ERP | ERP Software development company | ERP system | ERP Solution
CO Base Deck ERP Final 100712
-
Upload
erik-peterson -
Category
Documents
-
view
29 -
download
0
Transcript of CO Base Deck ERP Final 100712
©2012 Erik R Peterson -‐ #convcon @epeterson237 1
Top Conversion Op<miza<on Tips
Erik R Peterson
©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237 2
©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237
• GTWTW! – Give Them What They Want • Understand Intent – Message match is essen<al • Get Into Their Heads – Where do they convert and why • Simplify Everything – Make it easy to find what they want • Use Analy<cs – It helps tell you where to start/focus for best ROI • Test the Obvious – Not all conversion best prac<ces work • Show Them the Money – Ar<culate the value of what you do to your client • Be the Change!
3
Top Conversion Op<miza<on Tips
©2012 Erik R Peterson -‐ #convcon @epeterson237 4
Who are you? Crowdsourcing Part 1
©2012 Erik R Peterson -‐ #convcon @epeterson237 5
Who am I? Crowdsourcing Part 1
FROMAGE O VIN
©2012 Erik R Peterson -‐ #convcon @epeterson237 6
Successful marketers in the future will leverage “people with skills in scien&fic method, design of experiments, and sta&s&cal analysis.”
~ Avinash Kaushik, Digital Evangelist
©2012 Erik R Peterson -‐ #convcon @epeterson237
How you can improve mul&ply online marke<ng performance for your client or business?
Top Conversion Op<miza<on Results
7
©2012 Erik R Peterson -‐ #convcon @epeterson237
Conversion Op<miza<on (CO) is the art and science of crea<ng an online experience with the goal of increasing the percentage of par<cipants to complete a desired ac7on.
What is Conversion Op<miza<on?
8
©2012 Erik R Peterson -‐ #convcon @epeterson237 9
Today’s Customer A Sneek Peek
©2012 Erik R Peterson -‐ #convcon @epeterson237 10
Today’s Physical/Visual Environment
©2012 Erik R Peterson -‐ #convcon @epeterson237
Conver<ng Pre-‐Click Demand
11
Conver7ng Demand • Improve UX to ensure increased consumer engagement
• Con<nually test to op<mize landing pages and cri<cal paths
Crea7ng Demand • Systema<cally address paid search improvement
opportuni<es
• Employ Search Engine Op<miza<on techniques
Pre-‐Click Post-‐Click
Impressions (Queries / Push)
Clicks (Traffic)
Ac7ons (Web Site)
Conversions (Purchases)
Consumer Insights – Industry Trends – Compe77ve Intelligence
©2012 Erik R Peterson -‐ #convcon @epeterson237
CONVERSION OPTIMIZATION
Conversion Funnel(s)
Abandonment/Retarge7ng
Landing Page(s)
Landing Page
Landing Page
Landing Page
Paid Search
Display
Natural Search
Affiliate
Traffic Source Segmenta7on
New v Exis7ng Customer
Returning Visitor
Geo Loca7on
Desktop Web
Mobile
Tablet
Social Publisher
PlaUorm Conversion Ac7on(s)
Online Form
Phone Calls
Email Sign-‐up
Purchase
$$$$$
Conversion Op<miza<on: Understanding the Journey
12
©2012 Erik R Peterson -‐ #convcon @epeterson237
Cri7cal Path CO Analysis and Audit Audit iden<fied numerous improvements to conversion and how to test which path would lead to more conversions.
Quote Tool Audit Audit focused on a mul<-‐step quote process analysis and recommenda<ons on reducing barriers to comple<on.
My Account Audit Audit focused on compe<<ve analysis and recommenda<ons on reten<on opportuni<es via increased My Account registra<ons and bill pay sign ups.
Geo Targeted Message Match Copy aligned to PPC ad and delivered to a specific region.
Product Landing Pages Experiences aligned with specific products, gender or sales promo<ons.
Dynamic Landing Pages Experiences that contain elements (images, layouts, content) that change based on keywords, loca<on, or prior visits.
Hispanic Landing Pages and Insights Experiences (language, layout and imagery) designed for a Hispanic audience.
Mobile Landing Page and Insights Experiences tailored to mobile devices and associated behaviors.
Geo Targeted Landing Pages Copy and imagery customized to a specific region.
48% LIFT
*Audit analysis forecast.
41% LIFT
20% LIFT*
Conversion Outcomes: Latest Successes Driving ROI 83% LIFT
420% LIFT
27% LIFT
25% LIFT*
12% LIFT
20% LIFT*
Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237
Case Study: eTailer Generates More Online Sales
14 Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237
Case Study: eComm Client Generates More Sales
15 Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237
Case Study: Sonware Maker Generates More Sales
16 Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237
Case Study: Leading Wireless Generates More Sales
17 Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237
Case Study: Customs Broker Generates More Sales
18 Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237
Case Study: Client Gets More Sales via Online Quotes
19 Used with permission by Performics
©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237
Let’s Play Moneyball
©2012 Erik R Peterson -‐ #convcon @epeterson237
Paid Search Natural Search Non-Search Traffic All Traffic Sources
Annual Traffic in 2011 2,200,000 100,000 2,300,000 4,600,000
Projected Annual Traffic 2,200,000 125,000 2,300,000 4,625,000
Conversion Rate in 2011 0.50% 2.75% 3.00% 1.80%
Projected Annual Conversion Rate 0.52% 2.83% 3.09% 1.86%
# of Completed Apps in 2011 11,000 2,750 69,000 82,750
Projected Annual # of Completed Apps 11,330 3,541 71,070 85,941
Incremental # of Completed Apps 330 791 2,070 3,191 Cost of Incremental Completed Apps $225,653 $443,756 $1,052,231
MoneyBall Example #1 – The 6X Mul<plier
3% 3% 3% 3%
$1,721,700
25%
©2012 Erik R Peterson -‐ #convcon @epeterson237
Paid Search Natural Search Non-Search Traffic All Traffic Sources
Incremental # of Annual Completed Apps 330 791 2,070 3,191 Annual Cost of Incremental Completed Apps $297,000 $711,563 $1,863,000
Factor 1X 2X 6X
$2,871,563
3% Conversion Lib
Bodom Line: Crea<ng a 3% Lin Equals Huge Revenue Gains
MoneyBall Example #1 – The 6X Mul<plier
©2012 Erik R Peterson -‐ #convcon @epeterson237
Monthly PPC Traffic for Top Keyword
Conversion Rate AOV
Total Conversion
Total Revenue
5,000 7.00% $1,500 350 $525,000 7.70% 385 $577,500
$52,500 Annual PPC Traffic for Top Keyword
Conversion Rate AOV
Total Conversion
Total Revenue
90,000 7.00% $1,500 6,300 $9,450,000 7.70% 6,930 $10,395,000
$945,000
23
Bodom Line: Op<mizing One KW Could Make Millions!
Monthly Incremental Revenue
10% Lib
10% Lib Annual Incremental Revenue
MoneyBall Example #2 – Millions in One KW?!?!
©2012 Erik R Peterson -‐ #convcon @epeterson237 24
Natural Search Actual Forecast Incrementals Revenue $95,000,000 $97,850,000 $2,850,000
AOV $95.00 Transac<ons 1,000,000 1,030,000 30,000
Traffic 83,000,000 83,000,000 -‐ Conversa<on Rate 1.20% 1.24%
Lin Forecast 3.00%
PPC Total (Brand/Gen) Actual Forecast Incrementals Revenue $165,000,000 $170,775,000 $5,775,000
AOV $90.00 Transac<ons 1,833,333 1,897,500 64,167
Traffic 65,000,000 65,000,000 -‐ Conversa<on Rate 2.82% 2.92%
Lin Forecast 3.50%
All Site Traffic Actual Forecast Incrementals Revenue $890,000,000 $920,600,000 $30,600,000
AOV $85.00 Transac<ons 12,000,000 12,360,000 360,000
Traffic 390,000,000 390,000,000 -‐ Conversa<on Rate 3.08% 3.17%
Lin Forecast 3.00%
Bodom Line: Every 1% lib in conversion equals
$10 million incremental revenue
MoneyBall Example #3 – What a 1% Lin Could Earn…
©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237
Let’s Play Real Time Conversion Op<miza<on
©2012 Erik R Peterson -‐ #convcon @epeterson237 26
RELEVANCY – Is this page what I asked for?
IMPACT – Why am I here and not somewhere else?
FOCUS – Where do I start? What do I do?
SIMPLICITY – Will this be easy to do?
5 Second Rule
©2012 Erik R Peterson -‐ #convcon @epeterson237
Quick Analysis: “Colored Contacts”
27
©2012 Erik R Peterson -‐ #convcon @epeterson237 28
5 Second Rule
©2012 Erik R Peterson -‐ #convcon @epeterson237 29
5 Second Rule RELEVANCY – Is this page what I asked for?
IMPACT – Why am I here and not somewhere else?
FOCUS – Where do I start? What do I do?
SIMPLICITY – Will this be easy to do?
©2012 Erik R Peterson -‐ #convcon @epeterson237 30
5 Second Rule
©2012 Erik R Peterson -‐ #convcon @epeterson237
Quick Analysis: “Colored Contacts”
31
?????
©2012 Erik R Peterson -‐ #convcon @epeterson237
FUNNEL (Lead Gen) ENTRY
Understanding and op<mizing the Consumer Journey leads to increased ROI and mul<plying media investments (as much as 4 <mes depending on AOV or LTV).
Conversion Op<miza<on: The Consumer Journey
32
©2012 Erik R Peterson -‐ #convcon @epeterson237 33
$50 Gib Card Challenge
Top 3 Major Conversion Path Issues (KPI – Form Completes) (KPI – Genng Free Contacts) shhh… one issue is a huge!!!!
Send your homework to me at: [email protected] Subject Line: ConvCon Acuvue Review
Crowdsourcing Part 2
©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237
• GTWTW! – Give Them What They Want • Understand Intent – Message match is essen<al • Get Into Their Heads – Where do they convert and why • Simplify Everything – Make it easy to find what they want • Use Analy<cs – It helps tell you where to start/focus for best ROI • Test the Obvious – Not all conversion best prac<ces work • Show Them the Money – Ar<culate the value of what you do to your client • Be the Change!
34
Top Conversion Op<miza<on Tips
©2012 Erik R Peterson -‐ #convcon @epeterson237
Make the World a Bewer Place
35
Power of Words
©2012 Erik R Peterson -‐ #convcon @epeterson237 ©2012 Erik R Peterson -‐ #convcon @epeterson237
LinkedIn.com/in/EPeterson237
@EPeterson237
Thank You.
36