30 Free Tools to Measure Your Social Media Effectiveness

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Post Click MarketingPractical Methods for Conversion Optimization

Adam ProehlManaging Partner, NordicClick Interactive@adamproehl

6/13/2011

About Me

• 14 years of online marketing experience

• Principle at NordicClick Interactive – a full service Digital Marketing Agency

• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, DMA

• Instructor at the Online Marketing Institute

• All around “Data driven kinda guy”

• Unapologetic Viking Fan (Don’t take my team!)

Topics

• What is a Conversion?

• What Conversions Matter to Your Business?

• Measurements

• Optimizing Poor Conversion Rates

• Post Conversion – Now What?

What is a Conversion?

The Obvious Ones:

Commerce Transaction:

Free Trial:

Request a Quote:

Contact Us Form:

Phone Call:

Email Us:

Whitepaper Download:

What is a Conversion

The “not always so obvious”

Watch a video

Read Case Study

View Site Content

Social Links

Email Signup

Types of Conversions: A simplified lame sports analogy

Assists Points

Conversion Types

Points (Kareem)

Lead Form Order Request literature

Webinar Signup

Free Trial (with name

capture)

Assists (Magic)

Whitepaper download View video Read case

studySite

EngagementNewsletter

signup

•You get the name•Follow up action/deliverable required• Varying degrees of value

• May not capture name• Might not be an immediate follow up action• Possibly set them up for a return visit/hard conversion

What is a Conversion?Understand conversion metrics

What is Not a Conversion?

…Any “conversion” that doesn’t matter to your business

What Conversions Matter?

How do you determine?

• What is your business’ reason for existence?

• Where does digital marketing support it?

Starting Point: Business Objectives

Revenue

Acquisition

Retention

“Win back”

Operations

Support

Production

Finance

Stakeholder

Employees

Customers

Shareholders

Company Objectives 2011

Starting Point: Business Objectives

Revenue

Acquisition Retention “Win back”

Sub initiatives

30k ft view

What Conversions Matter? Map your external stakeholder touch points

Trade Show Booth

Web Site Visit

Video/ white paper

Lead Generation

Qualification Follow Up

Sales Call

Triggered email

Presentation

Signed Contract

Support

After market accessories /

add ons

Renewal Inquiry

Simplified Example

Start Here

• Business Objectives

• Success Measurements

• Benchmarks

• Get Stakeholder Buy-In

What Conversions Matter?:

Involve Stakeholders & Define Success Early

Determining conversions that matter - who needs to be involved?

Measurements

Web Analytics

Measurements

So My Site Conversion Rate is:

Measurements

Site Conversion:

Without context, it’s a useless stat

Measurements

The Flaw of Averages

Measurements

Making Conversion Metrics Useful: Adding Context

•Segmentation

•Assigning Value

Measurements

Segmentation

Measurements

Traffic Segmentation – “Points”

Measurements

Traffic Segmentation – A level deeper: keywords

Measurements

Traffic Segmentation – Understanding Behavior

New Visitor

Returning Visitor

Measurements

Deeper Segmentation – Understanding Behavior

New Visitor

Measurements

Deeper Segmentation – Mobile & Landing Pages

Measurements

Deeper Segmentation – Mobile & Landing Pages

Measurements

Deeper Segmentation – User Platform

Measurements

Deeper Segmentation – Some Basic Things to Look For

• Traffic Source

• Campaign

• User Systems

• New vs. Returning Visitors

• Keyword Phrase

Measurements

- Shorten URL (bit.ly, ow.ly, etc)

- Make it trackable in GoogleAnalytics

-All in one interface from a Firefox sidebar

http://addons.mozilla.org

Free Tool: Snip-n-Tag (Firefox Add on)

Measurements

Assigning Value

Measurements

Doing the Math: Simple B2B ExampleNumber of Leads: 1,000

x% that Sales can close: 15%

xAverage Value of close lead: (annual) $10,000

Number of Leads: 1,000

=Average Value of a Lead Form Submission:

$1,500

Balance averages with granularity

Measurements

Assigning Value (Google Analytics Example)

• Document method for assigning value

• Have buy-in from appropriate stakeholders

• Acknowledge your unknowns & “educated guesses”

Measurements

Assigning Value: Assists (back to lame sports analogy)

Career leader in points

Measurements

Assigning Value: Assists

Where would he be without these guys?

Measurements

Assigning Value: Understanding Assists

Downloads

Measurements

Deeper Segmentation – Type of Event

Measurements Optimization

Befriend a Geek

• Special Tagging Needs

• Business Requirements

• Tracking Vigilance

• Code Updates / Enhancements

Measurements Optimization

Switching Gears – “What’s a Marketing Report?”

More to it than just data, statistical significance, and confidence levels

Optimizing Conversions

Convergence of Art & Science

Image Credit: Elaine Strosberg, UCLA

User Experience

Review click patterns by source

Crazy Egg

• Click based heatmapping tool• Segmentation capabilities (source, geo, date/time, OS, screen, etc)• Simple java script code• Cheap – Starting at $9 a month

Cheap (maybe) Tool: ClickTale Heatmap

Some Key Metrics:

• Hovers• Hover Conversion• Time to Click• Hesitation

www.clicktale.com

Cheap (maybe) Tool: ClickTale Form Analysis

www.clicktale.com

Other ClickTale Features:

• Session Recordings

• Conversion Funnels

• Other Heatmaps

Price: Free for 400 pageviews / mo$99/mo for 20k pageviews/moBigger Plans for bigger sites

Optimizing Conversions: The Landing Page

Free Tool: Clueapp

www.clueapp.com

• Displays landing page for 5.5 secs.

• Pick your users

• 48 hour time limit from start

• One Simple Task: “The most remembered words and phrases for your webpage”

• Price: Free

Three tools in one: Usability Hub

www.usabilityhub.com

Price: • Starts at free, but $20 a month would be recommended for most SMB’s• Earn freebies by particpiating in tests

Tool: Five Second Test (from Usability Hub)

www.fivesecondtest.com

• Displays a screenshot for 5 secs.

• Ask follow up questions after image removed

• Select number of responses you want

Task: Imagine you own a small retail business or restaurant. You are looking at vendors to service your business operations and you come across this site.

Tool: Five Second Test (from Usability Hub)

www.fivesecondtest.com

Keyword Cloud Responses

Price: • Starts at free, but $20 a month

would be recommended for most SMB’s

• Earn freebies by particpiating in tests

Tool: Clicktest (from Usability Hub)

www.theclicktest.com

Cheap Tool: Navflow (from Usability Hub)

• Have users test your ideal vision of a navigation flow

• See how many get it right (according to your vision)

• Find holes in your design flow

www.navflow.com

Tool: Navflow (from Usability Hub)

• Success/failure report

• Identify holes/gaps

• Retest

www.navflow.com

Cheap Tool: Attention Wizard

www.attentionwizard.com

• Predictive Heatmap• Predicts eye movements

Price: From $6 a test, also subscription option

Free Tool: Mobile Phone Emulator

www.mobilephoneemulator.com/

Cheap Tool: UserTesting.com

www.usertesting.com

Optimizing Conversions: Site Usability

Follow up questions after site review

Standard demographics

www.usertesting.com

Follow Up Question Answers

Price: $39 per test

Cheap Tool: Feedback Army

www.usertesting.com

Cheap Tool: Feedback Army

www.usertesting.com

Price: $15 for 10 answers

Optimizing Conversions:Survey Data

Free Tool: 4Q Survey Designed by Avinash

www.4qsurvey.com

• Free for first 100 responses

• 4 basic questions

• Simple java script implementation

• GA integration

The Three Click Rule: Forget it

Optimizing Conversions: Practical Methodology

Make Crumbs

Always allow time for testing

Testing & Segmenting: Start Simple

• Buyers & Non-Buyers (on your list)

• Product Line

• Traffic Source / Initial Touch

Optimizing Conversions: Score Everything!

• Automated = Best; Manual = Can Work

• Not rocket science – start simple

• Learn & adjust

• Buy in from Stakeholders

Web Pages

Email links

Comments

Conversions

Downloads

Source

Frequency

More……..

Testing & Segmenting: Start Simple

• Buyers & Non-Buyers (on your list)

• Product Line

• Traffic Source

Post Conversion

Post ConversionYour view of the web based leads

Post ConversionSales’ view of web leads

Post Conversion

Close the Loop

Sales Process

Sales Close (or

Feedback

Post Conversion

Dollars & Margins (where you can)

Post Conversion

Reporting

Takeaway Points

• Understand what a conversion is• Determine what applies to your

business• Measure• Test• Post Conversion: Close the Loop

Thank You

Practical Methods for Conversion Optimization

Adam ProehlManaging Partner

adam@nordicclick.com952-460-3331@adamproehlwww.linkedin.com/in/adamproehl

Post Click Marketing

30 *Free* Tools to Measure Your Social Media Effectiveness

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30 Free Tools to Measure Your Social Media Effectiveness