Basic Landing Page Optimisation with Omniture SiteCatalyst

Wednesday, 21 October 2009

Measuring the effectiveness of landing pages is crucial to improve the success of your online marketing campaigns. As part of the landing page optimisation process, you want to try as many landing page creatives as possible, identify the ones, which generate the most conversions and then use them and optimise them further.
One of the main requirement of landing page optimisation, is to be able to measure, which landing page performs the best.

Omniture provides an out-of-the-box tool for multi-variate landing page optimisation called Test and Target, however if you have a limited budget and relatively simple requirements in terms of testing, it might be easier and more cost-effective to configure SiteCatalyst for basic landing page optimisation rather than investing in Test and Target.

Configure SiteCatalyst for Landing Page Testing

One of the main advantage of SiteCatalyst, is the extensive number of custom variables that can be set for specific tracking needs. In this case we will use a custom conversion variable (eVar) to "tag" each landing page individually and then compare them across metrics.

Let's say you have three different offers (A,B,C) which have a specific landing page (LP-A, LP-B and LP-C). Obviously, you want to measure, which one converts the best. For this purpose we will use eVarX, which will be populated with the landing page name.

1: The first step is to define and configure an eVarX using the SiteCatalyst Admin Console (Make sure this eVar is not already used for something else). The type should be set as "text string". Allocation and expiration are up to you.

2:To work, the eVar needs to be called and populated each time someone is looking at your landing page. In other words, every time one of your landing page is loaded, the specific eVar should be called in the Omniture tracking code (bottom of the page)and populated with the name of your landing page.

If you use static pages, it is quite easy and you just need to add the following code within the Omniture Javascript Tag:

For example:
Landing Page A: s.eVarX="LP-A"
Landing Page B: s.eVarX="LP-B"
Landing Page C: s.eVarX="LP-C"


If you use dynamic pages or a CMS, you might need to consult your developer to set up a code, which will call this eVar with the right value everytime the page is loaded.

3: You'r done! You just need to wait for some traffic to arrive and then see the results in your SiteCatalyst report ( Custom Conversion > Custom Conversion X > Evar Name). In this Report, you can then add relevant metrics and then compare the effectiveness of your landing pages.

This basic landing page testing method is very easy and effective if you have a limited number of static landing pages and need to test them on ad-hoc basis, however for a large amount of landing pages or for on-going testing, this method can be quite work intensive and not as effective as advanced landing page optimisation tools.

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