Why is it that only 5% of your email list clicks? Or why is it that only 8% of your website traffic buys or signs up? In this class Paul Kortman a local digital marketing consultant will walk you through the best practices for increasing conversion rates as well as strategies & tools to test for improved conversion rates. Do you know is Yellow or Red a better "Buy Now" button? The end of this class will include a review of attendees' websites and email campaigns to suggest changes to improve conversions.

1. Start Garden
Conversion Optimization
connexsocial.com/presentations
Paul Kortman @namtrok
#StartGarden

2. Digital Marketing Agency
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@namtrok
Organic Search
Online Ads
Copywriting
Content Generation
Social Media
Data Analysis
● Email Marketing
● Conversion
Optimization
● Inbound Marketing
● Retargeting
● Lead Generation
#StartGarden
paul@connexsocial.com

3. Class Overview
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@namtrok
Definitions and Terms in CO
Tests
Tools
Live Drive
#StartGarden
paul@connexsocial.com

4. Conversion Optimization Defined
● Conversion: move one step deeper
● Rate: Measure who convert
● Optimize: Increase Rate
@namtrok
#StartGarden
paul@connexsocial.com

5. Conversion Optimization Is Not:
● Increasing/Filling the top of the funnel
● Changing Source of Traffic
@namtrok
#StartGarden
paul@connexsocial.com

6. Terms used in CO
● Call to Action (CTA)
● Landing Page
● Micro conversion
● Macro conversion
● Lead Generation
● A/B or Multivariate Testing
● Above the Fold
● Heatmap
@namtrok
#StartGarden
paul@connexsocial.com

7. Don’t forget
Landing Page
Informative Page
More Info
Application/Form Submit
Contact Made
Purchase/Sale
@namtrok
#StartGarden
paul@connexsocial.com

8. Goal of Conversion Optimization
Increase Bottom Line through increased
● quantity of leads
● quality of leads
@namtrok
#StartGarden
paul@connexsocial.com

9. Class Overview
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@namtrok
Definitions and Terms in CO
Tests
Tools
Live Drive
#StartGarden
paul@connexsocial.com

10. Tests Versus Opinions
● What’s the better motivating CTA?
○ Donate Now!
○ Join the Cause!
● There are basics/standards/best practices
● The rest (even best practices) need to be
tested
@namtrok
#StartGarden
paul@connexsocial.com

11. Aspects/Elements To Test
● CTA
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@namtrok
Text Variations
Button Size
Color
Location
#StartGarden
paul@connexsocial.com

12. Aspects/Elements To Test
● Headline Text
Sign Up Now!
Join Now for Early Benefits.
Sign up for your chance to win a trip to Hawaii
Subscribe to discover the benefits we offer!
@namtrok
#StartGarden
paul@connexsocial.com

13. Aspects/Elements To Test
● Subheadline Text
Your contribution to Best Friends goes straight to work helping tens of
thousands of animals — both at the Sanctuary and, through outreach
and rescue programs, all across the country. Your gift today helps to
Save Them All.
The ability to Save Them All can only be achieved when like-minded
organizations and individuals come together.
@namtrok
#StartGarden
paul@connexsocial.com

14. Aspects/Elements To Test
● Amount of Text
@namtrok
#StartGarden
paul@connexsocial.com

15. Aspects/Elements To Test
● Value Proposition
@namtrok
#StartGarden
paul@connexsocial.com

16. Aspects/Elements To Test
● Hero Image
○ Variations
○ Size
○ Formatting
@namtrok
#StartGarden
paul@connexsocial.com

17. Aspects/Elements To Test
● Directional Cues
@namtrok
#StartGarden
paul@connexsocial.com

18. Aspects/Elements To Test
● Page Layout
@namtrok
#StartGarden
paul@connexsocial.com

19. Aspects/Elements To Test
● Form Elements/Length
@namtrok
#StartGarden
paul@connexsocial.com

20. Aspects/Elements To Test
● Testimonials
@namtrok
#StartGarden
paul@connexsocial.com

21. Aspects/Elements To Test
● Trust Badges
@namtrok
#StartGarden
paul@connexsocial.com

22. Aspects/Elements To Test
● Logo
@namtrok
#StartGarden
paul@connexsocial.com

23. Aspects/Elements To Test
● Nav
@namtrok
#StartGarden
paul@connexsocial.com

24. Class Overview
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@namtrok
Definitions and Terms in CO
Tests
Tools
Live Drive
#StartGarden
paul@connexsocial.com

25. Tools: Unbounce
● Subdomain
● Easy Testing/Weighting
● Build without your CMS
@namtrok
#StartGarden
paul@connexsocial.com

26. Tools: Optimizely
● Javascript
● Can optimize any page
● Easy Testing/Weighting
@namtrok
#StartGarden
paul@connexsocial.com

27. Class Overview
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●
@namtrok
Definitions and Terms in CO
Tests
Tools
Live Drive
#StartGarden
paul@connexsocial.com

28. Questions?
Thank You!
connexsocial.com/presentations
Paul Kortman
paul@connexsocial.com
@namtrok