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Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
Post Click Marketing: Optimizing Conversions
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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

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

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    • 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. 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. 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. What I want to leave you with<br />Practical takeaways<br />Useful Best Practices<br />Useful Tools<br />Hope<br />
    • 5. What is a Conversion?<br />?<br />
    • 6. What is a Conversion?<br />$$<br />
    • 7. What is a Conversion?<br />The Obvious Ones:<br />
    • 8. What is a Conversion?<br />Commerce Transaction:<br />
    • 9. What is a Conversion?<br />Free Trial:<br />
    • 10. What is a Conversion?<br />Request a Quote:<br />
    • 11. What is a Conversion?<br />Contact Us Form:<br />
    • 12. What is a Conversion?<br />Phone Call:<br />
    • 13. What is a Conversion?<br />Whitepaper Download:<br />
    • 14. What is a Conversion<br />The “not always so obvious”<br />
    • 15. What is a Conversion?<br />Types of Conversions: A simplified lame sports analogy<br />Points<br />Assists<br />
    • 16. What is a Conversion<br />Watch a video<br />
    • 17. What is a Conversion<br />Read Case Study<br />
    • 18. What is a Conversion<br />View Site Content<br />
    • 19. What is a Conversion?<br />Email Us:<br />
    • 20. What is a Conversion<br />Social Links<br />
    • 21. What is a Conversion<br />Email Signup<br />
    • 22. What is a Conversion?Understand conversion metrics<br /><ul><li>You get the name
    • 23. Follow up action/deliverable required
    • 24. Varying degrees of value
    • 25. May not capture name
    • 26. Might not be an immediate follow up action
    • 27. Possibly set them up for a return visit/hard conversion</li></li></ul><li>What is Not a Conversion?<br />…Any “conversion” that doesn’t translate into $$ (earned or saved)<br />
    • 28. What Conversions Matter?<br />
    • 29. What Conversions Matter?<br />How do you determine?<br />
    • 30. What Conversions Matter?<br />Starting Point: Business Objectives<br /><ul><li>What is your business’ reason for existence?
    • 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. What Conversions Matter? <br />Sub initiatives <br />
    • 33. What Conversions Matter? Map your external stakeholder touch points<br />Start Here<br />Simplified Example<br />
    • 34. What Conversions Matter? Involve Stakeholders & Define Success Early<br /><ul><li>Business Objectives
    • 35. Success Measurements
    • 36. Benchmarks
    • 37. Get Stakeholder Buy-In
    • 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. Measurements<br />Web Analytics<br />
    • 40. Measurements<br />So My Site Conversion Rate is:<br />Who Cares? <br />
    • 41. Measurements<br />Site Conversion:<br />Without context, it’s a useless stat<br />
    • 42. Measurements<br />The Flaw of Averages<br />
    • 43. Measurements<br />Making Conversion Metrics Useful: Adding Context<br />Segmentation<br />Assigning Value<br />
    • 44. Measurements<br />Segmentation – let’s start simple<br />
    • 45. Measurements<br />Traffic Segmentation – “Points” Conversion<br />Averages<br />Broken out<br />
    • 46. Measurements<br />Traffic Segmentation – A level deeper: keywords<br />
    • 47. Measurements<br />Traffic Segmentation – Understanding Behavior<br />New Visitor<br />Returning Visitor<br />“Assists” are paying off<br />
    • 48. Measurements<br />Deeper Segmentation – Understanding Behavior<br />How do specific campaigns convert my returning visitor?<br />New Visitor<br />
    • 49. Measurements<br />Deeper Segmentation: understanding what your content is being viewed on<br />
    • 50. Measurements<br />What volume is mobile?<br />One of several ways to segment<br />
    • 51. Measurements<br />Deeper Segmentation – Mobile & Landing Pages & Search <br />
    • 52. Measurements<br />Deeper Segmentation – Mobile & Landing Pages & Search<br />
    • 53. Measurements<br />Deeper Segmentation – B2B Example - User Platform (Mobile)<br />Just Mobile <br />Conversions<br />Overall<br />
    • 54. Measurements<br />Deeper Segmentation – Some Basic Things to Look For<br /><ul><li>Traffic Source
    • 55. Campaign
    • 56. User Systems
    • 57. New vs. Returning Visitors
    • 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. Measurements<br />Assigning Value – Not all conversions are created equal<br />
    • 60. Measurements<br />Doing the Math: Simple B2B Example<br />Balance averages with granularity<br />
    • 61. Measurements<br />Assigning Value (Google Analytics Example)<br /><ul><li>Document method for assigning value
    • 62. Have buy-in from appropriate stakeholders
    • 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. Measurements<br />Assigning Value: Assists<br />Where would he be without these guys?<br />
    • 65. Measurements<br />Events (Google Analytics Example)<br /><ul><li>Videos
    • 66. Downloads
    • 67. Links out
    • 68. Case Studies</li></li></ul><li>Measurements<br />Assigning Value: Understanding Assists<br />Free <br />Downloads<br />
    • 69. Measurements<br />Deeper Segmentation – Type of Event<br />
    • 70. Measurements  Optimization<br />Befriend a Geek<br /><ul><li>Special Tagging Needs
    • 71. Business Requirements
    • 72. Tracking Vigilance
    • 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. Optimizing Conversions<br />Convergence of Art & Science<br />Image Credit: Elaine Strosberg, UCLA<br />
    • 75. Optimizing Conversions<br />User Experience<br />
    • 76. Optimizing Conversions<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
    • 77. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
    • 78. Simple java script code
    • 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. Hover Conversion
    • 81. Time to Click
    • 82. Hesitation</li></ul>www.clicktale.com<br />
    • 83. Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
    • 84. Optimizing Conversions<br />Other ClickTale Features:<br /><ul><li>Session Recordings
    • 85. Conversion Funnels
    • 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. Optimizing Conversions<br />5 Seconds<br />
    • 88. Optimizing Conversions: The Landing Page<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
    • 89. Pick your users
    • 90. 48 hour time limit from start
    • 91. One Simple Task: “The most remembered words and phrases for your webpage”
    • 92. Price: Free</li></ul>www.clueapp.com<br />
    • 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. Earn freebies by particpiating in tests
    • 95. Can also have your own group of users perform tasks</li></ul>www.usabilityhub.com<br />
    • 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. Ask follow up questions after image removed
    • 98. Select number of responses you want</li></ul>www.fivesecondtest.com<br />
    • 99. Optimizing Conversions: The Landing Page<br />Tool: Five Second Test (from Usability Hub)<br />Keyword Cloud Responses<br />www.fivesecondtest.com<br />
    • 100. Optimizing Conversions: The Landing Page<br />Tool: Clicktest (from Usability Hub)<br />www.theclicktest.com<br />
    • 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. See how many get it right (according to your vision)
    • 103. Find holes in your design flow</li></ul>www.navflow.com<br />
    • 104. Optimizing Conversions: The Landing Page<br />Tool: Navflow (from Usability Hub)<br /><ul><li>Success/failure report
    • 105. Identify holes/gaps
    • 106. Retest</li></ul>www.navflow.com<br />
    • 107. Optimizing Conversions: The Landing Page<br />Cheap Tool: Attention Wizard<br /><ul><li>Predictive Heatmap
    • 108. Predicts eye movements</li></ul>Price: From $6 a test, also subscription option<br />www.attentionwizard.com<br />
    • 109. Optimizing Conversions: The Landing Page<br />Free Tool: Mobile Phone Emulator<br />www.mobilephoneemulator.com<br />
    • 110. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />www.usertesting.com<br />
    • 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. 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. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />www.feedbackarmy.com<br />
    • 114. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />Price: $15 for 10 answers<br />www.feedbackarmy.com<br />
    • 115. Optimizing Conversions:Survey Data<br />Free Tool: 4Q Survey<br />Designed by Avinash<br /><ul><li>Free for first 100 responses
    • 116. 4 basic questions
    • 117. Simple java script implementation
    • 118. GA integration</li></ul>www.4qsurvey.com<br />
    • 119. Optimizing Conversions: Practical Methodology<br />The Three Click Rule: Forget it<br />
    • 120. Optimizing Conversions: Practical Methodology<br />Make Crumbs<br />
    • 121. Optimizing Conversions: Practical Methodology<br />Always allow time for testing<br />
    • 122. Optimizing Conversions: Practical Methodology<br />Testing & Segmenting: Start Simple<br /><ul><li>Buyers & Non-Buyers (on your email list)
    • 123. Product Line
    • 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. Not rocket science – start simple
    • 126. Learn & adjust
    • 127. Buy in from Stakeholders</li></ul>5<br />2<br />1<br />
    • 128. Post Conversion <br />Congratulations! You got the conversion!!!<br />
    • 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. Post ConversionYour view of the web based leads<br />
    • 131. Post ConversionSales’ view of web leads<br />
    • 132. Post Conversion<br />Close the Loop<br />
    • 133. Post Conversion<br />Dollars & Margins (where you can)<br />Phone Order E-Commerce Order<br />
    • 134. Post Conversion<br />Reporting<br />Have a dashboard that tells your story (but that’s another session)<br />
    • 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. 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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