Post on 13-May-2015
description
Start Garden Conversion Optimization
Paul Kortman @namtrok #StartGarden
connexsocial.com/presentations
Digital Marketing Agency● Organic Search● Online Ads● Copywriting● Content Generation● Social Media● Data Analysis
● Email Marketing● Conversion
Optimization● Inbound Marketing● Retargeting● Lead Generation
@namtrok #StartGarden paul@connexsocial.com
Class Overview
● Definitions and Terms in CO● Tests● Tools● Live Drive
@namtrok #StartGarden paul@connexsocial.com
Conversion Optimization Defined
● Conversion: move one step deeper● Rate: Measure who convert● Optimize: Increase Rate
@namtrok #StartGarden paul@connexsocial.com
Conversion Optimization Is Not:
● Increasing/Filling the top of the funnel● Changing Source of Traffic
@namtrok #StartGarden paul@connexsocial.com
Terms used in CO
● Call to Action (CTA)● Landing Page● Micro conversion● Macro conversion● Lead Generation● A/B or Multivariate Testing● Above the Fold● Heatmap
@namtrok #StartGarden paul@connexsocial.com
Don’t forget
Landing PageInformative Page
More InfoApplication/Form Submit
Contact Made
Purchase/Sale@namtrok #StartGarden paul@connexsocial.com
Goal of Conversion Optimization
Increase Bottom Line through increased● quantity of leads ● quality of leads
@namtrok #StartGarden paul@connexsocial.com
Class Overview
● Definitions and Terms in CO● Tests● Tools● Live Drive
@namtrok #StartGarden paul@connexsocial.com
Tests Versus Opinions
● What’s the better motivating CTA?○ Donate Now!○ Join the Cause!
● There are basics/standards/best practices● The rest (even best practices) need to be
tested
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● CTA○ Text Variations○ Button Size○ Color○ Location
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Headline Text
Sign Up Now!Join Now for Early Benefits.Sign up for your chance to win a trip to HawaiiSubscribe to discover the benefits we offer!
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Subheadline Text
Your contribution to Best Friends goes straight to work helping tens of thousands of animals — both at the Sanctuary and, through outreach and rescue programs, all across the country. Your gift today helps to Save Them All.
The ability to Save Them All can only be achieved when like-minded organizations and individuals come together.
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Amount of Text
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Value Proposition
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Hero Image○ Variations○ Size○ Formatting
@namtrok #StartGarden paul@connexsocial.com
● Directional Cues
Aspects/Elements To Test
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Page Layout
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Form Elements/Length
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Testimonials
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Trust Badges
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Logo
@namtrok #StartGarden paul@connexsocial.com
Aspects/Elements To Test
● Nav
@namtrok #StartGarden paul@connexsocial.com
Class Overview
● Definitions and Terms in CO● Tests● Tools● Live Drive
@namtrok #StartGarden paul@connexsocial.com
Tools: Unbounce
● Subdomain● Easy Testing/Weighting● Build without your CMS
@namtrok #StartGarden paul@connexsocial.com
Tools: Optimizely
● Javascript● Can optimize any page● Easy Testing/Weighting
@namtrok #StartGarden paul@connexsocial.com
Class Overview
● Definitions and Terms in CO● Tests● Tools● Live Drive
@namtrok #StartGarden paul@connexsocial.com
Questions?
Thank You!connexsocial.com/presentations
Paul Kortman paul@connexsocial.com @namtrok