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#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15
Creative Optimization of Landing Pages- Maximum Response
Dave Braun
SVP, Performance Creative
#MRKGsummit15 @MerkleRKG
Agenda
» Merkle Performance Creative introduction (5 min)
‣ Capabilities
‣ Creative philosophy
» Creative optimization process for landing pages (20 min)
‣ 3-step process
» Q&A (5 min)
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#MRKGsummit15 @MerkleRKG3© 2015 Merkle Inc. All Rights Reserved. Confidential
Direct mailEmailLanding pagesWebsite / micrositesDisplay adsPoint-of-sale / In-branchPrintDRTVDigital videoEmployee trainingTelemarketing script developmentOut-of-homeCard designSocial – Paid & Community Development
Channels Campaign Support
Visual design & style guidesMessaging hierarchy platformsProduction studio (online/offline)• HTML• Responsive design• Mobile app development• Video production
Usability / QC testing
Performance Creative capabilities
220 FTE’s acrossAccount managementCreative developmentStudio/Production/QC
Scale
#MRKGsummit15 @MerkleRKG
Merkle Performance Creative
A proprietary and institutionalized creative philosophy that has been proven to consistently improve the performance of direct response communications across all direct and digital channels.
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#MRKGsummit15 @MerkleRKG
Our creative philosophy is rooted in the core belief that message clarity is what drives consumer behavior – not being catchy, cute, or clever
‣ Specifically, clarity about “why and how” to respond
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Message clarity drives response
Why: The Single Selfish Benefit from the customer/prospect perspective. “What’s in it for me?”
How: “What action do I need to take?”
#MRKGsummit15 @MerkleRKG© 2015 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL 6
The science of driving message clarity
300+Rules
There are time-tested and market proven creative strategies and techniques to drive message clarity in direct response creative. We call them “the rules of message clarity”
#MRKGsummit15 @MerkleRKG7
The science of driving message clarity
#MRKGsummit15 @MerkleRKG8
Calibrating response and brand equity
Calibrating techniques to achieve these potentially mutually exclusive objectives is the key creative consideration
#MRKGsummit15 @MerkleRKG
Not Merkle Work Merkle
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NetSpend A/B Test Example
#MRKGsummit15 @MerkleRKG
Not Merkle Work Merkle
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NetSpend A/B Test Example
12% Lift in Click-to-Conversion
#MRKGsummit15 @MerkleRKG
Visa A/B Test Example
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#MRKGsummit15 @MerkleRKG
Visa A/B Test Example
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248% Lift in Click-to-Conversion
#MRKGsummit15 @MerkleRKG
Form Design Test
Control – Two Column Form Test – Single Column Form
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#MRKGsummit15 @MerkleRKG
Form Design Test
Control – Two Column Form Test – Single Column Form
46.2% Lift in Click-to-Conversion
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#MRKGsummit15 @MerkleRKG
Merkle Performance Creative introduction
» Merkle Performance Creative introduction (5 min)
‣ Capabilities
‣ Creative philosophy
» Creative optimization process for landing pages (20 min)
‣ 3-step process
» Q&A (5 min)
15
#MRKGsummit15 @MerkleRKG
Importance of Landing Pages
The landing page is the last and most important point of conversion, and it must clearly and concisely…
• Communicate single selfish benefit
• Build trust through consistent messaging
• Set expectations about the steps required to convert
• Persuade the prospect to purchase
… all in under a second!
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#MRKGsummit15 @MerkleRKG
Step 1: Format Testing
• Test control landing pages against challenger formats
– Short format (classic, single-screen format)
– Long format (information-rich for those looking for more detail)
• Test across all inbound channels to determine best performing format by channel
Step 2: Message Testing
• Once the control for each channel has been identified, conduct message tests to determine the product benefits and content hierarchy
Step 3: In-Market MVT• Once we have an initial read on messaging approach, MVT
key components of each page to drive incremental improvement- CTA (button/color, placement, copy, etc.)
- Imagery (product shot, customer image)
- Trust icons (which ones, placement, how many, measure lift)
- Customer testimonials (which ones, placement, how many, measure lift)
- Form elements, labeling and placement (funnel optimization)
Landing page test conducted
by Merkle drove a 3.25x lift
in conversion rate over the control
Landing Page Optimization Process
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#MRKGsummit15 @MerkleRKG
Landing Page OptimizationStep 1: Format Testing Results
» Prior format tests have proven our hypothesis that the best performing landing page format can vary by channel and region
‣ Display: Short form drove a 30% lift in CR over homepage for all regions
‣ SEM:
• Short form had the highest conversion rates in some states (23% lift avg.)
• Long form had the highest conversion rates in other states (8% lift avg.)
• Brand and category keyword groups drove consistent results independently of state
• Brand: Short form drove a 25% lift over homepage
• Category: Long form drove a 25% lift over homepage
Homepage Short Format Long Format
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#MRKGsummit15 @MerkleRKG19
Landing Page OptimizationStep 2: Message Testing Results
“Rocket Science”Control MessageFocus on ease of going solar Focus on ease of getting a quote
“Solar Fit”Focus on value of quote – learning
Channel Winner Lift Format
GDN Display “In the Dark” 9.5% Long
Generic Search “Solar Fit” 25.5% Long
Brand Search “Rocket Science” 36.7% Long
Local Search “Rocket Science” 5.6% Short
#MRKGsummit15 @MerkleRKG
• A Merkle designed MVT for Fisher Investments drove incremental improvements in conversion rate without sacrificing lead quality on a landing page that had already been highly optimized and MVT’ed
Landing Page OptimizationStep 3: Multivariate Testing Results
Image TestCover Test
Primary CTA Test
Body Content Test
Button Test
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Fisher Stock Market Outlook
Control Landing Page
#MRKGsummit15 @MerkleRKG
Landing Page OptimizationStep 3: Multivariate Testing Results
21% Lift in click to conversionNo diminishment in lead to sale CR
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#MRKGsummit15 @MerkleRKG
Capabilities Summary
» Creative development
‣ Message clarity principles applied to best practices for landing page conversion optimization
‣ Form design and optimization expertise
» Strategy and Test Design
‣ Codified 3 step optimization process
» Flexible integration model
‣ Test design and component delivery for external integration with 3rd
party testing platforms (i.e. Test and Target)
‣ Full service execution with Optimizely
» Analytics support
‣ Results analysis and reporting
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#MRKGsummit15 @MerkleRKG
Merkle Performance Creative introduction
» Merkle Performance Creative introduction (5 min)
‣ Capabilities
‣ Creative philosophy
» Creative optimization process for landing pages (20 min)
‣ 3-step process
» Q&A (5 min)
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#MRKGsummit15 @MerkleRKG
Thank You!
MerkleRKG.com | Merkleinc.com
Dave BraunSVP, Performance Creative
(312) 845-2800
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