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Session5 conversion optimization

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Transcript

  • 1. The Role ofConversion in Sales
  • 2. Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
  • 3. You Are Always Converting
  • 4. Ad to Visit
  • 5. Facebook Post to Visit / Lead
  • 6. Tweet to Visit
  • 7. Email to Visit Goes to Blog Becomes Lead
  • 8. Ad to Audience Aggregation
  • 9. Visit to Audience Aggregation
  • 10. Visit to Lead
  • 11. Lead to Sale
  • 12. Lead to Sale
  • 13. Summary: You Are Always Converting Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
  • 14. UnderstandingCustomer Psyche
  • 15. Majority is not “ready to buy” yet Majority Ready to Buy Never Buy
  • 16. Majority is Risk Averse
  • 17. Nobody Wants to Think
  • 18. Don’t Make Me WorkSource: http://www.back40design.com/
  • 19. People Don’t Read. They Scan.Source: http://www.useit.com/alertbox/reading_pattern.html
  • 20. Blocking Questions / Concerns ☐ What is it? ☐ Is it for me? ☐ What’s the risk? ☐ What does it cost? ☐ Free shipping? ☐ Refund Policy? ☐ …
  • 21. Customer Psyche - Summary• Majority is not “ready to buy” yet.• Majority is “risk averse”.• People don’t want to Think.• People want friction-free experience.• People don’t read. They scan.• There are blocking questions / concerns in people’s head.
  • 22. User Flow & Online Persuasion
  • 23. Moving People from Entry Points(ads, email, landing page, blog post,home page etc) to Goals (sale, lead, trial etc)
  • 24. Mapping User Flow to a Funnel
  • 25. Stacked Conversion Funnel Lead Generation CTA Email Lead Content Link Lead Generation CTA Content Page CTA
  • 26. Example: KISSmetrics User Flow
  • 27. Entry Point: Blog
  • 28. Flow #1
  • 29. Flow #2
  • 30. Flows #3 & #4
  • 31. Flow #5
  • 32. Everything Is A Landing Page (in spirit)
  • 33. It’s About Persuasion. Moving People Forward withIncremental Buy-ins & Commitments
  • 34. KISSmetrics Post Trial Sign-up Flow
  • 35. KISSmetrics Welcome Email
  • 36. KISSmetrics Push Forward Email
  • 37. KISSmetrics Evangelizing Email
  • 38. KISSmetrics Evangelizing Email
  • 39. KISSmetrics Relationship Email
  • 40. KISSmetrics Relationship Email
  • 41. Online Persuasion
  • 42. Influencing Behavior – Dr BJ Fogg Motivation + Movement Ability + Trigger
  • 43. Influencing Behavior for Conversion(Opportunity - Concerns) + Movement Readiness + Call to Action
  • 44. KISSmetrics Trigger
  • 45. KISSmetrics Trigger
  • 46. KISSmetrics Trigger
  • 47. KISSmetrics Trigger
  • 48. Conversion Game• Move People Forward – In incremental commitments – By increasing motivation • And reducing concerns • And providing triggers – That are as per current ability
  • 49. Patterns for Engaging Website Visitors
  • 50. Top of the Page - Pattern #1
  • 51. Top of the Page - Pattern #2
  • 52. Top of the Page - Pattern #3
  • 53. Top of the Page – Key Information• Almost certain to get noticed – Attention is short as the eye moves to more meaty areas on the Page• New visitors are more likely to be converted off a separate page• Better for Building Audience compared to Generating Lead
  • 54. Popup Opt-in
  • 55. Popup Opt-in Variation
  • 56. Pros & Cons of Popup Opt-in• Con: Poor User Experience• Pro: More Opt-ins – Social Media Examiner increased average daily opt-ins by 300% – Famous Blogger got more than 400% boost – Stay On Search got 300% better results – Dragon Blogger got 17 opt-ins in a week compared to 2 in a week beforeSource: http://kikolani.com/the-case-for-and-against-popup-opt-in-forms.html
  • 57. Popup Opt-ins “Work” but have a “Cost”
  • 58. Parameters To Tune• Delay in showing the Popup – Let the visitor get comfortable• Keep a gap of minimum # of Page Views• Keep a gap of minimum # of days
  • 59. Pop-under CTA
  • 60. Pop-under CTA
  • 61. Pop-under CTA
  • 62. Inside Article CTA
  • 63. Inside Article CTA
  • 64. Sidebar CTA
  • 65. Tools You Can Use
  • 66. Be Innovative
  • 67. Thanks
  • 68. Conversion OrientedLanding Page Design
  • 69. Conversion OrientedLanding Entry Page Design
  • 70. Common Questions to Address• What is it?• Is it for me?• What does it cost?• What’s the risk?• What’s the next step?
  • 71. Common Questions to Address• What is it? (opportunity)• Is it for me? (opportunity)• What does it cost? (concerns)• What’s the risk? (concerns)• What’s the next step? (Readiness + CTA)
  • 72. What is it?• Value Proposition• Product Explanation• Screenshots / Videos
  • 73. Value Proposition• What problem does it solve?• For who does it solve the problem?• How is it different from others?
  • 74. Crisp, Short, Loud – Attention Grabber
  • 75. Instagram Value Proposition
  • 76. MixPanel Value Proposition
  • 77. Unbounce Value Proposition
  • 78. Product Explanation• Build upon the headline “value proposition”• Create a more complete picture in visitor’s mind
  • 79. Instagram Product Explanation
  • 80. MixPanel Product Explanation
  • 81. Unbounce Product Explanation
  • 82. Video / Screenshot• Brings the product visualization closer to sensory experiences• Creates a more concrete picture
  • 83. Instagram Screenshot
  • 84. MixPanel (no visuals)
  • 85. Unbounce Video
  • 86. Go Extra Length When Needed
  • 87. CrazyEgg got 510% improvement with long versionSource: http://www.conversion-rate-experts.com/crazy-egg-case-study/
  • 88. SEOMoz got 170% better Conversion with long formatSource: http://www.conversion-rate-experts.com/seomoz-case-study/
  • 89. PipeDrive got 300% increase with short versionSource: http://blog.pipedrive.com/2012/04/pipedrive-now-has-1000-paying-customers-and-how-we-got-here/
  • 90. Is it for me?
  • 91. Speak the language of your visitors.Letting them see themselves in the picture.
  • 92. Using Customer Language
  • 93. Using Customer’s World-View
  • 94. Sample Customer Profiles
  • 95. What does it Cost?It’s “What” not “How Much Money”.
  • 96. What does it Cost?• Money, of course• Time• Learning New Things• Convincing Team Members• Risk of Wrong Decision• Data Import• Integration
  • 97. Being on an Email List is also a cost
  • 98. Minimizing Risk Perception• Address concerns on extra costs, refunds etc• Create Familiarity• Show Social Proof
  • 99. Address Money Related Concerns
  • 100. Create Familiarity• Bring Closer to Senses• Explain in familiar terms
  • 101. Social Proof
  • 102. Social Proof
  • 103. Social Proof
  • 104. Social Proof
  • 105. What’s the Next Step?
  • 106. Choose Next Step Based on Readiness
  • 107. Summary• What is it? (opportunity)• Is it for me? (opportunity)• What does it cost? (concerns)• What’s the risk? (concerns)• What’s the next step? (Readiness + CTA)