Basics of conversion rate optimization presented to the Dealer.com Digital Advisor training team on 1-11-12.
Citation preview
1. Conversion Rate Fundamentals1/11/12 1
2. As Soon as You Get Back! Sign up for WhichTestWon.com
Newsletter You will receive an email with a real live test where
you can vote for the winner After you vote it will take you to the
results page Tons of tests, tons of information
www.WhichTestWon.com1/11/12 2
3. What We Have Covered So Far1. Search Trends 20112. 4 Pillars
of PPC Advertising1/11/12 3
4. Today You Will Learn1. Introduction to the L.I.F.T model and
how to use it to analyze2. 7 Common Landing Page Mistakes to
Avoid3. 5 Landing Page Tips You Can Discuss With Your Clients
Today4. Testing Tools You Can Suggest Today1/11/12 4
5. L.I.F.T Model To read more about the L.I.F.T model visit
www.widerfunnel.com1/11/12 5
6. Value Proposition1. #1 Factor in Conversion2. All other
components are drivers or inhibitors1/11/12 6
7. Relevance1. Does the landing page relate to what the visitor
clicked on? This is called scent2. The relevance of the value
proposition is critical3. Your page must use terms your visitor
relates to Pre-owned vs. usedwhat are consumers searching for?4.
Your landing page must be consistent with the link the visitor came
in1/11/12 7
8. Clarity1. Does the landing page clearly articulate the value
proposition?2. Clarity is the most common aspect marketers struggle
with3. Two aspects of clarity to focus on are design &
content4. Designing for clarity creates an unimpeded eyeflow5.
Content clarity ensures the images and text combine to minimize
comprehension time 1/11/12 8
9. Urgency1. Is there an indication that action needs to be
taken now?2. Two components Internal (how the visitor is feeling
upon arrival) External (influence the marketer can introduce to the
visitor)3. Tone of presentation, offers, and deadlines can all
influence externally1/11/12 9
10. Anxiety1. What potential misconceptions or worries could
the visitor have about taking an action?2. Anxiety is a function of
the credibility you have built with the visitor3. By asking the
visitor to take action you are asking the visitor for trust1/11/12
10
11. Distraction1. Are there any actions on the page that could
divert a visitor?2. The more visual inputs a visitor has the less
likely they are to make a decision3. Minimizing distractions like
unnecessary product options, links and extraneous information will
increase conversions1/11/12 11
12. 6 Common Landing Page Mistakes1. Improper Factoring2.
Running a Test Too Short or Too Long3. Tracking or Analyzing the
Wrong KPIs4. Not Targeting or Segmenting5. Not Taking Action on
Results6. Being Tactical vs. Thinking Ahead1/11/12 12
13. Improper Factoring Poor or No Isolation of Variables For
example, changing a headlines text, font, and color, all at the
same time Buy One, Get One Free Get Two For the Price of One How
many tests should this change encompass? 1? 2? 3? 4? 1/11/12
13
14. Improper Factoring Buy One, Get One Free Get Two For the
Price of OneThis should be 4 tests, not 1Test 1 Get Two For the
Price of OneTest 2 Get Two For the Price of OneTest 3 Get Two For
the Price of OneTest 4 Get Two For the Price of One 1/11/12 14
15. Running a Test Too Short or Long1. Stopping a test early
because you think you have a winner2. Letting a test run too long
because you dont yet have a winner 1/11/12 15
16. Tracking or Analyzing Wrong KPIs 1. Measuring a KPI that is
too far upstream (in the funnel) from the ultimate goal 2.
Measuring only one KPI when there are multiple indicators and/or
goals that matterExampleHomepage test measuring conversions 1/11/12
16
17. Not Targeting or Segmenting 1. Optimizing your site or
campaign for anyone and everyone 2. Not targeting tests to include
good visitors (and exclude bad visitors) 3. Not segmenting
resultsExamples1. Consider developing personas2. What does your
average customer look like?3. Price sensitive, Value Add, Quality,
Features 1/11/12 17
18. Not Taking Action on Results1. Not making the winning
changes to your site You or your IT department2. Not taking what
youve learned and running another test Iterative test learning -
repeat1/11/12 18
19. Being Tactical vs. Thinking Ahead1. No Plan = No Momentum
How many of your clients have a testing plan currently?2. Think
ahead, and ask: What elements are you testing? What is the
objective? What is considered successful? What is the audience? For
whom does it matter? Scheduling? What comes next?1/11/12 19
20. 5 Landing Page Tips1. Use Your Headline to Explain the
Value of Your Offer - Whats in it for Me?2. Use Caption Text Under
Your Image(s)3. Use Thank You Pages & Suggest Next Steps4. Make
Your Submit Button Engaging5. Avoid Contact Us & Submit, -
Create Stronger Offers1/11/12 20
21. Headlines1. A clear action i.e. Download our Guide2. A
clear description of your offer i.e. Download our Guide to Car
Safety3. An explanation of the value of your offer i.e. Download
our Guide to Car Safety and Learn Which Brand was Rated the Safest
by JD Powers 3 Years in a Row!1/11/12 21
22. Caption Text with Image(s)1. Rule of Thumb is to use at
least one image on a landing page2. Behaviorally, people are more
likely to read caption text than body text3. Use caption text to
underline value of your offer1/11/12 22
23. Use Thank You Pages & Next Steps1. What does your
visitor see after taking an action?2. Thank You page is a great
opportunity to suggest next actions Subscribe to newsletter Read
our blog Connect with us on Twitter Share this offer with a
friend1/11/12 23
24. Make Your Submit Button Engaging1. No one gets excited
about submitting information to a marketing database2. Best
practice is to use an action word reminding visitors what they will
get What Would You Rather Click On?1/11/12 24
25. Avoid Contact Us1. Contact Us pages only attract spam and
sales people, not prospects2. Create landing pages based on buyer
stages Early Stage Mid Stage Late Stage Early Stage Late
Stage1/11/12 25
26. Free Testing Tools (or almost free)1. Google Website
Optimizer2. Optimizely3. Visual Website Optimizer 1/11/12 26
27. WhichTestWon Test of the Week Landing Page Test Landing
Page TestDemocratic National Committee Tests its Facebook App:
Which Got More UsersInvite Friends? Version A Version B Version A
Version B1/11/12
28. 1/11/12 28
29. 1/11/12 29
30. Test Results1. Version B got significantly more app users
to invite their Facebook friends2. Test #1: Adding the word
optional to the personal message inviting friends to use the app
got a 4.5% lift in invites.3. Test #2: Using Ask Your Friends
instead of Inspire Your Friends on step two of the app got a 5.9%
lift in invites.4. Test #3: Prompting users to enter a reason for
voting AFTER they clicked the Commit to Vote button before
downloading the app boosted sign-ups 11.1%.5. Test #4: Removing the
apps permission to access Religious/Political Views from peoples
Facebook profiles boosted sign-ups 18.5%.6. Test #5: Changing the
invite message from Will you join me in committing to vote? to
[Your Friend] asks: Will you join me in committing to vote? boosted
sign-ups1/11/12 30