Website Conversion: Stop Turning Visitors Away

Andy%Halko%@andyhalko*

Insivia%@insivia*

WEBSITE CONVERSION STOP TURNING VISITORS AWAY

THINK SMART.ACT BOLD.

What are conversions?

Conversion Optimization

THIS IS YOUR LEAD FUNNEL ON BAD MARKETING

Lead & Sales Road Map

NURTURE

E/Mail*Sign*Up*Demo*

White*Paper*Download*Calculator*Results*Facebook*Follow*TwiDer*Follow*

Sample*Download*Survey*

Purchase*Call*Contact*Form*

DIRECT

First step in higher conversions: !Targeted Campaigns!

Campaigns focused on a specific target or serve a specific purpose. !

Product*Landing*Page*

Problem*Landing*Page*

Industry*Landing*Page*

Product*

Problem*

Industry*

Back*up*the**campaign*message*

*One*clear*acIon**(Call*to*AcIon)*

*Enough*info*to**make*a*decision*

Landing Page Conversion Factors

Your homepage is NOT a landing page !

Your homepage is merely the face of your website, accessed by people who are looking

for it specifically. !

Your**HomePage*

Marketo

Visual*and*message**confirming*people**are*in*the*right*place*

*Design*that*conveys**

confidence**

Clear*navigaIon**

Clear*acIons*to*take*

Home Page Conversion Factors

LANDING*PA

GE?* HO

ME*PAGE?*

LANDING*PA

GE?* HO

ME*PAGE?*

Web*analyIcs*data*is*NOT*enough*to*construct*the*best*test*hypotheses*for*your*site.*

SPLIT%TESTING%A/B*TesIng**MulIvariate*TesIng*

BUILD% TEST%

VS*

CONTROL% TREATMENT%

VS*

CONTROL% TREATMENT%

Mission*criIcal*elements*like*call/to/acIon*buDons*represent*a*small*change*on*the*page,*however,*they*have*major*impact*

on*the*decisions*of*your*prospects.*

VS*

VS*

The*color*of*your*CTA*buDon*has*major*impact*on*your*potenIal*customers’*decisions*–*and*thereby*also*your*

conversion*rate.*

People*aren’t*magically*drawn*to*a*buDon*because*it’s*red,*nor*are*we*automaIcally*pre/disposed*to*sign*up*just*because*you*added*the*word*“Free”*in*your*headline.***OpImizaIon,*isn’t*about*seeing*which*tests*are*“beDer”,*but*rather*about*studying*your*visitor’s*behavior*and*creaIng*designs*&*copy*to*engage*in*a*dialogue*with*your*visitor’s*inner*voice.*

Reading*PaDerns*and*Use*of*Images*

Heat*Mapping*+*

Human*Psychology*

QuesIons*like*“What*color*converts*best”*are%a%complete%waste%of%Eme.%%%

*Instead,*find*out:*

**

Where*do*most*people*get*stuck**in*the*buying*process?*

*What*are*common*traits*among**

our*paying*customers?**

What*hesitaIons*do*our*leads*have**that*prevent*them*from*buying?*

“The*vast*majority*of*retailers*reported*conversion*rates*on*smartphones*were*around*1%,*while*conversion*rates*for*tablets*were*2.4%,”**While*visitors*largely*use*tablets*for*what*he*called*“lazy*internet”—consuming*media*and*content,*as*well*as*browsing—they*tend*to*prefer*smartphones*primarily*for*communicaIon,*content*snacking,*and*using*mobile*apps.*

ANALYTICS

Bounce*Rate*

Traffic*Source*

Exit*Pages*

Click/through* Scroll/through**

WE JUST SCRATCHED THE SURFACE

WHAT QUESTIONS DO YOU HAVE?

Andy%Halko%@andyhalko*

Insivia%@insivia*

Oh yeah, ask us about our traffic and conversion audits.