CRO for SEOs - Better Together #SearchLove

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The who, why, and how of CRO. SEOs should be using CRO in their day to day to increase their value.

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CRO for SEOs - Better Together #SearchLove

  1. CRO & SEO – BetterTogetherWho, Why, and HowMIKE PANTOLIANO
  2. Aiming to be a complete web marketerMICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
  3. Who?
  4. 2009!Mike Pantoliano | @MikeCP
  5. Meet Mark
  6. Mark
  7. MarkThose Were His Bosses
  8. Mike Pantoliano | @MikeCP
  9. Project 1 Project 2 Project 3 Project 4 Project 5 Project 6Mike Pantoliano | @MikeCP
  10. CRO (duh)
  11. Why?
  12. Reason 1Michael Pantoliano | @MikeCP
  13. Reason 2Michael Pantoliano | @MikeCP
  14. Reason 3Michael Pantoliano | @MikeCP
  15. Reason 4Michael Pantoliano | @MikeCP
  16. Reason 5aMichael Pantoliano | @MikeCP
  17. Reason 5bMichael Pantoliano | @MikeCP
  18. Reason 6Michael Pantoliano | @MikeCP
  19. Market Research : SEO ::Consumer Behavior : CRO
  20. Big Ass Market Research Report 2012 Prepared For: Big Important Company Inc.Mike Pantoliano | @MikeCP
  21. Control Big Ass Persona Report 2012 15% Lift Prepared For: Big Important Company Inc. 27% Lift 30% Liftbitly.com/7dp4iMike Pantoliano | @MikeCP
  22. Successful Headline Test Banner Ads Text Ads Email Direct Mail Radio TVMike Pantoliano | @MikeCP
  23. 7 ReasonBecause You’reWatching This Presentation
  24. 100% Experience 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% SEO Tactical CROMike Pantoliano | @MikeCP
  25. How?
  26. Process Hacks
  27. There’s Something Identify Missing Implement Something Here to Test Find Run Test SignificanceMike Pantoliano | @MikeCP
  28. ―Progress in manufacturing is measured by the production of high quality goods. The unit of progress for Lean Startups is validated learning-a rigorous method for demonstrating progress when one is embedded in the soil of extreme uncertainty.‖Mike Pantoliano | @MikeCP
  29. Mike Pantoliano | @MikeCP
  30. What Did We Learn From that Test?Mike Pantoliano | @MikeCP
  31. Use Evernote
  32. Holy Crap! Free Stuff Bonus!
  33. Make Friends with Designers
  34. And here Spend more time hereMike Pantoliano | @MikeCP
  35. What’s up with this?
  36. Ask The Right Questions
  37. Gathering Feedback Sales / SupportMike Pantoliano | @MikeCP
  38. The Power of Mockups &Wireframing
  39. Mike Pantoliano | @MikeCP
  40. Mockups for Getting Buy-In
  41. Mockups on SteroidsMike Pantoliano | @MikeCP
  42. Tools of the TradeMike Pantoliano | @MikeCP
  43. Get Snippets Integrated Early!
  44. ―Best‖ Practices* *Ya Gotsta Test
  45. Certificate of Authenticity This shit is real. I swear to God. Signed by The President Of the WorldAuthenticity Rules
  46. "I highly recommend this. Surgery would have been awful. I thought that it would be time consuming, but it wasnt bad at all, especially considering how great I feel." Mary S., Tuscaloosa, ALMike Pantoliano | @MikeCP
  47. Awesome #2 Awesome #1Mike Pantoliano | @MikeCP
  48. Holy Cats!Headlines Are Important
  49. Holy Cats Dogs!Headlines Are Important
  50. Bullshit
  51. http://bit.ly/cFbO1VMike Pantoliano | @MikeCP
  52. Simplicity+++
  53. Mike Pantoliano | @MikeCP
  54. Mike Pantoliano | @MikeCP
  55. Emphasize ―You‖, Not ―We‖
  56. Mike Pantoliano | @MikeCP
  57. Mike Pantoliano | @MikeCP
  58. Optimizing for speed ISdoing CRO
  59. For every 1 second of load time, conversion drops 7%!http://slidesha.re/xzSZ11 & @jcolmanMike Pantoliano | @MikeCP
  60. Be (a) Human
  61. Stop It
  62. Just,Stop It
  63. The commonality across all of these examples (and thousands more in our other studies) is that users pay attention to information-carrying images that show content thats relevant to the task at hand. And users ignore purely decorative images that dont add real content to the page. So much fluff — of which theres too much already on the Web.http://www.useit.com/alertbox/photo-content.htmlMike Pantoliano | @MikeCP
  64. These folks seem legit
  65. Get InspirationDon’t Just Copy
  66. Users fixating on images Users ignoring the images themselves
  67. Sweat the Small StuffTest the big stuff
  68. Recap
  69. Who?Mike Pantoliano | @MikeCP
  70. ROI Career Level Up (not provided) Panda Traffic that Doesn’t ConvertWhy? Customer Behavior Intuition++ Responsibility Level UpMike Pantoliano | @MikeCP
  71. Strive for Validated Learning Be Authentic Simplicity ―You‖, Not ―We‖ Be (a) Human Be Inspired – Don’t Just Copy How? Sweat the small stuff – Test the big stuffMike Pantoliano | @MikeCP
  72. Thanks!More:101 Landing Page Optimization Tips (Unbounce)What Spending $252,000 On Conversion Rate OptimizationTaught Me (Quicksprout)616 (and counting) CRO Tips (Unbounce)MIKE PANTOLIANO

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