Category: Advanced LPO Techniques

Why price elasticity testing is a MUST over the holidays . . .

During the holiday season when retailers are at peak-spends to drive traffic to their websites, squeezing every nickel of profit out of each sale is crucial.

Back in the early days of web marketing (2002 to be exact) we managed website conversion testing for a site called Wholesaler’s Handbook.

The product was aimed at EBAY sellers to provide access to wholesale product sources, and was priced at $49.95.

Around this time we’d begun experimenting with “Price Elasticity Testing”, which was originated by an economist in 1890.

By applying this methodology, we nearly doubled the site’s profit margin in about 2 weeks . . . Continue reading “Why price elasticity testing is a MUST over the holidays . . .”

Facebook Landing Page Optimization: How to use social media data for tests

Facebook wants you on its network, and it has some great bait. No, it’s not giving you free credit and beer; it’s giving out free data. Facebook Insights is a surprisingly rich analytics platform that you can use for landing page optimization.

facebook optimization marketer bait

Insights will teach you about your Facebook fans (for free) and show you what they’re up to. Of course, it’s always good to know your audience before you reel them in.

Know who you’re dealing with

If you have a Facebook page, Insights’s data will shed light on two big aspects of your audience:

#1. Preferred topics – you can see the reach, sharing activity, and clicks captured by your posts on Facebook. This reveals which types of content resonate with your fans.

Look at the data and ask yourself, what does the audience prefer? Continue reading “Facebook Landing Page Optimization: How to use social media data for tests”

Grow Revenue Forever: Get a Solid Landing Page Optimization Process

Big results are great. You can point to them and say, “That’s what we do, son. We earn money.” But do you know what’s better than a great test? A solid landing page optimization process.

sexy science optimization process
Optimization Testing: The sexy science

An optimization process is not as sexy as an A/B test, but it always increases results over time. A test only increases results once. How’s that for sexy?

The marketing team at Firstmark Credit Union knows this well. The bank has 11 branches around San Antonio, and its

marketing team went on a full-bore testing rampage last year. The team earned:

  • 250% increase in average email conversion rates in 11 months
  • 6.9% conversion rate on a recent direct mail campaign that leveraged insights from online tests

“There has been a continuous increase in response rate and converted sales throughout everything we’re doing,” said Fred Hagerman, CMO at Firstmark. “It’s a result of the process.”

We sat down with Hagerman and Mitchell Shaw, Senior Marketing Analyst at Firstmark, to understand how they set up an optimization process that never stops earning results. Continue reading “Grow Revenue Forever: Get a Solid Landing Page Optimization Process”

5 Hacks to Optimize Mobile Landing Pages for Conversion

The mobile web is about to kick down your door. Some say mobile users will outnumber PC users on the web in three years. You should be thrilled. Why? Because when you optimize mobile landing pages, you become a better marketer.

You are about to go from a karate student to a Samurai Warrior of Optimization. Mobile landing pages will demand it. You will follow the same principles of optimization, but you will need a mastery of the art, and this blog post will help you.

5 Landing Page Optimization Strategies for Mobile

First, you must understand why people visit your site from smartphone or tablet. One thing you can be sure of: they have a goal. They are not pointlessly browsing. They do that on PCs at work.

Behaviors vary on the mobile web, even within industries and across devices. So track mobile visitors. See where they go. Review the keywords they use.

Ask yourself:

  • Are they looking for coupons?
  • Downloading PDFs?
  • Checking product information?
  • Filling out a lead form?
  • Buying a product?
  • What do they want?

This will point to pages to optimize for mobile visitors. Other ideas to try: Continue reading “5 Hacks to Optimize Mobile Landing Pages for Conversion”

Landing Page Optimization for Confirmation Pages: 6 tactics to get more conversions

Shutterfly order confirmation page optimization
Confirmation Page Optimization: Shutterfly

Congratulations! Your landing page earned a conversion. Don’t get too comfortable, though. You need to push marketing ROI even higher, and you can do that with landing page optimization for your confirmation pages.

Too many websites have useless confirmation pages. Visitors fill out forms, buy a product, or download content, and all the page says is, “thanks!” What it should say is, “if you liked that, you’re going to love this!”

Companies spend millions of dollars to drive traffic to websites. A small, highly engaged fraction of that traffic converts and is still on the site. You have their attention. Engage them!

Re-engagement should begin immediately after purchase on an ecommerce site. Lead nurturing should continue immediately after downloads on a B2B site. Your goal should be to build relationships with these people. Don’t dump them like a one-night stand!

Rules of engagement for confirmation pages

Below is a list of test ideas for your conformation pages. But before we get to that, let’s set some ground rules for your offers:

Continue reading “Landing Page Optimization for Confirmation Pages: 6 tactics to get more conversions”