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Post Click Marketing: Understanding Your Visitors
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Post Click Marketing: Understanding Your Visitors

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  • Specific – Speaks to the present concerns or desires of each specific market You-oriented – All about the viewer, not about us Clear benefit – What’s in it for me? Immediate gain – Offer me a solution to what I want now
  • What time of day are users visiting your site? Are language barriers a factor? What content is each region most interested in? What keywords drive content from that region to your page?
  • Look at your actual PPC search queries Determine if you’re getting the right audience for your landing page topic Find new negative keywords that are dragging you down
  • Learn what information is important to new visitors first, and then find out what they care about when they come back again.
  • Form example from iContact
  • Transcript

    • 1. Post Click Marketing: Understanding Your Visitors Taylor Pratt | @RavenPratt Raven Internet Marketing Tools slideshare.net/raventools
    • 2.
      • The conundrum of giving a presentation on landing page optimization:
      • Our visitors all have different wants .
    • 3. Ease of Use Price Features Speed
    • 4.
      • Figuring out what that is for your audience is key .
    • 5.
      • The three elements of a converting landing page:
      • Get their attention
      • Keep them engaged
      • Call them to action
      Ben Hunt Convert! Designing Web Sites to Increase Traffic and Conversions
    • 6. Get Their Attention
      • Be specific
      • It’s about the visitor, not you
      • The benefit should be perfectly clear
      • Show the immediate gain
    • 7. Keep Them Engaged
      • They must identify with your proposition
      • They must be able to trust you
      • They must believe their needs will be met
      • They can’t have doubts/concerns
    • 8. Gathering intelligence
      • Understanding Your Visitors
    • 9. Strategies Attention Testing Tools A/B & Multivariate Testing User Testing Analytics Analysis
    • 10. Usability Hub | theclicktest.com
      • $20/mo & up
      • Access to:
        • FiveSecondTest
        • NavFlow
        • ClickTest
      • Public or private tests
    • 11. EyeQuant | eyequant.com
      • 99 EUR for 5 one-off tests
      • Access to:
        • Attention Map
        • Perception Map
        • Hot Spot Map
      • Auto-generated
    • 12. Feedback Army | feedbackarmy.com
      • $20/test
      • Ask questions to users
      • Get 10 responses from reviewers
      • 8 Days to gather feedback
    • 13. 4Q Survey | 4q.iperceptions.com
      • $19/mo and up
      • Online survey tool
      • Asks visitors to participate and rate experience
      • Google Analytics integration
    • 14. Unbounce | unbounce.com
      • $25/mo and up
      • Landing page templates
      • A/B & Split Tests
      • Google Analytics integration
      • Uses custom domain
    • 15. Visual Website Optimizer
      • $49/mo and up
      • Easily modify your pages
      • A/B & Split Tests
      • Google Analytics integration
      • Realtime multiple conversion reports
    • 16. analytics insight
      • Understanding Your Visitors
    • 17. Advanced Segment: Region
      • What content is each region most interested in? Are language barriers a factor?
    • 18. Matched Search Queries
      • Determine if you’re getting the right audience for your landing page topic.
    • 19. Returning vs New Visitor
      • Look at returning and new visitors differently.
    • 20. Google URL Builder
      • Use Google’s URL Builder to see how your social messaging brings in visitors.
    • 21. Top Converting Pages
      • What pages on your site are converting the best? What can you learn from them?
    • 22. user psyche 10 questions to ask
      • Understanding Your Visitors
    • 23.
      • Are you presenting your prices the right way?
    • 24.
      • Should you be highlighting your prices , features or your benefits ?
    • 25.
      • Are you matching ad copy to your landing page headlines ?
    • 26.
      • Do theme pages perform better than single product pages ?
    • 27.
      • Does your landing page images reinforce your landing page concept?
    • 28.
      • What reading pattern does your audience use? http://raven.im/readpatterns
    • 29.
      • What emotion should you convey to your audience? http://raven.im/lpemotion
      Fear Guilt Trust Value Trend-Setting Belonging Time Competition Instant Gratification
    • 30.
      • Can you communicate the same message using fewer words ? Is your headline too clever?
    • 31.
      • Is your landing page talking about you or your visitor ? futurenow.com/wewe
    • 32.
      • What unnecessary steps can you eliminate in the conversion process?
    • 33. Thank You! Taylor Pratt | @RavenPratt Raven Internet Marketing Tools slideshare.net/raventools