Post Click Marketing<br />Practical Methods for Conversion Optimization<br />Adam Proehl<br />Managing Partner, NordicClic...
About Me<br />14 years of online marketing experience<br />Principle at NordicClick Interactive – a full service Digital M...
Topics<br />What is a Conversion?<br />What Conversions Matter to Your Business?<br />Measurements<br />Optimizing Poor Co...
What I want to leave you with<br />Practical takeaways<br />Useful Best Practices<br />Useful Tools<br />Hope<br />
What is a Conversion?<br />?<br />
What is a Conversion?<br />$$<br />
What is a Conversion?<br />The Obvious Ones:<br />
What is a Conversion?<br />Commerce Transaction:<br />
What is a Conversion?<br />Free Trial:<br />
What is a Conversion?<br />Request a Quote:<br />
What is a Conversion?<br />Contact Us Form:<br />
What is a Conversion?<br />Phone Call:<br />
What is a Conversion?<br />Whitepaper Download:<br />
What is a Conversion<br />The “not always so obvious”<br />
What is a Conversion?<br />Types of Conversions: A simplified lame sports analogy<br />Points<br />Assists<br />
What is a Conversion<br />Watch a video<br />
What is a Conversion<br />Read Case Study<br />
What is a Conversion<br />View Site Content<br />
What is a Conversion?<br />Email Us:<br />
What is a Conversion<br />Social Links<br />
What is a Conversion<br />Email Signup<br />
What is a Conversion?Understand conversion metrics<br /><ul><li>You get the name
Follow up action/deliverable required
 Varying degrees of value
 May not capture name
 Might not be an immediate follow up action
Possibly set them up for a return visit/hard conversion</li></li></ul><li>What is Not a Conversion?<br />…Any “conversion”...
What Conversions Matter?<br />
What Conversions Matter?<br />How do you determine?<br />
What Conversions Matter?<br />Starting Point: Business Objectives<br /><ul><li>What is your business’ reason for existence?
Where does digital marketing support it?</li></li></ul><li>What Conversions Matter? <br />Starting Point: Business Objecti...
What Conversions Matter? <br />Sub initiatives <br />
What Conversions Matter? Map your external stakeholder touch points<br />Start Here<br />Simplified Example<br />
What Conversions Matter? Involve Stakeholders & Define Success Early<br /><ul><li>Business Objectives
Success Measurements
Benchmarks
Get Stakeholder Buy-In
Understand the value of your conversions (coming up)</li></li></ul><li>What Conversions Matter?<br />Determining conversio...
Measurements<br />Web Analytics<br />
Measurements<br />So My Site Conversion Rate is:<br />Who Cares? <br />
Measurements<br />Site Conversion:<br />Without context, it’s a useless stat<br />
Measurements<br />The Flaw of Averages<br />
Measurements<br />Making Conversion Metrics Useful:    Adding Context<br />Segmentation<br />Assigning Value<br />
Measurements<br />Segmentation – let’s start simple<br />
Measurements<br />Traffic Segmentation – “Points” Conversion<br />Averages<br />Broken out<br />
Measurements<br />Traffic Segmentation – A level deeper: keywords<br />
Measurements<br />Traffic Segmentation – Understanding Behavior<br />New Visitor<br />Returning Visitor<br />“Assists” are...
Measurements<br />Deeper Segmentation – Understanding Behavior<br />How do specific campaigns convert my returning visitor...
Measurements<br />Deeper Segmentation: understanding what your content is being viewed on<br />
Measurements<br />What volume is mobile?<br />One of several ways to segment<br />
Measurements<br />Deeper Segmentation – Mobile & Landing Pages & Search <br />
Measurements<br />Deeper Segmentation – Mobile & Landing Pages & Search<br />
Measurements<br />Deeper Segmentation – B2B Example - User Platform (Mobile)<br />Just Mobile <br />Conversions<br />Overa...
Measurements<br />Deeper Segmentation – Some Basic Things to Look For<br /><ul><li>Traffic Source
Campaign
User Systems
New vs. Returning Visitors
Keyword Phrase</li></li></ul><li>Measurements<br />Free Tool: Snip-n-Tag (Firefox Add on)<br />- Shorten URL (bit.ly, ow.l...
Measurements<br />Assigning Value – Not all conversions are created equal<br />
Measurements<br />Doing the Math: Simple B2B Example<br />Balance averages with granularity<br />
Measurements<br />Assigning Value (Google Analytics Example)<br /><ul><li>Document method for assigning value
Have buy-in from appropriate stakeholders
Acknowledge your unknowns & “educated guesses”</li></li></ul><li>Measurements<br />Assigning Value: Assists (back to lame ...
Measurements<br />Assigning Value: Assists<br />Where would he be without these guys?<br />
Measurements<br />Events (Google Analytics Example)<br /><ul><li>Videos
Downloads
Links out
Case Studies</li></li></ul><li>Measurements<br />Assigning Value: Understanding Assists<br />Free <br />Downloads<br />
Measurements<br />Deeper Segmentation – Type of Event<br />
Measurements  Optimization<br />Befriend a Geek<br /><ul><li>Special Tagging Needs
Business Requirements
Tracking Vigilance
Code Updates / Enhancements</li></li></ul><li>Measurements  Optimization<br />Switching Gears – “What’s a Marketing Repor...
Optimizing Conversions<br />Convergence of Art & Science<br />Image Credit: Elaine Strosberg, UCLA<br />
Optimizing Conversions<br />User Experience<br />
Optimizing Conversions<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
Segmentation capabilities (source, geo, date/time, OS, screen, etc)
Simple java script code
Cheap – Starting at $9 a month</li></li></ul><li>Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Heatmap<br />So...
Hover Conversion
Time to Click
Hesitation</li></ul>www.clicktale.com<br />
Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
Optimizing Conversions<br />Other ClickTale Features:<br /><ul><li>Session Recordings
Conversion Funnels
Other Heatmaps</li></ul>Price: 	 Free for 400 pageviews / mo<br />	$99/mo for 20k pageviews/mo<br />Bigger plans for bigge...
Optimizing Conversions<br />5 Seconds<br />
Optimizing Conversions: The Landing Page<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
Pick your users
48 hour time limit from start
One Simple Task: “The most remembered words and phrases for your webpage”
Price: Free</li></ul>www.clueapp.com<br />
Optimizing Conversions: The Landing Page<br />Three tools in one: Usability Hub<br />Price: <br /><ul><li>Starts at free, ...
Earn freebies by particpiating in tests
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Post Click Marketing: Optimizing Conversions

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Adam Proehl's presentation from OMS Seattle Bootcamp session: "Post Click Marketing: Practical Methods for Conversion Optimization

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  • Post Click Marketing: Optimizing Conversions

    1. 1. Post Click Marketing<br />Practical Methods for Conversion Optimization<br />Adam Proehl<br />Managing Partner, NordicClick Interactive<br />@adamproehl<br />6/22/2011<br />
    2. 2. About Me<br />14 years of online marketing experience<br />Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis<br />Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA, BMA<br />Instructor at the Online Marketing Institute<br />All around “Data Driven Kinda Guy”<br />Unapologetic Minnesota Viking Fan<br />
    3. 3. Topics<br />What is a Conversion?<br />What Conversions Matter to Your Business?<br />Measurements<br />Optimizing Poor Conversion Rates (Tools & Methods)<br />Post Conversion – Now What?<br />
    4. 4. What I want to leave you with<br />Practical takeaways<br />Useful Best Practices<br />Useful Tools<br />Hope<br />
    5. 5. What is a Conversion?<br />?<br />
    6. 6. What is a Conversion?<br />$$<br />
    7. 7. What is a Conversion?<br />The Obvious Ones:<br />
    8. 8. What is a Conversion?<br />Commerce Transaction:<br />
    9. 9. What is a Conversion?<br />Free Trial:<br />
    10. 10. What is a Conversion?<br />Request a Quote:<br />
    11. 11. What is a Conversion?<br />Contact Us Form:<br />
    12. 12. What is a Conversion?<br />Phone Call:<br />
    13. 13. What is a Conversion?<br />Whitepaper Download:<br />
    14. 14. What is a Conversion<br />The “not always so obvious”<br />
    15. 15. What is a Conversion?<br />Types of Conversions: A simplified lame sports analogy<br />Points<br />Assists<br />
    16. 16. What is a Conversion<br />Watch a video<br />
    17. 17. What is a Conversion<br />Read Case Study<br />
    18. 18. What is a Conversion<br />View Site Content<br />
    19. 19. What is a Conversion?<br />Email Us:<br />
    20. 20. What is a Conversion<br />Social Links<br />
    21. 21. What is a Conversion<br />Email Signup<br />
    22. 22. What is a Conversion?Understand conversion metrics<br /><ul><li>You get the name
    23. 23. Follow up action/deliverable required
    24. 24. Varying degrees of value
    25. 25. May not capture name
    26. 26. Might not be an immediate follow up action
    27. 27. Possibly set them up for a return visit/hard conversion</li></li></ul><li>What is Not a Conversion?<br />…Any “conversion” that doesn’t translate into $$ (earned or saved)<br />
    28. 28. What Conversions Matter?<br />
    29. 29. What Conversions Matter?<br />How do you determine?<br />
    30. 30. What Conversions Matter?<br />Starting Point: Business Objectives<br /><ul><li>What is your business’ reason for existence?
    31. 31. Where does digital marketing support it?</li></li></ul><li>What Conversions Matter? <br />Starting Point: Business Objectives<br />Company Objectives 2011<br />
    32. 32. What Conversions Matter? <br />Sub initiatives <br />
    33. 33. What Conversions Matter? Map your external stakeholder touch points<br />Start Here<br />Simplified Example<br />
    34. 34. What Conversions Matter? Involve Stakeholders & Define Success Early<br /><ul><li>Business Objectives
    35. 35. Success Measurements
    36. 36. Benchmarks
    37. 37. Get Stakeholder Buy-In
    38. 38. Understand the value of your conversions (coming up)</li></li></ul><li>What Conversions Matter?<br />Determining conversions that matter - who needs to be involved?<br />
    39. 39. Measurements<br />Web Analytics<br />
    40. 40. Measurements<br />So My Site Conversion Rate is:<br />Who Cares? <br />
    41. 41. Measurements<br />Site Conversion:<br />Without context, it’s a useless stat<br />
    42. 42. Measurements<br />The Flaw of Averages<br />
    43. 43. Measurements<br />Making Conversion Metrics Useful: Adding Context<br />Segmentation<br />Assigning Value<br />
    44. 44. Measurements<br />Segmentation – let’s start simple<br />
    45. 45. Measurements<br />Traffic Segmentation – “Points” Conversion<br />Averages<br />Broken out<br />
    46. 46. Measurements<br />Traffic Segmentation – A level deeper: keywords<br />
    47. 47. Measurements<br />Traffic Segmentation – Understanding Behavior<br />New Visitor<br />Returning Visitor<br />“Assists” are paying off<br />
    48. 48. Measurements<br />Deeper Segmentation – Understanding Behavior<br />How do specific campaigns convert my returning visitor?<br />New Visitor<br />
    49. 49. Measurements<br />Deeper Segmentation: understanding what your content is being viewed on<br />
    50. 50. Measurements<br />What volume is mobile?<br />One of several ways to segment<br />
    51. 51. Measurements<br />Deeper Segmentation – Mobile & Landing Pages & Search <br />
    52. 52. Measurements<br />Deeper Segmentation – Mobile & Landing Pages & Search<br />
    53. 53. Measurements<br />Deeper Segmentation – B2B Example - User Platform (Mobile)<br />Just Mobile <br />Conversions<br />Overall<br />
    54. 54. Measurements<br />Deeper Segmentation – Some Basic Things to Look For<br /><ul><li>Traffic Source
    55. 55. Campaign
    56. 56. User Systems
    57. 57. New vs. Returning Visitors
    58. 58. Keyword Phrase</li></li></ul><li>Measurements<br />Free Tool: Snip-n-Tag (Firefox Add on)<br />- Shorten URL (bit.ly, ow.ly, etc)<br />- Make it <br />trackable in Google<br />Analytics <br />-All in one interface<br /> from a Firefox sidebar <br />http://addons.mozilla.org<br />
    59. 59. Measurements<br />Assigning Value – Not all conversions are created equal<br />
    60. 60. Measurements<br />Doing the Math: Simple B2B Example<br />Balance averages with granularity<br />
    61. 61. Measurements<br />Assigning Value (Google Analytics Example)<br /><ul><li>Document method for assigning value
    62. 62. Have buy-in from appropriate stakeholders
    63. 63. Acknowledge your unknowns & “educated guesses”</li></li></ul><li>Measurements<br />Assigning Value: Assists (back to lame sports analogy)<br />Career leader in points<br />
    64. 64. Measurements<br />Assigning Value: Assists<br />Where would he be without these guys?<br />
    65. 65. Measurements<br />Events (Google Analytics Example)<br /><ul><li>Videos
    66. 66. Downloads
    67. 67. Links out
    68. 68. Case Studies</li></li></ul><li>Measurements<br />Assigning Value: Understanding Assists<br />Free <br />Downloads<br />
    69. 69. Measurements<br />Deeper Segmentation – Type of Event<br />
    70. 70. Measurements  Optimization<br />Befriend a Geek<br /><ul><li>Special Tagging Needs
    71. 71. Business Requirements
    72. 72. Tracking Vigilance
    73. 73. Code Updates / Enhancements</li></li></ul><li>Measurements  Optimization<br />Switching Gears – “What’s a Marketing Report?”<br />More to it than just data, statistical significance, and confidence levels<br />Big (1988)<br />
    74. 74. Optimizing Conversions<br />Convergence of Art & Science<br />Image Credit: Elaine Strosberg, UCLA<br />
    75. 75. Optimizing Conversions<br />User Experience<br />
    76. 76. Optimizing Conversions<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
    77. 77. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
    78. 78. Simple java script code
    79. 79. Cheap – Starting at $9 a month</li></li></ul><li>Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Heatmap<br />Some Key Metrics:<br /><ul><li>Hovers
    80. 80. Hover Conversion
    81. 81. Time to Click
    82. 82. Hesitation</li></ul>www.clicktale.com<br />
    83. 83. Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
    84. 84. Optimizing Conversions<br />Other ClickTale Features:<br /><ul><li>Session Recordings
    85. 85. Conversion Funnels
    86. 86. Other Heatmaps</li></ul>Price: Free for 400 pageviews / mo<br /> $99/mo for 20k pageviews/mo<br />Bigger plans for bigger sites<br />
    87. 87. Optimizing Conversions<br />5 Seconds<br />
    88. 88. Optimizing Conversions: The Landing Page<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
    89. 89. Pick your users
    90. 90. 48 hour time limit from start
    91. 91. One Simple Task: “The most remembered words and phrases for your webpage”
    92. 92. Price: Free</li></ul>www.clueapp.com<br />
    93. 93. Optimizing Conversions: The Landing Page<br />Three tools in one: Usability Hub<br />Price: <br /><ul><li>Starts at free, but $20 a month would be recommended for most SMB’s
    94. 94. Earn freebies by particpiating in tests
    95. 95. Can also have your own group of users perform tasks</li></ul>www.usabilityhub.com<br />
    96. 96. Optimizing Conversions: The Landing Page<br />Tool: Five Second Test (from Usability Hub)<br />Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site. <br /><ul><li>Displays a screenshot for 5 secs.
    97. 97. Ask follow up questions after image removed
    98. 98. Select number of responses you want</li></ul>www.fivesecondtest.com<br />
    99. 99. Optimizing Conversions: The Landing Page<br />Tool: Five Second Test (from Usability Hub)<br />Keyword Cloud Responses<br />www.fivesecondtest.com<br />
    100. 100. Optimizing Conversions: The Landing Page<br />Tool: Clicktest (from Usability Hub)<br />www.theclicktest.com<br />
    101. 101. Optimizing Conversions: The Landing Page<br />Cheap Tool: Navflow (from Usability Hub)<br /><ul><li>Have users test your ideal vision of a navigation flow
    102. 102. See how many get it right (according to your vision)
    103. 103. Find holes in your design flow</li></ul>www.navflow.com<br />
    104. 104. Optimizing Conversions: The Landing Page<br />Tool: Navflow (from Usability Hub)<br /><ul><li>Success/failure report
    105. 105. Identify holes/gaps
    106. 106. Retest</li></ul>www.navflow.com<br />
    107. 107. Optimizing Conversions: The Landing Page<br />Cheap Tool: Attention Wizard<br /><ul><li>Predictive Heatmap
    108. 108. Predicts eye movements</li></ul>Price: From $6 a test, also subscription option<br />www.attentionwizard.com<br />
    109. 109. Optimizing Conversions: The Landing Page<br />Free Tool: Mobile Phone Emulator<br />www.mobilephoneemulator.com<br />
    110. 110. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />www.usertesting.com<br />
    111. 111. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />Follow up questions after site review<br />Standard demographics<br />www.usertesting.com<br />
    112. 112. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />Video<br />Follow Up Question Answers<br />Can also pick your own users<br />Price: $39 per test<br />www.usertesting.com<br />
    113. 113. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />www.feedbackarmy.com<br />
    114. 114. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />Price: $15 for 10 answers<br />www.feedbackarmy.com<br />
    115. 115. Optimizing Conversions:Survey Data<br />Free Tool: 4Q Survey<br />Designed by Avinash<br /><ul><li>Free for first 100 responses
    116. 116. 4 basic questions
    117. 117. Simple java script implementation
    118. 118. GA integration</li></ul>www.4qsurvey.com<br />
    119. 119. Optimizing Conversions: Practical Methodology<br />The Three Click Rule: Forget it<br />
    120. 120. Optimizing Conversions: Practical Methodology<br />Make Crumbs<br />
    121. 121. Optimizing Conversions: Practical Methodology<br />Always allow time for testing<br />
    122. 122. Optimizing Conversions: Practical Methodology<br />Testing & Segmenting: Start Simple<br /><ul><li>Buyers & Non-Buyers (on your email list)
    123. 123. Product Line
    124. 124. Traffic Source / Initial Touch</li></li></ul><li>Optimizing Conversions: Practical Methodology<br />Score Everything<br /><ul><li> Automated = Best; Manual = Can Work
    125. 125. Not rocket science – start simple
    126. 126. Learn & adjust
    127. 127. Buy in from Stakeholders</li></ul>5<br />2<br />1<br />
    128. 128. Post Conversion <br />Congratulations! You got the conversion!!!<br />
    129. 129. Post Conversion <br />How it may look today (if you haven’t yet done what I’ve talked about)<br />06/22/2011<br />
    130. 130. Post ConversionYour view of the web based leads<br />
    131. 131. Post ConversionSales’ view of web leads<br />
    132. 132. Post Conversion<br />Close the Loop<br />
    133. 133. Post Conversion<br />Dollars & Margins (where you can)<br />Phone Order E-Commerce Order<br />
    134. 134. Post Conversion<br />Reporting<br />Have a dashboard that tells your story (but that’s another session)<br />
    135. 135. Takeaway Points<br />Understand what a conversion is<br />Determine what applies to your business<br />Measure<br />Test<br />Post Conversion: Close the Loop<br />
    136. 136. Thank You<br />Practical Methods for Conversion Optimization<br />Adam Proehl<br />Managing Partner<br />adam@nordicclick.com<br />952-460-3331<br />@adamproehl<br />www.linkedin.com/in/adamproehl<br />Post Click Marketing<br />
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