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Session5 conversion optimization
 

Session5 conversion optimization

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    Session5 conversion optimization Session5 conversion optimization Presentation Transcript

    • The Role ofConversion in Sales
    • Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
    • You Are Always Converting
    • Ad to Visit
    • Facebook Post to Visit / Lead
    • Tweet to Visit
    • Email to Visit Goes to Blog Becomes Lead
    • Ad to Audience Aggregation
    • Visit to Audience Aggregation
    • Visit to Lead
    • Lead to Sale
    • Lead to Sale
    • Summary: You Are Always Converting Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
    • UnderstandingCustomer Psyche
    • Majority is not “ready to buy” yet Majority Ready to Buy Never Buy
    • Majority is Risk Averse
    • Nobody Wants to Think
    • Don’t Make Me WorkSource: http://www.back40design.com/
    • People Don’t Read. They Scan.Source: http://www.useit.com/alertbox/reading_pattern.html
    • Blocking Questions / Concerns ☐ What is it? ☐ Is it for me? ☐ What’s the risk? ☐ What does it cost? ☐ Free shipping? ☐ Refund Policy? ☐ …
    • 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.
    • User Flow & Online Persuasion
    • Moving People from Entry Points(ads, email, landing page, blog post,home page etc) to Goals (sale, lead, trial etc)
    • Mapping User Flow to a Funnel
    • Stacked Conversion Funnel Lead Generation CTA Email Lead Content Link Lead Generation CTA Content Page CTA
    • Example: KISSmetrics User Flow
    • Entry Point: Blog
    • Flow #1
    • Flow #2
    • Flows #3 & #4
    • Flow #5
    • Everything Is A Landing Page (in spirit)
    • It’s About Persuasion. Moving People Forward withIncremental Buy-ins & Commitments
    • KISSmetrics Post Trial Sign-up Flow
    • KISSmetrics Welcome Email
    • KISSmetrics Push Forward Email
    • KISSmetrics Evangelizing Email
    • KISSmetrics Evangelizing Email
    • KISSmetrics Relationship Email
    • KISSmetrics Relationship Email
    • Online Persuasion
    • Influencing Behavior – Dr BJ Fogg Motivation + Movement Ability + Trigger
    • Influencing Behavior for Conversion(Opportunity - Concerns) + Movement Readiness + Call to Action
    • KISSmetrics Trigger
    • KISSmetrics Trigger
    • KISSmetrics Trigger
    • KISSmetrics Trigger
    • Conversion Game• Move People Forward – In incremental commitments – By increasing motivation • And reducing concerns • And providing triggers – That are as per current ability
    • Patterns for Engaging Website Visitors
    • Top of the Page - Pattern #1
    • Top of the Page - Pattern #2
    • Top of the Page - Pattern #3
    • 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
    • Popup Opt-in
    • Popup Opt-in Variation
    • 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
    • Popup Opt-ins “Work” but have a “Cost”
    • 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
    • Pop-under CTA
    • Pop-under CTA
    • Pop-under CTA
    • Inside Article CTA
    • Inside Article CTA
    • Sidebar CTA
    • Tools You Can Use
    • Be Innovative
    • Thanks
    • Conversion OrientedLanding Page Design
    • Conversion OrientedLanding Entry Page Design
    • Common Questions to Address• What is it?• Is it for me?• What does it cost?• What’s the risk?• What’s the next step?
    • 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)
    • What is it?• Value Proposition• Product Explanation• Screenshots / Videos
    • Value Proposition• What problem does it solve?• For who does it solve the problem?• How is it different from others?
    • Crisp, Short, Loud – Attention Grabber
    • Instagram Value Proposition
    • MixPanel Value Proposition
    • Unbounce Value Proposition
    • Product Explanation• Build upon the headline “value proposition”• Create a more complete picture in visitor’s mind
    • Instagram Product Explanation
    • MixPanel Product Explanation
    • Unbounce Product Explanation
    • Video / Screenshot• Brings the product visualization closer to sensory experiences• Creates a more concrete picture
    • Instagram Screenshot
    • MixPanel (no visuals)
    • Unbounce Video
    • Go Extra Length When Needed
    • CrazyEgg got 510% improvement with long versionSource: http://www.conversion-rate-experts.com/crazy-egg-case-study/
    • SEOMoz got 170% better Conversion with long formatSource: http://www.conversion-rate-experts.com/seomoz-case-study/
    • PipeDrive got 300% increase with short versionSource: http://blog.pipedrive.com/2012/04/pipedrive-now-has-1000-paying-customers-and-how-we-got-here/
    • Is it for me?
    • Speak the language of your visitors.Letting them see themselves in the picture.
    • Using Customer Language
    • Using Customer’s World-View
    • Sample Customer Profiles
    • What does it Cost?It’s “What” not “How Much Money”.
    • What does it Cost?• Money, of course• Time• Learning New Things• Convincing Team Members• Risk of Wrong Decision• Data Import• Integration
    • Being on an Email List is also a cost
    • Minimizing Risk Perception• Address concerns on extra costs, refunds etc• Create Familiarity• Show Social Proof
    • Address Money Related Concerns
    • Create Familiarity• Bring Closer to Senses• Explain in familiar terms
    • Social Proof
    • Social Proof
    • Social Proof
    • Social Proof
    • What’s the Next Step?
    • Choose Next Step Based on Readiness
    • 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)