Search Enginge Strategies - NY - Converting Visitors Session

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Search Enginge Strategies - NY - Converting Visitors Session

  1. 1. Search Engine Strategies: Converting Visitors Into Buyers Howard Kaplan Chief Operating Officer FutureNow
  2. 2. Secret to Conversion
  3. 3. Clicks Are People! For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and what is relevant to them.
  4. 4. People are different... but modelable
  5. 5. How We Buy Pace: Competitive Spontaneous Quick vs. Methodical Humanistic Deliberate Bias: Logical vs. Emotional
  6. 6. Eyetracking 4 Perspectives: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking- heatmaps-gaze-plots-oh-my/
  7. 7. Roadmap For Testing Step 1 - Define the conversion goals $$ •What Action? •What page? •What does success look like?
  8. 8. Roadmap For Testing Step 2 – Define Your Profiles •How many profiles? •What types? •Where in the buying cycle?
  9. 9. Roadmap For Testing Step 3 – Do the Creative •Create the Driving Point (PPC, email, etc.) •Does the message match the motivation, type and buying process
  10. 10. Where to Test First... • Your Top 5 High Bounce Rate Pages • Your Top 5 High Exit Rate Pages • Your Top 5 Lowest Time Spent Pages • Your Top 5 key pages (checkout, cart, registration, top product)
  11. 11. 5 Testing Tips for Online Success 1. Product Images Tell A Story 2. Test Your Headlines & Copy 3. Forms & Point of Action Assurances 4. Calls to Action - Get Them to Click 5. Don’t Make Them Wait
  12. 12. Tip 1: Product Images Are Most Persuasive
  13. 13. This Matters in Lead Generation Too
  14. 14. Variables That Matter Include... Product Quality Highlighting Benefits Video With or Instead of Pictures
  15. 15. What Does It Cost to Flash Your Visitors? Homepage Abandonment Decreased by 28.57%
  16. 16. Tip 2: Test Those Headlines 1. fractions or percentages to prove your claim • Four out of five dentists recommend vs. 80% of dentists recommend 2. ask questions in the headline (make sure you directly answer the question after the headline) • Make a difference in the life of a child vs. Will you make a difference in the life of a child? 3. self-focused (we/I) versus customer-focused copy (you) • We help make a difference in the life of a child vs. You can help make a difference in the life of a child
  17. 17. Conversion Rate Rose From 10.3% to 19.6%
  18. 18. Tip 3: Optimizing Forms With P.O.A.
  19. 19. Ready to Buy - Confidence Building Reviews In Stock/ Shipping info More detailed review Free/Flat Rate Shipping
  20. 20. Tip 4: Add to Cart Buttons & More Variables include: Wording Shape Size Style Icon Color Legibility Location
  21. 21. Logical Bias vs Emotional Approach
  22. 22. Tip 5: Don’t Make Them Wait Before After 55.3kb 6.6kb 58.4kb 7.0kb
  23. 23. 5 Testing Tips for Online Success 1. Product Images Tell A Story 2. Test Your Headlines & Copy 3. Forms & Point of Action Assurances 4. Calls to Action - Get Them to Click 5. Don’t Make Them Wait
  24. 24. Would You Like a Roadmap for Testing? OR
  25. 25. Howard Kaplan FutureNow, Inc. (FUTR.OB) 1-877-643-7244 howardk@futurenowinc.com Website: www.FutureNowInc.com Blog: www.GrokDotCom.com

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