SMX West Actionable Insights & Conversion Tactics for SEMs (#smx #22C) When you're running an advertising campaign, knowing what you're doing from start to finish is essential. Do you have the right messaging, ad formats, and offers in your ads? Are you reaching the right audience at the right time, maximizing exposure? Have you built high quality landing pages to convert visitors into leads? Finally, are you properly attributing and making informed decisions on the leads you generate? This session focuses on all of the necessary moving parts to ensure your ad campaigns are peak performers.

1. March 4, 2015
Actionable
Conversion
Strategies
for SEMs Tim Ash
CEO – SiteTuners
Chair – Conversion Conference
@tim_ash

2. searchmarketingexpo.com
@tim_ash
#SMX #22C
San Diego based conversion rate optimization agency
Large and small company clients worldwide
Serving B2C, B2B, and e-Commerce in all industries
Practice areas:
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy development
• Conversion management, internal team mentoring & training
About SiteTuners

3. searchmarketingexpo.com
@tim_ash
#SMX #22C
M O R E T H A N
s i n c e 2 0 0 2
1200CLIENTS

4. 1
Create a Small Number
of Clear Choices

5. searchmarketingexpo.com
@tim_ash
#SMX #22C

6. searchmarketingexpo.com
@tim_ash
#SMX #22C

7. searchmarketingexpo.com
@tim_ash
#SMX #22C
Making choices tires the brain and can make
subsequent decision making difficult
• Help guide customers (wizards – not filtering)
• Do not overwhelm
• Remove similar choices
1 – What You Need To Know

8. 2
Use A Big Anchor

9. searchmarketingexpo.com
@tim_ash
#SMX #22C

10. searchmarketingexpo.com
@tim_ash
#SMX #22C

11. searchmarketingexpo.com
@tim_ash
#SMX #22C
We anchor on the first thing we see
• Add a new high-end item (which will not sell well)
• Show in decreasing price order
• Sales of reasonable compromise will increase
• Irrational anchors can be put in the “lobby”
2- What You Need To Know

12. Be in my Cultural Tribe
3

13. searchmarketingexpo.com
@tim_ash
#SMX #22C

14. searchmarketingexpo.com
@tim_ash
#SMX #22C

15. searchmarketingexpo.com
@tim_ash
#SMX #22C
• People are tribal
• Some tribes are self-selected
• We care more about people similar to us
• Look the part
• Communicate your values with editorial tone
• Don’t worry about alienating outsiders
3 – What You Need To Know

16. Copyright © 2015, SiteTuners – All Rights Reserved. #TCS2015 #CRO @tim_ash
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17. searchmarketingexpo.com
@tim_ash
#SMX #22C
• Interactive review of your key conversion paths
• Conducted by SiteTuners conversion staff
• Video transcript recorded via GoToMeeting
Offer good only for companies generating at least $1 million annually in
online revenue. New customers only please.
Free 15-minute Conversion Review
Limited availability – first 5 to sign up
To take advantage of this FREE offer
you must schedule by Friday 3/13/2015
Bit.ly/CROreview

18. searchmarketingexpo.com
@tim_ash
#SMX #22C
Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(800) 521-5066 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1

19. searchmarketingexpo.com
@tim_ash
#SMX #22C