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Conversion Optimization Presentation

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In this presentation, Insivia CEO and founder Andy Halko explores conversion optimization. Some of the topics include:
- A/B Testing
- Heat Mapping
- Landing Page Design
- Call To Action (CTA's)
- Mobile and Tablet

To learn more about this topic, visit us at www.insivia.com.

Published in: Marketing
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Conversion Optimization Presentation

  1. 1. Andy Halko @andyhalko Insivia @insivia WEBSITE CONVERSION STOP TURNING VISITORS AWAY
  2. 2. THINK SMART. ACT BOLD.
  3. 3. What are conversions? Conversion Optimization
  4. 4. THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
  5. 5. Lead & Sales Road Map
  6. 6. NURTURE E-Mail Sign Up Demo White Paper Download Calculator Results Facebook Follow Twitter Follow Sample Download Survey Purchase Call Contact Form DIRECT
  7. 7. First step in higher conversions: Targeted Campaigns
  8. 8. Campaigns focused on a specific target or serve a specific purpose. Product Landing Page Problem Landing Page Industry Landing Page Product Problem Industry
  9. 9. Back up the campaign message One clear action (Call to Action) Enough info to make a decision Landing Page Conversion Factors
  10. 10. Your homepage is NOT a landing page
  11. 11. Your homepage is merely the face of your website, accessed by people who are looking for it specifically. Your HomePage
  12. 12. Marketo
  13. 13. Visual and message confirming people are in the right place Design that conveys confidence Clear navigation Clear actions to take Home Page Conversion Factors
  14. 14. LANDINGPAGE? HOMEPAGE?
  15. 15. LANDINGPAGE? HOMEPAGE?
  16. 16. Web analytics data is NOT enough to construct the best test hypotheses for your site. SPLIT TESTING A/B Testing Multivariate Testing BUILD TEST
  17. 17. VS CONTROL TREATMENT
  18. 18. VS CONTROL TREATMENT Mission critical elements like call-to-action buttons represent a small change on the page, however, they have major impact on the decisions of your prospects.
  19. 19. VS
  20. 20. VS The color of your CTA button has major impact on your potential customers’ decisions – and thereby also your conversion rate.
  21. 21. People aren’t magically drawn to a button because it’s red, nor are we automatically pre- disposed to sign up just because you added the word “Free” in your headline. Optimization, isn’t about seeing which tests are “better”, but rather about studying your visitor’s behavior and creating designs & copy to engage in a dialogue with your visitor’s inner voice.
  22. 22. Reading Patterns and Use of Images
  23. 23. Heat Mapping + Human Psychology
  24. 24. Questions like “What color converts best” are a complete waste of time. Instead, find out: Where do most people get stuck in the buying process? What are common traits among our paying customers? What hesitations do our leads have that prevent them from buying?
  25. 25. “The vast majority of retailers reported conversion rates on smartphones were around 1%, while conversion rates for tablets were 2.4%,” While visitors largely use tablets for what he called “lazy internet”—consuming media and content, as well as browsing—they tend to prefer smartphones primarily for communication, content snacking, and using mobile apps.
  26. 26. ANALYTICS
  27. 27. Bounce Rate
  28. 28. Traffic Source
  29. 29. Exit Pages
  30. 30. Click-through Scroll-through
  31. 31. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy Halko @andyhalko Insivia @insivia Oh yeah, ask us about our traffic and conversion audits.

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