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. 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
- 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
- 29. What Conversions Matter? How do you determine?
- 32. What Conversions Matter? Sub initiatives
- 33. What Conversions Matter? Map your external stakeholder touch points Start Here Simplified Example
- 36. Benchmarks
- 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
- 55. Campaign
- 56. User Systems
- 57. New vs. Returning Visitors
- 59. Measurements Assigning Value – Not all conversions are created equal
- 60. Measurements Doing the Math: Simple B2B Example Balance averages with granularity
- 62. Have buy-in from appropriate stakeholders
- 64. Measurements Assigning Value: Assists Where would he be without these guys?
- 66. Downloads
- 67. Links out
- 69. Measurements Deeper Segmentation – Type of Event
- 74. Optimizing Conversions Convergence of Art & Science Image Credit: Elaine Strosberg, UCLA
- 75. Optimizing Conversions User Experience
- 77. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
- 78. Simple java script code
- 80. Hover Conversion
- 81. Time to Click
- 83. Optimizing Conversions Cheap (maybe) Tool: ClickTale Form Analysis www.clicktale.com
- 86. Other HeatmapsPrice: Free for 400 pageviews / mo $99/mo for 20k pageviews/mo Bigger plans for bigger sites
- 87. Optimizing Conversions 5 Seconds
- 89. Pick your users
- 90. 48 hour time limit from start
- 91. One Simple Task: “The most remembered words and phrases for your webpage”
- 94. Earn freebies by particpiating in tests
- 95. Can also have your own group of users perform taskswww.usabilityhub.com
- 97. Ask follow up questions after image removed
- 98. Select number of responses you wantwww.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
- 102. See how many get it right (according to your vision)
- 103. Find holes in your design flowwww.navflow.com
- 105. Identify holes/gaps
- 108. Predicts eye movementsPrice: 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
- 116. 4 basic questions
- 117. Simple java script implementation
- 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
- 123. Product Line
- 125. Not rocket science – start simple
- 126. Learn & adjust
- 127. Buy in from Stakeholders5 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
Editor's Notes
- Just a couple of examples