Optimizing Your Web Traffic: Turning Data and Insight into Actionable Marketing Results
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Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel - Increase Website Sales - Increase Leads - Increase Email Opt-Ins - Deeper Insight of Personas
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Optimizing Your Web Traffic: Turning Data and Insight into Actionable Marketing Results
- 1. Optimizing Your Web Traffic: Turning Data and Insight into Actionable Marketing Results Alex Harris @alexdesigns Conversion Optimization, Director alex@alexdesigns.com
- 2. Over 2,500+ consultants $500MM in annual revenue Agency focused on results 5,000+ tests completed Took $50MM company public 10+ Years of experience Strategy, Design & Testing Since 2000 2000 - 2011 2011 - 2015 2016 - alexdesigns.com Free Assessment: alex@alexdesigns.com
- 4. 5 Examples + 1 Case Study
- 5. QualitativeQuantitative Collect Data & Insight
- 6. Data
- 7. Now What?
- 8. Analytics & Testing Software Establish specific KPIs to meet business goals.
- 9. Data Analysis Use data to validate your hypothesis through A/B testing.
- 10. INSIGHT
- 11. flickr.com/photos/thebrightonsalon/ Learn Your Ideal Customer
- 12. 2016 UserTesting.com Survey Have A Research Team? Most companies don’t have the resources to gather feedback.
- 13. Research & Feedback Collect qualitative insight and learn from customer feedback.
- 14. Create Your Hypothesis Estimate the strategy for improvement.
- 15. Iterative Experiments Don’t Guess, Test!
- 16. Examples Reengineer top advertisers to increase lead generation.
- 17. Loans 1
- 21. Example: Homepage used as landing page
- 23. Example: Footer
- 25. Marketing Software Current Tools for Ondeck.com
- 26. Cohort analysis across referral traffic. Data Determines Who Converts
- 27. Funnel Tracking Funnel tracking to decrease abandonment.
- 28. Example: Funnel
- 29. Discover FAQs & voice of the customer from your visitors. Live Chat
- 30. Improve email opt-ins on visitors that are leaving your website. Exit Modal Box
- 31. RetargetingAds Follow-on ads to visitors that leave your website.
- 32. Education 2
- 37. Example: Another Landing Page Variation
- 38. Example Funnel
- 39. Example Funnel
- 41. Segmentation By Device Prioritize the devices to improve.
- 42. Increase ROAS Manage ads, analytics and optimization of paid media.
- 43. Phone Tracking Attribution of calls to channel & ads
- 44. Competitive PPC Analysis See your competitors ads and test their ideas.
- 45. Competitor Landing Pages See your competitors landing pages. Then test their ideas.
- 46. Service 3
- 52. Example: Mobile Landing Page
- 53. Example: Funnel
- 54. Example: Survey
- 55. Example: Local Landing Pages
- 57. Example: Affiliate Landing Pages
- 58. Marketing Software Current Tools for TruGreen
- 59. Recordings & Funnels Find out why users are leaving your funnel.
- 60. Usability Testing Ask your ideal customers questions about your website.
- 61. Attorney 4
- 65. Example: Funnel
- 66. Recordings & Funnels Find out why users are leaving your funnel.
- 67. Example: Mobile
- 68. Example: Mobile
- 70. /landing-page.html /blog-post.html /about-us.html Top Landing Pages Prioritize where to start testing.
- 71. Banking 5
- 74. Example Funnel
- 75. Example Funnel
- 76. Example Funnel
- 77. Example Funnel
- 78. Example Funnel
- 79. Segmentation Target specific groups of traffic to personalize experience.
- 80. http://www.nickycakes.com/whatrunswhere-busting-open-new-markets/ Track Competitors Creative Review your competitions online ads.
- 81. Case Study
- 82. Mortgage
- 83. Mortgage “I was having trouble with conversion rates on the landing pages for my online marketing campaign…. I could get traffic there, but visitors were not converting.” Jared Martin, Chief Executive Officer Keystone Funding
- 84. Marketing Software Current Tools for Keystone Funding
- 88. Case Study: Original Homepage
- 89. Marketing Software Recommended Tools for Keystone Funding
- 91. Define Problem: - Where: Google Analytics - Why: User Testing - What: Heatmaps and Recordings Solution: - Create a funnel - Interactive UX - Compare rates - Headline match ad Goals: - Increase online leads - Educate visitors - Improve quality of leads - Influence more phone calls - Double Conversion Rate Hypothesis
- 92. Wireframes 1 & 2 - Compare Rates 3- Lead Form 4 - Thank You
- 101. Ideal Landing Page Report
- 102. Mortgage - Results “After 3 months the conversion rate on my landing page increased by 5x!!” Jared Martin, Chief Executive Officer Keystone Funding
- 103. WINNER!
- 104. Summary
- 106. Small Business Big Money Online Written by Alex Harris Foreword by Bryan Eisenberg AlexDesigns.com/book Free Assessment: alex@alexdesigns.com