The document provides tips for improving website conversions. It discusses defining conversion goals, optimizing usability through visual hierarchy and clear calls to action, testing strategies like A/B testing, analyzing keyword and traffic data in Google Analytics, and continually optimizing based on results. The key takeaways are to define objectives, improve usability, set up goals in Analytics, and make actionable insights to improve conversion rates.

1. Turn Your Website into a Revenue Machine
(Conversion Secrets You Won't Learn From Google Analytics)
Today’s Host:
Mike Turner
Director of Search Marketing
#webmarketing123
facebook.com/webmarketing123

2. Turn Your Website into a Revenue Machine
(Conversion Secrets You Won't Learn From Google Analytics)
Today’s Host:
Mike Turner
Director of Search Marketing
#webmarketing123
facebook.com/webmarketing123

3. Founded in 2004 Custom KPI-based Scorecards
120+ Clients Proprietary Attribution Tool
#webmarketing123

4. Some Practical Matters
 Are the slides available? Yes! Just email
seo@webmarketing123.com
 Connect with us #webmarketing123
on Social Media
facebook.com/webmarketing123
Request a Customized SEO Assessment Today.
 Want to learn more?
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
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5. Webinar Agenda
1 What is a Conversion?
What are you trying to achieve with your home page or PPC landing page?
2 What Drives Conversion Success? Usability!
Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms
3 Testing Strategies
A/B and Multi-Variate Testing
4 Advanced Techniques
After crawling and walking…
5 Measuring Success
How to monitor and improve your results
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6. THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY
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7. What is a Conversion?
A visitor performing a desired action on a page
Buy Now!
• Form Fill-Out
Free Newsletter!
• Newsletter Sign-Up Click For Your
Free Download!
• Site Registration Get a Free Trial!
Contact For a
• E-commerce Transaction Free Consultation!
• Clicking a Specific Link or Visiting a Series of Pages
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8. Where Do Conversions Happen?
Anywhere You Would Set a Goal / Desired User Action
• Home Page
• Pay-Per-Click Landing Page
• Checkout Page
How does your site make money?
What do you want users to DO when they get there?
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9. What are the Objectives of Your Website?
Primary
• Long-term goal (Directly tied to revenue)
• i.e. Contact Form, Trial, Download, etc.
Major
• Short-term (may not be directly tied to revenue)
• i.e. Current feature, marketing campaign
Minor
• Functionality necessary for website / homepage
• i.e. Login Page, About Company, etc.
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10. #webmarketing123

11. Webinar Agenda
1 What is a Conversion?
What are you trying to achieve with your home page or PPC landing page?
2 What Drives Conversion Success? Usability!
Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms
3 Testing Strategies
A/B and Multi-Variate Testing
4 Advanced Techniques
After crawling and walking…
5 Measuring Success
How to monitor and improve your results
#webmarketing123

12. Usability Best Practices
Assign Visual Priority
• Size and position should be relative to the importance of the objective
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13. Usability Best Practices
Assign Visual Priority
• Size and position should be relative to the importance of the objective
Consider the Visitor’s Eye-Path
• What will users notice and in what order?
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14. Usability Best Practices
We Read Web Content in an ‘F’ or ‘Z’ shape
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15. Usability Best Practices
http://webdesign.tutsplus.com/
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16. Usability Best Practices
Use Your Image as a Pointer to Your Call to Action
People tend to follow the eye path Make your subject look at your ad
where the subject in the graphic is creative if you want people to look at it
looking. too.
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17. Usability Best Practices
Use Your Image as a Pointer to Your Call to Action
People tend to follow the eye path Brand
where the subject in the graphic is
looking.
#webmarketing123

18. Usability Best Practices
Use Your Image as a Pointer to Your Call to Action
#webmarketing123

19. Usability Best Practices
Assign Visual Priority
• Size and position should be relative to the importance of the objective
Consider the Visitor’s Eye-Path
• What will users notice and in what order?
Provide a Clear Call To Action
• Clearly announce what you want users to do
#webmarketing123

20. Usability Best Practices
Focus on the Call to Action from the User’s Perspective
• Is your primary objective clearly stated on your homepage?
• Do users have a reasonable expectation of what they will receive?
• Is your value proposition communicated to visitors?
• Is your Call to Action emphasized with a contrasting color?
• Emphasize your call to action through various mediums:
Banners Buttons Headlines
“Contact us for a
Free Analysis!”
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21. Use active language
Consider sweetening the deal
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22. #webmarketing123

23. Usability Best Practices
Assign Visual Priority
• Size and position should be relative to the importance of the objective
Consider the Visitor’s Eye-Path
• What will users notice and in what order?
Provide a Clear Call To Action
• Clearly announce what you want users to do
Make Steps Clear
• Clearly identify where user is and where they should go
Forms Should be Concise
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24. Usability Best Practices
E-commerce and registration forms need to quickly win trust
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25. Usability Best Practices
E-commerce and registration forms need to quickly win trust
Form is
minimal
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26. Usability Best Practices
E-commerce and registration forms need to quickly win trust
Automatic cursor
placement
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27. Usability Best Practices
E-commerce and registration forms need to quickly win trust
Trust signals
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28. Usability Best Practices
E-commerce and registration forms need to quickly win trust
Reassurance
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29. Usability Best Practices
E-commerce and registration forms need to quickly win trust
Clear wording on
submission button
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30. Usability Best Practices
Lead Generation & PPC Landing Page Forms need to qualify AND convert
Hubspot bit.ly/KpoQhE
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31. Usability Best Practices
Lead Generation & PPC Landing Page Forms need to qualify AND convert
Hubspot bit.ly/KpoQhE
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32. PPC Landing Page Conversions
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33. Usability Best Practices
Top 6 Things to Avoid on a PPC Landing Page
• Too much text. I bullet points
• Too many links to other pages
• Misplaced or camouflaged Call to Action
• Slow loading features
• Form length disproportionate to likely motivation of user
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34. Usability Best Practices
That was a lot of material.!
Let’s Review…
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35. Usability Best Practices
Is Your Call to Action Obvious?
Clearly announce what you want users to do
Are there many competing objectives?
Is Your Value Proposition Clearly Stated?
What differentiates you from your competitors?
What inspires visitors to take the next step?
Has Your Primary Objective Established Visual Priority?
Is the size of elements relative to importance?
Have you considered visitors’ logical eye path?
Have You Optimized Your Lead Forms?
Is all information absolutely necessary?
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36. Webinar Agenda
1 What is a Conversion?
What are you trying to achieve with your home page or PPC landing page?
2 What Drives Conversion Success?
Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms
3 Testing Strategies
A/B and Multi-Variate Testing
4 Advanced Techniques
After crawling and walking… keywords!
5 Measuring Success
How to monitor and improve your results
#webmarketing123

37. Benchmark Your Top Landing Pages
1. Look into your website analytics
2. Identify “Top Landing Pages”
3. What are the conversion rates for these pages?
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38. Usability Testing with Google Website Optimizer
Take the Guess Work Out of Conversion Optimization
• What will convert at the highest rate?
• Predicts with 95% confidence that winner will increase conversion rate
Types of Tests
• A/B Split Testing
• Multivariate Testing
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39. Webinar Agenda
1 What is a Conversion?
What are you trying to achieve with your home page or PPC landing page?
2 What Drives Conversion Success?
Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms
3 Testing Strategies
A/B and Multi-Variate Testing
4 Advanced Techniques
After crawling and walking… keywords!
5 Measuring Success
How to monitor and improve your results
#webmarketing123

40. Which Keywords Are Bringing You Conversions?
1. Look into your website analytics
2. Identify Top Organic Keywords
3. What is the conversion rate of your top organic
keywords?
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41. Are Your Keywords Bringing You Conversions?
Identify keywords that drove the best conversions and sales
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42. Webinar Agenda
1 What is a Conversion?
What are you trying to achieve with your home page or PPC landing page?
2 What Drives Conversion Success?
Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms
3 Testing Strategies
A/B and Multi-Variate Testing
4 Advanced Techniques
After crawling and walking… keywords!
5 Measuring Success
How to monitor and improve your results
#webmarketing123

43. Track & Interpret Data
Set Up Goals in Google Analytics
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in
your links and content
• Consider removing poor-performing keywords
from your campaign
• Observe where visitors abandon the goal path
and analyze the data to determine why
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44. Track & Interpret Data
Tracking Goals in Google Analytics
• What percentage of visitors completed your desired actions?
• Create different goal sets for different objectives
• Drill down by traffic source, keyword, etc.
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45. Track & Interpret Data
Reverse Goal Path
• Identify the most popular paths leading to purchase or contact
• Analyze popular pages for strengths and opportunities
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46. Track & Interpret Data
Conversion Funnel Visualization
• Analyze where visitors exit your goal path
• Identify which pages people exit to
• Understand funnel from user’s perspective:
What works and what doesn’t?
• Optimize weaker pages for conversion improvement
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47. Track & Interpret Data
E-Commerce Tracking
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48. The Iterative Process
On a monthly or quarterly basis, create variations on forms
and landing pages.
Evaluate A/B or Multi-variate testing.
Rely on analytics to guide decision making.
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49. Key Takeaways
1 Primary, Major & Minor Objectives must be defined
Usability can be improved by emphasizing your call to action, value
2 proposition, and optimizing your site’s layout
Set up goals in Google Analytics to measure user behavior,
3 and make actionable insights to improve conversion rate
#webmarketing123

50. • Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
• Email seo@webmarketing123.com
• Or visit bit.ly/wm123seo
#webmarketing123

51. What can you expect from speaking with one of our analysts?
- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing.
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertisiing, Social Media Marketing.
Or visit bit.ly/wm123seo
Next Week: Your Toughest SEO Questions, Answered!
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@webmarketing123