Posts Tagged ‘landing page optimization’

Ecommerce: 3 landing page elements to help increase product emphasis

July 14th, 2014 No comments

The elements on a product page are often one of the most underutilized tools a marketer has at their disposal. I say this, because let’s be honest, I’d wager few folks think of design elements on a product page in a “tool mindset.”

But in some respects, that’s exactly what they are, and ultimately, that’s how you will determine the kind of customer experience you build in ecommerce.

In this MarketingExperiments Blog post, I wanted to share three elements you can tweak to help emphasize important products and maybe even increase your revenue along the way.


Element #1. Size 



Here’s an excellent example of how resizing a product image can help you place emphasis on it.

In the control, there were three products on the right sidebar and they were all equally weighted – that is a problem.

Nothing really stood out, which made drawing a clear conclusion for customers a little difficult.

In the treatment, instead of having three separate products on the page, the marketers hypothesized that a single product with a dropdown selection for a computer operating system would increase conversion.

Their hypothesis was right – the results from the tests included a 24% increase in revenue.


Element #2. Color 



Here is another example of using elements in an email that you should pay close attention to because products are not trapped on pages in storefronts.

That perception is far from reality.

According to the MarketingSherpa Ecommerce Benchmark Study (download a complimentary copy at that link), email is one of the biggest drivers of ecommerce traffic.

In the treatment, the number of products were reduced, and bright red copy was used as supporting emphasis. I’m not fluent in Italian, but in any language, that is a good thing.

As you can see, color emphasis and copy now drive this email. From the changes in the treatment, I can intuitively understand the desired outcome:

  • I can order something at a great price
  • I get something free (gratis) as a thank-you gift
  • It only takes three easy steps to order

The treatment delivered a 24% increase in revenue with the right changes needed to have a powerful impact.

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Landing Page Optimization: What a 29% drop in conversion can teach you about friction

July 7th, 2014 No comments

I’m sure most of you have heard the old proverb: The road to ruin is paved with the best of intentions.

In fact, if you have a different version of it, feel free to share it in the comments below.

The proverb is a great example of the subtle dangers in optimizing a process with no perspective on how the big picture is potentially impacted by those changes.

In this MarketingExperiments Blog post, I wanted to take a close look at a checkout process experiment and what we can all learn from this company when it comes to identifying the subtle dangers in optimization that often accompany intention.


Friction is a psychological reservation toward your desired outcome



Before we get started, I want to first explain what friction is. MarketingExperiments defines friction as “a psychological resistance to a given element in a sales process.”

So when you optimize to reduce friction, you’re really optimizing to reduce the reasons a person has for not taking your desired action.

Also, friction exists everywhere, but the slide above does a really nice job of providing a simple illustration of reducing fiction in a form.


You may make a process shorter … 



Friction is not always so easy to identify and eliminate. Take a look at these two versions of a checkout process for example.

Version A is a three-step cart checkout process that is a little lengthy.

The MECLABS research team hypothesized that by shortening the steps into a one-page accordion checkout process (Version B), they could reduce length-oriented friction.


… but it’s no guarantee that it’s easier for a customer


The accordion-style checkout in Version B decreased conversion 29%. Ouch!

But there’s an even more important question here: Why did an increasingly popular checkout process get trounced by the process that looks more burdensome?

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Online Testing: 3 resources to inspire your ecommerce optimization

July 3rd, 2014 No comments

Optimizing to improve a customer experience can be a little overwhelming when you consider all the nuts and bolts that make up an entire ecommerce property in its entirety.

In this MarketingExperiments Blog post, we’ll take a look at three ecommerce resources from our testing library that will hopefully spark a few ideas that you can to add to your testing queue.


Read: A/B Testing: Product page testing increases conversion 78%



How it can help

This experiment with a MECLABS Research Partner is a great example illustrating how testing elements on your product pages that are probable cause for customer concern is the best way to alleviate anxiety.


Watch: Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion


In this Web clinic replay, Austin McCraw, Senior Director of Content Production, MECLABS, shared how radical thinking about a multi-product offer led one company to a 70% increase in conversion.


How it can help

 One big takeaway from this clinic you need to understand is that strategic elimination of competing offers on pages with multiple products can help drive customers’ focus to the right product choices for their needs.


Learn: Category Pages that Work: Recent research reveals design changes that led to a 61.2% increase in product purchases


These slides are from a Web clinic on category pages in which Flint McGlaughlin, Managing Director, MECLABS, revealed the results of category page design changes that increased clicks and conversions across multiple industries.

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Online Optimization: Testing value prop to grow your tribe

June 23rd, 2014 1 comment

I have a deep respect for the marketers at nonprofits.

How they deliver appeal and exclusivity to donors, in some circumstances, can potentially make or break solvency.

Consequentially, I would argue testing and optimizing value proposition for nonprofits is vital.

In this MarketingExperiments Blog post, we’ll take a look at an experiment from a Web Optimization Summit 2014 presentation from featured speaker Tim Kachuriak, Chief Innovation and Optimization Officer, Next After, on “selling the intangible.”

Before we begin, here are some background notes on the test.

Background: The Heritage Foundation, a think tank located in Washington, D.C.

Objective: To increase the donation conversion rate.

Primary Research Question: How does value proposition affect conversion rate?

Test Design: Radical redesign A/B split test


Side by side



Here are the control and treatment versions of the donation pages side by side.

According to Tim, the primary focus for his team was gaining a deeper understanding of how value proposition impacts donor behavior.





In the treatment, Tim and the team identified elements on the landing page that would likely have the greatest impact on value proposition:

  • Headline – Deliver value right up front
  • Bullets – Quickly highlight reasons to donate
  • Testimonials – Share third-party sources who are fans
  • Call-to-action – Make intentions for donors clear and easy





The treatment outperformed the control by 189%.

Fellow optimization fanatics should also take note here that the winner was also a long-copy page with the CTA below the fold.

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Web Optimization: 5 steps to create a small testing program

June 16th, 2014 No comments

At Web Optimization Summit 2014, Ryan Hutchings, Director of Marketing, VacationRoost, shared the nuts and bolts behind putting together a foundational testing process.

In today’s MarketingExperiments Blog post, I wanted to walk through Ryan’s five steps you can use to create a small testing program in your organization.


Step #1. Decide what to test 



When deciding what to test, the trick, according to Ryan, is prioritization.

There are lots of things to test in a conversion funnel, but limits of time and resources are important to factor in when putting together a test plan.

One of the tools Ryan uses to help his team prioritize smaller testing efforts is a spreadsheet of test ideas from across the organization.

The items highlighted in the screenshot above are columns that list test ideas and their prospective confidence levels that the team thinks will produce a lift.

“This helps us prioritize,” Ryan explained. “It gives us a starting point.”


Step #2. Identify a target conversion goal 



Ryan explained that the next step is to identify target conversion goals. To help do that, the VacationRoost team sets ideal ranges for their KPIs.

During his session, he used bounce rates as one example of where KPIs can help you set some target conversion goals and identify some testing opportunities.

“Bounce rate is a good example and a good starting point for a lot of people when talking about individual landing page optimization,” Ryan said.

One additional small mention to add is the disclaimer that the illustration is only an example.  When it comes to bounce rates, 37% (represented in the image above) is just to visualize the importance of setting standards, and is not inherently an industry goal.


Step #3. Create a hypothesis



Ryan explained that his team uses the MECLABS, parent company of MarketingExperiments, Conversion Heuristic to help them turn test ideas into testable hypotheses. Using a repeatable methodology helps the team vet testing ideas and keeps testing focused.

“Everything is based on the heuristic, and that’s all we use, Ryan said.


Step #4. Build wireframes, develop the treatments and launch the test



If you’re going use a methodology to help identify testing opportunities, you should also consider how that methodology can help you build a treatment to test against your control.

Ryan explained how the Conversion Heuristic is also used in developing treatment designs to help keep  testing centered on the specific variables they want to explore.

One example he shared in his session was a PPC landing page in which VacationRoost wanted to test the impact of quality seals on delivering the value proposition.

“As you can see, these are two totally different pages as you’re looking at it,” Ryan explained, “and when we look at it, we say, ‘OK, what do we want to impact?’”

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Online Testing: 3 steps for finding a testable hypothesis

June 9th, 2014 No comments

Oftentimes in our Research Partnerships, each party is excited and anxious to jump in and begin testing. Right from the start, most Partners have a good idea of where their site or pages are lacking and bring lots of great ideas to the table.

While having a suboptimal webpage can often be thought of as “losing money as we speak,” it is important to take the time to complete what we call the “discovery phase.”

This discovery phase can be summed up in three simple analyses that you can perform to develop a great test hypothesis to help you learn more about your customers.


Step #1. Evaluate your data and identify conversion gaps in the funnel

This will help you identify the page or area of your site to focus on first.

Evaluating your data can help you understand how users are behaving on your site. You can start by looking at basic metrics like new versus returning visitors, traffic sources, bounce rates and exit rates to help you identify where your conversion process has the greatest leaks.

The other side of the coin is that identifying those gaps also gives you insights into where your biggest testing and optimization opportunities exist to help you plug those leaks.

For instance, a high bounce rate may indicate users are not finding what they are expecting on a given page. Regardless of which metrics you are evaluating, think of your data as a window into the mind of your customer.


Step #2. Assess your competitors to gain valuable insights on what to test

There’s no need to reinvent the wheel.

Looking at competitors’ sites can give you an idea of what visitors are accustomed to seeing on similar webpages to the one you are testing.

Here are a few examples of elements to look for and test:

  • Should the button be on the left or right side of the page?
  • Where is the best place on the page for product images?
  • Are any companies utilizing dropdowns or sliders for price ranges?

You are trying to figure out what works best for your pages and users. After all, imitation is the sincerest form of flattery, right?

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