Converting Visitors into Buyers- Search Engine Strategies NY 2008- FutureNow, Inc.

Slide 1: Search Engine Strategies: Converting Visitors Into Buyers Howard Kaplan Chief Operating Officer FutureNow

Slide 2: Secret to Conversion

Slide 3: Clicks Are People! For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and what is relevant to them.

Slide 4: People are different... but modelable

Slide 5: People are different... but modelable

Slide 6: People are different... but modelable

Slide 7: People are different... but modelable

Slide 8: People are different... but modelable

Slide 9: How We Buy Pace: Competitive Spontaneous Quick vs. Methodical Humanistic Deliberate Bias: Logical vs. Emotional

Slide 10: Eyetracking 4 Perspectives: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking- heatmaps-gaze-plots-oh-my/

Slide 12: Roadmap For Testing Step 1 - Define the conversion goals •What Action? $$ •What page? •What does success look like?

Slide 13: Roadmap For Testing Step 2 – Define Your Profiles •How many profiles? •What types? •Where in the buying cycle?

Slide 14: Roadmap For Testing Step 3 – Do the Creative •Create the Driving Point (PPC, email, etc.) •Does the message match the motivation, type and buying process

Slide 15: Where to Test First... • Your Top 5 High Bounce Rate Pages • Your Top 5 High Exit Rate Pages • Your Top 5 Lowest Time Spent Pages • Your Top 5 key pages (checkout, cart, registration, top product)

Slide 16: 5 Testing Tips for Online Success 1. Product Images Tell A Story 2. Test Your Headlines & Copy 3. Forms & Point of Action Assurances 4. Calls to Action - Get Them to Click 5. Don’t Make Them Wait

Slide 17: Tip 1: Product Images Are Most Persuasive

Slide 18: Tip 1: Product Images Are Most Persuasive

Slide 19: Tip 1: Product Images Are Most Persuasive

Slide 20: Tip 1: Product Images Are Most Persuasive

Slide 21: This Matters in Lead Generation Too

Slide 22: Variables That Matter Include... Product Quality Highlighting Benefits Video With or Instead of Pictures

Slide 23: What Does It Cost to Flash Your Visitors?

Slide 24: What Does It Cost to Flash Your Visitors? Homepage Abandonment Decreased by 28.57%

Slide 25: Tip 2: Test Those Headlines 1. fractions or percentages to prove your claim • Four out of five dentists recommend vs. 80% of dentists recommend 2. ask questions in the headline (make sure you directly answer the question after the headline) • Make a difference in the life of a child vs. Will you make a difference in the life of a child? 3. self-focused (we/I) versus customer-focused copy (you) • We help make a difference in the life of a child vs. You can help make a difference in the life of a child

Slide 26: Conversion Rate Rose From 10.3% to 19.6%

Slide 27: Tip 3: Optimizing Forms With P.O.A.

Slide 28: Ready to Buy - Confidence Building Reviews In Stock/ Shipping info More detailed review Free/Flat Rate Shipping

Slide 29: Tip 4: Add to Cart Buttons & More Variables include: Wording Shape Size Style Icon Color Legibility Location

Slide 30: Logical Bias vs Emotional Approach

Slide 31: Logical Bias vs Emotional Approach

Slide 32: Tip 5: Don’t Make Them Wait Before After

Slide 33: Tip 5: Don’t Make Them Wait Before After 55.3kb 6.6kb

Slide 34: Tip 5: Don’t Make Them Wait Before After 55.3kb 6.6kb

Slide 35: Tip 5: Don’t Make Them Wait Before After 55.3kb 6.6kb 58.4kb 7.0kb

Slide 36: 5 Testing Tips for Online Success 1. Product Images Tell A Story 2. Test Your Headlines & Copy 3. Forms & Point of Action Assurances 4. Calls to Action - Get Them to Click 5. Don’t Make Them Wait

Slide 37: Would You Like a Roadmap for Testing? OR

Slide 38: Howard Kaplan FutureNow, Inc. (FUTR.OB) 1-877-643-7244 howardk@futurenowinc.com Website: www.FutureNowInc.com Blog: www.GrokDotCom.com