Keys to a Successful Landing Page Andrew Eisner Vice President, Client Services

Optimost Background Optimost helps customers improve their conversion rates online through real-time testing Company founded in 2001 First on-demand multivariable optimization solution Market leader – most diverse client base Entire company and platform built with mindset of multivariable optimization Methodology: developed with experts from Harvard Business School, Columbia Business School, Yale School of Management Technology: content management, analytics Full-service: dedicated client services team to support test design, production, and analysis

Over 150 Customers

Key Concepts

Not Just One Decision…. YES NO

Many Minidecisions YES NO YES NO YES NO YES NO YES NO YES NO YES NO YES NO

keyword group: legal music keyword group: burn music keyword group: buy music keyword group: radio Not Just “A” Landing Page

“Radio” Keywords Winning Bullet PointsLosing Bullet Points EXAMPLE: Winning bullet points varied by keyword segment “Radio” Keywords “Buy Music” Keywords “Legal Music” Keywords

EXAMPLE: Adding price information to bullet points increased response in Yahoo segment, even though it had no impact in non-PPC segment

Don’t Need To Do Complete Redesign

Control Winner +16.2% Vs. EXAMPLE: Minor Changes Make A Major Difference

ControlWinner +36.7% EXAMPLE: Minor Changes Make A Major Difference

Control Winner +16.2% Vs.

What Works (and Doesn’t Work)

Copy Amount of Copy do you need it all? Are “Benefits” Really Benefits Headline/Header Construction

EXAMPLE: Keeping instructions simple worked best

EXAMPLE: Removing “No Spam” improved performance

EXAMPLE: Satisfaction Guaranteed is important benefit Subscriptions +11.1%

EXAMPLE: Changing headline into question improved response Vs. baseline

Vs. baseline EXAMPLE: Small header changes can make a difference

Layout Ordering of Copy Keep It Simple

EXAMPLE: Order of Copy Blocks had substantial impact on response rates Clicks to Order -10.6%ControlClicks to Order +8.4%

Vs. UCTR = %baseline EXAMPLE: Order of Copy Blocks had substantial impact on response rates

EXAMPLE: Simple Layout Performed Best

Images People Celebrities CEOs, Writers, etc. Endorsements

EXAMPLE: Barry Williams Had a Positive Impact C = 4 Confirmation =  Cart = 

EXAMPLE: Author’s Picture Had Negative Effect Baseline Clicks to Order = +3.1%

EXAMPLE: Endorsements outperformed “Free” messaging

What Works (and Doesn’t Work)

Submit Buttons Be Cool At Your Own Risk Copy Size Location Flashing Buttons

EXAMPLE: “Click Here” buttons did significantly better Vs. baseline

EXAMPLE: Red order button was successful Vs. baseline

EXAMPLE: Animated button did very well in promo group, but poorly in generic group Vs. baseline UAR promo group = +7.8% UAR generic group = -5.2%

How to Optimize

The Traditional Process A/B Testing

20%24% (+20% lift) NOTE: for illustrative purposes only - not real data!!!!

Why A/B Testing Is Not Optimal 20%24% (+20% lift) -10%+20% +10% NOTE: for illustrative purposes only - not real data!!!!

Why A/B Testing Is Not Optimal 20%26% (+30% lift) 0%+20% +10% NOTE: for illustrative purposes only - not real data!!!!

Why A/B Testing Is Not Optimal Serial A/B Testing Month 1: Image Month 2: Headline Month 3: Form Layout Month 4: Submit Button Month 5: Endorsements

A Better Solution: Multivariable Optimization Images Used Layout; including Right/Left Main headline Copy and Order Of Sell Points Endorsements Form Headline Copy Form Layout Submit Buttons Include Phone Number?

A Better Solution: Multivariable Optimization Main Headline: 1)Lose 10 Pounds by April 20 2)Want to Lose 10 Pounds? 3)Get the Perfect Diet for YOU 4)Get Your Free Diet Profile Copy and Order of Sell Points: 1)What makes eDiets different? - 24/7 Support - Convenience and Privacy - No meeting to attend - No expensive foods to buy 2)What makes eDiets different? - Customized meal plans and shopping lists - 24/7 Support - Convenience and Privacy - No meeting to attend - No expensive foods to buy 3)Top 5 reasons to join eDiets - Customized meal plans and shopping lists - 24/7 Support - Convenience and Privacy - Personalized fitness plans and workouts - Expert health and fitness advice

Potentially Millions of Possible Permutations

Much Fewer Needed for Reliable Results

35% 29% 31% 30% 34% 38% 30% 29% NOTE: for illustrative purposes only - not real data!!!!

Multivariable Optimization Winner +15% NOTE: for illustrative purposes only - not real data!!!!

Multivariable Optimization Winner Individual Effects -4%+15% +9% -3% -4% -3% +5% +15% NOTE: for illustrative purposes only - not real data!!!!

Multivariable Optimization Winner Individual Effects -4%+15% +9% -3% -4% -3% Predicted Winner +5% +15% +29% NOTE: for illustrative purposes only - not real data!!!!

Why Isn’t This Done In “Real World”? Real WorldInternet Creative cost would be prohibitive Technology can result in huge efficiency in creative development Getting large enough sample would be prohibitive Finding target audience is easy (and can be performance-based) Guaranteeing “balanced” sample size is difficult Technology easily manages this Timeline for response loop is too long Real-Time Tracking Instant Iterating”

Benefits of Multivariable Optimization Ability to test multiple variables and values simultaneously, without increasing sample size Timeline significantly reduced Can test “Non-Obvious” factors Find best solution out of much higher quantity of versions Actual data on best out of 200 rather than best out of 2 Ability to predict the best out of 2 million rather than best out of 2 Learn where to focus developments efforts going forward Discover how much each variable contributes to performance

Methodology Is Critical Test Population Evenly Distributed Day of Week Time of Day Source of Traffic Choose Values in Logical, Methodical Fashion Multivariable Testing: Can’t Choose Versions At Random Is It Statistically Significant?

Final Thoughts Be Adventurous! Limited Downside and Unlimited Upside There Are Always Ways to Improve Until you’re getting 100% conversion rates, you can do better!

Thank You!