“How we grew the sales of SEOmoz

by 170% —and how you can use the same

process on your own website.”

Karl Blanks, Ben Jesson, Stephen Pavlovich

What you will get in the next 60 minutes

1.  The changes we made—and why we made them.

2.  The process we used, so you can grow your own business.

Who are Conversion Rate Experts?

…we tripled the revenues of this business, up to $9.1 million

…spending $250,000 per month on advertising

…the 3rd-fastest-growing website in the world!

First-ever Google-authorized consulting partner in Europe

Weight loss website

•  $5 million business.

•  Our !rst test resulted in an overnight 67% increase in sales.

B2B info marketing site •  More than doubled its conversion rate (to 52%).

•  Cost-per-lead halved, which dramatically increased the number of leads the company could afford.

e-Commerce site •  Increased total sales by 50.3%.

•  “That is incredible, hopefully we can eliminate the effects of the recession.”

Recruitment website •  Increased sales by 102%, then 32%, then 35% within two weeks of starting.

What do we do?

It’s not about the tools… it’s what you do with them

What do we do?

It’s not about the tools… it’s what you do with them

What do we do?

It’s not about the tools… it’s what you do with them

What do we do?

It’s not about the tools… it’s what you do with them

Designing your experimental web pages (your “challengers”)

Creating your experimental strategy

•  SEO agency and membership site •  Experienced with conversion…

14 out of 273 pages devoted to SEOmoz

52% increase from !rst split test

William Monkeyspeare

Do you need a Wii?

O/CO

—a more sophisticated approach

(O/CO=Objection/Counter-Objection)

Objection

Counter-objection

The O/CO Approach

•  If they don’t trust your company

•  If they don’t believe your product …is better than competitors …is better than nothing …works

•  If they don’t understand what you’re offering

•  If you aren’t making enough offers

•  If they see the decision as being too risky

Determine the objections Then make changes that address these objections Build trust elements

Then… …show advantages over competitors …show bene!ts over “nothing” …show proof it works

Use techniques to improve comprehension

Make more offers

Use risk reduction strategies

What you need to know:

(i) Desires: What visitors want

(ii) Objections: Why they’re abandoning

www.conversion-rate-experts.com/articles

How did we get into the minds of the customers?

1.  Surveyed…paying members, non-paying members and cancelling members

2.  Learning from face-to-face selling

3.  “Method Marketing”—we became the customer

4.  Usability tests (used Twitter)

5.  Split test (Omniture Test&Target)

Surveying customers and non-customers

Learning from face-to-face selling 1.  What keeps customers awake at night?

2.  What are they afraid of?

3.  What are they angry about?

4.  What are the trends occurring in their business/industry?

5.  What do they want most of all?

1. Going through your website with salespeople.

2. Listening to customer calls. 3. Get reports on the FAQs.

Learning from face-to-face selling

Learning from face-to-face selling 1.  Asking salespeople to create a table of objections and

counter-objections.

2.  Seeking out an opportunity to sell face to face.

Learning from face-to-face selling

Learning from face-to-face selling

Learning from face-to-face selling

“Method marketing”

“Method marketing”

“Method marketing”

Don’t copy the page —copy our process

How long should a page be?

How long should a page be?

How long should a page be?

Am

azon

pro

duct

pag

e

How did we get the rest of the 170%?

Funnel optimization

Funnel optimization

“$1 offer” campaign

•  To existing email subscribers •  Great service—reduce risk

“$1 offer” campaign

How to write emails that convert •  write email in your own email client •  write to a particular person •  bene!ts •  no waffle •  avoid “used car salesmanship”

“$1 offer” campaign

…from a private offer!

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•  “108 Conversion Tips”

•  “14 Free Conversion Tools”

•  Conversion-rate-experts.com/articles/

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