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Session5 conversion optimization
The document discusses how conversion optimization is key to online marketing success. It explains that every interaction online is an opportunity for conversion, whether that's an ad click leading to a visit, or an email subscription. The rest of the funnel includes aggregating audiences, using analytics to understand metrics, and optimizing for better conversion rates. Subsequent sections cover understanding the customer psyche, common questions and concerns that must be addressed, user flow and persuasion techniques, and landing page design best practices focused on addressing the key questions and moving visitors towards the desired goal.
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Session5 conversion optimization
- 1. The Role of Conversionin Sales
- 2. Online Presence SEO,Ads, Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
- 3. You Are AlwaysConverting
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- 5. Facebook Post toVisit / Lead
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- 7. Email to Visit Goes to Blog Becomes Lead
- 8. Ad to AudienceAggregation
- 9. Visit to AudienceAggregation
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- 13. Summary: You AreAlways Converting Online Presence SEO, Ads, Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
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- 15. Majority is not“ready to buy” yet Majority Ready to Buy Never Buy
- 16. Majority is RiskAverse
- 17. Nobody Wants toThink
- 18. Don’t Make MeWork Source: http://www.back40design.com/
- 19. People Don’t Read.They Scan. Source: http://www.useit.com/alertbox/reading_pattern.html
- 20. Blocking Questions /Concerns ☐ What is it? ☐ Is it for me? ☐ What’s the risk? ☐ What does it cost? ☐ Free shipping? ☐ Refund Policy? ☐ …
- 21. Customer Psyche -Summary • Majority is not “ready to buy” yet. • Majority is “risk averse”. • People don’t want to Think. • People want friction-free experience. • People don’t read. They scan. • There are blocking questions / concerns in people’s head.
- 22. User Flow &Online Persuasion
- 23. Moving People fromEntry Points (ads, email, landing page, blog post, home page etc) to Goals (sale, lead, trial etc)
- 24. Mapping User Flowto a Funnel
- 25. Stacked Conversion Funnel Lead Generation CTA Email Lead Content Link Lead Generation CTA Content Page CTA
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- 32. Everything Is ALanding Page (in spirit)
- 33. It’s About Persuasion. Moving People Forward with Incremental Buy-ins & Commitments
- 34. KISSmetrics Post TrialSign-up Flow
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- 42. Influencing Behavior –Dr BJ Fogg Motivation + Movement Ability + Trigger
- 43. Influencing Behavior forConversion (Opportunity - Concerns) + Movement Readiness + Call to Action
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- 48. Conversion Game • MovePeople Forward – In incremental commitments – By increasing motivation • And reducing concerns • And providing triggers – That are as per current ability
- 49. Patterns for Engaging Website Visitors
- 50. Top of thePage - Pattern #1
- 51. Top of thePage - Pattern #2
- 52. Top of thePage - Pattern #3
- 53. Top of thePage – Key Information • Almost certain to get noticed – Attention is short as the eye moves to more meaty areas on the Page • New visitors are more likely to be converted off a separate page • Better for Building Audience compared to Generating Lead
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- 56. Pros & Consof Popup Opt-in • Con: Poor User Experience • Pro: More Opt-ins – Social Media Examiner increased average daily opt-ins by 300% – Famous Blogger got more than 400% boost – Stay On Search got 300% better results – Dragon Blogger got 17 opt-ins in a week compared to 2 in a week before Source: http://kikolani.com/the-case-for-and-against-popup-opt-in-forms.html
- 57. Popup Opt-ins “Work”but have a “Cost”
- 58. Parameters To Tune •Delay in showing the Popup – Let the visitor get comfortable • Keep a gap of minimum # of Page Views • Keep a gap of minimum # of days
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- 72. Conversion Oriented Landing EntryPage Design
- 73. Common Questions toAddress • What is it? • Is it for me? • What does it cost? • What’s the risk? • What’s the next step?
- 74. Common Questions toAddress • What is it? (opportunity) • Is it for me? (opportunity) • What does it cost? (concerns) • What’s the risk? (concerns) • What’s the next step? (Readiness + CTA)
- 76. What is it? •Value Proposition • Product Explanation • Screenshots / Videos
- 77. Value Proposition • Whatproblem does it solve? • For who does it solve the problem? • How is it different from others?
- 78. Crisp, Short, Loud– Attention Grabber
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- 82. Product Explanation • Buildupon the headline “value proposition” • Create a more complete picture in visitor’s mind
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- 86. Video / Screenshot •Brings the product visualization closer to sensory experiences • Creates a more concrete picture
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- 90. Go Extra LengthWhen Needed
- 95. CrazyEgg got 510%improvement with long version Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
- 96. SEOMoz got 170%better Conversion with long format Source: http://www.conversion-rate-experts.com/seomoz-case-study/
- 97. PipeDrive got 300%increase with short version Source: http://blog.pipedrive.com/2012/04/pipedrive-now-has-1000-paying-customers-and-how-we-got-here/
- 98. Is it forme?
- 99. Speak the languageof your visitors. Letting them see themselves in the picture.
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- 103. What does itCost? It’s “What” not “How Much Money”.
- 104. What does itCost? • Money, of course • Time • Learning New Things • Convincing Team Members • Risk of Wrong Decision • Data Import • Integration
- 108. Being on anEmail List is also a cost
- 109. Minimizing Risk Perception •Address concerns on extra costs, refunds etc • Create Familiarity • Show Social Proof
- 110. Address Money RelatedConcerns
- 111. Create Familiarity • BringCloser to Senses • Explain in familiar terms
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- 116. What’s the NextStep?
- 117. Choose Next StepBased on Readiness
- 123. Summary • What is it? (opportunity) • Is it for me? (opportunity) • What does it cost? (concerns) • What’s the risk? (concerns) • What’s the next step? (Readiness + CTA)