Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way...

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Web & Landing Page Optimization: Basics, Conversion Pyramid, Testing and
Developing Your Own Process

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Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way...

  1. 1. Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way... March 18, 2014
  2. 2. Agenda Introductions Latest News Tips & Tricks Case Study Roundtable Discussion Topics of Interest
  3. 3. The Group / Areas of Expertise Internet Marketing SEO Paid Search Media Buying Conversion OptimizationData Analysis / Analytics Local Search Email Marketing Mobile Advertising Social Media
  4. 4. Our Group / Areas of Expertise Traffic x Conversion Optimization = Sales Break It Down…What it’s about…
  5. 5. Background 12 Years Internet Marketing Experience – Started with Email Marketing – Built a Boston based Internet Consulting Agency • From $180k to $2 Million in 2 Years • Managed $35 Million in Client Revenues – 6 Years Ran Own Internet Business • Operate Several Ecommerce & Content Websites • Small Consulting Practice for Select Clients – VP eCommerce - Inc. 5000 & MN Fast 50 • 2013 60% Growth Year Over Year I started this group to share and learn with others
  6. 6. Background Michelle Schmidt • Internet Marketing Since 1999 • Currently Operates IceLinkDesign.net
  7. 7. Introduction 30 Seconds - Introduction –Name & What You Currently Do? –Why Interested? –Internet Marketing Experience –Current Marketing Issues/Questions
  8. 8. Introduction Want to Present or Know Someone Who Might?
  9. 9. Latest News Google Working on Next Panda – Softer and Friendly to Small Sites and Businesses – Oh that’s nice of them, isn’t it? Facebook Showing More “Non-Liked” Pages – Show More Updates from Unfollowed Pages – Contrary to Previous Update – Show Less from Followed Pages See updates from Pages that you haven't liked when they're about other Pages that you have liked. For example, if you like Dwight Howard on Facebook, you might see a Bleacher Report update about him if they've tagged him in their post.
  10. 10. Latest News ‘Disavow Links’ Not A Ranking Factor – Google Not Currently Using Disavow Data as Negative Factor Facebook Pages Layout Changes – Redesigned Timeline – New Admin Tools Options – New Pages to Watch Feature
  11. 11. Introduction Any Additional News?
  12. 12. Case Study / Learning Web & Landing Page Optimization • Basics • Conversion Pyramid • Testing • Developing Your Own Process Concepts Can Be Applied to All Types of Web Pages
  13. 13. Basics 2 Fundamental Type • Sales • Leads • Click Through (Info) Leads / Sales Traffic
  14. 14. Basics 1. Main Headline 2. Hero Shot 3. Data Colletion 4. Call to Action 5. Benefits 6. Objection CTA
  15. 15. Basics Some Common Types • Short Form • Long Form • Video • Product Pages Really anything that’s selling something or collecting information…
  16. 16. Conversion Pyramid Persuasive Functionality Usability
  17. 17. Conversion Pyramid Persuasive –User Understand the “Offer” • Monetary • Emotional • Proof –Credibility – Social • Speak to & Answer Doubts
  18. 18. Conversion Pyramid
  19. 19. Conversion Pyramid Functional –Does it Work & Free of Errors? • Platforms (PC, Mobile & Tablet) • Browsers • Security Errors Institute Quality Assurance Protocols
  20. 20. Conversion Pyramid Usability –Does it “flow” Properly? –Does the Objective / Language Form Sync?
  21. 21. Conversion Pyramid 1. Form is confusing 2. Button call to action – Make it Personal 3. Features Not Pain Points 4. Orphaned Call to Action
  22. 22. Testing Process Basic Conversion Testing Model
  23. 23. Testing Process Testing Steps –Identify Business Objectives • What’s the goal? Sales, Leads, Info –Customer Research • What’s the persona? –Demographic –Geographic –Psychographics
  24. 24. Testing Process Testing Steps –Create a Hypothesis • Specificity is Key –Develop Testing Parameters • What are you testing? • How are you testing? –Split / Multivariate –Full Factorial vs Bayesian vs Other
  25. 25. Testing Process Testing Steps (cont) • Who are you testing? –Traffic Type – Be Consistent »Don’t test organic and email combined • Different customers –Define Conversion Path & Goal • Confirmation page or other • Path to get there
  26. 26. Testing Process Testing Steps (cont) –Design Creatives and/or Platform • LeadPages.net • Unbounce.com • Optimize Press for WP –Select Testing Platform • Optimizely • Visual Website Optimizer • AB Split Test Calculator
  27. 27. Testing Process Testing Steps (cont) –Collect Data & Analyze –Interpret Results –Implement Change Rinse & Repeat
  28. 28. Testing Process My Recommended Path –A/B Split Test Very Unique Concepts • Unique Layout • Images • Copywriting –Find the Winner –Iterate with Multivariate Tests • Find Best Headline, Button Colors, Form
  29. 29. Testing Process My Complete Process
  30. 30. Testing Process In Closing: –Relevancy to Audience –Clear Value proposition –Eliminate Friction –Limit Distraction & Choice –Urgency –Call to Action
  31. 31. Closing Questions?
  32. 32. Closing Sources: http://conversionxl.com/ http://www.internetsearchinc.com/conversion-optimization/ http://blog.eyequant.com/tag/landing-page-optimization/ http://unbounce.com/landing-pages/make-your-landing-page-copy-more-persuasive/ http://www.webpronews.com/

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