warning: you're doing your web optimization wrong! learn the right way
DESCRIPTION
Web & Landing Page Optimization: Basics, Conversion Pyramid, Testing and Developing Your Own ProcessTRANSCRIPT
Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way...March 18, 2014
Agenda
Introductions
Latest News
Tips & Tricks
Case Study
Roundtable Discussion
Topics of Interest
The Group / Areas of Expertise
Internet Marketing
SEO Paid Search
Media Buying
Conversion OptimizationData
Analysis / Analytics
Local Search
Email Marketing
Mobile Advertising
Social Media
Our Group / Areas of Expertise
Traffic x Conversion Optimization = SalesEarned
Paid
Owned Testing
Design
Analytics
Usability
Break It Down…What it’s about…
Background
12 Years Internet Marketing Experience– Started with Email Marketing
– Built a Boston based Internet Consulting Agency• From $180k to $2 Million in 2 Years• Managed $35 Million in Client Revenues
– 6 Years Ran Own Internet Business• Operate Several Ecommerce & Content Websites• Small Consulting Practice for Select Clients
– VP eCommerce - Inc. 5000 & MN Fast 50 • 2013 60% Growth Year Over Year
I started this group to share and learn with others
Background
Michelle Schmidt• Internet Marketing Since 1999• Currently Operates IceLinkDesign.net
Introduction
30 Seconds - Introduction –Name & What You Currently Do?
–Why Interested?
– Internet Marketing Experience
–Current Marketing Issues/Questions
Introduction
Want to Present or Know Someone Who Might?
Latest News
Google Working on Next Panda– Softer and Friendly to Small Sites and Businesses– Oh that’s nice of them, isn’t it?
Facebook Showing More “Non-Liked” Pages– Show More Updates from Unfollowed Pages– Contrary to Previous Update – Show Less from
Followed Pages
See updates from Pages that you haven't liked when they're about other Pages that you have liked. For example, if you like Dwight Howard on Facebook, you might see a Bleacher Report update about him if they've tagged him in their post.
Latest News
‘Disavow Links’ Not A Ranking Factor– Google Not Currently Using Disavow Data as
Negative Factor
Facebook Pages Layout Changes– Redesigned Timeline– New Admin Tools Options– New Pages to Watch Feature
Introduction
Any Additional News?
Case Study / Learning
Web & Landing Page Optimization• Basics• Conversion Pyramid• Testing• Developing Your Own Process
Concepts Can Be Applied to All Types of Web Pages
Basics
2 Fundamental Type• Sales
• Leads
• Click Through (Info)
Leads / Sales
Traffic
Basics
1. Main Headline
2. Hero Shot
3. Data Colletion
4. Call to Action
5. Benefits
6. Objection CTA
Basics
Some Common Types• Short Form• Long Form• Video• Product Pages
Really anything that’s selling something or collecting information…
Conversion Pyramid
Persuasive
Functionality
Usability
Conversion Pyramid
Persuasive–User Understand the “Offer”•Monetary• Emotional • Proof–Credibility– Social
• Speak to & Answer Doubts
Conversion Pyramid
Conversion Pyramid
Functional–Does it Work & Free of Errors?• Platforms (PC, Mobile & Tablet)• Browsers • Security Errors
Institute Quality Assurance Protocols
Conversion Pyramid
Usability–Does it “flow” Properly?–Does the Objective / Language Form
Sync?
Conversion Pyramid
1. Form is confusing2. Button call to action – Make it Personal3. Features Not Pain Points4. Orphaned Call to Action
Testing Process
Basic Conversion Testing Model
Testing Process
Testing Steps–Identify Business Objectives•What’s the goal? Sales, Leads, Info
–Customer Research•What’s the persona?–Demographic–Geographic–Psychographics
Testing Process
Testing Steps–Create a Hypothesis• Specificity is Key
–Develop Testing Parameters•What are you testing?• How are you testing?–Split / Multivariate–Full Factorial vs Bayesian vs Other
Testing Process
Testing Steps (cont)•Who are you testing?–Traffic Type – Be Consistent»Don’t test organic and email combined• Different customers
–Define Conversion Path & Goal• Confirmation page or other• Path to get there
Testing Process
Testing Steps (cont)–Design Creatives and/or Platform• LeadPages.net• Unbounce.com• Optimize Press for WP
–Select Testing Platform• Optimizely• Visual Website Optimizer• AB Split Test Calculator
Testing Process
Testing Steps (cont)–Collect Data & Analyze–Interpret Results–Implement Change
Rinse & Repeat
Testing Process
My Recommended Path–A/B Split Test Very Unique Concepts• Unique Layout• Images• Copywriting
–Find the Winner–Iterate with Multivariate Tests• Find Best Headline, Button Colors, Form
Testing Process
My Complete Process
Testing Process
In Closing:–Relevancy to Audience–Clear Value proposition–Eliminate Friction–Limit Distraction & Choice–Urgency–Call to Action
Closing
Questions?
Closing
Sources:
http://conversionxl.com/http://www.internetsearchinc.com/conversion-optimization/http://blog.eyequant.com/tag/landing-page-optimization/http://unbounce.com/landing-pages/make-your-landing-page-copy-more-persuasive/http://www.webpronews.com/