client name origin eight - o8: minneapolis web design, seo ... · doubling your conversion rate...

CLIENT NAME

Digital Impact Analysis Report

Prepared by Seth Viebrock and team, [email protected] Eight 1010 West Lake Street, Suite 100-116, Minneapolis, MN 55408www.origineight.net | 612-276-5880

Origin EightOptimize Your Digital Impact

http://www.origineight.net

What is this report about, and why is it so important?

In other words:

● What is optimization?

● What does it mean to have more digital impact?

● Why is it so incredibly crucial that my website be optimized, even though the word “optimize” sounds like less of a big deal than it is?

● How does that grow my business?

● How do I see ROI? 2

This introductory material is tricky but crucial to grasp

before you can understand your report.

We recommend letting us walk you through your report over the phone.

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Digital Impact Optimization™: Integrating Three Disciplines

SEO+SEO, PPC, and

other traffic

UXWeb Design

and User Experience

CROConversion

Rate Optimization

Keyword quality can impact conversion rates

Page layout and content strategy impact SEO, PPC, and other traffic

Optimizing conversion rates depends on a clear understanding of the user journey and neuromarketing

DIO

Digital Impact Optimization™ (DIO) leverages data and knowledge from three disciplines to grow your business.

Origin Eight | Confidential. Do not distribute. |

DIO: Optimizing the Entire User Journey

Review• Heatmaps (click, scroll depth,

eye tracking)• Page and mobile load speeds• Content performance• Browser-related issues• User surveys/polls• Funnel and cart metrics• Conversion rates (campaign,

channel, keywords, CTA)

Optimize• User journey for target

personas• CTAs and prompts• Site and marketing copy• Design elements and creative

Review• Keyword ranking, volume

and relevance• Click-through rates,

cost-per-click• Engagement rates, social

sharing

Optimize• Ad copy and creative• CTAs and prompts• Social content• Email copy and list

segments

DIO seeks to improve the full picture between inbound marketing channels and website experience.

Digital Traffic Optimization


Organic Search (SEO)

Paid Search(PPC)

Ad Remarketing

Organic & Paid Social Content

Email Marketing

Website UX and CRO

Digital Impact Optimization (DIO)


It promotes continuous, incremental change that drives

sales and marketing. →

We target valuable user actions called “conversions” that

have a link to profitability. Examples include filling out a

contact form, buying a product, clicking an important

button, subscribing to a newsletter, or viewing valuable

content.

It is a data-driven process wherein we form and test

hypotheses based on user data, analytics, and persuasive

neuromarketing principles. It typically involves elements

of visual design, copywriting, user experience,

psychology, and testing different versions of your

website.

DIO is the art and science of getting people to your website and then influencing them to act once

they get there. In a sense, it ensures your website is making or exceeding its intended business impact.

DIO vs. Traditional Web Design


Why the “CRO” part of DIO is Beneficial


What if you could make twice the money from the same amount of web traffic? Doubling your

conversion rates amounts to doubling your revenue.

CRO Power Law: Even small changes in conversion rate can have an exponentially larger impact on profits.

https://conversion-rate-experts.com/power-law/

“It’s much easier to double your business by doubling your conversion rate than by doubling

your traffic” – Jeff Eisenberg, Author of Buyer Legends

● CRO focuses on making your existing website more productive, both near-term and long-term.

● Makes your site traffic across all channels work harder to convert sales while increasing leads, valuable pageviews, enrollments, or donations.

● Based on continuous improvement vs. episodic campaigns.

● Additional revenue can be reinvested in expanded marketing activities.

https://conversion-rate-experts.com/power-law/

https://www.synthesio.com/blog/digital-marketing-quotes-inspiration/

Okay, here’s your report!

We’ll report on these things, in this order:1st: Your Traffic (Organic SEO and PPC)

2nd: Your Website’s User Experience

3rd: Your Conversion Rates and Optimization Opportunities

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Traffic Optimization(SEO+)

Getting people to your website.

SEO, PPC, social and campaign traffic

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Your traffic overview

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Note that this is from outside data, but usually a quite accurate picture. Also note that beginning and ending months on the graph may not have complete data.


Your traffic competitors

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Not every competitor is relevant from a business perspective, and the quality of traffic and how it converts makes all the difference.


Trends in organic competition

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Organic search (SEO).


Trends in paid competition

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Paid search (Adwords).


User Experience(UX)

Is your website easy to use, and are people using it the way you intended?

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16Origin Eight | Confidential. Do not distribute. |

These are an outsider’s opinion, and just a few examples.

It’s best when we can get to know your business.

Homepage


Simple menu. Easy access to search. Main CTA. I like it.

Homepage


Nice visuals and access to products. Would be good to test how many people click on these vs the “Products” menu in the main navigation.

Homepage


Running an Artificial Intelligence scan of what the human eye focuses on when first seeing your homepage, your main call to action “Sign up for dealer pricing” may not be getting the visual attention it should. Red indicates a high degree of focus, green a lower degree, and no color means none at all.

These are all of the places that the human eye jumps around (called “saccades”) in the first 7.5 seconds of viewing your site. The eye goes to the red circles first, yellow second, green last. Depending on your business goals, you may want to focus users down a more specific path or call to action. While esoteric, this stuff does really matter.

Homepage


Conversion Rate Optimization(CRO)

How can we persuade website visitors to take action?

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These are just a few examples, a few hypotheses.

There’s always more to do, more to improve, and every hypothesis needs to be measured and backed up with data.

Image sliders almost always negatively impact conversions.


Your homepage: Image sliders

Your homepage: Image sliders

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Research shows that most image sliders or carousels decrease conversions, i.e. valuable activities that visitors perform on your website, such as making a purchase decision.

“Almost all of the testing I’ve managed has proven content delivered via carousels to be missed by users. Few interact with them and many comment that they look like adverts and so we’ve witnessed the banner blindness concept in full effect.

In terms of space saving and content promotion a lot of competing messages get delivered in a single position that can lead to focus being lost.” – Adam Fellowes, UX Researcher

Reasons:

1. The human eye reacts to movement, and will miss the other important content on your site.2. Too many messages → diluted or no message.3. “Banner blindness” phenomenon – people are used to advertising copy in banners, so they just skip over

them, mentally and visually ignoring them.4. Many people put their value proposition in sliders, which usually severely damages conversions.

More info: http://shouldiuseacarousel.com/ and https://vwo.com/blog/image-slider-alternatives/

https://ux.stackexchange.com/users/5208/adam-fellowes

http://shouldiuseacarousel.com/

https://vwo.com/blog/image-slider-alternatives/

Your value proposition is sitting in a slider, which probably will be ignored. Your value proposition should clearly and quickly orient your visitors, telling them what you do, why you’re different, why they should care, and what’s in it for them. It tends to have a major impact on conversions.


Your homepage: Value proposition

The button should likely say “Checkout” rather than “Submit Order”, which might induce a sense of psychological friction, i.e. “I’m not ready to submit this order – I haven’t done all the steps yet.” I get that “Professional Review” may be a goal, with no purchase necessary, but would be good to A/B test these kinds of things, if it hasn’t been done already. You may also want to test introducing “Professional Review” at this step rather than waiting until later.

Other pages


Website performance is a fundamental, key factor in driving conversions. You can see that there are some opportunities for improvement, shown by the letter grades from https://www.webpagetest.org. Any “X” grades mean “not at all.”


Performance test

https://www.webpagetest.org

How we do our UX and CRO research

Here are just a few visual examples

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Examples of how we do our research: We watch movies of users *trying* to use your website


Examples of how we do our research: We look at heat maps, click maps, and scroll maps


Look interesting? Want to know more?

We do too!

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Here’s how to get started:

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Option #1:

Book a demo with our CEO, Seth Viebrock, here:

https://calendly.com/sethviebrock

We’ll answer questions, give additional insights, and discuss

options to get started. 33

https://calendly.com/sethviebrock

Option #2:

Ready to get started?

Visit our pricing page to choose the best option for you:

https://www.origineight.net/pricing-dio 34

https://www.origineight.net/pricing-dio

client name origin eight - o8: minneapolis web design, seo ... · doubling your conversion rate...

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