Website Conversion Secrets<br />Angus Phillipson, WORKSsitebuilder<br />
Who are we?<br /><ul><li>Website content, marketing, & user management software for leading publishers
With ‘The Pharma Letter’ we practice what we preach
The Pharma Letter175% conversion rate increase, x2 site traffic month on month
Business Monitor International (BMI)Double subs conversions from 4-8%
Health & Safety Professional (Lexis Nexis)Trail registration sign-up 150% increase in 1 month
Moneyweek (Fleet Street Publications)increase from 1000-750,000 unique visitors / month,e-newsletter registrations up 340%...
Understand how visitors find + interact with your content
‘Voice of user’ (understand their language, motivation)
Listen to your audience (monitor site search, forums, feedback...)
Identify up front your Key Performance Indicators, conversion goals, + stakeholders to report to
Analyst role, be equipped to report and interpret KPIs
User testing and multivariate tools:
Google Website Optimizer; ClickTale; Silverback; Userfly; ... </li></li></ul><li>Content Targeting<br /><ul><li>The wrong ...
Real value is in ‘the long tail’, market the niche
Get the right content, in front of right people, at right time
Make your content work harder, repackage, retarget, micro-sites
Social media engagement + OpenID -> social discovery
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Website Conversion Secrets (SIPA Publisher Presentation)

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Presentation given to the Specialised Information Publishers Association SIPA on attraction, conversion and retention of (publication) website users and subscribers.

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  • Most will have been covered by earlier talksTherefore brief acknowledge / echo their points...
  • Increased traffic does not in itself = increased conversion + revenue (even in ad based model), e.g. Trinity Mirror (mirror football and 3am… targeted, market the niche…)
  • Need good system / tools to support this (automation, scheduling etc…)
  • Specific example of effective indexing for prominent search engine visibility in short time...Show analytics traffic profile?
  • Specific example article landing page with trial / subs barrier
  • SPECIFIC EXAMPLES FOR TESTING e.g. 2 versions for Pharma Letter subs barrier page?
  • Transcript of "Website Conversion Secrets (SIPA Publisher Presentation)"

    1. 1. Website Conversion Secrets<br />Angus Phillipson, WORKSsitebuilder<br />
    2. 2. Who are we?<br /><ul><li>Website content, marketing, & user management software for leading publishers
    3. 3. With ‘The Pharma Letter’ we practice what we preach
    4. 4. The Pharma Letter175% conversion rate increase, x2 site traffic month on month
    5. 5. Business Monitor International (BMI)Double subs conversions from 4-8%
    6. 6. Health & Safety Professional (Lexis Nexis)Trail registration sign-up 150% increase in 1 month
    7. 7. Moneyweek (Fleet Street Publications)increase from 1000-750,000 unique visitors / month,e-newsletter registrations up 340%,</li></li></ul><li>Measurement & Testing<br /><ul><li>Any successful conversion strategy must be user-driven and underpinned by ongoing testing
    8. 8. Understand how visitors find + interact with your content
    9. 9. ‘Voice of user’ (understand their language, motivation)
    10. 10. Listen to your audience (monitor site search, forums, feedback...)
    11. 11. Identify up front your Key Performance Indicators, conversion goals, + stakeholders to report to
    12. 12. Analyst role, be equipped to report and interpret KPIs
    13. 13. User testing and multivariate tools:
    14. 14. Google Website Optimizer; ClickTale; Silverback; Userfly; ... </li></li></ul><li>Content Targeting<br /><ul><li>The wrong audience won’t convert
    15. 15. Real value is in ‘the long tail’, market the niche
    16. 16. Get the right content, in front of right people, at right time
    17. 17. Make your content work harder, repackage, retarget, micro-sites
    18. 18. Social media engagement + OpenID -> social discovery
    19. 19. Twitter, + LinkedIn API integration:
    20. 20. Connect profile: view related people, companies, groups…
    21. 21. Analyse content trends
    22. 22. Identify + leverage authority influencers and ‘market mavens’
    23. 23. Incentivise content sharing and referrals…</li></li></ul><li>Content Targeting<br /><ul><li>Use of ‘first click free’ to drive targeted traffic
    24. 24. Any referrer not only Google, e.g. Twitter / LinkedIn / Email campaign…
    25. 25. Ensure timely content delivery
    26. 26. Search; Automated Email; Feeds (RSS, Twitter, LinkedIn…); Timely on-page placement (e.g. breaking news, seasonality…)
    27. 27. Google News submission, (+ other syndication partners)
    28. 28. Archive optimisation
    29. 29. Query archive content, extract keywords, companies...
    30. 30. XML sitemaps and content rotation
    31. 31. Optimal indexing, maximise visibility for archive</li></li></ul><li>
    32. 32.
    33. 33. Timely story, indexed by Google and appearing on page 1 of search results <1 hour after publishing.<br />
    34. 34. <br />= 273% increase in site traffic month on month<br />= 194% increase in page views<br />
    35. 35. Context<br /><ul><li>Deliver targeted content, in context, at the right time
    36. 36. Context, analysis and related features, drive engagement, and conversions
    37. 37. Increased time-on-site = increased conversions
    38. 38. Leveraging archive content requires temporal anchors
    39. 39. Sign-post most recent related content and calls-to-action
    40. 40. Taxonomy and semantic processing tools
    41. 41. Use content aggregation to become trusted filter / curator -> authority destination site</li></li></ul><li>Expose keywords (as H1 text) SEO benefit + at-a-glance context for user<br />Expose enough of an abstract for users to see relevance, context<br />(+ search engine visibility i.e. If not using first click free)<br />In line text based call-to-action to combat ‘banner blindness’<br />Test + optimise CTA design and messaging for trial + subs sign up<br />Most recent, related content available<br />
    42. 42. Messaging<br /><ul><li>Trust, security, privacy, service messaging
    43. 43. Funnel Optimisation / minimise checkout drop-off
    44. 44. ‘The Science of Persuasion’
    45. 45. ‘Yes! 50 secrets from the science of persuasion’(Goldstein, Martin, and Cialdini, 2007):</li></ul>Reciprocation (giving something away, trial, free reports, analysis…)<br />Authority (credentials, affiliations…)<br />Commitment / Consistency (to values, ‘leading execs read this’…)<br />Scarcity (volume / time limited offer, e.g. limited sponsored subs discount...)<br />Liking (personality, approachable, ‘about this author’…)<br />Social Proof (testimonials, peer-to-peer recommendation…)<br />
    46. 46.
    47. 47. Change messaging – ‘premium trial’<br />Highlight what it’s worth...<br />Benefits-led value proposition<br />Visual cues<br />Strong call-to-action<br />Testimonial ‘trust messaging’<br />Adds credibility...<br />Long-copy with text based link<br />Combats ‘banner blindness’<br />
    48. 48. <br />= 175% increase in trial sign-up conversions<br />
    49. 49. Trial & Subscription Modelling<br /><ul><li>Tactics to convert trialists to paying subscribers
    50. 50. Offer a range of payment + access models to suit your users
    51. 51. System automated personalised email efforts to reinforce the value proposition and benefits of subscription
    52. 52. Trial config to keep back some high value content or features
    53. 53. Hook users in with access to community / company features(i.e. emotional attachment / investment in UGC)
    54. 54. ‘Active’ & ‘Passive’ trialist reporting tools(target telesales and marketing)
    55. 55. Serial trialist blacklisting tools
    56. 56. IP reporting tools -> See which companies are visiting the site (even if not logged in), identify targets to offer a site license...</li></li></ul><li>Actionable Business Intelligence<br /><ul><li>Trial, subscription, & renewal reporting -> user retention
    57. 57. Implicit & explicit user data
    58. 58. Re-targeting (audiencescience.com; dotomi.com; pubmatic.com)
    59. 59. User status based calls-to-action
    60. 60. Personalisation
    61. 61. Benefits of becoming more timely, relevant and contextual in your content delivery:</li></ul>-> attract quality targeted traffic<br />-> deeper audience engagement, understanding, and trust<br />-> increase conversions (newsletter, trial, subs, renewals...)<br />
    62. 62. Find out more<br /><ul><li>Find out more detail on what we’re doing and how:
    63. 63. Online Publishing Strategy Articles on www.workssitebuilder.comhttp://bit.ly/12wPut
    64. 64. The tools, system, and methodology to deliver the best results
    65. 65. Limited availability for Conversion Clinics we’re now running for online publishers
    66. 66. Contact Details:</li></ul>angus@workssitebuilder.com<br />http://www.linkedin.com/in/angusp<br />http://twitter.com/AngusPhillipson<br />+44 (0)208 780 6350<br />

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