warning: you're doing your web optimization wrong! learn the right way

32
Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way... March 18, 2014

Upload: robert-flournoy

Post on 08-May-2015

304 views

Category:

Marketing


0 download

DESCRIPTION

Web & Landing Page Optimization: Basics, Conversion Pyramid, Testing and Developing Your Own Process

TRANSCRIPT

Page 1: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way...March 18, 2014

Page 2: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Agenda

Introductions

Latest News

Tips & Tricks

Case Study

Roundtable Discussion

Topics of Interest

Page 3: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

The Group / Areas of Expertise

Internet Marketing

SEO Paid Search

Media Buying

Conversion OptimizationData

Analysis / Analytics

Local Search

Email Marketing

Mobile Advertising

Social Media

Page 4: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Our Group / Areas of Expertise

Traffic x Conversion Optimization = SalesEarned

Paid

Owned Testing

Design

Analytics

Usability

Break It Down…What it’s about…

Page 5: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 6: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Background

Michelle Schmidt• Internet Marketing Since 1999• Currently Operates IceLinkDesign.net

Page 7: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Introduction

30 Seconds - Introduction –Name & What You Currently Do?

–Why Interested?

– Internet Marketing Experience

–Current Marketing Issues/Questions

Page 8: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Introduction

Want to Present or Know Someone Who Might?

Page 9: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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.

Page 10: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 11: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Introduction

Any Additional News?

Page 12: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 13: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Basics

2 Fundamental Type• Sales

• Leads

• Click Through (Info)

Leads / Sales

Traffic

Page 14: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Basics

1. Main Headline

2. Hero Shot

3. Data Colletion

4. Call to Action

5. Benefits

6. Objection CTA

Page 15: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Basics

Some Common Types• Short Form• Long Form• Video• Product Pages

Really anything that’s selling something or collecting information…

Page 16: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Conversion Pyramid

Persuasive

Functionality

Usability

Page 17: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Conversion Pyramid

Persuasive–User Understand the “Offer”•Monetary• Emotional • Proof–Credibility– Social

• Speak to & Answer Doubts

Page 18: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Conversion Pyramid

Page 19: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Conversion Pyramid

Functional–Does it Work & Free of Errors?• Platforms (PC, Mobile & Tablet)• Browsers • Security Errors

Institute Quality Assurance Protocols

Page 20: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Conversion Pyramid

Usability–Does it “flow” Properly?–Does the Objective / Language Form

Sync?

Page 21: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Conversion Pyramid

1. Form is confusing2. Button call to action – Make it Personal3. Features Not Pain Points4. Orphaned Call to Action

Page 22: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Testing Process

Basic Conversion Testing Model

Page 23: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Testing Process

Testing Steps–Identify Business Objectives•What’s the goal? Sales, Leads, Info

–Customer Research•What’s the persona?–Demographic–Geographic–Psychographics

Page 24: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 25: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 26: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 27: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Testing Process

Testing Steps (cont)–Collect Data & Analyze–Interpret Results–Implement Change

Rinse & Repeat

Page 28: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

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

Page 29: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Testing Process

My Complete Process

Page 30: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Testing Process

In Closing:–Relevancy to Audience–Clear Value proposition–Eliminate Friction–Limit Distraction & Choice–Urgency–Call to Action

Page 31: Warning: You're Doing Your Web Optimization Wrong! Learn the Right Way

Closing

Questions?