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How To Turn Your Website Into A Lead And Revenue Generating Machine
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How To Turn Your Website Into A Lead And Revenue Generating Machine

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Presentation for the RISE session in Austin on March 5th, 2009.

Presentation for the RISE session in Austin on March 5th, 2009.

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  • 1. How to turn your website into a lead and revenue generating machine Alissa Ruehl Apogee Search
  • 2. Today’s Roadmap 1. What do you want your machine to do? 2. Definitions 3. How important is conversion rate? 4. Conversion psychology 5. Oiling the machine 6. Innovating through experimentation
  • 3. Part 1 What do you want your machine to do? Learn more at www.apogee-search.com
  • 4. Learn more at www.apogee-search.com
  • 5. Can you think of a machine that doesn’t have a clear purpose? Learn more at www.apogee-search.com
  • 6. Existential Machines??? What was I created for? Learn more at www.apogee-search.com
  • 7. Can you think of a website that doesn’t have a clear purpose? Learn more at www.apogee-search.com
  • 8. If it’s yours, that’s ok Learn more at www.apogee-search.com
  • 9. If it’s yours, that’s ok But let’s do it a favor and give it a reason to exist. Learn more at www.apogee-search.com
  • 10. If it’s yours, that’s ok But let’s do it a favor and give it a reason to exist. It’ll be happier Learn more at www.apogee-search.com
  • 11. Common Goals • Generating sales • Amazon, online retailers • Generating leads for a sales team • Apogee Search, most B2B websites, Direct TV • Getting publicity/Branding • Swaggerize Learn more at www.apogee-search.com
  • 12. Learn more at www.apogee-search.com
  • 13. Learn more at www.apogee-search.com
  • 14. Common Goals • Generating sales • Amazon, online retailers • Generating leads for a sales team • Apogee Search, most B2B websites, Direct TV • Getting publicity/Branding • Swaggerize • Distributing information • Lance Armstrong Foundation, IRS.gov Learn more at www.apogee-search.com
  • 15. Multiple Goals? • Generating online sales & store traffic • Macys.com • Generating one-off sales & leads for large orders • Ironkey.com Learn more at www.apogee-search.com
  • 16. Multiple Goals? • Find all of your goals • Prioritize!!! Learn more at www.apogee-search.com
  • 17. Kitchen timer with a microwave feature? Learn more at www.apogee-search.com
  • 18. Part 2 Definitions Learn more at www.apogee-search.com
  • 19. What is a conversion? Learn more at www.apogee-search.com
  • 20. What is a conversion? A conversion is when a visitor to your website completes a desired action. Learn more at www.apogee-search.com
  • 21. What is a conversion? A conversion is when a visitor to your website completes a desired action (one of the main purposes of your website) • Makes a purchase • Fills out a contact form • Schedules an appointment • Signs up for a newsletter • Etc Learn more at www.apogee-search.com
  • 22. What is a conversion rate? Learn more at www.apogee-search.com
  • 23. What is a conversion rate? Your conversion rate is the percentage of visitors that convert to the desired action. Actions/Visitors Learn more at www.apogee-search.com
  • 24. How do I know my conversion rate? Learn more at www.apogee-search.com
  • 25. How do I know my conversion rate? To find your conversion rate, use a web analytics tool to track the number of visitors and the number of completed actions. Google Analytics – good and free! Learn more at www.apogee-search.com
  • 26. Part 3 How Important is Conversion Rate?
  • 27. How Important is Conversion Rate? Example: • 10,000 visitors per month
  • 28. How Important is Conversion Rate? Example: • 10,000 visitors per month • 1% conversion rate
  • 29. How Important is Conversion Rate? Example: • 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month
  • 30. How Important is Conversion Rate? Example: 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month • Want to double sales •
  • 31. How Important is Conversion Rate? Example: 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month • Want to double sales • PPC? SEO?
  • 32. How Important is Conversion Rate? Example: 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month • Want to double sales • PPC? SEO? Conversion rate improvement
  • 33. How Important is Conversion Rate? Example: • 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month Double conversion rate: • 10,000 visitors per month • 2% conversion rate • 200 sales (or leads) per month
  • 34. Small, Incremental Improvements Visitors Conversion Rate Sales Past 10,000 1% 100 Q1 -5% increase 10,000 1.05% 105 Q2 -5% increase 10,000 1.10% 110 Q3 -5% increase 10,000 1.16% 116 Q4 -5% increase 10,000 1.22% 122
  • 35. Small, Incremental Improvements Visitors Conversion Rate Sales Past 10,000 1% 100 Q1 -5% increase 10,000 1.05% 105 Q2 -5% increase 10,000 1.10% 110 Q3 -5% increase 10,000 1.16% 116 Q4 -5% increase 10,000 1.22% 122 Total sales for the year if no attention is paid to conversion: 1,200 Total sales for the year with 1 tiny improvement per quarter: 1,358
  • 36. Part 4 Conversion Psychology Learn more at www.apogee-search.com
  • 37. Conversion Psychology Costs Benefits Learn more at www.apogee-search.com
  • 38. Conversion Psychology Ecommerce Costs Benefits • Cost of item • I get the item Learn more at www.apogee-search.com
  • 39. Conversion Psychology Ecommerce Costs Benefits • Cost of item • I get the item • Time spent trying to find the right one • Time in purchase process • Risk of buying the wrong item I shouldn’t Learn more at www.apogee-search.com
  • 40. Tipping the Scale Ecommerce Costs Benefits • Cost of item • I get the item • Time spent trying to find • Well, it’s right here . . . the right one • It’ll get here soon • Time in purchase process • My favorite movie star • Risk of buying the wrong has one item • It’ll make me look thinner I can’t resist! Learn more at www.apogee-search.com
  • 41. Conversion Psychology Lead Generation Costs Benefits • Tons of emails and sales • I get information on a calls possible product or service • Time spent navigating the • I get an interesting site & trying to figure out whitepaper how EXACTLY this company leverages my business for higher ROI • Time to fill out the form Why bother? Learn more at www.apogee-search.com
  • 42. Tipping the Scale Lead Generation Costs Benefits • Tons of emails and sales • I get information on a calls possible product or service • Time spent navigating the • I get an interesting site & trying to figure out whitepaper how EXACTLY this • I could improve lead flow by company leverages my up to 75% business for higher ROI • I could be a hero at my • Time to fill out the form company Why not? Learn more at www.apogee-search.com
  • 43. Part 5 Oiling the Machine Reducing Friction Learn more at www.apogee-search.com
  • 44. Oiling the Machine 12 Tips for reducing friction on forms • 4 general • 4 for ecom • 4 for lead generation Learn more at www.apogee-search.com
  • 45. General Form Tips Learn more at www.apogee-search.com
  • 46. Limit the Number of Fields Learn more at www.apogee-search.com
  • 47. Limit the Number of Fields Learn more at www.apogee-search.com
  • 48. Sensible tab sequence Learn more at www.apogee-search.com
  • 49. Try buttons with text other than “submit” Purchase now Download now Register Contact me Proceed to billing Infinite possibilities! Learn more at www.apogee-search.com
  • 50. Remove the clear/cancel button • Avoid “cancel”, “clear” or “reset form” • Allow people to go back, if necessary Learn more at www.apogee-search.com
  • 51. Summary of General Form Tips Limit the number of fields Sensible tab sequence Try buttons with text other than “submit” Remove the clear/cancel button Learn more at www.apogee-search.com
  • 52. Ecommerce Form Tips Learn more at www.apogee-search.com
  • 53. Don’t make people set up an account Let them order first, then set up an account afterwards Learn more at www.apogee-search.com
  • 54. Use progress indicators • For multiple step forms, show people where they are in the process • Make it clear at what point they are charged Learn more at www.apogee-search.com
  • 55. Remind people what they’re buying • At each step, show what is being purchased Items Sizes/Colors/Dates Shipping options & costs • Especially at the purchase step Learn more at www.apogee-search.com
  • 56. Remind them of your return policy or guarantee • If you have custom items and don’t allow returns, remind them so they can check their order • If you have a good return policy or guarantee, remind them so they don’t have doubt Learn more at www.apogee-search.com
  • 57. Remind them of your return policy or guarantee Learn more at www.apogee-search.com
  • 58. Summary of Ecommerce Form Tips • Don’t make people set up an account before they order. • Use progress indicators • Remind people what they’re buying • Remind them of your return policy or guarantee Learn more at www.apogee-search.com
  • 59. Lead Generation Form Tips Learn more at www.apogee-search.com
  • 60. Have a comment field If you’re asking for information from them, let them ask you questions You may receive some valuable information Learn more at www.apogee-search.com
  • 61. Don’t ask too many qualifying questions Learn more at www.apogee-search.com
  • 62. Don’t expect people to search for the form Ideally, there should be a form on the landing page If that’s not possible, have noticeable calls to action Learn more at www.apogee-search.com
  • 63. Have a privacy policy Let people know they won’t get spam Can be a link or a statement “We will not sell your information to anyone” “We value your privacy” Might help your Google paid search quality score Learn more at www.apogee-search.com
  • 64. Part 6 Building a Better Machine Innovation Through Experimentation Learn more at www.apogee-search.com
  • 65. Why Experiment? • Every website is unique • Non-political • Testing can be better than focus groups • Actual audience • Doesn’t know they’re being watched • Often cheaper Poll: How familiar are you with testing? Learn more at www.apogee-search.com
  • 66. Testing: 1,2,3 1. Choosing a Tool 2. Choosing a Test Type (A/B versus Multivariate) 3. Choosing What to Test Learn more at www.apogee-search.com
  • 67. Choosing a Tool Google Website Optimizer Omniture Test & Target (Offermatica) Interwoven Optimost SiteSpect Widemile & Many others Learn more at www.apogee-search.com
  • 68. Choosing a Tool Google Website Optimizer • Free • Fewer Features Paid tools • Can be very expensive • Expanded capabilities Learn more at www.apogee-search.com
  • 69. We’ll focus on Google Website Optimizer Fair Disclaimer: Apogee Search is a Google Website Optimizer Authorized Consultant. Although we often use GWO, we also appreciate the advanced features in paid testing & optimization tools. Learn more at www.apogee-search.com
  • 70. Google Website Optimizer • Can test a landing page, or a regular page on the site • GWO operates on all traffic going to a page, whether from AdWords, Yahoo, MSN or other search engines, or traffic from other sources • You don’t need to be using AdWords to use it Learn more at www.apogee-search.com
  • 71. Choosing a Test Type A/B • Which page converts better, version A or version B? • Can have more than 2 variations – A/B/C/D . . Learn more at www.apogee-search.com
  • 72. Choosing a Test Type Multivariate • Testing by component • Which is the best headline, the best image, the best copy, the best form, etc Learn more at www.apogee-search.com
  • 73. Choosing a Test Type A/B • Doesn’t require a great deal of traffic • Good for testing major design changes • You can test existing pages with little effort Multivariate • Requires more traffic (usually >100 conversions/month) • Answers specifically why one page is better • Taguchi style versus full factorial Learn more at www.apogee-search.com
  • 74. Choosing What to Test Which pages to test? • Pages with high traffic levels • Entry pages • Or pages in the path of conversion (form page, shopping cart pages, etc) • PPC landing pages and the homepage are often good ideas Learn more at www.apogee-search.com
  • 75. Choosing What to Test Layout Headlines Images Copy Forms Calls to action Button color/size/wording Lead bait (whitepaper versus webinar, etc) Pretty much anything Learn more at www.apogee-search.com
  • 76. Specific Suggestions for Lead Gen • Create a simplified landing page with a single call to action • Few other links on the page • Form on the page is often best • “Lead Bait” – whitepaper, newsletter or other offer • Simple, but explanatory text • Short paragraphs & bullet points • Test against your current product page, home page, or landing page. Learn more at www.apogee-search.com
  • 77. Specific Suggestions for Ecommerce • Test product page template • Try changing text on the “add to cart” button • Adjust size & position of “add to cart” button • Add return policy to the page • Test link to shipping info page • Test product description for top product • Add more description • Add more photos • Test offers • Free shipping over a certain order amount? • Seasonal sale? Learn more at www.apogee-search.com
  • 78. Specific Suggestions for Everyone • Look at your messaging • We v. You language • Action oriented v. descriptive • Benefits v. Features • Fluff v. Specific Learn more at www.apogee-search.com
  • 79. Testing Tips • Avoid testing: • Different elements that might not combine well • Elements that won’t make much impact • Too may elements or too many variations • Pay attention to statistical significance • Test before making major site changes or redesigns Learn more at www.apogee-search.com
  • 80. Alissa Ruehl Manager of Website Effectiveness Consulting Apogee Search www.apogee-search.com alissa@apogee-search.com Twitter: AlissaRu