SEO 3.0:Conversion Rate Optimization          Presented by:
About Kelly Cutler    Kelly Cutler is the CEO of Marcel    Media, a Google Certified    interactive marketing firm    spec...
Agenda         Evolution of Analytics         Conversion Optimization Defined         Key Benefits         The Process    ...
Background: Evolution of Web Analytics  Webmasters begin                                                 Shifting directio...
What is Conversion Rate Optimization, (CRO)?                                               2/8/2012 Slide: 5
Benefits of CRO     •   Convert Website Visitors into Customers     •   Establish a Stronger, More-Engaged User Base     •...
Expanding Conversion Points                              2/8/2012 Slide: 7
Conversation Rate Optimization Process Elements to Consider: 1. Site    Focus/Objectives:    The Call – to – Action 2. Pag...
CRO Tools   1. Conversion Funnels   2. Form Analytics   3. Heatmaps      • A compliment to web analytics      • Focus on u...
CRO Tools: Conversion Funnel Report  • Percentages of visitors    completing a conversion  • Drop off rates  • Stages wher...
CRO Tools: Form Analytics   Form analytics are complied from aggregate reports that evaluate the user’s   various actions....
CRO Tools: Heatmaps    • Attention Heatmaps: Good for long      pages of content. Where do they      stop scrolling and st...
CRO in Action                           Case Studies:                YourLabelsNow.com & Allen Brothers                   ...
CRO in Action                2/8/2012 Slide: 14
CRO in Action: YourLabelsNow.com                One Column                                   2/8/2012 Slide: 15
CRO in Action: YourLabelsNow.com   Actions:      • Reorganized the page into two columns      • Reorganized the form into ...
CRO in Action: YourLabelsNow.com            Two Column                         New design produced a 23%                  ...
CRO in Action                2/8/2012 Slide: 18
CRO in Action: Allen Brothers                                2/8/2012 Slide: 19
CRO in Action: Allen Brothers  20% increase in conversions                                2/8/2012 Slide: 20
CRO in Action: Allen Brothers                                2/8/2012 Slide: 21
CRO in Action: Allen Brothers                      180% increase in CTR                    8% increase in conversions     ...
2/8/2012 Slide: 23
Conversion Rate Optimization (CRO)   Methods of Testing & Evaluation     • Aesthetic Analysis     • Conversion Funnel Anal...
Thank You            Questions?@kfcutler   /in/kellycutler   kelly@marcelmedia.com                                        ...
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SEO 3.0 - Conversion Rate Optimization

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Marcel Media CEO Kelly Cutler

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  • While web analytics gathers data regarding how traffic arrives to a website, Conversion Rate Optimization (CRO) collects information about what actions take place inside any given webpage. This information can be used to make enhancements, and lead the user to the desired conversion.
  • Conversion Rate Optimization evolves website usability to the next level. The goal is to optimize the conversion process, prompting users to take desired actions that meet website goals.
  • Cf 1
  • replace with GA funnel
  • Need to decrease drop offs on order forms
  • Original From - The majority of the drop off’s occurred because users couldn’t locateinformation resources and samples.
  • As a result we changed the instant quote form to be more visually engaging added a second column with sample images and help options/resource links..
  • Increase sales of high margin products
  • Increase sales of high margin products
  • Increase sales of high margin products
  • Increase sales of high margin products – still waiting on conversion date from Patrick (DD)
  • Transition to the end
  • SEO 3.0 - Conversion Rate Optimization

    1. 1. SEO 3.0:Conversion Rate Optimization Presented by:
    2. 2. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive marketing firm specializing in Search Engine Marketing. Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics @kfcutler across the country. /in/kellycutler And two kids. 2/8/2012 Slide: 2
    3. 3. Agenda Evolution of Analytics Conversion Optimization Defined Key Benefits The Process CRO Tools CRO Case Studies 2/8/2012 Slide: 3
    4. 4. Background: Evolution of Web Analytics Webmasters begin Shifting direction and Launch of to “optimize” Launch of new tools focused on Google Analytics websites for search Google Adwords CONVERSION OPTIMIZATION Mid 1990s 2000 2005 2007 2011-2012 First hosted web counters Arrival of Heatmaps 2/8/2012 Slide: 4
    5. 5. What is Conversion Rate Optimization, (CRO)? 2/8/2012 Slide: 5
    6. 6. Benefits of CRO • Convert Website Visitors into Customers • Establish a Stronger, More-Engaged User Base • Improve User Experience • Increase Revenue and Profits • Drive ROI from SEM and other Advertising Programs • Generate More Repeat Business • Continuous Optimization 2/8/2012 Slide: 6
    7. 7. Expanding Conversion Points 2/8/2012 Slide: 7
    8. 8. Conversation Rate Optimization Process Elements to Consider: 1. Site Focus/Objectives: The Call – to – Action 2. Page Layout 3. Navigation 4. Copy 5. Promotions & Offers 6. Checkout Process 7. Imagery 8. Product Selection Process 9. Security Fields 2/8/2012 Slide: 8
    9. 9. CRO Tools 1. Conversion Funnels 2. Form Analytics 3. Heatmaps • A compliment to web analytics • Focus on user actions within site • Data points include: o engagement tracking o conversion metrics 2/8/2012 Slide: 9
    10. 10. CRO Tools: Conversion Funnel Report • Percentages of visitors completing a conversion • Drop off rates • Stages where the most drop off’s occur 2/8/2012 Slide: 10
    11. 11. CRO Tools: Form Analytics Form analytics are complied from aggregate reports that evaluate the user’s various actions. Reports: • Form Analytics: Where users exit a page/site • Conversion Reports: Highlights conversion funnels • Drop Report: What piece of content was last viewed before exiting the site. • Time Report: How long it takes to fill out a form • Blank Field Report: What sections are overlooked (design element) • Refill Report: What fields did the user fill in incorrectly the first time 2/8/2012 Slide: 11
    12. 12. CRO Tools: Heatmaps • Attention Heatmaps: Good for long pages of content. Where do they stop scrolling and start reading? • Scroll Reach Heatmaps: Enforces Attention Heatmaps, helps to identify ideal placement of content on a page, scrolling behavior, and gauges where visitors hover and read content. • Mouse Click Heatmap: Tracks numbers of clicks on a page, gauages performance of each hyperlink, identifies content that needs to be linking to another page (i.e. logos or images). • Mouse Move Heatmap: Gauges what content people are looking at on a page, similar to eye tracking. 2/8/2012 Slide: 12
    13. 13. CRO in Action Case Studies: YourLabelsNow.com & Allen Brothers 2/8/2012 Slide: 13
    14. 14. CRO in Action 2/8/2012 Slide: 14
    15. 15. CRO in Action: YourLabelsNow.com One Column 2/8/2012 Slide: 15
    16. 16. CRO in Action: YourLabelsNow.com Actions: • Reorganized the page into two columns • Reorganized the form into two columns • Added numbers so user would know each step • Added images of samples • Colorized conversion point 2/8/2012 Slide: 16
    17. 17. CRO in Action: YourLabelsNow.com Two Column New design produced a 23% increase in conversions 2/8/2012 Slide: 17
    18. 18. CRO in Action 2/8/2012 Slide: 18
    19. 19. CRO in Action: Allen Brothers 2/8/2012 Slide: 19
    20. 20. CRO in Action: Allen Brothers 20% increase in conversions 2/8/2012 Slide: 20
    21. 21. CRO in Action: Allen Brothers 2/8/2012 Slide: 21
    22. 22. CRO in Action: Allen Brothers 180% increase in CTR 8% increase in conversions 2/8/2012 Slide: 22
    23. 23. 2/8/2012 Slide: 23
    24. 24. Conversion Rate Optimization (CRO) Methods of Testing & Evaluation • Aesthetic Analysis • Conversion Funnel Analysis • Incoming Traffic Analysis • In-depth User Testing • User Surveys • A/B Testing & Multivariate Testing • Site Reviews by Industry Experts 2/8/2012 Slide: 24
    25. 25. Thank You Questions?@kfcutler /in/kellycutler kelly@marcelmedia.com 2/8/2012 Slide: 25
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