Interactive Series: Day 1

TOPICS / AGENDA • INTRO TO CONVERSIONS • WEBSITE GOALS • CONVERSION METHODS • KEYNOTE Q & A • PUBLIC SITE AUDIT • AUDIT Q & A

INTRO TO CONVERSIONS • CONVERSION THE TRANSFORMATION OR CHANGE, OF ONE THING INTO ANOTHER • IN A PRACTICAL SENSE... TURNING YOUR SITE VISITORS INTO CUSTOMERS • WHY CONVERSIONS MATTER KEY METHOD OF IMPROVING YOUR BUSINESS OBJECTIVES IN TANDEM WITH TRAFFIC ACQUISITION & BRAND EXPOSURE

INTRO TO CONVERSIONS • MATH CLASS 1000 VISITORS PER MONTH OUT OF 1000, 10 GENERATE LEADS... 10/1000 = 1% CONVERSION RATE 10% • APPLY CONVERSION METHODS APPLY CONVERSION TACTICS TO THE SAME 1000 VISITORS GENERATE 20 LEADS INSTEAD OF 10 20/1000 = 2% CONVERSION RATE • TRANSLATING... YOU’VE ESSENTIALLY DOUBLED YOUR ONLINE SALES AND REVENUE 20%

ONLINE GOALS • CONVERSION ANALYSIS RELIES ON GOALS • BEGIN ESTABLISHING GOALS • SHORT / MID / LONG TERM • IDENTIFY KEY PERFORMANCE INDICATORS (KPIs) • SET YOUR KPI TARGETS (X SALES IN Y MONTHS)

EXAMPLE ONLINE KPIs • ONLINE SALES • SALES RETURNS • BOUNCE RATES • SITE VISITS • NEWSLETTER SIGNUPS • INBOUND LINKS

DEFINING KPI TARGETS • QUANTIFY YOUR KPIS • BASE IT ON YOUR INTERNAL BEST PRACTICES • KEEP SMART...

TIPS ON DEFINING KPIs PROJECT MANAGEMENT MNEMONIC: SMART S SPECIFIC PURPOSE (CONCRETE, ACTION-ORIENTED) M MEASURABLE (QUANTITY, QUALITY, COST) A ACHIEVABLE (BE REALISTIC) R RELEVANT TO MEASURE (AND MANAGE) T TIME BASED (PREDEFINED RELEVANT PERIODS) TURN YOUR KPIs & TARGETS INTO TANGIBLE GOALS

EXAMPLE GOALS • ECOMMERCE PURCHASES INCREASE TOTAL ONLINE SALES BY 5% IN THE 4TH QUARTER • DISTRIBUTE INFORMATION DOUBLE NEWSLETTER SIGNUPS BY JAN 1, 2011 • IMPROVE CUSTOMER ATTRITION INCREASE CUSTOMER APPROVAL RATINGS BY 10% BY END OF FISCAL YEAR

MEASURE YOUR GOALS • INSTALL ONLINE TOOLS OMNITURE Site Catalyst, GOOGLE ANALYTICS • TRACK NEWSLETTER CAMPAIGNS ONE-OFF SOLUTIONS OR COUPLE WITH OTHER ONLINE TRACKING TOOLS • PHONE ANALYTICS TRACK INBOUNDS FROM BUSINESS CARDS VS. WEBSITE VS. TV ADS • VANITY URL ANALYTICS TRACK INBOUNDS FROM TV ADS, BILLBOARDS, NEWSLETTERS

BEST PRACTICES • PLAN YOUR BUDGET BUDGET WHAT MAKES SENSE TO YOU AND YOUR ORGANIZATION ✓ • SET REALISTIC KPIs ALWAYS GOOD TO BE OPTIMISTIC, BUT ALSO KEEP IT REAL ✓ • DON’T GET CARRIED AWAY DEFINE MANAGEABLE GOALS. IF YOU CAN’T KEEP TRACK, ✓ THEN WHY BOTHER? • TAKE TIME GIVE YOUR KPI DESIGN PROCESS THE TIME IT DESERVES ✓

MAKE YOUR WEBSITE CONVERT

MAKE YOUR WEBSITE CONVERT • FUNNEL STRATEGIES • SPLIT TESTING • FREEBIES & OFFERS • IMPROVED CONTENT DEVELOPMENT • RAPID & ITERATIVE CHANGES

FUNNEL STRATEGIES • FUNNEL A DEVICE USED TO CHANNEL MATTER INTO A NARROW LOCATION • ONLINE FUNNELING CHANNELING YOUR VISITORS INTO A SPECIFIC PATH OR ACTION • SPILLAGE THINK OF SPILLING AS VISITORS BOUNCING OFF YOUR SITE. GET A FUNNEL!

FUNNEL STRATEGIES • IDENTIFY FUNNELS • IDENTIFY KEY STEPS • APPLY METRICS • WIDEN YOUR FUNNEL

FUNNEL STRATEGIES • IDENTIFY FUNNELS • IDENTIFY KEY STEPS CHECKOUT PROCESS • APPLY METRICS • WIDEN YOUR FUNNEL

FUNNEL STRATEGIES • IDENTIFY FUNNELS • IDENTIFY KEY STEPS • APPLY METRICS • WIDEN YOUR FUNNEL

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT • IDENTIFY KEY STEPS • APPLY METRICS • WIDEN YOUR FUNNEL

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT • IDENTIFY KEY STEPS VIEW SHOPPING PAGE • APPLY METRICS • WIDEN YOUR FUNNEL

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT • IDENTIFY KEY STEPS VIEW SHOPPING PAGE • APPLY METRICS ADD TO CART • WIDEN YOUR FUNNEL

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT • IDENTIFY KEY STEPS VIEW SHOPPING PAGE • APPLY METRICS ADD TO CART • WIDEN YOUR FUNNEL BEGIN CHECKOUT

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT • IDENTIFY KEY STEPS VIEW SHOPPING PAGE • APPLY METRICS ADD TO CART • WIDEN YOUR FUNNEL BEGIN CHECKOUT CHECKOUT

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT • IDENTIFY KEY STEPS VIEW SHOPPING PAGE • APPLY METRICS ADD TO CART • WIDEN YOUR FUNNEL BEGIN CHECKOUT CHECKOUT RETURN CUSTOMER

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT 100% • IDENTIFY KEY STEPS VIEW SHOPPING PAGE 50% • APPLY METRICS ADD TO CART 15% • WIDEN YOUR FUNNEL BEGIN CHECKOUT 12% CHECKOUT 5% RETURN CUSTOMER 2%

FUNNEL STRATEGIES • IDENTIFY FUNNELS SITE VISIT 100% • IDENTIFY KEY STEPS VIEW SHOPPING PAGE 65% • APPLY METRICS ADD TO CART 18% • WIDEN YOUR FUNNEL BEGIN CHECKOUT 16% CHECKOUT 11% RETURN CUSTOMER 5%

FUNNEL IMPROVEMENTS • NAVIGATION USABLE, TAILOR TO AUDIENCE, COMPLEMENT SITE REAL ESTATE • CUSTOMER-FOCUSED CONTENT FREEBIES, RELEVANT CONTENT, CONTENT DISTRIBUTION (MOBILE) • FIX YOUR CALL TO ACTIONS (CTAs) DISTANCE TEST, ACTIONABLE COPY, FOCUS ON EYE FLOW, SUITABLE IMAGERY

FUNNEL IMPROVEMENTS MODELS LOOKING AWAY FROM CTA CONTENT...

FUNNEL IMPROVEMENTS MODELS LOOKING AT CTA CONTENT...

SPLIT TESTING DOG INSURANCE FORM: VERSION 1

SPLIT TESTING DOG INSURANCE FORM: VERSION 1 TESTED OF THE TIME CONVERSION RATE

SPLIT TESTING DOG INSURANCE FORM: VERSION 2

SPLIT TESTING DOG INSURANCE FORM: VERSION 2 TESTED OF THE TIME CONVERSION RATE

SPLIT TESTING DOG INSURANCE FORM: VERSION 2 CONVERTED MORE TRAFFIC THAN VERSION 1

SITE LOOK & FEEL • WELCOMING, FRIENDLY, USABLE • COHESIVE BRAND MESSAGE • TRUST FACTOR • SECURE & SAFE (PAYMENT GATEWAYS, ETC) • TELL THE STORY OF YOUR BRAND

EASE OF USE • COUNT THE CLICKS EVERY STEP SHOULD BE BENEFIT-ORIENTED • GROUPING CONTENT (MENTAL MODEL) • NON-LINEAR NAVIGATION BREADCRUMBS, CATEGORIES, ESTUARY & RELATED LINKS • USER-GENERATED CONTENT EASY TO CONTRIBUTE? OPENID? FACEBOOK CONNECT?

EASE OF USE • YOUTUBE.COM • BASELINE SITE • SIGNUP AT TOP SIDEBAR COLUMN

EASE OF USE • REDESIGNED FOR LARGER CTA TO SIGN UP IMPROVEMENT

FREEBIES & OFFERS

FREEBIES & OFFERS • RETURN POLICIES • TOLL FREE NUMBERS (TOP RIGHT / MENTAL MODEL) • REPUTATION MANAGEMENT • SPECIALS & DISCOUNTS • COLLECT EMAILS FOR LATER CONVERSIONS • MULTIPLE PAYMENT METHODS LOWERS ABANDONMENT RATE AND UP TO 20% HIGHER ORDER CONVERSION ON AVERAGE

CONTENT DEVELOPMENT CREATE ACTIONABLE COPY

CONTENT DEVELOPMENT CREATE ACTIONABLE COPY “I’M ON TWITTER.”

CONTENT DEVELOPMENT CREATE ACTIONABLE COPY CONVERSION “I’M ON TWITTER.” RATE

CONTENT DEVELOPMENT CREATE ACTIONABLE COPY CONVERSION “I’M ON TWITTER.” RATE “YOU SHOULD FOLLOW ME ON TWITTER HERE.”

CONTENT DEVELOPMENT CREATE ACTIONABLE COPY CONVERSION “I’M ON TWITTER.” RATE “YOU SHOULD CONVERSION FOLLOW ME ON TWITTER HERE.” RATE

HANDLING ALL THESE CHANGES • UPGRADE TO QUICK & EASY CMS WHITEHOUSE.GOV NOW POWERED BY PHP / DRUPAL, OPEN SOURCE ALLOWS FOR RAPID & EASY CHANGES • STAFF UP: INVEST IN YOUR BRAND FOCUS ON GOAL MONITORING, CONTENT DEVELOPMENT, SPLIT TESTING • SET YOUR ANALYTICS COUPLE INITIATIVES WITH YOUR KPIS, GOALS, AND FUNNEL • TARGET SEO / SEM FOR CONVERSIONS DAY 2 OF OUR PRESENTATIONS DISCUSSES ONLINE MARKETING IN DEPTH

HANDLING ALL THESE CHANGES • INVEST IN TESTING WITHOUT MONITORING AND ONGOING TESTING, YOU HAVE NO RELEVANT FOUNDATIONAL INFORMATION, AND CANNOT GROW YOUR BRAND • BUDGET ACCORDINGLY DIFFERENT FROM TRADITIONAL MARKETING EFFORTS • RAPID / ITERATIVE TESTING TEST HARD, TEST OFTEN, KEEP TEST IN CONTEXT OF YOUR GOALS

PRACTICAL EXAMPLES

SMARTCITY.COM • LOCAL & NATIONAL BUSINESS • PROVIDES COMMUNICATION TECHNOLOGY • B2B FOR THE FOLLOWING • CONVENTION CENTERS • HOSPITALITY VENUES

SMARTCITY.COM SOME ONLINE GOALS • LEAD GENERATION • ONLINE SALES • PR INFO DISTRIBUTION • PROVIDE NEWS & UPDATES • CUSTOMER FEEDBACK

SMARTCITY.COM SOME ONLINE GOALS FUNNEL USERS TO • LEAD GENERATION CONTACT FORM • ONLINE SALES ONLINE ORDER FORM • PR INFO DISTRIBUTION MEDIA KIT • PROVIDE NEWS & UPDATES NEWS ROOM • CUSTOMER FEEDBACK FEEDBACK SURVEY

“FOR MORE INFORMATION ABOUT THESE SERVICES, CLICK HERE”

“FOR MORE INFORMATION ABOUT THESE SERVICES, CLICK HERE” SERVICES

“FOR MORE INFORMATION ABOUT THESE SERVICES, CLICK HERE” SERVICES SERVICES FUNNEL!

“WE’RE STRIVING TO IMPROVE OUR WEB SITE. PLEASE TAKE A MINUTE TO COMPLETE A SURVEY REGARDING YOUR EXPERIENCE ON OUR SITE. CLICK HERE.”

QUICK SEARCH “DO NOT USE PUNCTUATION IN YOUR SEARCH TERMS. USE REGULAR ALPHANUMERIC CHARACTERS ONLY”

QUICK SEARCH “DO NOT USE PUNCTUATION IN YOUR SEARCH TERMS. USE REGULAR ALPHANUMERIC CHARACTERS ONLY” THANKS!

HOW MANY CLICKS AM I AT YET?

“IF YOU WISH TO BE CONTACTED BY A SMART CITY REPRESENTATIVE REGARDING YOUR BUSINESS TELECOM NEEDS, PLEASE CLICK HERE”

TAKE AWAY INFO • IMPROVE YOUR FUNNELS • TELL YOUR BRAND’S STORY • IMPROVE SITE USABILITY • REWORK UI TO MATCH MENTAL MODEL

HABITAT-ORLANDO.ORG • HABITAT FOR HUMANITY IN ORLANDO • NON-PROFIT FOCUSING ON: • HELP FAMILIES IN NEED • RALLYING VOLUNTEER EFFORTS • EDUCATING OTHERS • PROTECT & IMPROVE THE ENVIRONMENT

HABITAT-ORLANDO.ORG SOME ONLINE GOALS • SOLICIT DONATIONS • SOLICIT VOLUNTEER EFFORTS • ORGANIZE EFFORTS • DISTRIBUTE RESOURCES

HABITAT-ORLANDO.ORG SOME ONLINE GOALS FUNNEL USERS TO • SOLICIT DONATIONS DONATE ONLINE • SOLICIT VOLUNTEER EFFORTS REGISTRATION • ORGANIZE EFFORTS CALENDAR & NEWS • DISTRIBUTE RESOURCES RESTORE EFFORTS

250 CHARACTERS, MAX

LINK SCULPTING: ADD CALENDAR & CONTACT

• HELP HUMANITY TODAY • YOUR DONATIONS WILL HELP A FAMILY IN NEED • DONATE NOW

• SIGN UP FOR THE LATEST UPDATES • VOLUNTEER UPDATES, STRAIGHT TO YOUR INBOX • KEEP IN TOUCH, KEEP HELPING OUT

HOW MANY CLICKS AM I AT YET?

BOUNCE !

TAKE AWAY INFO • IMPROVE YOUR FUNNELS • SPLIT TEST COPY • MAKE MY CONVERSION EASY • BUILD A COHESIVE SOCIAL BRAND • KEEP ME AS A RETURN CONSTITUENT

QUESTIONS ?

YOUR ONLINE MARKETING MIX TOMORROW WITH CMO ALEX LIRTSMAN TUESDAY, NOV. 2 12:00 PM - 1:00 PM CHECK US OUT! PURPLEROCKSCISSORS.COM DOWNTOWNORLANDO.COM FACEBOOK.COM/PURPLEROCKSCISSORS

Interactive Series: Day 1

by Purple, Rock, Scissors. on Nov 04, 2009

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Interactive Series: Day 1 — Presentation Transcript