Your SlideShare is downloading. ×
Post Click Marketing: Optimizing Conversions
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Post Click Marketing: Optimizing Conversions

2,866
views

Published on

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

Published in: Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,866
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Just a couple of examples
  • Transcript

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

    ×