3. The Group / Areas of Expertise
Internet
Marketing
SEO Paid Search
Media
Buying
Conversion
OptimizationData
Analysis /
Analytics
Local
Search
Email
Marketing
Mobile
Advertising
Social
Media
4. Our Group / Areas of Expertise
Traffic x Conversion Optimization = Sales
Break It Down…What it’s about…
5. Background
12 Years Internet Marketing Experience
– Started with Email Marketing
– Built a Boston based Internet Consulting Agency
• From $180k to $2 Million in 2 Years
• Managed $35 Million in Client Revenues
– 6 Years Ran Own Internet Business
• Operate Several Ecommerce & Content Websites
• Small Consulting Practice for Select Clients
– VP eCommerce - Inc. 5000 & MN Fast 50
• 2013 60% Growth Year Over Year
I started this group to share and learn with others
9. Latest News
Google Working on Next Panda
– Softer and Friendly to Small Sites and Businesses
– Oh that’s nice of them, isn’t it?
Facebook Showing More “Non-Liked” Pages
– Show More Updates from Unfollowed Pages
– Contrary to Previous Update – Show Less from
Followed Pages
See updates from Pages that you haven't liked when they're about other Pages that
you have liked. For example, if you like Dwight Howard on Facebook, you might see a
Bleacher Report update about him if they've tagged him in their post.
10. Latest News
‘Disavow Links’ Not A Ranking Factor
– Google Not Currently Using Disavow Data as
Negative Factor
Facebook Pages Layout Changes
– Redesigned Timeline
– New Admin Tools Options
– New Pages to Watch Feature
12. Case Study / Learning
Web & Landing Page Optimization
• Basics
• Conversion Pyramid
• Testing
• Developing Your Own Process
Concepts Can Be Applied to All Types of Web Pages
23. Testing Process
Testing Steps
–Identify Business Objectives
• What’s the goal? Sales, Leads, Info
–Customer Research
• What’s the persona?
–Demographic
–Geographic
–Psychographics
24. Testing Process
Testing Steps
–Create a Hypothesis
• Specificity is Key
–Develop Testing Parameters
• What are you testing?
• How are you testing?
–Split / Multivariate
–Full Factorial vs Bayesian vs Other
25. Testing Process
Testing Steps (cont)
• Who are you testing?
–Traffic Type – Be Consistent
»Don’t test organic and email combined
• Different customers
–Define Conversion Path & Goal
• Confirmation page or other
• Path to get there
26. Testing Process
Testing Steps (cont)
–Design Creatives and/or Platform
• LeadPages.net
• Unbounce.com
• Optimize Press for WP
–Select Testing Platform
• Optimizely
• Visual Website Optimizer
• AB Split Test Calculator
28. Testing Process
My Recommended Path
–A/B Split Test Very Unique Concepts
• Unique Layout
• Images
• Copywriting
–Find the Winner
–Iterate with Multivariate Tests
• Find Best Headline, Button Colors, Form