View
23.036
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com
Citation preview
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Anatomy Of a Perfect Landing Page
Presented by
Bryan Eisenberg - @TheGrok
A Paint By Numbers Approach to Increasing Your Conversion Rate
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Most websites don’t have a TRAFFIC problem...
However, every website has a CONVERSION problem!
© 1998 - 2011 BryanEisenberg.com & @TheGrok
• $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Why Settle for a 3% Conversion Rate?
1. Schwan’s 41.7%2. ProFlowers 26.5%3. Vitacost.com 24.0%4. Woman Within 22.4%5. Blair 20.5%6. Lands' End 19.5%7. Doctors Foster and Smith 18.6%8. Office Depot 18.4%9. Roaman's 18.4%10. QVC 18.3%
© 1998 - 2011 BryanEisenberg.com & @TheGrok5
92:1
Companies typically spend $92 to bring customers
to their site.
But only $1 to convert them.
© 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.39
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
4 variables most strongly correlated with improved overall conversion
• Perceived control over conversion rates
• A structured approach to CRO
• Having someone directly responsible for CRO
• Incentivising staff based on conversion rates
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Methods currently used for improving conversion rates
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
The Hard Work Pays Off• Companies whose conversion rates have
improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved.
• Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
WebsiteTestingTools.com
© 1998 - 2011 BryanEisenberg.com & @TheGrok
There is a Magic Formula
© 1998 - 2011 BryanEisenberg.com & @TheGrok
30 Key Optimization FactorsPlanningWIIFM: What's in it for me?Unique Value Proposition/Campaign PropositionThe Buying DecisionCategorization
StructureUsabilityLook and FeelSearchabilityLayout, Visual Clarity, and Eye TrackingPurchasingToolsError PreventionBrowser Compatibility
MomentumProduct PresentationLoad TimeAIDAS (Scent)Trust & CredibilityNavigation / User of LinksProduct Selection / CategorizationUp-sell / Cross-sellCalls to Action / formsPoint of Action Security & Privacy
CommunicationPersuasive CopywritingContent Headlines ReadabilityUse of Color and ImagesTerminology / Jargon"We-We" Test (Customer-Focused Language)Features like reviews
© 1998 - 2011 BryanEisenberg.com & @TheGrok
The Conversion Trinity1. Are you relevant to MY query?
2. Do I know WHY you are the right solution for me?
3. Is it obvious WHAT I need to do next?
Relevance Value Call to Ac/on
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Landing Page Guidelines
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Relevance
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary…
Advertisers are coming to the realization that ads must have a scent that the user will likely find useful."
- Krishna Bharat, senior research scientist at Google
Relevance
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Where is The Landing Page Opportunity?
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Victoria’s Secret is Scent
© 1998 - 2011 BryanEisenberg.com & @TheGrok
What is the Scent Quality?BrandImageOfferCategoryProduct
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Good Use of Scent
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Even Better Use of ScentBrandImageOfferCategoryProduct
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Scent Cues Include• Trigger Words / Offers
• Graphics
• Color
• Shape
• Location
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Geico Banner, Appeals to Who?
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Landing Page Optimization Is Not Enough!
© 1998 - 2011 BryanEisenberg.com & @TheGrok
You Need to Look At All Customer Journeys & Processes
• Average conversion improvement range 5%-20% (As high as 100%)
MESSAGE CONSISTENCY
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Do You Think You Should Treat These The Same?
First Time Visitor vs Repeat Customer
West Coast vs East Coast
Local vs International
Early bird vs Lunchtime vs late night browsers
Technical feature creature vs. Price pouncer
Brand/Model Searchers vs. broad category searchers
Who Makes Up Your Segments?
© 1998 - 2011 BryanEisenberg.com & @TheGrok
“DVD Players”
“Sony DVP-NS500V”
“Compare DVD Players”
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Personas Build Predictive Models
1. Simple Personas - include decision making styles, buying stages and some basic segmentation
2. Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research,
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Eyetracking 4 Types: Jakob Nielsen
http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Competitive Patterned Behavior
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Methodical Patterned Behavior
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Spontaneous Patterned Behavior
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Humanistic Patterned Behavior
© 1998 - 2011 BryanEisenberg.com & @TheGrok
A framework is only as good as what you do with it
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Value
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Call to Action
© 1998 - 2011 BryanEisenberg.com & @TheGrok
The Conversion Trinity In Action1. Are you relevant to MY query?
2. Do I know WHY you are the right solution for me?
3. Is it obvious WHAT I need to do next?
Relevance Value Call to Action
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Boosted Sign-Ups by 52.8%
Relevance Value Call to Action
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
The Conversion Trinity1. Are you relevant to MY query?
2. Do I know WHY you are the right solution for me?
3. Is it obvious WHAT I need to do next?
Relevance Value Call to Action
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Don’t do Slice & Dice Optimization
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Can You Spot The Differences?
© 1998 - 2011 BryanEisenberg.com & @TheGrok
They Test For Impact Not Variations
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Opportunity Cost
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Using Our Process
• Spontaneous seek top sellers & new releases
• Humanistics care about reviews
• Methodicals find by genre
• Competitives search by actor, title, etc.
© 1998 - 2011 BryanEisenberg.com & @TheGrok
$25M Opportunity Gain
“I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately…We fixed it that night, and saw an immediate 5% lift in our sales.“Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com
© 1998 - 2011 BryanEisenberg.com & @TheGrok
“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
It’s Not About What but Why
Optimize All You Want
© 1998 - 2011 BryanEisenberg.com & @TheGrok
3 Types of Landing Pages
Take an Action
Fill Out a Form
Link to Information
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Main Landing Page Sections• Logo• Headline
• text• graphical
• Offer• Descriptive copy
• Bullet/block• List of key features• List of key benefits
• Product/Service Presentation • Product image• Tours• Screen shots• Life-style images
• Calls to action• Links• Buttons• Forms
• Confidence Building• Testimonials• Examples of users• 3rd Party validators
• Link to more information• Template elements
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Breaking Down Sections
Logo
Call to Action
Headline
Product presentation
Confidence building
Offer
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Logo
Call to Action
Headline
Product presentation
Links to More Information
Offer
Template elements
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Logo
Call to Action
Headline
Offer
Product presentation
Links to More Information
Confidence building
Template elements
Confidence building
Call to Action
Links to More Information
Confidence building
© 1998 - 2011 BryanEisenberg.com & @TheGrok
5 Dimensions
• Relevance
• Quality
• Location
• Proximity
• Prominence
Logo
Call to Action
Headline
OfferProduct presentation
Links to More Information
Confidence building
Template elements
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Not Good Quality Elements
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Every Element Shows Quality
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Location
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Proximity Boosted Sign-Ups by 52.8%
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Check Your Page in Gray Scale
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Wirify.com
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Color Has Impact
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Before HeatMap
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Prioritize Actions
12
3
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
After HeatMap
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Check Out The Gaze Order
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Probability of Fixed Gaze
Image created with 3M/VAS
© 1998 - 2011 BryanEisenberg.com & @TheGrok
111% Increase in Conversions
Made the call to action more prominent!
© 1998 - 2011 BryanEisenberg.com & @TheGrok
It’s Not the Tool, It’s How You Use Ithttp://mo.am/21secrets
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Bryan Eisenberg
Blog: www.BryanEisenberg.com
ClickZ.com Column: ROI Marketing Since 2001
Twitter:@TheGrok