How To Turn Your Website Into A Lead And Revenue Generating Machine

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Presentation for the RISE session in Austin on March 5th, 2009.

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How To Turn Your Website Into A Lead And Revenue Generating Machine

  1. 1. How to turn your website into a lead and revenue generating machine Alissa Ruehl Apogee Search
  2. 2. Today’s Roadmap 1. What do you want your machine to do? 2. Definitions 3. How important is conversion rate? 4. Conversion psychology 5. Oiling the machine 6. Innovating through experimentation
  3. 3. Part 1 What do you want your machine to do? Learn more at www.apogee-search.com
  4. 4. Learn more at www.apogee-search.com
  5. 5. Can you think of a machine that doesn’t have a clear purpose? Learn more at www.apogee-search.com
  6. 6. Existential Machines??? What was I created for? Learn more at www.apogee-search.com
  7. 7. Can you think of a website that doesn’t have a clear purpose? Learn more at www.apogee-search.com
  8. 8. If it’s yours, that’s ok Learn more at www.apogee-search.com
  9. 9. If it’s yours, that’s ok But let’s do it a favor and give it a reason to exist. Learn more at www.apogee-search.com
  10. 10. If it’s yours, that’s ok But let’s do it a favor and give it a reason to exist. It’ll be happier Learn more at www.apogee-search.com
  11. 11. Common Goals • Generating sales • Amazon, online retailers • Generating leads for a sales team • Apogee Search, most B2B websites, Direct TV • Getting publicity/Branding • Swaggerize Learn more at www.apogee-search.com
  12. 12. Learn more at www.apogee-search.com
  13. 13. Learn more at www.apogee-search.com
  14. 14. Common Goals • Generating sales • Amazon, online retailers • Generating leads for a sales team • Apogee Search, most B2B websites, Direct TV • Getting publicity/Branding • Swaggerize • Distributing information • Lance Armstrong Foundation, IRS.gov Learn more at www.apogee-search.com
  15. 15. Multiple Goals? • Generating online sales & store traffic • Macys.com • Generating one-off sales & leads for large orders • Ironkey.com Learn more at www.apogee-search.com
  16. 16. Multiple Goals? • Find all of your goals • Prioritize!!! Learn more at www.apogee-search.com
  17. 17. Kitchen timer with a microwave feature? Learn more at www.apogee-search.com
  18. 18. Part 2 Definitions Learn more at www.apogee-search.com
  19. 19. What is a conversion? Learn more at www.apogee-search.com
  20. 20. What is a conversion? A conversion is when a visitor to your website completes a desired action. Learn more at www.apogee-search.com
  21. 21. What is a conversion? A conversion is when a visitor to your website completes a desired action (one of the main purposes of your website) • Makes a purchase • Fills out a contact form • Schedules an appointment • Signs up for a newsletter • Etc Learn more at www.apogee-search.com
  22. 22. What is a conversion rate? Learn more at www.apogee-search.com
  23. 23. What is a conversion rate? Your conversion rate is the percentage of visitors that convert to the desired action. Actions/Visitors Learn more at www.apogee-search.com
  24. 24. How do I know my conversion rate? Learn more at www.apogee-search.com
  25. 25. How do I know my conversion rate? To find your conversion rate, use a web analytics tool to track the number of visitors and the number of completed actions. Google Analytics – good and free! Learn more at www.apogee-search.com
  26. 26. Part 3 How Important is Conversion Rate?
  27. 27. How Important is Conversion Rate? Example: • 10,000 visitors per month
  28. 28. How Important is Conversion Rate? Example: • 10,000 visitors per month • 1% conversion rate
  29. 29. How Important is Conversion Rate? Example: • 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month
  30. 30. How Important is Conversion Rate? Example: 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month • Want to double sales •
  31. 31. How Important is Conversion Rate? Example: 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month • Want to double sales • PPC? SEO?
  32. 32. How Important is Conversion Rate? Example: 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month • Want to double sales • PPC? SEO? Conversion rate improvement
  33. 33. How Important is Conversion Rate? Example: • 10,000 visitors per month • 1% conversion rate • 100 sales (or leads) per month Double conversion rate: • 10,000 visitors per month • 2% conversion rate • 200 sales (or leads) per month
  34. 34. Small, Incremental Improvements Visitors Conversion Rate Sales Past 10,000 1% 100 Q1 -5% increase 10,000 1.05% 105 Q2 -5% increase 10,000 1.10% 110 Q3 -5% increase 10,000 1.16% 116 Q4 -5% increase 10,000 1.22% 122
  35. 35. Small, Incremental Improvements Visitors Conversion Rate Sales Past 10,000 1% 100 Q1 -5% increase 10,000 1.05% 105 Q2 -5% increase 10,000 1.10% 110 Q3 -5% increase 10,000 1.16% 116 Q4 -5% increase 10,000 1.22% 122 Total sales for the year if no attention is paid to conversion: 1,200 Total sales for the year with 1 tiny improvement per quarter: 1,358
  36. 36. Part 4 Conversion Psychology Learn more at www.apogee-search.com
  37. 37. Conversion Psychology Costs Benefits Learn more at www.apogee-search.com
  38. 38. Conversion Psychology Ecommerce Costs Benefits • Cost of item • I get the item Learn more at www.apogee-search.com
  39. 39. Conversion Psychology Ecommerce Costs Benefits • Cost of item • I get the item • Time spent trying to find the right one • Time in purchase process • Risk of buying the wrong item I shouldn’t Learn more at www.apogee-search.com
  40. 40. Tipping the Scale Ecommerce Costs Benefits • Cost of item • I get the item • Time spent trying to find • Well, it’s right here . . . the right one • It’ll get here soon • Time in purchase process • My favorite movie star • Risk of buying the wrong has one item • It’ll make me look thinner I can’t resist! Learn more at www.apogee-search.com
  41. 41. Conversion Psychology Lead Generation Costs Benefits • Tons of emails and sales • I get information on a calls possible product or service • Time spent navigating the • I get an interesting site & trying to figure out whitepaper how EXACTLY this company leverages my business for higher ROI • Time to fill out the form Why bother? Learn more at www.apogee-search.com
  42. 42. Tipping the Scale Lead Generation Costs Benefits • Tons of emails and sales • I get information on a calls possible product or service • Time spent navigating the • I get an interesting site & trying to figure out whitepaper how EXACTLY this • I could improve lead flow by company leverages my up to 75% business for higher ROI • I could be a hero at my • Time to fill out the form company Why not? Learn more at www.apogee-search.com
  43. 43. Part 5 Oiling the Machine Reducing Friction Learn more at www.apogee-search.com
  44. 44. Oiling the Machine 12 Tips for reducing friction on forms • 4 general • 4 for ecom • 4 for lead generation Learn more at www.apogee-search.com
  45. 45. General Form Tips Learn more at www.apogee-search.com
  46. 46. Limit the Number of Fields Learn more at www.apogee-search.com
  47. 47. Limit the Number of Fields Learn more at www.apogee-search.com
  48. 48. Sensible tab sequence Learn more at www.apogee-search.com
  49. 49. Try buttons with text other than “submit” Purchase now Download now Register Contact me Proceed to billing Infinite possibilities! Learn more at www.apogee-search.com
  50. 50. Remove the clear/cancel button • Avoid “cancel”, “clear” or “reset form” • Allow people to go back, if necessary Learn more at www.apogee-search.com
  51. 51. Summary of General Form Tips Limit the number of fields Sensible tab sequence Try buttons with text other than “submit” Remove the clear/cancel button Learn more at www.apogee-search.com
  52. 52. Ecommerce Form Tips Learn more at www.apogee-search.com
  53. 53. Don’t make people set up an account Let them order first, then set up an account afterwards Learn more at www.apogee-search.com
  54. 54. Use progress indicators • For multiple step forms, show people where they are in the process • Make it clear at what point they are charged Learn more at www.apogee-search.com
  55. 55. Remind people what they’re buying • At each step, show what is being purchased Items Sizes/Colors/Dates Shipping options & costs • Especially at the purchase step Learn more at www.apogee-search.com
  56. 56. Remind them of your return policy or guarantee • If you have custom items and don’t allow returns, remind them so they can check their order • If you have a good return policy or guarantee, remind them so they don’t have doubt Learn more at www.apogee-search.com
  57. 57. Remind them of your return policy or guarantee Learn more at www.apogee-search.com
  58. 58. Summary of Ecommerce Form Tips • Don’t make people set up an account before they order. • Use progress indicators • Remind people what they’re buying • Remind them of your return policy or guarantee Learn more at www.apogee-search.com
  59. 59. Lead Generation Form Tips Learn more at www.apogee-search.com
  60. 60. Have a comment field If you’re asking for information from them, let them ask you questions You may receive some valuable information Learn more at www.apogee-search.com
  61. 61. Don’t ask too many qualifying questions Learn more at www.apogee-search.com
  62. 62. Don’t expect people to search for the form Ideally, there should be a form on the landing page If that’s not possible, have noticeable calls to action Learn more at www.apogee-search.com
  63. 63. Have a privacy policy Let people know they won’t get spam Can be a link or a statement “We will not sell your information to anyone” “We value your privacy” Might help your Google paid search quality score Learn more at www.apogee-search.com
  64. 64. Part 6 Building a Better Machine Innovation Through Experimentation Learn more at www.apogee-search.com
  65. 65. Why Experiment? • Every website is unique • Non-political • Testing can be better than focus groups • Actual audience • Doesn’t know they’re being watched • Often cheaper Poll: How familiar are you with testing? Learn more at www.apogee-search.com
  66. 66. Testing: 1,2,3 1. Choosing a Tool 2. Choosing a Test Type (A/B versus Multivariate) 3. Choosing What to Test Learn more at www.apogee-search.com
  67. 67. Choosing a Tool Google Website Optimizer Omniture Test & Target (Offermatica) Interwoven Optimost SiteSpect Widemile & Many others Learn more at www.apogee-search.com
  68. 68. Choosing a Tool Google Website Optimizer • Free • Fewer Features Paid tools • Can be very expensive • Expanded capabilities Learn more at www.apogee-search.com
  69. 69. We’ll focus on Google Website Optimizer Fair Disclaimer: Apogee Search is a Google Website Optimizer Authorized Consultant. Although we often use GWO, we also appreciate the advanced features in paid testing & optimization tools. Learn more at www.apogee-search.com
  70. 70. Google Website Optimizer • Can test a landing page, or a regular page on the site • GWO operates on all traffic going to a page, whether from AdWords, Yahoo, MSN or other search engines, or traffic from other sources • You don’t need to be using AdWords to use it Learn more at www.apogee-search.com
  71. 71. Choosing a Test Type A/B • Which page converts better, version A or version B? • Can have more than 2 variations – A/B/C/D . . Learn more at www.apogee-search.com
  72. 72. Choosing a Test Type Multivariate • Testing by component • Which is the best headline, the best image, the best copy, the best form, etc Learn more at www.apogee-search.com
  73. 73. Choosing a Test Type A/B • Doesn’t require a great deal of traffic • Good for testing major design changes • You can test existing pages with little effort Multivariate • Requires more traffic (usually >100 conversions/month) • Answers specifically why one page is better • Taguchi style versus full factorial Learn more at www.apogee-search.com
  74. 74. Choosing What to Test Which pages to test? • Pages with high traffic levels • Entry pages • Or pages in the path of conversion (form page, shopping cart pages, etc) • PPC landing pages and the homepage are often good ideas Learn more at www.apogee-search.com
  75. 75. Choosing What to Test Layout Headlines Images Copy Forms Calls to action Button color/size/wording Lead bait (whitepaper versus webinar, etc) Pretty much anything Learn more at www.apogee-search.com
  76. 76. Specific Suggestions for Lead Gen • Create a simplified landing page with a single call to action • Few other links on the page • Form on the page is often best • “Lead Bait” – whitepaper, newsletter or other offer • Simple, but explanatory text • Short paragraphs & bullet points • Test against your current product page, home page, or landing page. Learn more at www.apogee-search.com
  77. 77. Specific Suggestions for Ecommerce • Test product page template • Try changing text on the “add to cart” button • Adjust size & position of “add to cart” button • Add return policy to the page • Test link to shipping info page • Test product description for top product • Add more description • Add more photos • Test offers • Free shipping over a certain order amount? • Seasonal sale? Learn more at www.apogee-search.com
  78. 78. Specific Suggestions for Everyone • Look at your messaging • We v. You language • Action oriented v. descriptive • Benefits v. Features • Fluff v. Specific Learn more at www.apogee-search.com
  79. 79. Testing Tips • Avoid testing: • Different elements that might not combine well • Elements that won’t make much impact • Too may elements or too many variations • Pay attention to statistical significance • Test before making major site changes or redesigns Learn more at www.apogee-search.com
  80. 80. Alissa Ruehl Manager of Website Effectiveness Consulting Apogee Search www.apogee-search.com alissa@apogee-search.com Twitter: AlissaRu

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