SearchLove San Diego 2015 | Angie Schottmuller, 'Holy Grail of On-Page Optimization'

HOLY GRAIL OF ON-PAGE
OPTIMIZATION
Image source: imagesci.com Angie Schottmuller - Search Love San Diego - Sep 11, 2015
5 MUST-HAVE METRICS TO IMPROVE WEB EXPERIENCES

ANGIE SCHOTTMULLER
Growth Marketing Advisor
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@yahoo.com
Top 10 of 2015
ONLINE MARKETING EXPERTS

:: Angie Schottmuller @aschottmuller #SearchLove
#SearchLove #measure #CRO
@aschottmuller
TWEET THIS
SESSION

HOW’D YOU OPTIMIZE THIS PAGE?
Website example: Nestle meals.com
FULL PAGE:

:: Angie Schottmuller @aschottmuller #SearchLoveImage source: ethicsalarms.com

DON’T ASSUME.
LEVERAGE DATA FOR
GOOD DECISIONS.

When you ASSUME, you make a…

:: Angie Schottmuller @aschottmuller #SearchLoveImage source: dpmovieshelf.wordpress.com
Language!

EVENT TRACKING HOLY GRAIL
MUST
HAVE
THE CODE: http://bit.ly/gaeventtrackingforcro

5 CRITICAL ON-PAGE
METRICS

KEY METRIC #1
NON-BOUNCE
5-SECOND VIEW

:: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
MEASURE BOUNCE CORRECTLY

:: Angie Schottmuller @aschottmuller #SearchLoveImage source: gifs.icanhascheezburger.com

BOUNCE RATE:
User enters and exits the same
page WITH NO INTERACTION.
:: Angie Schottmuller @aschottmuller #SearchLoveReference: http://bit.ly/gabouncerate
JULY
2012

A LOGGED EVENT QUALIFIES AS
AN "INTERACTION”
i.e. Logging an event at a 5-second view time (or whatever "first impression" time makes sense for
your audience) results in Google Analytics NOT counting the visit as a bounce.
:: Angie Schottmuller @aschottmuller #SearchLoveReference: http://bit.ly/gabouncerate

// 5-Second View Tracking (Adjusted Bounce Rate)
setTimeout("ga( 'send', 'event',
'Reading',
'Viewed 5 Seconds+',
'Page: '+ location.pathname.toLowerCase()
)", 5000 );
Non-Bounce Interaction CODE

BEFORE ABR:
70%-90%
AFTER ABR:
5%-20%

LIVE POLL
NOW… How many of you think you’re
measuring bounce correctly?

98% of first-time visitors
will NEVER RETURN to your site.
- HubSpot 2014, How to Decrease Your Bounce Rate

EVERY WEB PAGE
IS A PARTY.
NOBODY SHOWS UP TO PUKE.

ACCIDENTAL CLICK
BOUNCE TRIGGERS
LOAD TIME FAILED EXPECTATION MATCH

5-SECOND OBJECTIVE:
Match Attention Hook

:: Angie Schottmuller @aschottmuller #SearchLoveSTORY: California's "Got Milk?" 2006 campaign with cookie-scented strips at bus shelters. Source: SF Chronicle. Photographer: Katy Raddatz
Mmmmm....
I smell cookies!

SCENT TRAIL PROGRESSION
FOLLOW CONFIRM ACT
[FOOD EDITION]

}
~
Web Form Heading
ü  Resource benefit one
ü  Another cool benefit
ü  Memorable benefit
CTA
FULL NAME:
EMAIL:
}
~
Web Form Heading
CTA
FULL NAME:
EMAIL:
KEYWORD
SCENT TRAIL PROGRESSION
INITIATE MAINTAIN ENHANCE
[MARKETING EDITION]
KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE

Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove
WOUND CARE EDUCATION
1
3
2
INITIATE MAINTAIN ENHANCE
KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE

5-SECOND VIEW (NON-BOUNCE)
“SCENT TRAIL”
AUDIT

How compelling are your meta descriptions?ORGANIC
PAID

OPTIMIZE ORGANIC
SEARCH SNIPPETS
LIKE YOU WOULD A
PAID AD.
:: Angie Schottmuller @aschottmuller #SearchLoveImage credit: luxtica.com

Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove

TITLE TAG
H1 PAGE HEADING

AUDIT & FIX NON-MATCHES
Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool
Crawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited-use license $99/yr.

5-SECOND VIEW (NON-BOUNCE)
USABILITY TEST

5-SECOND TEST

Byers’LeafGuard Landing Page
Website example: Byer’s LeafGuard Gutter System – Fall 2014

ü IDENTITY
ü OFFER
ü CREDIBILITY (-1, 0, +1)
ü CALL TO ACTION
5-SECOND TEST:

6-FOOT TEST
6 feet (1.8 m)

KEY METRIC #2
“STICK”
15-SECOND VIEW

// 15-Second View Tracking
setTimeout("ga( 'send', 'event',
'Reading',
'Viewed 15 Seconds+',
'Page: '+ location.pathname.toLowerCase()
)", 15000 );
“Stick”Interaction CODE

15-SECOND OBJECTIVE:
Deliver on Promise

15-SECOND VIEW (“STICK”)
USABILITY

“USER IS DRUNK”TEST
Video: https://youtube.com/watch?v=ZU7ylC7WeaQ - “Cocktails & Customization” Vans Website Drunk Usability Test by Three Sheets
CLICK TO
WATCH VIDEO

CLARITY

Image source: enterrasolutions.com :: Angie Schottmuller @aschottmuller #SearchLove
MARKETERS DEVELOPERS
USER GOAL
BUYING STAGE
AUDIENCE TYPE
LOCATION
Home Page Conversion Goal =
SEGMENTATION

ATTENTION HEATMAPS

BYERS’LEAFGUARD LANDING PAGE

Directional Cues = Path Clarity
Website example: MarketingProfs

VALUE
PROPOSITION

FEATURED IMAGE STAND-OFF
Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
HERO SHOTDESIGN IMAGE
Woundstock - Wound Care Education Conference

1.  Keyword Relevance
2.  Purpose Clarity
3.  Design Support
4.  Authenticity
5.  Added Value
6.  Desired Emotion
7.  Customer "Hero"
HERO SHOT SCORECARD
BRAND LOGO
Oﬀer Confidence/Urgency Booster....
[ Social Proof or Testimonial ]
}
~
[ Hero Shot Featured Image ]
Web Form Heading
GET YOUR FREE
CHECKLIST
FULL NAME:
EMAIL:
Headline That Hooks Attention & Matches Ad
http://bit.ly/heroshotscorecard

PHOTO FACTOR SCORING:
-1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
:: Angie Schottmuller @aschottmuller #SearchLoveImage credit: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
HERO SHOT SCORECARD EXAMPLE
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2
PURPOSE CLARITY. Help identify the page the page purpose/oﬀer. 2
DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1
AUTHENTICITY. Represent the organization/oﬀer in an authentic, credible fashion. 1
ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2
DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2
= 11
SUBJECT: Hands-on Wound Care Training

HERO SHOT SCORECARD GRADING
13-15 LEGEND Whoa. Epic visual. Stories will be told about you for marketing
eternity. Where do I sign up?!
10-12 HERO
Exceptional. You humbly add value and meaning that grips
emotion while making it look sooooo easy. Fans and advocates
are sure to follow!
7-9 SIDEKICK
Nice work. Clearly, you're getting the hang of this! Are you
satisfied with mediocre, though? You're capable of so much
more. Step up your game and fulfill your true ROI potential.
4-6 VIGILANTE
Good attempt to help out, but you're lacking in power and
authority. Drop the costume, focus on relevant value, and tap
the 7 persuasive factors to help make a meaningful impact.
0-3 CIVILIAN
Weak and forgettable. You either fear or doubt your powers.
Be brave. Start with a story that connects with your
customer's dilemma and context, then "save" (fix, improve,
delight) the day!
< 0 VILLAIN
Ouch. Your powers are working against you. Don't deny the
goodness your customer loves. Seek help before it leads to your
own demise.

PROSPECT CLIENT YOUR PRODUCT AMAZING HERO
(CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER)
+ =

...only works well as a CTA if you
provide dominatrix services.
- Michael Aggaard
@ContentVerve, Conversion Optimization Expert
SUBMIT

CALL TO ACTION (CTA) FORMULA
I’D LIKE TO WHAT (specific action)
BECAUSE I WANT TO WHY (benefit)
Get a LeafGuard Estimate
& 20% Install Savings
Get a LeafGuard
Estimate Today
Save 20% OFF install, and
NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF

CALL TO ACTION (CTA) FORMULA
Get a LeafGuard Estimate &
20% Install Savings
Save 20% OFF today, and NEVER clean your gutters again.
Call (800) 917-5323
I’d like to WHAT (specific action) because I want to WHY (benefit).
<WHAT“Action”> &
<WHY Value/Benefit>
<WHAT“Action”>
<WHY Value/Benefit>
<WHAT“Action”>
<WHY Value/Benefit>

Companies with 30+ landing pages OFFERING
CONTENT generate 7X MORE LEADS.
- HubSpot Research Study

WHAT
+
WHY

FULL PAGE
BEFORE

AFTER
400%
COVERSION LIFT
FULL PAGE

CLEAR THE PATH TO ACTION,
VISUALLY ANSWER QUESTIONS,
AND WEAVE WHAT + WHY
TO OPTIMIZE“STICK.”

KEY METRIC #3 AND #4
Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
SCROLL
BELOW THE FOLD
& PAGE BOTTOM

SCROLL OBJECTIVE:
Expose More Value

DESKTOP: TABLET: MOBILE:
DEVICE CONTEXT & SCROLLING
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Reference: HotJar scroll heatmaps

SCROLL BELOW FOLD
CUES

MOBILE:
CASE STUDY

Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove
A B

Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training
86% NON-BOUNCE
30% SCROLL
95% NON-BOUNCE
53% SCROLL
A B

77%SCROLL LIFT
A B

29%CONVERSION LIFT
A B

SCROLL BELOW FOLD
JUMP

JUMP TO the FORM

SCROLL BELOW FOLD
“FOLD”INSIGHTS

Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove

BE MINDFUL OF
THUMB REACH
Image reference: forbes.com :: Angie Schottmuller @aschottmuller #SearchLove
iPhone 5
iPhone 6

“Phablets”add more complication…
Image source: scmp.com

Website example: Red Wing Shoes - Spring Sale 2015
iPhone 5
iPhone 6
iPhone 5
iPhone 6

KEY METRIC #5
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove
CLICK
EVENTS

USER
GOALS
What does the
user want to
accomplish?
REEVALUATE GOALS
BUSINESS
GOALS
What does the
business want to
accomplish?

BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What does the
user want to
accomplish?

What SPECIFIC DATA do web
visitors need to make a good
decision?
How can I make consumption
of that data into a
MEASURABLE ACTION?
ASSESSMENT:
1
2

What SPECIFIC DATA do web
visitors need to make a good
decision?
How can I make consumption
of that data into a
MEASURABLE ACTION?
ASSESSMENT:
1
2
Seriously. This is huge. WRITE IT DOWN.

Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove

TABS !?!
(CLICKS UNLIKELY MEASURED)

TABS ARE THE
ARMPIT OF WEB
CONTENT.
THEY’RE NOT ATTRACTIVE AND
NOBODY WANTS TO GO THERE.

Top User Actions = Tracked Events = Goals
"Did you find what you
were looking for?"
"What was your reason
for visiting today?"

YOU CAN’T OPTIMIZE
WHAT YOU DON’T
MEASURE.

CLICK TRACKING OPTIMIZATION
CLICK-TO-CALL

61%of mobile
users CALL after a local
business search.
Source: Google - The Mobile Movement Study, 2011

& 20% Install Savings
Choose ONLY
1PRIMARY
call-to-action.
Call (800) 977-5323
Open‘til 4pm TODAY
M-F, 8am – 4pm CT

Call (800) 977-5323
M-F, 8am – 4pm CT
Click-to-Call (CTC)
HTML Example:!
<a href="tel:+18009775323"
class="clicktocall">Call (800) 977-5323
<span>Quick Estimate & 20% OFF</span></a>!
Hours: Mon-Fri, 8am - 4pm CT
Call (800) 977-5323

Call (800) 977-5323
M-F, 8am – 4pm CT
Click-to-Call (CTC)
Hours: Mon-Fri, 8am - 4pm CT
Call (800) 977-5323

CLICK TRACKING OPTIMIZATION
“NON-CLICKABLE”

DESKTOP: TABLET: MOBILE:
Heatmap“Non-Clickable”Audit
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar heatmap analytics :: Angie Schottmuller @aschottmuller #SearchLove

Device Context & User Interest
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar heatmap analytics
DESKTOP:
TABLET:
MOBILE:

5 CRITICAL UX
METRICS RECAP

UX Event Tracking Snapshot
EVENT
CATEGORY Reading Reading Reading Reading Interaction
EVENT
ACTION
Viewed 5
Seconds+
Viewed 15
Seconds+
Scroll Below Fold Scroll to Bottom Jump to <hash ID>
from #<source ID>
EVENT
LABEL
Page: <__> Page: <__> Page: <__>;
Fold Height: <__>px;
Scroll Started: <__>s
Page: <__>;
Top-to-Bottom: <__>s;
Fold-to-Bottom: <__>s
Page: <__>
EVENT
VALUE (#)
<Browser Screen
(Fold) Height>
<TotalTime>
NON
INTER-
ACTION
1 1

GA EVENT TRACKING FOR CRO:
http://bit.ly/gaeventtrackingforcro
INCLUDES:
ü ADJUSTED BOUNCE RATE &“STICK”
Viewed 3, 5, and 15 seconds+
ü SCROLLING
beyond fold (relative to device), page bottom
ü DYNAMIC CLICK TRACKING
tabs, jump-to buttons/links, file downloads, click-to-call
ph# [tel:], email [mailto:] , and external domain links

DASHBOARD: http://bit.ly/conversionsgadashboard

Landing Page UX Conversion Flow:
Non-Bounce Æ Stick 15s Æ Scroll Below Fold Æ Scroll to Bottom
CUSTOM REPORT: http://bit.ly/gareportpageuxflow
Note: Goal flow is NOT sequential.. **Configure goals for respective event actions using Goal Set 2 (Goals # 6-9) to align with this report.

“If a metric won't
change the way you behave,
then it’s a BAD metric.”
~ Ben Yoskovitz
@byosko, Author, "Lean Analytics”

ü BOUNCE rate is a critical UX KPI
ü Use“what + why”to lure STICK
ü “The FOLD”is very real
ü Track decision-making data as
clickable actions
KEY TAKEAWAYS

GOOD DATA.
GOOD DECISIONS.

If you must ASSUME, for the sake of“u”and
“me”, at least make it productive…

‘TEAM IS DRUNK’TEST
COMING
SOON

QUESTIONS?
ANGIE SCHOTTMULLER
Growth Marketing Advisor Ÿ aschottmuller@yahoo.com Ÿ @aschottmuller
Contact me for a consultation or training workshop!
http://bit.ly/gaeventtrackingforcro

SearchLove San Diego 2015 | Angie Schottmuller, 'Holy Grail of On-Page Optimization'

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