34. Don’t think
of a landing
page.
Think of a
post-click
marketing
experience.
35. Myth #2:
Flash on
landing pages
is evil.
(Vampires exist—
even without a law
degree.)
36.
37.
38.
39.
40.
41. That is a bad
example of
Flash on a
landing page.*
• Loading delay
• Lengthy animation
• Design over clarity
• Expensive
* Unless you’re a firm that produces
expensive, highly animated, design-
heavy Flash web sites.
44. This is
a Flash
object.
• 43K in size (loads < 1 sec) • Images load asynchronously
• Writing is text, not image • Sharp text rendering
• Google can index text • All text/images configurable
47. This is
a Flash
object.
• 5K in size (loads < 1 sec) • Images load asynchronously
• Most of page is HTML text • Engagement without refresh
• Interactive image browser • All images configurable
53. MVT isn’t better
than A/B testing.
Each has pros
and cons.
But MVT has
had better PR.
Time to balance
the scales.
54. A/B Testing Multivariate Testing
• Requires less traffic • Requires more traffic
• Tests fewer variations • Can test more combinations
• Apples-and-oranges tests • Variations of fixed elements
• Dependent elements okay • Need independent
elements
• Easy to visualize tests
• Harder to visualize tests
• No risk of bad combinations
• Risks of bad combinations
• Can test multi-page paths
• Usually limited to a page
• Often easier to set up
• Often harder to set up
55. This kind of test can’t be done with MVT.
8.12% conversion 9.23% conversion 11.4% conversion
63. The point of busting
the MVT myth:
marketing > math
Choose the right tool
for the right job.
64. Thank You
Interested in more about post-click
marketing and strategic landing pages?
BOOK
Honest Seduction: Using Post-Click
Marketing to Turn Landing Pages into
Game Changers
Available on Amazon.com
BLOG
http://www.postclickmarketing.com