anvil conversion optimization webinar 1011
Post on 18-Oct-2014
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Conversion Optimization
Presented by:Nick Herinckx(@ nickherinckx)Senior Account ExecutiveAnvil Media, Inc.503.595.6050 ext. 233
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.
Agenda
• What is conversion optimization?• Benefits and return• Tactics for conversion optimization• How to create an online testing program• Testing tools
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.
What is Conversion Optimization?
FAIL LESS OFTEN
Benefits and Return
Benefits and Return
Site Visits Conversion Rate
Conversions
15,500 2% 310
Typical Conversion Rate
You’re failing 98% of the time.
Benefits and Return
Site Visits Conversion Rate
Conversions
15,500 4.5% 698
Conversion Rate After Optimization
We’re failing less often
Benefits and Return
Benefits and Return
Site Visits Conversion Rate
Conversions
15,500 2.6% 403
Conversion Rate After Optimization
We’re failing less often
Benefits and Return
Benefits and Return
Tactics for Conversion Optimization
How do we stop failing so much?
How can we make more money from our existing
traffic?
It’s about answering the right questions.
The questions that your customers ask
themselves subconsciously when
they visit your website.
• 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?
Questions
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Can I Easily Find What I’m Looking For?
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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
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Can I Easily Find What I’m Looking For?
Which of these is better for a search on “woman’s dress
shoes” ?
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Can I Easily Find What I’m Looking For?
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Can I Easily Find What I’m Looking For?
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Can I Easily Find What I’m Looking For?
Which of these is better for a search on “enterprise resource
planning software” ?
24
Can I Easily Find What I’m Looking For?
25
Can I Easily Find What I’m Looking For?
26
Can I Easily Find What I’m Looking For?
Faceted navigation
Multiple ways to find your product or solutions pages
27
Can I Easily Find What I’m Looking For?
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Can I Easily Find What I’m Looking For?
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Can I Easily Find What I’m Looking For?
30
Can I Easily Find What I’m Looking For?
Your site remembers users’ preferences
31
Can I Easily Find What I’m Looking For?
32
Can I Get all of the Information I Need to Make a Decision?
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!
34
Can I Get all of the Information I Need?
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Can I Get all of the Information I Need?
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Can I Get all of the Information I Need?
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Can I Get all of the Information I Need?
Quizzes and product finder applications help boost conversion rates for complicated products or solutions
38
Can I Get all of the Information I Need?
39
Can I Get all of the Information I Need?
Change content offering depending on where they’re at in your website
40
Can I Get all of the Information I Need?
41
Why Should I Purchase from You?
42
Why Should I Purchase from You?
Utilize visible trust elements on every page
My Favorite Trust Elements
• Testimonials• Awards• Security badges• Press mentions• # of customers• Years in
business• # of countries• # of items shipped• Social media fans
Why Should I Purchase from You?
44
Why Should I Purchase from You?
45
Why Should I Purchase from You?
46
Why Should I Purchase Now?
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Why Should I Purchase Now?
Every product or solution page must state or hint at a reason to purchase sooner rather than later
48
Why Should I Purchase Now?
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Why Should I Purchase Now?
50
Why Should I Purchase Now?
51
Example Return
52
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How to Create an Ongoing Testing Program
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
Ongoing Testing Program
58
Ongoing Testing Program
Testing Tools
Google Website Optimizer (free)
• www.google.com/websiteoptimizer
Q&A & Next Steps
Hallie JanssenVice President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x221M: 503.260.6700 hallie@anvilmediainc.com
Read Anvil’s blog, articles & white papersSubscribe to our newsletter or follow us on
TwitterContact us with questions about how to
make more money from your existing traffic
Upcoming Anvil WebinarsNovember 16th, 2011– 10am PSTAdvanced Social Media Strategies, Tactics & Tools
December 14th, 2011 – 10am PSTCompetitive Intelligence: Creating opportunities through
insights
January 18th, 2012 – 10am PSTBrand Management for Hospitality Industry
Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing-webinars
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