co base deck erp final 100712

©2012 Erik R Peterson -‐ #convcon @epeterson237 1

Top Conversion Op<miza<on Tips

Erik R Peterson

©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237

•  GTWTW! – Give Them What They Want •  Understand Intent – Message match is essen<al •  Get Into Their Heads – Where do they convert and why •  Simplify Everything – Make it easy to find what they want •  Use Analy<cs – It helps tell you where to start/focus for best ROI •  Test the Obvious – Not all conversion best prac<ces work •  Show Them the Money – Ar<culate the value of what you do to your client •  Be the Change!

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Who are you? Crowdsourcing Part 1


Who am I? Crowdsourcing Part 1

FROMAGE O VIN


Successful marketers in the future will leverage “people with skills in scien&fic method, design of experiments, and sta&s&cal analysis.”

~ Avinash Kaushik, Digital Evangelist

©2012 Erik R Peterson -‐ #convcon @epeterson237

How you can improve mul&ply online marke<ng performance for your client or business?

Top Conversion Op<miza<on Results

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Conversion Op<miza<on (CO) is the art and science of crea<ng an online experience with the goal of increasing the percentage of par<cipants to complete a desired ac7on.

What is Conversion Op<miza<on?

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Today’s Customer A Sneek Peek


Today’s Physical/Visual Environment


Conver<ng Pre-‐Click Demand

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Conver7ng Demand •  Improve UX to ensure increased consumer engagement

•  Con<nually test to op<mize landing pages and cri<cal paths

Crea7ng Demand •  Systema<cally address paid search improvement

opportuni<es

•  Employ Search Engine Op<miza<on techniques

Pre-‐Click Post-‐Click

Impressions (Queries / Push)

Clicks (Traffic)

Ac7ons (Web Site)

Conversions (Purchases)

Consumer Insights – Industry Trends – Compe77ve Intelligence


CONVERSION OPTIMIZATION

Conversion Funnel(s)

Abandonment/Retarge7ng

Landing Page(s)

Landing Page

Landing Page

Landing Page

Paid Search

Display

Natural Search

Email

Affiliate

Traffic Source Segmenta7on

New v Exis7ng Customer

Returning Visitor

Geo Loca7on

Desktop Web

Mobile

Tablet

Social Publisher

PlaUorm Conversion Ac7on(s)

Online Form

Phone Calls

Email Sign-‐up

Purchase

$$$$$

Conversion Op<miza<on: Understanding the Journey

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Cri7cal Path CO Analysis and Audit Audit iden<fied numerous improvements to conversion and how to test which path would lead to more conversions.

Quote Tool Audit Audit focused on a mul<-‐step quote process analysis and recommenda<ons on reducing barriers to comple<on.

My Account Audit Audit focused on compe<<ve analysis and recommenda<ons on reten<on opportuni<es via increased My Account registra<ons and bill pay sign ups.

Geo Targeted Message Match Copy aligned to PPC ad and delivered to a specific region.

Product Landing Pages Experiences aligned with specific products, gender or sales promo<ons.

Dynamic Landing Pages Experiences that contain elements (images, layouts, content) that change based on keywords, loca<on, or prior visits.

Hispanic Landing Pages and Insights Experiences (language, layout and imagery) designed for a Hispanic audience.

Mobile Landing Page and Insights Experiences tailored to mobile devices and associated behaviors.

Geo Targeted Landing Pages Copy and imagery customized to a specific region.

48% LIFT

*Audit analysis forecast.

41% LIFT

20% LIFT*

Conversion Outcomes: Latest Successes Driving ROI 83% LIFT

420% LIFT

27% LIFT

25% LIFT*

12% LIFT

20% LIFT*

Used with permission by Performics


Case Study: eTailer Generates More Online Sales

14 Used with permission by Performics


Case Study: eComm Client Generates More Sales



Case Study: Sonware Maker Generates More Sales



Case Study: Leading Wireless Generates More Sales



Case Study: Customs Broker Generates More Sales



Case Study: Client Gets More Sales via Online Quotes



Let’s Play Moneyball


Paid Search Natural Search Non-Search Traffic All Traffic Sources

Annual Traffic in 2011 2,200,000 100,000 2,300,000 4,600,000

Projected Annual Traffic 2,200,000 125,000 2,300,000 4,625,000

Conversion Rate in 2011 0.50% 2.75% 3.00% 1.80%

Projected Annual Conversion Rate 0.52% 2.83% 3.09% 1.86%

# of Completed Apps in 2011 11,000 2,750 69,000 82,750

Projected Annual # of Completed Apps 11,330 3,541 71,070 85,941

Incremental # of Completed Apps 330 791 2,070 3,191 Cost of Incremental Completed Apps $225,653 $443,756 $1,052,231

MoneyBall Example #1 – The 6X Mul<plier

3% 3% 3% 3%

$1,721,700

25%


Paid Search Natural Search Non-Search Traffic All Traffic Sources

Incremental # of Annual Completed Apps 330 791 2,070 3,191 Annual Cost of Incremental Completed Apps $297,000 $711,563 $1,863,000

Factor 1X 2X 6X

$2,871,563

3% Conversion Lib

Bodom Line: Crea<ng a 3% Lin Equals Huge Revenue Gains

MoneyBall Example #1 – The 6X Mul<plier


Monthly PPC Traffic for Top Keyword

Conversion Rate AOV

Total Conversion

Total Revenue

5,000 7.00% $1,500 350 $525,000 7.70% 385 $577,500

$52,500 Annual PPC Traffic for Top Keyword

Conversion Rate AOV

Total Conversion

Total Revenue

90,000 7.00% $1,500 6,300 $9,450,000 7.70% 6,930 $10,395,000

$945,000

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Bodom Line: Op<mizing One KW Could Make Millions!

Monthly Incremental Revenue

10% Lib

10% Lib Annual Incremental Revenue

MoneyBall Example #2 – Millions in One KW?!?!


Natural Search Actual Forecast Incrementals Revenue $95,000,000 $97,850,000 $2,850,000

AOV $95.00 Transac<ons 1,000,000 1,030,000 30,000

Traffic 83,000,000 83,000,000 -‐ Conversa<on Rate 1.20% 1.24%

Lin Forecast 3.00%

PPC Total (Brand/Gen) Actual Forecast Incrementals Revenue $165,000,000 $170,775,000 $5,775,000

AOV $90.00 Transac<ons 1,833,333 1,897,500 64,167


Lin Forecast 3.50%

All Site Traffic Actual Forecast Incrementals Revenue $890,000,000 $920,600,000 $30,600,000

AOV $85.00 Transac<ons 12,000,000 12,360,000 360,000


Lin Forecast 3.00%

Bodom Line: Every 1% lib in conversion equals

$10 million incremental revenue

MoneyBall Example #3 – What a 1% Lin Could Earn…


Let’s Play Real Time Conversion Op<miza<on


 RELEVANCY – Is this page what I asked for?

 IMPACT – Why am I here and not somewhere else?

 FOCUS – Where do I start? What do I do?

 SIMPLICITY – Will this be easy to do?

5 Second Rule


Quick Analysis: “Colored Contacts”

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5 Second Rule


5 Second Rule  RELEVANCY – Is this page what I asked for?

 IMPACT – Why am I here and not somewhere else?

 FOCUS – Where do I start? What do I do?

 SIMPLICITY – Will this be easy to do?


5 Second Rule


Quick Analysis: “Colored Contacts”

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?????


FUNNEL (Lead Gen) ENTRY

Understanding and op<mizing the Consumer Journey leads to increased ROI and mul<plying media investments (as much as 4 <mes depending on AOV or LTV).

Conversion Op<miza<on: The Consumer Journey

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$50 Gib Card Challenge

Top 3 Major Conversion Path Issues (KPI – Form Completes) (KPI – Genng Free Contacts) shhh… one issue is a huge!!!!

Send your homework to me at: [email protected] Subject Line: ConvCon Acuvue Review

Crowdsourcing Part 2


•  GTWTW! – Give Them What They Want •  Understand Intent – Message match is essen<al •  Get Into Their Heads – Where do they convert and why •  Simplify Everything – Make it easy to find what they want •  Use Analy<cs – It helps tell you where to start/focus for best ROI •  Test the Obvious – Not all conversion best prac<ces work •  Show Them the Money – Ar<culate the value of what you do to your client •  Be the Change!

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Make the World a Bewer Place

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Power of Words


[email protected]

LinkedIn.com/in/EPeterson237

@EPeterson237

Thank You.

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