landing optimization tips

36
Director, Strategic Services Nathan Richter LANDING Optimization Tips Tuesday, December 13, 11

Upload: monetate

Post on 20-Jun-2015

460 views

Category:

Technology


0 download

DESCRIPTION

Presented by Monetate Strategic Services Director Nathan Richter at Search Engine Summit San Francisco, 2011

TRANSCRIPT

Page 1: Landing Optimization Tips

Director, Strategic ServicesNathan Richter

LANDING Optimization Tips

Tuesday, December 13, 11

Page 2: Landing Optimization Tips

0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

20%14%

27%

12%6% 4% 4% 2% 1%

16%20%

31%

16%

7% 6% 2% 1% 0%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000

Source: 2011 Conversion Report from eConsultancy

Response 2010: 222

Response 2009: 271

Who’s Testing Now?

61% do less than 5 tests per month

Tuesday, December 13, 11

Page 3: Landing Optimization Tips

Mindset of a

Hunter!

Tuesday, December 13, 11

Page 4: Landing Optimization Tips

Mindset of a

Farmer!

Tuesday, December 13, 11

Page 5: Landing Optimization Tips

Opportunity lurks in every segment, of every metric. Start with high volume or high value segments.

InboundSearch keyword/term, search engine, social referrer

Visitor!ProfileVisitor brand affinity, prior purchase history, preferences, etc.

TimeWhen do they visit, when do they research

BehaviorVisitor recency, frequency, site interaction

GeographyGeolocation of visitor, location of nearest store, nearest distribution center

Customer!GroupsAffinity, preferences, multi-channel, member

The Prep

Tuesday, December 13, 11

Page 6: Landing Optimization Tips

Personalize the site experience

Site ContentCustomer Profile

Keyword

Tuesday, December 13, 11

Page 7: Landing Optimization Tips

Tuesday, December 13, 11

Page 8: Landing Optimization Tips

Gear - Official Site

100’s of waterproof jackets in stockFREE shipping on all orders over $60

Tuesday, December 13, 11

Page 9: Landing Optimization Tips

Tuesday, December 13, 11

Page 10: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Tuesday, December 13, 11

Page 11: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Tuesday, December 13, 11

Page 12: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Tuesday, December 13, 11

Page 13: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Tuesday, December 13, 11

Page 14: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Waterproof Jackets

Tuesday, December 13, 11

Page 15: Landing Optimization Tips

Average conversion improvement range 5%-20%

( as high as 100% )

Message Consistency

Tuesday, December 13, 11

Page 16: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Waterproof Jackets

Tuesday, December 13, 11

Page 17: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Waterproof Jackets

Tuesday, December 13, 11

Page 18: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Waterproof Jackets

TOP RATED TOP RATED

TOP RATED TOP RATED

Tuesday, December 13, 11

Page 19: Landing Optimization Tips

Conversion impact as high as 55%

Badging

Tuesday, December 13, 11

Page 20: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

TOP RATED TOP RATED

Waterproof Jackets

Tuesday, December 13, 11

Page 21: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

TOP RATED TOP RATED

Waterproof Jackets

Tuesday, December 13, 11

Page 22: Landing Optimization Tips

Average conversion improvement range 5%-15%

Tax Free

Tuesday, December 13, 11

Page 23: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

TOP RATED TOP RATED

Waterproof Jackets

Tuesday, December 13, 11

Page 24: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

TOP RATED TOP RATED

Waterproof Jackets

Tuesday, December 13, 11

Page 25: Landing Optimization Tips

Conversion improvement as high as 100%International

Tuesday, December 13, 11

Page 26: Landing Optimization Tips

Tuesday, December 13, 11

Page 27: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

TOP RATED TOP RATED

Waterproof Jackets

Tuesday, December 13, 11

Page 28: Landing Optimization Tips

a Landing Session

Make it

Tuesday, December 13, 11

Page 29: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Waterproof Jackets

Tuesday, December 13, 11

Page 30: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Tuesday, December 13, 11

Page 31: Landing Optimization Tips

100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60

Tuesday, December 13, 11

Page 32: Landing Optimization Tips

CONSISTENCY! MESSAGE, IMAGE, MERCHANDISE... ‣ Average conversion improvement = 5% to 20%

PRODUCT BADGING‣ Up to 55% conversion impact

TAX FREE‣ Average conversion improvement = 5% to 15%

INTERNATIONAL MESSAGING‣ Up to 100% conversion improvement

CONTINUALLY OPTIMIZING THROUGH TESTING?‣ Priceless!

Tactics to Improve Conversion

Tuesday, December 13, 11

Page 33: Landing Optimization Tips

0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

20%14%

27%

12%6% 4% 4% 2% 1%

16%20%

31%

16%

7% 6% 2% 1% 0%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000

Source: 2011 Conversion Report from eConsultancy

Response 2010: 222

Response 2009: 271

Who’s Testing Now?

61% do less than 5 tests per month

Tuesday, December 13, 11

Page 34: Landing Optimization Tips

0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

20%14%

27%

12%6% 4% 4% 2% 1%

16%20%

31%

16%

7% 6% 2% 1% 0%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000

Source: 2011 Conversion Report from eConsultancy

Response 2010: 222

Response 2009: 271

Avg. Monetate customer runs 40-60 campaigns

per month

Who’s Testing Now?

61% do less than 5 tests per month

Tuesday, December 13, 11

Page 35: Landing Optimization Tips

Download Monetate’s 10 Best Practices at:

http://info.monetate.com/BestPractices.html

Contact:

[email protected]

Questions

Tuesday, December 13, 11

Page 36: Landing Optimization Tips

Thank YouDownload Monetate’s 10 Best Practices at:

http://info.monetate.com/BestPractices.html

Contact:

[email protected]

Don’t Forget

Tuesday, December 13, 11