Clickstream Analysis with Spark—Understanding Visitors in Realtime by Josef Adersberger
Post Click Marketing: Understanding Your Visitors
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Transcript of Post Click Marketing: Understanding Your Visitors
Post Click Marketing: Understanding Your
VisitorsTaylor Pratt | @RavenPrattRaven Internet Marketing
Toolsslideshare.net/raventools
The conundrum of giving a presentation on landing page optimization:
Our visitors all have different wants.
Ease of Use
Price
Features
Speed
Figuring out what that is for your audience is key.
The three elements of a converting landing page:1.Get their attention2.Keep them engaged3.Call them to action
Ben HuntConvert! Designing Web Sites to Increase Traffic and Conversions
Get Their Attention
• Be specific• It’s about the visitor, not you• The benefit should be perfectly
clear• Show the immediate gain
Keep Them Engaged
• They must identify with your proposition
• They must be able to trust you• They must believe their needs will
be met• They can’t have doubts/concerns
Gathering intelligenceUnderstanding Your Visitors
Strategies
Attention Testing ToolsAttention Testing Tools
A/B & Multivariate TestingA/B & Multivariate Testing
User TestingUser Testing
Analytics AnalysisAnalytics Analysis
Usability Hub | theclicktest.com
• $20/mo & up• Access to:
– FiveSecondTest– NavFlow– ClickTest
• Public or private tests
EyeQuant | eyequant.com
• 99 EUR for 5 one-off tests
• Access to:– Attention Map– Perception Map– Hot Spot Map
• Auto-generated
Feedback Army | feedbackarmy.com
• $20/test• Ask questions to
users• Get 10
responses from reviewers
• 8 Days to gather feedback
4Q Survey | 4q.iperceptions.com
• $19/mo and up• Online survey
tool• Asks visitors to
participate and rate experience
• Google Analytics integration
Unbounce | unbounce.com
• $25/mo and up• Landing page
templates• A/B & Split Tests• Google Analytics
integration• Uses custom
domain
Visual Website Optimizer
• $49/mo and up• Easily modify
your pages• A/B & Split Tests• Google Analytics
integration• Realtime multiple
conversion reports
analytics insightUnderstanding Your Visitors
Advanced Segment: Region
What content is each region most interested in? Are language barriers a factor?
Matched Search Queries
Determine if you’re getting the right audience for your landing page topic.
Returning vs New Visitor
Look at returning and new visitors differently.
Google URL Builder
Use Google’s URL Builder to see how your social messaging brings in visitors.
Top Converting Pages
What pages on your site are converting the best? What can you learn from them?
user psyche10 questions to ask
Understanding Your Visitors
Are you presenting your prices the right way?
Should you be highlighting your prices, features or your benefits?
Are you matching ad copy to your landing page headlines?
Do theme pages perform better than single product pages?
Does your landing page images reinforce your landing page concept?
What reading pattern does your audience use? http://raven.im/readpatterns
What emotion should you convey to your audience? http://raven.im/lpemotion
FearFear
GuiltGuilt
TrustTrust
ValueValue Trend-SettingTrend-Setting
BelongingBelonging TimeTime
CompetitionCompetition InstantGratification
InstantGratification
Can you communicate the same message using fewer words? Is your headline too clever?
Is your landing page talking about you or your visitor? futurenow.com/wewe
What unnecessary steps can you eliminate in the conversion process?
Thank You!
Taylor Pratt | @RavenPrattRaven Internet Marketing
Toolsslideshare.net/raventools