Conversion Architecture: Key Steps to Converting Traffic to Business

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Conversion Architecture: Key Steps to Converting Traffic to Business

  1. 1. The Key Steps ToThe Key Steps To Converting Online Traffic Into Business By Baltej Gill
  2. 2. Web SEO EmailPPC Web Analytics Social Media Mobile Marketing Offline
  3. 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. 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. 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%
  6. 6. How Information Is Read Online Visual Site Path
  7. 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
  8. 8. The Way We Interact Today is changing
  9. 9. The New Marketing Funnel!
  10. 10. How Are People Spending Their Time Online
  11. 11. How Do You Target Your Potential Clients
  12. 12. Combine Your Strategies for ROI
  13. 13. Search, Surf & Social
  14. 14. 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.
  15. 15. Reality Is • 100% of your ad spend budget is getting 2% of your business2% of your business
  16. 16. 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
  17. 17. Relevance & Influence Drive Your Marketing Channels
  18. 18. 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
  19. 19. • 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
  20. 20. 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
  21. 21. 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
  22. 22. Conversion Link Is Below The Fold
  23. 23. 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
  24. 24. What Are People Doing When They Are On Your SiteThey Are On Your Site
  25. 25. 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!
  26. 26. 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?
  27. 27. 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
  28. 28. 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
  29. 29. 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”
  30. 30. 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
  31. 31. 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
  32. 32. Why • Ask The Right Questions • Measure The Right Items• Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
  33. 33. Even With Social Media
  34. 34. Why • Ask The Right Questions • Measure The Right Items• Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
  35. 35. Pianobench.com
  36. 36. Piano Bench Sample
  37. 37. 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
  38. 38. Why • Ask The Right Questions • Measure The Right Items• Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
  39. 39. Call To Action / Contact Forms
  40. 40. 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!
  41. 41. 1111stststst Sentence ofSentence ofSentence ofSentence of Web CopyWeb CopyWeb CopyWeb Copy
  42. 42. – 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
  43. 43. What’s New To Think About! Mobile Marketing!
  44. 44. 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

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