The human side ofconversion optimization       Ivan Imhoff         Director
Defining CRO     The value fulcrum                 Scripting and eye 1st   contact                   management
Traffic source        Control           Treatment   Control                      Variationconversion 1.5%           2.1% c...
Real world definitionWeb page ability to get visitorsto complete a specific action
Getting inside the page...            How do page elements?Support the user journey     Get in the way of the journey     ...
Technology   Your Brain
Defining CRO     The value fulcrum                 Scripting and eye 1st   contact                   management
Value fulcrumWhat’s in it for me?                         +      -   Perceived                           Perceived    Bene...
Defining CRO     The value fulcrum                 Scripting and eye 1st   contact                   management
The Ad        LP+Website+C/O          Conversion    AD          LP          SITE      FORM         $  90%                 ...
Arriving at your website visitors ask:  Where am I? What can I do?Why should I do it?
Where am I                                               5 seconds or bounce              What can I do here              ...
Avinash Kaushik        Go o g l e d i g i t a l   ma r         B e s t s e l l e r : We b A n         We b A n a l y t i c...
Avinash Kaushik on Bounce rate    “S e x i e s t          me t r i c e v e r ”                                       “B r ...
Defining CRO     The Value fulcrum                  Scripting and eye 1st   contact                 flow management
Every web page is a scriptThe start of the story: Primary goal  Heading and sub heading  Position the visitor: you are at ...
Controlling attention through the scriptProduct position statementHeading explanation and contextsubheading placed here   ...
Direction
Direction
Over 40% swing in conversion
Expected increase in  price searches:   25% to 40%
Defining CRO         The Value fulcrum            Communication               1 to 1                     Scripting and eye...
Expectation GapYour ad promise   Landing page pitch
Full traffic  SegmentMicro segment
SegmentationAll visits: 2.49 Average Page views   All visits: 2.49 Average Page views Organic US: 1.78                    ...
Mechanics of active page platform                                                 Tailor landing pages to each  Divide mar...
Search terms in the 1000s                  0% apr credit card            0% apr hotel credit card         0% apr student c...
56 different pages in a single landing          page experience
90% of content, design andtemplates are rules based or         dynamic.
Boosting your ROITo increase the performance of your media:You must increase the number of post click visitors that conver...
Thanks for putting up with me…
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
Affiliate Conversion Optimisation Strategies That Will Convert You
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Affiliate Conversion Optimisation Strategies That Will Convert You

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Presentation by Ivan Imhoff at House of Kaizen, which took place at Performance Marketing Insights New York, March 13 2013

Published in: Education

Affiliate Conversion Optimisation Strategies That Will Convert You

  1. 1. The human side ofconversion optimization Ivan Imhoff Director
  2. 2. Defining CRO The value fulcrum Scripting and eye 1st contact management
  3. 3. Traffic source Control Treatment Control Variationconversion 1.5% 2.1% conversion
  4. 4. Real world definitionWeb page ability to get visitorsto complete a specific action
  5. 5. Getting inside the page... How do page elements?Support the user journey Get in the way of the journey Stop the user journey
  6. 6. Technology Your Brain
  7. 7. Defining CRO The value fulcrum Scripting and eye 1st contact management
  8. 8. Value fulcrumWhat’s in it for me? + - Perceived Perceived Benefit Effort
  9. 9. Defining CRO The value fulcrum Scripting and eye 1st contact management
  10. 10. The Ad LP+Website+C/O Conversion AD LP SITE FORM $ 90% 10%PPC RevenueDisplay SalesAffiliate TransactionsEmailSEOSocial
  11. 11. Arriving at your website visitors ask: Where am I? What can I do?Why should I do it?
  12. 12. Where am I 5 seconds or bounce What can I do here Why should I do itOrientation Persuasion Conversion Gone in 5 seconds Consideration zone Load time - CTAs Layout - Copy
  13. 13. Avinash Kaushik Go o g l e d i g i t a l ma r B e s t s e l l e r : We b A n We b A n a l y t i c s : A n h T h e wo r l d b i g g e s t B
  14. 14. Avinash Kaushik on Bounce rate “S e x i e s t me t r i c e v e r ” “B r i l l i a n t l y“B o u n c e r a t e d e f i n e s t h e e x p e r i e I c a me I p u k e d I l e It’s a measure of Media wastage!http://www.youtube.com/user/houseofkaizen#p/c/A38FD7E9531D1826/10/ppgfjo6IIf4
  15. 15. Defining CRO The Value fulcrum Scripting and eye 1st contact flow management
  16. 16. Every web page is a scriptThe start of the story: Primary goal Heading and sub heading Position the visitor: you are at the right place Define the product: define product values & key benefits Define the action: What is expectedContent sequence is a dialogue with the visitor 1- Value proposition: quantifiable and tangible 2- Address the visitors anxieties: address fears and doubts... Every page is a story that has an order …
  17. 17. Controlling attention through the scriptProduct position statementHeading explanation and contextsubheading placed here Manage the eye flowDistinguishing features and unique productspecifications to frame the product featuresthat sets it apart- Factual point one here- Quantifiable point two here- Benefit goes hereBenchmark to generic products is established inthis section as tertiary component Getting your story- Benchmark report- Industry standards read in the right order- Customer reviews
  18. 18. Direction
  19. 19. Direction
  20. 20. Over 40% swing in conversion
  21. 21. Expected increase in price searches: 25% to 40%
  22. 22. Defining CRO The Value fulcrum Communication 1 to 1 Scripting and eye 1st contact management
  23. 23. Expectation GapYour ad promise Landing page pitch
  24. 24. Full traffic SegmentMicro segment
  25. 25. SegmentationAll visits: 2.49 Average Page views All visits: 2.49 Average Page views Organic US: 1.78 PPC US: 3.04 Organic France: 3.26 PPC France: 1.41All visits: 63.87% Bounce rate All visits: 63.87% Bounce rate Organic US: 74.97% PPC US: .54.95% Organic France: 44.28% PPC France: 78.82%
  26. 26. Mechanics of active page platform Tailor landing pages to each Divide marketing channels micro traffic source. Test and into micro traffic sources optimize pages Landing Landing pages PPC Landing pages Landing pages Landing pages Your website pages Landing Landing pagesDisplay Landing pages Landing pages Landing pages pages Landing Landing pages LandingAffiliates pages Landing pages Landing pages pages Landing Deep link into website for Landing pages maximum conversion Email Landing pages Landing pages Landing pages pages
  27. 27. Search terms in the 1000s 0% apr credit card 0% apr hotel credit card 0% apr student credit card 0% apr business credit card 0% apr platinum credit card0% apr balance transfer credit card
  28. 28. 56 different pages in a single landing page experience
  29. 29. 90% of content, design andtemplates are rules based or dynamic.
  30. 30. Boosting your ROITo increase the performance of your media:You must increase the number of post click visitors that convertby improving the effectiveness of your first point of contact. Media LP Bounce rate Conversion rate Deposits50,000 80% 1% 100 Media LP Bounce rate Conversion rate Deposits50,000 60% 1% 200 Media LP Bounce rate Conversion rate Deposits100,000 80% 1% 200
  31. 31. Thanks for putting up with me…

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