Bryant Garvin: SEMs & CRO

Editor's Notes

• #2: BLOWING UP REVENUE AND LEADS THROUGH MOBILE CRO & SIMPIFYING THE DECISION PROCESS Should Paid Media Teams Be Leading The CRO Charge?
• #3: You may have seen this around…
• #4: You may have seen this around…
• #5: And as always… Thanks for being awesome and realizing I was born to be awesome not perfect
• #6: Blowing up Revenue Through CRO – Conversion Rate Optimization I used to say “I can drive all the qualified traffic in the world…. But if your pages suck or product its not my problem” And then I got sick of losing money, or clients, or not being able to drive the results I wanted and so I made CRO a part of my job description…
• #7: People keep saying CRO and meaning let’s change the button color!
• #8: Blowing up Revenue Through CRO – Conversion Rate Optimization I used to say “I can drive all the qualified traffic in the world…. But if your pages suck or product its not my problem” And then I got sick of losing money, or clients, or not being able to drive the results I wanted and so I made CRO a part of my job description…
• #10: People keep saying CRO and meaning let’s change the button color!
• #11: Image source - http://searchengineland.com/figz/wp-content/seloads/2014/09/search-engine-marketing-ss-1920.jpg
• #13: First Focus? We are going to talk specifically about Mobile CRO
• #14: B2B Listen up! This applies to you as well
• #15: So don’t do this!
• #16: B2B Listen up! This applies to you as well
• #18: Blowing up Revenue Through CRO – Conversion Rate Optimization I used to say “I can drive all the qualified traffic in the world…. But if your pages suck or product its not my problem” And then I got sick of losing money, or clients, or not being able to drive the results I wanted and so I made CRO a part of my job description…
• #19: What Are companies/CRO people testing?
• #20: Top 6 Reasons Marketers Aren't Testing Websites Or Landing Pages…Yet
• #21: How many of you have mobile bid modifiers set to: “-100%”? “-50%”+? Why do you do that? It doesn’t convert as well?
• #22: So Mobile Doesn’t Convert? WHY DON’T YOU CRY ABOUT IT!
• #23: Or do something about it!
• #24: Become A Mobile CRO Master Builder Starting off with B2B I saw an ad recently on LinkedIn promoting a webinar on Mobile application development to enterprise customers.
• #25: Then again over 40% of Fortune 500 sites are not mobile friendly. So that means YOU have a huge opportunity if you compete against any of them And if you work for a Fortune 500 Company and you or your competitors are not mobile friendly, you have an amazing opportunity to affect real change by pushing for this internally! B2B nobody is mobile… or the user can’t actually use our product on mobile…. “so you are just going to not let them be educated by your company on mobile either? Get it together and blow your competition out of the water! Source: http://techcrunch.com/2015/04/12/are-the-fortune-500-ready-for-mobile-search/
• #28: Remember people are lazy… another area that can make a dramtic impact on conversion is the presenting of information or options to buy… make it easy on users to make buying decisions. I have an acronym I like to use…. KISS
• #29: KISS Keep It Stupid Simple…. The easier you make the decision making process for users the more readily they will make that decision!
• #30: We provide great info and a LOT of it at TopTenReviews That doesn’t mean that is always best – People want you to just tell them which item/product/service they should get Which is best? Or Why is your product the best choice for me
• #31: The easiest way to do this is to limit options… help people avoid analysis paralysis. That’s the condition that sets in when you go to the Cheesecake Factory and they hand you the 200 page menu… You think WHOA… I have no idea what to get! Simply present the best options (or the ones you would prefer they chose) not all of them… that is REALLY what users want. Curate the info, and options… give them what’s “BEST” For those who have a “moral dilemma” with this, get over yourself and maybe it’s time to find a new career… I didn’t keep anything from the user by only showing them 3 options… in fact I saved them time and provided more value by letting them know these were a couple GREAT options!
• #32: Remember users don’t want to have to work or think! The first ad basically said hey here is 10”x” of them reviewed now figure it out on your own…. The new one said we reviewed ten here are the best 3! “We have done the work for you… Stop stressing, now you know and you can focus on other parts of your business that you really should be spending more time working.” And by making that simple change it doubled my CTR
• #33: And it worked! By simplifying things for consumers your can have some amazing things happen…
• #34: Who wouldn’t want that? By simplifying the options presented to people, I was able to drive twice the number of clicks to partner sites
• #35: Sometimes though when you “fix” one conversion area, it exposes a weakness in another one. That’s ok! It means you have more to test and more opportunity to improve.
• #37: This doubled our actual leads and revenue!
• #38: Now for a little Case Study Action! This company came to me in September last year… and this is what The old website mobile experience was like
• #39: September 2014 before the mobile experience was optimized and I was brought on to consult - only 19% of conversions came from Mobile Devices at a CPA of $45.70
• #40: The new mobile website experience
• #41: The results of going from the old website to the new mobile optimized experience?
• #42: By fixing the mobile experience mobile now accounts for 51% of conversions and at a CPA of $28.80
• #43: That’s some awesome results! Spend up 174% Conversions up 276% CPA Reduced 27% Mobile Conversions 924% Increase! By fixing the mobile experience mobile now accounts for 51% of conversions and at a CPA of $28.80
• #44: That’s some awesome results! Spend up 174% Conversions up 276% CPA Reduced 27% Mobile Conversions 924% Increase!
• #45: This didn’t happen just because of having “responsive pages”. Yes that was a big part of it, but even more important was the form fields and input types for them…. Mobile forms are horrible! It’s why conversion rates are so horrible for most websites.
• #46: Mobile forms are horrible! It’s why conversion rates are so horrible for most websites. Notice the keyboard… WHERE ARE MY NUMBERS! Because of the focus attribute when I click in the form it zooms the page to where I lose all context I have lost all the labels for the form (what am I supposed to put in there?)
• #47: WTF Sprint?!? You are a MOBILE company and you can’t get this right?
• #48: People Are Lazy! I used to say People are Lazy… Not Stupid… but I have come to question that last part over the years… So if they have to WORK more to give you their info… most people will just bounce or say…”I’ll just get to it on my computer later”
• #49: On mobile you have a MAJOR advantage to make is easier for the lazy consumer… simply changing the “input type” in your web form for a particular field will change the Mobile Keyboard which pulls up Oh and the autocomplete form can potentially use mobile browser data to autocomplete form fields.
• #50: If you want the user to input numbers and only numbers change the input type to “tel” This is supposed to be for just telephone but it is THE best option for number input on a mobile device. Many devs are confused by the input type = “number” that only pulls up the QWERTY numeric based keyboard which is such a pain to use!
• #51: Oh yeah you can use input type = “tel” for credit card number fields As a side note notice the little “scan credit card” option? If you label your fields correctly and have SSL done right iOS will automatically give this option to users – BONUS! What’s easier than snapping a picture
• #52: Want a user’s email address (or for login screens)… use the input type=“email” for this form field. You will get a nice @ symbol and the “dot” necessary for emails without switching back and forth between the keyboards
• #53: Quick recap: By making the site more mobile friendly, and making the form fields mobile USER friendly we were able to almost 3X conversion rate from .6% to 1.7%
• #54: How many of you would love to see results like that? How many of you are going to rethink your mobile bid adjustments and look at them as an opportunity instead of simply “the way things are”
• #60: If you want to get ahold of me… I am REALLY hard to find!
• #61: Or just do what my wife does… reach out to me on Twitter