ready framework for conversion optimization

ConversionConversionOptimizationOptimization

FrameworkFramework

Scott Brinkerion interactive

@chiefmartec

SMX Advanced 2010

RRelevantelevant

EEngagingngaging

AAuthoritativeuthoritative

DDirectionalirectional

YYield Optimalield Optimal

RRelevantelevant

EEngagingngaging

AAuthoritativeuthoritative

DDirectionalirectional

YYield Optimalield Optimal

FulfillsPromises

1

> If you makea promise,keep it—always

> Crucial to trust

> Prices, discounts,fulfillment pieces,and special offers

> Bait-and-switchticks people off

> Carry forward

MessageMatch

2

> Continuity

> Specific focus

> Echo the samelanguage

> Reinforce key ideawith supportive,relevant content

> Maintain message“scent” throughoutentire experience

DesignMatch

3

> Ad designmatchespage design

> Shared graphicalelements

> Strong and visceralcontinuity “scent”

> Primarily applicableto display, email,offline-to-online

AudienceIdentity

4

> “This is for me”

> Visitors identifywith the content

> Similarity “liking”

> Speak in theirvernacular

> Call them by name

> Use multi-stepexperiences toself-segment

Timely5

> Everything isup-to-date

> Fresh, not stale,look and language

> Time-sensitivecontent, offersare powerful—but only if current

> Campaigns andsocial media

RRelevantelevant

EEngagingngaging

AAuthoritativeuthoritative

DDirectionalirectional

YYield Optimalield Optimal

Compelling Value Proposition

6

> Core value of yourproduct, service,offer to people

> Regardless of howit is presented

> Unique sellingproposition (USP)

> Unique campaignproposition (UCP)

> Be good, be great

EmotionalAppeal

7

> Reach visitors onan emotional level

> Feed the right brain

> Tell a great story

> Set the mood withdesign, imagery,color theory

> Express meaning

> Works in B2B too

RationalJustification

8

> Persuade visitorswith logic, reason

> Feed the left brain

> Quantify value

> Bullets, tables,and infographics

> Don’t overreach

> Be synergistic withemotional appeal

AffectiveDesign

9

> Blend functionalityand aesthetics

> Use design tocommunicate value

> Be the “iPod” oflanding pages—intuitive simplicity

> Elements of pageare harmonious

> User-centered design

Differentiated10

> Represent yourunique brand

> Stand out from thecompetition

> Be authentic

> Don’t follow otherpeople’s formulasblindly

> Be bold, creative,and memorable

RRelevantelevant

EEngagingngaging

AAuthoritativeuthoritative

DDirectionalirectional

YYield Optimalield Optimal

Assurances11

> Soothe anxieties,minimize risk—radiate confidence

> Strong guarantees

> Be consultative,be responsible

> Set expectations

> Trustmarks

> Quality of page assignal of credibility

Accurate &Concrete

12

> Concrete details tomake it real

> Accuracy matters

> Product images,demos, illustrations

> Applies to benefitsand features

> Levels of depth

> Avoid vague claims,and “fluff”

Social Norms13

> Privacy policy,terms of use

> Stage appropriate

> Reasonable formquestions, length

> “Escape hatch”

> Cultural norms

> Respecting normssignals credibility

Social Proof14

> Choose us: you’rein good company

> Lots of customers

> Customer logos

> Real testimonials

> Press and awards

> Pictures or videoof real people

> Halo effects

BrandConsistent

15

> Brand Trust

> Brand impact issignificant—use it

> Consistency withlogo, colors, fonts,nomenclature, tone,design, language

> Either helping orharming brand

> Browser testing

RRelevantelevant

EEngagingngaging

AAuthoritativeuthoritative

DDirectionalirectional

YYield Optimalield Optimal

ClearCall to Action

16

> What do you wantvisitors to do?

> Is it reasonable?

> Any potentialconfusion?

> Gravitationalcenter of the page

> One is often best

> Several can workif “frictionless”

FrictionlessChoices

17

> Help people quicklyget what they want

> Guide them, don’tmake them hunt

> Build engagement

> Enough info tomake a choice?

> Avoid hard choicesor too many—“undecideds” halt

MinimalDistractions

18

> Keep distractionsto a minimum

> Maintain forwardmomentum

> No navigation or“navigation lite”where appropriate

> In-page exploration

> But don’t be overlycontrolling

Motivation &Incentives

19

> Why you, why now

> Extra nudge totake action

> Expirations,limited supplies

> Tap competitivemotivations

> Scarcity, reciprocity

> Don’t overdo it

ProgressiveConversion

20

> Conversion is oftena path, not a page

> Interactive dialogs,flows, and wizards

> Micro-conversions

> Romance pages

> Build commitment

> Give non-convertersa good experience too

RRelevantelevant

EEngagingngaging

AAuthoritativeuthoritative

DDirectionalirectional

YYield Optimalield Optimal

Hypothesis21

> Ask a meaningful,big question

> What will you learnif succeeds or not?

> Asking a questionfocuses your ideas

> Scientific method

> Careful of causationvs. correlation

> Upstream variables

A/B orMultivariate Test

22

> Always be testing

> Test the hypothesis

> Use A/B testing toexplore big ideas

> Use MVT to honeyour presentation

> If you’re not testing,you’re wastingopportunities

> Test-driven marketing

Tracking &Segmentation

23

> Bounce rate,conversion rate,quality/value,your own metrics

> Milestones (“tags”)

> Segmentation bysource, behavior

> Closing the loop,calculating ROI

> Responsiveness

SEO24

> Consciously decideyour SEO strategy

> Keyword tactics

> Link sculpting

> Index or noindex

> Follow or nofollow

> Canonical URLs

> Semantic web data

DownstreamR.E.A.D.Y.

25

> Hand-offs to otherpages/channelsshould be smooth

> Don’t lose the scent

> Evaluate each stepfor continuity

> Shopping carts—where clicks go to...

> Follow-up emails,calls, retargeting

Get READY:bit.ly/ready2optimize

Scott BrinkerPresident & CTOion interactive

sbrinker@ioninteractive.com

Twitter: @chiefmartec

http://www.ioninteractive.com