ses toronto: top tips for conversion optimization

Toronto | June 11–13

Top Tips for Conversion Optimization

Jason WellsCEO, [email protected]: @jasonrwellsTwitter: @logmycalls

mailto:[email protected]

Toronto | June 11–13, 2012 | #sesto

Conversion Rate

The most critical statistic in marketing because it is directly tied to profits

The % of people that do something you want them to do

Fill out a landing page form Click on a ‘Request a Demo’ button from a web page Buy a product Download a piece of content Call

Conversion rate optimization is a long-term process @logmycalls


What is a ‘Good’ Conversion Rate?

There is no correct answer. It depends on a variety of factors.

The Offer… Our White Paper landing pages average a 41.3%

conversion rate Our ‘Request a Demo’ landing pages average a 7.5%

conversion rate

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• PPC• Median – 3.5%• Mean – 8.4%

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• Organic• Median – 4.0%• Mean – 8.0%

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Conversion Rate: A Funnel Perspective

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Awareness

Engagement

Evaluation

Conversion

Loyalty


Conversion Rate: A Funnel Perspective

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Marketing Qualified Leads- Blog Subscriptions- Newsletter Registrations

Sort of Sales Ready Leads- Webinar Registrations- White Paper Registrations

Sales Ready Leads- Meeting Requests- Demo Requests- Free Trials- Inbound Phone Calls

High Landing Page Conversion

Low Landing Page Conversion


Conversion Rate: The Process

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Blog Subscription

Form On-Page

Thank You Page (With White Paper Form)

Thank You Page (With Demo Form)

Retreat Offer (Watch a Video or

Webinar)

Retreat Offer (They Stay on

the Page)None

Marketing Qualified Leads- Blog Subscriptions- Newsletter Registrations



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Whitepaper Landing Page

Thank You Page (With Demo Form)

Thank You Page With CALL NOW &

Phone Number

Retreat Offer (Another White

Paper or Webinar)

Retreat Offer (Another WP or

Webinar)

Thank You Page (With Demo Offer)

Sort of Sales Ready Leads- Webinar Registrations- White Paper Registrations

Note: Putting an actual form on a Thank You or Confirmation Page, not a button linking to another page, increases conversion rates.


Conversion Rate: The Thank You Page

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‘Thank you’ or ‘Confirmation’ page with form rather than a button increases conversion rates 5% - 8%



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Demo Landing Page

Thank You Page (Call us Now – Phone Number)

Talk to Them on the Phone

Retreat Offer (White Paper or

Webinar)

Retreat Offer (White Paper or

Webinar)

Thank You Page (With Blog or Newsletter

Subscription)

Sales Ready Leads- Meeting Requests- Demo Requests- Free Trial- Inbound Phone Calls


Conversion Rate: Some Things to Remember

• The more touches (Thank You Pages, Forms, Retreat Offers) you have, the higher your conversion rate will be.

• View conversion rate optimization as a process not merely ‘getting a better landing page’

• Different businesses will want to produce different types of leads and should expect different conversion rates.

• Download• Demo• Trial• Purchase• Phone Call

• The higher the landing page conversion rate, the lower the lead-to-customer conversion rate. @logmycalls


Forgotten Conversion Rate

• Don’t forget to track secondary pages (Thank You, Retreat) for conversion rate.

• Primary conversion rate and secondary conversion rate will be different.

• Don’t forget to track phone calls landing pages produce (or phone calls subsequent searches produce)

• Don’t forget to track social media engagement

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Forgotten Conversion Rate

• Example 1: • We just concluded an email marketing campaign that

produced a 42.1% landing page conversion rate for a White Paper download.

• BUT it also produced several inbound phone calls FROM the landing page.

• 80% of those calls resulted in demos

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What is a ‘Comprehensive’ Conversion Rate?

• A comprehensive conversion rate includes much more than the % of people that completed a landing page form:

• How many calls did your landing page drive?

• What about social media engagement?

• How many leads converted to customers?

• What about conversion rates for other pages?

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Landing Page Conversion Optimization

• Only 20% of people view landing page content below the fold. (Source: Search Engine Land)

• 48% of companies NEVER test their landing pages to improve conversions. (Source: Marketing Sherpa)

• 64% of companies NEVER even attempt to optimize a landing page once they set it up. (Source: Search Engine Land)

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1. Goal• Are you trying to produce demo sign-ups? White Paper

downloads? Phone calls?

• Keep ‘difficultly level’ in mind – A demo request is going to have lower conversion rates than a White Paper download

2. Headline • Clear, concise

3. Crisp Copy• Journalist’s rule: Use the fewest words necessary to

make your point.@logmycalls



4. Call-to-Action• Make it crystal clear – What do you want the visitor to

do? What are they getting in return?

5. Fields• How many is too many?

6. Phone Numbers• Include a phone number on your landing page

• Landing pages (especially for demos and trials) will generate calls

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Random Tips and Stats

Forms on the left side of the page have a 5% to 10% lower conversion rate than forms on the right side

Using the Word FREE or having a free badge increases conversion rates from 4% to 10%

@logmycallsSource: http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html

Green CTA buttons convert 21% more than red buttons

http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html





Random Tips and Stats

Adding an arrow increases conversion rates by up to 20%

Making them feel like they’re getting a deal increases conversion rates.

Using an specific time window in your text increases conversion rates substantially “Sign up in less than 60 seconds” OR

“15 Minute Demo”@logmycalls



• Testing…testing…• Mozilla Firefox

• Changed call-to-action from ‘Try Firefox’ to ‘Download Now – FREE’

• Second CTA outperformed by 3.6%

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• WhichTestWon.com• It compares landing pages and asks

which ones convert• Let’s do todays test

http://whichtestwon.com/


A/B or Multivariate Testing for Landing Pages

MultiVariate Testing Define the elements you

want to test and track the result of 3 or 4 variables at a time. Pieces of JavaScript code need to be added: one opening the test and one closing the test.

Advantages Granularity of results –

Easier to see correlating factors and clearer data

Complex, powerful results

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A/B Testing Testing two different

pages, headlines, layouts, colors, offers etc.

Advantages Fast results Not much expertise

needed


Website Conversion Rate Optimization

• Think of your entire website as a landing page

• Front page, secondary pages, articles blogs, should all be treated like, tested like and held accountable like landing pages.

• They should have:• Calls-to-Action• Simple Forms• Phone Numbers• Funnels set up for them in Google Analytics• Unique conversion rates including calls and ‘traditional’ conversion

rates

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• Hubspot has a total of 67 Free Trial or Demo Buttons (that I could count on the front page or other high traffic pages of their site (not including blogs, articles and landing pages)

• One individual page explaining the features of their product has 9 demo buttons on it!

Note: Every Hubspot blog or article has 10-12 calls to action.



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• Marketo has a Demo and Free Trial tab on every single page on their site (that I could find)

• That’s a total of over 500 Demo and Free Trial buttons on their site.

• They also have a real-time ‘Chat with a Sales Rep’ feature

Note: They also have a phone number on their page.


Comprehensive Conversion Rate – Phone Calls

• Phone Calls are High Value Leads

• Only 2% - 8% of web leads are ready to buy in 3 months. (Source: Marketing Sherpa)

• 65% of companies say phone calls are their highest quality lead source. (Source: BIA/Kelsey, 2010)

@logmycalls


Comprehensive Conversion Rate – Phone Calls

• Test-Phone Conversion Rates Several hundred phone calls

over 5 months Close rate of 70% What’s a good online lead-to-

customer conversion rate? 5% ? 10% ?

• What’s my Point?• Drive inbound calls• Track inbound calls• Optimize landing pages, websites and

campaigns to generate calls @logmycalls

Close Ratio By Month (percentage expressed as decimal)

Note: Instead of 2% to 8% of leads buying in 3 months, you have 70% of calls are ready to buy in the same month.


Conversion Rate: Mobile

• Mobile Changes Conversion Optimization

• Mobile search will surpass desktop search by the end of 2013. (Source: Google, 2012)

• 61% of searches on a mobile phone result in a phone calls. (Source: Search Engine Land, 2012)

• 52% of all mobile ads result in phone calls. (Source: xAd, 2012)

• What this means: mobile conversion is about driving phone calls because mobile produces phone calls. @logmycalls


Connect with Me Our Blog

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Google+• LogMyCalls

Email• [email protected]

Twitter• @jasonrwells• @logmycalls

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