Comments on: Landing Page Optimization: OnlineShoes.com http://www.marketingexperiments.com/blog/clinic-notes/landing-page-optimization-onlineshoescom.html Marketing insights, answers, and research from the analysts at MarketingExperiments.com Tue, 07 Sep 2010 13:54:49 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Hunter Boyle http://www.marketingexperiments.com/blog/clinic-notes/landing-page-optimization-onlineshoescom.html/comment-page-1#comment-475 Hunter Boyle Fri, 20 Feb 2009 18:31:57 +0000 http://www.marketingexperiments.com/blog/2009/02/landing-page-optimization-onlineshoescom/#comment-475 @ Carrie, Thanks for your reply. We've been having issues with blog comments being eaten (thanks MovableType), so I'm "guest posting" Boris Grinkot's response to your note ... Carrie, Thank you very much for your kind words. I am glad that you found our recommendations applicable, and I hope to hear back about your test results! It appears that you have already run some of the tests we proposed (emphasis on “unconditional returns” and quantifying the product selection statement in PPC ad copy), and thank you for sharing the outcomes with us. PPC ad copy is a great place to test your value proposition statements, and then apply test results to your landing page. Your test result appears to suggest that “unconditional returns” is not as important as other aspects of your value proposition. Now that you know this, you should test weighting your emphasis on “unconditional returns” and other value proposition statements accordingly on the landing page. If “unconditional returns” is indeed less important, it should consume a smaller share of the valuable real estate on your page. Again, thank you for submitting your site and your detailed response! @ Carrie,

Thanks for your reply. We’ve been having issues with blog comments being eaten (thanks MovableType), so I’m “guest posting” Boris Grinkot’s response to your note …

Carrie,

Thank you very much for your kind words. I am glad that you found our recommendations applicable, and I hope to hear back about your test results!

It appears that you have already run some of the tests we proposed (emphasis on “unconditional returns” and quantifying the product selection statement in PPC ad copy), and thank you for sharing the outcomes with us. PPC ad copy is a great place to test your value proposition statements, and then apply test results to your landing page.

Your test result appears to suggest that “unconditional returns” is not as important as other aspects of your value proposition. Now that you know this, you should test weighting your emphasis on “unconditional returns” and other value proposition statements accordingly on the landing page. If “unconditional returns” is indeed less important, it should consume a smaller share of the valuable real estate on your page.

Again, thank you for submitting your site and your detailed response!

]]> By: Carrie Eller http://www.marketingexperiments.com/blog/clinic-notes/landing-page-optimization-onlineshoescom.html/comment-page-1#comment-474 Carrie Eller Wed, 18 Feb 2009 19:47:42 +0000 http://www.marketingexperiments.com/blog/2009/02/landing-page-optimization-onlineshoescom/#comment-474 Greetings, Thank you for taking the time to review Onlineshoes.com PPC ads & KEEN landing page. I manage the SEM efforts at Onlineshoes.com and I appreciate your analysis, but have some items to point out. For the 15% off on click-thru that was messaged on the landing page, Keen is an excluded brand from offers & we are working on functionality to remove site-wide offer messages from excluded brand landing pages. In this instance where the brand KEEN is excluded from the offer, we would not message 15% off in ads for this brand to avoid driving irrelevant traffic, site abandonment or disappointing consumers by not fulfilling expectations. On another item, we have tested with our partner, the Rimm-Kaufman Group, the Unconditional Returns in our ad copy against other value propositions & find this to be a less effective selling proposition. Consumers respond more to seeing the large selection and free shipping messaged in the limited character space of the ad. We do also include some ad variations with the exact # of styles available on the site for a particular brand. You point out some other excellent recommendations for the landing page. I will definitely share these with my colleagues here at Onlineshoes.com. Best, Carrie Eller SEM Manager <a href="http://www.Onlineshoes.com" rel="nofollow">http://www.Onlineshoes.com</a> Greetings,

Thank you for taking the time to review Onlineshoes.com PPC ads & KEEN landing page. I manage the SEM efforts at Onlineshoes.com and I appreciate your analysis, but have some items to point out.

For the 15% off on click-thru that was messaged on the landing page, Keen is an excluded brand from offers & we are working on functionality to remove site-wide offer messages from excluded brand landing pages. In this instance where the brand KEEN is excluded from the offer, we would not message 15% off in ads for this brand to avoid driving irrelevant traffic, site abandonment or disappointing consumers by not fulfilling expectations.

On another item, we have tested with our partner, the Rimm-Kaufman Group, the Unconditional Returns in our ad copy against other value propositions & find this to be a less effective selling proposition. Consumers respond more to seeing the large selection and free shipping messaged in the limited character space of the ad. We do also include some ad variations with the exact # of styles available on the site for a particular brand.

You point out some other excellent recommendations for the landing page. I will definitely share these with my colleagues here at Onlineshoes.com.

Best,

Carrie Eller

SEM Manager

http://www.Onlineshoes.com

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