Conversion Conference 2011 NYC presentation

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All Together Now: Integrating Conversion Optimization into Your Marketing Strategy

Preface

• Every situation and company is unique

• There is no black & white in CRO terms

• I can speak of my past experiences

• Recently joined Dealer.com as Senior Manager, Search Operations.

• Dealer.com is a technology and marketing company in the Automotive Industry based in Burlington, VT.

• My role is to contribute as a thought leader and advise a cross functional team on strategies to enhance services, products, and tools.

• Over 12 years experience in digital marketing in a variety of industries and capacities.

Quick Agenda

• What is CRO?

• CRO Evolution & My Experiences

• Overcoming Cross Department Objections

• Resources

• Q & A

Building Enterprise Level Testing Programs

What is CRO?

• Critical Question: What is conversion optimization?• Is it testing page components such as headlines, offers,

buttons, and colors?• Is it what technology is better?• “25 A/B Test Case Studies” Session Yesterday

– Test specifics– What If’s– Scenarios

• DO NOT copy your competitors tests

What is CRO?

• Understanding the difference between testing and creating an optimal user experiences that delivers relevancy

• “The Human Connection” Session Yesterday– Stressed upon User Experience– The people/knowledge before the technology– Understanding each and every situation is unique

• Most organizations go through an evolution learning how to crawl, then walk, and finally run.

Re-Evaluating the Conversion Process

User Experience

Header

Offer

Copy

CTA

Design

Post Click Strategy

User Experience

User Experience

User Experience

User Experience

Are You Truly Segmenting all Your Traffic and Visitors?

- Marketing Channel- Device- Persona- Searcher Intent

“Crawling” PhaseTactics Include:- Quick actions & small scale tests showing “micro success”- Free tools and resources requiring no long term strategy- Non-Committal: Requiring no “formal” approvals or business

justifications

My Example- CEO wanted to remove “free” offer on PPC landing page- Ran 30 day A/B split test using GWO and built 1 yr, 2 yr, & 3 yr. revenue

model- Result: After seeing test results, CEO did not want to remove “free” offer

Challenge decisions made with lack of data or

complete understanding

“Walking” PhaseTactics Include: - Project Based: Time line based- Financial/Results Oriented Goal: Scenario based revenue models

creating definable ROI- Limited Exposure: Subset of traffic, set cost, guarantee

My Example: - Built a comprehensive ROI model based on “reasonable” lift - Plan included a lift guarantee or money back therefore creating low risk- Result: Double digit lift in lead conversions resulting in millions

What’s Right For You?

Vendor Feature 1 Feature 2 Feature 3 Feature 4 Feature 5

Name 1 x x   x  

Name 2   x   x x

Name 3 x   x x  

Name 4 x x     x

Name 5   x x x  

Name 6 x   x   x

Name 7 x x x x  

Name 8 x x     x

Name 9 x   x x  

Name 10     x x x

Technology vs. Professional Services

Implementation Timeline

Implementation Technology

Guarantee

Past Success

Total Cost of Ownership

Years in Business

Testing Methods

“Running” Phase- Long Term Commitment

- Dedicated Resources

- Sophisticated Toolset and Analytics

My Example:

- Building upon past smaller successes

- Demonstrated the advantages of a long term comprehensive conversion program vs. testing .

- Built internal cross department support with web development & designers

- Invested in best of breed resources including toolset, analytics, and people

- ****Overhauling Strategy vs. Testing Elements of a Page****

Cross Department Support

• As we moved through the phases resistance built• Key is Common Sense. Most Individuals Want to Feel

Involved and Valued• Objections Include:

1. You are outsourcing thus eliminating my job

2. You are doing this because you do not believe we are capable

3. We have unique IT systems and 3rd party tools will not work

4. In the past we decided this would not work

5. There are other more important projects

Objection No. 1

• Objection: You are outsourcing thus eliminating our jobs

• Response: What’s In It For Them?

You will learn a new skill set that will make you more valuable to this company as a “conversion rate expert” and more marketable in general

Objection No. 2

• Objection: You are doing this because you do not believe we are capable

• Response: What’s In It For Them?

You can focus on other equally or more important projects that fit your skill set more accurately.

Objection No. 3

• Objection: We have unique IT systems and 3rd party tools will not work

• Response: Involvement & Participation

I would like you to be involved and discuss these specific issues as you are much more qualified than me.

Objection No. 4

• Objection: In the past we decided this would not work

• Response: Involvement & Participation

Let me show you my research and get you involved and let me know your thoughts.

Objection No. 5

• Objection: There are other more important projects

• Response: What’s In It For Them?

Goal is to increase effectiveness and ROI across the board for all of our projects.

Key Take Aways

1. Don’t Confuse Testing & Conversion Optimization

2. It’s Not About the Technology

3. Conversion Optimization affects the entire organization

4. Think of all Parties Involved & Create Value

5. DO NOT copy your competitors

Resources

Great Reads…

- Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers

- Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

- Ultimate Guide to Pay-Per-Click Marketing

Questions

Twitter @BrianAllenJones

LinkedIn:linkedin.com/in/brianallenjones

Email: brian.jones@dealer.com