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Conversion Architecture: Key Steps to Converting Traffic to Business

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Conversion Architecture: Key Steps to Converting Traffic to Business Presentation Transcript

  • 1. The Key Steps To Converting Online Traffic Into Business By Baltej Gill
  • 2. SEO PPC Email Web Analytics Social Offline Media Mobile Marketing
  • 3. Let’s Define Conversion “A conversion is getting someone to take a predetermined action that you want to track and measure”. “You must understand the impact of that action in your business”
  • 4. More Than Just A Pretty Site • Understanding what people are looking for • What problems/solutions they seek • Different points in their buying cycle • Different levels of knowledge • Understanding visitors behavior • Creating and segmenting visitor profiles
  • 5. Just Some Facts • 82% of all searched traffic will never end up on your home page! • Average time someone spends on a home page - 20 Seconds or less • Average time someone spends on a Landing page – 13.2 Seconds or less • 82% of all searches have local elements to them • Average Conversion Rate online is 2%
  • 6. How Information Is Read Online Visual Site Path
  • 7. Images & Colour • Studies show that people are first drawn to images on a page and then Colour • 83% of the population react to visual stimulation first
  • 8. The Way We Interact Today is changing
  • 9. The New Marketing Funnel!
  • 10. How Are People Spending Their Time Online
  • 11. How Do You Target Your Potential Clients
  • 12. Combine Your Strategies for ROI
  • 13. Search, Surf & Social
  • 14. Something To Think About • If 2% is a normal online conversion • Where did the other 98% go! • How can I get a higher percentage of that traffic to take action on my site.
  • 15. Reality Is • 100% of your ad spend budget is getting 2% of your business
  • 16. What Effects Conversion • The amount of activity on your site • The source of that activity • The nature of that activity • The results of that activity
  • 17. Relevance & Influence Drive Your Marketing Channels
  • 18. The Amount of Activity • How much traffic are your getting to your site • Are you getting enough traffic to make the internet a valuable business tool
  • 19. Page View • One Web Page • A person or bot that comes to your site Visit • 30 min inactivity = new visit • Has this visitor visited the website prior to the Unique Visitor active (selected) date range? Bounce • Only 1 page viewed / visitor Exit • The page where the user left the site
  • 20. Downloads Orders Per Time Spent Page Views Per Visit Visit on Site/Page Checkout Short Visits Checkout Form Started & Not <5 sec Completed Completed Completed
  • 21. Conversion is Key BEFORE AFTER Hartwell Hartwell CombiCarrier II HW-2200 P CombiCarrier II List Price: $1099.00 HW-2200 P $789.00 Your Price: $789.00 You Save: $310.00 (20%) Customers Who Bought This Product Also Bought
  • 22. Conversion Link Is Below The Fold
  • 23. Conversion is Key Apple 30GB iPod touch Apple 30GB iPod touch List Price: $400.00 $350.00 List Price: $350.00 You Save: $50.00 (20%) Buy Now Customers Who Bought This Product Also Bought
  • 24. What Are People Doing When They Are On Your Site
  • 25. What If ? • What If I Could See What They Looked At, The Order They Looked At In And The Action The Took Based On That Search Term • Would this allow you to make the necessary adjustments to increase our conversion!
  • 26. What Do You Want The Visitor To Do? • Sign up for your newsletter? • Add a product to the shopping cart? • Watch a video? • Print article or forward to a friend? • Bookmark the site? • Call directly? • Fill out a form?
  • 27. Landing Page Optimization • Ensure landing pages matches ad campaign (PPC, Social Media, Email Marketing) • The right images, colours, text, buttons, icons, calls to actions are all part of an effective landing page strategy
  • 28. HEADING 1 HEADING HEADING 2 HEADING 3 DESCRIPTION 1 DESCRIPTION 2 Description DESCRIPTION 3 CALL TO ACTION 1 Call To Action CALL TO ACTION 2 CALL TO ACTION 3
  • 29. WHICH factors delivers the best results based on that search term • Ad – Test multiple variations of PPC ads to track the click through rate in your ad groups, this helps to define your profile • Landing Page – Headline – Image (s) – Action – Offer “make sure you have enough traffic to validate your findings, the amount of test traffic can have a significant impact on your long term results”
  • 30. Results • 3 Week ROI • PPC CTR average over 6 weeks 14.1% • 4.7% conversion • 800+ people to site per day • 40% was referral traffic, using FaceBook & Yahoo Answers • Bundled & Split Tested PPC & SMO strategies
  • 31. Results • 7.3 Week ROI • PPC CTR average 7.2% • 439 people to the site • 26% was referral traffic, using Facebook • Bundled & Split Tested PPC & SMO strategies and we are continuing! • More of a branding exercise
  • 32. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
  • 33. Even With Social Media
  • 34. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
  • 35. Pianobench.com
  • 36. Piano Bench Sample
  • 37. Results • 7 Week ROI • PPC CTR average over 5 weeks 10.2% • Went from 1.6% to 5.7% conversion • Reduced PPC Ad Spend Budget $500 per month • Increased Sales by over 300% • Bundled Landing Pages & Split Tested PPC
  • 38. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
  • 39. Call To Action / Contact Forms
  • 40. Avoid Distractions • Do Not Distract your visitors • Eliminate Navigation on all Landing Pages • Remove any images or text that can divert the user from the goal of the page, Set Goals and Track Them • Minimize links (especially external) that can steer the user away from the page • Keep things simple and clean!
  • 41. 1 stSentence of Web Copy
  • 42. Building Quality Opt In – Use Existing Traffic – Use Double Opt In – Use Incentive – “We Value Your Privacy” – Refer A Friend
  • 43. What’s New To Think About! Mobile Marketing!
  • 44. Questions Come Join The Conversation Come Join The Conversation