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WHAT CONVERTS?BUILDING LANDING PAGES THAT EVOKE ACTION

Kim Albee & Margaret Johnson

Genoo / ContentZAP!

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Your PresentersKim Albee

@kimalbee

/in/kimalbee /in/margaretjohnson99

@marketingsings

Margaret Johnson

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Why we are doing this…To help you identify the conversion blocks on your site, so you can…

"increase the percentage of visitors who experience the 'aha moment' that converts visitors into leads."

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Today’s Focus• What is necessary to promote

conversion?

• How can you evaluate your web pagesand identify the “blocks” to conversion?

• What is the best way to attack the problems?

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First giveaway…• The first person to type the answer

will receive the first $50 Amazon giftcard…

• The Fill-in-the-blank is…

• Increase the percentage of visitors whoexperience the __________ that convertsvisitors into leads.

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Another giveaway at the end…• So pay attention!

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How do you get visitors to identify themselves?

• There is a discipline for this – called conversion rate optimization (CRO)…

• It’s often associated with lead generation, or acquiring new registrations, downloads, and customers.

• It helps you defend against the limited attention span of visitors and give them what they want before they get tired of looking for it.

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It’s not just about more conversions…• It’s about getting MORE of your perfect

customers.• More of the people you want that will

grow your business.

• This focus is the key to success!

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And you know what that means, right?• You must have a very specific idea about who

that is…

• Time for a Poll Question…

• How well do you know your perfect target customer?

Pick the answer that most closely describes your understanding…

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Why aren’t more visitors converting?• That is the million dollar question!

• We’re going to provide you with a process that can help you get at the potential issues and ideas to overcome them…

• The entire goal of optimizing your pages for conversion is figuring out why visitors aren't converting and fixing it.

• True CRO is based upon analytics, not hunches or guesses.

• This means it's not about a pile of best practices - it's about testing them for yourselves, on your audience, and learning what works best for you.

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If you could have optimized pages….…what would that provide?

First, it capitalizes on traffic you’re already getting…

Secondly, paid advertising isn’t getting cheaper – so you want to maximize your spend.

Third – but not least, it lowers your customer acquisition cost.

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Getting started – what you need…• What is your goal? What do you want to

achieve? (Poll… identify your goal)

• Calculate your current conversion rate…• We recommend monthly to start.

Total Leads Generated from Website

Total Visitors to WebsiteCR =

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Look at your Analytics…• To get the Total Visitors for your CR calculation• Identify your bounce rate for the last month.• Identify your top entry pages, and look at the bounce rate

on those pages.• > 50% overall bounce rate – visitors are not finding what

they want.• > 50% page bounce – explore further to discover why…

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Google Analytics can help…

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Drill into identify the pages to focus on…

Bounce Rate

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Identifying Potential Page Problems…• Goal is to identify the possible barriers to conversion that

exist on your page.• Initial Questions to ask:

• Is your call to action clear? Is it easy to find?• Are your images and graphics well-placed? relevant? or are they

distracting?• Is there a lot of unnecessary text?

Is your site getting your “perfect customer” traffic?

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Additional considerations…• if eCommerce - is it easy to complete the checkout

process?• How many pages does it take to complete the key

conversions that you're measuring?• Is your site trustworthy? credible?

Does your site guide your visitors? ….Or does it allow a lot of unsupervised thinking?

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What are the factors that influence conversions?

• Marketing Sherpa’s Conversion Formula:

• C = 4m + 3v + 2(i-f) - 2a

• C = probability of conversion, which is determined by…• m = motivation of the user, plus• v = clarity of the value proposition, plus• i = incentive to take action MINUS• f = friction elements present MINUS• a = anxiety elements present

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Think about it this way…• Does your site appeal to your users enough that the

aggravation they may experience is minimized, what you want them to do clear and easy, and their concerns about taking action are very low?

• To answer this question well, you MUST understand your perfect customer very well.

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Your Perfect Customer…• Earlier I asked you how well you understand your perfect

customer.• Now I’m going to ask you how you know you know…

• Webinar: Beware of Buyer Personas• Contentzap.com/blog

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A word on Friction / Aggravation• The more you have, the lower your conversion.

• Or, when thinking about your Forms:• The more you ask/require, the lower your conversion, and

the more bad data you get from those who do convert.

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Let’s Compare…Which form would you most likely complete honestly?

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Let’s Look at Two Landing PagesIs your call to action clear? Is it easy to find?

Are your images and graphics well-placed? relevant? or are they distracting?

Is there a lot of unnecessary text?

How many pages does it take to complete the key conversions that you're measuring?

Is your site trustworthy? credible?

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Is your call to action clear? Is it easy to find?

Are your images and graphics well-placed? relevant? or are they distracting?

Is there a lot of unnecessary text?

How many pages does it take to complete the key conversions that you're measuring?

Is your site trustworthy? credible?

Let’s Look at Two Landing Pages

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Examples… Landing PagesA B

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Examples… Landing PagesA B

97% CR 32.8% CR

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Heatmap (using CrazyEgg)

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What are Elements could we test?• Could “B” have had more white space?• Did the countdown timer help or hurt?• Did “B” have too many boxes?• We DID start with a compelling headline.• We DID use bullet points to convey bits of information (but

not on A).• The font was the same across the page.• The colors (B) – big gray box might have distracted.• The form is not on the page.

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Beware of Tactics…• You could just start implementing different conversion rate

tactics... or you could assemble a conversion rate optimization plan.

• With tactics, you might experience a lift in conversion - but it's sort of hit or miss... you're acting off of tips and tricks.

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Develop a Plan of Attack• Start by figuring out what the numbers mean before you start

applying fixes.• Challenge yourself to form a hypothesis based on your analysis.• Then come up with tests for your hypotheses.. this is your PLAN of

attack.• Now you can take the knowledge and insights and funnel it right back

into new hypotheses and tests.• Keep it going and continue this over time - you will have a

consistently improving site AND you'll learn a LOT about your audience also

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Time for our last giveaway…• The first person to type the answer

will receive the first $50 Amazon giftcard…

• The Fill-in-the-blank is…

• Does your site appeal to your users enough that the ________ they may experience is minimized…

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Next Session: Headlines – another KEY to Conversion!

• We will cover how to construct headlines that grab attention and engagement.

• Date is TBD – It’s summer • Watch for an email…

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THANK YOU! QUESTIONS?Follow Kim:

LinkedIn: http://linkedin.com/in/kimalbee

Twitter: @kimalbee

Follow Margaret:

LinkedIn: http://linkedin.com/in/margaretjohnson99

Twitter: @marketingsings

Follow Genoo & ContentZAP!:

Twitter: @GenooMarketing

LinkedIn: https://www.linkedin.com/company/genoo-llc