Your SlideShare is downloading. ×
Conversion Optimization - 6 Power Tricks of the Trade
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Conversion Optimization - 6 Power Tricks of the Trade

6,687
views

Published on

Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, …

Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more!

Presented at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.

Published in: Technology, Business

11 Comments
26 Likes
Statistics
Notes
No Downloads
Views
Total Views
6,687
On Slideshare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
55
Comments
11
Likes
26
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 6CROAngie Schottmuller - @aschottmuller - Three Deep MarketingPOWERTRICKS OFTHETRADECONVERSIONOPTIMIZATION
  • 2. Conversion Optimization:6 Power Tricks of the TradeInteractivity Digital - May 15, 2013 #ID2013 #CROGet More Conversions TodayNO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM!Angie Schottmuller - @aschottmullerThree Deep Marketing
  • 3. Director, Interactive Strategic Marketing & Optimizationaschottmuller@threedeepmarketing.comAngie Schottmuller@aschottmuller
  • 4. Three Deep Marketingü Lead Generationü Customer Acquisitionü Optimization (SEO/SMO/CRO/PPC)180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701www.threedeepmarketing.comWERE HIRING!
  • 5. OUR CLIENTS...
  • 6. 6CONVERSIONOPTIMIZATIONPOWER TRICKS
  • 7. #1: USER-CENTERED STRATEGYConversion Optimization Factors
  • 8. - Bryan Eisenberg@TheGrokConversion Optimization Expert, Speaker & Author"Conversion rate is a measure of your ability to persuadevisitors to take the action you want them to take...For you to achieve your goals,visitors must first achieve theirs."
  • 9. Reevaluate GoalsBusinessGoalsWhat does thebusiness want toaccomplish?UserGoalsWhat does theuser want toaccomplish?Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 10. Decision Making Persona TypesSource: Bryan & Jeffrey Eisenbergs book, "Waiting for Your Cat to Bark?"LOGICAL EMOTIONALFASTCOMPETITIVEWhats the bottom line?SPONTANEOUSWhy should I choose you now?SLOWMETHODICALHow does your process orproduct work?HUMANISTICWho used your solution to solvemy problem?
  • 11. "Competitive" Persona Type•  Attitude: Businesslike, power-oriented•  Use of Time: Disciplined, fast-paced•  Desirable Actions: Lead, Control, Solve,Prove, Challenge, LearnAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 12. "Spontaneous" Persona Type•  Attitude: Personal, activity-oriented•  Use of Time: Undisciplined, fast-paced•  Desirable Actions: Express, Choose,Refine, PersonalizeAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 13. "Methodical" Persona Type•  Attitude: Business-like, detail-oriented•  Use of Time: Disciplined, slow-paced•  Desirable Actions: Explore, Compare,Evaluate, Discover, ExamineAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 14. "Humanistic" Persona Type•  Attitude: Personal, relationship-oriented•  Use of Time: Undisciplined, slow-paced•  Desirable Actions: Join, Enjoy, Share,Connect, HelpAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 15. LOGICAL EMOTIONALFASTCOMPETITIVEWhats the bottom line?SPONTANEOUSWhy should I choose you now?SLOWMETHODICALHow does your process or productwork?HUMANISTICWho used your solution to solve myproblem?Decision Making Persona TypesHiPPO = Highest [Important] Paid Persons OpinionAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 16. Dell.com Case Study•  Weakness: No appeal for "Spontaneous"•  Changed: "Learn More" to "Help Me Choose"•  Result: Boosted sales over $25 million!(Equates to tens of billions of dollars over the years)Bryan Eisenberg case study: http://bit.ly/personacrointerview
  • 17. #2: LANDING PAGE ELEMENTSConversion Optimization Factors
  • 18. MarketingProfs Twitter Guide
  • 19. Good Landing Page:WHATthe user will getRELEVANCEWHYthe user will love itVALUEHOWthe user can get itACTION1 2 3a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg
  • 20. 1.  Slim Header2.  Headline3.  Subheader (Offer/UVP)4.  [Directional Cue]5.  Hero Shot6.  [Form]7.  Call-to-Action (CTA)1.  Slim Header2.  Headline3.  Subheader (Offer/UVP)4.  [Directional Cue]5.  Hero Shot6.  [Form]7.  Call-to-Action (CTA)8.  Trustmarks9.  Key Points List10.  Social Proof11.  [Process Steps]12.  [Supporting Info]13.  [Follow-up CTA]14.  Slim Footer8.  Trustmarks9.  Key Points List10.  Social Proof11.  [Process Steps]12.  [Supporting Info]13.  [Follow-up CTA]14.  Slim FooterLanding Page "Essentials"[Element] = Optional, depends on landing page type Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 21. Landing PageElements1.  Slim Header2.  Headline3.  Subheader (Offer/UVP)4.  [Directional Cue]5.  Hero Shot6.  [Form]7.  Call-to-Action (CTA)8.  Trustmarks9.  Key Points List10.  Social Proof11.  [Process Steps]12.  [Supporting Info]13.  [Follow-up CTA]14.  Slim FooterAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 22. Landing PageElements1.  Slim Header2.  Headline3.  Subheader (Offer/UVP)4.  [Directional Cue]5.  Hero Shot6.  [Form]7.  Call-to-Action (CTA)8.  Trustmarks9.  Key Points List10.  Social Proof11.  [Process Steps]12.  [Supporting Info]13.  [Follow-up CTA]14.  Slim FooterAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 23. Tip: Cut out and rearrange!
  • 24. #3: CALL-TO-ACTION (CTA)Conversion Optimization Factors
  • 25. Call-to-ActionPresent ONEprimary CTA as anobvious button.Image Source: www.unbounce.comAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 26. - Angie Schottmuller@aschottmullerEach additional "action" on a landingpage may reduce conversion by50%
  • 27. The CTA shouldbe obvious...The first thing seen.The last thing remembered.Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 28. Clockwork Conversionon the 12-Hour Color WheelMAIN COLOR CTA COLOR1269 345781011 12Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 29. Clockwork Conversionon the 12-Hour Color Wheel1269 345781011 12Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 30. Clockwork Conversionon the 12-Hour Color WheelMAINCOLORCTACOLOR1269 345781011 12Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 31. "Complementary" CTA ColorAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 32. Reserve CTA Color for Optimal ImpactAngie Schottmuller (@aschottmuller), Three Deep MarketingHere its used in multiple places which defeats the purpose of making the primary CTA stand out.P.S. HelloBar.com ROCKS forboosting conversions though!
  • 33. The default...
  • 34. - Ryan Engley@ryan_engley - UnbounceNever!Submit
  • 35. Convert More Leads TodayDownload your #ID2013 #CRO guideNo email or credit card required... just conversion optimism!Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 36. Download ID2013 CRO GuideStart converting more leads today!No email or credit card required... just conversion optimism!Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 37. Eye Path Directional CuesSource: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
  • 38. Look Path Matters…Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
  • 39. Connect the Dots…Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
  • 40. CALL-TO-ACTION CHECKLISTq Obviousq Specific (What)q Value-Added (Why)q Reserved Colorq Clear Pathq SupportedDownload ID2013 CRO GuideStart converting more leads today!No email or credit card required... just conversion optimism!Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 41. - Angie Schottmuller@aschottmuller"Over 90%of landing pagesfail to use an optimized CTA with areserved, complementary color."
  • 42. #4: WEB FORMSConversion Optimization Factors
  • 43. AdobeTest&TargetLandingPage...and they wantus to "Submit"
  • 44. Lead Generation Funnel
  • 45. Simplify Forms:q  Merge First and Last Nameq  Drop Phoneq Drop Address(unless for mailer)q  Hide City and State(compute from Zip)q  Default Zip from geoIPq  Drop non-required fields55101Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 46. Use This Geolocation Lookup Code!End mega-field forms! Heres JavaScript showing how to use free Google Loader andMaxMind API tools to capture city, state, country, Zip and more values.>> Use it to default locations form fields!</MEGAFIELDS>http://bit.ly/geoipcodeexampleSHARE WITH YOURDEVELOPER!Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 47. #5: CREDIBILITYConversion Optimization Factors
  • 48. Truth in Advertising
  • 49. Credibility "Sources"•  Testimonials•  Case Studies•  Press•  Social Media•  Negative Comments•  Reviews•  Real People•  Industry Awards•  Specifics•  Accreditations•  Google/Bing Results•  Website Design•  SSL Certificate•  E-commerce-SecureSee more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements
  • 50. Include Video>> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga
  • 51. "Explainer" videosincrease conversion by+20%Source: Unbounce.com http://bit.ly/explainervideostats
  • 52. - Gregory Ciotti@GregoryCiotti"Your customers willalways be morepersuasive than you."
  • 53. Source: Basecamp.com
  • 54. GoodReviewsInclude:§  Use of "I" / Customers view§  Problem/challenge info§  Solution/satisfaction specifics§  Customer info (name, location, date, photo)§  Persona info (role, age, etc.)§  Review Source (e.g. Yelp, Google)Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 55. Help Users Craft a Good Review!Mock-up Text Snippet for Requests:Questions to help draft a response:- How would you describe me as a professional?- In what areas have I demonstrated expertise?- How would you describe the quality of my work?- What did you like best about my work?- What skills do we uniquely bring to the table?- Would you hire us/me again? If yes, why?Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 56. LinkedIn RecommendationsThanks for moderating the Social Media Meet ROI session at SES Chicago! Might you be willingto write a brief recommendation for me? Id love to include your feedback on my LinkedInprofile.Questions to help draft a response:- How would you describe me as a speaker/marketer/blogger?- What marketing topics have I demonstrated expertise? (e.g. SEO, social ROI, conversion)- How would you describe the quality/type of content I present/write?- What did you like best about my presentation?- What skills do I uniquely bring to the table?- Would you want me on your team for future projects? If yes, why?Heres a link to my preso: http://bit.ly/socialmediameetroiIm always interested in continuous improvement, so please feel free to pass on constructivefeedback via email as well. Thanks in advance for helping me out!Angie80%CONVERSION RATEAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 57. Sample Questions Aid Good, Quick Reviews!Provided Questions1.  How would you describe me as aspeaker / marketer / blogger?2.  What marketing topics have Idemonstrated expertise?3.  How would you describe the quality/type of content I present/write?4.  What did you like best about mypresentation?5.  What skills do I uniquely bring to thetable?6.  Would you want me on your team forfuture projects? If yes, why?Recommendation Received1.  Angie is a smart, sharp, insightfuldigital strategist with a finger on thepulse of new marketing industry.2. 3.  Her analysis of how to approach thequestion social media ROI is one ofthe best Ive seen4.  -- real, rigorous, no-nonsense.5.  Shes also a fun and engagingspeaker.6.  I highly recommend her for bothclient engagements and speakingopportunities.- Giovanni Rodriguez, Dec 25, 2012CEO of SocialxDesign, SES Advisory BoardAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 58. #6: INSTANT GRATIFICATIONConversion Optimization Factors
  • 59. Offer / "Bait" Ideas•  Free Gift/Service•  $ Savings•  Time Savings•  Exclusive Peek•  Tool(e.g. "Help Me Choose")•  Event•  Download•  Webinar•  Contest•  EntertainmentProvide real, equivalent or better value thatjustifies user entry of form data.Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 60. Some users wantfast action or answers...NOW.
  • 61. Live Chat BoostersProceed to CheckoutPersonalize it!
  • 62. Live Chat BoostersProceed to CheckoutPersonalize it!
  • 63. 95% of mobile users search for abusiness from their phone, and then...59% visit a business.61% call a business.99% take action in 24 hrs.Source: Google - The Mobile Movement Study, 2011
  • 64. Adjust Actions forDevice ContextTIP: Style using CSS3buttons! (No images)http://bit.ly/css3gradientbuttons
  • 65. Creating Click-to-Call (CTC) Links1.  Select the phone number.2.  Make it a hyperlink:Syntax: "tel:+" + [country code] + [phone #]Example: tel:+13055551234See RFC 3966 for specifications: http://bit.ly/rfc3966
  • 66. Click-to-Call Conversion TipsHTML with Google Analytics Tracking:<a href="tel:+13055551234" !class="clicktocall" onClick="_gaq.push([_trackEvent, !Contact Us,Click-to-Call,this.innerHTML]);"!>Call for a FREE Quote (305) 555-1234</a>!Hours: Monday - Friday, 8am - 4pm CTCall for a FREE Quote(305) 555-1234Click-to-CallAngie Schottmuller (@aschottmuller), Three Deep Marketing
  • 67. CONVERSION OPTIMIZATIONPOWER TIPS1.  User-Centered Strategy2.  Landing Page "Essentials"3.  Optimized Call-to-Action4.  Simple Forms5.  Credibility6.  Instant Gratification6Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 68. LOTS OF TACTICS...How to Prioritize?
  • 69. Conversion Optimization AuditTier 1 = 5-SECOND TESTü Who is the company?ü Do they appear credible?ü What are they offering?ü What is the call-to-action?Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 70. 5-SECOND TESTA web page will be displayed for five seconds.See what you can remember.READY?
  • 71. 5-Second Test
  • 72. 5-SECOND TEST RESULTSWhat do you remember?ü Who is the company?ü Do they appear credible?ü What are they offering?ü What is the call-to-action?Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 73. Use the 5-Second Test!TIP: fivesecondtest.com(@fivesecondtest)provides this as anonline service!Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 74. Key Takeaways•  Understand user goals and all 4 persona types•  Use landing page "essential" elements•  Reserve a complementary CTA color•  Reduce form fields•  Show, dont tell•  Provide instant gratification options•  Employ the 5-second test!Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 75. Questions?At Three Deep, we truly "get-it" when it comes to conversion and maximizingROI. Please reach out if your business needs help defining a strategy or testplan to get more ROI out of your existing efforts!Contact Me for a ConsultationBoost your ROI with conversion optimization!Angie SchottmullerDirector, Interactive Strategic Planning & Optimization@aschottmuller Ÿ aschottmuller@threedeepmarketing.com

×