Below is live coverage of the Landing Page Optimization panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.
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Shanon Woodruff:
11:32:10 am
Landing Page Optimization : SES San Fran 2011 Live Coverage Moderator: Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP Speakers: Jessica Bowman, CEO, SEOinhouse.com Allison Fabella, SEO & Social Media Manager, The Atlanta Journal-Constitution Simon Heseltine, Director of SEO, AOL Inc.
Shanon Woodruff:
11:35:06 am
Correction: Moderator: Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com Speaker: Nathan Richter, Strategic Services Director, Monetate Joe Weller, Marketing Director, RealNetworks
Shanon Woodruff:
11:39:47 am
Bryan Eisenberg to start: How to get through the frustration of testing and developing your landing page. Joe Weller us up next: Overview A out RealNetwords Steps we’ve taken Examples Summary Two Confessions of a former AdWords junkie: – The biggest opportunity in paid search is optimizing is what happens after the click – Landing page optimization can bring continual improvements to conversion. Now he is discussing what RealNetworks is and it’s history.
Shanon Woodruff:
11:43:10 am
About RealNetworks: -Shared technical Team -Competition for resources -Previously had a “gut” fell nature of marketing -Now, more data drive and this approach to testing is part of that Now he has a chart showing how landing page optimization has helped increase their conversion rate – 490% in CR since Q3 2009
Shanon Woodruff:
11:55:19 am
He is now going over examples that are badly optimized landing pages – lots of movement; not enough picture; lack of credibility. But every page is different, so testing is going to be the best option. This is a very visual presentation, with very little information that can be described with out seeing the 20-30 images that are being used. However, the main focus of this presentation is TESTING.
Shanon Woodruff:
11:59:19 am
Up next will be: Nathan Richter, Strategic Services Director, Monetate
Shanon Woodruff:
12:01:31 pm
Summary of Joe Weller’s presentation: Focus on the post-click LPO brings continual improvements to CR Look at segments, not just aggregate Get an outside perspective
Shanon Woodruff:
12:03:50 pm
Now for Nathan Richter, Strategic Services Director, Monetate Who is testing now? 61% do less than 5 tests per month Mindset of a hunter! It takes diligence, dedication, and effort to succeed in digital marketing.
Shanon Woodruff:
12:04:25 pm
the prep Opportunity lucks in every segment , or every metric. Start with high volume or high value segements Inbonund Visitor Profile Time
Shanon Woodruff:
12:05:38 pm
Sorry about that, something just went wrong. Let me restart. Hopefully that will clear it up.
Shanon Woodruff:
12:06:38 pm
Alright, I am back. Hopefully that helped.
Shanon Woodruff:
12:11:00 pm
Message Consistency: Average conversion improvement range 5-20% Always do a test of more copy, more text, or more video. The Goal is to help the customer differentiate between what are the best products for them. Badging: Conversion impact as high as 55% Use all of the real estate wisely – with extra real estate use phone numbers, GEO location, and further information.
Shanon Woodruff:
12:13:51 pm
Piggybacking on Mr. Weller’s presentation, Mr. Richter iterates the use of testing to create the best landing page possible.
Shanon Woodruff:
12:28:05 pm
Q&A Q: Have you used any specific products for testing? A: They use their own personal tools and “Test and Target” from Adobe. Also, “User Testing.” A tool that will let you watch the user and listen to them. Weller is trying to reach out of the qualitative. Never presume to know how people search. Q: Different traffic segments could respond in different ways? A: Using “Test and Target” we are trying to figure out how to do this. When you identify a winner you sometimes have to do a winners campaign. Identify the target and test. Q: Can you throw out some eCommerce sites that are good at landing pages A: Amazon is the poster child of landing pages. Q: If you have lots of products, can you use dynamic landing pages. A: Yes, just make sure it has all of the elements you need Q: What is a good time frame for testing A: Tool: Google Duration Calculator. It will all be dependent on your site and the many variables. Two things, behavioral and volume. Q: Were you using “Test and Target” and Site Turners” A: Yes
Shanon Woodruff:
12:28:20 pm
The End – Landing Page Optimization : SES San Fran 2011 Live Coverage