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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Post Click Marketing: Optimizing Conversions Presentation 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
    • Traffic Source
    • 55. Campaign
    • 56. User Systems
    • 57. New vs. Returning Visitors
    • 58. Keyword Phrase
  • 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)
    • Videos
    • 66. Downloads
    • 67. Links out
    • 68. Case Studies
  • 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:
    • Hovers
    • 80. Hover Conversion
    • 81. Time to Click
    • 82. Hesitation
    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)
    • Success/failure report
    • 105. Identify holes/gaps
    • 106. Retest
    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