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Holy Grail of On-Page Content Conversion Optimization

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You found a page that needs optimizing… now what? Don't proceed blindly. Leverage these 4 key metrics for strategic, data-driven content marketing.

VIDEO: http://j.mp/1Jn1EWH

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Holy Grail of On-Page Content Conversion Optimization

  1. 1. HOLY GRAIL OF ON-PAGE OPTIMIZATION Imagesource:imagesci.com 4 DATA-DRIVEN SECRETS TO BOOSTING UX & CONVERSION
  2. 2. :: Angie Schottmuller @aschottmuller HOW’D YOU OPTIMIZE THIS PAGE? Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education FULL PAGE:
  3. 3. CAUTION… :: Angie Schottmuller @aschottmullerImage source: geek.com
  4. 4. :: Angie Schottmuller @aschottmuller YOU CAN’T OPTIMIZE WHAT YOU DON’T MEASURE.
  5. 5. :: Angie Schottmuller @aschottmullerImage source: geek.com
  6. 6. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller
  7. 7. When you assume, you make an… __________________________ :: Angie Schottmuller @aschottmuller
  8. 8. “LANGUAGE!” :: Angie Schottmuller @aschottmuller
  9. 9. 4 CRITICAL ON-PAGE METRICS a.k.a.“The Holy Grail” :: Angie Schottmuller @aschottmuller
  10. 10. :: Angie Schottmuller @aschottmuller NON-BOUNCE 5+ SECONDS “STICK” 15+ SECONDS ENGAGE JUMP, PLAY, CALL SCROLL BELOW FOLD / PAGE BOTTOM CLICK / CONVERT BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]   [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit GET YOUR FREE CHECKLIST EMAIL: HeadlineTo Hook Attention & Match Ad
  11. 11. :: Angie Schottmuller @aschottmullerImage source: bucketreviews.com
  12. 12. KEY METRIC #1 :: Angie Schottmuller @aschottmuller 5-SECOND VIEW
  13. 13. :: Angie Schottmuller @aschottmullerImage source: indianajones.wikia.com MEASURE BOUNCE CORRECTLY
  14. 14. BOUNCE RATE: User enters and exits the same page WITH NO INTERACTION. :: Angie Schottmuller @aschottmullerReference: http://bit.ly/gabouncerate JULY 2012
  15. 15. A LOGGED EVENT =“INTERACTION” i.e. Logging an event at a 5-second view time (or whatever "first impression" time makes sense for your audience) results in Google Analytics NOT counting the visit as a bounce. :: Angie Schottmuller @aschottmullerReference: http://bit.ly/gabouncerate
  16. 16. // 5-Second View Tracking (Adjusted Bounce Rate) setTimeout("ga( 'send', 'event', 'Reading', 'Viewed 5 Seconds+', 'Page: '+ location.pathname.toLowerCase() )", 5000 ); :: Angie Schottmuller @aschottmuller Non-Bounce Interaction CODE
  17. 17. 3% - 20% :: Angie Schottmuller @aschottmuller “ADJUSTED”BOUNCE RATE (ABR)
  18. 18. of first-time visitors will NEVER RETURN to your site. :: Angie Schottmuller @aschottmuller - HubSpot 2014,How to Decrease Your Bounce Rate
  19. 19. :: Angie Schottmuller @aschottmuller “ WEB BOUNCE = THEY CAME. THEY PUKED. THEY LEFT.” - @Avinash Kaushik, Analytics Expert
  20. 20. :: Angie Schottmuller @aschottmuller
  21. 21. :: Angie Schottmuller @aschottmuller
  22. 22. (NOBODY SHOWS UP TO PUKE.) :: Angie Schottmuller @aschottmuller
  23. 23. ACCIDENTAL CLICK :: Angie Schottmuller @aschottmuller BOUNCE TRIGGERS LOADTIME FAILED EXPECTATION MATCH
  24. 24. :: Angie Schottmuller @aschottmuller Find Your BOUNCE Weakness…
  25. 25. 5-SECOND CONTENT OBJECTIVE: Match Attention Hook :: Angie Schottmuller @aschottmuller
  26. 26. :: Angie Schottmuller @aschottmullerSTORY: California's "Got Milk?" 2006 campaign with cookie-scented strips at bus shelters. Source: SF Chronicle. Photographer: Katy Raddatz Mmmmm.... I smell cookies!
  27. 27. :: Angie Schottmuller @aschottmuller SCENT TRAIL PROGRESSION FOLLOW CONFIRM ACT [FOOD EDITION]
  28. 28.   Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit CTA FULL NAME: EMAIL:   Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit CTA FULL NAME: EMAIL: :: Angie Schottmuller @aschottmuller SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE [MARKETING EDITION] KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE KEYWORD
  29. 29. 5-SECOND VIEW (NON-BOUNCE) :: Angie Schottmuller @aschottmuller
  30. 30. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller How compelling are your meta descriptions? wound care education Wound Care Education www.uwec.edu/Woundstock 7 cutting-edge foot/wound care courses over 5 days in Eau Claire, WI Earn CEUs for RNs, LPNs, PTs · Affordable, HANDS-ON training ORGANICPAID Foot and Wound Care Education and Training - Wound... www.uwec.edu/.../programs/wound… University of Wisconsin–Eau Claire Woundstock – A New Dimension in Foot and Wound Care. Come and see this year's presenters. (715) 836-3636.
  31. 31. OPTIMIZE ORGANIC SEARCH SNIPPETS LIKE YOU WOULD A PAID AD. :: Angie Schottmuller @aschottmullerImagecredit: luxtica.com
  32. 32. Foot and Wound Care Education and Training - Wound… www.uwec.edu/.../programs/wound… University of Wisconsin–Eau Claire Woundstock – A New Dimension in Foot and Wound Care. Come and see this year's presenters. (715) 836-3636. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller TITLE TAG PAGE HEADING (H1)
  33. 33. :: Angie Schottmuller @aschottmuller AUDIT & FIX NON-MATCHES Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool Crawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited-use license $99/yr.
  34. 34. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller WOUND CARE EDUCATION wound care education
  35. 35. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller WOUND CARE TRAINING wound care training
  36. 36. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller WOUND CARE COURSES wound care courses
  37. 37. 5-SECOND VIEW (NON-BOUNCE) :: Angie Schottmuller @aschottmuller
  38. 38. :: Angie Schottmuller @aschottmuller FIRST IMPRESSION EDITION
  39. 39. :: Angie Schottmuller @aschottmuller
  40. 40. Who is the company? What are they offering? Do they appear credible? (-1, 0, +1) What's the call to action? :: Angie Schottmuller @aschottmuller
  41. 41. IDENTITY OFFER CREDIBILITY (-1, 0, +1) CALL TO ACTION :: Angie Schottmuller @aschottmuller FIRST IMPRESSION EDITION
  42. 42. :: Angie Schottmuller @aschottmuller BYERS’LEAFGUARD LANDING PAGE Client example: Byer’s LeafGuard Gutter System – Fall 2014 Get a LeafGuard Estimate & 20% Install Savings
  43. 43. IDENTITY OFFER CREDIBILITY (-1, 0, +1) CALL TO ACTION :: Angie Schottmuller @aschottmuller FIRST IMPRESSION EDITION
  44. 44. :: Angie Schottmuller @aschottmuller 5-SECOND TEST AUDIT Client example: Byer’s LeafGuard Gutter System – Fall 2014 FACTOR DESIRED ACTUAL IDENTITY Byers’ LeafGuard OFFER LeafGuard Gutters CREDIBILITY +1 CTA Get a LeafGuard Estimate & 20% Install Savings FIRST IMPRESSION EDITION
  45. 45. :: Angie Schottmuller @aschottmuller
  46. 46. :: Angie Schottmuller @aschottmuller NON-BOUNCE 5+ SECONDS “STICK” 15+ SECONDS BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]   [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit GET YOUR FREE CHECKLIST EMAIL: HeadlineTo Hook Attention & Match Ad CLICK
  47. 47. KEY METRIC #2 :: Angie Schottmuller @aschottmuller 15-SECOND VIEW
  48. 48. :: Angie Schottmuller @aschottmuller
  49. 49. // 15-Second View Tracking setTimeout("ga( 'send', 'event', 'Reading', 'Viewed 15 Seconds+', 'Page: '+ location.pathname.toLowerCase() )", 15000 ); :: Angie Schottmuller @aschottmuller “Stick”Interaction CODE
  50. 50. 15-SECOND CONTENT OBJECTIVE: Deliver on Promise :: Angie Schottmuller @aschottmullerImage source: indianajones.wikia.com
  51. 51. 15-SECOND VIEW (“STICK”) FACTOR: :: Angie Schottmuller @aschottmuller
  52. 52. :: Angie Schottmuller @aschottmuller “USER IS DRUNK”TEST Video: “Cocktails & Customization”Vans WebsiteDrunk UsabilityTestby Three Sheets WATCH VIDEO: http://j.mp/userisdrunktestvans
  53. 53. ATTENTION RATIO: 44:1 Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller
  54. 54. ATTENTION RATIO: 1:1 Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller
  55. 55. AS ATTENTION RATIO GOES DOWN STICK & CONVERSION RATES GO UP Slide source: Unbounce / Oli Gardner :: Angie Schottmuller @aschottmuller
  56. 56. :: Angie Schottmuller @aschottmullerImage source: indianajones.wikia.com
  57. 57. Image source: enterrasolutions.com :: Angie Schottmuller @aschottmuller MARKETERS DEVELOPERS Home Page Conversion Goal = SEGMENTATION
  58. 58. Directional Cues = Path Clarity :: Angie Schottmuller @aschottmullerWebsite example: MarketingProfs
  59. 59. Directional Cues = Path Clarity :: Angie Schottmuller @aschottmullerWebsite example: MarketingProfs
  60. 60. Directional Cues = Path Clarity :: Angie Schottmuller @aschottmullerWebsite example: MarketingProfs
  61. 61. :: Angie Schottmuller @aschottmuller ATTENTION HEATMAPS
  62. 62. :: Angie Schottmuller @aschottmuller BYERS’LEAFGUARD LANDING PAGE Client example: Byer’s LeafGuard Gutter System – Fall 2014
  63. 63. :: Angie Schottmuller @aschottmuller Byers’LeafGuard Landing Page Client example: Byer’s LeafGuard Gutter System – Fall 2014
  64. 64. 15-SECOND VIEW (“STICK”) FACTOR: :: Angie Schottmuller @aschottmuller
  65. 65. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller WOUND CARE EDUCATION 1 3 2 INITIATE MAINTAIN ENHANCE KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
  66. 66. :: Angie Schottmuller @aschottmuller FEATURED IMAGE STAND-OFF Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education HERO SHOTDESIGN IMAGE Woundstock - Wound Care Education Conference
  67. 67. 1. Keyword Relevance 2. Purpose Clarity 3. Design Support 4. Authenticity 5. Added Value 6. Desired Emotion 7. Customer "Hero" HERO SHOT SCORECARD BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]   [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit GET YOUR FREE CHECKLIST FULL NAME: EMAIL: HeadlineThat Hooks Attention & Matches Ad http://bit.ly/heroshotscorecard
  68. 68. PHOTO FACTOR SCORING: -1 = Negative Potential 0 = Not Quite 1 = Somewhat 2 = Great +1 = Directional Cue :: Angie Schottmuller @aschottmullerClient example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education HERO SHOT SCORECARD EXAMPLE KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2 PURPOSE CLARITY. Help identify the page the page purpose/offer. 2 DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1 AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1 ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2 DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1 CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2 = 11 SUBJECT: Hands-on Wound Care Education
  69. 69. :: Angie Schottmuller @aschottmuller SUBJECT: Hands-on Wound Care Education Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education KEYWORD RELEVANCE 0 PURPOSE CLARITY 0 DESIGN SUPPORT -1 AUTHENTICITY 0 ADDED VALUE 0 DESIRED EMOTION 1 CUSTOMER "HERO” 0 = 0 2 KEYWORD RELEVANCE 2 PURPOSE CLARITY 1 DESIGN SUPPORT 1 AUTHENTICITY 2 ADDED VALUE 1 DESIRED EMOTION 2 CUSTOMER "HERO” 11 =
  70. 70. HERO SHOT SCORECARD GRADING :: Angie Schottmuller @aschottmuller 13-15 LEGEND Whoa. Epic visual. Stories will be told about you for marketing eternity. Where do I sign up?! 10-12 HERO Exceptional. You humbly add value and meaning that grips emotion while making it look sooooo easy. Fans and advocates are sure to follow! 7-9 SIDEKICK Nice work. Clearly, you're getting the hang of this! Are you satisfied with mediocre, though? You're capable of so much more. Step up your game and fulfill your true ROI potential. 4-6 VIGILANTE Good attempt to help out, but you're lacking in power and authority. Drop the costume, focus on relevant value, and tap the 7 persuasive factors to help make a meaningful impact. 0-3 CIVILIAN Weak and forgettable. You either fear or doubt your powers. Be brave. Start with a story that connects with your customer's dilemma and context, then "save" (fix, improve, delight) the day! < 0 VILLAIN Ouch. Your powers are working against you. Don't deny the goodness your customer loves. Seek help before it leads to your own demise.
  71. 71. http://bit.ly/heroshotscorecard PROSPECT CLIENT PROFESSOR JONES YOUR PRODUCT HAT & WHIP AMAZING HERO INDIANA + = :: Angie Schottmuller @aschottmuller
  72. 72. :: Angie Schottmuller @aschottmullerImage source: indianajones.wikia.com Companies with 30+ landing pages OFFERING CONTENT generate 7X MORE LEADS. - HubSpot Research Study
  73. 73. 15-SECOND VIEW (“STICK”) FACTOR: :: Angie Schottmuller @aschottmuller
  74. 74. :: Angie Schottmuller @aschottmuller ...only works well as a CTA if you provide dominatrix services. - Michael Aggaard @ContentVerve, Conversion Optimization Expert SUBMIT
  75. 75. :: Angie Schottmuller @aschottmuller CALL TO ACTION FORMULA: I’D LIKE TO WHAT (action) BECAUSE I WANT WHY (benefit) Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Today Save 20% OFF install, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF
  76. 76. CALL TO ACTION FORMULA: :: Angie Schottmuller @aschottmuller Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Save 20% OFF today, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF I’d like to WHAT (action) because I want WHY (benefit). <WHAT“Action”> & <WHY Value/Benefit> <WHAT“Action”> <WHY Value/Benefit> <WHAT“Action”> <WHY Value/Benefit>
  77. 77. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller I need WHAT (search query) because I want WHY (benefit). WOUND CARE EDUCATION
  78. 78. :: Angie Schottmuller @aschottmuller
  79. 79. :: Angie Schottmuller @aschottmuller Find YOUR Conversion Impact for“NO Stick”…
  80. 80. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller FULL PAGE: BEFORE
  81. 81. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller AFTER FULL PAGE 97% NON-BOUNCE 93% STICK
  82. 82. 97% NON-BOUNCE 93% STICK Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller FULL PAGE AFTER
  83. 83. :: Angie Schottmuller @aschottmullerImage source: whysoblu.com
  84. 84. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller FOLD
  85. 85. Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller FOLD
  86. 86. :: Angie Schottmuller @aschottmuller NON-BOUNCE 5+ SECONDS “STICK” 15+ SECONDS BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]   [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit GET YOUR FREE CHECKLIST EMAIL: HeadlineTo Hook Attention & Match Ad SCROLL BELOW FOLD / PAGE BOTTOM CLICK
  87. 87. KEY METRIC #3 Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller BELOW THE FOLD & PAGE BOTTOM
  88. 88. SCROLL OBJECTIVE: Expose More Value :: Angie Schottmuller @aschottmuller
  89. 89. Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller MOBILE: CASE STUDY
  90. 90. DESKTOP: TABLET: MOBILE: :: Angie Schottmuller @aschottmuller DEVICE CONTEXT & SCROLLING Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training. Reference: HotJar scroll heatmaps
  91. 91. :: Angie Schottmuller @aschottmuller
  92. 92. :: Angie Schottmuller @aschottmuller Find Conversion Impact for“NO SCROLL”…
  93. 93. SCROLL BELOW FOLD TRICKS: :: Angie Schottmuller @aschottmuller
  94. 94. Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller A B
  95. 95. Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller A B
  96. 96. Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller 77%SCROLL LIFT A B
  97. 97. Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller 29%CONVERSION LIFT A B
  98. 98. SCROLL BELOW FOLD TRICKS: :: Angie Schottmuller @aschottmuller
  99. 99. Client example: Byer’s LeafGuard Gutter System – Fall 2014 :: Angie Schottmuller @aschottmuller Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate & 20% Install Savings
  100. 100. BE MINDFUL OF THUMB REACH Image reference: forbes.com :: Angie Schottmuller @aschottmuller iPhone 5 iPhone 6
  101. 101. :: Angie Schottmuller @aschottmuller Client example: Red Wing Shoes - Spring Sale 2015 iPhone 5 iPhone 6 iPhone 5 iPhone 6
  102. 102. :: Angie Schottmuller @aschottmuller NON-BOUNCE 5+ SECONDS “STICK” 15+ SECONDS BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]   [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit GET YOUR FREE CHECKLIST EMAIL: HeadlineTo Hook Attention & Match Ad ENGAGE JUMP, PLAY, CALL SCROLL BELOW FOLD / PAGE BOTTOM CLICK
  103. 103. KEY METRIC #4 Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller
  104. 104. What SPECIFIC DATA do web visitors need to make a good decision? How can I make consumption of that data into a MEASURABLE ACTION? :: Angie Schottmuller @aschottmuller ASSESSMENT: 1 2
  105. 105. What SPECIFIC DATA do web visitors need to make a good decision? How can I make consumption of that data into a MEASURABLE ACTION? :: Angie Schottmuller @aschottmuller ASSESSMENT: 1 2 Seriously. This is huge. WRITE IT DOWN.
  106. 106. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller
  107. 107. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller
  108. 108. Website example: cars.com :: Angie Schottmuller @aschottmuller TABS !?!
  109. 109. ARE THE ARMPIT OF WEB CONTENT. THEY’RE NOT ATTRACTIVE AND NOBODY WANTS TO GO THERE. DON’T HIDE CONTENT. USE JUMP LINKS INSTEAD. :: Angie Schottmuller @aschottmuller
  110. 110. CLICK-TRACKING OPTIMIZATION “NON-CLICKABLE” :: Angie Schottmuller @aschottmuller
  111. 111. Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller MOBILE: CASE STUDY
  112. 112. DESKTOP: TABLET: MOBILE: HEATMAP“NON-CLICKABLE”AUDIT Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training. HotJar heatmap analytics :: Angie Schottmuller @aschottmuller
  113. 113. DEVICE CONTEXT… DIFFERENT INTERESTS?? Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training. HotJar heatmap analytics DESKTOP: TABLET: MOBILE: :: Angie Schottmuller @aschottmuller
  114. 114. :: Angie Schottmuller @aschottmullerImage source: slashfilm.com
  115. 115. 4 CRITICAL UX METRICS RECAP a.k.a.“The Holy Grail” :: Angie Schottmuller @aschottmuller
  116. 116. :: Angie Schottmuller @aschottmuller NON-BOUNCE 5+ SECONDS “STICK” 15+ SECONDS BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ]   [ Hero Shot Featured Image ] Web Form Heading  Resource benefit one  Another cool benefit  Memorable benefit GET YOUR FREE CHECKLIST EMAIL: HeadlineTo Hook Attention & Match Ad ENGAGE JUMP, PLAY, CALL SCROLL BELOW FOLD / PAGE BOTTOM CLICK / CONVERT
  117. 117. :: Angie Schottmuller @aschottmuller YOU CAN’T OPTIMIZE WHAT YOU DON’T MEASURE.
  118. 118. :: Angie Schottmuller @aschottmuller “ADJUSTED”BOUNCE RATE (ABR)
  119. 119. :: Angie Schottmuller @aschottmuller
  120. 120. ATTENTION RATIO: CAN DO : SHOULD DO Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller
  121. 121. http://bit.ly/heroshotscorecard PROSPECT CLIENT PROFESSOR JONES YOUR PRODUCT HAT & WHIP AMAZING HERO INDIANA + = :: Angie Schottmuller @aschottmuller
  122. 122. Client example: Byer’s LeafGuard Gutter System – Fall 2014 :: Angie Schottmuller @aschottmuller Get a LeafGuard Estimate & 20% Install Savings
  123. 123. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller
  124. 124.  BOUNCE rate is a critical UX KPI  Use“what + why”to lure STICK  “The FOLD”is very real  Track decision-making data as clickable actions :: Angie Schottmuller @aschottmuller KEY TAKEAWAYS
  125. 125. :: Angie Schottmuller @aschottmuller
  126. 126. :: Angie Schottmuller @aschottmuller
  127. 127. If you must ASSUME, for the sake of U and ME, at least make it productive… :: Angie Schottmuller @aschottmuller
  128. 128. :: Angie Schottmuller @aschottmuller “TEAM IS DRUNK”TEST COMING SOON
  129. 129. :: Angie Schottmuller @aschottmuller Are YOU Winning with Data? ANGIE SCHOTTMULLER Growth Marketing Advisor angie@interactiveartisan.com  @aschottmuller Ask about interactive training workshops and quick-win consultations. GET AN OPTIMIZATION CONSULT and start kicking ROI butt with smart data!
  130. 130. APPENDIX (FREE GOODIES) Action Plan, Tracking Code, GA Custom Report Templates :: Angie Schottmuller @aschottmuller
  131. 131. :: Angie Schottmuller @aschottmuller GA EVENT TRACKING FOR CRO http://bit.ly/gaeventtrackingforcro INCLUDES:  ADJUSTED BOUNCE RATE &“STICK” Viewed 3, 5, and 15 seconds+  SCROLLING beyond fold (relative to device), page bottom  DYNAMIC CLICK TRACKING tabs, jump-tobuttons/links, file downloads, click-to-call ph# [tel:], email [mailto:], and external domain links
  132. 132.  Implement the code: http://bit.ly/gaeventtrackingforcro  Create duplicate GA view:“<VIEW> w/ UX Goals”  Configure Goal Set 2 goals for each Event Action (Viewed 5 Seconds+, Viewed 15 Seconds+, Scroll Below Fold, Scroll to Page Bottom)  Import GA custom report: http://bit.ly/gareportpageuxflow  Create segments for goals to analyze content “HOLY GRAIL”TRACKING ACTION PLAN 1 3 2 4 5
  133. 133. :: Angie Schottmuller @aschottmuller UX EVENT TRACKING SNAPSHOT EVENT CATEGORY Reading Reading Reading Reading Interaction EVENT ACTION Viewed 5 Seconds+ Viewed 15 Seconds+ Scroll Below Fold Scroll to Bottom Jump to <hash ID> from #<source ID> EVENT LABEL Page: <__> Page: <__> Page: <__>; Fold Height: <__>px; Scroll Started: <__>s Page: <__>; Top-to-Bottom: <__>s; Fold-to-Bottom: <__>s Page: <__> EVENT VALUE (#) <Browser Screen (Fold) Height> <TotalTime> NON INTER- ACTION 1 1
  134. 134. Landing Page UX Conversion Flow: Non-Bounce  Stick 15s  Scroll Below Fold  Scroll to Bottom CUSTOM REPORT: http://bit.ly/gareportpageuxflow Note: Goal flow is NOT sequential.. **Configure goals for respective event actions using Goal Set 2 (Goals # 6-9) to align with this report. :: Angie Schottmuller @aschottmuller
  135. 135. :: Angie Schottmuller @aschottmuller DASHBOARD: http://bit.ly/conversionsgadashboard
  136. 136. :: Angie Schottmuller @aschottmuller EVENT TRACKING“HOLY GRAIL” THE CODE: http://bit.ly/gaeventtrackingforcro
  137. 137. :: Angie Schottmuller @aschottmuller Are YOU Winning with Data? ANGIE SCHOTTMULLER Growth Marketing Advisor angie@interactiveartisan.com  @aschottmuller Ask about interactive training workshops and quick-win consultations. GET AN OPTIMIZATION CONSULT and start kicking ROI butt with smart data!
  138. 138. ANGIE SCHOTTMULLER Growth Marketing Advisor @aschottmuller linkedin.com/in/angieschottmuller angie@interactiveartisan.com Top 10 of 2015 ONLINE MARKETINGEXPERTS

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