3. “A conversion is getting someone to take a
predetermined action that you want to track and
measure”.
Let’s Define Conversion
“You must understand the impact of that action in
your business”
4. More Than Just A Pretty Site
• Understanding what people are looking for
• What problems/solutions they seek
• Different points in their buying cycle
• Different levels of knowledge
• Understanding visitors behavior
• Creating and segmenting visitor
profiles
5. Just Some Facts
• 82% of all searched traffic will never end up on
your home page!
• Average time someone spends on a home page• Average time someone spends on a home page
- 20 Seconds or less
• Average time someone spends on a Landing
page – 13.2 Seconds or less
• 82% of all searches have local elements to them
• Average Conversion Rate online is 2%
7. Images & Colour
• Studies show that
people are first
drawn to imagesdrawn to images
on a page and then
Colour
• 83% of the
population react to
visual stimulation
first
15. Something To Think About
• If 2% is a normal online conversion
• Where did the other 98% go!• Where did the other 98% go!
• How can I get a higher percentage of that
traffic to take action on my site.
16. Reality Is
• 100% of your ad spend budget is getting
2% of your business2% of your business
17. What Effects Conversion
• The amount of activity on your site
• The source of that activity
• The nature of that activity
• The results of that activity
19. The Amount of Activity
• How much traffic are your getting to your
site
• Are you getting enough traffic to make the• Are you getting enough traffic to make the
internet a valuable business tool
20.
21.
22.
23. • One Web PagePage View
• A person or bot that comes to your site
• 30 min inactivity = new visitVisit
• Has this visitor visited the website prior to the
Unique Visitor • Has this visitor visited the website prior to the
active (selected) date range?Unique Visitor
• Only 1 page viewed / visitorBounce
• The page where the user left the siteExit
24. Page Views
Downloads
Per Visit
Orders Per
Visit
Time Spent
on Site/Page
Short Visits
<5 sec
Checkout
Started & Not
Completed
Checkout
Completed
Form
Completed<5 sec
Completed
Completed Completed
25. Conversion is Key
Hartwell
CombiCarrier II
HW-2200 P
$789.00
List Price: $1099.00
Your Price: $789.00
Hartwell CombiCarrier II HW-2200 P
BEFORE AFTER
$789.00 Your Price: $789.00
You Save: $310.00 (20%)
Customers Who Bought This Product
Also Bought
27. Conversion is Key
Apple 30GB iPod
touch
$350.00
List Price: $400.00
List Price: $350.00
Apple 30GB iPod touch
$350.00
Buy Now
List Price: $350.00
You Save: $50.00 (20%)
Customers Who Bought This Product Also Bought
28.
29.
30. What Are People Doing When
They Are On Your SiteThey Are On Your Site
31.
32. What If ?
• What If I Could See What They Looked At,
The Order They Looked At In And The
Action The Took Based On That Search
The Order They Looked At In And The
Action The Took Based On That Search
Term
• Would this allow you to make the
necessary adjustments to increase our
conversion!
33.
34.
35.
36. What Do You Want
The Visitor To Do?
• Sign up for your newsletter?
• Add a product to the shopping• Add a product to the shopping
cart?
• Watch a video?
• Print article or forward to a friend?
• Bookmark the site?
• Call directly?
• Fill out a form?
37. Landing Page Optimization
• Ensure landing pages matches ad campaign
(PPC, Social Media, Email Marketing)(PPC, Social Media, Email Marketing)
• The right images, colours, text, buttons,
icons, calls to actions are all part of an
effective landing page strategy
38.
39. HEADING
HEADING 1
HEADING 2
HEADING 3
Description
Call To Action
DESCRIPTION 1
DESCRIPTION 2
DESCRIPTION 3
CALL TO ACTION 1
CALL TO ACTION 2
CALL TO ACTION 3
40. WHICH factors delivers the best results
based on that search term
• Ad – Test multiple variations of PPC ads to track
the click through rate in your ad groups, this
helps to define your profile
Landing Page• Landing Page
– Headline
– Image (s)
– Action
– Offer
“make sure you have enough traffic to validate your
findings, the amount of test traffic can have a
significant impact on your long term results”
41.
42.
43. Results
• 3 Week ROI
• PPC CTR average over 6 weeks 14.1%
• 4.7% conversion• 4.7% conversion
• 800+ people to site per day
• 40% was referral traffic, using FaceBook &
Yahoo Answers
• Bundled & Split Tested PPC & SMO
strategies
44.
45. Results
• 7.3 Week ROI
• PPC CTR average 7.2%
• 439 people to the site
• 26% was referral traffic, using Facebook
• Bundled & Split Tested PPC & SMO strategies
and we are continuing!
• More of a branding exercise
46. Why
• Ask The Right Questions
• Measure The Right Items• Measure The Right Items
• Perform The Right Tests
• Analyze & Adjust Based on Results
59. Results
• 7 Week ROI
• PPC CTR average over 5 weeks 10.2%
• Went from 1.6% to 5.7% conversion
• Reduced PPC Ad Spend Budget $500 per
month
• Increased Sales by over 300%
• Bundled Landing Pages & Split Tested PPC
60. Why
• Ask The Right Questions
• Measure The Right Items• Measure The Right Items
• Perform The Right Tests
• Analyze & Adjust Based on Results
62. Avoid Distractions
• Do Not Distract your visitors
• Eliminate Navigation on all Landing Pages
• Remove any images or text that can divert• Remove any images or text that can divert
the user from the goal of the page, Set
Goals and Track Them
• Minimize links (especially external) that
can steer the user away from the page
• Keep things simple and clean!
71. – Use Existing Traffic
– Use Double Opt In
Building Quality Opt InBuilding Quality Opt InBuilding Quality Opt InBuilding Quality Opt In
– Use Incentive
– “We Value Your Privacy”
– Refer A Friend
78. Questions
Come Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The Conversation
