Boost your profits without spending more on web advertising Bernard May President Matt Vandewouvwer  Creative Director @na...
Agenda <ul><li>What could conversion optimization do for your site? </li></ul><ul><li>The importance of web page goal sett...
What is a Conversion? <ul><li>Completing a lead form </li></ul><ul><li>Buying a product </li></ul><ul><li>Taking an action...
What could conversion optimization do for your site?
Why Conversion? <ul><ul><li>Scenario 1: </li></ul></ul><ul><ul><li>Spend:  $2000  per month on Internet Advertising </li><...
Why Conversion? Boost your profits without spending more on web advertising <ul><ul><li>Scenario 2: </li></ul></ul><ul><ul...
The importance of web page goals
Page Goals
Page Goals
Understanding funnels
Understanding Funnels
Understanding Funnels <ul><li>The pathways people take to goals you have set.  </li></ul><ul><ul><li>For example, a typica...
Psychology of optimization
Understanding Your Audience
Why People Buy <ul><li>The buying process is based on needs and psychology </li></ul><ul><ul><li>Researchers know that peo...
Elements to Tune
Conversion Factors <ul><li>Compelling headlines </li></ul><ul><li>Copy to persuade and build trust </li></ul><ul><li>Appro...
Testing Page Factors
Golden Triangle  Study conducted by Gord Hotchkiss From Enquiro <ul><li>Example Includes: </li></ul><ul><li>Headline </li>...
Headlines <ul><li>Studies show that 80% of visitors read the headline </li></ul><ul><li>Changing a single word can improve...
Website Copy <ul><li>Grab visitor ’s attention with a hard-hitting headline </li></ul><ul><li>Guide visitors through the s...
Content
Amazon
Amazon Cont. Before… After…
Focus on the Benefits <ul><li>How will your product improve the lives of the prospect? </li></ul><ul><li>How will it solve...
Using Emotive Language
Website Graphics <ul><li>The right graphics increase  conversion </li></ul><ul><li>Pictures not only attract the eye,  but...
 
 
Confidence Builders <ul><li>Testimonials  </li></ul><ul><li>Security images/icons  </li></ul><ul><li>Phone numbers for you...
The Power of Testimonials
Web 2.0 Conversion Factors <ul><li>Create Interactivity </li></ul><ul><li>Audio (Testimonials, directions) </li></ul><ul><...
Confusing Navigation (before)
Confusing Navigation (after)
Clear Call to Action
Colors and Contrast
Clutter Free
How to develop your optimization plan
Implementation Strategy <ul><li>Analytics review </li></ul><ul><li>Test page selection </li></ul><ul><li>Test methodology ...
Typical Pages to Optimize <ul><li>What pages will we test </li></ul><ul><ul><li>Top 3 bounce pages </li></ul></ul><ul><ul>...
Google Optimizer <ul><li>Besides being a free tool </li></ul><ul><li>Does not affect rankings </li></ul><ul><li>Tightly in...
Avoiding common mistakes
Testing Mistakes <ul><li>Testing too much at once </li></ul><ul><li>Testing what doesn’t matter </li></ul><ul><li>Testing ...
Best practices
SEO and Conversion Optimization <ul><li>Optimize your landing pages to convert well for your most important keywords </li>...
Action Plan
Your action plan <ul><li>Review your analytics </li></ul><ul><li>Identify the 3 pages you would like to start testing </li...
Conclusion <ul><li>Boosting conversion can: </li></ul><ul><li>Increase sales without increasing you advertising spend </li...
Free Site Analysis <ul><li>Contact Adam 818.532.3665 </li></ul><ul><li>[email_address] </li></ul>
Q & A
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How to Convert More Traffic Into Sales and Leads

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Convert your traffic. Create more leads and sales.

In our FREE webinar, "How to Convert Traffic Into More Leads and Sales," National Positions CEO Bernard May shows you how to use your website to maximize your profits.

You'll learn how to increase sales, reduce your acquisition costs and turn your website into an efficient, 24-hours salesman for your business.

Published in: Self Improvement
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  • Use emotion. Zig Ziglar has told sales professionals for decades that people buy emotionally. They buy with their hearts, then justify that decision with their heads. Your headline is the emotional hook. “Solve Your Tax Problem” isn’t as emotionally powerful as “Get The Greedy IRS Out Of Your Pocket!” • Ask a question. Questions excite the brain. But make sure it ’s a question that demands an answer beyond yes or no. A yes isn’t compelling enough to keep somebody reading, and a no can stop a reader dead. • Focus on a problem. Don ’t offer a solution. Make a visitor read to get that! When you eventually do offer a solution, it will be even more powerful when the reader has his mind on the problem. • Pique curiosity. If you get a reader ’s mind craving to know the answer, or the solution, or the explanation, you probably have a winner. Change sets of Components on the page The goal is to modify a set of components to do a better job of getting you the conversion you want Our methodology moves us from ‘less right’ to ‘more right’ over time as we test our way to improvement
  • White space is possibly the most important factor to consider. It will allow the user to focus on the meaningful content within each section. Break up lengthy pieces of information into digestible blocks of text, utilizing headings, sub-headings, bullets, blockquotes and paragraphs. Readable content is important, so use a good line height that is large enough to make content scannable. Margins and letter spacing also need to be taken into consideration.
  • Studies have shown that testimonials can have a significant impact on conversion One study tested several changes to a landing page, one of which was to increase the visibility of testimonials. Those changes improved the overall conversion rate by 40.7% MarketingExperiments.com, “Optimizing Landing Pages 2006” (05/23/2006) Another study of a free trial offer page included moving testimonials to the right column so that, “even if visitors do not specifically read the testimonials, they still notice that the whole page has testimonials down its side. This allowed the sales message to flow uninterrupted without sacrificing credibility.” That change and others improved conversion on the page by 89.47% MarketingExperiments.com, “Optimizing Free Trial Offers” (12/15/2006)
  • The design of a call to action can be broken down into 4 simple elements — size, shape, color, and position. Each plays a vital part in determining how effective the call to action is in directing the user. Don’t make your users work or think, or they’ll leave. It’s not that they aren’t smart, it’s that they want access to information quickly without spending unnecessary time searching for it. Don’t overdo it with multiple, competing calls to action on every page. Decide what your primary target is and then define a clear objective per page. Your content should have answered, “What’s in it for me?” and your call to action should now answer, “What do I do now?”
  • Using a free a Color Contrast tool (which conforms to accepted standards) you can easily check to see how the contrast on your website measures up. Research how major sites use color and contrast to improve readability and highlight specific sections, and use this knowledge to experiment with color schemes. One of best ways to enhance contrast is by creating size differences between elements, making some things appear larger than others. This works especially well within a minimal color scheme, and it means you don’t have to necessarily rely on color.
  • How to Convert More Traffic Into Sales and Leads

    1. 1. Boost your profits without spending more on web advertising Bernard May President Matt Vandewouvwer Creative Director @natl_ positions
    2. 2. Agenda <ul><li>What could conversion optimization do for your site? </li></ul><ul><li>The importance of web page goal setting </li></ul><ul><li>What are funnels and why do they matter? </li></ul><ul><li>Introduction to the psychology of optimization </li></ul><ul><li>Which website elements should you tune? </li></ul><ul><li>How to developing your optimization plan </li></ul><ul><li>Mistakes to avoid </li></ul><ul><li>Best practices and action plan </li></ul>
    3. 3. What is a Conversion? <ul><li>Completing a lead form </li></ul><ul><li>Buying a product </li></ul><ul><li>Taking an action </li></ul><ul><ul><li>Clicking through to a category page </li></ul></ul><ul><ul><li>Clicking through to a product detail page </li></ul></ul><ul><ul><li>Downloading a white paper </li></ul></ul><ul><ul><li>Moving to the next stage in the checkout process </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    4. 4. What could conversion optimization do for your site?
    5. 5. Why Conversion? <ul><ul><li>Scenario 1: </li></ul></ul><ul><ul><li>Spend: $2000 per month on Internet Advertising </li></ul></ul><ul><ul><li>Generate 5000 visitors </li></ul></ul><ul><ul><li>Conversion: 1% </li></ul></ul><ul><ul><li>Total 50 conversions </li></ul></ul><ul><ul><li>Acquisition cost: $40 dollars </li></ul></ul>
    6. 6. Why Conversion? Boost your profits without spending more on web advertising <ul><ul><li>Scenario 2: </li></ul></ul><ul><ul><li>Spend: $2000 per month on Internet Advertising </li></ul></ul><ul><ul><li>Generate 5000 visitors </li></ul></ul><ul><ul><li>Conversion: 2% </li></ul></ul><ul><ul><li>Total 100 conversions </li></ul></ul><ul><ul><li>Acquisition cost: $20 dollars </li></ul></ul>
    7. 7. The importance of web page goals
    8. 8. Page Goals
    9. 9. Page Goals
    10. 10. Understanding funnels
    11. 11. Understanding Funnels
    12. 12. Understanding Funnels <ul><li>The pathways people take to goals you have set. </li></ul><ul><ul><li>For example, a typical page flow for an online marketer trying to sell a single product might look like this: </li></ul></ul>
    13. 13. Psychology of optimization
    14. 14. Understanding Your Audience
    15. 15. Why People Buy <ul><li>The buying process is based on needs and psychology </li></ul><ul><ul><li>Researchers know that people buy for rational and emotional reasons </li></ul></ul><ul><ul><li>Customers want to build confidence, credibility and trust </li></ul></ul><ul><ul><li>Buyers care most about benefits </li></ul></ul><ul><ul><li>Visitors care about their needs and not yours </li></ul></ul>
    16. 16. Elements to Tune
    17. 17. Conversion Factors <ul><li>Compelling headlines </li></ul><ul><li>Copy to persuade and build trust </li></ul><ul><li>Appropriate graphics and colors </li></ul><ul><li>Calls to action </li></ul><ul><li>Action assurances to build trust </li></ul><ul><li>Easy ways to contact you </li></ul><ul><li>Quick load times </li></ul><ul><li>Product offer(s) (Product, Pricing, Positioning) </li></ul><ul><li>Web 2.0 (video, interactive forms) </li></ul>
    18. 18. Testing Page Factors
    19. 19. Golden Triangle Study conducted by Gord Hotchkiss From Enquiro <ul><li>Example Includes: </li></ul><ul><li>Headline </li></ul><ul><li>Key Selling Point </li></ul><ul><li>Hero Shot </li></ul><ul><li>Call to Action </li></ul>
    20. 20. Headlines <ul><li>Studies show that 80% of visitors read the headline </li></ul><ul><li>Changing a single word can improve conversion by 40-50% </li></ul><ul><li>Characteristics of a good headline </li></ul><ul><ul><li>Be brief </li></ul></ul><ul><ul><li>Use emotion </li></ul></ul><ul><ul><li>Ask a question </li></ul></ul><ul><ul><li>Focus on a problem </li></ul></ul><ul><ul><li>Pique curiosity </li></ul></ul>Want To Shock The Others In Your Foursome By Blasting The Ball 300 Yards Off The Tee?
    21. 21. Website Copy <ul><li>Grab visitor ’s attention with a hard-hitting headline </li></ul><ul><li>Guide visitors through the sales process </li></ul><ul><li>Anticipate objections </li></ul><ul><li>Motivate visitors to take action </li></ul><ul><li>Make it easy for visitors to take action </li></ul><ul><li>Focus on applied benefits </li></ul><ul><li>Formatting text </li></ul><ul><ul><li>Use bullets </li></ul></ul><ul><ul><li>Allow scanning and skimming </li></ul></ul>
    22. 22. Content
    23. 23. Amazon
    24. 24. Amazon Cont. Before… After…
    25. 25. Focus on the Benefits <ul><li>How will your product improve the lives of the prospect? </li></ul><ul><li>How will it solve their problem? </li></ul><ul><li>Use the words You and Yours and not I and mine </li></ul>
    26. 26. Using Emotive Language
    27. 27. Website Graphics <ul><li>The right graphics increase conversion </li></ul><ul><li>Pictures not only attract the eye, but they also can keep the page simple </li></ul><ul><li>Make graphics clickable </li></ul><ul><li>Put graphics near almost any clickable thing to increase click throughs </li></ul><ul><li>Colors combinations can have a significant impact on conversion </li></ul>
    28. 30. Confidence Builders <ul><li>Testimonials </li></ul><ul><li>Security images/icons </li></ul><ul><li>Phone numbers for your business </li></ul><ul><li>Live help (sales booster) </li></ul>
    29. 31. The Power of Testimonials
    30. 32. Web 2.0 Conversion Factors <ul><li>Create Interactivity </li></ul><ul><li>Audio (Testimonials, directions) </li></ul><ul><li>Video (Testimonials and Product Walk Throughs) </li></ul><ul><li>Interactive Forms (include calculators, survey etc.) </li></ul>
    31. 33. Confusing Navigation (before)
    32. 34. Confusing Navigation (after)
    33. 35. Clear Call to Action
    34. 36. Colors and Contrast
    35. 37. Clutter Free
    36. 38. How to develop your optimization plan
    37. 39. Implementation Strategy <ul><li>Analytics review </li></ul><ul><li>Test page selection </li></ul><ul><li>Test methodology </li></ul><ul><li>Google website optimizer integration </li></ul><ul><li>Review results </li></ul><ul><li>Refine </li></ul>
    38. 40. Typical Pages to Optimize <ul><li>What pages will we test </li></ul><ul><ul><li>Top 3 bounce pages </li></ul></ul><ul><ul><li>Top 3 exit pages </li></ul></ul><ul><ul><li>Top 3 key pages </li></ul></ul><ul><li>Opt-in pages </li></ul><ul><li>Lead Generation Pages </li></ul><ul><li>Sales Pages </li></ul><ul><li>Thank You Pages </li></ul><ul><li>Home Pages </li></ul><ul><li>Ecommerce Pages </li></ul>
    39. 41. Google Optimizer <ul><li>Besides being a free tool </li></ul><ul><li>Does not affect rankings </li></ul><ul><li>Tightly integrated with Google Adwords </li></ul><ul><li>No complicated software or databases to install </li></ul><ul><li>Works with static and dynamic pages (htm, html, php, cfm, asp, aspx and more) </li></ul><ul><li>Traffic can be easily split for multivariate and a/b split tests. Each possible combination gets roughly equal exposure </li></ul><ul><li>It is a very powerful statistical tool for people who are not statisticians </li></ul>
    40. 42. Avoiding common mistakes
    41. 43. Testing Mistakes <ul><li>Testing too much at once </li></ul><ul><li>Testing what doesn’t matter </li></ul><ul><li>Testing not enough difference </li></ul><ul><li>Ignore Noise </li></ul><ul><li>Not testing long enough </li></ul><ul><li>Starting with the home page </li></ul><ul><li>Collecting insufficient data </li></ul><ul><li>Seasonality </li></ul><ul><li>Not considering the effect of pricing </li></ul>
    42. 44. Best practices
    43. 45. SEO and Conversion Optimization <ul><li>Optimize your landing pages to convert well for your most important keywords </li></ul><ul><li>Choose the profile of target audience based on keyword traffic </li></ul><ul><li>Write copy around the major keywords </li></ul>
    44. 46. Action Plan
    45. 47. Your action plan <ul><li>Review your analytics </li></ul><ul><li>Identify the 3 pages you would like to start testing </li></ul><ul><li>Select 3 factors that you would like to test </li></ul><ul><li>Make mockups first your first test page </li></ul><ul><li>Implement Google Website Optimizer </li></ul><ul><li>Begin your first test </li></ul>
    46. 48. Conclusion <ul><li>Boosting conversion can: </li></ul><ul><li>Increase sales without increasing you advertising spend </li></ul><ul><li>Requires understanding of where issues exist </li></ul><ul><li>Takes a methodical ongoing testing approach </li></ul><ul><li>Can make a significant impact on your business </li></ul><ul><li>Can be the single biggest return on your investment </li></ul>
    47. 49. Free Site Analysis <ul><li>Contact Adam 818.532.3665 </li></ul><ul><li>[email_address] </li></ul>
    48. 50. Q & A
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