Ecommerce Hands on Workshop - Tim Ash

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How much money are you losing because of poor performance of landing pages? …

How much money are you losing because of poor performance of landing pages?

Changes in the efficiency of a landing page can dramatically improve the profit of their online marketing programs. This workshop will provide you with an efficient and practical training on optimizing landing pages.

Tim Ash is the largest global guru on this subject and has come to Brazil to help you improve conversions by applying the "Matrix" methodology on your landing page or website. The "Matrix" is a framework for understanding your audience from a perspective of a user-centered design. This will create actions that the visitors will reach their goals.

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  • 1. Landing Page Optimization – Hands On Workshop Tim Ash – CEO Sao Paulo, March 16, 2013 Copyright © 2012 SiteTuners - All Rights Reserved.
  • 2. About SiteTuners• Best-practices website blueprints (tactical & strategic)• Landing page test plans & strategy• Internal optimization team mentoring & training• More than 1200 clients since 2002 Copyright © 2013, SiteTuners - All Rights Reserved.
  • 3. Overview• Background• The Seven Deadly Sins of landing Page Design• The Matrix • Roles • Tasks• AIDA • Awareness • Interest • Desire • Action• Appendix: SiteTuners Strategic Conversion Jumpstart Overview Copyright © 2013, SiteTuners - All Rights Reserved.
  • 4. Background Copyright © 2013, SiteTuners - All Rights Reserved.
  • 5. What is Landing Page Optimization?• Online Marketing Activities • Acquisition – Get people to your site • Conversion – Persuade them to take desired action • Retention – Increase lifetime value of relationship• Conversion Rate • Percentage of visitors who take desired action• Landing Page Optimization • Improving conversion rate by testing website changes Copyright © 2013, SiteTuners - All Rights Reserved.
  • 6. When Testing is not Appropriate• When problems are obvious – just fix them• When there is not enough traffic• When the traffic is too unstable/seasonal• When the traffic sources are “spiky” Copyright © 2013, SiteTuners - All Rights Reserved.
  • 7. What is a Camel?A Horse Designed by Committee Copyright © 2013, SiteTuners - All Rights Reserved.
  • 8. Who should design your site? Ad Your Agency Boss I.T. Webmaster Marketing Copyright © 2013, SiteTuners - All Rights Reserved.
  • 9. None of the above… Ad Your Agency Boss YOUR WEBSITE I.T. VISITORS Webmaster Marketing Your website serves too many masters.It should be focused only on conversion. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 10. Types of Landing Pages• Main site • A page that is part of your corporate site (includes global navigation and page layout template)• Microsite • Special purpose site for single conversion action and supporting information• Stand-alone • Single page (may lead to a linear conversion process) Copyright © 2013, SiteTuners - All Rights Reserved.
  • 11. Conversion Actions• Advertising - ad revenue per page• Click-through - click-through rate• Education - time on site, number of page views• Downloads or printouts - rate of downloads• Form fills - rate of formfills• Purchase - sale rate, revenue per visitor, profit per visior Copyright © 2013, SiteTuners - All Rights Reserved.
  • 12. Profit Impact of Conversion Improvement PI = R x CIP x (1-VCP)PI - Profit ImprovementR - Annualized lifetime value revenue run rateVCP - Variable cost percentageCIP - Conversion improvement percentage Copyright © 2013, SiteTuners - All Rights Reserved.
  • 13. Impact of Improved Conversion RateProfit impact is disproportionate if marketing is your only cost Cost - $1.00 Value - $1.25 Profit - $0.25A 20% increase in conversion rate… Cost - $1.00 Value - $1.50 ($1.25 x 120%) Profit - $0.50…will DOUBLE your profits! Copyright © 2013, SiteTuners - All Rights Reserved.
  • 14. The Seven Deadly Sins of Landing Page Desing Copyright © 2013, SiteTuners - All Rights Reserved.
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  • 29. 146 clickable links! Copyright © 2013, SiteTuners - All Rights Reserved.
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  • 33. After + 51%+ $48,000,000 Copyright © 2013, SiteTuners - All Rights Reserved.
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  • 35. After+ 17% Copyright © 2013, SiteTuners - All Rights Reserved.
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  • 49. + 58% Copyright © 2013, SiteTuners - All Rights Reserved.
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  • 51. 7 Deadly Sins Recap• Unclear call-to-action• Too many choices• Asking for too much information• Too much text• Not keeping your promises• Visual distractions• Lack of trust Copyright © 2013, SiteTuners - All Rights Reserved.
  • 52. Multiple Sins Case Study CREDO Mobile Copyright © 2013, SiteTuners - All Rights Reserved.
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  • 60. The Matrix Copyright © 2013, SiteTuners - All Rights Reserved.
  • 61. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 62. The Matrix Getting the right people, through the right activities, in the right order.The Matrix = Roles x Tasks x AIDA Copyright © 2013, SiteTuners - All Rights Reserved.
  • 63. RolesVisitor classes who interact with the mission-criticalparts of your site. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 64. Sample Roles - 1 of 2• Plumbing-supply company • retail customers (looking to buy an individual replacement part) • plumbing contractors (need an array of parts for a specific customer job) • wholesale buyers and real estate developers (need large volume price breaks and extended payment terms)• Dating service • prospective member (has not signed up yet) • new member (has paid but has not set up a complete personal profile) • experienced member (has done multiple searches and contacted other members) Copyright © 2013, SiteTuners - All Rights Reserved.
  • 65. Sample Roles - 2 of 2• Educational-saving-plan provider • future recipients (children under age 18) • parents of recipients (who typically establish the plan) • relatives and friends (who may contribute money to the plan)• Consumer e-tail company • new visitors (who have not been to your site before) • returning visitors (who have been there but have not bought yet) • first-time buyers (trying to complete their first purchase) • repeat buyers (who already have their information stored in your system) • e-mail list members (who have signed up to hear about future special offers) Copyright © 2013, SiteTuners - All Rights Reserved.
  • 66. Example Roles Copyright © 2013, SiteTuners - All Rights Reserved.
  • 67. TasksSpecific activities that a visitor in a particular rolewants to complete. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 68. Sample Tasks• Insurance comparison site • Find three, $1-million term life insurance quotes for a healthy 30-year-old single man living in California.• Network security company • Download and open the whitepaper on “Remotely Diagnosing Security Threats.”• E-commerce site • Determine the cost of a Model-XYZ laptop computer when configured with the optional DVD drive.• Photo-sharing site • Activate your free account and upload a picture from your local computer. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 69. Example Tasks• Prospective travelers • Book a flight• Booked travelers • Check in online • Check your flight status • View or change your flight Copyright © 2013, SiteTuners - All Rights Reserved.
  • 70. Defining Roles & Tasks [Participant Exercise] Copyright © 2013, SiteTuners - All Rights Reserved.
  • 71. “AIDA”• Awareness (Attention)• Interest• Desire• Action Copyright © 2013, SiteTuners - All Rights Reserved.
  • 72. Common Awareness Problems• Banner ads• Entry pop-ups• Cluttered homepages Copyright © 2013, SiteTuners - All Rights Reserved.
  • 73. Awareness Squandered… 146 clickable links! Copyright © 2013, SiteTuners - All Rights Reserved.
  • 74. … Focus on Visitor’s Goals Copyright © 2013, SiteTuners - All Rights Reserved.
  • 75. Keys to Creating Awareness• Stop screaming at your visitors• Eliminate choices• Unclutter what remains Copyright © 2013, SiteTuners - All Rights Reserved.
  • 76. The Rules of Web Awareness• If you can’t find something easily, it does not exist• If you emphasize too many items, all of them lose importance• Any delay increases frustration Copyright © 2013, SiteTuners - All Rights Reserved.
  • 77. The Rules of Web Interest• Understand who I am • Self-selection into roles• Understand what I am trying to do • Need-recognition into tasks Copyright © 2013, SiteTuners - All Rights Reserved.
  • 78. Typical Desire ActivitiesDo you have what I want?• Research• Compare• Get details• Customize Copyright © 2013, SiteTuners - All Rights Reserved.
  • 79. Frustrating User Experience … Copyright © 2013, SiteTuners - All Rights Reserved.
  • 80. Helpful ResearchContext sensitive search wizard • Text • Category • Brand • Size • Color • “On Sale” & “New” Copyright © 2013, SiteTuners - All Rights Reserved.
  • 81. The Rules of Web Desire• Make me feel appreciated• Make me feel safe• Understand that I am in control Copyright © 2013, SiteTuners - All Rights Reserved.
  • 82. Action Stage ConsiderationsWhy should I get it from you?• Brand strength• Previous resource investment - “satisfycing”• The total solution• Risk reducers & credibility Copyright © 2013, SiteTuners - All Rights Reserved.
  • 83. Example - Unhelpful Risk Reducers Copyright © 2013, SiteTuners - All Rights Reserved.
  • 84. Example - Helpful Risk Reducers Copyright © 2013, SiteTuners - All Rights Reserved.
  • 85. Example - Credibility & Validation Copyright © 2013, SiteTuners - All Rights Reserved.
  • 86. Example - Credibility & Validation Copyright © 2013, SiteTuners - All Rights Reserved.
  • 87. The Rules of Web Action• Get out of my way• Make it easy• Don’t surprise me Copyright © 2013, SiteTuners - All Rights Reserved.
  • 88. Poor Transaction Design (1 of 2) Copyright © 2013, SiteTuners - All Rights Reserved.
  • 89. Poor Transaction Design (2 of 2) Copyright © 2013, SiteTuners - All Rights Reserved.
  • 90. Better Transaction Design * *However – best solution is toremove registration requirement altogether. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 91. Example - Transaction Interruption Copyright © 2013, SiteTuners - All Rights Reserved.
  • 92. Finding Missing AIDA Pieces [Participant Exercise] Copyright © 2013, SiteTuners - All Rights Reserved.
  • 93. Appendix: SiteTunersStrategic ConversionJumpstart Overview Copyright © 2013, SiteTuners - All Rights Reserved.
  • 94. Strategic Conversion Jumpstart Summary The Strategic Conversion Jumpstart is designed to maximize the benefit from conversion rate optimization activities via a comprehensive end-to- end website redesign blueprint. It covers all mission-critical pages (those involved in the main conversion flows), as well as creating the information architecture for the site. It may involve changes to your business strategy, site structure, and conversion goals on the website. The post-Jumpstart website implementation is not included and is the responsibility of the client. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 95. Milestone 1Kick-off Meeting – During the course of the meeting we will reviewan extensive list of questions designed to ensure SiteTunersunderstands your business background to the level that we need for asuccessful project. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 96. Milestone 2Problem Identification – We will present our findings regarding thesitewide conversion issues, and grade your site against several “usecase” scenarios that represent common tasks performed by yourwebsite visitors. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 97. “Use Case” DefinitionA “use case” is a user experience design term indicating animportant or typical interaction with a system. In the case of awebsite, it represents an important or common task that yourvisitors will be trying to accomplish.The use case is presented by SiteTuners from the perspective ofyour visitor and includes a narrative description of their thoughtprocess and emotional frame of mind. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 98. Example Use CaseUpload Photos for safe storage and later sharingSuccess Grade: DSpecific Task & Intent: A woman has just returned from a family vacation. • She wants to upload photos of her trip to possibly later share with friends. • Since some photos are on her iPhone, she’d like to be able to upload images from both her PC and her iPhone. • Security is very important to her – she’ll want to share photos only with friends. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 99. Use Case 1 Sample Page of Use Case Narrative• Our visitor logs into his account and is taken to the“My Albums” page.• He wants to quickly find a way to allow his friends toupload photos to his album. He does not want tosimply give his friends his username and password.• Looking around on the page, he sees the “Sharing”button in the “My Gallery” section, and clicks on thedrop down menu.• Upon clicking, he’s presented with these options.• None of these choices seem appropriate, so hecontinues looking elsewhere on the page. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 100. Milestone 3Information Architecture & Wireframes – We will present theproposed new information architecture or page flow, along withwireframes for important pages. You will have the opportunity toprovide one round of feedback which we will incorporate into the finalwireframes. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 101. Milestone 4Visual Mockups - We will present the visual mockups of a subset ofthe previously developed wireframes. You will have the opportunity toprovide one round of feedback which we will incorporate into the finalmockups. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 102. Milestone 5Photoshop Files – Mockup designs will be delivered in layeredPhotoshop file format after receipt of your final payment. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 103. Milestone 6Implementation Reviews - Also included is a block of post-projectconsulting time to help ensure that the design is properly interpretedand to address any questions that arise during your implementation.These consulting hours must be used within a specified time windowafter the delivery of your Photoshop files. Copyright © 2013, SiteTuners - All Rights Reserved.
  • 104. Express Review - Special Offer• 45 or 90-min interactive review of landing page• Video transcript recorded via GoToMeeting• Includes AttentionWizard “attention heatmap” of pagehttp://Express-Review.com – Starting at only $699Mention “BRAZIL” after you order to get $100 off(order before March 30, 2013 by credit card) Copyright © 2013, SiteTuners - All Rights Reserved.
  • 105. 2013 - San Francisco – Paris - Chicago – Boston – London - Berlin Susan Steve BJ Jared Roger Brian Weinschenk Krug Fogg Spool Dooley Massey Bryan Michael Tom Tim Patrick Jakob Amy Eisenberg Summers Davenport Ash Bultema Nielsen AfricaCopyright © 2013, SiteTuners - All Rights Reserved. Company Confidential – Do Not Redistribute Without Written Authorization.
  • 106. Q&A and Contact Infotim@sitetuners.com(619) 990-9062 mobile(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/timashfacebook.com/tim.ash1skype tim_ash1 Copyright © 2013, SiteTuners - All Rights Reserved.