Landing Page Optimisation

L P O O P T I M I S A T I O N

An introduction to Landing Page Optimisation

by Chris, Juan & Paul

I N T R O D U C T I O N

“So what’s this LPO stuff all about...”

So you’re thinking...

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I N T R O D U C T I O N

The answer is...The Landing Page Optimisation team (LPO)

have created this presentation to outline:

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What we do. Why we do it. How we do it.

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I N T R O D U C T I O N

We hope it will inform those that would like

to understand our role in this company and

and assist those that create performance

oriented content.

A fun and helpful tool.LPO shouldn’t be mysterious or scary.

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I N T R O D U C T I O N

These guidelines will be a continuously

evolving entity. We aim to eventually have

an interactive and responsive version.

(With Steven's help)

Always learning & adapting.Version 2.0 of the LPO Guidelines

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I N T R O D U C T I O N

We are a Data and Design driven team,

that aims to constantly improve the results

of our landing pages.

Us in a nutshell.The LPO Team.

The business side.A

The What & the Why.

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S E C T I O N A / I N T R O D U C T I O N

OPTIMISE EXTERNAL TRAFFIC

SEM

DISPLAY, SOCIAL MEDIA

AFFILIATE

CRM/NEWSLETTER

MarketingChannels

Fresh victims.Getting visitors on the site

Marketing channels optimize the traffic

itself. Different channel means different

traffic means different landing page.

LPO optimizes external traffic's buying

behaviour coming from various

marketing channels.

1 L P O I N T H E I C O N I C

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Search Engine Marketing.Brief overview

All displayed content whenever you "google" something.Yellow marked links is paid traffic and the most clicked ones. Because of the high number of visitors, a small improvement in landing page has a great impact on the site's performance.

CLICKS: 1,050 K

REVENUE: $ 1,110 K

COSTS: $ 570 K

(November 2012)

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SEM

Current LPO involvement in SEM traffic.

22%

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Display Marketing.Brief overview

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Banner advertisement on other websites. These banners include picture material, which is the visitor's first teasing contact.These visitors would rather make an impulse buy and therefore need to be welcomed in a different way.

CLICKS: 160 K

REVENUE: $ 240 K

COSTS: $ 160 K

(November 2012)

Display

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Current LPO involvement in Display traffic.

8%

Love at first sight.Encouraging them to buy

External traffic's first step on our website

needs to convince immediately.

Based on learnings & logical assumptions

landing pages are created and tested.

The greater the elements of a page, the

greater the performance. (see later)

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OPTIMISE LANDING PAGE

KickassLanding

Page

LPO Team

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One simple mission: Get them to click & convert.

We’ve got them!Keeping users, with great UX

The visitor arrived & clicked.

The Onsite Team is now taking over in

convincing them to convert.

They came, they saw, they converted.

We’ll explain this later

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MAXIMISE RPVCR & AOV

Onsite Team

www.theiconic.com.au

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More money.Getting visitors to convert.

The Iconic's main goal is to increase

revenue.

That's why it's always good to increase

not only the number of orders, but also

their basket sizes.MAXIMISEREVENUE

The Iconic

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A to Z.What we analyse.

The LPO Team analyses various

performance indicators:

CR - conversion rate

AOV - average order value

RPV - revenue per visitor

BR - bounce rate

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A 1 L P O I N T H E I C O N I C

OrdersVisitors

CR=

AOV=

RPV=

RevenueOrders

RevenueVisitors

The big picture.LPO in the context of the company.

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MAXIMISEREVENUE

The Iconic

MAXIMISE RPVCR & AOV

Onsite Team

www.theiconic.com.au

OPTIMISE LANDING PAGE

KickassLanding

Page

LPO Team

OPTIMISE EXTERNAL TRAFFIC

SEM

DISPLAY, SOCIAL MEDIA

AFFILIATE

CRM/NEWSLETTER

MarketingChannels

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The whole process.An overview of the AB testing user journey.

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External Traffic

Low conversions

High conversions

No conversions

SPLITTER LPO TEAM

COOKIE LANDING PAGE CONVERSIONSHOPPING

Original

Challenger1

Challenger2

Give it to me straight!What is it?

It is a single web page

that appears in response

to clicking on a search

result or an online

advertisement

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Show what they expect.Clicking and arrival

Should usually display a

logical extension of the

advertisement, search

result or link

We have shoes!

SHOES!

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One for all & all for revenue.What’s the goal of the LPO team?

LPO's task is to welcome visitors in the best way to encourage as many to purchase as much as possible.

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Clear. Relevant. Appealing.Effects of the ideal landing page

The visitor knows instantly that he arrived on a site which offers the required product

The visitor knows instantly where to click & find the product

The visitor got motivated to start browsing/purchasing

The visitor will convert more than initially intended

SHOES! “Just what I was looking for!”

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How do I build this thing?Elements of the ideal landing page

Use relevantcontent

Imagery

GoodUsability

(Layout/ typography)

GoodLooks

(Aesthetics)

Sendsa clear

message“I think I’ll buy something!”

They’ll buy/spend more than originally intended.

(hopefully)

THE ELEMENTS

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Use relevant content.Being aware of the SEM keywords...

Display not only main-category but also

all relevant sub-categories

Sorted from highest revenue to lowest

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Happy snap.Emotion. Emotion. Emotion.

PHOTOS OF PEOPLE

Women are more appealing for unisex pages

Models body language towards navigation/CTA

Preferably close-ups and positive facial expressions

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Happy snap.Using appealing and high quality imagery.

PHOTOS OF PRODUCTS

Blurry background & focus on product

Imagery needs to convey positive emotions!!

Happy colours and high contrast

High resolution

Close-ups are more expressive

Proper imagery is a key-driver for performance-increase

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Design matters.Using good usability to strengthen the LP.

Don’t interrupt the visitor’s reading flow

The visitor needs to know within 2-3 seconds, how the

landingpage is structured

CTA always needs to be easy to spot

See as much content as possible (consider the fold)

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Design matters.Using good usability to strengthen the LP.

CURRENT BEST PRACTICE EXPERIENCE

Left-Hand Navigation

Centre teaser

Right-Hand Brandwall / Category Teaser

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SHOES! clothes!

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Don’t confuse the customer.Increasing the chances of a click

Headline on most valuable “real estate” the top-left corner

Crisp & clear CTA

Shop now, See all, Sign Up

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SHOES!shop now

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When the magic happens.Encouraging the purchase

The landing page contains all necessary elements

The customer clicks & leaves the landing page

...starts browsing (onsite experience)

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Onsite Team

www.theiconic.com.au

LPO Team

SHOES!

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Content.Scenario Dresses

SEM KEYWORDS: “SHOP DRESSES ONLINE”

Display not only “Dresses” but also:

Party Dresses

Cocktail Dresses

Evening Dresses

Bridesmaid Dresses etc

CTAs

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Appealing imagery.Scenario Dresses

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Appealing imagery.Scenario Men’s Clothes

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Appealing imagery.Scenario Men’s Shoes

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Good usability.Scenario Dresses

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NAVIGATION

BRANDS / SUB-CATEGORIES /PRODUCT TEASERTEASER

dresses

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Categories

Categories

Categories

Categories

Categories

LPO / optimisation value.The value of LPO testings in terms of money

Optimisation value: monthly additional revenue of $ 70,000 (November 2012)

AVERAGE REVENUE PER VISITOR(external traffic involved in tests)

NowBefore LPO(August 2012)

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$0.67 $1.13

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Learnings so far.A summary of our findings.

IMAGERY

Positive imagery (happy emotions)

Body language pointing to content / CTA

Emotion. Emotion. Emotion.

Close-ups / facial expressions

Preferrably outdoor shoots

Plain backgrounds (prevent distractions)

Women model for unisex pages

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Learnings so far.A summary of our findings.

COMPREHENSIBILITY

easy-to-spot CTAs (high contrast, exclusive colouring)

high contrast legibility

happy & flashy colours

readable fonts

preferrably dark text on light background

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Learnings so far.A summary of our findings.

CONTENT

List categories by revenue (highest to lowest)

Category "preview" should display category best-sellers

(Merchandise export)

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StrategyLooking forwards.

NOW

Use learnings and adapt major changes on marketing

channel's big campaigns.

SOON

Tweak landingpages on smaller campaigns. This will give

the visitor more specific experiences.

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LPOWEBDESIGN

WEBDESIGN

DATA DRIVENDESIGN

LPO

LPO

TO BE CONTINUED...