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SES New York 2011: Conversion Tool Box - By Bryan Eisenberg

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The Toolbox for Continuous Marketing Optimization <ul><li>Bryan Eisenberg </li></ul><ul><li>http://www.bryaneisenberg.com ...

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© 1998 - 2011 BryanEisenberg.com http://www.bryaneisenberg.com

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© 1998 - 2011 BryanEisenberg.com

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SES New York 2011: Conversion Tool Box - By Bryan Eisenberg

  1. 1. The Toolbox for Continuous Marketing Optimization <ul><li>Bryan Eisenberg </li></ul><ul><li>http://www.bryaneisenberg.com </li></ul><ul><li>@TheGrok </li></ul>© 1998 - 2011 BryanEisenberg.com Before: Un-Optimized Version
  2. 2. © 1998 - 2011 BryanEisenberg.com http://www.bryaneisenberg.com
  3. 3. © 1998 - 2011 BryanEisenberg.com
  4. 4. CRO Models <ul><li>Tools - Insights, Creating Pages, Testing, Personalization, Campaign & Automation </li></ul><ul><li>People - Insight, Management, Creative Execution, Test Setup, Implementation, Outsource </li></ul><ul><li>Process - Planning and Creating New Ads & Content, Optimizing Old Ads & Content </li></ul>© 1998 - 2011 BryanEisenberg.com
  5. 5. <ul><li>$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. </li></ul><ul><li>Source: 2010 ZenithOptimedia </li></ul>© 1998 - 2011 BryanEisenberg.com
  6. 6. © 1998 - 2011 BryanEisenberg.com 6 92:1 Companies typically spend $92 to bring customers to their site. But only $1 to convert them.
  7. 7. Don’t do Slice & Dice Optimization © 1998 - 2011 BryanEisenberg.com
  8. 8. Can You Spot The Differences? © 1998 - 2011 BryanEisenberg.com
  9. 9. <ul><li>“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein </li></ul>Optimize All You Want © 1998 - 2011 BryanEisenberg.com It’s Not About What but Why!
  10. 10. Testing, It’s All About Motivations & Influencing People © 1998 - 2011 BryanEisenberg.com
  11. 11. © 1998 - 2011 BryanEisenberg.com Do you have a structured approach to improving conversion rates? Response 2010: 283 Response 2009: 270 Source: 2010 Conversion Report from eConsultancy
  12. 12. © 1998 - 2011 BryanEisenberg.com 48% No control over conversion Limited time and resources are the major barrier to improving conversion Source: 2010 Conversion Report from eConsultancy
  13. 13. © 1998 - 2011 BryanEisenberg.com On average, how many tests do you carry out each month on your website? Response 2010: 222 Response 2009: 271 Source: 2010 Conversion Report from eConsultancy 61% do less than 5 tests per month
  14. 14. Omniture & Google Analytics © 1998 - 2011 BryanEisenberg.com
  15. 15. Form Analytics © 1998 - 2011 BryanEisenberg.com
  16. 16. Voice of Customer © 1998 - 2011 BryanEisenberg.com
  17. 17. Call Tracking © 1998 - 2011 BryanEisenberg.com
  18. 18. Speed Check © 1998 - 2011 BryanEisenberg.com http://www.websiteoptimization.com/services/analyze/
  19. 19. © 1998 - 2011 BryanEisenberg.com
  20. 20. Smush Those Graphics © 1998 - 2011 BryanEisenberg.com
  21. 21. © 1998 - 2011 BryanEisenberg.com
  22. 22. Using Video For Products <ul><li>Video boost conversion rates by an average of 9%. (Internet Retailer, October 2010) </li></ul><ul><li>Products that have videos are 95% more likely to be bought. (Internet Retailer, April 2010) </li></ul><ul><li>Video adds two minutes to visitors' stays on retail sites. (Comscore, August 2010) </li></ul><ul><li>Video increases the likelihood of a front-page Google search result by 96% with proper page optimization. (Forrester, January 2010) </li></ul><ul><li>Source: http://onlinevideograder.com/grader/ </li></ul>© 1998 - 2011 BryanEisenberg.com
  23. 23. TreePodia © 1998 - 2011 BryanEisenberg.com
  24. 24. © 1998 - 2011 BryanEisenberg.com
  25. 25. © 1998 - 2011 BryanEisenberg.com
  26. 26. © 1998 - 2011 BryanEisenberg.com Variation A Variation B Variation C In the background Treepodia’s Smart Video Platform generates a few versions of each video, analyzes CVR performance, & directs traffic flow to the best performing variation, automatically 100 Views 3 Orders 100 Views 1 Order 100 Views 6 Orders
  27. 27. Dynamic Video Sitemap © 1998 - 2011 BryanEisenberg.com Traffic
  28. 28. UserTesting.com/ppctest © 1998 - 2011 BryanEisenberg.com SES2011
  29. 29. Mockflow © 1998 - 2011 BryanEisenberg.com
  30. 30. Get Premise © 1998 - 2011 BryanEisenberg.com
  31. 31. 5 Second Test © 1998 - 2011 BryanEisenberg.com
  32. 32. Free Behavioral Targeting © 1998 - 2011 BryanEisenberg.com
  33. 33. Testing With Google Website Optimizer © 1998 - 2011 BryanEisenberg.com
  34. 34. Testing for Low Traffic Websites © 1998 - 2011 BryanEisenberg.com
  35. 35. Optimizely © 1998 - 2011 BryanEisenberg.com
  36. 36. Monetate © 1998 - 2011 BryanEisenberg.com
  37. 37. BEST OF 2010
  38. 38. <ul><li>Conversion impact as high as 55% </li></ul>Badging
  39. 39. <ul><li>Average conversion improvement range 5%-20% ( As high as 100% ) </li></ul>MESSAGE CONSISTENCY
  40. 40. <ul><li>Conversion improvement as high as 12% </li></ul>Tax Free
  41. 41. <ul><li>Conversion improvement as high as 100% </li></ul>international
  42. 42. <ul><li>Acquisition improvement as high as 1000% </li></ul>email acquisition
  43. 43. BoostCTR.com © 1998 - 2011 BryanEisenberg.com 2
  44. 44. Contests Are Crowd Sourced to Their Network © 1998 - 2011 BryanEisenberg.com 3 Boosters scan for contests to enter
  45. 45. You Approve the Ads to Test © 1998 - 2011 BryanEisenberg.com 6 Advertiser approves the ad
  46. 46. BOOSTCTR TRACKS THE CONTESTS AND REPORTS ON RESULTS © 1998 - 2011 BryanEisenberg.com 7 Advertisers track the progress of their contests
  47. 47. Run The Boosted Ads and Pause Others © 1998 - 2011 BryanEisenberg.com 8
  48. 48. Get Speeding! © 1998 - 2011 BryanEisenberg.com
  49. 49. It’s Not the Tool, It’s How You Use It http://mo.am/21secrets     © 1998 - 2011 BryanEisenberg.com
  50. 50. <ul><li>Thank you for listening! </li></ul><ul><li>Bryan Eisenberg </li></ul><ul><li>[email_address] </li></ul><ul><li>Read our blog: www.BryanEisenberg.com </li></ul><ul><li>Call us at (347) 470-GROK (4765) </li></ul><ul><li>Follow me on Twitter Please: </li></ul><ul><li>@TheGrok </li></ul>© 1998 - 2011 BryanEisenberg.com

Editor's Notes

  • Compared to last year, a slightly higher proportion of company respondents (24% compared to 23% in 2009) feel that their organisations have a structured approach to improving conversion rates. However, this percentage is still very low. 89% of survey respondents who had a structured approach to improving conversion have seen improved conversion rates in the last 12 months.
  • &amp;quot;Nearly half of company respondents (48%) felt that they had very little or no control over conversion and this has got worse since last year.&amp;quot; &amp;quot;Respondents frequently cited limited time and resources as major barriers to improving conversion rates.&amp;quot;
  • Of those who carry out website testing, the majority (61%) say they do five tests or fewer each month. The proportion of organizations that undertake regular testing is still low.
  • Translates to over 4 million of the 13 million email subscribers we ended up with
  • They pick ad group they want us to improve (or we can look at account and recommend them) Whole Account = Discounted price
  • They pick ad group they want us to improve (or we can look at account and recommend them) Whole Account = Discounted price
  • Boost software tracks the ‘contest’ and reports on results.

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