Conversion Optimization - 6 Power Tricks of the Trade

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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.

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  • 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