landing page toolkit

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

What's Inside?• Why you need a landing page toolkit• How to use this toolkit• Laying the groundwork for beginners• How to improve your landing pages• How to execute sound testing• How to manage your program for scale & agility• And more!

Plus — download our toolkit companion (filled with tools, templates & resources)!

http://www.ioninteractive.com



toolkitnoun

a set of tools, especially kept in a bag or box and used for a particular purpose.




why do you need a landing page toolkit?




Having a standard set of tools helps you effectively design, test, optimize & manage your landing pages.

It helps to promote a clear and consistent vision and definition for your landing page program.




how should you use this toolkit?




Download our collection of tools, templates & resources.

Bookmark our interactive apps.

Use regularly!



http://paths.ioninteractive.com/slideshare/toolkitcompanion





laying the groundwork for beginners




1. How to use the right type of experience

Good for: understanding the most common types of landing experiences, and considerations for the best user experience




Remember...landing pages come in all shapes & sizes!




Giving the right contextual experience will lift conversions.

To consider:

Context of the userMotivations and needsThe message they are responding toCurrent "state" (work, mobile, home, researching, urgent)




Catch-all term for any page to which you drive traffic

Typically a single page with an offer

For lead-gen, usually includes a form

Visitor intent should be known, so they will be highly motivated to convert

Example traffic:

Low funnel paid search campaignsEmail campaignsOffer-driven social campaigns




Visitor self-selects from 2-5 options

Typically choices are based on role, need, industry, product, etc.

Relevant information is given based on selection

Useful in helping to understand visitor intent & expectations

Example traffic:

High funnel paid search campaignsDirect mailPrint advertisingContent-driven social campaignsDisplay advertising




Topic-specific site, typically 3-10 pages of content

Can be informational or conversion-focused

Good for considered conversions, where robust information is needed to influence decision-making

Example traffic:

Print advertisingBroadcast advertisingEmail campaignsContent-driven social campaignsHigh & low funnel paid search campaigns Display advertising




Visitor makes a series of selections to 'configure' a specific solution

Useful for providing a customized solution or content

Similar to a conversion path, but gives the impressions of an app, rather than landing page

Example traffic:

Low funnel paid search campaignsEmail campaignsOffer-driven social campaigns




Take the Post-click Assessment



http://ioninteractive.com/assessment

http://ioninteractive.com/assessment


Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs

Assessments, surveys and quizzes can be used as enticement to convert

Provide valuable knowledge in exchange for participation

Example traffic:

High & low funnel paid search campaignsEmail campaignsOffer or content-driven social campaignsDirect mailPrintBroadcast



Resource: Landing Experience ChartCharacteristics Considerations When to Use Example Traffic

Landing Page

Microsite

A catch-all term for any page to which you drive traffic. Most commonly it is asingle page with an offer. For lead generation campaigns, usually includes a form. For ecommerce campaigns, usually includes an “add to cart” or “shop now” call to action.

Because they are single pages, reporting is limited to pass/fail—the visitor lands & leaves, or lands & converts. Little can be learned about visitor segmentation or behavior.

Use a landing page when you are very certain that you know visitor intent and visitor segmentation, and that your visitor will be highly motivated and ready to convert.

Low funnel paid search campaigns

Email campaigns

Offer-driven social campaigns

A topic-specific site, typically with 3-10 pages of content. Can be informational in nature, or conversion focused.

Microsites can be more immersive than conversion paths and require more time and thought from their users. If you’re certain of intent and segmentation, then micro-sites are a great way to offer specific content.

Use a microsite for a considered conversion where additional information may be helpful to influence the visitor. Also good where audience segmentation is not known, as some data on visitor intent may be inferred based on user bahavior. A conversion-focused microsite should include a call to action on each page and/or a form on each page.

Print advertising

Broadcast advertising

Email campaigns

Content-driven social campaigns

High and low-funnel paid search campaigns

Display advertising

Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs.

Visitors answer questions (either in graphical or form presentation) in order to receive customized responses, such as tallying a score and providing customized comments based on a knowledge-assessment.

Use assessments and marketing quizzes as enticement to convert. For example, “Find out if you are a newbie or a rockstar! Take the quiz today”. Use when visitors are likely to appreciate the feedback mechanism of scoring, grading, rating or instant feedback on their knowledge.

High & Low funnel paid searchcampaigns

Email campaigns

Offer or content-driven social campaigns

Direct mail

Print

Broadcast

Type

ConversionPath

In a conversion path, the initial page a visitor lands on shows 2-5 choices to select from (typically choices based on role, need, industry, product category, etc). Once a visitor makes a selection, they route to a segment-relevant content or offer page. For more complex solutions, may include several steps of segmentation choices to help users drill down to a high degree of specificity.

Well suited to sorting visitorsinto segments based on the selections they make on theinitial page(s). Highly valuable in assessing the relative value of sources of traffic because segmentation data is gathered on 50-80% of all respondents (behavioral data is gathered even on those visitors who do not convert). Useful in helping to understand visitor intent & expectations.

Use a conversion path when the visitor segment, intent or need is vague, or not fully determined.

High funnel paid search campaigns

Direct mail

Print advertising

Content-driven social campaigns

Email campaigns to third party lists

Display advertising

Wizards

Assessments& MarketingQuizzes

Similar to a conversion path, but gives the impression of an app rather than a landing page.

Visitors make a series of selections to ‘configure’ a specific solution, or drill down to a very specific solution or product or piece of content.

Use a wizard-like experience when visitors are likely to appreciate the utility of building their own solution or answering specific questions to receive a highly tailored solution or piece of content.

Low funnel paid search campaigns

Email campaigns

Offer-driven social campaigns

Download Toolkit CompanionLanding Experience Chart










2. How to determine your landing page benchmarks

Good for: Landing page newbies who aren't yet tracking the basic metrics




Metrics to monitor (at a minimum)

Unique VisitorsGoal Completion Rate (conversion rate)Bounce RateTraffic SourceCost Per Acquisition




Templates: Benchmarking Grids

UniqueVisitors Bounce Rate Conversion Rate Cost Per

Acquisition

Paid Search 10,000/mo

10,000/mo

85%

30%

6% $10.00

40%Paid Email

Channel

Track these five metrics across all of your marketing channels




Template: Benchmarking Grid


Acquisition


10,000/mo

85%

30%

6% $10.00

40%Paid Email

Channel


Acquisition

Google 7,000/mo

3,000 /mo

95%

85%

4%

10%Yahoo

Vehicle

Then, break down your benchmarks by vehicle



Tool: Benchmarking GridsUniqueVisitors Bounce Rate Conversion Rate Cost Per

Acquisition


10,000/mo

85%

30%

6% $10.00

40%Paid Email

Channel


Acquisition

Google 7,000/mo

3,000 /mo

95%

85%

4%

10%Yahoo

Vehicle

Finally, benchmark your traffic sources


Acquisition“Free trial”ad group 3,000 /mo

2,000 /mo

2,000 /mo

85%

96%

83%

15%

4%

4%

“Demo now”ad group

“Whitepaperoffer” ad group

Traffic Source



Acquisition“Free trial”ad group

“Demo now”ad group

“Whitepaperoffer” ad group

Traffic Source


Acquisition

Google

Yahoo

Vehicle


Acquisition

Paid Search

Paid Email

Channel

Template: Benchmarking Grid

Download the Toolkit Companion Benchmarking Grid Template






3. How to find conversion opportunities

Good for: Marketers who don't know where to start with landing page testing




Evaluate your benchmarks to determine where you are underperforming & where you can maximize results.

Consider the following questions:

1. Where are you getting the most traffic?2. Where is your lowest conversion rate?3. What is your highest cost per conversion or cost per lead?4. What is your highest cost per click?5. What is strategically, or even tactically, important to you?




LowestConversionsHighest Traffic Highest Cost

Per ConversionsHighest Cost

Per ClickStrategically Important toOrganization

1

2

3

List the top three vehicles or sources of traffic for the questions

Paid Email

Display Yahoo Yahoo GoogleDisplay

Google

Yahoo Google Google Yahoo

Paid EmailGoogle Paid Email Display

Template: Opportunity Grid




LowestConversionsHighest Traffic Highest Cost

Per ConversionsHighest Cost

Per ClickStrategically Important toOrganization

1

2

3

Evaluate your grid to determine where you can make the biggest impact to maximize results

Paid Email

Display Yahoo Yahoo GoogleDisplay

Google

Yahoo Google Google Yahoo

Paid EmailGoogle Paid Email Display

Template: Opportunity Grid




how to improve your landing page design




4. How to assess the quality of your landing page design

Good for: Evaluating what improvements can be made to a page to decrease bounce rate and increase conversions



Tool: Score Your Landing Pages

http://ioninteractive.com/Score




Is there message match between the ad & page?

• Repeats call-to-action• Money Back Guarantee/

Satisfaction Guarantee• Doesn't provide

language or content specifically targeted to women

+1




Is there motivation match?

• Landing page pays off the promise of the ad — 'Try Free!'

• Call-to-action is consistent throughout landing experience

+2




Is there visual match?

+2

(use if traffic source is visually-oriented sources, such as email or display)




Are directional cues being used?

+2

• Calls-to-actions buttons include directional cues

• Colorful circles draw eye to the CTA

• Good contrast• Banners encapsulate

CTAs, creating interest

+2




Is the page focused and simple?

+2

• Good use of white space & visual "blocking" to visually separate content

• 4-page microsite• Long page format = 3-4

scrolls• Microsite + long page

format may be overwhelming

+1




Is important content above the fold?

+2

• Call-to-action• Video• Value proposition —

based on powerful science (3 patents, 24 years of research)

• Navigation to view additional content

+1+2




Is the call-to-action positive?

+2

• Call-to-action 'Click Here' isn't value-driven

• Test 'Try Free' to reiterate the promise of the conversion

+10




Is the copy scannable?

+2

• Good use of white space & visual "blocking" to visually separate content

• Copy is scannable• Copy & design work well

together to create a scannable experience

+1+2




Is the experience optimized for all devices?

+2

• Not responsive• Not optimized for mobile

+1

0




Is the page trustworthy?

+2

• 100% Satisfaction Guaranteed

• Social proof• Testimonials/results• Press logos

• Transparency in "small print"

• Trust assurances

+1+2




Is the value clear?

+2+1+2

• Great merchandising of both product & free trial

• Value of the offer is reiterated in the landing page, "romance" page and within shopping cart — "here's what you get…"




Is the barrier to conversion low?

+2+1+2

• Multi-step 'Free Trial' sign up

• Only necessary required fields

• Clear explantation around required fields

• Shows product & associated costs in shopping cart




Does the page make the user feel good?

+2+1+2

• Celebrity endorsement

• Youthful, positive customer imagery

• Beautiful product & food photography

• Great brand impression




5. How to increase message match

Good for: Increasing the relevancy of your landing pages, and meeting visitor expectations. Critical when bounce rates are high or conversion rates are low.




Message match is the degree of match between the ad promise and the landing page payoff.

Strong message match...

Helps lower bounce rate & increase conversionsUses similar text, words, and calls-to-actionRepeats your offer in the page headline, imagery or body textImproves relevancy which can boost quality scoreIs important for a great user experience!




• Repeats call-to-action• Includes $1 incentive• Reinforces offer visually,

with dollar bill image• Includes "America's #1

Online Provider" in headline

A great example of message match…




Template: Message Match EvaluationLocation/Vehicle

LandingPage

Fulfills AdPromise

Landing PageUses SameTerminology

as Ad

MatchBetween

Ad & Pageis Literal and

Obvious

Visual Match Between Ad

& Page is Readily

Apparent

Paid search, data recoveryad group

Paid search, data recoveryad group

4 3 2 n/a 9

Ad

“Best data recovery solution. Limited timefree trial offer. Click here to try now.”

3 2 1 1 7“Secure data recovery solution. 30-Day trial Start for free.”

TotalScore

Assess how well you are doing overall with message match, then create a plan to increase the message match where there is the biggest mismatch or opportunity for improvement

Download the Toolkit Companion Message Evaluation Chart






how to execute sound testing




6. How to choose between A/B & MVT testing

Good for: Selecting the right test method for your marketing




Resource: A/B & MVT Testing Scenario Grid

Then use

Testing two very different types of experiences against each other (landing page versus conversion path)

Testing different page layouts

Testing different content variations within a single page

A/B

A/B

MVT

Lower traffic (use online test duration calculator to help determine)

A/B

Scenario

Testing significantly different design elements A/B

Testing different registration flows (i.e. 1-step versus 3-step)

A/B

Need to know the conversion influence of each individual test element MVT

Higher traffic (use online test duration calculator to help determine) MVT

Use this simple chart to help you decide when to use A/B and when to use MVT

Download the Toolkit Companion A/B & MVT Testing Scenario Grid






7. How to document your landing page test

Good for: Each and every landing page test you run. Test documentation is just as important as the test itself.




Build a testing story, build over time, learn from each chapter.

Documenting your tests...

Ensures your testing approach is soundRecords test hypotheses & resultsDrives learning & next stepsKeeps everything in one place




Template: Test Plan

A

B

Download the Toolkit Companion Test Plan Template






8. How to select the right statistical confidence for your tests

Good for: Test beginners who are confused about statistical confidence




Resource: Statistical Confidence Chart

if... Then use...

80%

80% or 85%

95% or 99%

95% or 99%

90% or 95%

95% or 99%

80% or 85%

Your conversion is an ecommerce transaction

You want to cycle through the test as quickly as possible and declare a winner

You are using A/B testing, and A is very different from B (likely that the conversion results for each will be very different from each other)

You want to be highly confident in the accuracy of your test results, regardless of how long it takes to achieve statistical confidence

Your test versions are very similar to each other, and are likely to have similar conversion rates

You are only able to send a small amount of traffic to the test

You will be able to send a high volume of traffic to the test

Use this chart to determine what confidence level is right for you

Download the Toolkit Companion Statistical Confidence Chart






how to manage your program for agility & scale




9. How to evaluate your post-click marketing

Good for: Identifying your organizational landing page strengths, weaknesses and areas of improvement



Tool: Post-click Assessment

http://ioninteractive.com/Assessment




10. How to determine how many landing pages you really need

Good for: Determining if you have too few, too many, or just the right amount of landing pages to maximize conversion, resources and effort




Your landing page ratio give you a quick snapshot of how deeply you are engaging your audiences.

Start with these two questions:

How many different online ads do you have across search, social, display and email?

How many different landing pages do you have?




Tool: Landing Page Ratio

# ads-------------------

# of landing pages = Landing Page Ratio

100-------------------

10= 10:1 LPR




Tool: Landing Page Ratio

Vehicle Approx Number of Unique Ads

Approx Number ofUnique Landing Pages

Landing PageRatio

Paid Search Yahoo

Google

House

Google adnetwork

24

30

30

12 12

2 12:1

10:1

10:1

1:1

3

3

Email Nurture

Channel

Generally, a 10-to-1 ratio represents "closely matched" ads and landing pages. Strive to increase message match by driving down you ratio as low as possible.

Download the Toolkit Companion Landing Page Ratio Template






Download our collection of tools, templates & resources.

Bookmark our interactive apps.

Use regularly!








Thank you!@[email protected]



http://www.twitter.com/ioninteractive

http://www.twitter.com/ioninteractive

mailto:[email protected]

mailto:[email protected]

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data recoveryad

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