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
AWAY FROM CTA
CONTENT...

FUNNEL IMPROVEMENTS
MODELS LOOKING
AT 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