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Session#2LandingPageMasteryand
ConversionRateOptimization
Today’sTrainingWillHelpYou…
TrainingOverview
1. WhyConversionRateOptimization(CRO)/LandingPagesMatter
2. 6CostlyConversionMistakesAgenciesMake
3. 7ElementsofHighly-EffectiveLandingPages
4. 7-PointActionPlan
5,940ReasonsWhyCROMatters• 500clickstoyourlandingpageamonth($2/click)
• Convertingat3%=15leads($66lead)
• BoostConversionRateto6%=30leads($33lead)
• $495savingsamonthx12=$5,940/year(fromjustonepage!)
WhatisConversionRateOptimization(CRO)?
TheCompoundEffect
“Small,SmartChoices+Consistency+Time=RADICALDIFFERENCE”
- DarrenHardyTheCompoundEffect
TheEighthWonderoftheWorld“Compoundinterestistheeighthwonderoftheworld.Hewhounderstandsit,earnsit...hewhodoesn't...paysit.”
HarnesstheCompoundEffectOnlineImaginehowmanymoreleadsandhowmuchmoremoneyyoucouldbemakingifyougotseriousaboutmakingsmall,smartchoicesaboutconversions.
Part1:
The5DeadlyConversionMistakesAgenciesMake
“Theobstacleinthepathbecomesthepath.Neverforget,withinevery
obstacleisanopportunitytoimproveourcondition.”
―RyanHoliday,TheObstacleIstheWay:TheTimelessArtofTurningAdversitytoAdvantage
Mistake#1:NoStrategy.JustTactics.
• What’syourprocess?• Structuredapproach?• Partofyouragency’sDNA?• Canyouseethebigpicture?
“Ifyoucan’tdescribewhatyouaredoingasaprocess,youdon’tknowwhatyou’redoing.”
– W.EdwardsDeming
“Nooneis100timessmarterthaneveryoneelse.Sowhydocertain
superachieversgainlevelsofsuccesssomuchhigherthanothers?
Theyhaveabetterphilosophicalstrategy.”
- JayAbraham
StepstoDevelopingYourStrategy
1.Stateyourobjective.Couldbe…
“Togofrom3%to6%conversionratebyJanuary1”
2.Decidewhowillberesponsible.3.DocumentaCROprocess.4.Analyze.Plan.Execute.
1. FocusontheWildyImportant2. ActontheLeadMeasures*3. KeepaCompellingScorecard4. CreateaCadenceofAccountability
*CROleadmeasurescouldbe:• #ofsplittestsperformedamonth• 1CROmeetingamonth• 1newleadmagnetofferaquarter• Write25differentheadlines
“Ingrandstrategyyoulookbeyondthemoment,beyondyourimmediatebattlesandconcerns.Youconcentrateinsteadonwhatyouwanttoachieve downtheline.Controllingthetemptationtoreactto
eventsastheyhappen…Youthinkintermsnotofindividualbattlesbutofacampaign.”
- RobertGreene,The33StrategiesofWar
Mistake#2:SendingAllTraffictoHomePage
• Wasting$$$• Visitorsgetlost• Can’tmeasureresults• Sostopdoingthis!!
Mistake#3:OvercomplicatingCRO
• JustlikewithSEO,CROcanbeoverwhelming.• Butkeepitsimple!• Youdon’tneedtoknowitalltotakethe1st step.•Juststartapplyingwhatyoulearnhere.
Mistake#4:NotKnowingWhatToTest
• Headlines?• Buttons?• Images?• Forms?
Mistake#5:NotHavingtheRightTools
• GoogleAnalytics• HeatMaps• SplitTestingTools• MarketingROITools•LandingPageBuilders
YourCROToolbox
balsamiq.com
Mistake#6:TooManyOptions“PsychologistsSheenaIyengarandMarkLepperfoundfoundthatconsumerswere10timesmorelikelytopurchasejamon
displaywhenthenumber ofjamsavailablewasreducedfrom24to6.”Lesschoice,moresales. Morechoice,
fewersales.Weird,huh?
Source:http://digitalintelligencetoday.com/the-jam-study-strikes-back-when-less-choice-does-mean-more-sales/
6Mistakes(Recap)
1. NoStrategy.JustTactics.2. SendingAllTraffictoHomePage3. OvercomplicatingCRO4. NotKnowingWhatToTest5. NotHavingtheRightTools6. TooManyOptions
Part2:
7ElementsofHighly-EffectiveLandingPages
#1:CompellingHeadline
Aheadline’sonlyjob:Tostopyourvisitorfromleavingandcompelher
toreadthenextsentenceonyourpage.
Aheadlinedoesnothaveto:Sellormentionyourproduct.
#1:CompellingHeadline
GoodExample:Youcouldsavenearly$600
BadExample:AutoInsurance
#2:ABrain-DeadOffer
• Ifit’saquotepagewhatdotheystandtogain?• Ifit’saleadmagnetwhatother“bonuses”couldyougiveaway?• Thinkaboutwhatyourvisitorreallywants.Isitreallya“quote?”Isitreallya“freereport?”• Focusontheirdesire notyours.
TypesofOffers
• Quote• Video• FreeReport• Webinar• Audit/Analysis• Checklist• Survey/Study
#3:ReinforcetheScent
• LandingPageshouldmatchthead.• Avoid“baitandswitch.”• Deliveronthead’spromise.• Consistencyiscritical!
#4:PowerfulBodyCopy• Studycopywriting.• Read“BreakthroughAdvertising.”• Beconcise.• Usebulletpoints.• Useshortwordsandparagraphs.
#5:IntuitiveandSimpleDesign
•Friendlydesign•Easytonavigate•Mobile-friendly•Bigbuttons•Bigfont
Formofftotheside(notgood)
#6:UseSocialProof
• Testimonials• CustomerReviews• Ifyougotit,flauntit• TrustLogos
#7:EffectiveFormsandButtons
• Avoidtheword“Submit”• Lessfields,thebetter• Bigbuttons!• Buttoncolorshouldstandout• Tellthemwhathappenswhentheyclick
ElementsofanEffectivePage(Recap)
1. CompellingHeadline2. ABrain-DeadOffer3. ReinforcetheScent4. PowerfulBodyCopy5. IntuitiveandSimpleDesign6. UseSocialProof7. EffectiveFormsandButtons
CROActionPlan
1. VerifyGoogleAnalyticsIsInstalled2. InstallCrazyEgg3. DevelopaStrategyandProcessforCRO4. StartwithPagesYou’reSendingPaidTrafficTo5. AuditPagesAccordingtothe7BestPractices6. TestONEThingonatLeast3Pages7. GetAGoogleAnalyticsWebsiteAudit
What’sYourMostPopularPages?
BounceRate&ExitRate
BounceRate:the%ofpeoplewholandedonapageandimmediatelyleft.Bouncesarealwaysonepagesessions.ExitRate:Exitrateisthe%ofpeoplewholeftyoursitefromthatpage.Exitsmayhaveviewedmorethanonepageinasession.
High=Bad!
MobilevsDesktop
DeviceType
CROActionPlan
1. VerifyGoogleAnalyticsIsInstalled2. InstallCrazyEgg3. DevelopaStrategyandProcessforCRO4. StartwithPagesYou’reSendingPaidTrafficTo5. AuditPagesAccordingtothe7BestPractices6. TestONEThingonatLeast3Pages7. GetAGoogleAnalyticsWebsiteAudit
Insfunnels.com