Adam Proehl's presentation from OMS Seattle Bootcamp session: "Post Click Marketing: Practical Methods for Conversion Optimization

1. Post Click Marketing Practical Methods for Conversion Optimization Adam Proehl Managing Partner, NordicClick Interactive @adamproehl 6/22/2011

2. About Me 14 years of online marketing experience Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA, BMA Instructor at the Online Marketing Institute All around “Data Driven Kinda Guy” Unapologetic Minnesota Viking Fan

3. Topics What is a Conversion? What Conversions Matter to Your Business? Measurements Optimizing Poor Conversion Rates (Tools & Methods) Post Conversion – Now What?

4. What I want to leave you with Practical takeaways Useful Best Practices Useful Tools Hope

5. What is a Conversion? ?

6. What is a Conversion? $$

7. What is a Conversion? The Obvious Ones:

8. What is a Conversion? Commerce Transaction:

9. What is a Conversion? Free Trial:

10. What is a Conversion? Request a Quote:

11. What is a Conversion? Contact Us Form:

12. What is a Conversion? Phone Call:

13. What is a Conversion? Whitepaper Download:

14. What is a Conversion The “not always so obvious”

15. What is a Conversion? Types of Conversions: A simplified lame sports analogy Points Assists

16. What is a Conversion Watch a video

17. What is a Conversion Read Case Study

18. What is a Conversion View Site Content

19. What is a Conversion? Email Us:

20. What is a Conversion Social Links

21. What is a Conversion Email Signup

23. Follow up action/deliverable required

24. Varying degrees of value

25. May not capture name

26. Might not be an immediate follow up action

28. What Conversions Matter?

29. What Conversions Matter? How do you determine?

32. What Conversions Matter? Sub initiatives

33. What Conversions Matter? Map your external stakeholder touch points Start Here Simplified Example

35. Success Measurements

36. Benchmarks

37. Get Stakeholder Buy-In

39. Measurements Web Analytics

40. Measurements So My Site Conversion Rate is: Who Cares?

41. Measurements Site Conversion: Without context, it’s a useless stat

42. Measurements The Flaw of Averages

43. Measurements Making Conversion Metrics Useful: Adding Context Segmentation Assigning Value

44. Measurements Segmentation – let’s start simple

45. Measurements Traffic Segmentation – “Points” Conversion Averages Broken out

46. Measurements Traffic Segmentation – A level deeper: keywords

47. Measurements Traffic Segmentation – Understanding Behavior New Visitor Returning Visitor “Assists” are paying off

48. Measurements Deeper Segmentation – Understanding Behavior How do specific campaigns convert my returning visitor? New Visitor

49. Measurements Deeper Segmentation: understanding what your content is being viewed on

50. Measurements What volume is mobile? One of several ways to segment

51. Measurements Deeper Segmentation – Mobile & Landing Pages & Search

52. Measurements Deeper Segmentation – Mobile & Landing Pages & Search

53. Measurements Deeper Segmentation – B2B Example - User Platform (Mobile) Just Mobile Conversions Overall

55. Campaign

56. User Systems

57. New vs. Returning Visitors

59. Measurements Assigning Value – Not all conversions are created equal

60. Measurements Doing the Math: Simple B2B Example Balance averages with granularity

62. Have buy-in from appropriate stakeholders

64. Measurements Assigning Value: Assists Where would he be without these guys?

66. Downloads

67. Links out

69. Measurements Deeper Segmentation – Type of Event

71. Business Requirements

72. Tracking Vigilance

74. Optimizing Conversions Convergence of Art & Science Image Credit: Elaine Strosberg, UCLA

75. Optimizing Conversions User Experience

77. Segmentation capabilities (source, geo, date/time, OS, screen, etc)

78. Simple java script code

80. Hover Conversion

81. Time to Click

82. Hesitationwww.clicktale.com

83. Optimizing Conversions Cheap (maybe) Tool: ClickTale Form Analysis www.clicktale.com

85. Conversion Funnels

86. Other HeatmapsPrice: Free for 400 pageviews / mo $99/mo for 20k pageviews/mo Bigger plans for bigger sites

87. Optimizing Conversions 5 Seconds

89. Pick your users

90. 48 hour time limit from start

91. One Simple Task: “The most remembered words and phrases for your webpage”

92. Price: Freewww.clueapp.com

94. Earn freebies by particpiating in tests

95. Can also have your own group of users perform taskswww.usabilityhub.com

97. Ask follow up questions after image removed

98. Select number of responses you wantwww.fivesecondtest.com

99. Optimizing Conversions: The Landing Page Tool: Five Second Test (from Usability Hub) Keyword Cloud Responses www.fivesecondtest.com

100. Optimizing Conversions: The Landing Page Tool: Clicktest (from Usability Hub) www.theclicktest.com

102. See how many get it right (according to your vision)

103. Find holes in your design flowwww.navflow.com

105. Identify holes/gaps

106. Retestwww.navflow.com

108. Predicts eye movementsPrice: From $6 a test, also subscription option www.attentionwizard.com

109. Optimizing Conversions: The Landing Page Free Tool: Mobile Phone Emulator www.mobilephoneemulator.com

110. Optimizing Conversions: Site Usability Cheap Tool: UserTesting.com www.usertesting.com

111. Optimizing Conversions: Site Usability Cheap Tool: UserTesting.com Follow up questions after site review Standard demographics www.usertesting.com

112. Optimizing Conversions: Site Usability Cheap Tool: UserTesting.com Video Follow Up Question Answers Can also pick your own users Price: $39 per test www.usertesting.com

113. Optimizing Conversions: Site Usability Cheap Tool: Feedback Army www.feedbackarmy.com

114. Optimizing Conversions: Site Usability Cheap Tool: Feedback Army Price: $15 for 10 answers www.feedbackarmy.com

116. 4 basic questions

117. Simple java script implementation

118. GA integrationwww.4qsurvey.com

119. Optimizing Conversions: Practical Methodology The Three Click Rule: Forget it

120. Optimizing Conversions: Practical Methodology Make Crumbs

121. Optimizing Conversions: Practical Methodology Always allow time for testing

123. Product Line

125. Not rocket science – start simple

126. Learn & adjust

127. Buy in from Stakeholders5 2 1

128. Post Conversion Congratulations! You got the conversion!!!

129. Post Conversion How it may look today (if you haven’t yet done what I’ve talked about) 06/22/2011

130. Post ConversionYour view of the web based leads

131. Post ConversionSales’ view of web leads

132. Post Conversion Close the Loop

133. Post Conversion Dollars & Margins (where you can) Phone Order E-Commerce Order

134. Post Conversion Reporting Have a dashboard that tells your story (but that’s another session)

135. Takeaway Points Understand what a conversion is Determine what applies to your business Measure Test Post Conversion: Close the Loop

136. Thank You Practical Methods for Conversion Optimization Adam Proehl Managing Partner adam@nordicclick.com 952-460-3331 @adamproehl www.linkedin.com/in/adamproehl Post Click Marketing