Conversion Optimization Presentation
- 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
- 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
- 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
- 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
- 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.
Editor's Notes
- #5: Imagine. In one case we are able to optimize our awareness to reach more of our target audience who is ready to buy and less of those who will never buy. That driving them to our site, 30% more stay to browse. 25% more easily find the information they are looking for. 10% more fill out our contact form. …
- #6: The marketing roadmap. People are driven as prospects
- #27: If you have a key message in a paragraph or an action at the bottom of a long page, it will not convert. Images draw the eye
- #38: SERP Email Landing page Blog Direct access