Using Analytics to Optimize Landing Pages
- 1. Using Analytics to Optimize Landing PagesSearch Exchange, Charlotte, NCMay 19, 2010
- 2. What You Will LearnHow to gather information that will make your website betterHow to tie online metrics with business goalsMethods of testing different page variationsLanding page best practicesFree resources for continuing education
- 4. What Analytics DoesDrives decisions that improve site user experience and increase marketing ROI Provides insight into why customers interact with your websiteAllows you to track trends and performance over timeAnalytics is the practice of using web analytics software
- 6. Start with Website GoalsAnalytics does not know how to run your businessStart with identifying the business goals of your websiteConfigure analytics to measure your performance against those goalsThere is no such thing as the right number of unique visitors
- 8. Conversion TrackingEcommerceLead GenerationBrand AwarenessMember Acquisition
- 9. Convert Visitors to CustomersYour visitors1Product Information2Shopping Cart3Checkout4Thank You PageYour Customers
- 10. Analytics & Search MarketingIdentify the keywords with the highest ROITrack organic traffic vs. paid trafficIdentify new keyword opportunitiesEliminate unprofitable keywordsDevelop new content for your website
- 11. Beware of the HiPPO
- 12. Landing PagesSearch Exchange 2010
- 13. Landing Page GoalsProvide a consistent experienceHelp a user complete a taskPost-search experience – content should be tailored to the queryClear call to actionClean, simple designMaximize the value of the inbound searcher
- 14. Example: “hotel credit card”
- 17. Discover Card
- 18. Key TakeawaysLess is more with landing pagesGoal of page: Don’t make me thinkMake your offer clear and easy to understandProvide multiple options to contact youMatch the content to the queryRemember this is not your home pageNever stop testing new landing pages
- 19. Multivariate TestingSearch Exchange 2010
- 20. Multivariate TestingAllows you to test multiple landing page configurations simultaneouslyFree tools like Google Website OptimizerPaid tools like Test and Target from OmnitureEnables you to make data-driven decisionsCan help you convert more visitors into customersStops arguments with the HiPPO before they happen
- 21. Website OptimizationVisitors spend an average of 8 seconds* before deciding whether or not to remain on a websiteGoal is to drive the visitor beyond the landing pageWebsite Optimizer helps you convert these visitors into buyers by increasing conversions*Source: Marketing Sherpa, Landing Page Handbook
- 22. A/B and Multivariate Options
- 23. How Does GWO Work?Winning ComboOriginal1/3 visitors14% Make PurchaseCustomers Visit your WebsiteCombo11/3 visitors20% Make PurchaseCombo 2Customers Convert1/3 visitors2% Make PurchaseTest Different Variations of your PageTest variations of the same page
- 24. ReportingCombination 10 is performing the bestBars represent relative improvementAbility to disable bad performing combinations
- 25. Free ResourcesSearch Exchange 2010
- 26. AvinashKaushikGoogle’s Analytics EvangelistBook: Web Analytics: An Hour a DayNew Book: Web Analytics 2.0: The Art of Online Accountability and Science of Customer CentricityBlog: Occam’s Razor www.kaushik.net/avinashTwitter: @avinashkaushik
- 27. Google AnalyticsGoogle Analytics Help Forum: http://groups.google.com/group/analytics-helpGoogle Analytics IQ Program: http://www.google.com/support/conversionuniversityGoogle Analytics Authorized Consultants: http://www.google.com/intl/en/analytics/authorized_consultants.htmlGoogle Analytics Blog: http://analytics.blogspot.com
- 28. SiteScan by EpikOneFree diagnostic tool that verifies if your Google Analytics Tracking Code is installed properly on your websitehttp://www.sitescanga.com/Inside the numbers: 45% of the pages they have scanned have errorsGoogle Analytics only works if you have code on every page of your website
- 29. Quick RecapDefine your website goals and identify key metrics specific to your siteAudit your landing pagesCreate and test new landing pages using multivariate testingRefer to analytics resources regularly
- 30. The EndSearch Exchange 2010
- 31. Thank You!Benjamin RudolphPresident & CEORelevance Advisors404.635.6775benjamin.rudolph@relevanceadvisors.com@benjaminrudolph
- 32. Site Performance ProcessSearch Exchange 2010
- 33. Stakeholder InterviewsDetermine business needs and goalsAlign metrics with the business objectivesReporting without a purpose is meaningless90% about the business; 10% about the metricsCan you answer the question: Why do you want those metrics?Goal is not to know what’s happening but to change what’s happening
- 34. Review Analytics Tool ImplementationExamine the site for a complete and error-free analytics code implementationIdentify any on or off-page barriers to data collectionThings that can interfere with tracking:Slow server loadPage elements hangingAd servingJavaScript conflicts
- 35. Seed and Execute TestsTests may coverOverall messaging to audienceStock ImagesColor schemes, font formatting, visual “touches”Page design vs. page goalsMessaging/design consistencyInformation architecture – how people find stuffFunnel pathing: the balance between guided and open-ended funneling
- 36. Analyze the ResultsReview LearningsUnderstand ImplicationsRefineMove ForwardNever Stop Testing – this is a website not a monument