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?
?
What is a Conversion?
$$
What is a Conversion?
The Obvious Ones:
What is a Conversion?
Commerce Transaction:
What is a Conversion?
Free Trial:
What is a Conversion?
Request a Quote:
What is a Conversion?
Contact Us Form:
What is a Conversion?
Phone Call:
What is a Conversion?
Email Us:
What is a Conversion?
Whitepaper Download:
What is a Conversion
The “not always so obvious”
What is a Conversion
Watch a video
What is a Conversion
Read Case Study
What is a Conversion
View Site Content
What is a Conversion
Social Links
What is a Conversion
Email Signup
What is a Conversion?
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?
What Conversions Matter?
How do you determine?
What Conversions Matter?
• What is your business’ reason for existence?
• Where does digital marketing support it?
Starting Point: Business Objectives
Revenue
Acquisition
Retention
“Win back”
Operations
Support
IT
Production
Finance
Stakeholder
Employees
Customers
Shareholders
What Conversions Matter?
Company Objectives 2011
Starting Point: Business Objectives
Revenue
Acquisition Retention “Win back”
Sub initiatives
30k ft view
What Conversions Matter?
What Conversions Matter? Map your external stakeholder touch points
Trade Show Booth
Web Site Visit
Video/ white paper
view
Lead Generation
Form
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
What Conversions Matter?
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
Optimizing Conversions
User Experience
Optimizing Conversions
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
Optimizing Conversions
Cheap (maybe) Tool: ClickTale Heatmap
Some Key Metrics:
• Hovers• Hover Conversion• Time to Click• Hesitation
www.clicktale.com
Cheap (maybe) Tool: ClickTale Form Analysis
Optimizing Conversions
www.clicktale.com
Other ClickTale Features:
Optimizing Conversions
• 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
Optimizing Conversions: The Landing Page
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.
Optimizing Conversions: The Landing Page
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
Optimizing Conversions: The Landing Page
Tool: Clicktest (from Usability Hub)
www.theclicktest.com
Optimizing Conversions: The Landing Page
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
Optimizing Conversions: The Landing Page
Tool: Navflow (from Usability Hub)
• Success/failure report
• Identify holes/gaps
• Retest
www.navflow.com
Optimizing Conversions: The Landing Page
Cheap Tool: Attention Wizard
www.attentionwizard.com
• Predictive Heatmap• Predicts eye movements
Price: From $6 a test, also subscription option
Optimizing Conversions: The Landing Page
Free Tool: Mobile Phone Emulator
www.mobilephoneemulator.com/
Optimizing Conversions: The Landing Page
Cheap Tool: UserTesting.com
www.usertesting.com
Optimizing Conversions: Site Usability
Cheap Tool: UserTesting.com
Follow up questions after site review
Standard demographics
www.usertesting.com
Optimizing Conversions: Site Usability
Cheap Tool: UserTesting.com
www.usertesting.com
Video
Follow Up Question Answers
Price: $39 per test
Optimizing Conversions: Site Usability
Cheap Tool: Feedback Army
www.usertesting.com
Optimizing Conversions: Site Usability
Cheap Tool: Feedback Army
www.usertesting.com
Price: $15 for 10 answers
Optimizing Conversions: Site Usability
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
Optimizing Conversions: Practical Methodology
Always allow time for testing
Optimizing Conversions: Practical Methodology
Testing & Segmenting: Start Simple
Optimizing Conversions: Practical Methodology
• Buyers & Non-Buyers (on your list)
• Product Line
• Traffic Source / Initial Touch
Optimizing Conversions: Score Everything!
5 1 2
• 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
Optimizing Conversions: Practical Methodology
• 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
Lead
Score
Sales Process
Sales Close (or
not)
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
[email protected]@adamproehlwww.linkedin.com/in/adamproehl
Post Click Marketing