iGB Down Under - Site Optimization & Conversion Strategies


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Discover how to optimize your website as expert, Jason West takes you through examples and step-by-step processes to help you maximize your website performance.

This session will cover everything from traffic generation to web design and will explore how these factors drive conversion - a complete 101 on site optimization!

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iGB Down Under - Site Optimization & Conversion Strategies

  1. 1. Conversion Optimisation Testing and tuning for conversions
  2. 2. <ul><li>The Online Marketing Mix </li></ul><ul><li>Where is your attention right now? </li></ul><ul><li>Web Design (branding) </li></ul><ul><li>Search Engine Optimisation (rankings, unique visitors) </li></ul><ul><li>Pay Per Click/ Advertising (CPA, CTR’s) </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Analytics (bounce rates, return visitors) </li></ul><ul><li>Email Marketing (open rates, unsubscribe rates) </li></ul><ul><li>Primarily Acquisition or retention focused </li></ul><ul><li>But what happens when customers get to your site? </li></ul>
  3. 3. <ul><li>Conversion is frequently the missing link between </li></ul><ul><li>Acquisition & Retention </li></ul>
  4. 4. <ul><li>Conversion is really all about ‘Outcomes’ </li></ul>
  5. 5. <ul><li>What are you currently reporting on? </li></ul><ul><li>Page Views </li></ul><ul><li>Time on site </li></ul><ul><li>Rankings </li></ul><ul><li>Top exit pages </li></ul><ul><li>Etc!!! </li></ul>
  6. 6. <ul><li>Rule1 </li></ul><ul><li>Keep it simple </li></ul>
  7. 7. <ul><li>< FOUR </li></ul><ul><li>‘ Outcome’ focused metrics </li></ul><ul><li>are all you probably need to </li></ul><ul><li>follow. </li></ul>
  8. 8. Sales Leads AOV Membership signups What action do you want a visitor to take? What is the purpose of the site?
  9. 9. <ul><li>Start with </li></ul><ul><li>Who? </li></ul><ul><li>How Much? </li></ul>
  10. 10. <ul><li>RULE 2 </li></ul><ul><li>Segment, Segment, Segment </li></ul>
  11. 11. <ul><li>Who is current visiting your site? </li></ul>
  12. 12. <ul><li>picture </li></ul>SEO PPC Email Direct Affiliate
  13. 13. <ul><li>A great system…. </li></ul>
  14. 14. <ul><li>C = 4m + 3v + 2(i-f) – 2a </li></ul>Source: Marketing Experiments
  15. 15. <ul><li>100% = free beer </li></ul>
  16. 16. <ul><li>M = channel </li></ul><ul><li>(segmentation) </li></ul><ul><li>“ Where are they coming from?” </li></ul>
  17. 18. <ul><li>V = Key Value Proposition </li></ul><ul><li>What makes you so different? </li></ul>
  18. 21. <ul><li>2(i-f) </li></ul><ul><li>Incentive - Friction </li></ul>
  19. 24. <ul><li>2a </li></ul><ul><li>Anxiety </li></ul>
  20. 26. <ul><li>Your goal </li></ul><ul><li>C = 4m + 3v + 2(i-f) – 2a </li></ul>O
  21. 27. <ul><li>Landing Page Optimisation is the biggest profit driver </li></ul><ul><li>under your control </li></ul>
  22. 28. <ul><li>Why does it matter? </li></ul><ul><li>What happens if conversion goes up, and your ad spend stays the same? </li></ul><ul><li>Costs less to get customers </li></ul><ul><li>Can get more customers for same spend </li></ul><ul><li>Can afford to bid higher than your competition </li></ul><ul><li>ROI improves </li></ul><ul><li>You get a raise </li></ul>
  23. 29. <ul><li>How sites are built: The old way </li></ul><ul><li>Designers come up with something that looks good </li></ul><ul><li>Board room meetings - nicest tie decides </li></ul><ul><li>Changes made out on the site </li></ul><ul><li>Hope and a Prayer </li></ul><ul><li>A lot of money gets spent </li></ul><ul><li>Sales/Conversions go up… or down. </li></ul>
  24. 30. <ul><li>Test, test, test!! </li></ul><ul><li>What is it? Showing different designs randomly to different customers. </li></ul><ul><li>Let your customers help tell you what will make them buy, take action </li></ul><ul><li>A forced survey of sorts </li></ul><ul><li>Systematic way to find out “what works” for your When/Where/Who combination? </li></ul><ul><ul><li>Every offer is different </li></ul></ul><ul><li>A Better way…. </li></ul>
  25. 31. <ul><li>What changes when you test? </li></ul><ul><li>Designers come up with several ideas </li></ul><ul><li>Board room meetings- nicest Tie decides </li></ul><ul><li>Changes made out on the site </li></ul><ul><li>Hope and a Prayer </li></ul><ul><li>A lot of money gets spent </li></ul><ul><li>Everyone is nervous </li></ul><ul><li>Sales go up, down or stay the same </li></ul>
  26. 32. <ul><li>What changes? </li></ul><ul><li>Designers come up with several great ideas </li></ul><ul><li>Test is designed to validate which idea works best </li></ul><ul><li>Changes made out on the site </li></ul><ul><li>Top performer is discovered and confirmed </li></ul><ul><li>No one is nervous </li></ul><ul><li>Conversion/ ROI/ Sales go up </li></ul>
  27. 33. <ul><li>So what do I test? </li></ul><ul><li>Uncovering issues… </li></ul><ul><li>Google Analytics - Start with conversion goals – build your funnel ! </li></ul><ul><li>Are you tracking onsite Search? </li></ul><ul><li>Traditional methods still work too – surveys, customer service reps, forums. </li></ul><ul><li>Online / Offline </li></ul>
  28. 34. <ul><li>Measuring Success </li></ul><ul><li>Show me the numbers.. (but I only need a few) </li></ul><ul><li>Conversion KPI’s </li></ul><ul><ul><li>Conversion Rates Is 3 % your target? </li></ul></ul><ul><ul><li>Bounce rates 25%-40% is normal </li></ul></ul><ul><ul><li>Top exit pages </li></ul></ul>
  29. 35. <ul><li>What to test…. </li></ul><ul><li>Layout </li></ul><ul><li>Copy </li></ul><ul><li>Headings </li></ul><ul><li>Images </li></ul><ul><li>Buttons </li></ul><ul><li>Navigation </li></ul><ul><li>Traffic (eg SEO vs PPC) </li></ul>
  30. 36. <ul><li>A/B Testing </li></ul><ul><ul><li>Test two ideas at a time </li></ul></ul><ul><li>Full Factorial Multivariate testing </li></ul><ul><ul><li>Can test more than two, but its slow </li></ul></ul><ul><li>Fractional Multivariate (ie Taguchi) </li></ul><ul><ul><li>Can test dozens or hundreds at a time, quickly. </li></ul></ul>Methodologies
  31. 37. Example Campaign: Arrowvoice & Data wanted to optimise their website performance. The original landing page suffered from a couple of issues. The main issue was that there were too many call to actions, which confused visitors to the page.
  32. 38. Taguchi Optimisation Design: The following factors (or variables) were chosen for the optimization, creating 81 unique combinations: Headline (3 options) Greeting (3 options) Image 1 (3 options) Image 2 (3 options) The next pages detail these variables and let you “get inside” our heads on the results/analysis for each one. Greeting Headline Image 1 Image 2
  33. 40. The Result: The live chat proved to be the most important variable on this page. The first option was the clear winner.
  34. 41. Test Results: Two variables were shown to carry the most influence on response. We also observed the image as being very important. This is summarized in the “predicted best recipe” section on the right. This recipe performed: 250% better than the control. (10% vs. approx 4%)
  35. 42. <ul><li>Websalad.com.au </li></ul><ul><li>Conversion Optimisation Specialists </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Online Reputation Management </li></ul><ul><li>Level 2, 2 Barrack St </li></ul><ul><li>Sydney NSW 2000 </li></ul><ul><li>[email_address] </li></ul><ul><li>PH: 02 8028 4000 </li></ul>