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

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  • 1. “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
  • 2. 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.
  • 3. Who are Conversion Rate Experts?
  • 4. …we tripled the revenues of this business, up to $9.1 million
  • 5. …spending $250,000 per month on advertising
  • 6. …the 3rd-fastest-growing website in the world!
  • 7. First-ever Google-authorized consulting partner in Europe
  • 8. Weight loss website •  $5 million business. •  Our rst test resulted in an overnight 67% increase in sales.
  • 9. 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.
  • 10. e-Commerce site •  Increased total sales by 50.3%. • “That is incredible, hopefully we can eliminate the effects of the recession.”
  • 11. Recruitment website •  Increased sales by 102%, then 32%, then 35% within two weeks of starting.
  • 12. What do we do? It’s not about the tools… it’s what you do with them
  • 13. What do we do? It’s not about the tools… it’s what you do with them
  • 14. What do we do? It’s not about the tools… it’s what you do with them
  • 15. What do we do? It’s not about the tools… it’s what you do with them
  • 16. Designing your experimental web pages (your “challengers”) Creating your experimental strategy
  • 17. •  SEO agency and membership site •  Experienced with conversion… 14 out of 273 pages devoted to SEOmoz
  • 18. 52% increase from rst split test
  • 19. William Monkeyspeare
  • 20. Do you need a Wii?
  • 21. O/CO —a more sophisticated approach (O/CO=Objection/Counter-Objection)
  • 22. Objection
  • 23. Counter-objection
  • 24. 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
  • 25. What you need to know: (i) Desires: What visitors want (ii) Objections: Why they’re abandoning
  • 26. www.conversion-rate-experts.com/articles
  • 27. 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)
  • 28. Surveying customers and non-customers
  • 29. 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?
  • 30. Learning from face-to-face selling 1. Going through your website with salespeople. 2. Listening to customer calls. 3. Get reports on the FAQs.
  • 31. 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.
  • 32. Learning from face-to-face selling
  • 33. Learning from face-to-face selling
  • 34. Learning from face-to-face selling
  • 35. “Method marketing”
  • 36. “Method marketing”
  • 37. “Method marketing”
  • 38. Don’t copy the page —copy our process
  • 39. How long should a page be?
  • 40. How long should a page be?
  • 41. How long should a page be? Amazon product page
  • 42. How did we get the rest of the 170%?
  • 43. Funnel optimization
  • 44. Funnel optimization
  • 45. “$1 offer” campaign
  • 46. “$1 offer” campaign •  To existing email subscribers •  Great service—reduce risk
  • 47. “$1 offer” campaign How to write emails that convert •  write email in your own email client •  write to a particular person •  bene ts •  no waffle •  avoid “used car salesmanship”
  • 48. …from a private offer!
  • 49. New subscribers
  • 50. Subscription payments ($)
  • 51. 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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