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Conversion Architecture: Key Steps to Converting Traffic to Business
- 1. The Key StepsToThe Key Steps To Converting Online Traffic Into Business By Baltej Gill
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- 3. “A conversion isgetting someone to take a predetermined action that you want to track and measure”. Let’s Define Conversion “You must understand the impact of that action in your business”
- 4. More Than JustA Pretty Site • Understanding what people are looking for • What problems/solutions they seek • Different points in their buying cycle • Different levels of knowledge • Understanding visitors behavior • Creating and segmenting visitor profiles
- 5. Just Some Facts •82% of all searched traffic will never end up on your home page! • Average time someone spends on a home page• Average time someone spends on a home page - 20 Seconds or less • Average time someone spends on a Landing page – 13.2 Seconds or less • 82% of all searches have local elements to them • Average Conversion Rate online is 2%
- 6. How Information IsRead Online Visual Site Path
- 7. Images & Colour •Studies show that people are first drawn to imagesdrawn to images on a page and then Colour • 83% of the population react to visual stimulation first
- 8. The Way WeInteract Today is changing
- 9. The New MarketingFunnel!
- 10. How Are PeopleSpending Their Time Online
- 12. How Do YouTarget Your Potential Clients
- 13. Combine Your Strategiesfor ROI
- 14. Search, Surf &Social
- 15. Something To ThinkAbout • If 2% is a normal online conversion • Where did the other 98% go!• Where did the other 98% go! • How can I get a higher percentage of that traffic to take action on my site.
- 16. Reality Is • 100%of your ad spend budget is getting 2% of your business2% of your business
- 17. What Effects Conversion •The amount of activity on your site • The source of that activity • The nature of that activity • The results of that activity
- 18. Relevance & Influence DriveYour Marketing Channels
- 19. The Amount ofActivity • How much traffic are your getting to your site • Are you getting enough traffic to make the• Are you getting enough traffic to make the internet a valuable business tool
- 23. • One WebPagePage View • A person or bot that comes to your site • 30 min inactivity = new visitVisit • Has this visitor visited the website prior to the Unique Visitor • Has this visitor visited the website prior to the active (selected) date range?Unique Visitor • Only 1 page viewed / visitorBounce • The page where the user left the siteExit
- 24. Page Views Downloads Per Visit OrdersPer Visit Time Spent on Site/Page Short Visits <5 sec Checkout Started & Not Completed Checkout Completed Form Completed<5 sec Completed Completed Completed
- 25. Conversion is Key Hartwell CombiCarrierII HW-2200 P $789.00 List Price: $1099.00 Your Price: $789.00 Hartwell CombiCarrier II HW-2200 P BEFORE AFTER $789.00 Your Price: $789.00 You Save: $310.00 (20%) Customers Who Bought This Product Also Bought
- 26.
- 27. Conversion is Key Apple30GB iPod touch $350.00 List Price: $400.00 List Price: $350.00 Apple 30GB iPod touch $350.00 Buy Now List Price: $350.00 You Save: $50.00 (20%) Customers Who Bought This Product Also Bought
- 30. What Are PeopleDoing When They Are On Your SiteThey Are On Your Site
- 32. What If ? •What If I Could See What They Looked At, The Order They Looked At In And The Action The Took Based On That Search The Order They Looked At In And The Action The Took Based On That Search Term • Would this allow you to make the necessary adjustments to increase our conversion!
- 36. What Do YouWant The Visitor To Do? • Sign up for your newsletter? • Add a product to the shopping• Add a product to the shopping cart? • Watch a video? • Print article or forward to a friend? • Bookmark the site? • Call directly? • Fill out a form?
- 37. Landing Page Optimization •Ensure landing pages matches ad campaign (PPC, Social Media, Email Marketing)(PPC, Social Media, Email Marketing) • The right images, colours, text, buttons, icons, calls to actions are all part of an effective landing page strategy
- 39. HEADING HEADING 1 HEADING 2 HEADING3 Description Call To Action DESCRIPTION 1 DESCRIPTION 2 DESCRIPTION 3 CALL TO ACTION 1 CALL TO ACTION 2 CALL TO ACTION 3
- 40. WHICH factors deliversthe best results based on that search term • Ad – Test multiple variations of PPC ads to track the click through rate in your ad groups, this helps to define your profile Landing Page• Landing Page – Headline – Image (s) – Action – Offer “make sure you have enough traffic to validate your findings, the amount of test traffic can have a significant impact on your long term results”
- 43. Results • 3 WeekROI • PPC CTR average over 6 weeks 14.1% • 4.7% conversion• 4.7% conversion • 800+ people to site per day • 40% was referral traffic, using FaceBook & Yahoo Answers • Bundled & Split Tested PPC & SMO strategies
- 45. Results • 7.3 WeekROI • PPC CTR average 7.2% • 439 people to the site • 26% was referral traffic, using Facebook • Bundled & Split Tested PPC & SMO strategies and we are continuing! • More of a branding exercise
- 46. Why • Ask TheRight Questions • Measure The Right Items• Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
- 47. Even With SocialMedia
- 52. Why • Ask TheRight Questions • Measure The Right Items• Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
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- 59. Results • 7 WeekROI • PPC CTR average over 5 weeks 10.2% • Went from 1.6% to 5.7% conversion • Reduced PPC Ad Spend Budget $500 per month • Increased Sales by over 300% • Bundled Landing Pages & Split Tested PPC
- 60. Why • Ask TheRight Questions • Measure The Right Items• Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results
- 61. Call To Action/ Contact Forms
- 62. Avoid Distractions • DoNot Distract your visitors • Eliminate Navigation on all Landing Pages • Remove any images or text that can divert• Remove any images or text that can divert the user from the goal of the page, Set Goals and Track Them • Minimize links (especially external) that can steer the user away from the page • Keep things simple and clean!
- 68. 1111stststst Sentence ofSentenceofSentence ofSentence of Web CopyWeb CopyWeb CopyWeb Copy
- 71. – Use ExistingTraffic – Use Double Opt In Building Quality Opt InBuilding Quality Opt InBuilding Quality Opt InBuilding Quality Opt In – Use Incentive – “We Value Your Privacy” – Refer A Friend
- 77. What’s New ToThink About! Mobile Marketing!
- 78. Questions Come Join TheConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The ConversationCome Join The Conversation