conversion architecture improve your online performance while reducing your online spend by doug...

Conversion ArchitectureImprove Your Online Performance

While Reducing Your Online Spend

By Doug Schust

“A conversion is getting someone to take a predetermined action that you want to track and measure the impact of that action in your business”

Let’s Define Conversion

Just Some Facts

• 82% of all searched traffic will never end up on your home page!

• Average time someone spends on a home page - 25 Seconds

• Average time someone spends on a Landing page – 13.2 Seconds

How Information Is Read Online Visual Site Path

Images & Colour

• Studies show that people are first drawn to images on a page and then Colour

• 83% of the population react to visual stimulation first

A TypicalClient

DecisionFunnel

How Do You Target Your Potential Clients

Now Ask Yourself One Question!

• If 2% conversion is the internet standard then?

Answer

• Where did the other 98% go!

• And how can I get a higher percentage of that traffic to take action at my current spend rate or less!

Reality Is

• 100% of your ad spend budget is getting 2% of your visitors

What Effects Conversion

• The amount of activity on your site• The source of that activity• The nature of that activity• The results of that activity

2 other key words you need to understand

Relevance & Influence

The Amount of Activity• How much traffic are your getting to your

site

• Are you getting enough traffic to make the internet a valuable business tool

SEOPPC

SMO Banners

Where is That Activity Coming From

What Are They Doing When They Are On Your Site

What If ?

• What If I Could See What They Looked At, The Order They Looked At In And The Action The Took Based On That Search Term

• Would this allow me to make the necessary adjustments to increase our conversion!

What Are Those Key Elements

WHICH factors delivers the best results based on that search term

• Ad – Test multiple variations of PPC ads to track the click through rate in your ad groups, this helps to define your profile

• Landing Page– Headline– Image (s)– Action– Offer“make sure you have enough traffic to validate your

findings, the amount of test traffic can have a significant impact on your long term results”

Track What They Are Looking At

Results• 3 Week ROI• PPC CTR average over 6 weeks 14.1%• 4.7% conversion• 800+ people to site per day• 40% was referral traffic, using FaceBook &

Yahoo Answers• Bundled & Split Tested PPC & SMO

strategies

Why

• Ask The Right Questions

• Measure The Right Items

• Perform The Right Tests

• Analyze & Adjust Based on Results

8-9 Page

Micro site

Left Main

Corporate site alone

Speed to Market

Quicker Results!

Results• 7.3 Week ROI• PPC CTR average over weeks 7.2%• 439 people to the site• 26% was referral traffic, using FaceBook• Bundled & Split Tested PPC & SMO strategies

and we are continuing!• More of a branding exercise

Why





Even With Social Media

Why





Pianobench.com

Piano Bench Sample

Results• 5 Week ROI• PPC CTR average over 5 weeks 10.2%• Went from 1.6% to 5.7% conversion• Reduced PPC Ad Spend Budget $500 per

month• Increased Sales by over 300%• Bundled Landing Pages & Split Tested PPC

Why





Predictably Irrational Behavior

Apple 30GB iPod touch – Black

$400.00

Apple 15GB iPod touch – Black

$300.00Buy Now Buy Now

32% 68%


Apple 30GB iPod touch – Black$400.00



Buy Now Buy Now Buy Now

84% 16% 0%

• The “decoy effect”

– Definition: consumers will tend to have a specific change in preference between two options when also presented with a third option that is unevenly dominated

– When the unevenly dominated option is present, a higher percentage of consumers will prefer the dominating option than when the unevenly dominated option is absent.

– The unevenly dominated option is a decoy serving to increase preference for the dominating option.


1,000,000 opt-in subscribers! Households. Dynamically personalized to consumer needs.

Data used for content personalization: Zip Code Grass Type Weather Weed and Insect Problems

Scotts Uses Lawn Care Update. . . To Establish Relationship with Consumers To Drive Traffic to Channel Partners To Cross-Sell other Scotts Products To Create Brand Advocates

Joel,

Scott’s Lawn Care

What Did We Do!





1,000,000 opt-in subscribers! Households Dynamically personalized to consumer needs.

Data used for content personalization: Zip Code Grass Type Weather Weed and Insect Problems

Scotts Uses Lawn Care Update. . . To Educate Consumers To Drive Traffic to its Web site To Cross-Sell other Scotts Products For Create Brand Advocates

Joel,

Lawn Care Update Subscribers . . . Spent 16% more Scotts fertilizer per year than those who don’t subscribe. Are twice as likely to apply the recommended Scotts product. Twice as likely to refer Scotts products

Average Home Spends $311.00 per year

What Does This all Mean!

• Test & Test

• Analyze & Modify

• Define your Control Page / Elements– Make sure you set your benchmark from a

tested sample for comparison

Avoid Distractions• Do Not Distract your visitors• Eliminate Navigation on all Landing Pages• Remove any images or text that can divert the

user from the goal of the page, Set Goals and Track Them

• Minimize links (especially external) that can steer the user away from the page

• Keep things simple and clean!

Most Important!

Don’t Make People Think Make Them React !

Its About Human Behaviour Online

What Can This Do!

• If you do the correctly, you will double and in some cases even triple your conversion, which should lead to spending less on your ad spend and possibly your SEO.

• Don’t forget that good Permission Based Email Marketing has one if not the highest rate on conversion on the internet.

Questions Please

Thank You for listening!

***For a Recording from this Webinar please contact the

WSI Consultant who invited you***

conversion architecture improve your online performance while reducing your online spend by doug...

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