Anvil Conversion Optimization Webinar 1011
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The document is a presentation by Nick Herinckx from Anvil Media, Inc. on conversion optimization, covering its definition, benefits, and tactics to generate more conversions from existing website traffic. Key tactics include improving website layout, ensuring clear communication, utilizing trust elements, and conducting ongoing testing with various tools. Additionally, it provides contact information for further inquiries and promotes upcoming webinars on related topics.
Anvil Conversion Optimization Webinar 1011
- 1. Conversion Optimization Presented by: Nick Herinckx(@ nickherinckx) Senior Account Executive Anvil Media, Inc. 503.595.6050 ext. 233
- 2. About Anvil Media Anvil Media, Inc. is digital marketing agency specializing in search engine marketing services, including search engine optimization, pay-per-click management, online reputation management, mobile & social media marketing services.
- 3. Agenda • What is conversion optimization? • Benefits and return • Tactics for conversion optimization • How to create an online testing program • Testing tools
- 4. What is conversion optimization?
- 5. What is Conversion Optimization? Generate more conversions from your existing traffic. Involves testing elements of your website, such as layout and calls to action, to see which combination results in a higher % of your existing traffic converting.
- 8. Benefits and Return Typical Conversion Rate Site Visits Conversion Rate Conversions 15,500 2% 310 You’re failing 98% of the time.
- 9. Benefits and Return Conversion Rate After Optimization Site Visits Conversion Rate Conversions 15,500 4.5% 698 We’re failing less often
- 11. Benefits and Return Conversion Rate After Optimization Site Visits Conversion Rate Conversions 15,500 2.6% 403 We’re failing less often
- 14. Tactics for Conversion Optimization
- 15. How do we stop failing so much? How can we make more money from our existing traffic?
- 16. It’s about answering the right questions. The questions that your customers ask themselves subconsciously when they visit your website.
- 17. Questions • Can I Easily Find What I’m Looking For? • Can I Get All the Information I Need to Make a Decision • Why Should I Purchase from You? • Why Should I Purchase Now?
- 18. Can I Easily Find What I’m Looking For? 18
- 19. Can I Easily Find What I’m Looking For? Every page needs a headline Clear headlines & sub- headlines Just say what each page is about 19
- 20. Can I Easily Find What I’m Looking For? Which of these is better for a search on “woman’s dress shoes” ? 20
- 21. Can I Easily Find What I’m Looking For? 21
- 22. Can I Easily Find What I’m Looking For? 22
- 23. Can I Easily Find What I’m Looking For? Which of these is better for a search on “enterprise resource planning software” ? 23
- 24. Can I Easily Find What I’m Looking For? 24
- 25. Can I Easily Find What I’m Looking For? 25
- 26. Can I Easily Find What I’m Looking For? Faceted navigation Multiple ways to find your product or solutions pages 26
- 27. Can I Easily Find What I’m Looking For? 27
- 28. Can I Easily Find What I’m Looking For? 28
- 29. Can I Easily Find What I’m Looking For? 29
- 30. Can I Easily Find What I’m Looking For? Your site remembers users’ preferences 30
- 31. Can I Easily Find What I’m Looking For? 31
- 32. Can I Get all of the Information I Need to Make a Decision? 32
- 33. Can I Get all of the Information I Need? Allow users to compare multiple products side-by-side Use images and video, not everyone likes to read text! Reviews are a MUST! 33
- 34. Can I Get all of the Information I Need? 34
- 35. Can I Get all of the Information I Need? 35
- 36. Can I Get all of the Information I Need? 36
- 37. Can I Get all of the Information I Need? Quizzes and product finder applications help boost conversion rates for complicated products or solutions 37
- 38. Can I Get all of the Information I Need? 38
- 39. Can I Get all of the Information I Need? Change content offering depending on where they’re at in your website 39
- 40. Can I Get all of the Information I Need? 40
- 41. Why Should I Purchase from You? 41
- 42. Why Should I Purchase from You? Utilize visible trust elements on every page 42
- 43. Why Should I Purchase from You? My Favorite Trust Elements • Testimonials • Years in business • Awards • # of countries • Security badges • # of items shipped • Press mentions • Social media fans • # of customers
- 44. Why Should I Purchase from You? 44
- 45. Why Should I Purchase from You? 45
- 46. Why Should I Purchase Now? 46
- 47. Why Should I Purchase Now? Every product or solution page must state or hint at a reason to purchase sooner rather than later 47
- 48. Why Should I Purchase Now? 48
- 49. Why Should I Purchase Now? 49
- 50. Why Should I Purchase Now? 50
- 51. Example Return 51
- 52. 52
- 53. 53
- 55. How to Create an Ongoing Testing Program
- 57. Ongoing Testing Program My Favorite Tests • Call to action location & color • Page headlines • Form length • # of checkout pages • Location of trust elements • Number of calls to action
- 58. Ongoing Testing Program 58
- 59. Testing Tools
- 60. Google Website Optimizer (free) • www.google.com/websiteoptimizer
- 62. Q&A & Next Steps Read Anvil’s blog, articles & white papers Subscribe to our newsletter or follow us on Twitter Contact us with questions about how to make more money from your existing traffic Hallie Janssen Vice President Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 O: 503.595.6050 x221 M: 503.260.6700 hallie@anvilmediainc.com
- 63. Upcoming Anvil Webinars November 16th, 2011– 10am PST Advanced Social Media Strategies, Tactics & Tools December 14th, 2011 – 10am PST Competitive Intelligence: Creating opportunities through insights January 18th, 2012 – 10am PST Brand Management for Hospitality Industry Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing- webinars