This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Landing page optimization can fuel your marketing ROI and ramp you bottom. Four experts in the field discuss approaches, available technologies, myths and best practices.

1. Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

2. Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

3. Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

4. How landing page optimization
impacts affiliate programs
• Landing pages are a key lever in monetization for the both the advertiser and the
publisher
• Audible, an audiobook company owned by Amazon, experienced a 25% increase in
conversions as well as affiliate payouts as a result of A/B testing (and the increase in
payouts didn’t involve an increase in commission rates).

5. What to test: clear headline and sub-
headline
Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

6. What to test: Hero shot
Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

7. What to test: Supporting
information
Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

8. What to test: Easy to scan
Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

9. What to test: Call to Action
Buttons copy
matters
Creative Sample from Web
Optimization Summit 2014
Wrap-up Article
Landing Page Optimization: 6 common traits
of a template that works by Jon Tackett on
the Marketing Experiments blog

10. Copy changes win!

11. Two points to note
Trust
Logos
No Navigation
Bar

12. And Really One More: mobile
matters
Make sure to
optimize for mobile
too

13. AdvancedTips: form left and form
right
Experiment Engine–
experimentengine.com

14. AdvancedTips: Break the
form up
Experiment Engine–
experimentengine.com
After the left/right test, another 15% lift was gained in breaking up the form

15. AdvancedTips: Little changes
drive lift
Experiment Engine–
experimentengine.com

16. If you are able to double website
conversion through testing,
what is the CPA of those additional
sales?
$0
Advanced Tip

17. Segment Department Brand Source Type Device
1 Paid Search Lexington Law Google Brand Mobile
2 Paid Search Lexington Law Google Brand Desktop
3 Paid Search Lexington Law Google Non-Brand Mobile
4 Paid Search Lexington Law Google Non-Brand Desktop
5 Paid Search Lexington Law Bing Brand Mobile
6 Paid Search Lexington Law Bing Brand Desktop
7 Paid Search Lexington Law Bing Non-Brand Mobile
8 Paid Search Lexington Law Bing Non-Brand Desktop
9 Paid Search Lexington Law Yahoo Brand Mobile
10 Paid Search Lexington Law Yahoo Brand Desktop
11 Paid Search Lexington Law Yahoo Non-Brand Mobile
12 Paid Search Lexington Law Yahoo Non-Brand Desktop
13 Paid Search CreditRepair Google Brand Mobile
14 Paid Search CreditRepair Google Brand Desktop
15 Paid Search CreditRepair Google Non-Brand Mobile
16 Paid Search CreditRepair Google Non-Brand Desktop
17 Paid Search CreditRepair Bing Brand Mobile
18 Paid Search CreditRepair Bing Brand Desktop
19 Paid Search CreditRepair Bing Non-Brand Mobile
20 Paid Search CreditRepair Bing Non-Brand Desktop
21 Paid Search CreditRepair Yahoo Brand Mobile
22 Paid Search CreditRepair Yahoo Brand Desktop
23 Paid Search CreditRepair Yahoo Non-Brand Mobile
24 Paid Search CreditRepair Yahoo Non-Brand Desktop
25 Natural Search Lexington Law google.com Mobile
26 Natural Search Lexington Law google.com Desktop
27 Natural Search Lexington Law bing.com Mobile
28 Natural Search Lexington Law bing.com Desktop
29 Natural Search Lexington Law yahoo.com Mobile
30 Natural Search Lexington Law yahoo.com Desktop
31 Natural Search CreditRepair google.com Mobile
32 Natural Search CreditRepair google.com Desktop
33 Natural Search CreditRepair bing.com Mobile
34 Natural Search CreditRepair bing.com Desktop
35 Natural Search CreditRepair yahoo.com Mobile
36 Natural Search CreditRepair yahoo.com Desktop
37 Direct Lexington Law Mobile
38 Direct Lexington Law Desktop
39 Direct CreditRepair Mobile
40 Direct CreditRepair Desktop
• Not all testing is
Created Equal
• Not all traffic acts the
Same
Advanced Tip

18. AdvancedTips: Drive Calls - Before

19. ><
AdvancedTips: Drive Calls
- After

20. 7/25/2016 19
Advanced Tip: Drive Calls Before

21. ><
Advanced Tip: Drive Calls After

22. ><
Advanced Tip:
Lexington Law Site Wide Modal

23. Three things to remember
■ Test, test, test and test some more
■ Button copy can make a huge
difference
■ Not every test will be a winner, some
will lose, but just keep on testing