competitive intelligence - landing page teardowns and site optimization
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For Sem. PRESENTATION: Competitive Intelligence - Landing Page Teardowns and Site Optimization - Given by Christi Olson, @ChristieJOlson, Director of SEM - Point It Digital Marketing. #SMX #13BTRANSCRIPT
@ChristiJOlson #SMX #13B
Christi Olson
Director of SEM
@ChristiJOlson #SMX #13B
Move one step beyond the SERP…TEST TO IMPROVE CONVERSION RATE
Track competitive shifts in Ad Copy and Landing Pages
@ChristiJOlson #SMX #13B
Testing is the new norm
@ChristiJOlson #SMX #13B
Time for a story…
@ChristiJOlson #SMX #13B
Things can get complicated quickly
@ChristiJOlson #SMX #13B
Focus on the CONSUMER
and build a landing page or user experience to target their needs
Understand your competitive set (and their strategy)
@ChristiJOlson #SMX #13B
4 Tips for landing page Teardowns and competitive intelligence
1. Select a few relevant competitors
2. Understand YOUR & their value proposition
3. Decide What elements and at stage of the funnel TO TEST
4. Develop user focused Scenarios
Go forth and document / test!
@ChristiJOlson #SMX #13B
Small gains in cvr COMPOUND AND ADD UP OVER TEST CYCLES
+55% (140bps) increase in CVR
+22%
+5%
# of Tests or Test Cycles
Co
nve
rsio
n R
ate
(CV
R)
@ChristiJOlson #SMX #13B
What this looks like in #’s
Clicks CTR CPC Ad Spend CVR TXNS Revenue Rev/TXN ROAS
1,000 2.5% $0.50 500$ 2.50% 25 500$ 20.00$ 100%
1,000 2.5% $0.50 500$ 2.63% 26 520$ 20.00$ 104%
1,000 2.5% $0.50 500$ 2.76% 28 560$ 20.00$ 112%
1,000 2.5% $0.50 500$ 2.89% 29 580$ 20.00$ 116%
1,000 2.5% $0.50 500$ 3.04% 30 600$ 20.00$ 120%
1,000 2.5% $0.50 500$ 3.19% 32 640$ 20.00$ 128%
1,000 2.5% $0.50 500$ 3.35% 34 680$ 20.00$ 136%
1,000 2.5% $0.50 500$ 3.52% 35 700$ 20.00$ 140%
1,000 2.5% $0.50 500$ 3.69% 37 740$ 20.00$ 148%
1,000 2.5% $0.50 500$ 3.88% 39 780$ 20.00$ 156%
Clicks CTR CPC Ad Spend CVR TXNS Revenue Rev/TXN ROAS
1,000 2.5% $0.50 500$ 2.50% 25 500$ 20.00$ 100%
1,000 2.5% $0.50 500$ 2.56% 26 520$ 20.00$ 104%
1,000 2.5% $0.50 500$ 2.63% 26 520$ 20.00$ 104%
1,000 2.5% $0.50 500$ 2.69% 27 540$ 20.00$ 108%
1,000 2.5% $0.50 500$ 2.76% 28 560$ 20.00$ 112%
1,000 2.5% $0.50 500$ 2.83% 28 560$ 20.00$ 112%
1,000 2.5% $0.50 500$ 2.90% 29 580$ 20.00$ 116%
1,000 2.5% $0.50 500$ 2.97% 30 600$ 20.00$ 120%
1,000 2.5% $0.50 500$ 3.05% 30 600$ 20.00$ 120%
1,000 2.5% $0.50 500$ 3.12% 31 620$ 20.00$ 124%
2.5
% G
row
th5
% G
row
th
Iter
ativ
e Te
stin
g G
row
th
@ChristiJOlson #SMX #13B
If you don’t know where you are going any road will get you there
@ChristiJOlson #SMX #13B
Templates for Landing Page Tear Down
Competitor:
Observation:
Status:
(Date Observed)
(Active/inactive)
(Winner/Loser)
THEME
Screen shots
Control:
Test:
Screen shots
@ChristiJOlson #SMX #13B
Templates for Landing Page Tear Down
observation:
hypothesis:
THEMETest:
Screen shots
Hand drawn picture
Wire FRAME
@ChristiJOlson #SMX #13B
Theme: Streamlined quote process
Competitor:
Observation:
Status:
PODs
PODs are testing a streamlined single page “Get A Quote” form.
Observed on 9/25, Active
Variant:
Control:
CHECK AVAILABILITY
@ChristiJOlson #SMX #13B
Theme: Streamlined quote process
Observation:
Hypothesis:
As a consumer I want to be able to get an accurate quote quickly. I do not want to go through multiple screens of data entry to get a quote.
Current Process:
By moving from a multiple step quote process to a single step process we should decrease funnel drop off by x%. This would net Y incremental leads per month.
Test Example:
@ChristiJOlson #SMX #13B
4 Tips for landing page Teardowns and competitive intelligence
1. Select a few relevant competitors
2. Understand YOUR & their value proposition
3. Decide What elements and at stage of the funnel TO TEST
4. Develop user focused Scenarios
Go forth and document / test!
@ChristiJOlson #SMX #13B
tIP 1: Size your “Universe”
Start with researching a few core competitors
and expand as bandwidth allows
@ChristiJOlson #SMX #13B
Use Auction insights
Compare who you think your competitors are to
who you are competing with in the auction
Account Level = All
Selected = Campaigns highlighted
@ChristiJOlson #SMX #13B
Tip 2: Know your Value Proposition
A B C D
Value Prop Trusted40K Users Daily
Global1B Global Users
Easiest/Fastest Most Secure
Trial Period 14 Day 14 Day 5 docs free 30 Day
Price $10/month $14.95/month $14/month $15/month
Landing Page Sign-Up Form Sign-Up Form Sign-Up Form Home Page
La
nd
ing
Pag
e
@ChristiJOlson #SMX #13B
Test variations of design
@ChristiJOlson #SMX #13B
tip 3: Decide where to Optimize
Location within the Purchase funnel or elements on page?
awareness
consideration
evaluation
Purchase
Repeat!
Homepage
Category Page
Search Results Page
Product Page
Check out
@ChristiJOlson #SMX #13B
Conversion Rate optimization (CRO)
Caveat: This varies by industry
+5% cv
r
Home Page
Cat page
Search Results
Product page
Check out
For one client, we saw a 5% lift in cvr BY DIRECTING TRAFFIC TO A SEARCH RESULTS PAGE WITH THE SEARCHED PRODUCT CALLED OUT AT THE TOP OF THE serp
@ChristiJOlson #SMX #13B
Which on-page elements to focus on
Header & navigation
ROTATING CAROSOL
Content
OFFERS & TARGETED ADS
Footer & navigation
Product placement
@ChristiJOlson #SMX #13B
Start simple - Work your way to complex tests
Sole society
ZAPPOS
Observation:
Hypothesis:
As a price sensitive consumer I want to be able to see the discount clearly called out on the website.
By calling out the before and after sale price with the discount percentage we should see a x% increase in conversion.
@ChristiJOlson #SMX #13B
Don’t get lost in the level of sophistication of tests
Basic Sophisticated
@ChristiJOlson #SMX #13B
Multi-channel & device optimization
One or Many Marketing Channels
On
e o
r M
any
Dev
ices
Start by monitoring one channel and one device
@ChristiJOlson #SMX #13B
Don’t become a INSIGHTS island
Encourage others to tear down competitive sites
@ChristiJOlson #SMX #13B
Teardown competition
• Engage members outside of your org• Engineering
• Product
• Marketing
• Finance
• Bring 3-4 examples of competitor lps
• Develop themes
• Have A team competition
@ChristiJOlson #SMX #13B
Observe
Test
Learn
Make ‘Test & learn’ part of your dna