Post Click Marketing<br />Practical Methods for Conversion Optimization<br />Adam Proehl<br />Managing Partner, NordicClic...
About Me<br />14 years of online marketing experience<br />Principle at NordicClick Interactive – a full service Digital M...
Topics<br />What is a Conversion?<br />What Conversions Matter to Your Business?<br />Measurements<br />Optimizing Poor Co...
What is a Conversion?<br />?<br />
What is a Conversion?<br />$$<br />
What is a Conversion?<br />The Obvious Ones:<br />
What is a Conversion?<br />Commerce Transaction:<br />
What is a Conversion?<br />Free Trial:<br />
What is a Conversion?<br />Request a Quote:<br />
What is a Conversion?<br />Contact Us Form:<br />
What is a Conversion?<br />Phone Call:<br />
What is a Conversion?<br />Email Us:<br />
What is a Conversion?<br />Whitepaper Download:<br />
What is a Conversion<br />The “not always so obvious”<br />
What is a Conversion<br />Watch a video<br />
What is a Conversion<br />Read Case Study<br />
What is a Conversion<br />View Site Content<br />
What is a Conversion<br />Social Links<br />
What is a Conversion<br />Email Signup<br />
What is a Conversion?<br />Types of Conversions: A simplified lame sports analogy<br />Points<br />Assists<br />
What is a Conversion?Understand conversion metrics<br /><ul><li>You get the name
Follow up action/deliverable required
 Varying degrees of value
 May not capture name
 Might not be an immediate follow up action
Possibly set them up for a return visit/hard conversion</li></li></ul><li>What is Not a Conversion?<br />…Any “conversion”...
What Conversions Matter?<br />
What Conversions Matter?<br />How do you determine?<br />
What Conversions Matter?<br />Starting Point: Business Objectives<br /><ul><li>What is your business’ reason for existence?
Where does digital marketing support it?</li></li></ul><li>What Conversions Matter? <br />Starting Point: Business Objecti...
What Conversions Matter? <br />Sub initiatives <br />30k ft view<br />
What Conversions Matter? Map your external stakeholder touch points<br />Start Here<br />Simplified Example<br />
What Conversions Matter?: Involve Stakeholders & Define Success Early<br /><ul><li>Business Objectives
Success Measurements
Benchmarks
Get Stakeholder Buy-In</li></li></ul><li>What Conversions Matter?<br />Determining conversions that matter - who needs to ...
Measurements<br />Web Analytics<br />
Measurements<br />So My Site Conversion Rate is:<br />
Measurements<br />Site Conversion:<br />Without context, it’s a useless stat<br />
Measurements<br />The Flaw of Averages<br />
Measurements<br />Making Conversion Metrics Useful:    Adding Context<br />Segmentation<br />Assigning Value<br />
Measurements<br />Segmentation<br />
Measurements<br />Traffic Segmentation – “Points”<br />
Measurements<br />Traffic Segmentation – A level deeper: keywords<br />
Measurements<br />Traffic Segmentation – Understanding Behavior<br />New Visitor<br />Returning Visitor<br />
Measurements<br />Deeper Segmentation – Understanding Behavior<br />New Visitor<br />
Measurements<br />Deeper Segmentation – Mobile & Landing Pages <br />
Measurements<br />Deeper Segmentation – Mobile & Landing Pages<br />
Measurements<br />Deeper Segmentation – User Platform<br />
Measurements<br />Deeper Segmentation – Some Basic Things to Look For<br /><ul><li>Traffic Source
Campaign
User Systems
New vs. Returning Visitors
Keyword Phrase</li></li></ul><li>Measurements<br />Free Tool: Snip-n-Tag (Firefox Add on)<br />- Shorten URL (bit.ly, ow.l...
Measurements<br />Assigning Value<br />
Measurements<br />Doing the Math: Simple B2B Example<br />Balance averages with granularity<br />
Measurements<br />Assigning Value (Google Analytics Example)<br /><ul><li>Document method for assigning value
Have buy-in from appropriate stakeholders
Acknowledge your unknowns & “educated guesses”</li></li></ul><li>Measurements<br />Assigning Value: Assists (back to lame ...
Measurements<br />Assigning Value: Assists<br />Where would he be without these guys?<br />
Measurements<br />Assigning Value: Understanding Assists<br />Downloads<br />
Measurements<br />Deeper Segmentation – Type of Event<br />
Measurements  Optimization<br />Befriend a Geek<br /><ul><li>Special Tagging Needs
Business Requirements
Tracking Vigilance
Code Updates / Enhancements</li></li></ul><li>Measurements  Optimization<br />Switching Gears – “What’s a Marketing Repor...
Optimizing Conversions<br />Convergence of Art & Science<br />Image Credit: Elaine Strosberg, UCLA<br />
Optimizing Conversions<br />User Experience<br />
Optimizing Conversions<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
Segmentation capabilities (source, geo, date/time, OS, screen, etc)
Simple java script code
Cheap – Starting at $9 a month</li></li></ul><li>Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Heatmap<br />So...
Hover Conversion
Time to Click
Hesitation</li></ul>www.clicktale.com<br />
Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
Optimizing Conversions<br />Other ClickTale Features:<br /><ul><li>Session Recordings
Conversion Funnels
Other Heatmaps</li></ul>Price: 	 Free for 400 pageviews / mo<br />	$99/mo for 20k pageviews/mo<br />Bigger Plans for bigge...
Optimizing Conversions: The Landing Page<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
Pick your users
48 hour time limit from start
One Simple Task: “The most remembered words and phrases for your webpage”
Price: Free</li></ul>www.clueapp.com<br />
Optimizing Conversions: The Landing Page<br />Three tools in one: Usability Hub<br />Price: <br /><ul><li>Starts at free, ...
Earn freebies by particpiating in tests</li></ul>www.usabilityhub.com<br />
Optimizing Conversions: The Landing Page<br />Tool: Five Second Test (from Usability Hub)<br />Task: Imagine you own a sma...
Ask follow up questions after image removed
Select number of responses you want</li></ul>www.fivesecondtest.com<br />
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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

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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  • Transcript of "30 *Free* Tools to Measure Your Social Media Effectiveness"

    1. 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. 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. 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. 4. What is a Conversion?<br />?<br />
    5. 5. What is a Conversion?<br />$$<br />
    6. 6. What is a Conversion?<br />The Obvious Ones:<br />
    7. 7. What is a Conversion?<br />Commerce Transaction:<br />
    8. 8. What is a Conversion?<br />Free Trial:<br />
    9. 9. What is a Conversion?<br />Request a Quote:<br />
    10. 10. What is a Conversion?<br />Contact Us Form:<br />
    11. 11. What is a Conversion?<br />Phone Call:<br />
    12. 12. What is a Conversion?<br />Email Us:<br />
    13. 13. What is a Conversion?<br />Whitepaper Download:<br />
    14. 14. What is a Conversion<br />The “not always so obvious”<br />
    15. 15. What is a Conversion<br />Watch a video<br />
    16. 16. What is a Conversion<br />Read Case Study<br />
    17. 17. What is a Conversion<br />View Site Content<br />
    18. 18. What is a Conversion<br />Social Links<br />
    19. 19. What is a Conversion<br />Email Signup<br />
    20. 20. What is a Conversion?<br />Types of Conversions: A simplified lame sports analogy<br />Points<br />Assists<br />
    21. 21. What is a Conversion?Understand conversion metrics<br /><ul><li>You get the name
    22. 22. Follow up action/deliverable required
    23. 23. Varying degrees of value
    24. 24. May not capture name
    25. 25. Might not be an immediate follow up action
    26. 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. 27. What Conversions Matter?<br />
    28. 28. What Conversions Matter?<br />How do you determine?<br />
    29. 29. What Conversions Matter?<br />Starting Point: Business Objectives<br /><ul><li>What is your business’ reason for existence?
    30. 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. 31. What Conversions Matter? <br />Sub initiatives <br />30k ft view<br />
    32. 32. What Conversions Matter? Map your external stakeholder touch points<br />Start Here<br />Simplified Example<br />
    33. 33. What Conversions Matter?: Involve Stakeholders & Define Success Early<br /><ul><li>Business Objectives
    34. 34. Success Measurements
    35. 35. Benchmarks
    36. 36. Get Stakeholder Buy-In</li></li></ul><li>What Conversions Matter?<br />Determining conversions that matter - who needs to be involved?<br />
    37. 37. Measurements<br />Web Analytics<br />
    38. 38. Measurements<br />So My Site Conversion Rate is:<br />
    39. 39. Measurements<br />Site Conversion:<br />Without context, it’s a useless stat<br />
    40. 40. Measurements<br />The Flaw of Averages<br />
    41. 41. Measurements<br />Making Conversion Metrics Useful: Adding Context<br />Segmentation<br />Assigning Value<br />
    42. 42. Measurements<br />Segmentation<br />
    43. 43. Measurements<br />Traffic Segmentation – “Points”<br />
    44. 44. Measurements<br />Traffic Segmentation – A level deeper: keywords<br />
    45. 45. Measurements<br />Traffic Segmentation – Understanding Behavior<br />New Visitor<br />Returning Visitor<br />
    46. 46. Measurements<br />Deeper Segmentation – Understanding Behavior<br />New Visitor<br />
    47. 47. Measurements<br />Deeper Segmentation – Mobile & Landing Pages <br />
    48. 48. Measurements<br />Deeper Segmentation – Mobile & Landing Pages<br />
    49. 49. Measurements<br />Deeper Segmentation – User Platform<br />
    50. 50. Measurements<br />Deeper Segmentation – Some Basic Things to Look For<br /><ul><li>Traffic Source
    51. 51. Campaign
    52. 52. User Systems
    53. 53. New vs. Returning Visitors
    54. 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. 55. Measurements<br />Assigning Value<br />
    56. 56. Measurements<br />Doing the Math: Simple B2B Example<br />Balance averages with granularity<br />
    57. 57. Measurements<br />Assigning Value (Google Analytics Example)<br /><ul><li>Document method for assigning value
    58. 58. Have buy-in from appropriate stakeholders
    59. 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. 60. Measurements<br />Assigning Value: Assists<br />Where would he be without these guys?<br />
    61. 61. Measurements<br />Assigning Value: Understanding Assists<br />Downloads<br />
    62. 62. Measurements<br />Deeper Segmentation – Type of Event<br />
    63. 63. Measurements  Optimization<br />Befriend a Geek<br /><ul><li>Special Tagging Needs
    64. 64. Business Requirements
    65. 65. Tracking Vigilance
    66. 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. 67. Optimizing Conversions<br />Convergence of Art & Science<br />Image Credit: Elaine Strosberg, UCLA<br />
    68. 68. Optimizing Conversions<br />User Experience<br />
    69. 69. Optimizing Conversions<br />Review click patterns by source<br />Crazy Egg<br /><ul><li>Click based heatmapping tool
    70. 70. Segmentation capabilities (source, geo, date/time, OS, screen, etc)
    71. 71. Simple java script code
    72. 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. 73. Hover Conversion
    74. 74. Time to Click
    75. 75. Hesitation</li></ul>www.clicktale.com<br />
    76. 76. Optimizing Conversions<br />Cheap (maybe) Tool: ClickTale Form Analysis<br />www.clicktale.com<br />
    77. 77. Optimizing Conversions<br />Other ClickTale Features:<br /><ul><li>Session Recordings
    78. 78. Conversion Funnels
    79. 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. 80. Optimizing Conversions: The Landing Page<br />Free Tool: Clueapp<br /><ul><li>Displays landing page for 5.5 secs.
    81. 81. Pick your users
    82. 82. 48 hour time limit from start
    83. 83. One Simple Task: “The most remembered words and phrases for your webpage”
    84. 84. Price: Free</li></ul>www.clueapp.com<br />
    85. 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. 86. Earn freebies by particpiating in tests</li></ul>www.usabilityhub.com<br />
    87. 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. 88. Ask follow up questions after image removed
    89. 89. Select number of responses you want</li></ul>www.fivesecondtest.com<br />
    90. 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. 91. Earn freebies by particpiating in tests</li></ul>www.fivesecondtest.com<br />
    92. 92. Optimizing Conversions: The Landing Page<br />Tool: Clicktest (from Usability Hub)<br />www.theclicktest.com<br />
    93. 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. 94. See how many get it right (according to your vision)
    95. 95. Find holes in your design flow</li></ul>www.navflow.com<br />
    96. 96. Optimizing Conversions: The Landing Page<br />Tool: Navflow (from Usability Hub)<br /><ul><li>Success/failure report
    97. 97. Identify holes/gaps
    98. 98. Retest</li></ul>www.navflow.com<br />
    99. 99. Optimizing Conversions: The Landing Page<br />Cheap Tool: Attention Wizard<br /><ul><li>Predictive Heatmap
    100. 100. Predicts eye movements</li></ul>Price: From $6 a test, also subscription option<br />www.attentionwizard.com<br />
    101. 101. Optimizing Conversions: The Landing Page<br />Free Tool: Mobile Phone Emulator<br />www.mobilephoneemulator.com/<br />
    102. 102. Optimizing Conversions: Site Usability<br />Cheap Tool: UserTesting.com<br />www.usertesting.com<br />
    103. 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. 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. 105. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />www.usertesting.com<br />
    106. 106. Optimizing Conversions: Site Usability<br />Cheap Tool: Feedback Army<br />Price: $15 for 10 answers<br />www.usertesting.com<br />
    107. 107. Optimizing Conversions:Survey Data<br />Free Tool: 4Q Survey<br />Designed by Avinash<br /><ul><li>Free for first 100 responses
    108. 108. 4 basic questions
    109. 109. Simple java script implementation
    110. 110. GA integration</li></ul>www.4qsurvey.com<br />
    111. 111. Optimizing Conversions: Practical Methodology<br />The Three Click Rule: Forget it<br />
    112. 112. Optimizing Conversions: Practical Methodology<br />Make Crumbs<br />
    113. 113. Optimizing Conversions: Practical Methodology<br />Always allow time for testing<br />
    114. 114. Optimizing Conversions: Practical Methodology<br />Testing & Segmenting: Start Simple<br /><ul><li>Buyers & Non-Buyers (on your list)
    115. 115. Product Line
    116. 116. Traffic Source / Initial Touch</li></li></ul><li>Optimizing Conversions: Score Everything!<br /><ul><li> Automated = Best; Manual = Can Work
    117. 117. Not rocket science – start simple
    118. 118. Learn & adjust
    119. 119. Buy in from Stakeholders</li></ul>5<br />2<br />1<br />
    120. 120. Optimizing Conversions: Practical Methodology<br />Testing & Segmenting: Start Simple<br /><ul><li>Buyers & Non-Buyers (on your list)
    121. 121. Product Line
    122. 122. Traffic Source</li></li></ul><li>Post Conversion <br />
    123. 123. Post ConversionYour view of the web based leads<br />
    124. 124. Post ConversionSales’ view of web leads<br />
    125. 125. Post Conversion<br />Close the Loop<br />
    126. 126. Post Conversion<br />Dollars & Margins (where you can)<br />
    127. 127. Post Conversion<br />Reporting<br />
    128. 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. 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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