Converting Visitors ECMTA Conference- New Orleans 2008

ECMTA:

Planning and Testing for Conversion Optimization

John Quarto-vonTivadarChief Scientist & CTO

FutureNow

co-InventorPersuasion Architecture®

Secret to Conversion

Clicks Are People!

For you to achieve your goals, your visitors must achieve their goals first.

Visitors are only concerned with how they want to buy and what is relevant to them.

People are different... but modelable

Competitive Spontaneous

Methodical Humanistic

How We Buy

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

WHAT...

can you do

for me?

WHY...

should I buy

from you?

HOW...

does your product work?

WHO...

does your

product help?

How We Buy

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Competitive Spontaneous

Methodical Humanistic

Wizard of Oz

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Competitive Spontaneous

Methodical Humanistic

Star Trek

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Competitive Spontaneous

Methodical Humanistic

The Simpsons

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Competitive Spontaneous

Methodical Humanistic

Sex in the City

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Competitive Spontaneous

Methodical Humanistic

South Park

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Eyetracking 4 Perspectives: Jakob Nielsen

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

Competitive Spontaneous

Methodical Humanistic

How We Buy

Bias: Logical vs. Emotional

Pace:

Quick

vs.

Deliberate

Step 1 - Define the conversion goals

•What Action?

•What page?

•What does success look like?

Roadmap For Testing

Step 2 – Define Your Profiles

•How many profiles?

•What types?

•Where in the buying cycle?

Roadmap For Testing

Step 3 – Do the Creative

•Create the Driving Point (PPC, email, etc.)

•Does the message match the motivation, type and buying process

Roadmap For Testing

Where to Test First...

• Your Top 5 High Bounce Rate Pages

• Your Top 5 High Exit Rate Pages

• Your Top 5 Lowest Time Spent Pages

• Your Top 5 key pages (checkout, cart, registration, top product)

Here’s 5 Testing Tips for Online Success

1. Product Images Tell A Story

2. Test Your Headlines & Copy

3. Forms & Point of Action Assurances

4. Calls to Action - Get Them to Click

5. Don’t Make Them Wait

5 Testing Tips for Online Success

1. Product Images Tell A Story

Tip 1: Product Images Are Most Persuasive

This Matters in Lead Generation Too

Variables That Matter Include...

Product Quality

Video With or Instead of Pictures

Highlighting Benefits/Features

What Does It Cost to Flash Your Visitors?

Homepage Abandonment Decreased by 28.57%

5 Testing Tips for Online Success

1. Product Images Tell A Story

2. Test Your Headlines & Copy

Tip 2: Test Those Headlines1. fractions or percentages to prove your claim

• Four out of five dentists recommend vs. 80% of dentists recommend

2. ask questions in the headline (make sure you directly answer the question

after the headline)

• Make a difference in the life of a child vs. Will you make a difference in the life of a child?

3. self-focused (“we”, “I”) versus customer-focused copy (“you”)

• We help make a difference in the life of a child vs. You can help make a difference in the life of a child

Conversion Rate Rose From 10.3% to 19.6%

5 Testing Tips for Online Success

1. Product Images Tell A Story

2. Test Your Headlines & Copy

3. Forms & Point of Action Assurances

Tip 3: Optimize Forms with Point of Action Assurances

Ready to Buy - Confidence Building

Reviews

More detailed review Free/Flat Rate Shipping

In Stock/ Shipping info

5 Testing Tips for Online Success

1. Product Images Tell A Story

2. Test Your Headlines & Copy

3. Forms & Point of Action Assurances

4. Calls to Action - Get Them to Click

Tip 4: Add to Cart Buttons & More

Variables include:

Wording

Shape

Size

Style

Icon

Color

Legibility

Location

Logical Bias vs Emotional Approach

5 Testing Tips for Online Success

1. Product Images Tell A Story

2. Test Your Headlines & Copy

3. Forms & Point of Action Assurances

4. Calls to Action - Get ‘Em to Click

5. Don’t Make ‘Em Wait

Before After

55.3kb 6.6kb

58.4kb 7.0kb

A Tale of 2 eBay Sellers

PowerSeller, high rating,lists benefits, then features, main pic at top, more pics after custom copy, Shipping free

Standard Seller, “rating challenged”,lists only features, pic at bottom,boiler-plate copy from man. site, shipping $20

$103 $145

Would You Like a Roadmap for Testing?

OR

John Quarto-vonTivadar

FutureNow, Inc. (FUTR.OB)

1-877-643-7244

johnq@futurenowinc.com

Website: www.FutureNowInc.com

Blog:

www.GrokDotCom.com