RDS SWIPE Summit 2016

Micro Conversions:The Secret Ingredient to Digital Performance!John Ring, Managing Director

Who We’ve Helped

Conversion (Not Traffic) is King

What’s a conversion?

It depends!

What’s Your Business?

Type of Business Etailer Bed Provider

Health InsurerChain of Creches

Example: Smyths ToysHostelWorld

Laya HealthcareGiraffe Childcare

Desired Type of Conversion

Direct Sale Bed Booking

LeadPhone Call

Complex Sale? No Yes

Speed of Purchase Decision Fast Slow

Why? Easy Costly, Kids involved

What Are Buyers Thinking?

1. Awareness: They notice that you offer something that could help.

2. Interest: They decide to find out a little bit more.

3. Evaluation: They see if you look credible.

4. Trial: They find out what it would be like to buy from you.

5. Adoption: They become a customer.

6. Loyalty: They keep buying, buy more, and/or tell others about you.

How’s Your Speed of Sale?

Micro ConversionMicro Conversion

Micro ConversionMicro ConversionMacro Conversion

What Are We Talking About?

A Micro Conversion is a small step on the path of a visitor towards your primary

conversion goal - (usually called a macro conversion)

For most websites, these Macro Conversions are either making an ecommerce €€

€ sale or obtaining a lead (prospect details)

The Big Q: Is Conversion or Traffic King ????

Quick Rule of Thumb

If you have a FAST Sale Process….

(ie: Quick & Easy)

Then just focus on:Macro Conversions

If you have a SLOW Sale Process….

(ie: Emotions, Costly, Complex)

Then just focus on:Traffic & Micro

Conversions

How Would You Sell if No Internet?

Macro Conversion

• Book a Pre-School Place• Send the Child there

Micro Conversions

• Is it Safe?• Is it Near?• Are the Times Convenient?• Monthly Costs? For 9 or 12 months?• Government Pays What?• Nap Times?• How Do Holidays Work?• Any Nutcase Parents / Kids?• Junk or Healthy Food Given?• Possible Friends in School?• Feeder School Impact?

No Micro Conversions = No Macro Conversion

MicroConversions

MacroConversions

Some Typical Micro Conversions

Navigation-based Micro Conversions

• Viewing a product page• Entering the checkout process• Reaching an application form• CTR from search results

Interaction (or completed action)-based Micro Conversions

1. Adding a product to the basket2. RSS subscription3. Requesting a call back4. Downloading a PDF brochure5. Watching a promotional video6. Social sharing actions7. Email newsletter sign up

Engagement-based Micro Conversions

• Time on site over a certain threshold• Number of pages viewed above target• Visit frequency/recency above target

This is Typical“Content Marketing”

The Big Q: Is Conversion or Traffic King ????

The Buyer Journey

Lots of Questions / DoubtsProvide Lots of Answers

= Micro Conversions

The Fast Sales Process

The FAST Sales Process(ie: Quick & Easy / A No-Brainer)

Critical Things Needed:

1. Great PPC

2. Great SEO

3. Great Email Marketing

4. Product Retargeting

5. Lots of Products

6. Ultra Competitive Price

7. SEO Content https://www.thinkwithgoogle.com/tools/

The Slow Sales Process

The SLOW Sales Process(ie: Complex / Emotions / Costly)

Critical Things Needed:

1. Great Social Media

2. Triggered Emails

3. Staggered Content Retargeting

4. Sales Funnel Content

https://www.thinkwithgoogle.com/tools/

Purpose of Your Content?

Goal Macro Conversion via getting 1st on Google

How?Links, Likes & Shares

Usually:Cool, Sexy, Maybe Viral

SEO / GoogleRanking Purposes

Sales FunnelNurturing Reasons

Goal Lots of MicroConversions

How?Provide Answers

Usually:Factual, Unsexy, Not Viral

Content for Traffic or Conversions

Content Type SEO Content Sales Funnel Content

Infographic

Interactive Infographic

Ebooks

White Papers

Short Blog Posts

Long Blog Posts

“How to” Videos

Brand Videos

Digital Magazines

Surveys

Traffic Micro-Conversions

For SEO Reasons

And on That Topic…..

Why? You Need to Push Your Content

integrated with LinkedIn + Google (with FB & Twitter to come)

integrated with Acxiom & Turn

integrated with Bizo

for the purpose of OUTBOUND ADVERTISING.

Definition: “Inbound Marketing” refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention.

All Above

Here’s Why…..

It’s Busy Out There

SEO Content Promotion is Vital

• Twitter Ads to Journalists & Influencers

• Ads on Facebook - but not to potential customers!

• Outreach to Journalists & Key BloggersFind Top 200 publications & Use BuzzStream

The Big Q: Is Conversion or Traffic King ????

Purpose of Your Content?

Goal Macro Conversion via getting 1st on Google

How?Links, Likes & Shares

Usually:Cool, Sexy, Maybe Viral

SEO / GoogleRanking Purposes

Sales FunnelNurturing Reasons

Goal Lots of MicroConversions

How?Provide Answers

Usually:Factual, Unsexy, Not Viral

For Sales Funnel Nurturing Reasons

Extremely Niche Content is Needed

The purpose of this report is to help select sealing solutions for specific applications

““

How To Encourage Micro-Conversions?

1000days.ie 262.ie alliedtelesis.ie

3freesolarquotes.ie academyft.ie arise.ie

adp-solutions.ie bigg.ie computenext.ie

advent.ie blls.ie datahug.ie

aggreko.ie bynd.ie dcicard.ie

airpacks.ie cloudlock.ie digitalrealty.ie

allhomes.ie cout.ie emaint.ie

anixter.ie culturalcare.ie esendex.ie

arjohuntleigh.ie danwood.ie essendex.ie

arqiva.ie dch.ie eunetworks.ie

asperity.ie dds.ie eventbrite.ie

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Some Common Elements Required

1. You Need Emails – They’re The Future!

2. Triggered Emails

3. Advanced Retargeting

4. Prompt Outbound Calls based on Form-Fills

Email Capture Tools

Sample Triggered Email Workflows

Advanced Retargeting Example

The Big Q: Is Conversion or Traffic King ????

To Recap - Quick Rule of Thumb

If you have a FAST Sale Process….

(ie: Quick & Easy)

Then just focus on:Macro Conversions

If you have a SLOW Sale Process….

(ie: Emotions, Costly, Complex)

Then just focus on:Traffic & Micro

Conversions

Thanks!

@RingJohn

@TinderPoint

TinderPoint

Facebook.com/TinderPoint

john@tinderpoint.com

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