CONVERSION MARKETING Spring 2010
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Transcript of CONVERSION MARKETING Spring 2010
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Spring 2010
CONVERSION MARKETINGCONVERSION MARKETING
Spring 2010Spring 2010
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THE BASIC STRATEGIESTHE BASIC STRATEGIES
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DIRECT MARKETING LEAD DIRECT MARKETING LEAD PROCESSPROCESS
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QUALIFYING LEADSQUALIFYING LEADS
DD esire esire
A A uthority uthority
MM oney oney
NN eed eed
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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”
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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?
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It’s All Of The AboveAND ALL CAN BE MEASURED
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LEAD CHALLENGESLEAD CHALLENGES
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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/
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LEAD COSTS IN SOCIAL MEDIALEAD COSTS IN SOCIAL MEDIA
Hubspot via eMarketerFebruary 25, 2010
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WEBSITE OPTIMIZER –BROAD WEBSITE OPTIMIZER –BROAD PERSPECTIVEPERSPECTIVE
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THE CONVERSION THE CONVERSION PROCESSPROCESS
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SALES CONVERSIONSALES CONVERSION
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www.omniture.com
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MEDIA FOR MEDIA FOR GENERATION/CONVERSIONGENERATION/CONVERSION
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FUNNEL OR SPIDER?FUNNEL OR SPIDER?
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OR SPAGHETTI?OR SPAGHETTI?
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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
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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!
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FRICTION ON LANDING PAGESFRICTION ON LANDING PAGES
http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html
With 4 good case studies!
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THREE KEY ISSUESTHREE KEY ISSUES
The Landing Page
Conversion Paths
Conversion Scenarios
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LANDING PAGESLANDING PAGES
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Harvard Business SchoolExecutive Education ProgramDownload Our Course Catalog Onlinewww.exed.hbs.edu rank 8th
Separate Landing Pagevs
Relevant Page on Site
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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)
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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!
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CONVERSION PATHS & SCENARIOSCONVERSION PATHS & SCENARIOS
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USE METRICS > MAP PATHS USE METRICS > MAP PATHS THROUGH SITETHROUGH SITE
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The Anatomy of a Conversion PathAnna TalericoExecutive Vice Presidention interactive
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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
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“What Exactly is a Conversion Scenario”and other articles on persuasion architecture byBryan Eisenbergwww.GrokDotCom.com
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CREATE PERSONASCREATE PERSONAS
http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document
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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?
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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/
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