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Landing Page Testing to Attract Super Affiliates Tim Ash President & CEO SiteTuners.com

Landing Page Testing To Increase Conversions

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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.

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  • 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
  • Case studies
  • Picking a testing method
  • Pitfalls to avoid
  • Q&A

3. The Mind of theSuper Affiliate 4. Super Affiliates are

  • Mercenary
    • Work for themselves, always looking for best opportunity
  • Busy
    • Always testing new programs, will quickly cut their losses
  • Greedy
    • Bombarded with offers, picky about testing new programs, expect better than rack rate deals
  • Lazy
    • 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
  • #9 Offer better payouts
  • #8 Pay up
  • #7 Allow bidding on your brand
  • #6 Dont be high maintenance
  • #5 Dont change the rules of the game
  • #4 Share sensitive information
  • #3 Listen to suggestions
  • #2 Go the extra mile
  • #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
  • Profit - $0.50
  • will DOUBLE the super affiliates profits!

7. Landing Page Testing Basics 8. What is Landing Page Testing?

  • Online Marketing Activities
    • Acquisition Get people to your site
    • Conversion Persuade them to take desired action
    • Retention Increase lifetime value of relationship
  • Conversion Rate
    • Percentage of visitors who take desired action
  • Landing Page Testing
    • 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?

  • Key Considerations:
  • Size of Test(total number of unique recipes)
  • Need to consider variable interactions

24. Example Size of Test Calculation

  • Page Headerx 3
  • Navigation Bar x 2
  • Headline x 5
  • Call to Action x 4
  • Photo x 4
  • Sales Copy x 4
  • Endorsements x 2
  • Question Labels x 2
  • Question Delimiter x 3
  • Question Explanations x 2
  • Button Text x 3
  • Button Format x 4
  • 12 Variables , 38 different values
  • 552,960 unique recipes

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
  • Minimum Data Rate:
  • 10 conversions / day
  • Typical Test Size:
  • 1-10 recipes

30. Parametric Multivariate Testing

  • A.K.A. Design of Experiments & Taguchi Method
  • Tests several variables at the same time
  • Ignores variable interactions
  • Minimum Data Rate:
  • 50 conversions / day
  • Typical Test Size:
  • 10-100 recipes

31. Non-parametric Tuning

  • Proprietary math for Internet marketing
  • Designed for large-scale tests
  • Takes variable interactions into account
  • Minimum Data Rate:
  • 100 conversions / day
  • Typical Test Size:
  • 1,000,000+ recipes

32. Avoiding The Pitfalls 33. #1 - Unclear Call-to-action

  • What am I supposed to do on this page?
  • Common issues:
  • 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?
  • Common issues:
  • Takes a long time to find information
  • May not make the right choice
  • Overwhelms visitor

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
  • that your ad makes?
  • Common issues:
  • 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?
  • Common issues:
  • 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?
  • Common issues:
  • 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 ?
  • Common Issues:
  • Unnecessary fields
  • Info not needed until later
  • Requires supporting info that is not available

50. Before 51. After

  • 51% higher conversion
  • $48,000,000/yr more revenue

52. #7 - Ineffective Risk Reducers & Trust Indicators

  • Why should I trust you?Do I feel safe?
  • Common issues:
  • 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
  • Case studies
  • Picking a testing method
  • Pitfalls to avoid
  • Q&A

58. Q&A & Additional Resources

  • How to Attract Super Affiliates Whitepaperhttp:// SiteTuners.com/downloads.html
  • Landing Page Optimization Book http://LandingPageOptimizationBook.com