Conversion Optimization - 6 Power Tricks of the Trade

6 CRO Angie Schottmuller - @aschottmuller - Three Deep Marketing

POWER TRICKS OF THE TRADE

CONVERSION OPTIMIZATION

Conversion Optimization: 6 Power Tricks of the Trade

Interactivity Digital - May 15, 2013 #ID2013 #CRO

Get More Conversions Today NO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM!

Angie Schottmuller - @aschottmuller Three Deep Marketing

Director, Interactive Strategic Marketing & Optimization aschottmuller@threedeepmarketing.com

Angie Schottmuller @aschottmuller

Three Deep Marketing

ü  Lead Generation

ü  Customer Acquisition

ü  Optimization (SEO/SMO/CRO/PPC)

180 E 5th St, Suite 910, St Paul, MN 55101 � (651) 789-7701 www.threedeepmarketing.com

WE'RE HIRING!

OUR CLIENTS...

6 CONVERSION OPTIMIZATION POWER TRICKS

#1: USER-CENTERED STRATEGY

Conversion Optimization Factors

- Bryan Eisenberg @TheGrok

Conversion Optimization Expert, Speaker & Author

"Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take...

For you to achieve your goals, visitors must !rst achieve theirs."

Reevaluate Goals

Business Goals What does the business want to accomplish?

User Goals

What does the user want to accomplish?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Decision Making Persona Types

Source: Bryan & Jeffrey Eisenberg's book, "Waiting for Your Cat to Bark?"

LOGICAL EMOTIONAL

FAST

COMPETITIVE What's the bottom line?

SPONTANEOUS Why should I choose you now?

SLOW

METHODICAL How does your process or

product work?

HUMANISTIC Who used your solution to solve

my problem?

"Competitive" Persona Type

•  Attitude: Businesslike, power-oriented

•  Use of Time: Disciplined, fast-paced

•  Desirable Actions: Lead, Control, Solve, Prove, Challenge, Learn

Angie Schottmuller (@aschottmuller), Three Deep Marketing

"Spontaneous" Persona Type

•  Attitude: Personal, activity-oriented

•  Use of Time: Undisciplined, fast-paced

•  Desirable Actions: Express, Choose, Re!ne, Personalize

Angie Schottmuller (@aschottmuller), Three Deep Marketing

"Methodical" Persona Type

•  Attitude: Business-like, detail-oriented

•  Use of Time: Disciplined, slow-paced

•  Desirable Actions: Explore, Compare, Evaluate, Discover, Examine

Angie Schottmuller (@aschottmuller), Three Deep Marketing

"Humanistic" Persona Type

•  Attitude: Personal, relationship-oriented

•  Use of Time: Undisciplined, slow-paced

•  Desirable Actions: Join, Enjoy, Share, Connect, Help

Angie Schottmuller (@aschottmuller), Three Deep Marketing

LOGICAL EMOTIONAL

FAST

COMPETITIVE What's the bottom line?

SPONTANEOUS Why should I choose you now?

SLOW

METHODICAL How does your process or product

work?

HUMANISTIC Who used your solution to solve my

problem?

Decision Making Persona Types HiPPO = Highest [Important] Paid Person's Opinion

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Dell.com Case Study

•  Weakness: No appeal for "Spontaneous"

•  Changed: "Learn More" to "Help Me Choose"

•  Result: Boosted sales over $25 million! (Equates to tens of billions of dollars over the years)

Bryan Eisenberg case study: http://bit.ly/personacrointerview

#2: LANDING PAGE ELEMENTS Conversion Optimization Factors

MarketingProfs Twitter Guide

Good Landing Page:

WHAT the user will get

RELEVANCE

WHY the user will love it

VALUE

HOW the user can get it

ACTION

1 2 3

a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg

1.  Slim Header

2.  Headline

3.  Subheader (Offer/UVP)

4.  [Directional Cue]

5.  Hero Shot

6.  [Form]

7.  Call-to-Action (CTA)

1.  Slim Header

2.  Headline

3.  Subheader (Offer/UVP)

4.  [Directional Cue]

5.  Hero Shot

6.  [Form]

7.  Call-to-Action (CTA)

8.  Trustmarks

9.  Key Points List

10.  Social Proof

11.  [Process Steps]

12.  [Supporting Info]

13.  [Follow-up CTA]

14.  Slim Footer

8.  Trustmarks

9.  Key Points List

10.  Social Proof

11.  [Process Steps]

12.  [Supporting Info]

13.  [Follow-up CTA]

14.  Slim Footer

Landing Page "Essentials"

[Element] = Optional, depends on landing page type Angie Schottmuller (@aschottmuller), Three Deep Marketing

Landing Page Elements 1.  Slim Header 2.  Headline 3.  Subheader (Offer/UVP) 4.  [Directional Cue] 5.  Hero Shot 6.  [Form] 7.  Call-to-Action (CTA) 8.  Trustmarks 9.  Key Points List 10.  Social Proof 11.  [Process Steps] 12.  [Supporting Info] 13.  [Follow-up CTA] 14.  Slim Footer

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Landing Page Elements 1.  Slim Header 2.  Headline 3.  Subheader (Offer/UVP) 4.  [Directional Cue] 5.  Hero Shot 6.  [Form] 7.  Call-to-Action (CTA) 8.  Trustmarks 9.  Key Points List 10.  Social Proof 11.  [Process Steps] 12.  [Supporting Info] 13.  [Follow-up CTA] 14.  Slim Footer

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Tip: Cut out and rearrange!

#3: CALL-TO-ACTION (CTA) Conversion Optimization Factors

Call-to-Action

Present ONE primary CTA as an obvious button.

Image Source: www.unbounce.com Angie Schottmuller (@aschottmuller), Three Deep Marketing

- Angie Schottmuller @aschottmuller

Each additional "action" on a landing page may reduce conversion by

50%

The CTA should be obvious... The !rst thing seen. The last thing remembered.

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Clockwork Conversion on the 12-Hour Color Wheel

MAIN COLOR CTA COLOR

12

6

9 3

4

5 7

8

10

11 1

2

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Clockwork Conversion on the 12-Hour Color Wheel

12

6

9 3

4

5 7

8

10

11 1

2

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Clockwork Conversion on the 12-Hour Color Wheel

MAIN COLOR

CTA COLOR

12

6

9 3

4

5 7

8

10

11 1

2

Angie Schottmuller (@aschottmuller), Three Deep Marketing

"Complementary" CTA Color

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Reserve CTA Color for Optimal Impact

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Here it's used in multiple places which defeats the purpose of making the primary CTA stand out.

P.S. HelloBar.com ROCKS for boosting conversions though!

The default...

- Ryan Engley @ryan_engley - Unbounce

Never ! Submit

Convert More Leads Today Download your #ID2013 #CRO guide

No email or credit card required... just conversion optimism!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Download ID2013 CRO Guide Start converting more leads today!

No email or credit card required... just conversion optimism!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Eye Path Directional Cues

Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips

Look Path Matters…

Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips

Connect the Dots…

Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips

CALL-TO-ACTION CHECKLIST q  Obvious

q  Speci!c (What)

q  Value-Added (Why)

q  Reserved Color

q  Clear Path

q  Supported

Download ID2013 CRO Guide Start converting more leads today!

No email or credit card required. . . just conversion optimism!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

- Angie Schottmuller @aschottmuller

"Over 90% of landing pages fail to use an optimized CTA with a

reserved, complementary color."

#4: WEB FORMS Conversion Optimization Factors

Adobe Test&Target Landing Page

...and they want us to "Submit"

Lead Generation Funnel

Simplify Forms: q  Merge First and Last Name

q  Drop Phone

q Drop Address (unless for mailer)

q  Hide City and State (compute from Zip)

q  Default Zip from geoIP

q  Drop non-required !elds 55101

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Use This Geolocation Lookup Code!

End mega-!eld forms! Here's JavaScript showing how to use free Google Loader and MaxMind API tools to capture city, state, country, Zip and more values. >> Use it to default locations form !elds!

</M

EGAFIELDS>

http://bit.ly/geoipcodeexample

SHARE WITH YOUR DEVELOPER!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

#5: CREDIBILITY Conversion Optimization Factors

Truth in Advertising

Credibility "Sources"

•  Testimonials •  Case Studies •  Press •  Social Media •  Negative Comments •  Reviews •  Real People

•  Industry Awards •  Speci!cs •  Accreditations •  Google/Bing Results •  Website Design •  SSL Certi!cate •  E-commerce-Secure

See more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements

Include Video

>> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga

"Explainer" videos increase conversion by

+20% Source: Unbounce.com http://bit.ly/explainervideostats

- Gregory Ciotti @GregoryCiotti

"Your customers will always be more

persuasive than you."

Source: Basecamp.com

Good Reviews Include: §  Use of "I" / Customer's view §  Problem/challenge info §  Solution/satisfaction speci!cs §  Customer info (name, location, date, photo) §  Persona info (role, age, etc.) §  Review Source (e.g. Yelp, Google)

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Help Users Craft a Good Review!

Mock-up Text Snippet for Requests:

Questions to help draft a response:

- How would you describe me as a professional? - In what areas have I demonstrated expertise? - How would you describe the quality of my work? - What did you like best about my work? - What skills do we uniquely bring to the table? - Would you hire us/me again? If yes, why?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

LinkedIn Recommendations

Thanks for moderating the Social Media Meet ROI session at SES Chicago! Might you be willing to write a brief recommendation for me? I'd love to include your feedback on my LinkedIn pro!le.

Questions to help draft a response: - How would you describe me as a speaker/marketer/blogger? - What marketing topics have I demonstrated expertise? (e.g. SEO, social ROI, conversion) - How would you describe the quality/type of content I present/write? - What did you like best about my presentation? - What skills do I uniquely bring to the table? - Would you want me on your team for future projects? If yes, why? Here's a link to my preso: http://bit.ly/socialmediameetroi

I'm always interested in continuous improvement, so please feel free to pass on constructive feedback via email as well. Thanks in advance for helping me out!

Angie

80% CONVERSION RATE

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Sample Questions Aid Good, Quick Reviews! Provided Questions 1.  How would you describe me as a

speaker / marketer / blogger?

2.  What marketing topics have I demonstrated expertise?

3.  How would you describe the quality/type of content I present/write?

4.  What did you like best about my presentation?

5.  What skills do I uniquely bring to the table?

6.  Would you want me on your team for future projects? If yes, why?

Recommendation Received 1.  Angie is a smart, sharp, insightful

digital strategist with a !nger on the pulse of new marketing industry.

2.  3.  Her analysis of how to approach the

question social media ROI is one of the best I've seen

4.  -- real, rigorous, no-nonsense.

5.  She's also a fun and engaging speaker.

6.  I highly recommend her for both client engagements and speaking opportunities.

- Giovanni Rodriguez, Dec 25, 2012 CEO of SocialxDesign, SES Advisory Board

Angie Schottmuller (@aschottmuller), Three Deep Marketing

#6: INSTANT GRATIFICATION Conversion Optimization Factors

Offer / "Bait" Ideas

•  Free Gift/Service •  $ Savings •  Time Savings •  Exclusive Peek •  Tool

(e.g. "Help Me Choose")

•  Event •  Download •  Webinar •  Contest •  Entertainment

Provide real, equivalent or better value that justi"es user entry of form data.

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Some users want fast action or answers...

NOW.

Live Chat Boosters

Proceed to Checkout Personalize it!

Live Chat Boosters

Proceed to Checkout Personalize it!

95% of mobile users search for a business from their phone, and then...

59% visit a business.

61% call a business.

99% take action in 24 hrs.

Source: Google - The Mobile Movement Study, 2011

Adjust Actions for Device Context

TIP: Style using CSS3 buttons! (No images) http://bit.ly/css3gradientbuttons

Creating Click-to-Call (CTC) Links

1.  Select the phone number.

2. Make it a hyperlink: Syntax: "tel:+" + [country code] + [phone #]

Example: tel:+13055551234

See RFC 3966 for speci"cations: http://bit.ly/rfc3966

Click-to-Call Conversion Tips

HTML with Google Analytics Tracking:

<a href="tel:+13055551234" ! class="clicktocall" onClick="_gaq.push(['_trackEvent', ! 'Contact Us','Click-to-Call',this.innerHTML]);"! >Call for a FREE Quote (305) 555-1234</a>!

Hours: Monday - Friday, 8am - 4pm CT

Call for a FREE Quote (305) 555-1234

Click-to-Call

Angie Schottmuller (@aschottmuller), Three Deep Marketing

CONVERSION OPTIMIZATION POWER TIPS

1.  User-Centered Strategy 2.  Landing Page "Essentials" 3.  Optimized Call-to-Action

4.  Simple Forms 5.  Credibility

6.  Instant Grati!cation

6

Angie Schottmuller (@aschottmuller), Three Deep Marketing

LOTS OF TACTICS... How to Prioritize?

Conversion Optimization Audit Tier 1 = 5-SECOND TEST

ü  Who is the company? ü  Do they appear credible? ü  What are they offering? ü  What is the call-to-action?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

5-SECOND TEST A web page will be displayed for !ve seconds.

See what you can remember. READY?

5-Second Test

5-SECOND TEST RESULTS

What do you remember?

ü  Who is the company? ü  Do they appear credible? ü  What are they offering? ü  What is the call-to-action?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Use the 5-Second Test!

TIP: !vesecondtest.com (@!vesecondtest) provides this as an online service!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Key Takeaways

•  Understand user goals and all 4 persona types •  Use landing page "essential" elements •  Reserve a complementary CTA color

•  Reduce form !elds •  Show, don't tell

•  Provide instant grati!cation options •  Employ the 5-second test!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Questions? At Three Deep, we truly "get-it" when it comes to conversion and maximizing ROI. Please reach out if your business needs help de!ning a strategy or test plan to get more ROI out of your existing efforts!

Contact Me for a Consultation Boost your ROI with conversion optimization!

Angie Schottmuller Director, Interactive Strategic Planning & Optimization

@aschottmuller � aschottmuller@threedeepmarketing.com