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Conversion Optimization - Process and funny pics

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I have created this slide share to give an introduction to the conversion optimization process. Enjoy and I hope you will find the presentation as well as the funny pics to your liking.

I have created this slide share to give an introduction to the conversion optimization process. Enjoy and I hope you will find the presentation as well as the funny pics to your liking.

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  • CO es básicamente la practica para incrementar las acciones deseadas (Conversion) sobre una paginaP q elegí esta foto? Vemos que la acción esta muy claro y no hay distracciones. Y la frase enmiopinion es perfecta porque conocen muy bien su audienca. No hay manera que no va a pulsar el butón. Diria un CR de 100% en este caso. ;) Peter Griffin de FamilyGuy
  • Planning: Normalmente es el star de una campagna. Se consideran la audiencia, los contenidos requeridos para convencer los visitantes. El perfil etc. Goles: Quantificativos, acciones, tipo de conversion, leads, ventas, etc. Sin objectivos claros no puede existir un COImplementacion: Consiste en crear las paginas, los copies, wireframes, diseno, codigo y ANLAYTICS mecanismos de control para medir.Testing: Implementar metodos del testing como a/bControl: Revisar las metricas, incorporar los resutlados de a/b y empezar de nuevo si
  • Hay que tener muy claro como dirigirse a los painpoints y preguntas del visitante. El objectivo es convencer al visitante con el contenido correcto hacer la acción deseada. Entender la audiencia tiene una influencia en diseno y contenido.
  • Consistencia: Dentro una campaña es muy importante mantener la consistencia durante todo el funnel. Desde el ad hasta la conversion y más alla. Facilitar reconociemiento y branding en todos los pasos tanto como copies similaresMensaje: Si conocs tu audiencia sabes cuales so su pointpoit entonces tu mensaje slogan, titulo deber´ân ser apropiado para coger y retener el visitanteProducto: Tu producto se puede vender, tiene ciertos beneficios o soluciona un problema del target market. Asegurate que el producto es el correcto para la audienciaTargeting: en campanas online tu tienes muchas herramientas para optimizar el targeting, hora, dias, region, intreses, temas, de donde vienes hasta criterios demograficos. Usallos tanto como puedasDiseño / UX: el diseno tiene que soportar la conversion, deberia ser un diseño adecuado para el mercado objectivo. La tiene que ser facil de manejar y entender la conversion deseada.Content: Investiga cuales son los contenidos que mas ayudan a la conversion, a parte del texto que otros conenido pueden ayudar? Fotos, videos, algo gratis para bajar investiga y tenga diferentes contenido listos para probarGoal: La conversion tiene que resaltar y estar muy claro para que un visitante sabe en el primer momento lo que quiere la pagina. No esconde los ctapongalos en los sitios correctos.Testing: define los elemtos que quieres comporbar con otras versiones y aprende cuales funcionan mejor
  • Tanto como el imagen y el copy recuerda del ad y no cofunde al visitante. Sabe que esta en el lugar correcto y puede proceder.
  • Lo que yo quiero resaltar es que el diseño sí puedo ayudar a la conversion y que un diseñador tambien toma responsabilidad de CO. Es importante que hay un intercambio CO-Manager y el diseñador en el momento de crear la página
  • Prácticamente se pueden testear todo. Es mejor hacer una lista de prioridad. Cual cambio podría ser mas impactante.

Transcript

  • 1. CONVERSIONOPTIMIZATIONTHE PROCESSFUNNY PICTURES INCLUDED! By Ernesto Schmidt-Mumm | webwaffle.com | @ernsm
  • 2. CONVERSION “Here we go with some genuineOPTIMIZATION definitions from the web….”“In internet marketing, conversion optimization, or conversion rateoptimization (CRO) is the method of creating an experience for awebsite or landing page visitor with the goal of increasing thepercentage of visitors that convert into customers”Fuente: http://en.wikipedia.org/wiki/Conversion_optimization“Conversion optimization is the process of maximizing thepercentage of Web site visitors who complete a desired action(conversion rate).”Fuente:http://homebusiness.about.com/od/homebusinessglossar1/g/conversionDef.htm
  • 3. WHAT DOWE WANT??
  • 4. OPTIMIZE TO INCREASE THE DESIREDACTION!
  • 5. THERE ARETWOSITUATIONSWHERE CONVERSION OPTIMIZATION CANBE APPLIED
  • 6. TYPE #1 Websites
  • 7. GENERIC TRAFFIC NOT TARGETED TRAFFICTraffic isn’t controlled via a campaign and can come from search engines like Google
  • 8. NO CONTROLLED MESSAGE THRU A PROCESSAs the traffic is not campaign driven you don’t have a controlled message from thestart to the end of a buying process
  • 9. TYPE #2 Campaigns
  • 10. CONTROLLED PROCESS Landing page AdvertisingTarget GroupIn campaigns you define a target group and create a solid on the audienceoptimized campaign in order to get best conversion results possible.
  • 11. THE PROCESS I tried to find a funny picture, this is what I found
  • 12. PROCESS Planning / Goals Control Implementation TestingEither way conversion optimization is a continues process to optimize progressively.
  • 13. PLANING / GOALS All right, all right I kind of got caught in the web cat phenomena. I admit it!
  • 14. TARGET GROUP Profile? Think about the characteristics of your target group. Likes and dislikes, trends, demographics etc. All these can influence your campaign and optimization as well. Pain Points? When they come to your website or landing page what are their pain points. What problem they want to get solved? Objections and Questions Are there any objections to use your product? What are the most frequent question of your prospects? Try to answer them.
  • 15. PLAN YOUR LANDINGPAGE Fuente: http://www.formstack.com/the-anatomy-of-a-perfect-landing-pageThink about the content modules as you can see in the image. Headline, desiredaction, content, images and video, etc.. All should be planned towards improvingyour conversion rate.
  • 16. GOALS You need goals for your campaign or website • Leads (Sign-up, newsletter, registration) • Desired actions like buttons • Views -> (Videos) • Etc.Without clear defined actions on the website or landingpage, there can’t be conversion optimization!
  • 17. OBJECTIVE HAS TO SUPPORT THE COMPANYSGOALS I like!!!!The conversion objectives obviously have to lead into companies goals likesales, revenue, profit, etc.. and need to be measured.
  • 18. OPTIMIZING Optimizing the right way!
  • 19. OPTIMIZINGThe key question is; “How to optimize in order to increasethe chance of the desired action by your visitors?”Factors:• Goal / CTA• Consistency• Targeting• Design• Content• Testing
  • 20. CONSISTENCYFor campaigns it’s important to maintain a consistency thruyour whole process in terms of message, design and desiredaction by your visitors.
  • 21. DESIGN EXAMPLEShttp://unbounce.com/landing-page-design/designing-for-conversion-8-visual-design-techniques-to-focus-attention-on-your-landing-pages/ I recommend this link to have an idea how you can make use of different design styles in order to improve your conversions. By the way which design style do you think is used in this situation? Please answer in the comments.
  • 22. TESTING /CONTROLLNGTo optimize and increase conversions of your campaign orwebsite you need to test and thats why conversionoptimization is a continuously process in order to find outwhat works better. Thanks god I work in Online Marketing!
  • 23. THINGS YOU CAN TEST ONA LANDING PAGE- Text, all kind of text like title, sub title, content.- Images- CTA ( Call to action) or Buttons- Colors- Different Page versions- Forms Best form of testing and to find out what works best is thru a/b testing.
  • 24. GREAT ONLINETESTING TOOLSOptimzely.com – On the fly a/b testing without extensiveprogramming skills needed. https://www.optimizely.com/ unbounce.com – Is a great tools to start a landing page from the scratch easily by drag and drop. http://unbounce.com/
  • 25. CTACTAs are the most important element on a page or landing page of a campaign if youwant the visitor to perform a certain action. It is the element which tells you what to doon a web page and triggers the conversion.
  • 26. SOME CTA DESIGN SAMPLESFind here examples of signup up forms:http://unmatchedstyle.com/news/sign-up-form-design-best-practices-design-review.php Find here examples about buttons: http://www.hongkiat.com/blog/call-to-action-buttons-guidelines-best-practices- and-examples/ Tip! Have your CTA always above fold!
  • 27. TARGETINGYou can increase conversion by improving your targetingmethods in the different platforms like, google, bing orfacebook for your online campaign Adwords has great ways to improve targeting by time, Location, device, language, interest or topic. Bing has similar options like adwords but the functions for Each advertisement platform works different The social network provides limited targeting option and are based on location, demographics and interest.
  • 28. CONTENT - VIDEO Zappos.com reports a 6% to 30% increases in sales for products with video. (ReelSEO, December 2009)
  • 29. CONTENT - IMAGES The right use of images can increase conversion rates as well. Look at this post on visual website optimizer. http://visualwebsiteoptimizer.com/split-testing-blog /human-landing-page-increase-conversion-rate/
  • 30. ADDITIONALCONTENT Authentic customer reviews increase credibility Known seals improve comfort in terms of security and privacy policy Provide easy social sharing options and statistics can improve conversion. Read also -> Link
  • 31. CONTROLLING Testing and Controlling is essential in conversion optimization. After you get significant statistics from your a/b testing you need to control the results and implement the better version so you can continue with your next test and so on.Optimize and control toward the company’s goal thru a/b testing.
  • 32. By Ernesto Schmidt-MummBlogwebwaffle.comTwitter@ernsmGoogle PlusProfileLinkedinProfileComments and shares are appreciated!