Conversion Optimization - 6 Power Tricks of the Trade
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The document outlines six essential conversion optimization strategies by Angie Schottmuller, including a user-centered marketing approach, effective landing page elements, prominent call-to-action (CTA) buttons, simplified web forms, building credibility, and providing instant gratification to users. Key insights on understanding user goals and preferences are emphasized alongside practical tips for enhancing web conversions. The document also includes case studies and design recommendations geared towards maximizing return on investment (ROI) in digital marketing efforts.
![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](https://image.slidesharecdn.com/conversion-optimization-6-power-tricks-of-the-trade-angie-schottmuller-id2013-130516131333-phpapp02/85/Conversion-Optimization-6-Power-Tricks-of-the-Trade-15-320.jpg)
![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](https://image.slidesharecdn.com/conversion-optimization-6-power-tricks-of-the-trade-angie-schottmuller-id2013-130516131333-phpapp02/85/Conversion-Optimization-6-Power-Tricks-of-the-Trade-20-320.jpg)
![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](https://image.slidesharecdn.com/conversion-optimization-6-power-tricks-of-the-trade-angie-schottmuller-id2013-130516131333-phpapp02/85/Conversion-Optimization-6-Power-Tricks-of-the-Trade-21-320.jpg)
![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](https://image.slidesharecdn.com/conversion-optimization-6-power-tricks-of-the-trade-angie-schottmuller-id2013-130516131333-phpapp02/85/Conversion-Optimization-6-Power-Tricks-of-the-Trade-22-320.jpg)
![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 specifications: http://bit.ly/rfc3966](https://image.slidesharecdn.com/conversion-optimization-6-power-tricks-of-the-trade-angie-schottmuller-id2013-130516131333-phpapp02/85/Conversion-Optimization-6-Power-Tricks-of-the-Trade-68-320.jpg)
![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) 555-1234Click-to-Call
Angie Schottmuller (@aschottmuller), Three Deep Marketing](https://image.slidesharecdn.com/conversion-optimization-6-power-tricks-of-the-trade-angie-schottmuller-id2013-130516131333-phpapp02/85/Conversion-Optimization-6-Power-Tricks-of-the-Trade-69-320.jpg)
Conversion Optimization - 6 Power Tricks of the Trade
- 1. 6CROAngie Schottmuller - @aschottmuller - Three Deep Marketing POWERTRICKS OFTHETRADE CONVERSION OPTIMIZATION
- 2. 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
- 3. Director, Interactive Strategic Marketing & Optimization aschottmuller@threedeepmarketing.com Angie Schottmuller @aschottmuller
- 4. 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 Ÿ (651) 789-7701 www.threedeepmarketing.com WE'RE HIRING!
- 7. #1: USER-CENTERED STRATEGY Conversion Optimization Factors
- 8. - 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 first achieve theirs."
- 9. 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
- 10. 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?
- 11. "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
- 12. "Spontaneous" Persona Type • Attitude: Personal, activity-oriented • Use of Time: Undisciplined, fast-paced • Desirable Actions: Express, Choose, Refine, Personalize Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 13. "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
- 14. "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
- 15. 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
- 16. 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
- 17. #2: LANDING PAGE ELEMENTS Conversion Optimization Factors
- 19. 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
- 20. 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
- 21. 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
- 22. 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
- 23. Tip: Cut out and rearrange!
- 24. #3: CALL-TO-ACTION (CTA) Conversion Optimization Factors
- 25. Call-to-Action Present ONE primary CTA as an obvious button. Image Source: www.unbounce.comAngie Schottmuller (@aschottmuller), Three Deep Marketing
- 26. - Angie Schottmuller @aschottmuller Each additional "action" on a landing page may reduce conversion by 50%
- 27. The CTA should be obvious... The first thing seen. The last thing remembered. Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 28. Clockwork Conversion on the 12-Hour Color Wheel MAIN COLOR CTA COLOR 12 6 9 3 4 57 8 10 11 1 2 Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 29. Clockwork Conversion on the 12-Hour Color Wheel 12 6 9 3 4 57 8 10 11 1 2 Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 30. Clockwork Conversion on the 12-Hour Color Wheel MAINCOLOR CTACOLOR 12 6 9 3 4 57 8 10 11 1 2 Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 31. "Complementary" CTA Color Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 32. 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!
- 33. The default...
- 34. - Ryan Engley @ryan_engley - Unbounce Never !Submit
- 35. Convert More Leads Today Download your #ID2013 #CRO guide No email or credit card required... just conversion optimism! Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 36. Download ID2013 CRO Guide Start converting more leads today! No email or credit card required... just conversion optimism! Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 37. Eye Path Directional Cues Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
- 38. Look Path Matters… Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
- 39. Connect the Dots… Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
- 40. CALL-TO-ACTION CHECKLIST q Obvious q Specific (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
- 41. - Angie Schottmuller @aschottmuller "Over 90%of landing pages fail to use an optimized CTA with a reserved, complementary color."
- 42. #4: WEB FORMS Conversion Optimization Factors
- 43. AdobeTest&Target LandingPage ...and they want us to "Submit"
- 45. 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 fields 55101 Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 46. Use This Geolocation Lookup Code! End mega-field 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 fields! </MEGAFIELDS> http://bit.ly/geoipcodeexample SHARE WITH YOUR DEVELOPER! Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 49. #5: CREDIBILITY Conversion Optimization Factors
- 51. Credibility "Sources" • Testimonials • Case Studies • Press • Social Media • Negative Comments • Reviews • Real People • Industry Awards • Specifics • Accreditations • Google/Bing Results • Website Design • SSL Certificate • E-commerce-Secure See more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements
- 52. Include Video >> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga
- 53. "Explainer" videos increase conversion by +20% Source: Unbounce.com http://bit.ly/explainervideostats
- 54. - Gregory Ciotti @GregoryCiotti "Your customers will always be more persuasive than you."
- 56. Good Reviews Include: § Use of "I" / Customer's view § Problem/challenge info § Solution/satisfaction specifics § Customer info (name, location, date, photo) § Persona info (role, age, etc.) § Review Source (e.g. Yelp, Google) Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 57. 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
- 58. 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 profile. 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
- 59. 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 finger 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
- 60. #6: INSTANT GRATIFICATION Conversion Optimization Factors
- 62. 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 justifies user entry of form data. Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 63. Some users want fast action or answers... NOW.
- 64. Live Chat Boosters Proceed to CheckoutPersonalize it!
- 65. Live Chat Boosters Proceed to CheckoutPersonalize it!
- 66. 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
- 67. Adjust Actions for Device Context TIP: Style using CSS3 buttons! (No images) http://bit.ly/css3gradientbuttons
- 68. 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 specifications: http://bit.ly/rfc3966
- 69. 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) 555-1234Click-to-Call Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 70. CONVERSION OPTIMIZATION POWER TIPS 1. User-Centered Strategy 2. Landing Page "Essentials" 3. Optimized Call-to-Action 4. Simple Forms 5. Credibility 6. Instant Gratification 6 Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 71. LOTS OF TACTICS... How to Prioritize?
- 72. 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
- 73. 5-SECOND TEST A web page will be displayed for five seconds. See what you can remember. READY?
- 74. 5-Second Test
- 75. 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
- 76. Use the 5-Second Test! TIP: fivesecondtest.com (@fivesecondtest) provides this as an online service! Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 77. Key Takeaways • Understand user goals and all 4 persona types • Use landing page "essential" elements • Reserve a complementary CTA color • Reduce form fields • Show, don't tell • Provide instant gratification options • Employ the 5-second test! Angie Schottmuller (@aschottmuller), Three Deep Marketing
- 78. Questions? At Three Deep, we truly "get-it" when it comes to conversion and maximizing ROI. Please reach out if your business needs help defining 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 Ÿ aschottmuller@threedeepmarketing.com