Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
HOLY GRAIL OF ON-PAGE
OPTIMIZATION
Image source: imagesci.com Angie Schottmuller - Search Love San Diego - Sep 11, 2015
5 ...
ANGIE SCHOTTMULLER
Growth Marketing Advisor
@aschottmuller
linkedin.com/in/angieschottmuller
aschottmuller@yahoo.com
Top 1...
:: Angie Schottmuller @aschottmuller #SearchLove
#SearchLove #measure #CRO
@aschottmuller
TWEET THIS
SESSION
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLove
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.
:: Angie Schottmuller @aschottmuller #SearchLove
When you ASSUME, you make a…
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLoveImage source: dpmovieshelf.wordpress.com
Language!
:: Angie Schottmuller @aschottmuller #SearchLove
EVENT TRACKING HOLY GRAIL
MUST
HAVE
THE CODE: http://bit.ly/gaeventtracki...
5 CRITICAL ON-PAGE
METRICS
:: Angie Schottmuller @aschottmuller #SearchLove
KEY METRIC #1
:: Angie Schottmuller @aschottmuller #SearchLove
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 #SearchLoveRefe...
A LOGGED EVENT QUALIFIES AS
AN "INTERACTION”
i.e. Logging an event at a 5-second view time (or whatever "first impression"...
// 5-Second View Tracking (Adjusted Bounce Rate)
setTimeout("ga( 'send', 'event',
'Reading',
'Viewed 5 Seconds+',
'Page: '...
:: Angie Schottmuller @aschottmuller #SearchLove
BEFORE ABR:
70%-90%
AFTER ABR:
5%-20%
LIVE POLL
NOW… How many of you think you’re
measuring bounce correctly?
:: Angie Schottmuller @aschottmuller #SearchLove
98% of first-time visitors
will NEVER RETURN to your site.
:: Angie Schottmuller @aschottmuller #SearchLove
- HubSpot 2014...
EVERY WEB PAGE
IS A PARTY.
NOBODY SHOWS UP TO PUKE.
:: Angie Schottmuller @aschottmuller #SearchLove
ACCIDENTAL CLICK
:: Angie Schottmuller @aschottmuller #SearchLove
BOUNCE TRIGGERS
LOAD TIME FAILED EXPECTATION MATCH
5-SECOND OBJECTIVE:
Match Attention Hook
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLoveSTORY: California's "Got Milk?" 2006 campaign with cookie-scented strips a...
:: Angie Schottmuller @aschottmuller #SearchLove
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:
}
~...
Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller ...
5-SECOND VIEW (NON-BOUNCE)
“SCENT TRAIL”
AUDIT
:: Angie Schottmuller @aschottmuller #SearchLove
How compelling are your meta descriptions?ORGANIC
PAID
:: Angie Schottmuller @aschottmuller #SearchLove
OPTIMIZE ORGANIC
SEARCH SNIPPETS
LIKE YOU WOULD A
PAID AD.
:: Angie Schottmuller @aschottmuller #SearchLoveImage credit: l...
Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
TITLE TAG
H1 PAGE HEADING
:: Angie Schottmuller @aschottmuller #SearchLove
AUDIT & FIX NON-MATCHES
Screaming Frog SEO Tool: http://bit.ly/screamingf...
5-SECOND VIEW (NON-BOUNCE)
USABILITY TEST
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLove
5-SECOND TEST
:: Angie Schottmuller @aschottmuller #SearchLove
Byers’LeafGuard Landing Page
Website example: Byer’s LeafGuard Gutter Sys...
ü IDENTITY
ü OFFER
ü CREDIBILITY (-1, 0, +1)
ü CALL TO ACTION
:: Angie Schottmuller @aschottmuller #SearchLove
5-SECON...
:: Angie Schottmuller @aschottmuller #SearchLove
6-FOOT TEST
6 feet (1.8 m)
:: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
DON’T ASSUME.
LEVERAGE DATA FOR
GOOD DECISIONS.
:: Angie Schottmuller @aschottmuller #SearchLove
KEY METRIC #2
:: Angie Schottmuller @aschottmuller #SearchLove
“STICK”
15-SECOND VIEW
// 15-Second View Tracking
setTimeout("ga( 'send', 'event',
'Reading',
'Viewed 15 Seconds+',
'Page: '+ location.pathname.t...
15-SECOND OBJECTIVE:
Deliver on Promise
:: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.c...
15-SECOND VIEW (“STICK”)
USABILITY
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLove
“USER IS DRUNK”TEST
Video: https://youtube.com/watch?v=ZU7ylC7WeaQ - “Coc...
15-SECOND VIEW (“STICK”)
CLARITY
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
Image source: enterrasolutions.com :: Angie Schottmuller @aschottmuller #SearchLove
MARKETERS DEVELOPERS
USER GOAL
BUYING ...
:: Angie Schottmuller @aschottmuller #SearchLove
ATTENTION HEATMAPS
:: Angie Schottmuller @aschottmuller #SearchLove
BYERS’LEAFGUARD LANDING PAGE
Website example: Byer’s LeafGuard Gutter Sys...
:: Angie Schottmuller @aschottmuller #SearchLove
Byers’LeafGuard Landing Page
Website example: Byer’s LeafGuard Gutter Sys...
:: Angie Schottmuller @aschottmuller #SearchLove
Directional Cues = Path Clarity
Website example: MarketingProfs
:: Angie Schottmuller @aschottmuller #SearchLove
Directional Cues = Path Clarity
Website example: MarketingProfs
15-SECOND VIEW (“STICK”)
VALUE
PROPOSITION
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLove
FEATURED IMAGE STAND-OFF
Website example: University of Wisconsin-Eau Cla...
1.  Keyword Relevance
2.  Purpose Clarity
3.  Design Support
4.  Authenticity
5.  Added Value
6.  Desired Emotion
7.  Cust...
PHOTO FACTOR SCORING: 
-1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
:: Angie Schottmu...
HERO SHOT SCORECARD GRADING
:: Angie Schottmuller @aschottmuller #SearchLove
13-15 LEGEND Whoa. Epic visual. Stories will ...
http://bit.ly/heroshotscorecard
PROSPECT CLIENT YOUR PRODUCT AMAZING HERO
(CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER...
:: Angie Schottmuller @aschottmuller #SearchLove
...only works well as a CTA if you
provide dominatrix services.
- Michael...
:: Angie Schottmuller @aschottmuller #SearchLove
CALL TO ACTION (CTA) FORMULA
I’D LIKE TO WHAT (specific action)
BECAUSE I...
CALL TO ACTION (CTA) FORMULA
:: Angie Schottmuller @aschottmuller #SearchLove
Get a LeafGuard Estimate &
20% Install Savin...
:: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
Companies with 30+ landing pages OFFE...
WHAT
+
WHY
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller ...
Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller ...
CLEAR THE PATH TO ACTION,
VISUALLY ANSWER QUESTIONS,
AND WEAVE WHAT + WHY
TO OPTIMIZE“STICK.”
:: Angie Schottmuller @ascho...
DON’T ASSUME.
LEVERAGE DATA FOR
GOOD DECISIONS.
:: Angie Schottmuller @aschottmuller #SearchLove
KEY METRIC #3 AND #4
Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
S...
SCROLL OBJECTIVE:
Expose More Value
:: Angie Schottmuller @aschottmuller #SearchLove
DESKTOP: TABLET: MOBILE:
:: Angie Schottmuller @aschottmuller #SearchLove
DEVICE CONTEXT & SCROLLING
Website example: Univ...
SCROLL BELOW FOLD
CUES
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller ...
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #Se...
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #Se...
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training
86% NON-BOUNCE
30% SCROLL
95% NON-BOUNCE...
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training
:: Angie Schottmuller @aschottmuller #Se...
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training
:: Angie Schottmuller @aschottmuller #Se...
SCROLL BELOW FOLD
JUMP
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: Byer’s LeafGuard Gutter System – Fall 2014
JUMP TO the FORM
:: Angie Schottmuller @aschottmuller #SearchL...
SCROLL BELOW FOLD
“FOLD”INSIGHTS
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
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
:: Angie Schottmuller @aschottmuller #SearchLove
“Phablets”add more complication…
Image source: scmp.com
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: Red Wing Shoes - Spring Sale 2015
iPhone 5
iPhone 6
iPho...
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: Red Wing Shoes - Spring Sale 2015
iPhone 5
iPhone 6
iPho...
DON’T ASSUME.
LEVERAGE DATA FOR
GOOD DECISIONS.
:: Angie Schottmuller @aschottmuller #SearchLove
KEY METRIC #5
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @asc...
USER
GOALS
What does the
user want to
accomplish?
REEVALUATE GOALS
BUSINESS
GOALS
What does the
business want to
accomplis...
:: Angie Schottmuller @aschottmuller #SearchLove
BUSINESS
GOALS
What does the
business want to
accomplish?
USER
GOALS
What...
What SPECIFIC DATA do web
visitors need to make a good
decision?
How can I make consumption
of that data into a
MEASURABLE...
What SPECIFIC DATA do web
visitors need to make a good
decision?
How can I make consumption
of that data into a
MEASURABLE...
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove
Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove
Website example: cars.com :: 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.
:: Angie Schottmuller @aschottmul...
:: Angie Schottmuller @aschottmuller #SearchLove
Top User Actions = Tracked Events = Goals
"Did you find what you
were loo...
:: Angie Schottmuller @aschottmuller #SearchLove
YOU CAN’T OPTIMIZE
WHAT YOU DON’T
MEASURE.
CLICK TRACKING OPTIMIZATION
CLICK-TO-CALL
:: Angie Schottmuller @aschottmuller #SearchLove
61%of mobile
users CALL after a local
business search.
Source: Google - The Mobile Movement Study, 2011
:: Angie Schottmul...
Get a LeafGuard Estimate
& 20% Install Savings
Website example: Byer’s LeafGuard Gutter System – Fall 2014
Choose ONLY
1PR...
Call (800) 977-5323
Quick Estimate & 20% OFF
Open‘til 4pm TODAY
M-F, 8am – 4pm CT
Click-to-Call (CTC)
Website example: Bye...
Call (800) 977-5323
Quick Estimate & 20% OFF
Open‘til 4pm TODAY
M-F, 8am – 4pm CT
Click-to-Call (CTC)
Website example: Bye...
CLICK TRACKING OPTIMIZATION
“NON-CLICKABLE”
:: Angie Schottmuller @aschottmuller #SearchLove
Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller ...
DESKTOP: TABLET: MOBILE:
Heatmap“Non-Clickable”Audit
Website example: University of Wisconsin-Eau Claire, Ethics & Boundar...
Device Context & User Interest
Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar h...
DON’T ASSUME.
LEVERAGE DATA FOR
GOOD DECISIONS.
:: Angie Schottmuller @aschottmuller #SearchLove
5 CRITICAL UX
METRICS RECAP
:: Angie Schottmuller @aschottmuller #SearchLove
:: Angie Schottmuller @aschottmuller #SearchLove
UX Event Tracking Snapshot
EVENT
CATEGORY Reading Reading Reading Reading...
GA EVENT TRACKING FOR CRO:
http://bit.ly/gaeventtrackingforcro
INCLUDES:
ü ADJUSTED BOUNCE RATE &“STICK”
Viewed 3, 5, and...
:: Angie Schottmuller @aschottmuller #SearchLove
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://bi...
“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 dat...
GOOD DATA.
GOOD DECISIONS.
:: Angie Schottmuller @aschottmuller #SearchLove
If you must ASSUME, for the sake of“u”and
“me”, at least make it productive…
:: Angie Schottmuller @aschottmuller #SearchL...
:: Angie Schottmuller @aschottmuller #SearchLove
‘TEAM IS DRUNK’TEST
COMING
SOON
:: Angie Schottmuller @aschottmuller #SearchLove
QUESTIONS?
ANGIE SCHOTTMULLER
Growth Marketing Advisor Ÿ aschottmuller@y...
Prochain SlideShare
Chargement dans…5
×

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

1 334 vues

Publié le

So you found a page that needs optimizing. Now what? Angie’s presentations will take a deep dive into five advanced page-level metrics that reveal user experience progression. Bring order to the chaos with meaningful on-page optimization goals. Learn how to measure, analyze and interpret the first 15 seconds of a user visit, along with tactics to directly aid conversion. Packed with inspiring case studies, usability tests, and event tracking code snippets, you'll leave this session smarter, equipped for serious action.

Publié dans : Marketing
  • Soyez le premier à commenter

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

  1. 1. 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
  2. 2. ANGIE SCHOTTMULLER Growth Marketing Advisor @aschottmuller linkedin.com/in/angieschottmuller aschottmuller@yahoo.com Top 10 of 2015 ONLINE MARKETING EXPERTS
  3. 3. :: Angie Schottmuller @aschottmuller #SearchLove #SearchLove #measure #CRO @aschottmuller TWEET THIS SESSION
  4. 4. :: Angie Schottmuller @aschottmuller #SearchLove
  5. 5. :: Angie Schottmuller @aschottmuller #SearchLove HOW’D YOU OPTIMIZE THIS PAGE? Website example: Nestle meals.com FULL PAGE:
  6. 6. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: ethicsalarms.com
  7. 7. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
  8. 8. When you ASSUME, you make a… :: Angie Schottmuller @aschottmuller #SearchLove
  9. 9. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: dpmovieshelf.wordpress.com Language!
  10. 10. :: Angie Schottmuller @aschottmuller #SearchLove EVENT TRACKING HOLY GRAIL MUST HAVE THE CODE: http://bit.ly/gaeventtrackingforcro
  11. 11. 5 CRITICAL ON-PAGE METRICS :: Angie Schottmuller @aschottmuller #SearchLove
  12. 12. KEY METRIC #1 :: Angie Schottmuller @aschottmuller #SearchLove NON-BOUNCE 5-SECOND VIEW
  13. 13. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com MEASURE BOUNCE CORRECTLY
  14. 14. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: gifs.icanhascheezburger.com
  15. 15. BOUNCE RATE: User enters and exits the same page WITH NO INTERACTION. :: Angie Schottmuller @aschottmuller #SearchLoveReference: http://bit.ly/gabouncerate JULY 2012
  16. 16. 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
  17. 17. // 5-Second View Tracking (Adjusted Bounce Rate) setTimeout("ga( 'send', 'event', 'Reading', 'Viewed 5 Seconds+', 'Page: '+ location.pathname.toLowerCase() )", 5000 ); :: Angie Schottmuller @aschottmuller #SearchLove Non-Bounce Interaction CODE
  18. 18. :: Angie Schottmuller @aschottmuller #SearchLove BEFORE ABR: 70%-90% AFTER ABR: 5%-20%
  19. 19. LIVE POLL NOW… How many of you think you’re measuring bounce correctly? :: Angie Schottmuller @aschottmuller #SearchLove
  20. 20. 98% of first-time visitors will NEVER RETURN to your site. :: Angie Schottmuller @aschottmuller #SearchLove - HubSpot 2014, How to Decrease Your Bounce Rate
  21. 21. EVERY WEB PAGE IS A PARTY. NOBODY SHOWS UP TO PUKE. :: Angie Schottmuller @aschottmuller #SearchLove
  22. 22. ACCIDENTAL CLICK :: Angie Schottmuller @aschottmuller #SearchLove BOUNCE TRIGGERS LOAD TIME FAILED EXPECTATION MATCH
  23. 23. 5-SECOND OBJECTIVE: Match Attention Hook :: Angie Schottmuller @aschottmuller #SearchLove
  24. 24. :: 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!
  25. 25. :: Angie Schottmuller @aschottmuller #SearchLove SCENT TRAIL PROGRESSION FOLLOW CONFIRM ACT [FOOD EDITION]
  26. 26. } ~ Web Form Heading ü  Resource benefit one ü  Another cool benefit ü  Memorable benefit CTA FULL NAME: EMAIL: } ~ Web Form Heading ü  Resource benefit one ü  Another cool benefit ü  Memorable benefit CTA FULL NAME: EMAIL: KEYWORD :: Angie Schottmuller @aschottmuller #SearchLove SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE [MARKETING EDITION] KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
  27. 27. 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
  28. 28. 5-SECOND VIEW (NON-BOUNCE) “SCENT TRAIL” AUDIT :: Angie Schottmuller @aschottmuller #SearchLove
  29. 29. How compelling are your meta descriptions?ORGANIC PAID :: Angie Schottmuller @aschottmuller #SearchLove
  30. 30. OPTIMIZE ORGANIC SEARCH SNIPPETS LIKE YOU WOULD A PAID AD. :: Angie Schottmuller @aschottmuller #SearchLoveImage credit: luxtica.com
  31. 31. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
  32. 32. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
  33. 33. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove TITLE TAG H1 PAGE HEADING
  34. 34. :: Angie Schottmuller @aschottmuller #SearchLove 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.
  35. 35. 5-SECOND VIEW (NON-BOUNCE) USABILITY TEST :: Angie Schottmuller @aschottmuller #SearchLove
  36. 36. :: Angie Schottmuller @aschottmuller #SearchLove 5-SECOND TEST
  37. 37. :: Angie Schottmuller @aschottmuller #SearchLove Byers’LeafGuard Landing Page Website example: Byer’s LeafGuard Gutter System – Fall 2014
  38. 38. ü IDENTITY ü OFFER ü CREDIBILITY (-1, 0, +1) ü CALL TO ACTION :: Angie Schottmuller @aschottmuller #SearchLove 5-SECOND TEST:
  39. 39. :: Angie Schottmuller @aschottmuller #SearchLove 6-FOOT TEST 6 feet (1.8 m)
  40. 40. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
  41. 41. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
  42. 42. KEY METRIC #2 :: Angie Schottmuller @aschottmuller #SearchLove “STICK” 15-SECOND VIEW
  43. 43. // 15-Second View Tracking setTimeout("ga( 'send', 'event', 'Reading', 'Viewed 15 Seconds+', 'Page: '+ location.pathname.toLowerCase() )", 15000 ); :: Angie Schottmuller @aschottmuller #SearchLove “Stick”Interaction CODE
  44. 44. 15-SECOND OBJECTIVE: Deliver on Promise :: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
  45. 45. 15-SECOND VIEW (“STICK”) USABILITY :: Angie Schottmuller @aschottmuller #SearchLove
  46. 46. :: Angie Schottmuller @aschottmuller #SearchLove “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
  47. 47. 15-SECOND VIEW (“STICK”) CLARITY :: Angie Schottmuller @aschottmuller #SearchLove
  48. 48. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com
  49. 49. Image source: enterrasolutions.com :: Angie Schottmuller @aschottmuller #SearchLove MARKETERS DEVELOPERS USER GOAL BUYING STAGE AUDIENCE TYPE LOCATION Home Page Conversion Goal = SEGMENTATION
  50. 50. :: Angie Schottmuller @aschottmuller #SearchLove ATTENTION HEATMAPS
  51. 51. :: Angie Schottmuller @aschottmuller #SearchLove BYERS’LEAFGUARD LANDING PAGE Website example: Byer’s LeafGuard Gutter System – Fall 2014
  52. 52. :: Angie Schottmuller @aschottmuller #SearchLove Byers’LeafGuard Landing Page Website example: Byer’s LeafGuard Gutter System – Fall 2014
  53. 53. :: Angie Schottmuller @aschottmuller #SearchLove Directional Cues = Path Clarity Website example: MarketingProfs
  54. 54. :: Angie Schottmuller @aschottmuller #SearchLove Directional Cues = Path Clarity Website example: MarketingProfs
  55. 55. 15-SECOND VIEW (“STICK”) VALUE PROPOSITION :: Angie Schottmuller @aschottmuller #SearchLove
  56. 56. :: Angie Schottmuller @aschottmuller #SearchLove FEATURED IMAGE STAND-OFF Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education HERO SHOTDESIGN IMAGE Woundstock - Wound Care Education Conference
  57. 57. 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 ü  Resource benefit one ü  Another cool benefit ü  Memorable benefit GET YOUR FREE CHECKLIST FULL NAME: EMAIL: Headline That Hooks Attention & Matches Ad http://bit.ly/heroshotscorecard :: Angie Schottmuller @aschottmuller #SearchLove
  58. 58. 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
  59. 59. HERO SHOT SCORECARD GRADING :: Angie Schottmuller @aschottmuller #SearchLove 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.
  60. 60. http://bit.ly/heroshotscorecard PROSPECT CLIENT YOUR PRODUCT AMAZING HERO (CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER) + = :: Angie Schottmuller @aschottmuller #SearchLove
  61. 61. :: Angie Schottmuller @aschottmuller #SearchLove ...only works well as a CTA if you provide dominatrix services. - Michael Aggaard @ContentVerve, Conversion Optimization Expert SUBMIT
  62. 62. :: Angie Schottmuller @aschottmuller #SearchLove 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
  63. 63. CALL TO ACTION (CTA) FORMULA :: Angie Schottmuller @aschottmuller #SearchLove Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Save 20% OFF today, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF 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>
  64. 64. :: Angie Schottmuller @aschottmuller #SearchLoveImage source: indianajones.wikia.com Companies with 30+ landing pages OFFERING CONTENT generate 7X MORE LEADS. - HubSpot Research Study
  65. 65. WHAT + WHY :: Angie Schottmuller @aschottmuller #SearchLove
  66. 66. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove FULL PAGE BEFORE
  67. 67. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove AFTER 400% COVERSION LIFT FULL PAGE
  68. 68. CLEAR THE PATH TO ACTION, VISUALLY ANSWER QUESTIONS, AND WEAVE WHAT + WHY TO OPTIMIZE“STICK.” :: Angie Schottmuller @aschottmuller #SearchLove
  69. 69. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
  70. 70. KEY METRIC #3 AND #4 Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove SCROLL BELOW THE FOLD & PAGE BOTTOM
  71. 71. SCROLL OBJECTIVE: Expose More Value :: Angie Schottmuller @aschottmuller #SearchLove
  72. 72. DESKTOP: TABLET: MOBILE: :: Angie Schottmuller @aschottmuller #SearchLove DEVICE CONTEXT & SCROLLING Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Reference: HotJar scroll heatmaps
  73. 73. SCROLL BELOW FOLD CUES :: Angie Schottmuller @aschottmuller #SearchLove
  74. 74. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove MOBILE: CASE STUDY
  75. 75. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove A B
  76. 76. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove A B
  77. 77. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training 86% NON-BOUNCE 30% SCROLL 95% NON-BOUNCE 53% SCROLL :: Angie Schottmuller @aschottmuller #SearchLove A B
  78. 78. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove 77%SCROLL LIFT A B
  79. 79. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove 29%CONVERSION LIFT A B
  80. 80. SCROLL BELOW FOLD JUMP :: Angie Schottmuller @aschottmuller #SearchLove
  81. 81. Website example: Byer’s LeafGuard Gutter System – Fall 2014 JUMP TO the FORM :: Angie Schottmuller @aschottmuller #SearchLove
  82. 82. SCROLL BELOW FOLD “FOLD”INSIGHTS :: Angie Schottmuller @aschottmuller #SearchLove
  83. 83. Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
  84. 84. Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
  85. 85. BE MINDFUL OF THUMB REACH Image reference: forbes.com :: Angie Schottmuller @aschottmuller #SearchLove iPhone 5 iPhone 6
  86. 86. :: Angie Schottmuller @aschottmuller #SearchLove “Phablets”add more complication… Image source: scmp.com
  87. 87. :: Angie Schottmuller @aschottmuller #SearchLove Website example: Red Wing Shoes - Spring Sale 2015 iPhone 5 iPhone 6 iPhone 5 iPhone 6
  88. 88. :: Angie Schottmuller @aschottmuller #SearchLove Website example: Red Wing Shoes - Spring Sale 2015 iPhone 5 iPhone 6 iPhone 5 iPhone 6
  89. 89. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
  90. 90. KEY METRIC #5 Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove CLICK EVENTS
  91. 91. USER GOALS What does the user want to accomplish? REEVALUATE GOALS BUSINESS GOALS What does the business want to accomplish? :: Angie Schottmuller @aschottmuller #SearchLove
  92. 92. :: Angie Schottmuller @aschottmuller #SearchLove BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish?
  93. 93. What SPECIFIC DATA do web visitors need to make a good decision? How can I make consumption of that data into a MEASURABLE ACTION? :: Angie Schottmuller @aschottmuller #SearchLove ASSESSMENT: 1 2
  94. 94. What SPECIFIC DATA do web visitors need to make a good decision? How can I make consumption of that data into a MEASURABLE ACTION? :: Angie Schottmuller @aschottmuller #SearchLove ASSESSMENT: 1 2 Seriously. This is huge. WRITE IT DOWN.
  95. 95. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove
  96. 96. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove
  97. 97. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove TABS !?! (CLICKS UNLIKELY MEASURED)
  98. 98. TABS ARE THE ARMPIT OF WEB CONTENT. THEY’RE NOT ATTRACTIVE AND NOBODY WANTS TO GO THERE. :: Angie Schottmuller @aschottmuller #SearchLove
  99. 99. :: Angie Schottmuller @aschottmuller #SearchLove Top User Actions = Tracked Events = Goals "Did you find what you were looking for?" "What was your reason for visiting today?"
  100. 100. :: Angie Schottmuller @aschottmuller #SearchLove YOU CAN’T OPTIMIZE WHAT YOU DON’T MEASURE.
  101. 101. CLICK TRACKING OPTIMIZATION CLICK-TO-CALL :: Angie Schottmuller @aschottmuller #SearchLove
  102. 102. 61%of mobile users CALL after a local business search. Source: Google - The Mobile Movement Study, 2011 :: Angie Schottmuller @aschottmuller #SearchLove
  103. 103. Get a LeafGuard Estimate & 20% Install Savings Website example: Byer’s LeafGuard Gutter System – Fall 2014 Choose ONLY 1PRIMARY call-to-action. :: Angie Schottmuller @aschottmuller #SearchLove Call (800) 977-5323 Quick Estimate & 20% OFF Open‘til 4pm TODAY M-F, 8am – 4pm CT
  104. 104. Call (800) 977-5323 Quick Estimate & 20% OFF Open‘til 4pm TODAY M-F, 8am – 4pm CT Click-to-Call (CTC) Website example: Byer’s LeafGuard Gutter System – Fall 2014 HTML Example:! <a href="tel:+18009775323" class="clicktocall">Call (800) 977-5323 <span>Quick Estimate &amp; 20% OFF</span></a>! :: Angie Schottmuller @aschottmuller #SearchLove Hours: Mon-Fri, 8am - 4pm CT Call (800) 977-5323 Quick Estimate & 20% OFF
  105. 105. Call (800) 977-5323 Quick Estimate & 20% OFF Open‘til 4pm TODAY M-F, 8am – 4pm CT Click-to-Call (CTC) Website example: Byer’s LeafGuard Gutter System – Fall 2014 Hours: Mon-Fri, 8am - 4pm CT :: Angie Schottmuller @aschottmuller #SearchLove Call (800) 977-5323 Quick Estimate & 20% OFF
  106. 106. CLICK TRACKING OPTIMIZATION “NON-CLICKABLE” :: Angie Schottmuller @aschottmuller #SearchLove
  107. 107. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove MOBILE: CASE STUDY
  108. 108. DESKTOP: TABLET: MOBILE: Heatmap“Non-Clickable”Audit Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar heatmap analytics :: Angie Schottmuller @aschottmuller #SearchLove
  109. 109. Device Context & User Interest Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar heatmap analytics DESKTOP: TABLET: MOBILE: :: Angie Schottmuller @aschottmuller #SearchLove
  110. 110. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
  111. 111. 5 CRITICAL UX METRICS RECAP :: Angie Schottmuller @aschottmuller #SearchLove
  112. 112. :: Angie Schottmuller @aschottmuller #SearchLove 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
  113. 113. 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 :: Angie Schottmuller @aschottmuller #SearchLove
  114. 114. :: Angie Schottmuller @aschottmuller #SearchLove DASHBOARD: http://bit.ly/conversionsgadashboard
  115. 115. 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. :: Angie Schottmuller @aschottmuller #SearchLove
  116. 116. “If a metric won't change the way you behave, then it’s a BAD metric.” ~ Ben Yoskovitz @byosko, Author, "Lean Analytics” :: Angie Schottmuller @aschottmuller #SearchLove
  117. 117. 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 :: Angie Schottmuller @aschottmuller #SearchLove KEY TAKEAWAYS
  118. 118. GOOD DATA. GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
  119. 119. If you must ASSUME, for the sake of“u”and “me”, at least make it productive… :: Angie Schottmuller @aschottmuller #SearchLove
  120. 120. :: Angie Schottmuller @aschottmuller #SearchLove ‘TEAM IS DRUNK’TEST COMING SOON
  121. 121. :: Angie Schottmuller @aschottmuller #SearchLove QUESTIONS? ANGIE SCHOTTMULLER Growth Marketing Advisor Ÿ aschottmuller@yahoo.com Ÿ @aschottmuller Contact me for a consultation or training workshop! http://bit.ly/gaeventtrackingforcro http://bit.ly/heroshotscorecard

×