ConversionOptimization    Presented by:    Nick Herinckx(@    nickherinckx)    Senior Account Executive    Anvil Media, In...
About Anvil MediaAnvil Media, Inc. is digital marketing agency specializing in search enginemarketing services, including ...
Agenda• What is conversion optimization?• Benefits and return• Tactics for conversion optimization• How to create an onlin...
What is conversion  optimization?
What is Conversion Optimization?Generate more conversions from your          existing traffic.  Involves testing elements ...
FAIL LESS OFTEN
Benefits and Return
Benefits and Return              Typical Conversion RateSite Visits        Conversion Rate   Conversions15,500            ...
Benefits and Return   Conversion Rate After OptimizationSite Visits    Conversion Rate      Conversions15,500         4.5%...
Benefits and Return
Benefits and Return   Conversion Rate After OptimizationSite Visits    Conversion Rate      Conversions15,500         2.6%...
Benefits and Return
Benefits and Return
Tactics for Conversion     Optimization
How do we stop failing so        much?How can we make moremoney from our existing        traffic?
It’s about answering the      right questions.The questions that your    customers ask      themselves subconsciously when...
Questions• Can I Easily Find What I’m Looking For?• Can I Get All the Information I Need to  Make a Decision• Why Should I...
Can I Easily Find What I’m Looking                For?                                 18
Can I Easily Find What I’m Looking For? Every page needs a headline Clear headlines & sub-  headlines Just say what eac...
Can I Easily Find What I’m Looking For? Which of these is better for a  search on “woman’s dress           shoes” ?       ...
Can I Easily Find What I’m Looking For?                                          21
Can I Easily Find What I’m Looking For?                                          22
Can I Easily Find What I’m Looking For? Which of these is better for asearch on “enterprise resource     planning software...
Can I Easily Find What I’m Looking For?                                          24
Can I Easily Find What I’m Looking For?                                          25
Can I Easily Find What I’m Looking For? Faceted navigation Multiple ways to find your  product or solutions pages       ...
Can I Easily Find What I’m Looking For?                                          27
Can I Easily Find What I’m Looking For?                                          28
Can I Easily Find What I’m Looking For?                                          29
Can I Easily Find What I’m Looking For? Your site remembers users’  preferences                                          ...
Can I Easily Find What I’m Looking For?                                          31
Can I Get all of the Information I Need        to Make a Decision?                                     32
Can I Get all of the Information I Need? Allow users to compare  multiple products side-by-side Use images and video, no...
Can I Get all of the Information I Need?                                           34
Can I Get all of the Information I Need?                                           35
Can I Get all of the Information I Need?                                           36
Can I Get all of the Information I Need? Quizzes and product finder  applications help boost  conversion rates for  compl...
Can I Get all of the Information I Need?                                           38
Can I Get all of the Information I Need? Change content offering  depending on where they’re at  in your website         ...
Can I Get all of the Information I Need?                                           40
Why Should I Purchase from You?                              41
Why Should I Purchase from You? Utilize visible trust elements on  every page                                      42
Why Should I Purchase from You?  My Favorite Trust Elements• Testimonials      •   Years in business• Awards            • ...
Why Should I Purchase from You?                                  44
Why Should I Purchase from You?                                  45
Why Should I Purchase Now?                             46
Why Should I Purchase Now? Every product or solution page  must state or hint at a reason  to purchase sooner rather than...
Why Should I Purchase Now?                             48
Why Should I Purchase Now?                             49
Why Should I Purchase Now?                             50
Example Return                 51
52
53
How to Create an Ongoing    Testing Program
Ongoing Testing Program
Ongoing Testing Program         My Favorite Tests• Call to action location & color• Page headlines• Form length• # of chec...
Ongoing Testing Program                          58
Testing Tools
Google Website Optimizer (free)• www.google.com/websiteoptimizer
Clicktale ($99/month)• http://www.clicktale.com
Q&A & Next StepsRead Anvil’s blog, articles & white papersSubscribe to our newsletter or follow us on  TwitterContact us w...
Upcoming Anvil WebinarsNovember 16th, 2011– 10am PSTAdvanced Social Media Strategies, Tactics & ToolsDecember 14th, 2011 –...
Anvil Conversion Optimization Webinar 1011
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Anvil Conversion Optimization Webinar 1011

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See How You Can Increase Revenue Without Raising Your Media Spend Using Conversion Optimization

Let’s face it – your marketing budget doesn’t always increase like you’d hope it would. But what if there was a way to increase your website’s revenue without having to spend more money driving additional traffic? You can! Nick Herinckx of Anvil Media will highlight conversion optimization best practices designed to leverage existing visitors by turning them into customers.

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Anvil Conversion Optimization Webinar 1011

  1. 1. ConversionOptimization Presented by: Nick Herinckx(@ nickherinckx) Senior Account Executive Anvil Media, Inc. 503.595.6050 ext. 233
  2. 2. About Anvil MediaAnvil Media, Inc. is digital marketing agency specializing in search enginemarketing services, including search engine optimization, pay-per-clickmanagement, online reputation management, mobile & social mediamarketing services.
  3. 3. Agenda• What is conversion optimization?• Benefits and return• Tactics for conversion optimization• How to create an online testingprogram• Testing tools
  4. 4. What is conversion optimization?
  5. 5. What is Conversion Optimization?Generate more conversions from your existing traffic. Involves testing elements of your website, such as layout and calls to action, to see which combinationresults in a higher % of your existing traffic converting.
  6. 6. FAIL LESS OFTEN
  7. 7. Benefits and Return
  8. 8. Benefits and Return Typical Conversion RateSite Visits Conversion Rate Conversions15,500 2% 310 You’re failing 98% of the time.
  9. 9. Benefits and Return Conversion Rate After OptimizationSite Visits Conversion Rate Conversions15,500 4.5% 698 We’re failing less often
  10. 10. Benefits and Return
  11. 11. Benefits and Return Conversion Rate After OptimizationSite Visits Conversion Rate Conversions15,500 2.6% 403 We’re failing less often
  12. 12. Benefits and Return
  13. 13. Benefits and Return
  14. 14. Tactics for Conversion Optimization
  15. 15. How do we stop failing so much?How can we make moremoney from our existing traffic?
  16. 16. It’s about answering the right questions.The questions that your customers ask themselves subconsciously whenthey visit your website.
  17. 17. Questions• Can I Easily Find What I’m Looking For?• Can I Get All the Information I Need to Make a Decision• Why Should I Purchase from You?• Why Should I Purchase Now?
  18. 18. Can I Easily Find What I’m Looking For? 18
  19. 19. Can I Easily Find What I’m Looking For? Every page needs a headline Clear headlines & sub- headlines Just say what each page is about 19
  20. 20. Can I Easily Find What I’m Looking For? Which of these is better for a search on “woman’s dress shoes” ? 20
  21. 21. Can I Easily Find What I’m Looking For? 21
  22. 22. Can I Easily Find What I’m Looking For? 22
  23. 23. Can I Easily Find What I’m Looking For? Which of these is better for asearch on “enterprise resource planning software” ? 23
  24. 24. Can I Easily Find What I’m Looking For? 24
  25. 25. Can I Easily Find What I’m Looking For? 25
  26. 26. Can I Easily Find What I’m Looking For? Faceted navigation Multiple ways to find your product or solutions pages 26
  27. 27. Can I Easily Find What I’m Looking For? 27
  28. 28. Can I Easily Find What I’m Looking For? 28
  29. 29. Can I Easily Find What I’m Looking For? 29
  30. 30. Can I Easily Find What I’m Looking For? Your site remembers users’ preferences 30
  31. 31. Can I Easily Find What I’m Looking For? 31
  32. 32. Can I Get all of the Information I Need to Make a Decision? 32
  33. 33. Can I Get all of the Information I Need? Allow users to compare multiple products side-by-side Use images and video, not everyone likes to read text! Reviews are a MUST! 33
  34. 34. Can I Get all of the Information I Need? 34
  35. 35. Can I Get all of the Information I Need? 35
  36. 36. Can I Get all of the Information I Need? 36
  37. 37. Can I Get all of the Information I Need? Quizzes and product finder applications help boost conversion rates for complicated products or solutions 37
  38. 38. Can I Get all of the Information I Need? 38
  39. 39. Can I Get all of the Information I Need? Change content offering depending on where they’re at in your website 39
  40. 40. Can I Get all of the Information I Need? 40
  41. 41. Why Should I Purchase from You? 41
  42. 42. Why Should I Purchase from You? Utilize visible trust elements on every page 42
  43. 43. Why Should I Purchase from You? My Favorite Trust Elements• Testimonials • Years in business• Awards • # of countries• Security badges • # of items shipped• Press mentions • Social media fans• # of customers
  44. 44. Why Should I Purchase from You? 44
  45. 45. Why Should I Purchase from You? 45
  46. 46. Why Should I Purchase Now? 46
  47. 47. Why Should I Purchase Now? Every product or solution page must state or hint at a reason to purchase sooner rather than later 47
  48. 48. Why Should I Purchase Now? 48
  49. 49. Why Should I Purchase Now? 49
  50. 50. Why Should I Purchase Now? 50
  51. 51. Example Return 51
  52. 52. 52
  53. 53. 53
  54. 54. How to Create an Ongoing Testing Program
  55. 55. Ongoing Testing Program
  56. 56. Ongoing Testing Program My Favorite Tests• Call to action location & color• Page headlines• Form length• # of checkout pages• Location of trust elements• Number of calls to action
  57. 57. Ongoing Testing Program 58
  58. 58. Testing Tools
  59. 59. Google Website Optimizer (free)• www.google.com/websiteoptimizer
  60. 60. Clicktale ($99/month)• http://www.clicktale.com
  61. 61. Q&A & Next StepsRead Anvil’s blog, articles & white papersSubscribe to our newsletter or follow us on TwitterContact us with questions about how to make more money from your existing traffic Hallie Janssen Vice President Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 O: 503.595.6050 x221 M: 503.260.6700 hallie@anvilmediainc.com
  62. 62. Upcoming Anvil WebinarsNovember 16th, 2011– 10am PSTAdvanced Social Media Strategies, Tactics & ToolsDecember 14th, 2011 – 10am PSTCompetitive Intelligence: Creating opportunities through insightsJanuary 18th, 2012 – 10am PSTBrand Management for Hospitality IndustryFind Out More and Registerhttp://www.anvilmediainc.com/search-engine-marketing-webinars
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