“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

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

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

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

Learning from face-to-face selling

Learning from face-to-face selling

“Method marketing”

“Method marketing”

“Method marketing”

Don’t copy the page
—copy our process

How long should
a page be?

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

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!

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