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Optimizing Your Web Traffic: Turning Data and Insight into Actionable Marketing Results

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Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas

Published in: Marketing
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Optimizing Your Web Traffic: Turning Data and Insight into Actionable Marketing Results

  1. 1. Optimizing Your Web Traffic: Turning Data and Insight into Actionable Marketing Results Alex Harris @alexdesigns Conversion Optimization, Director alex@alexdesigns.com
  2. 2. Over 2,500+ consultants $500MM in annual revenue Agency focused on results 5,000+ tests completed Took $50MM company public 10+ Years of experience Strategy, Design & Testing Since 2000 2000 - 2011 2011 - 2015 2016 - alexdesigns.com Free Assessment: alex@alexdesigns.com
  3. 3. 5 Examples + 1 Case Study
  4. 4. QualitativeQuantitative Collect Data & Insight
  5. 5. Data
  6. 6. Now What?
  7. 7. Analytics & Testing Software Establish specific KPIs to meet business goals.
  8. 8. Data Analysis Use data to validate your hypothesis through A/B testing.
  9. 9. INSIGHT
  10. 10. flickr.com/photos/thebrightonsalon/ Learn Your Ideal Customer
  11. 11. 2016 UserTesting.com Survey Have A Research Team? Most companies don’t have the resources to gather feedback.
  12. 12. Research & Feedback Collect qualitative insight and learn from customer feedback.
  13. 13. Create Your Hypothesis Estimate the strategy for improvement.
  14. 14. Iterative Experiments Don’t Guess, Test!
  15. 15. Examples Reengineer top advertisers to increase lead generation.
  16. 16. Loans 1
  17. 17. Example: Homepage used as landing page
  18. 18. Example: Homepage Content
  19. 19. Example: Footer
  20. 20. Example: Mobile Homepage
  21. 21. Marketing Software Current Tools for Ondeck.com
  22. 22. Cohort analysis across referral traffic. Data Determines Who Converts
  23. 23. Funnel Tracking Funnel tracking to decrease abandonment.
  24. 24. Example: Funnel
  25. 25. Discover FAQs & voice of the customer from your visitors. Live Chat
  26. 26. Improve email opt-ins on visitors that are leaving your website. Exit Modal Box
  27. 27. RetargetingAds Follow-on ads to visitors that leave your website.
  28. 28. Education 2
  29. 29. Example: Landing Page
  30. 30. Example: Another Landing Page Variation
  31. 31. Example Funnel
  32. 32. Example Funnel
  33. 33. Marketing Software
  34. 34. Segmentation By Device Prioritize the devices to improve.
  35. 35. Increase ROAS Manage ads, analytics and optimization of paid media.
  36. 36. Phone Tracking Attribution of calls to channel & ads
  37. 37. Competitive PPC Analysis See your competitors ads and test their ideas.
  38. 38. Competitor Landing Pages See your competitors landing pages. Then test their ideas.
  39. 39. Service 3
  40. 40. Example: Landing Page
  41. 41. Example: Landing Page
  42. 42. Example: Mobile Landing Page
  43. 43. Example: Funnel
  44. 44. Example: Survey
  45. 45. Example: Local Landing Pages
  46. 46. Example: Feedback Survey
  47. 47. Example: Affiliate Landing Pages
  48. 48. Marketing Software Current Tools for TruGreen
  49. 49. Recordings & Funnels Find out why users are leaving your funnel.
  50. 50. Usability Testing Ask your ideal customers questions about your website.
  51. 51. Attorney 4
  52. 52. Example: Funnel
  53. 53. Recordings & Funnels Find out why users are leaving your funnel.
  54. 54. Example: Mobile
  55. 55. Example: Mobile
  56. 56. Example: Homepage
  57. 57. /landing-page.html /blog-post.html /about-us.html Top Landing Pages Prioritize where to start testing.
  58. 58. Banking 5
  59. 59. Example Funnel
  60. 60. Example Funnel
  61. 61. Example Funnel
  62. 62. Example Funnel
  63. 63. Example Funnel
  64. 64. Segmentation Target specific groups of traffic to personalize experience.
  65. 65. http://www.nickycakes.com/whatrunswhere-busting-open-new-markets/ Track Competitors Creative Review your competitions online ads.
  66. 66. Case Study
  67. 67. Mortgage
  68. 68. Mortgage “I was having trouble with conversion rates on the landing pages for my online marketing campaign…. I could get traffic there, but visitors were not converting.” Jared Martin, Chief Executive Officer Keystone Funding
  69. 69. Marketing Software Current Tools for Keystone Funding
  70. 70. Case Study: Original Homepage
  71. 71. Marketing Software Recommended Tools for Keystone Funding
  72. 72. Videos Landing Pages Funnel Reporting Polls
  73. 73. Define Problem: - Where: Google Analytics - Why: User Testing - What: Heatmaps and Recordings Solution: - Create a funnel - Interactive UX - Compare rates - Headline match ad Goals: - Increase online leads - Educate visitors - Improve quality of leads - Influence more phone calls - Double Conversion Rate Hypothesis
  74. 74. Wireframes 1 & 2 - Compare Rates 3- Lead Form 4 - Thank You
  75. 75. Ideal Landing Page Report
  76. 76. Mortgage - Results “After 3 months the conversion rate on my landing page increased by 5x!!” Jared Martin, Chief Executive Officer Keystone Funding
  77. 77. WINNER!
  78. 78. Summary
  79. 79. Rapid Iterative Testing
  80. 80. Small Business Big Money Online Written by Alex Harris Foreword by Bryan Eisenberg AlexDesigns.com/book Free Assessment: alex@alexdesigns.com

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