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
  • Post Click Marketing: Understanding Your Visitors

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