considered conversion where additional information may be helpful to influence the visitor. Also good where audience segmentation is not known, as some data on visitor intent may be inferred based on user bahavior. A conversion-focused microsite should include a call to action on each page and/or a form on each page.
Print advertising
Broadcast advertising
Email campaigns
Content-driven social campaigns
High and low-funnel paid search campaigns
Display advertising
Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs.
Visitors answer questions (either in graphical or form presentation) in order to receive customized responses, such as tallying a score and providing customized comments based on a knowledge-assessment.
Use assessments and marketing quizzes as enticement to convert. For example, “Find out if you are a newbie or a rockstar! Take the quiz today”. Use when visitors are likely to appreciate the feedback mechanism of scoring, grading, rating or instant feedback on their knowledge.
High & Low funnel paid searchcampaigns
Email campaigns
Offer or content-driven social campaigns
Direct mail
Broadcast
Type
ConversionPath
In a conversion path, the initial page a visitor lands on shows 2-5 choices to select from (typically choices based on role, need, industry, product category, etc). Once a visitor makes a selection, they route to a segment-relevant content or offer page. For more complex solutions, may include several steps of segmentation choices to help users drill down to a high degree of specificity.
Well suited to sorting visitorsinto segments based on the selections they make on theinitial page(s). Highly valuable in assessing the relative value of sources of traffic because segmentation data is gathered on 50-80% of all respondents (behavioral data is gathered even on those visitors who do not convert). Useful in helping to understand visitor intent & expectations.
Use a conversion path when the visitor segment, intent or need is vague, or not fully determined.
High funnel paid search campaigns
Direct mail
Print advertising
Content-driven social campaigns
Email campaigns to third party lists
Display advertising
Wizards
Assessments& MarketingQuizzes
Similar to a conversion path, but gives the impression of an app rather than a landing page.
Visitors make a series of selections to ‘configure’ a specific solution, or drill down to a very specific solution or product or piece of content.
Use a wizard-like experience when visitors are likely to appreciate the utility of building their own solution or answering specific questions to receive a highly tailored solution or piece of content.
Low funnel paid search campaigns
Email campaigns
Offer-driven social campaigns
Download Toolkit CompanionLanding Experience Chart
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
2. How to determine your landing page benchmarks
Good for: Landing page newbies who aren't yet tracking the basic metrics
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Metrics to monitor (at a minimum)
Unique VisitorsGoal Completion Rate (conversion rate)Bounce RateTraffic SourceCost Per Acquisition
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Templates: Benchmarking Grids
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Paid Search 10,000/mo
10,000/mo
85%
30%
6% $10.00
40%Paid Email
Channel
Track these five metrics across all of your marketing channels
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Template: Benchmarking Grid
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Paid Search 10,000/mo
10,000/mo
85%
30%
6% $10.00
40%Paid Email
Channel
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Google 7,000/mo
3,000 /mo
95%
85%
4%
10%Yahoo
Vehicle
Then, break down your benchmarks by vehicle
Tool: Benchmarking GridsUniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Paid Search 10,000/mo
10,000/mo
85%
30%
6% $10.00
40%Paid Email
Channel
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Google 7,000/mo
3,000 /mo
95%
85%
4%
10%Yahoo
Vehicle
Finally, benchmark your traffic sources
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition“Free trial”ad group 3,000 /mo
2,000 /mo
2,000 /mo
85%
96%
83%
15%
4%
4%
“Demo now”ad group
“Whitepaperoffer” ad group
Traffic Source
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition“Free trial”ad group
“Demo now”ad group
“Whitepaperoffer” ad group
Traffic Source
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Yahoo
Vehicle
UniqueVisitors Bounce Rate Conversion Rate Cost Per
Acquisition
Paid Search
Paid Email
Channel
Template: Benchmarking Grid
Download the Toolkit Companion Benchmarking Grid Template
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
3. How to find conversion opportunities
Good for: Marketers who don't know where to start with landing page testing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Evaluate your benchmarks to determine where you are underperforming & where you can maximize results.
Consider the following questions:
1. Where are you getting the most traffic?2. Where is your lowest conversion rate?3. What is your highest cost per conversion or cost per lead?4. What is your highest cost per click?5. What is strategically, or even tactically, important to you?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
LowestConversionsHighest Traffic Highest Cost
Per ConversionsHighest Cost
Per ClickStrategically Important toOrganization
1
2
3
List the top three vehicles or sources of traffic for the questions
Paid Email
Display Yahoo Yahoo GoogleDisplay
Yahoo Google Google Yahoo
Paid EmailGoogle Paid Email Display
Template: Opportunity Grid
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
LowestConversionsHighest Traffic Highest Cost
Per ConversionsHighest Cost
Per ClickStrategically Important toOrganization
1
2
3
Evaluate your grid to determine where you can make the biggest impact to maximize results
Paid Email
Display Yahoo Yahoo GoogleDisplay
Yahoo Google Google Yahoo
Paid EmailGoogle Paid Email Display
Template: Opportunity Grid
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
how to improve your landing page design
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
4. How to assess the quality of your landing page design
Good for: Evaluating what improvements can be made to a page to decrease bounce rate and increase conversions
Tool: Score Your Landing Pages
http://ioninteractive.com/Score
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is there message match between the ad & page?
• Repeats call-to-action• Money Back Guarantee/
Satisfaction Guarantee• Doesn't provide
language or content specifically targeted to women
+1
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is there motivation match?
• Landing page pays off the promise of the ad — 'Try Free!'
• Call-to-action is consistent throughout landing experience
+2
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is there visual match?
+2
(use if traffic source is visually-oriented sources, such as email or display)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are directional cues being used?
+2
• Calls-to-actions buttons include directional cues
• Colorful circles draw eye to the CTA
• Good contrast• Banners encapsulate
CTAs, creating interest
+2
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the page focused and simple?
+2
• Good use of white space & visual "blocking" to visually separate content
• 4-page microsite• Long page format = 3-4
scrolls• Microsite + long page
format may be overwhelming
+1
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is important content above the fold?
+2
• Call-to-action• Video• Value proposition —
based on powerful science (3 patents, 24 years of research)
• Navigation to view additional content
+1+2
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the call-to-action positive?
+2
• Call-to-action 'Click Here' isn't value-driven
• Test 'Try Free' to reiterate the promise of the conversion
+10
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the copy scannable?
+2
• Good use of white space & visual "blocking" to visually separate content
• Copy is scannable• Copy & design work well
together to create a scannable experience
+1+2
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the experience optimized for all devices?
+2
• Not responsive• Not optimized for mobile
+1
0
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the page trustworthy?
+2
• 100% Satisfaction Guaranteed
• Social proof• Testimonials/results• Press logos
• Transparency in "small print"
• Trust assurances
+1+2
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the value clear?
+2+1+2
• Great merchandising of both product & free trial
• Value of the offer is reiterated in the landing page, "romance" page and within shopping cart — "here's what you get…"
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is the barrier to conversion low?
+2+1+2
• Multi-step 'Free Trial' sign up
• Only necessary required fields
• Clear explantation around required fields
• Shows product & associated costs in shopping cart
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Does the page make the user feel good?
+2+1+2
• Celebrity endorsement
• Youthful, positive customer imagery
• Beautiful product & food photography
• Great brand impression
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
5. How to increase message match
Good for: Increasing the relevancy of your landing pages, and meeting visitor expectations. Critical when bounce rates are high or conversion rates are low.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Message match is the degree of match between the ad promise and the landing page payoff.
Strong message match...
Helps lower bounce rate & increase conversionsUses similar text, words, and calls-to-actionRepeats your offer in the page headline, imagery or body textImproves relevancy which can boost quality scoreIs important for a great user experience!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Repeats call-to-action• Includes $1 incentive• Reinforces offer visually,
with dollar bill image• Includes "America's #1
Online Provider" in headline
A great example of message match…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Template: Message Match EvaluationLocation/Vehicle
LandingPage
Fulfills AdPromise
Landing PageUses SameTerminology
as Ad
MatchBetween
Ad & Pageis Literal and
Obvious
Visual Match Between Ad
& Page is Readily
Apparent
Paid search, data recoveryad group
Paid search, data recoveryad group
4 3 2 n/a 9
Ad
“Best data recovery solution. Limited timefree trial offer. Click here to try now.”
3 2 1 1 7“Secure data recovery solution. 30-Day trial Start for free.”
TotalScore
Assess how well you are doing overall with message match, then create a plan to increase the message match where there is the biggest mismatch or opportunity for improvement
Download the Toolkit Companion Message Evaluation Chart
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
how to execute sound testing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
6. How to choose between A/B & MVT testing
Good for: Selecting the right test method for your marketing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Resource: A/B & MVT Testing Scenario Grid
Then use
Testing two very different types of experiences against each other (landing page versus conversion path)
Testing different page layouts
Testing different content variations within a single page
A/B
A/B
MVT
Lower traffic (use online test duration calculator to help determine)
A/B
Scenario
Testing significantly different design elements A/B
Testing different registration flows (i.e. 1-step versus 3-step)
A/B
Need to know the conversion influence of each individual test element MVT
Higher traffic (use online test duration calculator to help determine) MVT
Use this simple chart to help you decide when to use A/B and when to use MVT
Download the Toolkit Companion A/B & MVT Testing Scenario Grid
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
7. How to document your landing page test
Good for: Each and every landing page test you run. Test documentation is just as important as the test itself.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Build a testing story, build over time, learn from each chapter.
Documenting your tests...
Ensures your testing approach is soundRecords test hypotheses & resultsDrives learning & next stepsKeeps everything in one place
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Template: Test Plan
A
B
Download the Toolkit Companion Test Plan Template
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
8. How to select the right statistical confidence for your tests
Good for: Test beginners who are confused about statistical confidence
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Resource: Statistical Confidence Chart
if... Then use...
80%
80% or 85%
95% or 99%
95% or 99%
90% or 95%
95% or 99%
80% or 85%
Your conversion is an ecommerce transaction
You want to cycle through the test as quickly as possible and declare a winner
You are using A/B testing, and A is very different from B (likely that the conversion results for each will be very different from each other)
You want to be highly confident in the accuracy of your test results, regardless of how long it takes to achieve statistical confidence
Your test versions are very similar to each other, and are likely to have similar conversion rates
You are only able to send a small amount of traffic to the test
You will be able to send a high volume of traffic to the test
Use this chart to determine what confidence level is right for you
Download the Toolkit Companion Statistical Confidence Chart
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
how to manage your program for agility & scale
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
9. How to evaluate your post-click marketing
Good for: Identifying your organizational landing page strengths, weaknesses and areas of improvement
Tool: Post-click Assessment
http://ioninteractive.com/Assessment
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
10. How to determine how many landing pages you really need
Good for: Determining if you have too few, too many, or just the right amount of landing pages to maximize conversion, resources and effort
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your landing page ratio give you a quick snapshot of how deeply you are engaging your audiences.
Start with these two questions:
How many different online ads do you have across search, social, display and email?
How many different landing pages do you have?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tool: Landing Page Ratio
# ads-------------------
# of landing pages = Landing Page Ratio
100-------------------
10= 10:1 LPR
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tool: Landing Page Ratio
Vehicle Approx Number of Unique Ads
Approx Number ofUnique Landing Pages
Landing PageRatio
Paid Search Yahoo
House
Google adnetwork
24
30
30
12 12
2 12:1
10:1
10:1
1:1
3
3
Email Nurture
Channel
Generally, a 10-to-1 ratio represents "closely matched" ads and landing pages. Strive to increase message match by driving down you ratio as low as possible.
Download the Toolkit Companion Landing Page Ratio Template
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Download our collection of tools, templates & resources.
Bookmark our interactive apps.
Use regularly!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!@[email protected]