3 ways to leverage audience insights to improve your landing page
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3 ways to leverage audience insights to improve your landing page
- 1. 3 Ways To Leverage Audience Insights to Improve Your Landing Page
- 2. Hello!Adam Lundquist CEO of Nerds Do It Better | Founder Majux Paid Search @adamlundquist #7 YouTube Must See Sports Video According to SI Featured in:
- 3. The Presentation A. Problems With Not Using Audience Insights to Improve Your Landing Page B. 3 Ways to Leverage Audience Insights to Improve Your Landing Page C. Conclusion/Standing Ovation
- 4. A. Your LPO Problems You Got 99 LPO Problems, But We Only Have Time For 3
- 5. 1/3. Problem | Best Practices Not Always Best for Your Audience Trust Symbol Decreased Conversions by 1.6%!
- 6. 2/3. Problem | You Are Not Your Audience ▣ Demographics/Psychographics ▣ History/Viewpoints ▣ Language
- 7. 3/3. Problem | Blind Optimization ● #BIM ● (Bad Idea Machine)
- 8. Conclusion | Your Audience Knows What They Want - Find Out and Give it to Them
- 9. B. 3 Ways To Leverage Audience Insights to Improve Your Landing Page
- 10. 1. Listen InTo Learn How Your Audience Speaks
- 11. Why | Listen In ▣ Take what they say and say it back to them in their own words ▣ You don’t speak like your audience ▣ You haven’t been through what your audience has been through ▣ They will tell you how they want to be marketed to
- 12. How | Listen In I. Amazon Review Mining II.Twitter III.Going to events/Meetups IV.Professional feedback (ex. AVVO) V.Keywords VI.Quora
- 13. Case Study | Listen In (copyhackers)
- 14. Case Study | Listen In - 400% more clicks - 20% more form submissions
- 15. 1. Listen InTo learn how your audience speaks 2. Watch ThemTo See How They Interact
- 16. Why | Watch Them ▣ Quantitative data ▣ See how users actually interact with your landing page ▣ See where there are obstacles to conversion ▣ What users are drawn to ▣ What you haven’t noticed
- 17. How | Watch Them I. Eye tracking II.Heat mapping/Click tracking III.Hide behind a fence and watch them
- 18. Case Study | Watch Them (convert.com)
- 19. Case Study | Watch Them - 122% Conversion Rate Increase
- 20. 1. Listen InTo Learn How Your Audience Speaks 3. Ask ThemTo Understand What They Want 2. Watch ThemTo See How They Interact
- 21. Why | Ask Them ▣ Qualitative rather than quantitative feedback ▣ Allows you to get inside your audience's heads ▣ Discover problems you didn’t know existed ▣ Instead of just data you get the “why” behind the user actions on the landing page
- 22. How | Ask Them I. Chat boxes (also good for conversions) II.Surveys III.Exit popups IV.User testing and reviews
- 23. Case Study | Ask Them (Optimizely) ▣ Qualitative on-page surveys with Qualaroo ▣ User surveys with SurveyMonkey
- 24. Case Study | Ask Them
- 25. Case Study | Ask Them - 12.7% Conversion Rate Increase
- 27. Your Audience Knows What They Want - Find Out and Give it to Them
- 28. 1. Listen InTo Learn How Your Audience Speaks 3. Ask Them To Understand What They Want 2. Watch ThemTo See How They Interact
- 29. Thanks! Now for Audrey You can find me at @adamlundquist adam@nerdsdoitbetter.com www.nerdsdoitbetter.com (484) 469 - 7736
- 30. Citations ▣ Who wants to be a millionare | http://professorlayton22.deviantart.com/art/ SHE-HAD-TO-ASK-THE-AUDIENCE-48278048 ▣ Harry Potter | http://img.memecdn.com/99- problems_o_571979.jpg ▣ Best Practice Case Study | http://conversionxl.com/conversion- optimization-best-practices-fail/ ▣ Nickelback | http://unspokenpictures.com/funny- nickelback-concert-dolls-audience/
- 31. Citations ▣ Jargon | http://usabilityhour.com/wp- content/uploads/2014/09/Jargon.png ▣ Sampson | http://usabilityhour.com/wp- content/uploads/2014/09/Jargon.png ▣ The Office | http://www.theofficeisms.com/2013/02/me me-isms.html ▣ Data Mining | https://copyhackers.com/2014/10/amazon- review-mining
- 32. Citations ▣ Watching Energy Company | http://blog.convert.com/use-click-tracking- heatmaps-to-improve-conversion-rates.html ▣ Tee Spring Case Study | https://blog.optimizely.com/2015/10/07/onli ne-surveys/ ▣ Porky Pig | http://www.theregister.co.uk/2015/12/04/if _it_still_works_in_six_months_time_count _yourself_lucky/ ▣ Youtube Video
Editor's Notes
- Let’s take a look at http://professorlayton22.deviantart.com/art/SHE-HAD-TO-ASK-THE-AUDIENCE-482780485
- My name is Adam Lundquist Can reach me at the very creatively named twitter handle I am the CEO of Nerds Do It Better as well as Majux paid search I know we are supposed to do an interesting fact and mine is Here are some of the places I have been featured - I tell you this so you know I may actually know what I am talking about
- This presentation is divided into three parts Problems with not using your audience insights to improve your landing page The three ways to leverage audience insights to improve your landing page Each has 3 sections of why, how and a case study so you can get examples and actionable data. I want you to be able to act upon this. Readily applicable The conclusion - concludes the presentation All case studies and citations are available at the end of the presentation so you can further review if you like
- http://img.memecdn.com/99-problems_o_571979.jpg
- DIfferent audiences respond to different marketing tactics and best practice is not always best for your audience Here is a case study comes from the great blog conversionXL which looks the common practice of including trust symbols by the point of conversion which you can see with McAfee Typically trust symbols make users feel safer while shopping Users don’t always understand trust seals Only effective when lack of credibility is what is holding down the conversions Can introduce anxiety This is an example of where including a trust symbol, which is commonly held as best practice decreased conversions by 1.6 percent http://conversionxl.com/conversion-optimization-best-practices-fail/
- Demographics is quantitative data like you live in Philadelphia and psychographics are kind of self descriptors like you are a fan of the Red Sox You are not your prospect so you do not know what they want to hear or how they want to hear it http://unspokenpictures.com/funny-nickelback-concert-dolls-audience/
- You are too close to the product, you may not know what your audience actually needs to hear to get your conversions Don’t know the actual points of friction and the obstacles Proximity blindness - you are too close to the experience http://usabilityhour.com/wp-content/uploads/2014/09/Jargon.png
- Sir Smokes Alot You want to use the user feedback to help formulate your hypothesis. Testing without a hypothesis is not very helpful http://usabilityhour.com/wp-content/uploads/2014/09/Jargon.png
- http://www.theofficeisms.com/2013/02/meme-isms.html
- You use Jargon - they may call your product something else They have a different background and may understand words differently than you They will tell you what is really important to them The things you need to say and the order you need to say it
- Here are some places to listen in Amazon review mining Go to Amazon and go to the book section, look at reviews and see the words and phrases users discuss about your subject See how they speak on twitter Look at your SQR reports and see the keywords they are using Especially if you are using broad match or broad match modifier Check out how they phrase questions and the answers that they respond to on Quora The question and answer site on the Internet
- This comes from Joanne Weibe (Jo Anna Weib) and the place I found it was Copyhackers She listened in by doing amazon review mining She was working with a rehab center called beachway Went to amazon and looked up books about rehab Read for 3-4 hours and looked not at the books themselves but at the reviews Looked specifically at how users were talking about rehab One comment in the reviews stood out more than others so she listened in to how her users were speaking and said it back to them in their exact same language https://copyhackers.com/2014/10/amazon-review-mining/ - for the story
- The headline on the homepage impacted sign ups on the next page That is the power of listening in
- Determine what areas are the most interesting What people are looking to find There is no Hawthorne effect Change their behavior when they know they are being watched
- Eye Tracking - Where a tool measures where the user is looking Heat mapping - Looks at where the user clicks - this is a great way to see what users think are clickable elements that may not be - as you will see in your case study (that is called foreshadowing) Can see the density of clicks in a given area The device can make the difference as to how they navigate your landing page as well as their intent
- Convert.com Optimal Energy is a price comparison energy company in Poland Had bad conversion rates and wanted to understand why customers were not converting Used a click tracking heat map Found that there were images that looked clickable, but were not. An insight that would need to come from watching a user 24% of clicks were on these unusable buttons Changed the unclickable elements to clickable elements http://blog.convert.com/use-click-tracking-heatmaps-to-improve-conversion-rates.html
- Helps color in the full picture of the user's understanding Will help you actually learn about your users.
- Chat box companies like qualaroo, survey monkey
- This case study comes from the blog of optimzely TeeSpring is a tshirt design business with the unconventional model that allows for users to create and purchase tshirts for various causes and campaigns Customers either create a t-shirt design and set up an order, or join an existing order. There is an order goal, which determines the cost of each individual t-shirt. If the order minimum isn’t reached, the shirts are never printed and customers are never charged. TeeSpring went about collecting user feedback to inform their testing roadmap using surveys from Qualaroo and SurveyMonkey Ad hoc when it is required https://blog.optimizely.com/2015/10/07/online-surveys/
- When TeeSpring asked they found that users were confused about if they would actually get their shirts or if they would be charged Ran a test this is the original - the variant was designed to assure the user that they would not be charged unless the order went through https://blog.optimizely.com/2015/10/07/online-surveys/
- 12.7 conversion rate increase from asking their users https://blog.optimizely.com/2015/10/07/online-surveys/
- http://www.theregister.co.uk/2015/12/04/if_it_still_works_in_six_months_time_count_yourself_lucky/
- https://memegenerator.net/instance2/5318445