Landing Page Testing can lead to double digit conversion rate gains. Learn how to test your pages to improve conversion, and attract super affiliates without changing your payout structure.
- 1. Landing Page Testing to Attract Super Affiliates Tim Ash
President & CEOSiteTuners.com
2. Overview
- The mind of the super affiliate
- Landing page testing basics
3. The Mind of theSuper Affiliate 4. Super Affiliates are
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- Work for themselves, always looking for best opportunity
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- Always testing new programs, will quickly cut their losses
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- Bombarded with offers, picky about testing new programs, expect
better than rack rate deals
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- Want to minimize up-front and ongoing work, do not want changes
or surprises
5. Top-10 Ways to Attract Super Affiliates
- #10 Join an affiliate network
- #7 Allow bidding on your brand
- #6 Dont be high maintenance
- #5 Dont change the rules of the game
- #4 Share sensitive information
- #1 Fix your conversion rate
6. Impact of Improved Conversion Rate
- BEFORE Payout - $1.25 Cost - $1.00 Profit - $0.25
- A 20% increase in conversion rate
- AFTER Payout - $1.50 ($1.25 x 120%) Cost - $1.00
- will DOUBLE the super affiliates profits!
7. Landing Page Testing Basics 8. What is Landing Page
Testing?
- Online Marketing Activities
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- Acquisition Get people to your site
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- Conversion Persuade them to take desired action
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- Retention Increase lifetime value of relationship
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- Percentage of visitors who take desired action
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- Improving conversion rate by testing website changes
9. Why should you care?
- You have neglected your landing pages
- Your conversion rate is too low
- This is driving away super affiliates
10. Who should design your site? I.T. Marketing Ad Agency
YourBoss Webmaster 11. None of the above The Customer Is Always
Right ! I.T. Marketing Ad Agency YourBoss Webmaster YOUR WEBSITE
VISITORS 12. Case Studies 13. Case Study - RealAge.com
- Conversion action: Completion of free RealAge Test
registration
- Test Size: 552,960 unique recipes
14. Before After 15. Results - RealAge
- 40% lift in conversion rate
- $3,285,000 annual profit improvement
16. Case Study Uniblue Registry Booster
- Conversion Action: Free software download
- Extensive previous page testing by client
- Test Size: 3,110,400 unique recipes
17. Before After 18. Results - Uniblue Registry Booster
- 24% increase in conversion
- CR improved from 30.3% to 37.7%
- $182,000 annual profit improvement
19. Case Study - PowerOptions
- Conversion action: Free 2-week trial sign-up
- Tuning Method: A-B Split Testing
- Test Size: 3 unique recipes
20. Before After 21. Results - PowerOptions
- 75% increase in post-trial sales
- $200,000 annual profit improvement
22. Picking A Tuning Method 23. How do you tune?
- Size of Test(total number of unique recipes)
- Need to consider variable interactions
24. Example Size of Test Calculation
- Question Explanations x 2
- 12 Variables , 38 different values
25. Ferraris are Really Fast Positive interaction between
headline and picture Interaction Example(1of 3) 26. Ferraris are
Really Fast Negative interaction between headline and picture
Interaction Example(2 of 3) 27. Volvos Are Really Safe Positive
interaction between headline and picture Interaction Example(3 of
3) 28. Interactions are Very Important
- Best setting for variable depends on its context
- Interactions exist & can be very strong
- Ignoring interactions will lead to suboptimal results
- A/B Splits & Parametric Multivariate testingassume that
there are no interactions
29. A-B Split Testing
- Test one variable at a time(with 2 or more values)
- Send equal traffic to all versions
- Very simple to implement & track
30. Parametric Multivariate Testing
- A.K.A. Design of Experiments & Taguchi Method
- Tests several variables at the same time
- Ignores variable interactions
31. Non-parametric Tuning
- Proprietary math for Internet marketing
- Designed for large-scale tests
- Takes variable interactions into account
32. Avoiding The Pitfalls 33. #1 - Unclear Call-to-action
- What am I supposed to do on this page?
- Spend precious time deciding what to do
- Get confused and frustrated
34. Before 35. After 36. #2 - Too Many Choices
- What am I supposed to do first?
- Takes a long time to find information
- May not make the right choice
37. Awareness Squandered 146 clickable links! 38. Focus on
Visitors Goals 39. #3 - Lack of Upstream Ad Continuity
- Does your landing page keep the promise
- Page title does not match user intent
- No access to the info promised
- Difficult to find ad-related content on page
40. 41.
- Title matches search term
- Promise of relevant expert reviews
42. Relevant title & content Roadblock must pay money NO
direct accessto promised info. 43. #4 Visual Distractions
- Where am I supposed to look?
- Visual assault is extremely annoying
- Gratuitous graphics unrelated to product/service
- No clear separation of content and navigation
- Time wasted on looking at the wrong stuff
44. 45. 46. #5 Too Much Text
- Do you really expect me to read all of this?
- No much text in paragraph style
- No clear hierarchy or flow
- Inappropriate level of detail for a landing page
47. 48. 49. #6 Long Forms
- Is the information you are asking forabsolutely necessaryto
complete thecurrent transaction ?
- Info not needed until later
- Requires supporting info that is not available
50. Before 51. After
- $48,000,000/yr more revenue
52. #7 - Ineffective Risk Reducers & Trust Indicators
- Why should I trust you?Do I feel safe?
- Trust symbols are below the fold
- Lack of endorsements (client/media logos)
53. Example - Unhelpful Risk Reducers 54. Example - Helpful Risk
Reducers 55. Example Trust Indicators 56. Example Trust Indicators
57. Summary
- The mind of the super affiliate
- Landing page testing basics
58. Q&A & Additional Resources
- How to Attract Super Affiliates Whitepaperhttp://
SiteTuners.com/downloads.html
- Landing Page Optimization Book
http://LandingPageOptimizationBook.com