Conversion Optimization
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The document discusses conversion architecture and strategies for improving conversion rates. It emphasizes clarifying target outcomes, profiling target markets, reducing friction for visitors, and optimizing landing pages. Key points include spending the first 13 seconds convincing visitors they are on the right site, sending traffic to targeted landing pages rather than homepages, using strong calls to action, and continuously testing pages through tools like Google Website Optimizer to improve conversion rates.
Conversion Optimization
- 3. Virtually all web sites have a “PERSUASIVE PURPOSE”
- 4. To change what people think and do online, you need to first clarify YOUR TARGET OUTCOMES and then make sure everything leads to those outcomes
- 5. If an industry standard for conversion hovers at 2%, the question you might ask is:
- 6. If an industry standard for conversion hovers at 2%, the question you might ask is: What am I doing that is driving 98% of my audience away?
- 7. “Once searchers arrive on your landing pages, you have 13.6 seconds to convince visitors that they are on the right site.” Gordon Hotchkiss, President and CEO of Enquiro Search Solutions, Inc AS of 2011, that figure has dropped to 8.5 seconds
- 8. “Once searchers arrive on your landing pages, you have 13.6 seconds to convince visitors that they are on the right site.” Gordon Hotchkiss, President and CEO of Enquiro Search Solutions, Inc AS of 2011, that figure has dropped to 8.5 seconds
- 27. Did you know….
- 29. THE CONVERSION FUNNEL • Profiling • Conversion techniques • Acquisition channels • Don’t make me think! • Reduce the friction burns • What your website pages should have…
- 30. THE CONVERSION FUNNEL • Profiling • Conversion techniques • Acquisition channels • Don’t make me think! • Reduce the friction burns • What your website pages should have…
- 31. YOUR WEBSITE IS A FUNNEL
- 32. What is the most effective and simplest form of conversion on a website today?
- 35. Who is your target market? • Demographics – Age, sex, location, language • Psychographic – Social class, lifestyle, opinions, values • Behaviors – Are they looking for information?
- 36. Who is your target market? • Demographics – Age, sex, location, language • Psychographic – Social class, lifestyle, opinions, values • Behaviors – Are they looking for information?
- 37. TARGET MARKET
- 38. TARGET MARKET Bob Back for More
- 39. TARGET MARKET Bob Back for More Mary First Time Here
- 40. TARGET MARKET Bob Back for More Mary First Time Here Jim Ready to Buy
- 41. BUT • They want different things • They have different problems and/or needs • They are at different points within their buying cycle • Each one will make the buying decision in a different way
- 42. • The problem they are having • The solution they desire • The products/services you offer • Geographically • Demographically • Who they are/how do they see themselves
- 43. • Profile the potential customers Demographics User Behaviors Psychographics
- 48. What are the various methods to send traffic to your website ?
- 49. What are the various methods to send traffic to your website ?
- 50. PPC Channel Example
- 52. Are we sending our message to the proper target market?
- 54. Don’t make me think!
- 55. Don’t make me think! Where do I go?
- 56. Am I on the right site? Don’t make me think! Where do I go?
- 57. Am I on the right site? Don’t make me think! Where do I go? I don’t see what I’m looking for!
- 58. Am I on the right site? Don’t make me think! Where do I go? I don’t have time! I don’t see what I’m looking for!
- 61. Almost 80% of traffic will not land on your home page • Search engines will index every page of the site independently – not just the homepage • The page the user lands on should be based on what they have searched for • Do not send traffic to your homepage – unless you absolutely need to
- 62. Reality
- 63. Your Search: Panasonic 7.2MP Digital Camera Your Landing Page
- 64. Your Search: Panasonic 7.2MP Digital Camera Your Landing Page This strategy will increase conversion and customer satisfaction
- 65. • A Strong Call To Action - period
- 69. • Pose a question and an answer to engage the visitor Q: “Are you worried about eating transfat food?” A: “Sign up for our free newsletter and instantly receive nutritional information on local restaurants!”
- 72. Not this But this
- 74. • Use Google Website Optimizer • Free to use • A/B testing functionality • Help increases conversion rates • Increases customer satisfaction www.google.com/ websiteoptimizer
- 75. • Continuous testing is key – you can always make improvements on your page that can increase conversion • Use variations of the image, text, call to actions, and bonus offers to see which works the best
- 78. QUESTIONS? 407-574-5334 Presenter: Stewart Bernard SIMPLIFYWITHWSI.COM Digital Marketing Specialist WSI
- 79. QUESTIONS? 407-574-5334 Presenter: Stewart Bernard SIMPLIFYWITHWSI.COM Digital Marketing Specialist WSI
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- #30: Websites today are often compared to funnels – it’s a funnel analogy. People come to our websites, browse around, look at the product catalogues and then they finally arrive hopefully at the shopping carts and contact forms. Which ultimately provides us with leads and customers.\n
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- #34: So lets try and picture who the potential audiences are. There could be potentially many different audience profiles for any one of your clients web sites. Generally they can be broken into 3 segments – Mary – just looking, Bob who is already a customer coming back for more and Jim the prospect who is ready to buy.\n
- #35: So lets try and picture who the potential audiences are. There could be potentially many different audience profiles for any one of your clients web sites. Generally they can be broken into 3 segments – Mary – just looking, Bob who is already a customer coming back for more and Jim the prospect who is ready to buy.\n
- #36: So lets try and picture who the potential audiences are. There could be potentially many different audience profiles for any one of your clients web sites. Generally they can be broken into 3 segments – Mary – just looking, Bob who is already a customer coming back for more and Jim the prospect who is ready to buy.\n
- #37: The problem being is that everyone who lands on our websites are potential customers but they all want different things. They have different problems. They are at different points of their buying cycle and each one will make their decisions in different ways. \n
- #38: So to make it easier for WSI Consultants to gather this intelligence on your clients visitor profiles, we have created a document called the Information Architecture questionnaire. If you have not received this document yet, please go to MAPS, Knowledge Management, Intranet and click on the link WSI Sales System – within this area you can download all related resources to the new WSI Sales System as well as the Information Architecture document. \nThis document allows you the WSI Consultant to meet with your client, after you have closed the deal (based on the new WSI Sales System) and sit down with your clients to these kinds of questions about who they think their customers segment.\n\nHere are some examples related to the slide: The example would be related to a plastic surgery clinic website –\nProblem – The audience is having a problem of being overweight\nSolution – They would like to receive liposuction\nProducts/services – 5 minute lipo whilst on your lunch\nGeographically – located in the main city center\nDemographically – procedures available to men and women. Old and young. If you want to spend $1000’s or if you have a couple of $100\nHow they see themselves – grossly disfigured, perfect but want to be even more perfect\nBuying cycle – Just looking (never had surgery before, information gathering) Know what they are looking for (more research, looking at prices, looking for a reason to buy from you) Ready to buy (wants to use your website to find your address, phone number, book an appointment online\n
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- #71: Then hopefully become customers\n
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