Landing Page Success Story: How We Increased SEOmoz's Sales by 170%

“How we grew the sales of SEOmoz by 170% —and how you can use the same process on your own website.” Karl Blanks, Ben Jesson, Stephen Pavlovich

What you will get in the next 60 minutes 1.  The changes we made—and why we made them. 2.  The process we used, so you can grow your own business.

Who are Conversion Rate Experts?

…we tripled the revenues of this business, up to $9.1 million

…spending $250,000 per month on advertising

…the 3rd-fastest-growing website in the world!

First-ever Google-authorized consulting partner in Europe

Weight loss website •  $5 million business. •  Our rst test resulted in an overnight 67% increase in sales.

B2B info marketing site •  More than doubled its conversion rate (to 52%). •  Cost-per-lead halved, which dramatically increased the number of leads the company could aﬀord.

e-Commerce site •  Increased total sales by 50.3%. • “That is incredible, hopefully we can eliminate the eﬀects of the recession.”

Recruitment website •  Increased sales by 102%, then 32%, then 35% within two weeks of starting.

What do we do? It’s not about the tools… it’s what you do with them

Designing your experimental web pages (your “challengers”) Creating your experimental strategy

•  SEO agency and membership site •  Experienced with conversion… 14 out of 273 pages devoted to SEOmoz

52% increase from rst split test

William Monkeyspeare

Do you need a Wii?

O/CO —a more sophisticated approach (O/CO=Objection/Counter-Objection)

Objection

Counter-objection

The O/CO Approach Then make changes that address these objections Determine the objections •  If they don’t trust your company Build trust elements •  Then… If they don’t believe your product …is better than competitors …show advantages over competitors …is better than nothing …show bene ts over “nothing” …show proof it works …works •  Use techniques to improve If they don’t understand what you’re comprehension offering •  Make more offers If you aren’t making enough offers •  If they see the decision as being too Use risk reduction strategies risky

What you need to know: (i) Desires: What visitors want (ii) Objections: Why they’re abandoning

www.conversion-rate-experts.com/articles

How did we get into the minds of the customers? 1.  Surveyed…paying members, non-paying members and cancelling members 2.  Learning from face-to-face selling 3.  “Method Marketing”—we became the customer 4.  Usability tests (used Twitter) 5.  Split test (Omniture Test&Target)

Surveying customers and non-customers

Learning from face-to-face selling 1.  What keeps customers awake at night? 2.  What are they afraid of? 3.  What are they angry about? 4.  What are the trends occurring in their business/industry? 5.  What do they want most of all?

Learning from face-to-face selling 1. Going through your website with salespeople. 2. Listening to customer calls. 3. Get reports on the FAQs.

Learning from face-to-face selling 1.  Asking salespeople to create a table of objections and counter-objections. 2.  Seeking out an opportunity to sell face to face.

Learning from face-to-face selling

“Method marketing”

Don’t copy the page —copy our process

How long should a page be?

How long should a page be? Amazon product page

How did we get the rest of the 170%?

Funnel optimization

“$1 oﬀer” campaign

“$1 oﬀer” campaign •  To existing email subscribers •  Great service—reduce risk

“$1 oﬀer” campaign How to write emails that convert •  write email in your own email client •  write to a particular person •  bene ts •  no waﬄe •  avoid “used car salesmanship”

…from a private oﬀer!

New subscribers

Subscription payments ($)

Get even more, free… •  “108 Conversion Tips” •  “14 Free Conversion Tools” •  Conversion-rate-experts.com/articles/ •  Sign up for free newsletter

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Landing Page Success Story: How We Increased SEOmoz's Sales by 170%

by a4uexpo Conference on May 06, 2009

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Landing Page Success Story: How We Increased SEOmoz’s Sales by 170% — Presentation Transcript