website conversion: stop turning visitors away
Post on 15-Jul-2015
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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.
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