I Y L di g P g C ti g Vi it ? Is Your Landing Page Converting Visitors?
REVENUE LIFECYCLE SKILLS COURSE
CAMPAIGN MANAGEMENT ESSENTIALS vv Eloqua Best Practices: The Revenue Lifecycle Copyright2010. EloquaLimited. AllRightsReserved. PERMISSIONTOCOPY,MODIFY,AND/ORDISTRIBUTETHISDOCUMENTATIONWITHOUTTHEPRIORWRITTEN , , / CONSENTOFELOQUALIMITEDISSTRICTLYPROHIBITED. NOPARTOFTHIS DOCUMENTATION MAY BE REPRODUCED,STOREDINARETRIEVALSYSTEM,ORTRANSMITTEDINANYFORMORBYANYMEANS, ELECTRONIC,MECHANICAL,PHOTOCOPYING,RECORDING,OROTHERWISE,WITHOUTTHEPRIORWRITTEN PERMISSIONOF ELOQUALIMITED. vv Eloqua Best Practices: The Revenue Lifecycle 2 2 Agenda Step 1: Understand Motivation Step 2: Optimize Relevance Step 2: Optimize Relevance Step 3: Optimize Layout Step 4: Ensure Compliance Step 5: Test p Landing Page Design Optimization Checklist vv Eloqua Best Practices: The Revenue Lifecycle 3 Offer A Clear Path Consider where your visitors are coming from visitors are coming from and where they are going. vv Eloqua Best Practices: The Revenue Lifecycle Step 1: Understand Motivation a) Value Proposition: Is it meaningful? meaningful? b) Familiarity: Is it seamless? b) Familiarity: Is it seamless? c) Trust: Are the claims valid? c) Trust: Are the claims valid? d) Effort: Is it easy to engage? d) Effort: Is it easy to engage? vv Eloqua Best Practices: The Revenue Lifecycle 5 Value Proposition Clear and Meaningful vv Eloqua Best Practices: The Revenue Lifecycle 6 Familiarity: Seamless experience vv Eloqua Best Practices: The Revenue Lifecycle 7 Trust: Third Party Validation vv Eloqua Best Practices: The Revenue Lifecycle 8 Trust: Certified vv Eloqua Best Practices: The Revenue Lifecycle 9 Effort: Incentive v. Friction vv Eloqua Best Practices: The Revenue Lifecycle 10 Effort: Incentive v. Friction vv Eloqua Best Practices: The Revenue Lifecycle 11 Effort: Progressive Profiling vv Eloqua Best Practices: The Revenue Lifecycle 12 Effort: Share vv Eloqua Best Practices: The Revenue Lifecycle 13 Step 2: Optimize Relevance a) Personalization: Is it appropriate? appropriate? b) Imagery: Does it engage or b) Imagery: Does it engage or repel? c) Tone: Does it reduce anxiety? vv Eloqua Best Practices: The Revenue Lifecycle 14 Personalization vv Eloqua Best Practices: The Revenue Lifecycle Imagery Support Value Proposition vv Eloqua Best Practices: The Revenue Lifecycle Imagery Support the Value Proposition vv Eloqua Best Practices: The Revenue Lifecycle 17 Imagery - Engage GOAL: Capture additional leads for golf memberships. SOLUTION: (1) Pictures are taken on the course. ( ) (2) An email is sent with a PURL address where the foursome can access their picture. (3) Refer-A-Friend (3) Refer A Friend RESULTS: Open rate - 77.21% CTR - 80.99% 10.54% Conversion Rate vv Eloqua Best Practices: The Revenue Lifecycle Language and Tone - Interactive getsocial.oracle.com vv Eloqua Best Practices: The Revenue Lifecycle Optimizing Relevance: Scanningpaper.com Goal: Increase Conversion By Optimizing Relevance Results: vv Eloqua Best Practices: The Revenue Lifecycle Results: 1,991 Unique Visitors (9.5% CTR) 205 Inquiries (10.3% Conversion) Personalization, Imagery, Language The images and the text are dynamically populated based on Lead Industry. The welcoming message includes Lead - First Name, Job Function, Company, and Industry. Content targeted based on Lead Industry. Customer examples the case studies and the Customer examples, the case studies, and the solutions in action content is also dynamically served based on the Lead Interest. Content is based on Lead Solution I t t Progressive Profiling: only asks questions for which we have no data. Interest. vv Eloqua Best Practices: The Revenue Lifecycle Content is based on Interest - Document Type. Step 3: Optimize Layout a) Eye Path: Where does the eye go? go? b) Call To Action: Is it clear and b) Call-To-Action: Is it clear and accessible? c) Navigation: Does it confuse? vv Eloqua Best Practices: The Revenue Lifecycle 22 Eye Path: Where does the eye go? vv Eloqua Best Practices: The Revenue Lifecycle 23 Call-To-Action: Offer Choices vv Eloqua Best Practices: The Revenue Lifecycle Call-To-Action - Buttons Matter Remove all buttons and links from near the submit button. Test color, shape, language, and location. vv Eloqua Best Practices: The Revenue Lifecycle Call-To-Action - Buttons Matter vv Eloqua Best Practices: The Revenue Lifecycle Navigation: Leverage the Footer vv Eloqua Best Practices: The Revenue Lifecycle 27 Step 4: Ensure Compliance Is the design brand compliant? Privacy Policy: Is it clear and posted? p vv Eloqua Best Practices: The Revenue Lifecycle 28 Pulling It All Together Cl d Appropriate Navigation Brand Compliant Clear and meaningful value prop Trust: Testimonial Incentive v. Friction Relevant Imagery Strong B tton L d Strong Button Language and TOne vv Eloqua Best Practices: The Revenue Lifecycle 29 Privacy Policy Layout Wireframe: Lead Generation Primary Objective: Capture Email vv Eloqua Best Practices: The Revenue Lifecycle Layout Wireframe: Nurturing Campaign Primary Objective: Complete Profile d M and Measure Engagement vv Eloqua Best Practices: The Revenue Lifecycle Layout Wireframe: Event Registration Primary Objective: Ensure Registration and Encourage Attendance Encourage Attendance vv Eloqua Best Practices: The Revenue Lifecycle Test Browser Compatibility B S t Browser Shots.com vv Eloqua Best Practices: The Revenue Lifecycle 33 Step 5: Test There are no absolutes. Testing yields best Testing yields best optimization results. vv Eloqua Best Practices: The Revenue Lifecycle 34 What Drives Conversion? vv Eloqua Best Practices: The Revenue Lifecycle Testing Answers Questions Is the messaging easy to understand? Is the call to action more compelling? Is the call to action more compelling? What are barriers for prospects to convert to a lead? Are we asking for too much information? Do prospects understand the offer and find it valuable? Which topics resonates the best with this segment? Which layout drives the highest conversion? Which layout drives the highest conversion? Which images create higher levels of engagement? vv Eloqua Best Practices: The Revenue Lifecycle Which One Performed Best? After: 74.6% Before: 50.2% vv Eloqua Best Practices: The Revenue Lifecycle Which One Performed Best? Happy doctor with machine 45% Image the machine produces 18% vv Eloqua Best Practices: The Revenue Lifecycle 38 Getting Started 1. Decide WHAT to test. 2 Set up a control group and a test group 2. Set up a control group and a test group. 3. Test each element separately. When you vary only one feature you can observe to what When you vary only one feature, you can observe to what degree (if at all) people respond differently to that variation. 4. Determine which variable showed the best results. Most email responses will come within 24 - 48 business p hours. Once you determine which variable had the best results, use that variable for the remaining 90% of your distribution list vv Eloqua Best Practices: The Revenue Lifecycle distribution list. Fivesecondtest.com vv Eloqua Best Practices: The Revenue Lifecycle 40 Landing Page Design Checklist Motivation Relevance Layout Compliance Value Proposition Personalization Eye Path Brand Value Proposition Is it meaningful to your recipient? Familiarity Is this a location where your Personalization Does it match the relationship? Imagery Does it support the Eye Path Where does the eye go? And for how long? Call-To-Action Is it clear and accessible? Brand Is it compliant with corporate standards? Legal Is it compliant with privacy Is this a location where your visitor expected to land based on where they came from? Trust Does the visitor believe your Does it support the connection to the value proposition? Language & Tone Does it reduce anxiety and Is it clear and accessible? Navigation Does it build the relationship or cause confusion? Is it compliant with privacy policies? Does the visitor believe your claims? Effort Is it easy to take the desired action? Does it reduce anxiety and engage? action? Test & Optimize vv Eloqua Best Practices: The Revenue Lifecycle Laura Cross B t P ti Best Practices 949-235-5011 laura cross@eloqua com vv Eloqua Best Practices: The Revenue Lifecycle laura.cross@eloqua.com Twitter: @lauracross