ses new york 2011: conversion tool box - by bryan eisenberg

© 1998 - 2011 BryanEisenberg.com

The Toolbox for Continuous The Toolbox for Continuous Marketing OptimizationMarketing Optimization

Bryan Eisenberghttp://www.bryaneisenberg.com@TheGrok

Before: Un-Optimized Version

http://www.bryaneisenberg.com/


http://www.bryaneisenberg.com

http://tr.im/mmsc3


CRO Models

• Tools - Insights, Creating Pages, Testing, Personalization, Campaign & Automation

• People - Insight, Management, Creative Execution, Test Setup, Implementation, Outsource

• Process - Planning and Creating New Ads & Content, Optimizing Old Ads & Content


$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia


6

92:1

Companies typically spend $92 to bring customers to

their site.

But only $1 to convert them.


Don’t do Slice & Dice Optimization


Can You Spot The Differences?


“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein

It’s Not About What but Why!

Optimize All You Want


Testing, It’s All About Motivations & Influencing

People


Do you have a structured approach to improving conversion rates?

Response 2010: 283Response 2009: 270

Source: 2010 Conversion Report from eConsultancy


48% No control overconversion

Limited time and resources are the major barrier to improving conversion



61% do less than 5 tests per month

On average, how many tests do you carry out each month on your website?

Response 2010: 222 Response 2009: 271



Omniture & Google Analytics


Form Analytics


Voice of Customer


Call Tracking


Speed Check

http://www.websiteoptimization.com/services/analyze/

http://www.websiteoptimization.com/services/analyze/


Smush Those Graphics


Using Video For Products

• Video boost conversion rates by an average of 9%. (Internet Retailer, October 2010)

• Products that have videos are 95% more likely to be bought. (Internet Retailer, April 2010)

• Video adds two minutes to visitors' stays on retail sites. (Comscore, August 2010)

• Video increases the likelihood of a front-page Google search result by 96% with proper page optimization. (Forrester, January 2010)

Source: http://onlinevideograder.com/grader/

http://onlinevideograder.com/grader/


TreePodia


Variation A Variation B Variation C

In the background Treepodia’s Smart Video Platform generates a few versions of each video, analyzes CVR performance, & directs traffic flow to the best performing variation, automatically

100 Views3 Orders

100 Views1 Order

100 Views6 Orders


Dynamic Video Sitemap

Traffic

http://www.google.com/search?q=site:onlinegolf.co.uk&tbo=p&tbs=vid:1&source=vgc&hl=en&aq=f


UserTesting.com/ppctest

SES2011


Mockflow


Get Premise


Free Behavioral Targeting


Testing With Google Website Optimizer


Testing for Low Traffic Websites


Optimizely


Monetate

BEST OF 2010

• Conversion impact as high as 55%

Badging

• Average conversion improvement range

5%-20% (As high as 100%)

MESSAGE CONSISTENCY

• Conversion improvement as high as 12%

Tax Free

• Conversion improvement as high as 100%

international

• Acquisition improvement as high as 1000%

email acquisition


Contests Are Crowd Sourced to Their Network

3

Boosters scan for contests to enter


Advertiser approves the ad

6

You Approve the Ads to Test


Advertiserstrack the progress of their contests

BOOSTCTR TRACKS THE CONTESTS AND REPORTS ON RESULTS


Run The Boosted Ads and Pause Others


Get Speeding!


It’s Not the Tool, It’s How You Use It

http://mo.am/21secrets

http://mo.am/21secrets


Thank you for listening!

Bryan Eisenberg

[email protected]

Read our blog: www.BryanEisenberg.com

Call us at (347) 470-GROK (4765)

Follow me on Twitter Please:

@TheGrok

ses new york 2011: conversion tool box - by bryan eisenberg

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