The document discusses conversion optimization strategies aimed at improving website performance and increasing lead generation. It emphasizes the importance of targeted campaigns, effective landing pages, and understanding visitor behavior through analytics and testing. Additionally, it highlights the significance of design elements, like call-to-action buttons, in influencing conversion rates.

1. Andy Halko
@andyhalko
Insivia
@insivia
WEBSITE
CONVERSION
STOP TURNING VISITORS AWAY

2. THINK SMART.
ACT BOLD.

3. What are conversions?
Conversion Optimization

4. THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING

5. Lead & Sales Road Map

6. NURTURE
E-Mail Sign Up
Demo
White Paper Download
Calculator Results
Facebook Follow
Twitter Follow
Sample Download
Survey
Purchase
Call
Contact Form
DIRECT

7. First step in higher conversions:
Targeted Campaigns

8. Campaigns focused on a specific target
or serve a specific purpose.
Product
Landing Page
Problem
Landing Page
Industry
Landing Page
Product
Problem
Industry

11. Back up the
campaign message
One clear action
(Call to Action)
Enough info to
make a decision
Landing Page Conversion Factors

12. Your homepage is NOT a landing page

13. Your homepage is merely the face of your
website, accessed by people who are looking
for it specifically.
Your
HomePage

14. Marketo

16. Visual and message
confirming people
are in the right place
Design that conveys
confidence
Clear navigation
Clear actions to take
Home Page Conversion Factors

17. LANDINGPAGE?
HOMEPAGE?

18. LANDINGPAGE?
HOMEPAGE?

19. Web analytics data is
NOT enough to construct
the best test hypotheses
for your site.
SPLIT TESTING
A/B Testing
Multivariate Testing
BUILD TEST

21. VS
CONTROL TREATMENT

22. VS
CONTROL TREATMENT
Mission critical elements like call-to-action buttons represent a
small change on the page, however, they have major impact
on the decisions of your prospects.

23. VS

24. VS
The color of your CTA button has major impact on your
potential customers’ decisions – and thereby also your
conversion rate.

25. People aren’t magically drawn to a button
because it’s red, nor are we automatically pre-
disposed to sign up just because you added the
word “Free” in your headline.
Optimization, isn’t about seeing which tests are “better”, but
rather about studying your visitor’s behavior and creating
designs & copy to engage in a dialogue with your visitor’s inner
voice.

26. Reading Patterns and Use of Images

27. Heat Mapping
+
Human Psychology

29. Questions like “What color converts best”
are a complete waste of time.
Instead, find out:
Where do most people get stuck
in the buying process?
What are common traits among
our paying customers?
What hesitations do our leads have
that prevent them from buying?

34. “The vast majority of retailers reported
conversion rates on smartphones were
around 1%, while conversion rates for
tablets were 2.4%,”
While visitors largely use tablets for what he called “lazy
internet”—consuming media and content, as well as
browsing—they tend to prefer smartphones primarily for
communication, content snacking, and using mobile apps.

35. ANALYTICS

36. Bounce Rate

37. Traffic Source

38. Exit Pages

39. Click-through Scroll-through

40. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy Halko
@andyhalko
Insivia
@insivia
Oh yeah, ask us about our
traffic and conversion audits.