conversion optimization - 6 power tricks of the trade
DESCRIPTION
Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more! Presented at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.TRANSCRIPT
6 CRO Angie Schottmuller - @aschottmuller - Three Deep Marketing
POWER TRICKS OF THE TRADE
CONVERSION OPTIMIZATION
Conversion Optimization: 6 Power Tricks of the Trade
Interactivity Digital - May 15, 2013 #ID2013 #CRO
Get More Conversions Today NO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM!
Angie Schottmuller - @aschottmuller Three Deep Marketing
Director, Interactive Strategic Marketing & Optimization [email protected]
Angie Schottmuller @aschottmuller
Three Deep Marketing
ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)
180 E 5th St, Suite 910, St Paul, MN 55101 � (651) 789-7701 www.threedeepmarketing.com
WE'RE HIRING!
6 CONVERSION OPTIMIZATION POWER TRICKS
#1: USER-CENTERED STRATEGY
Conversion Optimization Factors
- Bryan Eisenberg @TheGrok
Conversion Optimization Expert, Speaker & Author
"Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take...
For you to achieve your goals, visitors must !rst achieve theirs."
Reevaluate Goals
Business Goals What does the business want to accomplish?
User Goals
What does the user want to accomplish?
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Decision Making Persona Types
Source: Bryan & Jeffrey Eisenberg's book, "Waiting for Your Cat to Bark?"
LOGICAL EMOTIONAL
FAST
COMPETITIVE What's the bottom line?
SPONTANEOUS Why should I choose you now?
SLOW
METHODICAL How does your process or
product work?
HUMANISTIC Who used your solution to solve
my problem?
"Competitive" Persona Type
• Attitude: Businesslike, power-oriented
• Use of Time: Disciplined, fast-paced
• Desirable Actions: Lead, Control, Solve, Prove, Challenge, Learn
Angie Schottmuller (@aschottmuller), Three Deep Marketing
"Spontaneous" Persona Type
• Attitude: Personal, activity-oriented
• Use of Time: Undisciplined, fast-paced
• Desirable Actions: Express, Choose, Re!ne, Personalize
Angie Schottmuller (@aschottmuller), Three Deep Marketing
"Methodical" Persona Type
• Attitude: Business-like, detail-oriented
• Use of Time: Disciplined, slow-paced
• Desirable Actions: Explore, Compare, Evaluate, Discover, Examine
Angie Schottmuller (@aschottmuller), Three Deep Marketing
"Humanistic" Persona Type
• Attitude: Personal, relationship-oriented
• Use of Time: Undisciplined, slow-paced
• Desirable Actions: Join, Enjoy, Share, Connect, Help
Angie Schottmuller (@aschottmuller), Three Deep Marketing
LOGICAL EMOTIONAL
FAST
COMPETITIVE What's the bottom line?
SPONTANEOUS Why should I choose you now?
SLOW
METHODICAL How does your process or product
work?
HUMANISTIC Who used your solution to solve my
problem?
Decision Making Persona Types HiPPO = Highest [Important] Paid Person's Opinion
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Dell.com Case Study
• Weakness: No appeal for "Spontaneous"
• Changed: "Learn More" to "Help Me Choose"
• Result: Boosted sales over $25 million! (Equates to tens of billions of dollars over the years)
Bryan Eisenberg case study: http://bit.ly/personacrointerview
#2: LANDING PAGE ELEMENTS Conversion Optimization Factors
MarketingProfs Twitter Guide
Good Landing Page:
WHAT the user will get
RELEVANCE
WHY the user will love it
VALUE
HOW the user can get it
ACTION
1 2 3
a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg
1. Slim Header
2. Headline
3. Subheader (Offer/UVP)
4. [Directional Cue]
5. Hero Shot
6. [Form]
7. Call-to-Action (CTA)
1. Slim Header
2. Headline
3. Subheader (Offer/UVP)
4. [Directional Cue]
5. Hero Shot
6. [Form]
7. Call-to-Action (CTA)
8. Trustmarks
9. Key Points List
10. Social Proof
11. [Process Steps]
12. [Supporting Info]
13. [Follow-up CTA]
14. Slim Footer
8. Trustmarks
9. Key Points List
10. Social Proof
11. [Process Steps]
12. [Supporting Info]
13. [Follow-up CTA]
14. Slim Footer
Landing Page "Essentials"
[Element] = Optional, depends on landing page type Angie Schottmuller (@aschottmuller), Three Deep Marketing
Landing Page Elements 1. Slim Header 2. Headline 3. Subheader (Offer/UVP) 4. [Directional Cue] 5. Hero Shot 6. [Form] 7. Call-to-Action (CTA) 8. Trustmarks 9. Key Points List 10. Social Proof 11. [Process Steps] 12. [Supporting Info] 13. [Follow-up CTA] 14. Slim Footer
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Landing Page Elements 1. Slim Header 2. Headline 3. Subheader (Offer/UVP) 4. [Directional Cue] 5. Hero Shot 6. [Form] 7. Call-to-Action (CTA) 8. Trustmarks 9. Key Points List 10. Social Proof 11. [Process Steps] 12. [Supporting Info] 13. [Follow-up CTA] 14. Slim Footer
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Tip: Cut out and rearrange!
#3: CALL-TO-ACTION (CTA) Conversion Optimization Factors
Call-to-Action
Present ONE primary CTA as an obvious button.
Image Source: www.unbounce.com Angie Schottmuller (@aschottmuller), Three Deep Marketing
- Angie Schottmuller @aschottmuller
Each additional "action" on a landing page may reduce conversion by
50%
The CTA should be obvious... The !rst thing seen. The last thing remembered.
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Clockwork Conversion on the 12-Hour Color Wheel
MAIN COLOR CTA COLOR
12
6
9 3
4
5 7
8
10
11 1
2
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Clockwork Conversion on the 12-Hour Color Wheel
12
6
9 3
4
5 7
8
10
11 1
2
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Clockwork Conversion on the 12-Hour Color Wheel
MAIN COLOR
CTA COLOR
12
6
9 3
4
5 7
8
10
11 1
2
Angie Schottmuller (@aschottmuller), Three Deep Marketing
"Complementary" CTA Color
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Reserve CTA Color for Optimal Impact
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Here it's used in multiple places which defeats the purpose of making the primary CTA stand out.
P.S. HelloBar.com ROCKS for boosting conversions though!
The default...
- Ryan Engley @ryan_engley - Unbounce
Never ! Submit
Convert More Leads Today Download your #ID2013 #CRO guide
No email or credit card required... just conversion optimism!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Download ID2013 CRO Guide Start converting more leads today!
No email or credit card required... just conversion optimism!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Eye Path Directional Cues
Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
Look Path Matters…
Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
Connect the Dots…
Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
CALL-TO-ACTION CHECKLIST q Obvious
q Speci!c (What)
q Value-Added (Why)
q Reserved Color
q Clear Path
q Supported
Download ID2013 CRO Guide Start converting more leads today!
No email or credit card required. . . just conversion optimism!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
- Angie Schottmuller @aschottmuller
"Over 90% of landing pages fail to use an optimized CTA with a
reserved, complementary color."
#4: WEB FORMS Conversion Optimization Factors
Adobe Test&Target Landing Page
...and they want us to "Submit"
Lead Generation Funnel
Simplify Forms: q Merge First and Last Name
q Drop Phone
q Drop Address (unless for mailer)
q Hide City and State (compute from Zip)
q Default Zip from geoIP
q Drop non-required !elds 55101
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Use This Geolocation Lookup Code!
End mega-!eld forms! Here's JavaScript showing how to use free Google Loader and MaxMind API tools to capture city, state, country, Zip and more values. >> Use it to default locations form !elds!
</M
EGAFIELDS>
http://bit.ly/geoipcodeexample
SHARE WITH YOUR DEVELOPER!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
#5: CREDIBILITY Conversion Optimization Factors
Truth in Advertising
Credibility "Sources"
• Testimonials • Case Studies • Press • Social Media • Negative Comments • Reviews • Real People
• Industry Awards • Speci!cs • Accreditations • Google/Bing Results • Website Design • SSL Certi!cate • E-commerce-Secure
See more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements
Include Video
>> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga
"Explainer" videos increase conversion by
+20% Source: Unbounce.com http://bit.ly/explainervideostats
- Gregory Ciotti @GregoryCiotti
"Your customers will always be more
persuasive than you."
Source: Basecamp.com
Good Reviews Include: § Use of "I" / Customer's view § Problem/challenge info § Solution/satisfaction speci!cs § Customer info (name, location, date, photo) § Persona info (role, age, etc.) § Review Source (e.g. Yelp, Google)
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Help Users Craft a Good Review!
Mock-up Text Snippet for Requests:
Questions to help draft a response:
- How would you describe me as a professional? - In what areas have I demonstrated expertise? - How would you describe the quality of my work? - What did you like best about my work? - What skills do we uniquely bring to the table? - Would you hire us/me again? If yes, why?
Angie Schottmuller (@aschottmuller), Three Deep Marketing
LinkedIn Recommendations
Thanks for moderating the Social Media Meet ROI session at SES Chicago! Might you be willing to write a brief recommendation for me? I'd love to include your feedback on my LinkedIn pro!le.
Questions to help draft a response: - How would you describe me as a speaker/marketer/blogger? - What marketing topics have I demonstrated expertise? (e.g. SEO, social ROI, conversion) - How would you describe the quality/type of content I present/write? - What did you like best about my presentation? - What skills do I uniquely bring to the table? - Would you want me on your team for future projects? If yes, why? Here's a link to my preso: http://bit.ly/socialmediameetroi
I'm always interested in continuous improvement, so please feel free to pass on constructive feedback via email as well. Thanks in advance for helping me out!
Angie
80% CONVERSION RATE
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Sample Questions Aid Good, Quick Reviews! Provided Questions 1. How would you describe me as a
speaker / marketer / blogger?
2. What marketing topics have I demonstrated expertise?
3. How would you describe the quality/type of content I present/write?
4. What did you like best about my presentation?
5. What skills do I uniquely bring to the table?
6. Would you want me on your team for future projects? If yes, why?
Recommendation Received 1. Angie is a smart, sharp, insightful
digital strategist with a !nger on the pulse of new marketing industry.
2. 3. Her analysis of how to approach the
question social media ROI is one of the best I've seen
4. -- real, rigorous, no-nonsense.
5. She's also a fun and engaging speaker.
6. I highly recommend her for both client engagements and speaking opportunities.
- Giovanni Rodriguez, Dec 25, 2012 CEO of SocialxDesign, SES Advisory Board
Angie Schottmuller (@aschottmuller), Three Deep Marketing
#6: INSTANT GRATIFICATION Conversion Optimization Factors
Offer / "Bait" Ideas
• Free Gift/Service • $ Savings • Time Savings • Exclusive Peek • Tool
(e.g. "Help Me Choose")
• Event • Download • Webinar • Contest • Entertainment
Provide real, equivalent or better value that justi"es user entry of form data.
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Some users want fast action or answers...
NOW.
Live Chat Boosters
Proceed to Checkout Personalize it!
Live Chat Boosters
Proceed to Checkout Personalize it!
95% of mobile users search for a business from their phone, and then...
59% visit a business.
61% call a business.
99% take action in 24 hrs.
Source: Google - The Mobile Movement Study, 2011
Adjust Actions for Device Context
TIP: Style using CSS3 buttons! (No images) http://bit.ly/css3gradientbuttons
Creating Click-to-Call (CTC) Links
1. Select the phone number.
2. Make it a hyperlink: Syntax: "tel:+" + [country code] + [phone #]
Example: tel:+13055551234
See RFC 3966 for speci"cations: http://bit.ly/rfc3966
Click-to-Call Conversion Tips
HTML with Google Analytics Tracking:
<a href="tel:+13055551234" ! class="clicktocall" onClick="_gaq.push(['_trackEvent', ! 'Contact Us','Click-to-Call',this.innerHTML]);"! >Call for a FREE Quote (305) 555-1234</a>!
Hours: Monday - Friday, 8am - 4pm CT
Call for a FREE Quote (305) 555-1234
Click-to-Call
Angie Schottmuller (@aschottmuller), Three Deep Marketing
CONVERSION OPTIMIZATION POWER TIPS
1. User-Centered Strategy 2. Landing Page "Essentials" 3. Optimized Call-to-Action
4. Simple Forms 5. Credibility
6. Instant Grati!cation
6
Angie Schottmuller (@aschottmuller), Three Deep Marketing
LOTS OF TACTICS... How to Prioritize?
Conversion Optimization Audit Tier 1 = 5-SECOND TEST
ü Who is the company? ü Do they appear credible? ü What are they offering? ü What is the call-to-action?
Angie Schottmuller (@aschottmuller), Three Deep Marketing
5-SECOND TEST A web page will be displayed for !ve seconds.
See what you can remember. READY?
5-Second Test
5-SECOND TEST RESULTS
What do you remember?
ü Who is the company? ü Do they appear credible? ü What are they offering? ü What is the call-to-action?
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Use the 5-Second Test!
TIP: !vesecondtest.com (@!vesecondtest) provides this as an online service!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Key Takeaways
• Understand user goals and all 4 persona types • Use landing page "essential" elements • Reserve a complementary CTA color
• Reduce form !elds • Show, don't tell
• Provide instant grati!cation options • Employ the 5-second test!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Questions? At Three Deep, we truly "get-it" when it comes to conversion and maximizing ROI. Please reach out if your business needs help de!ning a strategy or test plan to get more ROI out of your existing efforts!
Contact Me for a Consultation Boost your ROI with conversion optimization!
Angie Schottmuller Director, Interactive Strategic Planning & Optimization
@aschottmuller � [email protected]