1

Spring 2010

CONVERSION MARKETINGCONVERSION MARKETING

Spring 2010Spring 2010

Mary Lou Roberts 1

2

Spring 2010

THE BASIC STRATEGIESTHE BASIC STRATEGIES

Mary Lou Roberts

3

Spring 2010

DIRECT MARKETING LEAD DIRECT MARKETING LEAD PROCESSPROCESS

4

Spring 2010

QUALIFYING LEADSQUALIFYING LEADS

DD esire esire

A A uthority uthority

MM oney oney

NN eed eed

Mary Lou Roberts 4

5

Spring 2010

DISTRIBUTION, FOLLOW-UPDISTRIBUTION, FOLLOW-UP

Timing and Value of Lead Determines:

“Hot Prospects” to Field Sales to Close

Others to Combination of Personal/Non-

Personal Media

Until Value/Timing Warrants Becoming “Hot

Prospect”

Mary Lou Roberts 5

6

Spring 2010

CONVERSION ON THE CONVERSION ON THE INTERNETINTERNET

Is It Click-Through From Online Ad

(Display, PPC) or Social Network That

Brings Prospect to Web Site? Register/ Capture Data – Begin Dialog

Is It Making a Purchase on the Site? Now or at a Future Time?

Mary Lou Roberts 6

It’s All Of The AboveAND ALL CAN BE MEASURED

7

Spring 2010

LEAD CHALLENGESLEAD CHALLENGES

8

Spring 2010

LEAD COSTSLEAD COSTS In its “Cost-per-Lead Advertising Data Report,” Pontiflex defines basic data as

information such as a user’s first name, last name, e-mail address and postal address. Premium fields include more detailed data such as telephone numbers, social networking usernames, and custom questions.

http://www.marketingcharts.com/direct/cost-per-lead-figures-vary-by-vertical-10384/

9

Spring 2010

LEAD COSTS IN SOCIAL MEDIALEAD COSTS IN SOCIAL MEDIA

Hubspot via eMarketerFebruary 25, 2010

10

Spring 2010

WEBSITE OPTIMIZER –BROAD WEBSITE OPTIMIZER –BROAD PERSPECTIVEPERSPECTIVE

11

Spring 2010

THE CONVERSION THE CONVERSION PROCESSPROCESS

12

Spring 2010

SALES CONVERSIONSALES CONVERSION

Mary Lou Roberts 12

www.omniture.com

13

Spring 2010

MEDIA FOR MEDIA FOR GENERATION/CONVERSIONGENERATION/CONVERSION

Mary Lou Roberts 13

14

Spring 2010

FUNNEL OR SPIDER?FUNNEL OR SPIDER?

Mary Lou Roberts 14

15

Spring 2010

OR SPAGHETTI?OR SPAGHETTI?

16

Spring 2010

Landing Page Conversion

Long Checkout

   0.26%

Short Checkout

  1.04%

Increase 300%

Landing Page Conversion

Original    .80%

Optimized   1.32%

Increase 65%

Original   0.60%

Optimized   1.06%

Increase 77%

SAMPLES - LANDING PAGES TESTSSAMPLES - LANDING PAGES TESTS

Landing Page Conversion

Original 19.76%

Optimized 24.83%

Increase 26%

http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

17

Spring 2010

CONVERSION KILLERSCONVERSION KILLERS 1. Lack of clarity…answer these questions in 5

seconds… Where am I? What can I do here? Why should I do it

2. Undisciplined eye-path Direct the eye-path on your landing page using size, color, shape,

position and motion

3. Insufficient value promise Not enough reason to click

4. Excessive friction 5. Key elements of landing page eyepath: Size, color,

motion, shape, position

1. 6. Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin

TEST! TEST! TEST!TEST! TEST! TEST!

18

Spring 2010

FRICTION ON LANDING PAGESFRICTION ON LANDING PAGES

http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

With 4 good case studies!

19

Spring 2010

THREE KEY ISSUESTHREE KEY ISSUES

The Landing Page

Conversion Paths

Conversion Scenarios

Mary Lou Roberts 19

20

Spring 2010

LANDING PAGESLANDING PAGES

21

Spring 2010

Harvard Business SchoolExecutive Education ProgramDownload Our Course Catalog Onlinewww.exed.hbs.edu rank 8th

Separate Landing Pagevs

Relevant Page on Site

22

Spring 2010

EMAIL > LANDING PAGE EMAIL > LANDING PAGE STUDY STUDY

Match E-Mail Copy to Landing Page Especially the Call to Action

Same Look and Feel as the E-Mail Ask Only Essential Questions Navigation Bar May Distract from

Conversion Avoid Need to Scroll (Short Copy)

Mary Lou Roberts 22

23

Spring 2010

Whatever the Source of the Whatever the Source of the

LeadLead

IT IS A MISTAKEIT IS A MISTAKE

TO SIMPLY DUMP VISITORSTO SIMPLY DUMP VISITORS

ON THE HOME PAGE!ON THE HOME PAGE!

Mary Lou Roberts 23

24

Spring 2010

CONVERSION PATHS & SCENARIOSCONVERSION PATHS & SCENARIOS

25

Spring 2010

USE METRICS > MAP PATHS USE METRICS > MAP PATHS THROUGH SITETHROUGH SITE

Mary Lou Roberts 25

The Anatomy of a Conversion PathAnna TalericoExecutive Vice Presidention interactive

26

Spring 2010

BUILD SCENARIOSBUILD SCENARIOS

Impression Point > Where Attention Attracted

Entry Point > Where Enters Funnel Points of Resolution > Answers

Questions Relevant to Purchase Way Points > Provides Info. Necessary

for Purchase Conversion Beacon > Step Required to

Accomplish Task Conversion Point > Confirm That Task

Has Been Completed

Mary Lou Roberts 26

“What Exactly is a Conversion Scenario”and other articles on persuasion architecture byBryan Eisenbergwww.GrokDotCom.com

27

Spring 2010

CREATE PERSONASCREATE PERSONAS

http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document

28

Spring 2010

DEFINING CONVERSION- DEFINING CONVERSION- REDUXREDUX

There May Be Multiple Conversion Points

Better Stated: There May Be Many Steps On the Path to Conversion Need to Measure/Influence Them All

Each Enterprise Must Define Conversion Itself Request for Information/Capture Email Address

A First-Time Sale?

A Loyal Customer?

Mary Lou Roberts 28

29

Spring 2010

CONVERSION RESOURCESCONVERSION RESOURCES www.marylouroberts.info

Direct Marketing > Chapter 11 Business to Business http://www.olgassociation.org/index.php

GrokDotCom http://www.grokdotcom.com/ Market Motive, new premium service

http://www.marketmotive.com/ (includes paid courses)

Web Sales with a Human Touch http://www.strategy-business.com/media/file/enews-10-30-

08.pdf

Landing Page Portfoliohttp://www.ioninteractive.com/portfolio/

http://websiteoptimizer.blogspot.com/

Mary Lou Roberts 29