New Research

:
Practical Tips on How to Lift Conversion Response

Stefan Tornquist Research Director

Tim McAtee Senior Analyst
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Practical Facts Not Opinion: MarketingSherpa Methodology
MarketingSherpa research is gathered from five sources:
1. 2. 3. 4. 5.
Research Drawn From:

Surveys of 4,213 marketers Surveys of 25,000+ consumers Lab tests and partnered research “Best of” research from 650+ third party organizations Sherpa Case Studies – 800+

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

2

Landing Page Tests That Work Best
Conversions

Tests Conducted
PPC Search Dynamic Changes Registration forms tweaked Creative elements tested
Research Drawn From:

Better
68.2%

Holding steady
12.0%

Worse
9.2%

62.9%

14.3%

9.8%

61.0%

14.1%

11.0%

SEO-landings optimized Mobile email clicks optimized? None of the above

60.1%

13.6%

11.6%

56.2% 20.9%

12.8% 12.4%

7.9% 20.2%

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

3

#1. Dynamic Search Copy

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

4

#2. Registration Form Tests

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

5

22%!

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

6

#3:Creative Elements

Creative Rule of Thumb: Make eyeflow easier.

Research Drawn From:

Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work.

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

7

Eyeflow and Columns

60% Email ad 50% 40% 30% 20% 10%
Research Drawn From:

Search

55% 48%

31% 26% 22% 13% 1% 1% 4 0% 2% 5 0% 1% 6

0% 1 2 3

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

8

Eyeflow and Typeface
Hello and welcome to my lovely headline, which might impress you tremendously except for the fact that it's centered, so no one can read it .
Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40 won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online – Verdana 10pt.

Oh and by the way, if your type is colored anything but black (and blue for hotlinks) people will have a harder time reading it. This is a Verdana 12, bigger than that used on most sites, in a dark gray. Very popular in the blog world.

Research Drawn From:

Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work.

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

9

Eyeflow and Buttons

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

10

#4. Organic Search Landings Optimized

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

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Example SEO Campaign

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

12

Example SEO Landing Page

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

13

#5. Re-Design for Mobile

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

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Mobile Version

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

15

If You Can Do Nothing Else… Budget for Analytics and Testing
48% Don’t do any a/b testing 40% Only test at launch & leave forever 16% Don’t share test results w/ agency

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

16

Scariest Data Point:
18% say “No One Knows Our Landing Page Results”

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

17

Biggest Tip: Measure Landing Pages Based on Final KPIs (Not Interim Clicks)
Alternate LPs Tested August 2007

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

18

Results: Winner

Research Drawn From:

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

19

MarketingSherpa Second Edition Landing Page Handbook

Download your copy instantly

(and we’ll Priority Mail you a printedand-bound copy within 24 hours)
For instant download plus printed copy:
http://LandingPage2008.MarketingSherpa.com

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For information and to buy the Email Marketer’s package: http://EmailSummitMarketo.MarketingSherpa.com
21

Testing Example
pages.marketo.com/landing-page.html

Test Your Landing Pages…
Short Form Medium Form Long Form

Conversion rate: 14.0% Cost per: $34.08

Conversion rate: 11.0% Cost per: $43.35

Conversion rate: 10.0% Cost per: $47.92

…But Don’t Over Test Landing Page Tools and Resources

www.marketo.com/calculator

www.marketo.com/freetrial

A Final Thought: Don’t Pass A Lead To Sales Before It’s Ready Lead Management:
• • • Score leads so you know who’s ready for sales Nurture leads that aren’t yet ready Hand leads to sales at the right time, with value-added information Modify programs as new requirements are found

Source: RainToday.com, What’s Working In Lead Generation

www.marketo.com/beta

http://infopartners.rtrk.com/coupon/?scid=464195&cid=113333&tc=071 02217400475020&dynamic_proxy=1&primary_serv=infopartnerspx.rtrk.com