Landing Page Optimization: What Your Web Analytics Don't Tell You - Jamie Smith

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Landing Page Optimization: What Your Web Analytics Don't Tell You

Call Analytics and Conversion Attribution or Assist keywords can be the difference between keeping a keyword or deleting it. While these keywords may not convert to an online sale they play a role in driving action. This session will help you make sure you're not throwing profit down the drain by removing keywords that drive calls or assist in a sale.

* Jamie Smith, CEO, Engine Ready

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  • How much training is required?How much time does it take to navigate to the key reports?Can you setup dashboards that will show on 1 screen all of your KPIs and important trends?Can you have reports of KPIs automatically emailed to stakeholders?
  • Secret Strategy #1
  • Landing Page Optimization: What Your Web Analytics Don't Tell You - Jamie Smith

    1. 1. Landing Page Optimization<br />“What your web analytics don’t tell you!”<br />Jamie Smith<br />CEO<br />Engine Ready, Inc <br />Jamie@EngineReady.com<br />http://blog.engineready.com<br />Twitter: EngineReadyCEO<br />
    2. 2. Why are you here?<br />Understand Conversion Attribution?<br />Learn How to Measure Assist Keywords and Calls? <br />Understand the “Best Practices” for tracking calls?<br />My Boss Sent me and I can’t wait to leave????<br />
    3. 3. Who is Jamie Smith?<br />Father of 2 <br />Born Colchester, VT <br />Summer Martha’s Vineyard, MA (GO BOSTON!)<br />UVM & Keene State College Education<br />Southern California over 10 years<br />Frequently Speaks @ Industry Conferences, NYC, Chicago, Seattle, Portland, SF, LA & Denver <br />Engine Ready CEO<br />
    4. 4. Who is Engine Ready?<br />
    5. 5. Who is Engine Ready Software?<br />Web Analytics – ConversionAnalyst.com (YWA)<br />Call Tracking – CallAnalytics.com<br />Landing Page Analysis & Monitor – ConversionCritic.com<br />Competitive Intelligence- KeywordMonitor.com<br />Technology Powers Industry Studies- EngineReady.com<br />…And Coming July 1st Strategy Analyzer…<br />
    6. 6. Clients we have worked with<br />
    7. 7. Agenda<br /><ul><li> Agency? In-house Marketer? Biz Owner? Lead Gen?
    8. 8. Website vs. Landing Page… Definition & Strategy
    9. 9. How To Use Visitor Behavior for Conversion Inspiration
    10. 10. How to Generate M.O.R.E Conversions (case studies)
    11. 11. The X-Factor - What Your Web Analytics DO NOT Tell You!
    12. 12. Secret Tips & LIVE Landing Page Analysis Clinic</li></ul>WHERE DO YOUR EYES GO ON THIS SLIDE?<br />
    13. 13. 1898 Eliot Lewis AIDA Sales Funnel<br />112 Years Later, Same Principles apply except online everything can be measured<br />* http://www.provenmodels.com/547/aida-sales-funnel/elias-st.-elmo-lewis<br />
    14. 14. Tactical Planning & Execution<br />
    15. 15. We Spend Lots of $$$ and Time toGet Visitors to our Site<br />Results = CPA, ROAS, Profit = Conversion Rate<br />
    16. 16. Analytics Campaign Summary<br />
    17. 17.
    18. 18. Website vs. Landing Page <br /><ul><li> What is your website CR? All traffic & visitors?
    19. 19. What is the best converting page on your web site?
    20. 20. Create baseline to compare CR with pages & campaigns?
    21. 21. START TESTING… Home Page vs Internal page vs. LP A/B landing page optimization</li></ul>EX: Home Page, Category Page, Product Description<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25. Anxiety vs. Trust Only 1 First Impression<br />Marketing effectiveness with TRUST<br /><ul><li>Offer clarity telling them exactly why, what…
    26. 26. Readability of copy
    27. 27. Engagement of your landing pages</li></ul>How Do Visitors FEEL?<br />Confusion or Clarity <br />
    28. 28.
    29. 29.
    30. 30. Don’t just TEST.<br />Have a plan and strategy.<br />
    31. 31. Need Ideas for Testing?<br />WATCH YOUR VISITORS<br />ASK YOUR FRIENDS<br />ASK YOUR CUSTOMERS<br />GET INTO YOUR ANALYTICS<br />
    32. 32. What to TEST?<br /><ul><li>Text/Copy- Font, Color, Size
    33. 33. Images, Buttons (type & location)
    34. 34. Navigation
    35. 35. Layout & Functionality</li></ul>A. Button, Links, Location, Size<br />B. Attention Focus vs. Distraction<br />C. Required Fields, Video, Checkout<br />FREE Landing Page Analysis ConversionCritic.com<br />
    36. 36. Lead Generation SECRET<br />
    37. 37. M.O.R.E Conversions<br />
    38. 38. Engage Visitors = Big Profit<br />
    39. 39. Over 123% CR & 300% Profit lift <br />
    40. 40. Advanced Multi-Variant Testing<br />Agree what to test<br />Create 1-3 Alternatives<br />Use Website Optimizer or 3rd Party tracking <br />Leads? Calls? Sales? Measure PROFIT.<br />
    41. 41.
    42. 42.
    43. 43.
    44. 44. 9 Recipes (8 versus control)<br />
    45. 45. Path Analysis = Conversion Inspiration<br />
    46. 46. Planning & Strategy Organization<br />So Much Work to Deliver a Qualified Visitor to Site<br />
    47. 47. VISIBILITY<br />Use Impressions to Measure<br /><ul><li>“How do you keep unqualified in-laws from visiting?”
    48. 48. Evolution of Match Type (Exact vs. Negative KW’s)
    49. 49. Geo-Targeting & Day Parting</li></li></ul><li>
    50. 50.
    51. 51. CREATIVE<br />The Art of Writing Compelling Ads<br />
    52. 52. CONTINUITY & CONVERSION<br />Keyword / Ad / Landing page<br />wine racks<br />Searchers<br />
    53. 53. Analytics Campaign Summary<br />
    54. 54. The X-FactorAssists & Call Tracking?What Your Web Analytics Won’t Tell You!<br />Web Site Conversion Rate vs. Call in CR<br /><ul><li> Which Ad Group/KW are making my phone ring?
    55. 55. Which Keywords are driving Assists but not Sales?
    56. 56. Strategy - test poor performing keywords first!</li></li></ul><li>Assists Keyword Study<br />Recent Study based on 16,500 sale transaction<br /><ul><li>18% of all sales were conducted on the 5th+ visit
    57. 57. 70% of the assist sales used 2 keyword searches
    58. 58. 13% of the assist sales used 4+ keyword searches
    59. 59. Over 10% of the sales had an assist KW (6%-18%)</li></ul>Copyright EngineReady.com 2010 <br />
    60. 60. Assist Campaign & Keyword Tracking<br />
    61. 61. How Call Analytics Works<br />
    62. 62.
    63. 63. Call Log Details<br />
    64. 64. Conclusion<br />Use PPC to identify most profitable keywords<br /><ul><li>Use Call Analytics & Web Analytics to identify Keywords that drive Calls & Assist in Sales
    65. 65. Have specific goals and measurement
    66. 66. Be Tactical with your Landing Page Testing</li></li></ul><li>Be Aware of Direct Competitors!<br />How do you win the battle?<br />
    67. 67. Operation Camouflage<br />
    68. 68. Operation Camouflage Concept<br /><ul><li>Hide from competition & keep best performing ads private
    69. 69. Find the location of your top 3-5 competitors
    70. 70. Set up geo-targeted campaign for competitor’s location
    71. 71. Lower bids or show non-performing ads</li></li></ul><li>Operation Camouflage V.1<br />Problems? Using Agency, Competitor in major city, or You’re a Local Business.<br />
    72. 72. Operation Camouflage V.2<br />
    73. 73. The END<br />
    74. 74. Questions?<br />Jamie Smith<br />CEO<br />Jamie@engineready.com<br />619-398-2680<br />Twitter: enginereadyCEO<br />

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