Post Click Marketing: Understanding Your

VisitorsTaylor Pratt | @RavenPrattRaven Internet Marketing

Toolsslideshare.net/raventools

The conundrum of giving a presentation on landing page optimization:

Our visitors all have different wants.

Ease of Use

Price

Features

Speed

Figuring out what that is for your audience is key.

The three elements of a converting landing page:1.Get their attention2.Keep them engaged3.Call them to action

Ben HuntConvert! Designing Web Sites to Increase Traffic and Conversions

Get Their Attention

• Be specific• It’s about the visitor, not you• The benefit should be perfectly

clear• Show the immediate gain

Keep Them Engaged

• They must identify with your proposition

• They must be able to trust you• They must believe their needs will

be met• They can’t have doubts/concerns

Gathering intelligenceUnderstanding Your Visitors

Strategies

Attention Testing ToolsAttention Testing Tools

A/B & Multivariate TestingA/B & Multivariate Testing

User TestingUser Testing

Analytics AnalysisAnalytics Analysis

Usability Hub | theclicktest.com

• $20/mo & up• Access to:

– FiveSecondTest– NavFlow– ClickTest

• Public or private tests

EyeQuant | eyequant.com

• 99 EUR for 5 one-off tests

• Access to:– Attention Map– Perception Map– Hot Spot Map

• Auto-generated

Feedback Army | feedbackarmy.com

• $20/test• Ask questions to

users• Get 10

responses from reviewers

• 8 Days to gather feedback

4Q Survey | 4q.iperceptions.com

• $19/mo and up• Online survey

tool• Asks visitors to

participate and rate experience

• Google Analytics integration

Unbounce | unbounce.com

• $25/mo and up• Landing page

templates• A/B & Split Tests• Google Analytics

integration• Uses custom

domain

Visual Website Optimizer

• $49/mo and up• Easily modify

your pages• A/B & Split Tests• Google Analytics

integration• Realtime multiple

conversion reports

analytics insightUnderstanding Your Visitors

Advanced Segment: Region

What content is each region most interested in? Are language barriers a factor?

Matched Search Queries

Determine if you’re getting the right audience for your landing page topic.

Returning vs New Visitor

Look at returning and new visitors differently.

Google URL Builder

Use Google’s URL Builder to see how your social messaging brings in visitors.

Top Converting Pages

What pages on your site are converting the best? What can you learn from them?

user psyche10 questions to ask

Understanding Your Visitors

Are you presenting your prices the right way?

Should you be highlighting your prices, features or your benefits?

Are you matching ad copy to your landing page headlines?

Do theme pages perform better than single product pages?

Does your landing page images reinforce your landing page concept?

What reading pattern does your audience use? http://raven.im/readpatterns

What emotion should you convey to your audience? http://raven.im/lpemotion

FearFear

GuiltGuilt

TrustTrust

ValueValue Trend-SettingTrend-Setting

BelongingBelonging TimeTime

CompetitionCompetition InstantGratification

InstantGratification

Can you communicate the same message using fewer words? Is your headline too clever?

Is your landing page talking about you or your visitor? futurenow.com/wewe

What unnecessary steps can you eliminate in the conversion process?

Thank You!

Taylor Pratt | @RavenPrattRaven Internet Marketing

Toolsslideshare.net/raventools