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I Y L di g P g C ti g Vi it ? Is Your Landing Page Converting Visitors?

REVENUE LIFECYCLE SKILLS COURSE
CAMPAIGN MANAGEMENT ESSENTIALS
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Eloqua Best Practices: The Revenue Lifecycle™
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Eloqua Best Practices: The Revenue Lifecycle™ 2
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Agenda
Step 1: Understand Motivation
Step 2: Optimize Relevance Step 2: Optimize Relevance
Step 3: Optimize Layout
Step 4: Ensure Compliance
Step 5: Test p
Landing Page Design Optimization Checklist
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Offer A Clear Path
Consider where your
visitors are coming from visitors are coming from
and where they are going.
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Step 1: Understand Motivation
a) Value Proposition: Is it
meaningful? meaningful?
b) Familiarity: Is it seamless? b) Familiarity: Is it seamless?
c) Trust: Are the claims valid? c) Trust: Are the claims valid?
d) Effort: Is it easy to engage? d) Effort: Is it easy to engage?
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Value Proposition – Clear and Meaningful
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Familiarity: Seamless experience
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Trust: Third Party Validation
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Trust: Certified
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Effort: Incentive v. Friction
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Effort: Incentive v. Friction
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Effort: Progressive Profiling
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Effort: Share
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Step 2: Optimize Relevance
a) Personalization: Is it
appropriate? appropriate?
b) Imagery: Does it engage or b) Imagery: Does it engage or
repel?
c) Tone: Does it reduce anxiety?
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Personalization
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Imagery – Support Value Proposition
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Imagery – Support the Value Proposition
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Imagery - Engage
GOAL:
Capture additional leads for golf memberships.
SOLUTION:
(1) Pictures are taken on the course. ( )
(2) An email is sent with a PURL address where
the foursome can access their picture.
(3) Refer-A-Friend (3) Refer A Friend
RESULTS:
• Open rate - 77.21%
• CTR - 80.99%
• 10.54% Conversion Rate
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Language and Tone - Interactive
getsocial.oracle.com
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Optimizing Relevance: Scanningpaper.com
Goal: Increase Conversion By
Optimizing Relevance
Results:
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Eloqua Best Practices: The Revenue Lifecycle™
Results:
•1,991 Unique Visitors (9.5% CTR)
•205 Inquiries (10.3% Conversion)
Personalization, Imagery, Language
The images and the text are dynamically
populated based on Lead – Industry.
The welcoming message includes Lead - First
Name, Job Function, Company, and Industry.
Content targeted based on Lead – Industry.
Customer examples the case studies and the Customer examples, the case studies, and the
solutions in action content is also dynamically
served based on the Lead – Interest.
Content is based on Lead – Solution
I t t
Progressive Profiling: only asks questions for
which we have no data.
Interest.
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Eloqua Best Practices: The Revenue Lifecycle™
Content is based on Interest - Document Type.
Step 3: Optimize Layout
a) Eye Path: Where does the eye
go? go?
b) Call To Action: Is it clear and b) Call-To-Action: Is it clear and
accessible?
c) Navigation: Does it confuse?
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Eye Path: Where does the eye go?
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Call-To-Action: Offer Choices
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Eloqua Best Practices: The Revenue Lifecycle™
Call-To-Action - Buttons Matter
Remove all buttons and links from near the
submit button.
Test color, shape, language, and location.
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Call-To-Action - Buttons Matter
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Navigation: Leverage the Footer
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Step 4: Ensure Compliance
Is the design brand compliant?
Privacy Policy: Is it clear and
posted? p
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Pulling It All Together
Cl d
Appropriate
Navigation
Brand
Compliant
Clear and
meaningful
value prop
Trust:
Testimonial
Incentive v.
Friction
Relevant
Imagery
Strong B tton
L d
Strong Button
Language and
TOne
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Privacy Policy
Layout Wireframe: Lead Generation
Primary Objective:
Capture Email
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Layout Wireframe: Nurturing Campaign
Primary Objective:
Complete Profile
d M and Measure
Engagement
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Layout Wireframe: Event Registration
Primary Objective:
Ensure Registration and
Encourage Attendance Encourage Attendance
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Test Browser Compatibility
B S t Browser Shots.com
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Step 5: Test
There are no absolutes.
Testing yields best Testing yields best
optimization results.
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What Drives Conversion?
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Testing Answers Questions
Is the messaging easy to understand?
Is the call to action more compelling? Is the call to action more compelling?
What are barriers for prospects to convert to a lead?
Are we asking for too much information?
Do prospects understand the offer and find it valuable?
Which topics resonates the best with this segment?
Which layout drives the highest conversion? Which layout drives the highest conversion?
Which images create higher levels of engagement?
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Eloqua Best Practices: The Revenue Lifecycle™
Which One Performed Best?
After: 74.6% Before: 50.2%
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Which One Performed Best?
Happy doctor with machine
45%
Image the machine produces
18%
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Getting Started
1. Decide WHAT to test.
2 Set up a control group and a test group 2. Set up a control group and a test group.
3. Test each element separately.
When you vary only one feature you can observe to what When you vary only one feature, you can observe to what
degree (if at all) people respond differently to that
variation.
4. Determine which variable showed the best results.
Most email responses will come within 24 - 48 business p
hours. Once you determine which variable had the best
results, use that variable for the remaining 90% of your
distribution list
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distribution list.
Fivesecondtest.com
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Landing Page Design Checklist
Motivation Relevance Layout Compliance
Value Proposition
Personalization Eye Path Brand
Value Proposition
Is it meaningful to your
recipient?
Familiarity
Is this a location where your
Personalization
Does it match the
relationship?
Imagery
Does it support the
Eye Path
Where does the eye go? And
for how long?
Call-To-Action
Is it clear and accessible?
Brand
Is it compliant with corporate
standards?
Legal
Is it compliant with privacy Is this a location where your
visitor expected to land based
on where they came from?
Trust
Does the visitor believe your
Does it support the
connection to the value
proposition?
Language & Tone
Does it reduce anxiety and
Is it clear and accessible?
Navigation
Does it build the relationship
or cause confusion?
Is it compliant with privacy
policies?
Does the visitor believe your
claims?
Effort
Is it easy to take the desired
action?
Does it reduce anxiety and
engage?
action?
Test & Optimize
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Eloqua Best Practices: The Revenue Lifecycle™
Laura Cross
B t P ti Best Practices
949-235-5011
laura cross@eloqua com
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Eloqua Best Practices: The Revenue Lifecycle™
laura.cross@eloqua.com
Twitter: @lauracross