From Event to Action: Accelerate Your Decision Making with Real-Time Automation
Dennis Colome - Website conversion
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. 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. 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. 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
10. WHAT IS A/B SPLIT TESTING?
CONTROLLED TEST
VISITORS
7%
10%
12%
GOAL
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
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. 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
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
