Uploaded byPedram Farsaii, MBA
Get the Most out of Your Traffic: Smart Strategies to Increase Conversion
The document discusses strategies for maximizing on-site conversions in digital marketing, emphasizing the importance of rethinking the purchasing funnel and identifying site weaknesses. It highlights the necessity of testing hypotheses about user behavior and tracking key performance metrics to improve overall conversion rates. Real-life examples from the Washington Post illustrate how targeted approaches and continuous testing can enhance subscription conversion rates.
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Get the Most out of Your Traffic: Smart Strategies to Increase Conversion
- 1. Get the Mostout of Your Traffic: Smart Strategies to Increase On-Site Conversion @pdrama1 Pedram Farsaii
- 2. 2 Before We GetDown To Business… Let’s make some friends
- 3.
- 4. To Put ItIn Perspective The President of the United States has an annual salary of $400,000 $67B ÷ $400,000 = 167,500
- 5. To Put ItIn Perspective $60B$59B$51B < $67B
- 6. To Put ItIn Perspective Let’s say you could spend $20 every second. $1B would take 578 days to spend. $67B would take 38,726 days to spend or a little over 106 years.
- 7. To Put ItIn Perspective
- 8. $49.60 $58.12 $67.09 $75.44 $84.44 $93.70 $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 $100.00 2014 2015 20162017 2018 2019 Billions US Digital Ad Spend Trend & Projection
- 9. 9 So What? We asmarketers, business people and owners put all this awesome hard work into our Digital Marketing Efforts. Digital Marketing Social Media Analytics Design Mobile Strategy
- 10. 10 Here’s What I’dLike To Accomplish Today Share a few strategies and personal experiences I use actively and hopefully help you go back to work a HERO.
- 11. 11 Which Brings MeTo My Main Point How can we get the most out of this traffic to convert more business? I. Challenge: Re-Think Your Funnel II. Find Your Site Weaknesses (and strengthen them!) III. Keep Track Of Key Metrics
- 12.
- 13. 13 A Little AboutMe - Digital marketer for nearly ten years - Currently work on the front lines of The Washington Post’s digital acquisition strategy.... i.e., how can we get more digital subscribers (and keep them)? - Worked with multiple brand names:
- 14. Anything going onat The Washington Post? 14 In case, of course, you were wondering why digital marketing is a big push now…
- 15. 15 24 26 2930 28 25 28 30 32 31 33 32 39 40 42 42 46 43 48 48 52 50 48 54 54 52 0 10 20 30 40 50 60 MillionsofUniqueVisitors Unique Visitors to Washington Post Source: Comscore Digital Universe Our Digital Focus Seems To Be Paying Off Content is (and probably always will remain to be) KING! We’re focused on creating interesting, engaging content for readers nationwide while maintaining the journalistic standards that have driven the Washington Post for the past 125 years.
- 16. 16 Understanding Your Funnel WhatIs A Purchasing Funnel? Starts with visitors and ends with customers www.yourwebsite.com Visitors coming into your site by whatever means (direct, search, referral, etc) Winning – marketing success and sales come out
- 17. 17 Re-Think Your Funnel WhatIs A Purchasing Funnel? Starts with visitors and ends with customers www.yourwebsite.com Visitors coming into your site by whatever means (direct, search, referral, etc) Winning – marketing success and sales come out
- 18. 18 The Traditional Top-DownApproach
- 19. 19 Traffic Is ComingFrom Everywhere
- 20. 20 Find Your SweetSpot For Conversion Pay Most Attention To Users Who Have Already Shown Intent
- 21. 21 Find Your SweetSpot For Conversion - Because traffic is generated from various sources/campaigns, visitors coming in the front door aren’t the only ones to pay attention to. - In order to optimize your (re)marketing dollars, run tests to validate your hypotheses about your visitors and then spend on the highest converters.
- 22. 22 Real-Life Example 1:Testing A Hypothesis Hypothesis: In order to generate more subscriptions, remarketing $$ are not better spent targeting visitors across every step of the funnel Top of the Funnel Readers Registered Readers Engaged Readers Purchase Abandoners Test: 4 separate buckets of readers based on engagement
- 23. 17x’s more likelyto purchase a subscription Real-Life Example 1: Testing A Hypothesis Engaged Readers Purchase Abandoners
- 24. Real-Life Example 1:Testing A Hypothesis Engaged Readers Purchase Abandoners Do not bucket users all the same way, otherwise your marketing dollars could very well be wasted. Target the most engaged and/or push methods to get users more engaged. Key Takeaway
- 25. 25 So you’ve re-thoughtyour funnel and tested a few hypotheses…now what?
- 26. 26 Find Your Site’sWeak Spots
- 27. 27 A/B Testing…Your DataAwaits Every door into your website should be measured!
- 28. 28 Real Life Example2 Multi-Channel Funnel Path To Conversion Report Step 1: Where are our most valuable customers coming from?
- 29. 29 Real Life Example2: Learning Tree Behavior Flow Report – Google Analytics Step 2: How do these valuable segments flow through our site? Step 3: Implement tests at drop off points to support conversion!
- 30. 30 Real Life Example2: Learning Tree
- 31. 31 Real Life Example2: Learning Tree 35% increase in online enrollment conversion rate
- 32. 32 Real Life Example3: Washington Post Three Step Shopping Cart: 1. Product Selection (Shown) 2. Sign-In (Not Shown) 3. Payment (Not Shown)
- 33. 33 • Google AnalyticsBehavior Flow Reporting Real Life Example 3: Washington Post - Data shows large drop off on product selection page - Good place to start testing
- 34. 34 Real Life Example3: Washington Post VS. VS.
- 35. 35 New, lower priceand new headline decreased conversion by 35% compared to default Real Life Example 3: Washington Post
- 36. • Description: 50%of users on acquisition who attempt to abandon the product selection page will see this pop-up offer. Real Life Example 4: Washington Post
- 37. 37 Overlay increased conversionby 10% compared to default Real Life Example 4: Washington Post
- 38. 38 Keep Track ofKey Metrics & Have A Testing Roadmap
- 39. 39 Inside Scoop • Didyou know: • The Washington Post’s mobile traffic outpaces desktop traffic by nearly 50% • But, the majority of paid subscribers convert on Desktop
- 40. 40 Inside Scoop • Didyou know: • The Washington Post’s mobile traffic outpaces desktop traffic by nearly 50%. • But, the majority of paid subscribers convert on Desktop. DO YOU KNOW WHAT YOUR MARKETING IS DOING?
- 41. 41 Data To Track- KPIs There are a plethora of data points that should be tracked in order to monitor effectiveness. These include but are not limited to: ROI based on segmented traffic Organic traffic search numbers and % shares, both YoY and MoM Top paid & organic keywords/remarketing content driving clicks & conversions – both branded and non-branded where available Top referring domains that drive conversions Top social domains that drive conversions Percent of conversions & traffic on desktop vs. mobile Conversions & viewed content by location Most frequented pieces of content Pages and keywords with high bounce rate Author statistics Internal search requests and metrics Take rate
- 42. Visualize Your DataPer Channel Example Purchasing Funnel For Social 10,000 1,000 10 10% Take Rate .1% - Is this an acceptable conversion rate for you? - Is this particular channel performing how it should? - Where is the drop off and how can I test to optimize each step Step 1 Step 2 Step 3
- 43. Create A TestingRoadmap What To Test Where When Success Metric Result Button Color Checkout Page Oct 1, 2014 Take Rate 10% Lift Headline Home Page Nov 1, 2015 Conversion Rate TBD Social Proof Home Page Dec 1, 2015 Take Rate TBD Short Form Email Sign Up Jan 1, 2016 Email Signup TBD “Buy” vs. “Get” Checkout Page Feb 1, 2015 Conversion Rate TBD Having a plan will keep you disciplined and on track. Trust me, it’s easy to get distracted.
- 44. Summary I. Re-Think YourFunnel – Traffic Comes from Everywhere! II. Find your Site’s Weaknesses. III. Pay Attention To What’s Going On – Keep Track Of Metrics and Have a Testing Roadmap.
- 45. Summary I. Re-Think YourFunnel – Traffic Comes from Everywhere! II. Find your Site’s Weaknesses. III. Pay Attention To What’s Going On – Keep Track Of Metrics and Have a Testing Roadmap.
- 46. 46 Always Be Testing •Each easy to use and cost effective tools that allow you manipulate specific items of your page • You can measure success however you like (conversions, visits, clicks etc) • The tool will spit out a statistical confidence level and a winner over a set period of time as to which experience (your A or B) pushed a user to conversion
Editor's Notes
- #23 Remarketing all over the site, with an acceptable CPA Challenged the top down approach by asking, who exactly is converting and developed a 5 way split test Poinpointed exactly what was converting as users coming in closer to the bottom and middle of the funnel as opposed to the top only
- #28 I’m not just talking about your traditional testing because testing is what you have to do. We all know what an A/B test is. But how often do you dig deep – I mean really deep – into your data and ask yourself, what in the world is going on with my site?