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Turn Your Website into a Revenue Machine(Conversion Secrets You Wont Learn From Google Analytics)                         ...
Turn Your Website into a Revenue Machine(Conversion Secrets You Wont Learn From Google Analytics)                         ...
Founded in 2004   Custom KPI-based Scorecards120+ Clients      Proprietary Attribution Tool                               ...
Some Practical Matters  Are the slides available?                    Yes! Just email                                     ...
Webinar Agenda1   What is a Conversion?    What are you trying to achieve with your home page or PPC landing page?2   What...
THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY                                      #webmarketing123
What is a Conversion?       A visitor performing a desired action on a page                                             Bu...
Where Do Conversions Happen?Anywhere You Would Set a Goal / Desired User Action•  Home Page•  Pay-Per-Click Landing Page• ...
What are the Objectives of Your Website?Primary          •  Long-term goal (Directly tied to revenue)          •  i.e. Con...
#webmarketing123
Webinar Agenda1   What is a Conversion?    What are you trying to achieve with your home page or PPC landing page?2   What...
Usability Best PracticesAssign Visual Priority    •  Size and position should be relative to the importance of the objecti...
Usability Best PracticesAssign Visual Priority    •  Size and position should be relative to the importance of the objecti...
Usability Best PracticesWe Read Web Content in an ‘F’ or ‘Z’ shape                                     #webmarketing123
Usability Best Practices http://webdesign.tutsplus.com/                                  #webmarketing123
Usability Best PracticesUse Your Image as a Pointer to Your Call to ActionPeople tend to follow the eye path    Make your ...
Usability Best PracticesUse Your Image as a Pointer to Your Call to ActionPeople tend to follow the eye path              ...
Usability Best PracticesUse Your Image as a Pointer to Your Call to Action                                         #webmar...
Usability Best PracticesAssign Visual Priority    •  Size and position should be relative to the importance of the objecti...
Usability Best Practices       Focus on the Call to Action from the User’s Perspective•  Is your primary objective clearly...
Use active languageConsider sweetening the deal                               #webmarketing123
#webmarketing123
Usability Best PracticesAssign Visual Priority    •  Size and position should be relative to the importance of the objecti...
Usability Best PracticesE-commerce and registration forms need to quickly win trust                                       ...
Usability Best PracticesE-commerce and registration forms need to quickly win trust   Form is   minimal                   ...
Usability Best PracticesE-commerce and registration forms need to quickly win trustAutomatic cursorplacement              ...
Usability Best PracticesE-commerce and registration forms need to quickly win trust                                       ...
Usability Best PracticesE-commerce and registration forms need to quickly win trust                                       ...
Usability Best Practices E-commerce and registration forms need to quickly win trustClear wording onsubmission button     ...
Usability Best PracticesLead Generation & PPC Landing Page Forms need to qualify AND convert                          Hubs...
Usability Best PracticesLead Generation & PPC Landing Page Forms need to qualify AND convert                         Hubsp...
PPC Landing Page Conversions                         #webmarketing123
Usability Best PracticesTop 6 Things to Avoid on a PPC Landing Page   •  Too much text. I          bullet points   •  Too ...
Usability Best PracticesThat was a lot of material.!     Let’s Review…                              #webmarketing123
Usability Best Practices            Is Your Call to Action Obvious?            Clearly announce what you want users to do ...
Webinar Agenda1   What is a Conversion?    What are you trying to achieve with your home page or PPC landing page?2   What...
Benchmark Your Top Landing Pages1.  Look into your website analytics2.  Identify “Top Landing Pages”3.  What are the conve...
Usability Testing with Google Website OptimizerTake the Guess Work Out of Conversion Optimization    •  What will convert ...
Webinar Agenda1   What is a Conversion?    What are you trying to achieve with your home page or PPC landing page?2   What...
Which Keywords Are Bringing You Conversions?  1.  Look into your website analytics  2.  Identify Top Organic Keywords  3. ...
Are Your Keywords Bringing You Conversions?  Identify keywords that drove the best conversions and sales                  ...
Webinar Agenda1   What is a Conversion?    What are you trying to achieve with your home page or PPC landing page?2   What...
Track & Interpret Data           Set Up Goals in Google Analytics•  Define conversions for your business goals•  Set your ...
Track & Interpret Data               Tracking Goals in Google Analytics•  What percentage of visitors completed your desir...
Track & Interpret Data                         Reverse Goal Path•  Identify the most popular paths leading to purchase or ...
Track & Interpret Data                Conversion Funnel Visualization•  Analyze where visitors exit your goal path•  Ident...
Track & Interpret Data             E-Commerce Tracking                                   #webmarketing123
The Iterative ProcessOn a monthly or quarterly basis, create variations on formsand landing pages.Evaluate A/B or Multi-va...
Key Takeaways1    Primary, Major & Minor Objectives must be defined     Usability can be improved by emphasizing your call...
• Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com...
What can you expect from speaking with one of our analysts?   -  “Cost of the Problem” Analysis: Discover the cost of not ...
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Webmarketing123 turn your website into a revenue machine.deck

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Transcript of "Webmarketing123 turn your website into a revenue machine.deck"

  1. 1. Turn Your Website into a Revenue Machine(Conversion Secrets You Wont Learn From Google Analytics) Today’s Host: Mike Turner Director of Search Marketing #webmarketing123 facebook.com/webmarketing123
  2. 2. Turn Your Website into a Revenue Machine(Conversion Secrets You Wont Learn From Google Analytics) Today’s Host: Mike Turner Director of Search Marketing #webmarketing123 facebook.com/webmarketing123
  3. 3. Founded in 2004 Custom KPI-based Scorecards120+ Clients Proprietary Attribution Tool #webmarketing123
  4. 4. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123 Request a Customized SEO Assessment Today.  Want to learn more? You May Qualify for a $50 Amazon.com Gift Card! visit bit.ly/wm123seo #webmarketing123
  5. 5. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Usability! Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking…5 Measuring Success How to monitor and improve your results #webmarketing123
  6. 6. THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY #webmarketing123
  7. 7. What is a Conversion? A visitor performing a desired action on a page Buy Now!•  Form Fill-Out Free Newsletter!•  Newsletter Sign-Up Click For Your Free Download!•  Site Registration Get a Free Trial! Contact For a•  E-commerce Transaction Free Consultation!•  Clicking a Specific Link or Visiting a Series of Pages #webmarketing123
  8. 8. Where Do Conversions Happen?Anywhere You Would Set a Goal / Desired User Action•  Home Page•  Pay-Per-Click Landing Page•  Checkout Page How does your site make money? What do you want users to DO when they get there? #webmarketing123
  9. 9. What are the Objectives of Your Website?Primary •  Long-term goal (Directly tied to revenue) •  i.e. Contact Form, Trial, Download, etc.Major •  Short-term (may not be directly tied to revenue) •  i.e. Current feature, marketing campaignMinor •  Functionality necessary for website / homepage •  i.e. Login Page, About Company, etc. #webmarketing123
  10. 10. #webmarketing123
  11. 11. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Usability! Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking…5 Measuring Success How to monitor and improve your results #webmarketing123
  12. 12. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objective #webmarketing123
  13. 13. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objectiveConsider the Visitor’s Eye-Path •  What will users notice and in what order?   #webmarketing123
  14. 14. Usability Best PracticesWe Read Web Content in an ‘F’ or ‘Z’ shape #webmarketing123
  15. 15. Usability Best Practices http://webdesign.tutsplus.com/ #webmarketing123
  16. 16. Usability Best PracticesUse Your Image as a Pointer to Your Call to ActionPeople tend to follow the eye path Make your subject look at your adwhere the subject in the graphic is creative if you want people to look at itlooking. too. #webmarketing123
  17. 17. Usability Best PracticesUse Your Image as a Pointer to Your Call to ActionPeople tend to follow the eye path Brandwhere the subject in the graphic islooking. #webmarketing123
  18. 18. Usability Best PracticesUse Your Image as a Pointer to Your Call to Action #webmarketing123
  19. 19. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objectiveConsider the Visitor’s Eye-Path •  What will users notice and in what order?Provide a Clear Call To Action •  Clearly announce what you want users to do #webmarketing123
  20. 20. Usability Best Practices Focus on the Call to Action from the User’s Perspective•  Is your primary objective clearly stated on your homepage?•  Do users have a reasonable expectation of what they will receive?•  Is your value proposition communicated to visitors?•  Is your Call to Action emphasized with a contrasting color?•  Emphasize your call to action through various mediums: Banners Buttons Headlines “Contact us for a Free Analysis!” #webmarketing123
  21. 21. Use active languageConsider sweetening the deal #webmarketing123
  22. 22. #webmarketing123
  23. 23. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objectiveConsider the Visitor’s Eye-Path •  What will users notice and in what order?Provide a Clear Call To Action •  Clearly announce what you want users to doMake Steps Clear •  Clearly identify where user is and where they should goForms Should be Concise #webmarketing123
  24. 24. Usability Best PracticesE-commerce and registration forms need to quickly win trust #webmarketing123
  25. 25. Usability Best PracticesE-commerce and registration forms need to quickly win trust Form is minimal #webmarketing123
  26. 26. Usability Best PracticesE-commerce and registration forms need to quickly win trustAutomatic cursorplacement #webmarketing123
  27. 27. Usability Best PracticesE-commerce and registration forms need to quickly win trust Trust signals #webmarketing123
  28. 28. Usability Best PracticesE-commerce and registration forms need to quickly win trust Reassurance #webmarketing123
  29. 29. Usability Best Practices E-commerce and registration forms need to quickly win trustClear wording onsubmission button #webmarketing123
  30. 30. Usability Best PracticesLead Generation & PPC Landing Page Forms need to qualify AND convert Hubspot bit.ly/KpoQhE #webmarketing123
  31. 31. Usability Best PracticesLead Generation & PPC Landing Page Forms need to qualify AND convert Hubspot bit.ly/KpoQhE #webmarketing123
  32. 32. PPC Landing Page Conversions #webmarketing123
  33. 33. Usability Best PracticesTop 6 Things to Avoid on a PPC Landing Page •  Too much text. I bullet points •  Too many links to other pages •  Misplaced or camouflaged Call to Action •  Slow loading features •  Form length disproportionate to likely motivation of user #webmarketing123
  34. 34. Usability Best PracticesThat was a lot of material.! Let’s Review… #webmarketing123
  35. 35. Usability Best Practices Is Your Call to Action Obvious? Clearly announce what you want users to do Are there many competing objectives? Is Your Value Proposition Clearly Stated? What differentiates you from your competitors? What inspires visitors to take the next step?Has Your Primary Objective Established Visual Priority? Is the size of elements relative to importance? Have you considered visitors’ logical eye path? Have You Optimized Your Lead Forms? Is all information absolutely necessary? #webmarketing123
  36. 36. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking… keywords!5 Measuring Success How to monitor and improve your results #webmarketing123
  37. 37. Benchmark Your Top Landing Pages1.  Look into your website analytics2.  Identify “Top Landing Pages”3.  What are the conversion rates for these pages? #webmarketing123
  38. 38. Usability Testing with Google Website OptimizerTake the Guess Work Out of Conversion Optimization •  What will convert at the highest rate? •  Predicts with 95% confidence that winner will increase conversion rateTypes of Tests •  A/B Split Testing •  Multivariate Testing #webmarketing123
  39. 39. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking… keywords!5 Measuring Success How to monitor and improve your results #webmarketing123
  40. 40. Which Keywords Are Bringing You Conversions? 1.  Look into your website analytics 2.  Identify Top Organic Keywords 3.  What is the conversion rate of your top organic keywords? #webmarketing123
  41. 41. Are Your Keywords Bringing You Conversions? Identify keywords that drove the best conversions and sales #webmarketing123
  42. 42. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking… keywords!5 Measuring Success How to monitor and improve your results #webmarketing123
  43. 43. Track & Interpret Data Set Up Goals in Google Analytics•  Define conversions for your business goals•  Set your goal values•  Analyze which keywords are leading to more conversions and work to strengthen them in your links and content•  Consider removing poor-performing keywords from your campaign•  Observe where visitors abandon the goal path and analyze the data to determine why #webmarketing123
  44. 44. Track & Interpret Data Tracking Goals in Google Analytics•  What percentage of visitors completed your desired actions?•  Create different goal sets for different objectives•  Drill down by traffic source, keyword, etc. #webmarketing123
  45. 45. Track & Interpret Data Reverse Goal Path•  Identify the most popular paths leading to purchase or contact•  Analyze popular pages for strengths and opportunities #webmarketing123
  46. 46. Track & Interpret Data Conversion Funnel Visualization•  Analyze where visitors exit your goal path•  Identify which pages people exit to•  Understand funnel from user’s perspective: What works and what doesn’t?•  Optimize weaker pages for conversion improvement #webmarketing123
  47. 47. Track & Interpret Data E-Commerce Tracking #webmarketing123
  48. 48. The Iterative ProcessOn a monthly or quarterly basis, create variations on formsand landing pages.Evaluate A/B or Multi-variate testing.Rely on analytics to guide decision making. #webmarketing123
  49. 49. Key Takeaways1 Primary, Major & Minor Objectives must be defined Usability can be improved by emphasizing your call to action, value2 proposition, and optimizing your site’s layout Set up goals in Google Analytics to measure user behavior,3 and make actionable insights to improve conversion rate #webmarketing123
  50. 50. • Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com• Or visit bit.ly/wm123seo #webmarketing123
  51. 51. What can you expect from speaking with one of our analysts? -  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing. Or visit bit.ly/wm123seo Next Week: Your Toughest SEO Questions, Answered! facebook.com/webmarketing123 #webmarketing123 @webmarketing123
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