Conversion Optimization - 6 Power Tricks of the Trade

6CROAngie Schottmuller - @aschottmuller - Three Deep Marketing
POWERTRICKS OFTHETRADE
CONVERSION
OPTIMIZATION

Conversion Optimization:
6 Power Tricks of the Trade
Interactivity Digital - May 15, 2013 #ID2013 #CRO
Get More Conversions Today
NO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM!
Angie Schottmuller - @aschottmuller
Three Deep Marketing

Director, Interactive Strategic Marketing & Optimization
aschottmuller@threedeepmarketing.com
Angie Schottmuller
@aschottmuller

Three Deep Marketing
ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)
180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701
www.threedeepmarketing.com
WE'RE HIRING!

6
CONVERSION
OPTIMIZATION
POWER TRICKS

#1: USER-CENTERED STRATEGY
Conversion Optimization Factors

- Bryan Eisenberg
@TheGrok
Conversion Optimization Expert, Speaker & Author
"Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take...
For you to achieve your goals,
visitors must first achieve theirs."

Reevaluate Goals
Business
Goals
What does the
business want to
accomplish?
User
Goals
What does the
user want to
accomplish?
Angie Schottmuller (@aschottmuller), Three Deep Marketing

Decision Making Persona Types
Source: Bryan & Jeﬀrey Eisenberg's book, "Waiting for Your Cat to Bark?"
LOGICAL EMOTIONAL
FAST
COMPETITIVE
What's the bottom line?
SPONTANEOUS
Why should I choose you now?
SLOW
METHODICAL
How does your process or
product work?
HUMANISTIC
Who used your solution to solve
my problem?

"Competitive" Persona Type
•  Attitude: Businesslike, power-oriented
•  Use of Time: Disciplined, fast-paced
•  Desirable Actions: Lead, Control, Solve,
Prove, Challenge, Learn

"Spontaneous" Persona Type
•  Attitude: Personal, activity-oriented
•  Use of Time: Undisciplined, fast-paced
•  Desirable Actions: Express, Choose,
Refine, Personalize

"Methodical" Persona Type
•  Attitude: Business-like, detail-oriented
•  Use of Time: Disciplined, slow-paced
•  Desirable Actions: Explore, Compare,
Evaluate, Discover, Examine

"Humanistic" Persona Type
•  Attitude: Personal, relationship-oriented
•  Use of Time: Undisciplined, slow-paced
•  Desirable Actions: Join, Enjoy, Share,
Connect, Help

LOGICAL EMOTIONAL
FAST
COMPETITIVE
What's the bottom line?
SPONTANEOUS
Why should I choose you now?
SLOW
METHODICAL
How does your process or product
work?
HUMANISTIC
Who used your solution to solve my
problem?
Decision Making Persona Types
HiPPO = Highest [Important] Paid Person's Opinion

Dell.com Case Study
•  Weakness: No appeal for "Spontaneous"
•  Changed: "Learn More" to "Help Me Choose"
•  Result: Boosted sales over $25 million!
(Equates to tens of billions of dollars over the years)
Bryan Eisenberg case study: http://bit.ly/personacrointerview

#2: LANDING PAGE ELEMENTS

Good Landing Page:
WHAT
the user will get
RELEVANCE
WHY
the user will love it
VALUE
HOW
the user can get it
ACTION
1 2 3
a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg

1.  Slim Header
2.  Headline
3.  Subheader (Oﬀer/UVP)
4.  [Directional Cue]
5.  Hero Shot
6.  [Form]
7.  Call-to-Action (CTA)
1.  Slim Header
2.  Headline
5.  Hero Shot
6.  [Form]
8.  Trustmarks
9.  Key Points List
10.  Social Proof
11.  [Process Steps]
12.  [Supporting Info]
13.  [Follow-up CTA]
14.  Slim Footer
8.  Trustmarks
10.  Social Proof
14.  Slim Footer
Landing Page "Essentials"
[Element] = Optional, depends on landing page type Angie Schottmuller (@aschottmuller), Three Deep Marketing

Landing Page
Elements
1.  Slim Header
2.  Headline
5.  Hero Shot
6.  [Form]
8.  Trustmarks
10.  Social Proof
14.  Slim Footer

#3: CALL-TO-ACTION (CTA)

Call-to-Action
Present ONE
primary CTA as an
obvious button.
Image Source: www.unbounce.comAngie Schottmuller (@aschottmuller), Three Deep Marketing

- Angie Schottmuller
@aschottmuller
Each additional "action" on a landing
page may reduce conversion by
50%

The CTA should
be obvious...
The first thing seen.
The last thing remembered.

Clockwork Conversion
on the 12-Hour Color Wheel
MAIN COLOR CTA COLOR
12
6
9 3
4
57
8
10
11 1
2

12
6
9 3
4
57
8
10
11 1
2

MAINCOLOR
CTACOLOR
12
6
9 3
4
57
8
10
11 1
2

"Complementary" CTA Color

Reserve CTA Color for Optimal Impact
Here it's used in multiple places which defeats the purpose of making the primary CTA stand out.
P.S. HelloBar.com ROCKS for
boosting conversions though!

- Ryan Engley
@ryan_engley - Unbounce
Never
!Submit

Convert More Leads Today
Download your #ID2013 #CRO guide
No email or credit card required... just conversion optimism!

Download ID2013 CRO Guide
Start converting more leads today!

Eye Path Directional Cues
Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips

Look Path Matters…

Connect the Dots…

CALL-TO-ACTION CHECKLIST
q Obvious
q Specific (What)
q Value-Added (Why)
q Reserved Color
q Clear Path
q Supported
Download ID2013 CRO Guide
Start converting more leads today!

- Angie Schottmuller
@aschottmuller
"Over 90%of landing pages
fail to use an optimized CTA with a
reserved, complementary color."

#4: WEB FORMS

AdobeTest&Target
LandingPage
...and they want
us to "Submit"

Simplify Forms:
q  Merge First and Last Name
q  Drop Phone
q Drop Address
(unless for mailer)
q  Hide City and State
(compute from Zip)
q  Default Zip from geoIP
q  Drop non-required fields
55101

Use This Geolocation Lookup Code!
End mega-field forms! Here's JavaScript showing how to use free Google Loader and
MaxMind API tools to capture city, state, country, Zip and more values.
>> Use it to default locations form fields!
</MEGAFIELDS>
http://bit.ly/geoipcodeexample
SHARE WITH YOUR
DEVELOPER!

#5: CREDIBILITY

Credibility "Sources"
•  Testimonials
•  Case Studies
•  Press
•  Social Media
•  Negative Comments
•  Reviews
•  Real People
•  Industry Awards
•  Specifics
•  Accreditations
•  Google/Bing Results
•  Website Design
•  SSL Certificate
•  E-commerce-Secure
See more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements

Include Video
>> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga

"Explainer" videos
increase conversion by
+20%
Source: Unbounce.com http://bit.ly/explainervideostats

- Gregory Ciotti
@GregoryCiotti
"Your customers will
always be more
persuasive than you."

Good
Reviews
Include:
§  Use of "I" / Customer's view
§  Problem/challenge info
§  Solution/satisfaction specifics
§  Customer info (name, location, date, photo)
§  Persona info (role, age, etc.)
§  Review Source (e.g. Yelp, Google)

Help Users Craft a Good Review!
Mock-up Text Snippet for Requests:
Questions to help draft a response:
- How would you describe me as a professional?
- In what areas have I demonstrated expertise?
- How would you describe the quality of my work?
- What did you like best about my work?
- What skills do we uniquely bring to the table?
- Would you hire us/me again? If yes, why?

LinkedIn Recommendations
Thanks for moderating the Social Media Meet ROI session at SES Chicago! Might you be willing
to write a brief recommendation for me? I'd love to include your feedback on my LinkedIn
profile.
Questions to help draft a response:
- How would you describe me as a speaker/marketer/blogger?
- What marketing topics have I demonstrated expertise? (e.g. SEO, social ROI, conversion)
- How would you describe the quality/type of content I present/write?
- What did you like best about my presentation?
- What skills do I uniquely bring to the table?
- Would you want me on your team for future projects? If yes, why?
Here's a link to my preso: http://bit.ly/socialmediameetroi
I'm always interested in continuous improvement, so please feel free to pass on constructive
feedback via email as well. Thanks in advance for helping me out!
Angie
80%
CONVERSION RATE

Sample Questions Aid Good, Quick Reviews!
Provided Questions
1.  How would you describe me as a
speaker / marketer / blogger?
2.  What marketing topics have I
demonstrated expertise?
3.  How would you describe the quality/
type of content I present/write?
4.  What did you like best about my
presentation?
5.  What skills do I uniquely bring to the
table?
6.  Would you want me on your team for
future projects? If yes, why?
Recommendation Received
1.  Angie is a smart, sharp, insightful
digital strategist with a finger on the
pulse of new marketing industry.
2. 
3.  Her analysis of how to approach the
question social media ROI is one of
the best I've seen
4.  -- real, rigorous, no-nonsense.
5.  She's also a fun and engaging
speaker.
6.  I highly recommend her for both
client engagements and speaking
opportunities.
- Giovanni Rodriguez, Dec 25, 2012
CEO of SocialxDesign, SES Advisory Board

#6: INSTANT GRATIFICATION

Oﬀer / "Bait" Ideas
•  Free Gift/Service
•  $ Savings
•  Time Savings
•  Exclusive Peek
•  Tool
(e.g. "Help Me Choose")
•  Event
•  Download
•  Webinar
•  Contest
•  Entertainment
Provide real, equivalent or better value that
justifies user entry of form data.

Some users want
fast action or answers...
NOW.

Live Chat Boosters
Proceed to CheckoutPersonalize it!

95% of mobile users search for a
business from their phone, and then...
59% visit a business.
61% call a business.
99% take action in 24 hrs.
Source: Google - The Mobile Movement Study, 2011

Adjust Actions for
Device Context
TIP: Style using CSS3
buttons! (No images)
http://bit.ly/css3gradientbuttons

Creating Click-to-Call (CTC) Links
1.  Select the phone number.
2.  Make it a hyperlink:
Syntax: "tel:+" + [country code] + [phone #]
Example: tel:+13055551234
See RFC 3966 for specifications: http://bit.ly/rfc3966

Click-to-Call Conversion Tips
HTML with Google Analytics Tracking:
<a href="tel:+13055551234" !
class="clicktocall" onClick="_gaq.push(['_trackEvent', !
'Contact Us','Click-to-Call',this.innerHTML]);"!
>Call for a FREE Quote (305) 555-1234</a>!
Hours: Monday - Friday, 8am - 4pm CT
Call for a FREE Quote
(305) 555-1234Click-to-Call

CONVERSION OPTIMIZATION
POWER TIPS
1.  User-Centered Strategy
2.  Landing Page "Essentials"
3.  Optimized Call-to-Action
4.  Simple Forms
5.  Credibility
6.  Instant Gratification
6

LOTS OF TACTICS...
How to Prioritize?

Conversion Optimization Audit
Tier 1 = 5-SECOND TEST
ü Who is the company?
ü Do they appear credible?
ü What are they oﬀering?
ü What is the call-to-action?

5-SECOND TEST
A web page will be displayed for five seconds.
See what you can remember.
READY?

5-SECOND TEST RESULTS
What do you remember?
ü Who is the company?
ü Do they appear credible?
ü What are they oﬀering?
ü What is the call-to-action?

Use the 5-Second Test!
TIP: fivesecondtest.com
(@fivesecondtest)
provides this as an
online service!

Key Takeaways
•  Understand user goals and all 4 persona types
•  Use landing page "essential" elements
•  Reserve a complementary CTA color
•  Reduce form fields
•  Show, don't tell
•  Provide instant gratification options
•  Employ the 5-second test!

Questions?
At Three Deep, we truly "get-it" when it comes to conversion and maximizing
ROI. Please reach out if your business needs help defining a strategy or test
plan to get more ROI out of your existing eﬀorts!
Contact Me for a Consultation
Boost your ROI with conversion optimization!
Angie Schottmuller
Director, Interactive Strategic Planning & Optimization
@aschottmuller Ÿ aschottmuller@threedeepmarketing.com

Conversion Optimization - 6 Power Tricks of the Trade

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