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Conversion Optimization 6 Power Tricks of the Trade

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Presented by our very own Angie Schottmuller at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013. …

Presented by our very own Angie Schottmuller at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.

Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more!

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  • 1. 6 CRO CONVERSION OPTIMIZATION POWER TRICKS OF THE TRADE Angie Schottmuller - @aschottmuller - Three Deep Marketing
  • 2. Conversion Optimization: 6 Power Tricks of the Trade Angie Schottmuller - @aschottmuller Three Deep Marketing Get More Conversions Today NO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM! Interactivity Digital - May 15, 2013 #ID2013 #CRO
  • 3. Angie Schottmuller @aschottmuller Director, Interactive Strategic Marketing & Optimization aschottmuller@threedeepmarketing.com
  • 4. Three Deep Marketing 180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701 www.threedeepmarketing.com WE'RE HIRING! ü Lead Generation ü Customer Acquisition ü Optimization (SEO/SMO/CRO/PPC)
  • 5. OUR CLIENTS...
  • 6. 6 CONVERSION OPTIMIZATION POWER TRICKS
  • 7. Conversion Optimization Factors #1: USER-CENTERED STRATEGY
  • 8. "Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take... For you to achieve your goals, visitors must first achieve theirs." - Bryan Eisenberg @TheGrok Conversion Optimization Expert, Speaker & Author
  • 9. Reevaluate Goals Business Goals What does the business want to accomplish? User Goals What does the user want to accomplish? Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 10. Decision Making Persona Types SLOW FAST LOGICAL EMOTIONAL COMPETITIVE SPONTANEOUS What's the bottom line? Why should I choose you now? METHODICAL HUMANISTIC How does your process or product work? Who used your solution to solve my problem? Source: Bryan & Jeffrey Eisenberg's book, "Waiting for Your Cat to Bark?"
  • 11. "Competitive" Persona Type •  Attitude: Businesslike, power-oriented •  Use of Time: Disciplined, fast-paced •  Desirable Actions: Lead, Control, Solve, Prove, Challenge, Learn Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 12. "Spontaneous" Persona Type •  Attitude: Personal, activity-oriented •  Use of Time: Undisciplined, fast-paced •  Desirable Actions: Express, Choose, Refine, Personalize Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 13. "Methodical" Persona Type •  Attitude: Business-like, detail-oriented •  Use of Time: Disciplined, slow-paced •  Desirable Actions: Explore, Compare, Evaluate, Discover, Examine Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 14. "Humanistic" Persona Type •  Attitude: Personal, relationship-oriented •  Use of Time: Undisciplined, slow-paced •  Desirable Actions: Join, Enjoy, Share, Connect, Help Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 15. Decision Making Persona Types HiPPO = Highest [Important] Paid Person's Opinion SPONTANEOUS What's the bottom line? Why should I choose you now? METHODICAL SLOW EMOTIONAL COMPETITIVE FAST LOGICAL HUMANISTIC How does your process or product work? Who used your solution to solve my problem? Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 16. Dell.com Case Study •  Weakness: No appeal for "Spontaneous" •  Changed: "Learn More" to "Help Me Choose" •  Result: Boosted sales over $25 million! (Equates to tens of billions of dollars over the years) Bryan Eisenberg case study: http://bit.ly/personacrointerview
  • 17. Conversion Optimization Factors #2: LANDING PAGE ELEMENTS
  • 18. MarketingProfs Twitter Guide
  • 19. Good Landing Page: 1 2 3 WHAT WHY HOW the user will get the user will love it the user can get it RELEVANCE VALUE ACTION a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg
  • 20. Landing Page "Essentials" 1.  Slim Header 8.  Trustmarks 2.  Headline 9.  Key Points List 3.  Subheader (Offer/UVP) 10.  Social Proof 4.  [Directional Cue] 11.  [Process Steps] 5.  Hero Shot 12.  [Supporting Info] 6.  [Form] 13.  [Follow-up CTA] 7.  Call-to-Action (CTA) 14.  Slim Footer [Element] = Optional, depends on landing page type Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 21. Landing Page Elements 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14.  Slim Header Headline Subheader (Offer/UVP) [Directional Cue] Hero Shot [Form] Call-to-Action (CTA) Trustmarks Key Points List Social Proof [Process Steps] [Supporting Info] [Follow-up CTA] Slim Footer Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 22. Landing Page Elements 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14.  Slim Header Headline Subheader (Offer/UVP) [Directional Cue] Hero Shot [Form] Call-to-Action (CTA) Trustmarks Key Points List Social Proof [Process Steps] [Supporting Info] [Follow-up CTA] Slim Footer Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 23. Tip: Cut out and rearrange!
  • 24. Conversion Optimization Factors #3: CALL-TO-ACTION (CTA)
  • 25. Call-to-Action Present ONE primary CTA as an obvious button. Angie Schottmuller (@aschottmuller), Three Deep Marketing Image Source: www.unbounce.com
  • 26. Each additional "action" on a landing page may reduce conversion by 50% - Angie Schottmuller @aschottmuller
  • 27. The CTA should be obvious... The first thing seen. The last thing remembered. Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 28. Clockwork Conversion on the 12-Hour Color Wheel 12 11 1 10 9 2 MAIN COLOR 3 CTA COLOR 4 8 7 5 6 Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 29. Clockwork Conversion on the 12-Hour Color Wheel 12 11 1 10 2 3 9 4 8 7 5 6 Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 30. Clockwork Conversion on the 12-Hour Color Wheel 12 11 1 M AIN CO LOR 10 2 3 9 CT A COLO R 8 4 7 5 6 Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 31. "Complementary" CTA Color Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 32. Reserve CTA Color for Optimal Impact Here it's used in multiple places which defeats the purpose of making the primary CTA stand out. P.S. HelloBar.com ROCKS for boosting conversions though! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 33. The default...
  • 34. Never Submit - Ryan Engley @ryan_engley - Unbounce !
  • 35. Convert More Leads Today Download your #ID2013 #CRO guide No email or credit card required... just conversion optimism! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 36. Download ID2013 CRO Guide Start converting more leads today! No email or credit card required... just conversion optimism! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 37. Eye Path Directional Cues Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
  • 38. Look Path Matters… Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
  • 39. Connect the Dots… Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
  • 40. CALL-TO-ACTION CHECKLIST q  Obvious q  Reserved Color q  Specific (What) q  Clear Path q  Value-Added (Why) q  Supported Download ID2013 CRO Guide Start converting more leads today! No email or credit card required... just conversion optimism! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 41. 90% "Over of landing pages fail to use an optimized CTA with a reserved, complementary color." - Angie Schottmuller @aschottmuller
  • 42. Conversion Optimization Factors #4: WEB FORMS
  • 43. Adobe Test&Target Landing Page ...and they want us to "Submit"
  • 44. Lead Generation Funnel
  • 45. Simplify Forms: q  Merge First and Last Name q  Drop Phone q  Drop Address (unless for mailer) q  Hide City and State (compute from Zip) q  Default Zip from geoIP q  Drop non-required fields 55101 Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 46. Use This Geolocation Lookup Code! SHARE WITH YOUR DEVELOPER! </MEGAFIELD S> http://bit.ly/geoipcodeexample End mega-field forms! Here's JavaScript showing how to use free Google Loader and MaxMind API tools to capture city, state, country, Zip and more values. >> Use it to default locations form fields! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 47. Conversion Optimization Factors #5: CREDIBILITY
  • 48. Truth in Advertising
  • 49. Credibility "Sources" •  •  •  •  •  •  •  Testimonials Case Studies Press Social Media Negative Comments Reviews Real People •  •  •  •  •  •  •  Industry Awards Specifics Accreditations Google/Bing Results Website Design SSL Certificate E-commerce-Secure See more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements
  • 50. Include Video >> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga
  • 51. "Explainer" videos increase conversion by +20% Source: Unbounce.com http://bit.ly/explainervideostats
  • 52. "Your customers will always be more persuasive than you." - Gregory Ciotti @GregoryCiotti
  • 53. Source: Basecamp.com
  • 54. Good Reviews Include: §  Use of "I" / Customer's view §  Problem/challenge info §  Solution/satisfaction specifics §  Customer info §  Persona info (name, location, date, photo) (role, age, etc.) §  Review Source (e.g. Yelp, Google) Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 55. Help Users Craft a Good Review! Mock-up Text Snippet for Requests: Questions to help draft a response: - How would you describe me as a professional? - In what areas have I demonstrated expertise? - How would you describe the quality of my work? - What did you like best about my work? - What skills do we uniquely bring to the table? - Would you hire us/me again? If yes, why? Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 56. LinkedIn Recommendations 80% Thanks for moderating the Social Media Meet ROI session at SES Chicago! Might you be willing to write a brief recommendation for me? I'd love to include your feedback on my LinkedIn profile. N RATE NVERSIO Questions to help draft a response: - How would you describe me as a speaker/marketer/blogger? - What marketing topics have I demonstrated expertise? (e.g. SEO, social ROI, conversion) - How would you describe the quality/type of content I present/write? - What did you like best about my presentation? - What skills do I uniquely bring to the table? - Would you want me on your team for future projects? If yes, why? CO Here's a link to my preso: http://bit.ly/socialmediameetroi I'm always interested in continuous improvement, so please feel free to pass on constructive feedback via email as well. Thanks in advance for helping me out! Angie Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 57. Sample Questions Aid Good, Quick Reviews! Provided Questions Recommendation Received 1.  How would you describe me as a speaker / marketer / blogger? 1.  Angie is a smart, sharp, insightful digital strategist with a finger on the pulse of new marketing industry. 2.  3.  Her analysis of how to approach the question social media ROI is one of the best I've seen 2.  What marketing topics have I demonstrated expertise? 3.  How would you describe the quality/ type of content I present/write? 4.  What did you like best about my presentation? 5.  What skills do I uniquely bring to the table? 6.  Would you want me on your team for future projects? If yes, why? 4.  -- real, rigorous, no-nonsense. 5.  She's also a fun and engaging speaker. 6.  I highly recommend her for both client engagements and speaking opportunities. - Giovanni Rodriguez, Dec 25, 2012 CEO of SocialxDesign, SES Advisory Board Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 58. Conversion Optimization Factors #6: INSTANT GRATIFICATION
  • 59. Offer / "Bait" Ideas Provide real, equivalent or better value that justifies user entry of form data. •  Free Gift/Service •  Event •  $ Savings •  Download •  Time Savings •  Webinar •  Exclusive Peek •  Contest •  Tool •  Entertainment (e.g. "Help Me Choose") Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 60. Some users want fast action or answers... NOW.
  • 61. Live Chat Boosters Personalize it! Proceed to Checkout
  • 62. Live Chat Boosters Personalize it! Proceed to Checkout
  • 63. 95% of mobile users search for a business from their phone, and then... 59% visit a business. 61% call a business. 99% take action in 24 hrs. Source: Google - The Mobile Movement Study, 2011
  • 64. Adjust Actions for Device Context TIP: Style using CSS3 buttons! (No images) http://bit.ly/css3gradientbuttons
  • 65. Creating Click-to-Call (CTC) Links 1.  Select the phone number. 2.  Make it a hyperlink: Syntax: "tel:+" + [country code] + [phone #] Example: tel:+13055551234 See RFC 3966 for specifications: http://bit.ly/rfc3966
  • 66. Click-to-Call Conversion Tips Call for a FREE Quote (305) 555-1234 Click-to-Call Hours: Monday - Friday, 8am - 4pm CT HTML with Google Analytics Tracking: <a href="tel:+13055551234" ! class="clicktocall" onClick="_gaq.push(['_trackEvent', ! 'Contact Us','Click-to-Call',this.innerHTML]);"! >Call for a FREE Quote (305) 555-1234</a>! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 67. 6 CONVERSION OPTIMIZATION POWER TIPS 1.  User-Centered Strategy 2.  Landing Page "Essentials" 3.  Optimized Call-to-Action 4.  Simple Forms 5.  Credibility 6.  Instant Gratification Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 68. LOTS OF TACTICS... How to Prioritize?
  • 69. Conversion Optimization Audit Tier 1 = 5-SECOND TEST ü  Who is the company? ü  Do they appear credible? ü  What are they offering? ü  What is the call-to-action? Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 70. 5-SECOND TEST A web page will be displayed for five seconds. See what you can remember. READY?
  • 71. 5-Second Test
  • 72. 5-SECOND TEST RESULTS What do you remember? ü  Who is the company? ü  Do they appear credible? ü  What are they offering? ü  What is the call-to-action? Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 73. Use the 5-Second Test! TIP: fivesecondtest.com (@fivesecondtest) provides this as an online service! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 74. Key Takeaways •  Understand user goals and all 4 persona types •  Use landing page "essential" elements •  Reserve a complementary CTA color •  Reduce form fields •  Show, don't tell •  Provide instant gratification options •  Employ the 5-second test! Angie Schottmuller (@aschottmuller), Three Deep Marketing
  • 75. Questions? At Three Deep, we truly "get-it" when it comes to conversion and maximizing ROI. Please reach out if your business needs help defining a strategy or test plan to get more ROI out of your existing efforts! Angie Schottmuller Director, Interactive Strategic Planning & Optimization @aschottmuller Ÿ aschottmuller@threedeepmarketing.com Contact Me for a Consultation Boost your ROI with conversion optimization!