Homepage Optimization Applied


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  • Visually its more appealing to view the funnel in a normal configuration. To invert the funnel emphasise the difficulty of moving the prospect along your conversion path. The prospect must 'climb up' the funnel answering the micro yes's along the route. I know when I climb a long hill I get tired. Its the same with the conversion path. Make it short and sweet but answering and giving value along the way.
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  • This page is now serving as a directory. Some of our most effective pages have been directory pages and have been successful with even more than three options.
  • Assigned: ADAMSubmitted by: Tina & CherylFIRST HANDSHAKE (CAN’T MAKE ASSUMPTIONS) - WHAT ACTION DO YOU WANT PEOPLE TO TAKE - PROCESS LEVEL VPPrimary Audience: Adult learners (30-55) who are considering going back to school to finish their Bachelors degree in technology or business or to Further their education. Primary Objective: Help prospective students find more information on their program of interest Primary Sources of Traffic for homepage: SEO:50.05% (Google 58%) Referral:21.51% Direct: 27.38% Campaigns: 1.06% Keywords: (SEO) Majority of search volume comes from branded keywords. Non-Branded Keywords: (from highest to lowest) RN to MSN online, online computer science degree, rn to msn, nursing informatics, rn to msn online programs
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  • Assigned: ADAMSubmitted by: Mary EllenWHAT DOES FRESH FINDS MEAN - VP SECTION AT TOP 100 PIX - WHAT VALUE DOES THE MAIN HERO PROVIDE (CONSIDER SALES/PROMOS) - APPEAL TO NEW VISITORS (COOKIE)Primary Audience: 30-50 year old womenPrimary Objective: Get visitors to buy the products offeredPrimary Sources of Traffic: Direct, paid search (fresh finds) and email.
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  • Homepage Optimization Applied

    1. 1. Home Optimization Applied:Learn how to replicate a 331% lift on your own site(Special live optimization Web Clinic)
    2. 2. Join the conversation on Twitter #webclinic #webclinic
    3. 3. Today’s team Daniel Burstein Jon Powell Director of Editorial Senior Manager Content Research and Strategy Adam Lapp Associate Director Optimization & Research #webclinic
    4. 4. Background and Test Design Experiment ID: MTCA Microsite Test Location: MarketingExperiments Research Library Test Protocol Number: TP1560Research Notes: Background: Migraine Treatment Centers of America offers an innovative long-term migraine treatment solution to people suffering from migraines. Goal: To increase leads from the website Primary Research Question: Which value exchange strategy will result in a higher conversion rate? Approach: A/b multifactor split #webclinic
    5. 5. ControlExperiment: Control• The control homepage casts a broad net and attempts to capture all lead types with a single message and CTA. #webclinic
    6. 6. Experiment: Treatment Treatment• The treatment accounts for three major lead types with three evenly weighted columns. 6 #webclinic
    7. 7. Experiment: Side-by-side Control Treatment 7 #webclinic
    8. 8. Experiment: Results 331% Increase in lead rate The Treatment generated 330.6% more conversions than the Control Verison CR Rel. diff Stat. Conf Control 1.6% - - Treatment 7.0% 330.6% 99%  What You Needsequence of the three primarythe value proposition and CTA to the thought to Understand: By matching prospect types, the treatment generated a 331% higher conversion rate than the control. #webclinic
    9. 9. What we discoveredF Key Principles 1. Too often, marketers confuse the objective of a homepage with the objective of a landing page. 2. In most cases, the objective of a homepage should be to get various prospect types on the correct path up the inverted funnel. #webclinic
    10. 10. The goal of the Marketer is to move the Prospect Up, Not down, the Funnel. 10#webclinic
    11. 11. The Inverted Funnel1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.2. The funnel analogy distorts g = 9.81 m/s2 reality. People are not falling into your funnel, they are falling out. The funnel must be inverted.3. People don’t travel down the center of the funnel. People are climbing up the sides. #webclinic
    12. 12. The Inverted Funnel (Ma)YES Y Sales Call (Mi)YES (Mi)YES The Message (Mi)YES Landing Page (Mi)YES (Mi)YES Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business PPC Ad (Mi)YES 12 #webclinic
    13. 13. What we discoveredF Key Principles 1. Too often, marketers confuse the objective of a homepage with the objective of a landing page. 2. In most cases, the objective of a homepage should be to get various prospect types on the correct path up the inverted funnel. 3. One way to accomplish this objective is by shifting our homepage approach to a directory page. #webclinic
    14. 14. The Goal of a Homepage Control: “Landing Page” Approach Conversion Rate Prospect Type 1 General Lead Prospect Type 2 1.6% Prospect Type 3 14 #webclinic
    15. 15. The Goal of a Homepage Treatment: “Directory Page” Approach Conversion Rate Prospect Type 1 Prospect Type 2 Lead Type 2 7.0% Prospect Type 3 15 #webclinic
    16. 16. Today, we are going to learn how to optimize a homepagethrough live optimization with our research analysts. 16#webclinic
    17. 17. Live Optimizationhttp://www.americansentinel.edu/ 17 #webclinic
    18. 18. Live Optimizationhttp://www.stage-gate.com/ 18 #webclinic
    19. 19. Live Optimization www.marketlabinc.com 19 #webclinic
    20. 20. Live Optimizationhttp://www.salescrunch.com/ 20 #webclinic
    21. 21. Live Optimizationhttp://www.xenos.com/xe/home/ 21 #webclinic
    22. 22. Live Optimizationwww.caribbeanhotels.com 22 #webclinic
    23. 23. LiveOptimizationhttp://www.operational-strategies.com/ 23 #webclinic
    24. 24. Live Optimizationhttp://www.utilityanalyticsweek.com/ 24 #webclinic
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    35. 35. Live Optimization www.playbetterstore.com 36 #webclinic
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    38. 38. Live Optimizationhttps://www.providentbanking.com/ 39 #webclinic
    39. 39. Live Optimization www.web123.com.au 40 #webclinic
    40. 40. Live Optimizationhttp://www.click4gap.co.uk/ 41 #webclinic
    41. 41. MarketingExperiments.com/subscribe 42