• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Landing Page Optimization: What Your Web Analytics Don't Tell You - Jamie Smith
 

Landing Page Optimization: What Your Web Analytics Don't Tell You - Jamie Smith

on

  • 1,395 views

Landing Page Optimization: What Your Web Analytics Don't Tell You...

Landing Page Optimization: What Your Web Analytics Don't Tell You

Call Analytics and Conversion Attribution or Assist keywords can be the difference between keeping a keyword or deleting it. While these keywords may not convert to an online sale they play a role in driving action. This session will help you make sure you're not throwing profit down the drain by removing keywords that drive calls or assist in a sale.

* Jamie Smith, CEO, Engine Ready

Statistics

Views

Total Views
1,395
Views on SlideShare
1,395
Embed Views
0

Actions

Likes
2
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • How much training is required?How much time does it take to navigate to the key reports?Can you setup dashboards that will show on 1 screen all of your KPIs and important trends?Can you have reports of KPIs automatically emailed to stakeholders?
  • Secret Strategy #1

Landing Page Optimization: What Your Web Analytics Don't Tell You - Jamie Smith Landing Page Optimization: What Your Web Analytics Don't Tell You - Jamie Smith Presentation Transcript

  • Landing Page Optimization
    “What your web analytics don’t tell you!”
    Jamie Smith
    CEO
    Engine Ready, Inc
    Jamie@EngineReady.com
    http://blog.engineready.com
    Twitter: EngineReadyCEO
  • Why are you here?
    Understand Conversion Attribution?
    Learn How to Measure Assist Keywords and Calls?
    Understand the “Best Practices” for tracking calls?
    My Boss Sent me and I can’t wait to leave????
  • Who is Jamie Smith?
    Father of 2
    Born Colchester, VT
    Summer Martha’s Vineyard, MA (GO BOSTON!)
    UVM & Keene State College Education
    Southern California over 10 years
    Frequently Speaks @ Industry Conferences, NYC, Chicago, Seattle, Portland, SF, LA & Denver
    Engine Ready CEO
  • Who is Engine Ready?
  • Who is Engine Ready Software?
    Web Analytics – ConversionAnalyst.com (YWA)
    Call Tracking – CallAnalytics.com
    Landing Page Analysis & Monitor – ConversionCritic.com
    Competitive Intelligence- KeywordMonitor.com
    Technology Powers Industry Studies- EngineReady.com
    …And Coming July 1st Strategy Analyzer…
  • Clients we have worked with
  • Agenda
    • Agency? In-house Marketer? Biz Owner? Lead Gen?
    • Website vs. Landing Page… Definition & Strategy
    • How To Use Visitor Behavior for Conversion Inspiration
    • How to Generate M.O.R.E Conversions (case studies)
    • The X-Factor - What Your Web Analytics DO NOT Tell You!
    • Secret Tips & LIVE Landing Page Analysis Clinic
    WHERE DO YOUR EYES GO ON THIS SLIDE?
  • 1898 Eliot Lewis AIDA Sales Funnel
    112 Years Later, Same Principles apply except online everything can be measured
    * http://www.provenmodels.com/547/aida-sales-funnel/elias-st.-elmo-lewis
  • Tactical Planning & Execution
  • We Spend Lots of $$$ and Time toGet Visitors to our Site
    Results = CPA, ROAS, Profit = Conversion Rate
  • Analytics Campaign Summary
  • Website vs. Landing Page
    • What is your website CR? All traffic & visitors?
    • What is the best converting page on your web site?
    • Create baseline to compare CR with pages & campaigns?
    • START TESTING… Home Page vs Internal page vs. LP A/B landing page optimization
    EX: Home Page, Category Page, Product Description
  • Anxiety vs. Trust Only 1 First Impression
    Marketing effectiveness with TRUST
    • Offer clarity telling them exactly why, what…
    • Readability of copy
    • Engagement of your landing pages
    How Do Visitors FEEL?
    Confusion or Clarity
  • Don’t just TEST.
    Have a plan and strategy.
  • Need Ideas for Testing?
    WATCH YOUR VISITORS
    ASK YOUR FRIENDS
    ASK YOUR CUSTOMERS
    GET INTO YOUR ANALYTICS
  • What to TEST?
    • Text/Copy- Font, Color, Size
    • Images, Buttons (type & location)
    • Navigation
    • Layout & Functionality
    A. Button, Links, Location, Size
    B. Attention Focus vs. Distraction
    C. Required Fields, Video, Checkout
    FREE Landing Page Analysis ConversionCritic.com
  • Lead Generation SECRET
  • M.O.R.E Conversions
  • Engage Visitors = Big Profit
  • Over 123% CR & 300% Profit lift
  • Advanced Multi-Variant Testing
    Agree what to test
    Create 1-3 Alternatives
    Use Website Optimizer or 3rd Party tracking
    Leads? Calls? Sales? Measure PROFIT.
  • 9 Recipes (8 versus control)
  • Path Analysis = Conversion Inspiration
  • Planning & Strategy Organization
    So Much Work to Deliver a Qualified Visitor to Site
  • VISIBILITY
    Use Impressions to Measure
    • “How do you keep unqualified in-laws from visiting?”
    • Evolution of Match Type (Exact vs. Negative KW’s)
    • Geo-Targeting & Day Parting
  • CREATIVE
    The Art of Writing Compelling Ads
  • CONTINUITY & CONVERSION
    Keyword / Ad / Landing page
    wine racks
    Searchers
  • Analytics Campaign Summary
  • The X-FactorAssists & Call Tracking?What Your Web Analytics Won’t Tell You!
    Web Site Conversion Rate vs. Call in CR
    • Which Ad Group/KW are making my phone ring?
    • Which Keywords are driving Assists but not Sales?
    • Strategy - test poor performing keywords first!
  • Assists Keyword Study
    Recent Study based on 16,500 sale transaction
    • 18% of all sales were conducted on the 5th+ visit
    • 70% of the assist sales used 2 keyword searches
    • 13% of the assist sales used 4+ keyword searches
    • Over 10% of the sales had an assist KW (6%-18%)
    Copyright EngineReady.com 2010
  • Assist Campaign & Keyword Tracking
  • How Call Analytics Works
  • Call Log Details
  • Conclusion
    Use PPC to identify most profitable keywords
    • Use Call Analytics & Web Analytics to identify Keywords that drive Calls & Assist in Sales
    • Have specific goals and measurement
    • Be Tactical with your Landing Page Testing
  • Be Aware of Direct Competitors!
    How do you win the battle?
  • Operation Camouflage
  • Operation Camouflage Concept
    • Hide from competition & keep best performing ads private
    • Find the location of your top 3-5 competitors
    • Set up geo-targeted campaign for competitor’s location
    • Lower bids or show non-performing ads
  • Operation Camouflage V.1
    Problems? Using Agency, Competitor in major city, or You’re a Local Business.
  • Operation Camouflage V.2
  • The END
  • Questions?
    Jamie Smith
    CEO
    Jamie@engineready.com
    619-398-2680
    Twitter: enginereadyCEO