7 Tactics to Boost Your Digital Marketing Conversion Rates

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Increasing digital conversions rates is the top priority for any marketer this year, according to a recent ExactTarget survey. In this webinar we introduced 7 tactics you can use immediately to increase sales, leads, or the metric that you define as a conversion via your website or mobile apps.

This was the first time we introduced the concept of Growth Rate Optimization (GRO), a term I coined to describe a more holistic approach to optimization that is laser-focused on growing revenue by finding the perfect balance between user needs and business goals. Under this umbrella concept, we cover 7 tactics or concepts that help you optimize across various digital marketing channels from media buying to websites and mobile apps.
Hopefully you'll leave with some ideas on how to jumpstart or kick-start your optimization program. If not, email me!

Stay tuned for more webinars regarding Growth Rate Optimization.

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  • Welcome to our webinar. We’re all very busy and I’m honored you decided to dedicate 45 minutes to listen to me of all people. I promise to make it worth your while. At the least, I hope you leave with a little inspiration that helps makes your job a bit easier. I’ll try to use video although it’s pretty nerve-wracking but maybe my head in the corner will make you feel guilty about checking your email.

    So first I’ll tell you a bit about me and Multiplica, then a high-level overview of conversion optimization and then dive into the 7 tactics that will help you boost your conversion. So who am I? My bio is here. I especially like the 5 stars - it increases the stakes - now this webinar really has to be good. My designer put it in and we decided to leave it. i think it’s my ebay seller rating. Web and digital is my passion. I’ve been building websites for a long time - pretty much since i was 16 years old- I’ve been a designer, developer, product manager and currently I’m Partner & COO at Multiplica, a digital agency. Previously I was Director of Prod Marketing at Yahoo! I managed all the sites for Latin america and USH. And basically what I’m most passionate about, outside of my family, is what I’m going to present to you today - helping clients get the best results they can out of digital. Take notes and at the end I hope to get feedback from each and every one of you! These presentations are always being optimized! ;)
  • So, really quick.. I have to tell you what we do. First, we focus on optimizing user experiences to grow revenue from digital. We either optimize existing experiences or we build them from scratch on desktop, mobile, even TVs. Second, we optimize your media planning and buying. So, from getting new visitors / users to getting the ones you already have to convert. AND at the center of it all is our laser focus on generating results.
  • Here are just a few of our clients. For many we’ve generated double-digit or triple-digit improvements. And some tools vendors that we partner with.
  • Read above. It used to be, maybe 6 years ago, that you needed IT to develop a custom testing tool. The ROI simply wasn’t there. Then around 2008 A/B testing was used to help Obama win the presidency and the rest is history. The person in charge of that went on to found Optimizely, one of the most popular tools. And Monetate, another tool, influenced 1 in every 3 dollars spent during the Black Friday season last year. So, now you can start testing fairly economically - prices run the gamut. And you don’t need IT. If they can add a code snippet to your site you can test. Think about this for a second… you can change almost anything on your site without involved IT.
  • Ok, so we know what it is. Let’s say we start tomorrow. Then in a few months this is where our conversion rate will be!
  • Let’s think about this some more… Maybe you stopped SEM and the quality of your traffic went up but the quantity went down. Maybe you dropped your prices across the board and more people bought. Maybe you starting selling a very cheap product and everyone is buying it. You can play with the numbers and get the result you want. But at the end of the day did you make more money??
  • So, what we propose is to focus on GRO or Growth Rate Optimization not just CRO. To make a slam dunk like this you need talent and a great team.
  • So, let’s define it.
  • So, when was the last time you spoke to a customer or potential customer? Yes, it sounds basic but many of us are so busy we don’t make this a priority. We have gleaned so many insights and ideas for tests for our clients from sitting with salespeople in the call centers or in stores. We’ve gone to call centers, auto body shops, retail stores, universities, you name it, just to listen. My favorite example is the a/b test that translated into almost $2million plus in sales for a client, just by listening to a very good salesperson and translating that message to the site.
  • So, there’s this amazing tool called a telephone. No, they aren’t just for museums! They are to be used! and not just for text messages. Call some customers, call some non-customers, call some friends, just call. Stop people in the street, talk to your customer care folks, sit with your top sales reps. In the medium tech column you can do online surveys, read comments on Facebook/Twitter, comb through your analytics software (become BFFs with your analyst), click maps. And more expensive but very high quality you can do formal user testing or focus groups (we’ve done many for our clients), on-site surveys, or user session recording tools like ClickTale.
  • Everyone talks about CTAs but I don’t tire of harping on it. Tell your visitor what you want them to do. Here it’s clear: Color 3 birds. Although my favorite is that it says Directions: Follow the instructions. I’m not saying you should dumb everything down.. well actually I am saying that. Make it SUPER CLEAR.
  • So, why am I showing a picture of these two riding a bull. Well I’lll try to stick to the point. Last week I was at a conference for Monetate, one of the tools I’ve mentioned, and a speaker cited a very interesting stat - that you have ONLY 2.7 seconds to make an impression online. That’s it - 2.7 seconds. So basically the time it takes for this video to loop. BUT besides that.. why did I pick this video? Well there’s a great line in a popular Tim McGraw song.. he says that before he dies he wants to go “2.7 seconds on a bull named Fu Man Chu”. Great song btw. But the other point is. let’s face it, some times our jobs feel like this. but make your job easier - simplify - because you have very little time to make an impression.
  • I did a bit more research on this. And here are some other alarming stats. So please remember this.
  • On average by what we’ve seen probably 70% of you show the same content to everyone.
    only 16% do a/b testing.
  • Did you know that what you see on the home page of yahoo differs from what other people see? They have been using personalization for more than 4 years with pretty sophisticated algorithms. I know because I helped bring that feature to the Latin American home pages when I worked at Yahoo!
  • So, there’s this amazing tool called a telephone. No, they aren’t just for museums! They are to be used! and not just for text messages. Call some customers, call some non-customers, call some friends, just call. Stop people in the street, talk to your customer care folks, sit with your top sales reps. In the medium tech column you can do online surveys, read comments on Facebook/Twitter, comb through your analytics software (become BFFs with your analyst), click maps. And more expensive but very high quality you can do formal user testing or focus groups (we’ve done many for our clients), on-site surveys, or user session recording tools like ClickTale.
  • So, some of you might be ahead of the curve and thinking.. that’s fine - they converted - it doesn’t much matter if they regret it. Wrong! A happy customer will come back and back again.
  • So, again, which one is easier to pick from?
  • Now that IT will have all this free time, get them to work on this right away.
  • Look at this product page. You want to buy the shoe right? And a shoe is something you always want to try on. One of the trends we are seeing emerge across web design is excellent use of video and animation and not the type where you have to press play. It starts automatically, has no audio but just provides an immersive experience. So, show your product details, flaunt them!
  • Look at this product page. You want to buy the shoe right? And a shoe is something you always want to try on. One of the trends we are seeing emerge across web design is excellent use of video and animation and not the type where you have to press play. It starts automatically, has no audio but just provides an immersive experience. So, show your product details, flaunt them!
  • So that’s it. that’s 7. If you’d like more ideas go around this wheel. It is everything that factors into your visitor or user’s mind when making a decision. Find an area and start testing.
  • 7 Tactics to Boost Your Digital Marketing Conversion Rates

    1. 1. 7 Tactics to Boost Digital Conversions! Anne Marie Dono Chief Operating Officer aka Chief OPTIMIZATION Officer @ Multiplica USA Slides from our April 16, 2014 Webinar
    2. 2. Who am I? Twitter: " @annemarie9 Email:" annemarie@multiplica.com
    3. 3. What we do. Conversion & User Experience (UX) Optimization Media Planning & Buying Optimization Laser focus on results
    4. 4. Some of our clients:! Some of the tools we work with:!
    5. 5. Miami | Barcelona | Santiago de Chile | Madrid | Medellin | Buenos Aires | Mexico DF!
    6. 6. This webinar is for you if… •  You’re a marketer or you create digital experiences to sell products or services. •  You know how you define a “conversion”: sale via digital, a lead, etc. •  You have an interest in conversion optimization or basic knowledge. •  You’re in a transactional vertical such as e-commerce, retail or travel. •  or you just need a little inspiration…
    7. 7. What’s your top priority this year? According to ExactTarget, driving increased conversion rates is the top priority for marketers this year. ! Why? In part, because the cost of running a conversion optimization program has dropped significantly. Tools have made testing accessible to almost any budget. ! Tools:! Source: ExactTarget 2014 Marketing Priorities!
    8. 8. Conversion Rate Optimization (CRO)" is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers, " without spending money on attracting more visitors. Testing, including split, A/B and multivariate tests, is a central component of CRO. Adapted from http://en.wikipedia.org/wiki/Conversion_optimization !
    9. 9. A/B testing basics https://www.optimizely.com/ab-testing! Basics: https://qualaroo.com/beginners-guide-to-cro/what-is-conversion-rate-optimization/!
    10. 10. What happens when you start a CRO program? Conversionrate(Conversions/Sitevisits) 0.0%! 0.7%! 1.3%! 2.0%! 2.6%! 3.3%! April! May! June! July! July!
    11. 11. Awesome! " So, we’re done…
    12. 12. WRONG!!
    13. 13. You’re not done… what about Average Revenue per Order? $0! $35! $70! $105! $140! 0.0%! 0.7%! 1.3%! 2.0%! 2.6%! 3.3%! April! May! June! July! July! Conversion Rate! Avg. Revenue per Order! Conversion rate: ! ! # of conversions ! ———————! site visitors!
    14. 14. But, wait! There’s hope… !
    15. 15. CRO http://giphy.com/gifs/k6Yhdk6q4ZGQE! GRO
    16. 16. Growth Rate Optimization (GRO) " is the process of growing leads and revenue " via various digital marketing channels " through iterative, agile testing " based on customer insights. Measure your growth rate (revenue, whatever the end result is) week over week or month over month as your main metric. Be agile, test, iterate and test again, ask questions and look at the entire user experience from start to finish. Source: Multiplica, 2014!
    17. 17. So how do I start with GRO? 7 tactics to boost conversions 1.  Listen 2.  Simplify ruthlessly 3.  Personalize 4.  Reduce Choices 5.  Clear call to action 6.  Make sure your pages/app loads fast 7.  Create immersive experiences
    18. 18. 1 2 3 4 5 6 7
    19. 19. 1. Listen UXMu1-6TKm-8feVTh-4wstR3-9qMdGk-2UsLZA-hUXCU-3b5EBp-5uErfQ-fNTS3d-4rWyJN-7dPywp-d9bYtm-2irKq6-gpNW4f-9CwNrf-5U5aCc-3J64rc-6r2965-aSKGWZ-7KLRC7-6f3tbY-488DGJ-cZyHJC-7DrfeE-7Njc1L-uW4jY-Kbdn9-5rKuL9-6iFiVf-6peYH3-8zDAt1-boH29D-49J91-7CVcpn-o37Sg-6pzJhn-9rpLy When was the last time you talked to a client or prospect?
    20. 20. So, how do I listen? Low-tech, free: Phone calls Stopping people in the street Talking to your customer care team Sitting with your sales reps Not-so-free, but quite useful: User testing Focus groups Onsite surveys User session recording Med-tech: Online surveys Facebook/Twitter Analytics software Click maps user videos clickmaps
    21. 21. Listen - what do I ask? Via Rand Fishkin, Why Great Marketers Must Be Great Skeptics bit.ly/mozskeptics!
    22. 22. 1 2 3 4 5 6 7
    23. 23. 2. Use a clear, concise call to action (CTA) buttons Clearly tell your user/visitor what they should do.
    24. 24. 2. Use a clear, concise call to action (CTA) buttons •  Tell your user/viewer what you’d like them to do in grammatically correct language. •  Speak as if you were the person. i.e. “Start my trial” •  Use verbs - they incite action! •  Optimize CTAs across banner ads, SEM copy, emails, social network posts (end with verbs). And make them consistent. http://unbounce.com/a-b-testing/failed-ab-test-results/! “Try it free” generated about 15% more clicks than “Free Trial”.! LiveChat example: http://blog.optimizely.com/2012/07/31/action-words-on-homepage-boost-livechat-sign-ups-by-15/!
    25. 25. Clearly show them what you want them to do next. Generated +5% in clicks after we added a button at top for this Multiplica client! Both buttons say Go to payment page. !
    26. 26. 1 2 3 4 5 6 7
    27. 27. 3. Simplify ruthlessly http://gph.is/1dON6tf! Random note: So why a bull? The 2.7 seconds sat made me think of a grey line in a song: “I went rocky mountain climbing, I went two point seven seconds on a bull named Fu Man Chu. -“Live like you were dying”- Tim McGraw song!
    28. 28. Average attention span in 2000 Sources: http://www.statisticbrain.com/attention-span-statistics/, ExactTarget, http://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/ ! Average attention span in 2013 13 " seconds 8 " seconds Average time you have to make an impression online 3-5 " seconds Average attention span of a goldfish 9 " seconds
    29. 29. Simplify •  Take things away and test •  Mobile should be your top priority and simplicity works best for mobile! No excuses. http://signalvnoise.com/posts/2991-behind-the-scenes-ab-testing-part-3-final!
    30. 30. Some tools can help EyeQuant.com algorithmically determines what users focus on first when they see your page. Below is an example from Groupon. They increased signups by 52%. Source: EyeQuant case study PDF!
    31. 31. 1 2 3 4 5 6 7
    32. 32. 4. Personalize experiences Are you showing every visitor or user the same experience? " People want you to speak to their specific needs.
    33. 33. Personalization: Showing the most relevant content to " each person or group. AKA behavioral targeting, content targeting
    34. 34. Did you know your Yahoo! home page is different from everyone else’s? Male, 36 years old. Avid Y! user. Interests: Politics, Sports Female, 34 years old. Not frequent user. Interests: unknown.
    35. 35. Personalization On the Latin American/Caribbean Burger King sites, which Multiplica designed and currently maintain, we alternate home page content based on time of day. e.g. coffee for breakfast and a juicy Whopper during dinner, ice-cream in the afternoon.
    36. 36. Open-time email personalization Using Monetate’s Engage platform, True Religion was able to switch email recipients to the mobile version of their email at the moment they opened it. The mobile email had a 10% increase in CTR. They then tested the mobile version on desktop and saw the same results and just started ditched the desktop version - simplifying! http://resources.monetate.com/ios/images/profile/real_images/36708716icon36708716.pdf?mkt_tok=3RkMMJWWfF9wsRojuaTNZKXonjHpfsX57%2BsqX6G%2BlMI%2F0ER3fOvrPUfGjI4JRMJgI%2BSLDwEYGJlv6SgFSrnHMbRx1LgJWBU%3D!
    37. 37. Ideas for personalization Simple Time of day New vs. Returning User Demographic info they’ve told you Search terms they used in Google to arrive at your site. Higher complexity (3rd party data providers) Where they go outside your site What their interests are What they’re looking to purchase Demographics Medium complexity Products they visit on the site Geo-location Weather Past purchases Technographic info Filled out forms online Go to http://www.bluekai.com/registry/ to see all the information BlueKai has figured out for you based on your online behabori! Contact us at miami@multiplica.com for even more personalization ideas.!
    38. 38. 1 2 3 4 5 6 7
    39. 39. If asked to chose one chocolate, " which box do you prefer to pick from? 5. A! B!
    40. 40. 5. In a Columbia university study, participants who were given only six chocolates from which to choose one were happier with their selection than those who selected one chocolate out of 30 possibilities.! http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf via http://www.copyblogger.com/call-to-action-buttons/!
    41. 41. 5. Reduce choices Zara, a Multiplica client!
    42. 42. 1 2 3 4 5 6 7
    43. 43. 6. Make sure your pages load fast http://giphy.com/gifs/u5bbqJE63sBGM!
    44. 44. 6. Get IT working on this right away http://blog.kissmetrics.com/loading-time/?wide=1!
    45. 45. 1 2 3 4 5 6 7
    46. 46. 7. Provide immersive experiences Try to get as close as possible to the in-store, in-person experience. http://www.on-running.com!
    47. 47. 7. Provide immersive experiences Try to get as close as possible to the in-store, in-person experience. http://www.on-running.com!
    48. 48. 7. Personalized and immersive, in email Animated GIFs have re- emerged as a tool to give life to your products. Jack Spade Email campaign via https://litmus.com/blog/inspiration-jack-spades-animated-gif-grabs-readers-attention!
    49. 49. Need more ideas of what to optimize? Via Rand Fishkin, Why Great Marketers Must Be Great Skeptics bit.ly/mozskeptics! Contact us at miami@multiplica.com for even more optimization ideas… it’s what we do every day.!
    50. 50. One final note… •  You can’t test everything. There is a complex formula that tells you how long you need to run a test before you have statistically significant results. •  The tools have them baked in but you should run your own calculations upfront! •  Prioritization is key! •  If you have questions or need help just let us know! Adapted from Rand Fishkin's, Why Great Marketers Must Be Great Skeptics bit.ly/mozskeptics! Tests need to run a long time! Tests need to run a short time!
    51. 51. –Johnny Appleseed! “Type a quote here.”
    52. 52. Need to convince stakeholders? Read this… •  The A/B Test: Inside the Technology That’s Changing the Rules of Business, Wired Magazine, April 2012" http://www.wired.com/2012/04/ff_abtesting •  Contact us at miami@multiplica.com and we’ll send you more great articles to read. Photo: Wired magazine, Spencer Higgins; Illustration: Si Scott!
    53. 53. •  Don’t miss our upcoming webinars and white papers! •  Email us at miami@multiplica.com and we’ll add you to our mailing list!
    54. 54. Thank you from the Multiplica team! miami@multiplica.com twitter: @annemarie9 linkedin.com/in/annemarie9 www.multiplica.com

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