optimizing your web traffic: turning data and insight into actionable marketing results
TRANSCRIPT
Optimizing Your Web Traffic:
Turning Data and Insight into Actionable Marketing Results
Alex Harris @alexdesignsConversion Optimization, Director
Over 2,500+ consultants
$500MM in annual revenue
Agency focused on results
5,000+ tests completed
Took $50MM company public
10+ Years of experience
Strategy, Design & Testing Since 2000
2000 - 2011 2011 - 2015 2016 -
alexdesigns.com
Free Assessment: [email protected]
5 Examples +1 Case Study
QualitativeQuantitative
Collect Data & Insight
Data
Now What?
Analytics & Testing Software
Establish specific KPIs to meet business goals.
Data Analysis
Use data to validate your hypothesis through A/B testing.
INSIGHT
flickr.com/photos/thebrightonsalon/
Learn Your Ideal Customer
2016UserTesting.comSurvey
Have A Research Team?
Most companies don’t have the resources to gather feedback.
Research & Feedback
Collect qualitative insight and learn from customer feedback.
Create Your Hypothesis
Estimate the strategy for improvement.
Iterative Experiments
Don’t Guess, Test!
Examples
Reengineer top advertisers to increase lead generation.
Loans
1
Example: Homepage used as landing page
Example: Homepage Content
Example: Footer
Example: Mobile Homepage
Marketing SoftwareCurrent Tools for Ondeck.com
Cohort analysis across referral traffic.
Data Determines Who Converts
Funnel Tracking
Funnel tracking to decrease abandonment.
Example: Funnel
Discover FAQs & voice of the customer from your visitors.
Live Chat
Improve email opt-ins on visitors that are leaving your website.
Exit Modal Box
Retargeting Ads
Follow-on ads to visitors that leave your website.
Education
2
Example: Landing Page
Example: Another Landing Page Variation
Example Funnel
Example Funnel
Marketing Software
Segmentation By Device
Prioritize the devices to improve.
Increase ROAS
Manage ads, analytics and optimization of paid media.
Phone Tracking
Attribution of calls to channel & ads
Competitive PPC Analysis
See your competitors ads and test their ideas.
Competitor Landing Pages
See your competitors landing pages. Then test their ideas.
Service
3
Example: Landing Page
Example: Landing Page
Example: Mobile Landing Page
Example: Funnel
Example: Survey
Example: Local Landing Pages
Example: Feedback Survey
Example: Affiliate Landing Pages
Marketing SoftwareCurrent Tools for TruGreen
Recordings & Funnels
Find out why users are leaving your funnel.
Usability Testing
Ask your ideal customers questions about your website.
Attorney
4
Example: Funnel
Recordings & Funnels
Find out why users are leaving your funnel.
Example: Mobile
Example: Mobile
Example: Homepage
/landing-page.html
/blog-post.html
/about-us.html
Top Landing Pages
Prioritize where to start testing.
Banking
5
Example Funnel
Example Funnel
Example Funnel
Example Funnel
Example Funnel
Segmentation
Target specific groups of traffic to personalize experience.
http://www.nickycakes.com/whatrunswhere-busting-open-new-markets/
Track Competitors Creative
Review your competitions online ads.
Case Study
Mortgage
Mortgage
“I was having trouble with conversion rates on the landing pages for my online marketing campaign….I could get traffic there, but visitors were not converting.”Jared Martin,Chief Executive OfficerKeystone Funding
Marketing SoftwareCurrent Tools for Keystone Funding
Case Study: Original Homepage
Marketing SoftwareRecommended Tools for Keystone Funding
Videos
Landing Pages
Funnel Reporting
Polls
Define Problem:- Where: Google Analytics- Why: User Testing- What: Heatmaps and Recordings
Solution:- Create a funnel- Interactive UX- Compare rates- Headline match ad
Goals:- Increase online leads- Educate visitors- Improve quality of leads- Influence more phone calls- Double Conversion Rate
Hypothesis
Wireframes
1 & 2 - Compare Rates 3- Lead Form 4 - Thank You
Ideal Landing Page Report
Mortgage - Results
“After 3 months the conversion rate on my landing page increased by 5x!!”Jared Martin,Chief Executive OfficerKeystone Funding
WINNER!
Summary
Rapid Iterative Testing
Small Business Big Money Online
Written by Alex HarrisForeword by Bryan Eisenberg
AlexDesigns.com/book
Free Assessment: [email protected]