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The 4 most critical changes you can make to your landing page right now (an interactive working session)

Quick Win Clinic:

• Dr. Flint McGlaughlin

Managing Director MECLABS

• Dr. Flint McGlaughlin – Managing Director, MECLABS

Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group.

• Dr. McGlaughlin also serves as the Director of Enterprise Research at the

Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative

• agent. His work has won multiple awards and has been quoted in more

than 13,000 online and offline sources.

Session Speakers

Experiment #1: Background

Background: The company is a luxury home builder attempting to attract golfers to their community. Goal: To increase the amount of leads. Primary research question: Which downloadable asset will produce the highest lead generation rate? Approach: A/B multi-factor split test Experiment ID: Protected Location: MECLABS Research Library Test Protocol Number: TP1484 Research Notes:

LOGO LOGO

Experiment #1 : Control

LOGO LOGO

Experiment #1 : Control

COUNTRY CLUB

Control

COUNTRY CLUB

Treatment

Treatment Sign-up Rate

• Rel. Diff.
• Stat. Level of

Confidence Original 1.84%

• Optimized

6.84% 272.1%

272% Increase in lead rate

The optimized page increased lead rate by 272%

 What you need to understand: By simply offering a different downloadable

asset that held greater appeal for the visitor, the optimized treatment increased the lead rate by 272%.

Experiment #1 : Results

99%

Experiment #2: Background

Background: Non-profit political organization raising money for the George

• W. Bush Presidential Center.

Goal: To increase the amount of donations generated from this email campaign. Primary research question: Which email message will generate the most revenue? Approach: A/B multi-factor split test Experiment ID: N/A Location: Conducted by Previous Summit Attendee Test Protocol Number: N/A Research Notes:



Top

Experiment #2: Original email

Bottom

Experiment #2: Original email

Original Optimized

Experiment #2: Optimized email

Original Optimized

Experiment #2: Optimized call-to-action

Email Version CTR

• Rel. Diff.

Original 0.8%

• Optimized

1.9% 139%

139% increase in clickthrough

The optimized email increased clickthrough rate by 139%

 What you need to understand: The optimized call-to-action generated

139% more response from recipients (at a 95% LoC) and increased overall revenue from this campaign by 42%.

Experiment #2: Results



Key Principles

1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.

What you need to understand

What is the difference?

COUNTRY CLUB

Control

COUNTRY CLUB

Treatment

What is the difference?

COUNTRY CLUB

Control

COUNTRY CLUB

Treatment

What is the difference?

COUNTRY CLUB

Control

COUNTRY CLUB

Treatment

Original Optimized

What is the difference?

Original Optimized

What is the difference?

Original Optimized

What is the difference?



Key Principles

1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect. 2. Marketers must learn to see their webpages through the eyes of the

• customers. Too often we employ company logic rather than

customer logic.

What you need to understand

Marketer Market

Value Proposition

Customer Logic vs. Company Logic

• 1. It is not the magnitude of change on the “page” that impacts

conversion; it is the magnitude of change in the “mind” of the prospect.

• 2. Marketers must learn to see their webpages through the eyes of

the customers. Too often we employ company logic rather than customer logic.

• 3. When we employ customer logic, we discover simple changes that

can have a large impact on the conversion rate of a landing page.

What you need to understand



Key Principles

Control Treatment

How different are these pages?

99%

IN CONVERSION

How different are these pages?

LOGO LOGO

78%

IN CONVERSION

Treatment Control

How different are these pages?

Control

No Difference

Treatment

?

Today, we are going examine four simple landing page changes that can have dramatic impact on the customer’s mind.

Today’s Focus

SIMPLE CHANGE #1: Headlines

Headline Webpage

Experiment ID: Survey Spot International Location: MarketingExperiments Research Library Test Protocol Number: TP1111 Background: A survey company offering to pay its members to take surveys Goal: To increase qualified survey panelist registrations Primary Research Question: Which panelist registration page will have a higher conversion rate? Approach: A/B multifactor split test Research Notes:

Experiment: Background and design

Experiment: Control

Top of Page

Experiment: Control

Middle of Page

Experiment: Control

Middle of Page

Experiment: Control

Bottom of Page

• Using our conversion

methodologies, we identified the following potential areas for improving conversion:

• 1. Reduce Friction (f) by

shortening the length of the registration form.

• 2. Clarify the expression of the

Value Proposition (v) by adding a clear headline.

Experiment: Control

C = 4m + 3v +2(i-f) - 2a

Conversion Heuristic:

Experiment: Treatment

• New headline added to clarify the value proposition

Top of Page

35

ID Headline

HL1 Set Up Your FREE Account Today and Start Earning Money! HL2 Get Paid to Take FREE Surveys HL3 Take Online Surveys From Home and Win Cash & Prizes HL4 Get Paid to Fill Out Online Surveys HL5 Surveys – Quick, Easy and FREE HL6 Join the [Company Name] Community and Have Your Opinions Count HL7 Win Cash & Prizes for Online Surveys HL8 Get Rewarded for Your Opinion HL9 You’re Invited to Join the [Company Name] Community and to Earn Rewards For Your Opinions HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community

Experiment: Treatment

• The level of traffic this

page received allowed us to test 10 different possible headlines for this

• ffer.

Experiment: Treatment

• We also reduced

the number of required forms from 24 to 15, significantly decreasing the perceived length

• f the form.

Experiment: Side-by-side

Control Treatment

10% increase in registrations

The new page design improved the conversion rate by 10.44%

Experiment: Results

CR

• Rel. Diff.
• Stat. Conf.

Control 26.04%

• Treatment (Highest Performing)

28.76% 10.44% What You Need to Understand: By focusing on reducing the length of the form, and strengthening the value through a clear headline, we were able to generate 10.44% more registrations.



95%

Experiment: Results

ID

Headline Tested

CR

• Rel. Diff.

XX Control (No Headline) 26.04%

• XX

[Headline Hidden] 26.81% 2.95% XX [Headline Hidden] 26.92% 3.36% XX [Headline Hidden] 27.14% 4.24% XX [Headline Hidden] 27.35% 5.03% XX [Headline Hidden] 27.37% 5.12% XX [Headline Hidden] 27.52% 5.67% XX [Headline Hidden] 27.92% 7.23% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 27.98% 7.46% XX [Headline Hidden] 28.76% 10.44%

Looking deeper at the results, we were surprised to see some of the treatments performed significantly better than others. This revealed that the difference in conversion did not primarily come from form field reduction, but from the headline.

Results: Sorted by relative difference in conversion

Lift attributed to the headline. Lift attributed to reducing form friction.

Test Your Intuition

ID Headline Tested

HL1 Set Up Your FREE Account Today and Start Earning Money! HL2 Get Paid to Take FREE Surveys HL3 Take Online Surveys From Home and Win Cash & Prizes HL4 Get Paid to Fill Out Online Surveys HL5 Surveys – Quick, Easy and FREE HL6 Join the [Company Name] Community and Have Your Opinions Count HL7 Win Cash & Prizes for Online Surveys HL8 Get Rewarded for Your Opinion HL9 You’re Invited to Join the [Company Name] Community and to Earn Rewards For Your Opinions HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community

Which headline do you think generated the most response? Why?

?

ID# Headline Tested CR

• Rel. Diff.

HL1

Set Up Your FREE Account Today and Start Earning Money! 27.35% 5.03%

HL2 Get Paid to Take FREE Surveys 28.76% 10.44% HL3

Take Online Surveys From Home and Win Cash & Prizes 26.81% 2.95%

HL4

Get Paid to Fill Out Online Surveys 27.98% 7.46%

HL5

Surveys – Quick, Easy and FREE 27.52% 5.67%

HL6

Join the [Company Name] Community and Have Your Opinions Count 26.92% 3.36%

HL7

Win Cash & Prizes for Online Surveys 27.37% 5.12%

HL8

Get Rewarded for Your Opinion 27.92% 7.23%

HL9

You’re Invited to Join the [Company Name] Community and to Earn Rewards For Your Opinions 27.14% 4.24%

HL10

Here’s Your First Survey, and an Invitation to Join Our Research Community 28.35% 8.87%

Best Performing Headline

Why did this headline outperform the others? Do you see any patterns in the best-performing headlines?

ID# Headlines Tested CR

• Rel. Diff.

HL2 Get Paid to Take FREE Surveys 28.76% 10.44% HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community 28.35% 8.87% HL4 Get Paid to Fill Out Online Surveys 27.98% 7.46% HL8 Get Rewarded for Your Opinion 27.92% 7.23% HL5 Surveys – Quick, Easy and FREE 27.52% 5.67% HL7 Win Cash & Prizes for Online Surveys 27.37% 5.12% HL1 Set Up Your FREE Account Today and Start Earning Money! 27.35% 5.03% HL9 You’re Invited to Join the [CompanyName] Community and to Earn Rewards For Your Opinions 27.14% 4.24% HL6 Join the [CompanyName] Community and Have Your Opinions Count 26.92% 3.36% HL3 Take Online Surveys From Home and Win Cash & Prizes 26.81% 2.95%

What do I get? vs. What must I do?

Results: Sorted by relative difference in conversion

• The highest performing

headlines focus on what the potential registration will get (i.e. value-centric).

• The lowest performing

headlines focus on what the potential registration has to do. (i.e. action-centric)

ID# Headlines Tested CR

• Rel. Diff.

HL2 Get Paid to Take FREE Surveys 28.76% 10.44% HL10 Here’s Your First Survey, and an Invitation to Join Our Research Community 28.35% 8.87% HL4 Get Paid to Fill Out Online Surveys 27.98% 7.46% HL8 Get Rewarded for Your Opinion 27.92% 7.23% HL5 Surveys – Quick, Easy and FREE 27.52% 5.67% HL7 Win Cash & Prizes for Online Surveys 27.37% 5.12% HL1 Set Up Your FREE Account Today and Start Earning Money! 27.35% 5.03% HL9 You’re Invited to Join the [Company Name] Community and to Earn Rewards For Your Opinions 27.14% 4.24% HL6 Join the [Company Name] Community and Have Your Opinions Count 26.92% 3.36% HL3 Take Online Surveys From Home and Win Cash & Prizes 26.81% 2.95%

Point-first vs. Point-last

Results: Sorted by relative difference in conversion

Point-first headlines Point-last headlines

What you need to know about Headlines

• 1. The goal of a headline is similar to the goal of the opening scene
• f a movie – to arrest the visitors attention and to convert this

attention into interest.



Key Principles

Not this… …but this

201%

IN CONVERSION

Not this, but this

Not this, but this

Not this… …but this

816%

IN CONVERSION

Audience Activity: Small Tweaks and Big Results

Take a moment with one of your printed pages and craft one (or more) optimized headlines. You may find it helpful to walk through the following checklist:

Do you have a headline? Is it distinguished enough to be the first thing that visitors see when landing on the page? Does your headline arrest the visitor’s attention? How is it converting attention into interest? Is your headline clear? Does it have a transparent tone? Does it use quantitative language? Does your headline give the visitor a reason to stay on the page? Do you have a sub-headline? Does your sub-headline link the headline to the first paragraph?

SIMPLE CHANGE #2: First Two Inches

First Two Inches Webpage

Background: A company offering dedicated business hosting services Goal: To increase the amount of leads Primary research question: Which page design will generate the greatest amount of leads? Approach: A/B multi-factor split test (radical redesign) Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1341 Research Notes:

Experiment: Background

Experiment: Original

• Large banner image

has little-to-no meaning, and yet is the first thing visitors see when arriving to the page.

• Main explanation text

is hidden out of the main eye-path

Experiment: Treatment

• Banner has been

removed

• Visitor is greeted with

a clear headline indicating where the visitor has arrived.

• Visitor is then led

through linear- flowing copy clearly explaining the nature

• f the company/offer

Experiment: Original vs. Treatment

Design

Conversion Rate (%) Relative Difference Statistical Level

• f Confidence

Original Page 2.00%

• Treatment

5.77% 188.46%

189% Increase in Overall Conversion

The new page’s conversion rate increased by 188.46%

Experiment: Result

95%

What you need to know about the first two inches



Key Principles

• 1. At any transition within the conversion process, there is an inherent

“moment of orientation” in which the prospect seeks to answer three critical questions:

• 1. Where am I?
• 2. What can I do here?
• 3. Why should I do it?

Moment of Orientation

Moment of Orientation

Conversation

Value Exchange

Where am I? What can I do here? Why should I do it?

First Seconds Subsequent minutes (or days) depending on sales cycle

• In order to keep your visitors clearly engaged from one step to another, you

must answer the first two questions within approximately seven seconds (two inches) of each transition.

Audience Activity: Small Tweaks and Big Results

Take a moment with one of your printed pages and evaluate the first two inches of your page based on the following checklist:

Rank the first 5 page elements a visitor will see when landing on your webpage. Which of these elements lets the visitor know where they are? Which of these elements lets the visitor know what they can do? Which of these elements lets the visitor know why they should do it? Does the language on the page match the language in the channel people come to this page through?

SIMPLE CHANGE #3: Layout

Layout Webpage

Experiment: Background

Background: An financial institution offering online services Goal: To increase the amount of online registrations Primary research question: Which page would produce the most account sign-ups? Approach: A/B/C split test (variable cluster) focused on reducing the amount

• f friction

Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306 Research Notes:

Experiment: Treatments

We developed two treatments in which we gradually reduced the amount of competing information. Below are visual representations of how the information was

• riginally organized and gradually reduced in the two treatments.

Let’s take a close look at the treatments… Control Treatment 1 Treatment 2

Control

• The control contained 5

main blocks of information separated by defined lines and gradients.

• This page also offered

three major calls to action.

• Overall this page

appears to have many

• bjectives all

competing in an unorganized way.

Experiment: Control

Experiment: Treatment 1

Treatment 1

• Without drastically

changing the copy, Treatment 1 organized the page into two columns with one major call to action.

• Main copy has been

bolded to direct the eyepath through the text.

• The second column now
• ffers a customer

testimonial.

Treatment 2

• Treatment 2 reduces

the page even further, offering a single column containing main information and a single clear call to action.

• The copy has not

been drastically altered in this treatment as well.

Experiment: Treatment 2

Experiment: Results

Layouts

Clickthrough Rate (%) Relative Difference Statistical Level

• f Confidence

Control 4.12%

• Treatment 1

13.36% 224.4% Treatment 2 15.06% 265.6%

266% Increase in Clickthrough rate

The new page layout increased clickthrough rate by 63% 95% What you need to understand: By simplifying the page layout and reducing the amount of competing objectives (reducing friction) the optimized pages were able to increase clickthrough by 266% and conversion by 27%.



99%

Audience Activity: Small Tweaks and Big Results

Take a moment with one of your printed pages and evaluate your page layout using the following criteria:

How many columns does your page have? Can you eliminate any

• f your columns?

Is the main content in the primary eye-path? If present, does the secondary column contain supporting content alone? Do you have any boxes or bars that are breaking up the content? Are there any large images drawing the visitor’s attention away from the desired eye-path?

SIMPLE CHANGE #4: Call-to-Action

CTA

Webpage

Experiment: Background and design

Attendee: Michael Aagaard, Online Copywriter Company: ContentVerve.com Event: 2011 Optimization Summit Research Notes: Background: Denmark-based commercial real estate web portal through which businesses can find offices for rent. Goal: To get visitors to click for more information Primary Research Question: Which CTA copy will generate the highest average clickthrough rate? Test Design: A/B split test

Experiment: Control

Lit: “Order Information”

Control Treatment

Lit: “Get Information”

Literal Translation: “Get Information” Literal Translation: “Order Information”

Control Treatment

Experiment: Side-by-side

Experiment: Results

38% Increase in clickthrough rate

The new CTA copy improved conversion rate by 38%

CTR Relative Difference Statistical Confidence Control 10.38%

• Treatment

14.36% 38.26% What You Need to Understand: By changing one word to emphasize the value of clicking over the cost, the company was able to increase clickthrough for commercial real estate listings across their entire site by 38%.



99%

What you need to know about calls-to-action



Key Principles

• 1. For every action you desire a visitor to make (to click, to fill out

a form, to download a video, etc.), there must be an immediate promise of value that outweighs the cost of that action.

Perceived Value

Perceived Cost

PV > PC

Not this, but this

Not this… But this

201%

IN CONVERSION

Not this, but this

Not this… But this

357%

IN MONTHLY CLIENTS

331%

IN CONVERSION

90%

IN CONVERSION

99%

IN CONVERSION

Audience Activity: Small Tweaks and Big Results

Take a moment with one of your printed pages and craft one (or more) optimized calls-to-action. You may find it helpful to walk through the following checklist:

How many calls-to-action (CTAs) does your page have? Can you reduce the amount of calls-to-action? Are the CTAs cost-oriented or value-oriented? Does your CTA ask for too much? Is your CTA in the main eye-path? Does your CTA look clickable?

Summary: Putting it all together

• 1. It is not the magnitude of change on the “page” that impacts

conversion; it is the magnitude of change in the “mind” of the prospect.

• 2. Marketers must learn to see their webpages through the eyes of

the customers. Too often we employ company logic rather than customer logic.

• 3. When we employ customer logic, we discover simple changes that

can have a large impact on the conversion rate of a landing page.



Key Principles

Submit your Pages for Live Optimization

Send your landing pages to:

austin.mccraw@meclabs.com

The 4 most critical changes you can make to your landing page right now (an interactive working session)

Quick Win Clinic:

• Dr. Flint McGlaughlin

Managing Director MECLABS