Dennis Colome - Website conversion

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  • The 5% of the iceberg above water represents the part of the brain that actually thinks and is capable of planning ahead. The rest of our brain activity is all sub-conscious, which means we are operating on auto-pilot most of the time. If you incorporate the psychology of persuasion along with neuroscience principles you can achieve double digit or even triple digit lifts in conversion <Click>
  • Now, let’s take a closer look at the human brain. When it comes to decision making and processing incoming information we actually use 3 different parts of our brain.The “New Brain” also known as the neo-cortex is the part of the brain (above water) that actually thinks, it processes rational data and shares its deductions with the other two brainsThe “Middle Brain” also known as the limbic system feels, it processes emotions and gut feelings and also share its findings with the other two brainsThe “Reptilian Brain” also known as the brain stem decides, it takes input from the other 2 brains, but it controls the final decision making process. The reptilian brain is automatic it controls your heart-beat, digestion and you fight or flight response.Now, that you know that the true decision-maker is the Reptilian Brain, your entire website conversionstrategy should apply different communication principles in order to stimulate this part of the brain. How to Stimulate the Reptilian Brain:Self-Centered-It has no patience or empathy for anything that does not concern its immediate survival and well-being.*Contrast - allows the ‘Reptilian Brain’ to make quick and safe decisions. Without contrast, the ‘Reptilian Brain’ enters a state of confusionTangible- The reptilian brain is always seeking what is tangible, friendly, and familiar. It likes things that are easily recognizable.*Beginning and End- the reptilian brain has a short attention span and only remembers what’s in the beginning and the end*Visual and Emotional – the reptilian brain is highly visual and is strongly triggered by emotions 
  • Test Pricing display theory pertaining to Font size, Dollar signs, commas and emphasis on savings (You save vs. standard pricing display)- MSRP: $26,987 (Control)- Add Internet Price (Variation A – 13% increase)- Increase font size on MSRP and add .00 reduce font sizeof internet price, YOU SAVE largest and add .00 (Variation B – 28%)
  • I like in the to my email is and get rid of checkboxesTest Headline Copy on Global Navigation (example Longo Design) http://toyota.dealeron.com/
  • The Credit App form that you see here is not an obscure form. This form, or one like it is
  • 1) Opportunity to merchandise a lower price during “moment of truth”, 2) Competing & conflicting calls to action, 3) unnecesseary, enormous, vague, ambiguous text field, 4) unnecessary, inactionable, “cluttering” fields. Also, the disjointed double columns (some rows have 2 fields, some don’t), create even further friction
  • Background – Toyota dealer would like increase ROI on PPC budget by optimizing landing page conversion ratiosUse slide 23 and mo\ck up a video testimonial RESULT CONVERSION UP 42%
  • Background – Toyota dealer would like increase ROI on PPC budget by optimizing landing page conversion ratiosRESULT 27% INCREASE IN INVENTORY SEARCHES
  • Background – Toyota dealer would like increase ROI on PPC budget by optimizing landing page conversion ratiosUSE CITY TOYOTA780 vs 1000 (mock up the 1,000)RESULT 36% INCREASE IN INVENTORY SEARCHES
  • Use a mile one site
  • Now, let me show a few very effective low cost tools that leverage the master framework to instantly increase conversion on your website. Here’s an example of lead capture coupon that launches in the front or back of your website to offer your visitors a cash discount towards the purchase of a new or used car in return for their contact information. I know, I know, what you are thinking…. Displaying an offer in this fashion is “annoying” or “intrusive” Well, I have good news for you, according to analytics that we have collected on over 2 million leads generated in this fashion. We are the only ones that find these offers annoying and that’s because we are on our own websites multiple times per day. The impact of this technique has a negligible effect on bounce rate and huge lift in lead volume.
  • Motivation – Incentive/Reason for Consumer to take actionAction – Obvious, Clear Action for Consumer to take (and you to measure)Simplicity – Ease of Use, Usability of websiteTrust – Removal of psychological barriers for consumer to act Education – Relevant information/data a consumer needs to take actRisk Reduction – Minimization of risk to act
  • Dennis Colome - Website conversion

    1. 1. WEBSITE CONVERSION: Leverage AB Testing & How the Brain Works to increase leads by 50% Dennis Colome Vice President of Sales (760) 717-5050 dennis@dealeron.com Page: 54
    2. 2. DENNIS COLOME BACKGROUND 10 YEARS IN AUTOMOTIVE DEALERON INTERNET MARKETING (Located in the DC Metro Area) 2011 2012 & 2013 GOOGLE CERTIFIED PARTNER & DIGITAL AGENCY
    3. 3. YOUR CONVERSION RATE IS… How many of THESE guys… EXPRESSED AS A % GOAL Turn into THESE guys! YOUR GOAL CAN BE GOAL YOUR WEBSITE Micro Conversion - VDP Pageview - Map/Hours Page - Coupon Print Macro Conversion - Form Submission - Phone Call 3
    4. 4. WEBSITE CONVERSION – WHAT’S POSSIBLE? 10% 7.8% 7.7% 8% 6% 7.7% % 4% 2% 0% Avg. Dealer Websites Holly Kia Ideal Nissan Scott Clark Toyota 4
    5. 5. WEBSITE CONVERSION REALITIES 4,000 VISITORS PER MONTH 15% OF ALL LEADS CONVERT TO SALES OF A VEHICLE 48 CARS 12 CARS +36 CARS PER MONTH 2% 8% Conversion Conversion 5
    6. 6. “FACTS” ABOUT CONVERSION Green Buttons convert better than any other button color
    7. 7. “FACTS” ABOUT CONVERSION Red Buttons convert better than any other button color
    8. 8. “FACTS” ABOUT CONVERSION Orange Buttons convert better than any other button color
    9. 9. “FACTS” ABOUT CONVERSION Minimize Form Fields to Increase Conversion
    10. 10. WHAT IS A/B SPLIT TESTING? CONTROLLED TEST VISITORS 7% 10% 12% GOAL
    11. 11. TESTING INCREASES PERFORMANCE <2 TESTS PER MONTH 200+ MOST COMPANIES TESTS PER MONTH AMAZON.COM $20 TRAFFIC $92 TRAFFIC to $1 CONV. to $1 CONV. 67% LESS PER CONV. 11
    12. 12. THE CONSCIOUS MIND
    13. 13. 95% OF BRAIN ACTIVITY IS SUB-CONSCIOUS
    14. 14. THE HUMAN BRAIN NEW BRAIN MIDDLE BRAIN HOW TO STIMULATE THE REPTILIANREPTILIAN BRAIN BRAIN -Self Centered -Contrast -Tangible -Beginning and End -Visual and Emotional
    15. 15. CASE STUDY #58 – MAKING YOUR PRICES SEEM LOWER MSRP: $26,987 RESULT: Control CONVERSION UP 28% MSRP: $26,987 Internet Price: $25,500 Variation A 13% Increase MSRP: $26,987.00 Internet Price: $25,499 YOU SAVE $1,488.00 Variation B
    16. 16. CASE STUDY #73 – NATURAL LANGUAGE FORM
    17. 17. CASE STUDY #84 – OPTIMIZED VEHICLE DETAILS PAGE Before After RESULT: CONVERSION UP 21%
    18. 18. CASE STUDY #35 – CREDIT LEAD OPTIMIZATION Before After RESULT: CONVERSION UP 300% Trust 18
    19. 19. CASE STUDY #41 – NEW CAR FORM SUBMISSION PAGE Before After RESULT: CONVERSION UP 130% 19
    20. 20. CASE STUDY #287 – TEXT VS. VIDEO TESTIMONIALS RESULT: CONVERSION UP 42% 20
    21. 21. CASE STUDY #291 - ROTATING SLIDERS VS. STATIC IMAGE 27% INCREASE IN INVENTORY SEARCHES 21
    22. 22. 36% INCREASE IN INVENTORY SEARCHES 22
    23. 23. What do you remember? What can you do? Who is this site for? 23 23
    24. 24. 24
    25. 25. TOOLS FOR YOUR TOOLKIT 25
    26. 26. LEAD CAPTURE COUPON Lead Capture Coupon -Motivation -Action -Simplicity 26% More Leads 26
    27. 27. VISUAL WEBSITE OPTIMIZER – A/B TESTING SOFTWARE Visual Website Optimizer -A/B Testing -Multi-variate -No Coding 27
    28. 28. QUESTIONS? Dennis Colome Vice President Sales (760) 717-5050 (877) 543-4200, ext. 5266 dennis@dealeron.com 28

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