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30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
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30 *Free* Tools to Measure Your Social Media Effectiveness

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Adam Prohel presentation at Online Marketing Summit in Las Angeles June 14th 2011 …

Adam Prohel presentation at Online Marketing Summit in Las Angeles June 14th 2011

Want to measure what’s being said about your brand on blogs and social networks? How about your competitors? Maybe you’re launching a new product or service and need help reaching out to some key influencers. This session will take you through more than 30 free tools that will help you with all of this, plus more

Focus: B2B/B2C on Social Media

Published in: Technology, Business
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    • 1. Post Click Marketing<br />Practical Methods for Conversion Optimization<br />Adam Proehl<br />Managing Partner, NordicClick Interactive<br />@adamproehl<br />6/13/2011<br />
    • 2. About Me<br />14 years of online marketing experience<br />Principle at NordicClick Interactive – a full service Digital Marketing Agency<br />Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA<br />Instructor at the Online Marketing Institute<br />All around “Data driven kinda guy”<br />Unapologetic Viking Fan (Don’t take my team!)<br />
    • 3. Topics<br />What is a Conversion?<br />What Conversions Matter to Your Business?<br />Measurements<br />Optimizing Poor Conversion Rates<br />Post Conversion – Now What?<br />
    • 4. What is a Conversion?<br />?<br />
    • 5. What is a Conversion?<br />$$<br />
    • 6. What is a Conversion?<br />The Obvious Ones:<br />
    • 7. What is a Conversion?<br />Commerce Transaction:<br />
    • 8. What is a Conversion?<br />Free Trial:<br />
    • 9. What is a Conversion?<br />Request a Quote:<br />
    • 10. What is a Conversion?<br />Contact Us Form:<br />
    • 11. What is a Conversion?<br />Phone Call:<br />
    • 12. What is a Conversion?<br />Email Us:<br />
    • 13. What is a Conversion?<br />Whitepaper Download:<br />
    • 14. What is a Conversion<br />The “not always so obvious”<br />
    • 15. What is a Conversion<br />Watch a video<br />
    • 16. What is a Conversion<br />Read Case Study<br />
    • 17. What is a Conversion<br />View Site Content<br />
    • 18. What is a Conversion<br />Social Links<br />
    • 19. What is a Conversion<br />Email Signup<br />
    • 20. What is a Conversion?<br />Types of Conversions: A simplified lame sports analogy<br />Points<br />Assists<br />
    • 21. What is a Conversion?Understand conversion metrics<br /><ul><li>You get the name
    • 22. Follow up action/deliverable required
    • 23. Varying degrees of value
    • 24. May not capture name
    • 25. Might not be an immediate follow up action
    • 26. Possibly set them up for a return visit/hard conversion</li></li></ul><li>What is Not a Conversion?<br />…Any “conversion” that doesn’t matter to your business<br />
    • 27. What Conversions Matter?<br />
    • 28. What Conversions Matter?<br />How do you determine?<br />
    • 29. What Conversions Matter?<br />Starting Point: Business Objectives<br /><ul><li>What is your business’ reason for existence?
    • 30. Where does digital marketing support it?</li></li></ul><li>What Conversions Matter? <br />Starting Point: Business Objectives<br />Company Objectives 2011<br />
    • 31. What Conversions Matter? <br />Sub initiatives <br />30k ft view<br />
    • 32. What Conversions Matter? Map your external stakeholder touch points<br />Start Here<br />Simplified Example<br />
    • 33. What Conversions Matter?: Involve Stakeholders & Define Success Early<br /><ul><li>Business Objectives
    • 34. Success Measurements
    • 35. Benchmarks
    • 36. Get Stakeholder Buy-In</li></li></ul><li>What Conversions Matter?<br />Determining conversions that matter - who needs to be involved?<br />
    • 37. Measurements<br />Web Analytics<br />
    • 38. Measurements<br />So My Site Conversion Rate is:<br />
    • 39. Measurements<br />Site Conversion:<br />Without context, it’s a useless stat<br />
    • 40. Measurements<br />The Flaw of Averages<br />
    • 41. Measurements<br />Making Conversion Metrics Useful: Adding Context<br />Segmentation<br />Assigning Value<br />
    • 42. Measurements<br />Segmentation<br />
    • 43. Measurements<br />Traffic Segmentation – “Points”<br />
    • 44. Measurements<br />Traffic Segmentation – A level deeper: keywords<br />
    • 45. Measurements<br />Traffic Segmentation – Understanding Behavior<br />New Visitor<br />Returning Visitor<br />
    • 46. Measurements<br />Deeper Segmentation – Understanding Behavior<br />New Visitor<br />
    • 47. Measurements<br />Deeper Segmentation – Mobile & Landing Pages <br />
    • 48. Measurements<br />Deeper Segmentation – Mobile & Landing Pages<br />
    • 49. Measurements<br />Deeper Segmentation – User Platform<br />
    • 50. Measurements<br />Deeper Segmentation – Some Basic Things to Look For<br /><ul><li>Traffic Source
    • 51. Campaign
    • 52. User Systems
    • 53. New vs. Returning Visitors
    • 54. Keyword Phrase</li></li></ul><li>Measurements<br />Free Tool: Snip-n-Tag (Firefox Add on)<br />- Shorten URL (bit.ly, ow.ly, etc)<br />- Make it <br />trackable in Google<br />Analytics <br />-All in one interface<br /> from a Firefox sidebar <br />http://addons.mozilla.org<br />
    • 55. Measurements<br />Assigning Value<br />
    • 56. Measurements<br />Doing the Math: Simple B2B Example<br />Balance averages with granularity<br />
    • 57. Measurements<br />Assigning Value (Google Analytics Example)<br /><ul><li>Document method for assigning value
    • 58. Have buy-in from appropriate stakeholders
    • 59. Acknowledge your unknowns & “educated guesses”</li></li></ul><li>Measurements<br />Assigning Value: Assists (back to lame sports analogy)<br />Career leader in points<br />
    • 60. Measurements<br />Assigning Value: Assists<br />Where would he be without these guys?<br />
    • 61. Measurements<br />Assigning Value: Understanding Assists<br />Downloads<br />
    • 62. Measurements<br />Deeper Segmentation – Type of Event<br />
    • 63. Measurements  Optimization<br />Befriend a Geek<br /><ul><li>Special Tagging Needs
    • 64. Business Requirements
    • 65. Tracking Vigilance
    • 66. Code Updates / Enhancements</li></li></ul><li>Measurements  Optimization<br />Switching Gears – “What’s a Marketing Report?”<br />More to it than just data, statistical significance, and confidence levels<br />
    • 67. Optimizing Conversions<br />Convergence of Art & Science<br />Image Credit: Elaine Strosberg, UCLA<br />
    • 68. Optimizing Conversions<br />User Experience<br />
    • 69. Optimizing Conversions<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
    • 70. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
    • 71. Simple java script code
    • 72. Cheap – Starting at $9 a month</li></li></ul><li>Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Heatmap<br />Some Key Metrics:<br /><ul><li>Hovers
    • 73. Hover Conversion
    • 74. Time to Click
    • 75. Hesitation</li></ul>www.clicktale.com<br />
    • 76. Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
    • 77. Optimizing Conversions<br />Other ClickTale Features:<br /><ul><li>Session Recordings
    • 78. Conversion Funnels
    • 79. Other Heatmaps</li></ul>Price: Free for 400 pageviews / mo<br /> $99/mo for 20k pageviews/mo<br />Bigger Plans for bigger sites<br />
    • 80. Optimizing Conversions: The Landing Page<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
    • 81. Pick your users
    • 82. 48 hour time limit from start
    • 83. One Simple Task: “The most remembered words and phrases for your webpage”
    • 84. Price: Free</li></ul>www.clueapp.com<br />
    • 85. Optimizing Conversions: The Landing Page<br />Three tools in one: Usability Hub<br />Price: <br /><ul><li>Starts at free, but $20 a month would be recommended for most SMB’s
    • 86. Earn freebies by particpiating in tests</li></ul>www.usabilityhub.com<br />
    • 87. Optimizing Conversions: The Landing Page<br />Tool: Five Second Test (from Usability Hub)<br />Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site. <br /><ul><li>Displays a screenshot for 5 secs.
    • 88. Ask follow up questions after image removed
    • 89. Select number of responses you want</li></ul>www.fivesecondtest.com<br />
    • 90. Optimizing Conversions: The Landing Page<br />Tool: Five Second Test (from Usability Hub)<br />Keyword Cloud Responses<br />Price: <br /><ul><li>Starts at free, but $20 a month would be recommended for most SMB’s
    • 91. Earn freebies by particpiating in tests</li></ul>www.fivesecondtest.com<br />
    • 92. Optimizing Conversions: The Landing Page<br />Tool: Clicktest (from Usability Hub)<br />www.theclicktest.com<br />
    • 93. Optimizing Conversions: The Landing Page<br />Cheap Tool: Navflow (from Usability Hub)<br /><ul><li>Have users test your ideal vision of a navigation flow
    • 94. See how many get it right (according to your vision)
    • 95. Find holes in your design flow</li></ul>www.navflow.com<br />
    • 96. Optimizing Conversions: The Landing Page<br />Tool: Navflow (from Usability Hub)<br /><ul><li>Success/failure report
    • 97. Identify holes/gaps
    • 98. Retest</li></ul>www.navflow.com<br />
    • 99. Optimizing Conversions: The Landing Page<br />Cheap Tool: Attention Wizard<br /><ul><li>Predictive Heatmap
    • 100. Predicts eye movements</li></ul>Price: From $6 a test, also subscription option<br />www.attentionwizard.com<br />
    • 101. Optimizing Conversions: The Landing Page<br />Free Tool: Mobile Phone Emulator<br />www.mobilephoneemulator.com/<br />
    • 102. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />www.usertesting.com<br />
    • 103. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />Follow up questions after site review<br />Standard demographics<br />www.usertesting.com<br />
    • 104. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />Video<br />Follow Up Question Answers<br />Price: $39 per test<br />www.usertesting.com<br />
    • 105. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />www.usertesting.com<br />
    • 106. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />Price: $15 for 10 answers<br />www.usertesting.com<br />
    • 107. Optimizing Conversions:Survey Data<br />Free Tool: 4Q Survey<br />Designed by Avinash<br /><ul><li>Free for first 100 responses
    • 108. 4 basic questions
    • 109. Simple java script implementation
    • 110. GA integration</li></ul>www.4qsurvey.com<br />
    • 111. Optimizing Conversions: Practical Methodology<br />The Three Click Rule: Forget it<br />
    • 112. Optimizing Conversions: Practical Methodology<br />Make Crumbs<br />
    • 113. Optimizing Conversions: Practical Methodology<br />Always allow time for testing<br />
    • 114. Optimizing Conversions: Practical Methodology<br />Testing & Segmenting: Start Simple<br /><ul><li>Buyers & Non-Buyers (on your list)
    • 115. Product Line
    • 116. Traffic Source / Initial Touch</li></li></ul><li>Optimizing Conversions: Score Everything!<br /><ul><li> Automated = Best; Manual = Can Work
    • 117. Not rocket science – start simple
    • 118. Learn & adjust
    • 119. Buy in from Stakeholders</li></ul>5<br />2<br />1<br />
    • 120. Optimizing Conversions: Practical Methodology<br />Testing & Segmenting: Start Simple<br /><ul><li>Buyers & Non-Buyers (on your list)
    • 121. Product Line
    • 122. Traffic Source</li></li></ul><li>Post Conversion <br />
    • 123. Post ConversionYour view of the web based leads<br />
    • 124. Post ConversionSales’ view of web leads<br />
    • 125. Post Conversion<br />Close the Loop<br />
    • 126. Post Conversion<br />Dollars & Margins (where you can)<br />
    • 127. Post Conversion<br />Reporting<br />
    • 128. Takeaway Points<br />Understand what a conversion is<br />Determine what applies to your business<br />Measure<br />Test<br />Post Conversion: Close the Loop<br />
    • 129. Thank You<br />Practical Methods for Conversion Optimization<br />Adam Proehl<br />Managing Partner<br />adam@nordicclick.com<br />952-460-3331<br />@adamproehl<br />www.linkedin.com/in/adamproehl<br />Post Click Marketing<br />

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