Conversion Optimization 6 Power Tricks of the Trade

6
CRO

CONVERSION
OPTIMIZATION
POWER TRICKS OF THE TRADE
Angie Schottmuller - @aschottmuller - Three Deep Marketing

Conversion Optimization:
6 Power Tricks of the Trade
Angie Schottmuller - @aschottmuller
Three Deep Marketing

Get More Conversions Today
NO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM!

Interactivity Digital - May 15, 2013

#ID2013 #CRO

Angie Schottmuller

@aschottmuller

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

Three Deep Marketing
180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701
www.threedeepmarketing.com

WE'RE HIRING!

ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)

6

CONVERSION
OPTIMIZATION
POWER TRICKS

Conversion Optimization Factors

#1: USER-CENTERED STRATEGY

"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."
- Bryan Eisenberg
@TheGrok
Conversion Optimization Expert, Speaker & Author

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

SLOW

FAST

LOGICAL

EMOTIONAL

COMPETITIVE

SPONTANEOUS

What's the bottom line?

Why should I choose you now?

METHODICAL

HUMANISTIC

How does your process or
product work?

Who used your solution to solve
my problem?

Source: Bryan & Jeﬀrey Eisenberg's book, "Waiting for Your Cat to Bark?"

"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


Decision Making Persona Types
HiPPO = Highest [Important] Paid Person's Opinion

SPONTANEOUS

What's the bottom line?

Why should I choose you now?

METHODICAL
SLOW

EMOTIONAL

COMPETITIVE
FAST

LOGICAL

HUMANISTIC

How does your process or product
work?

Who used your solution to solve my
problem?


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:

1

2

3

WHAT

WHY

HOW

the user will get

the user will love it

the user can get it

RELEVANCE

VALUE

ACTION

a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg

Landing Page "Essentials"
1.  Slim Header

8.  Trustmarks

2.  Headline

9.  Key Points List

3.  Subheader (Oﬀer/UVP)

10.  Social Proof

4.  [Directional Cue]

11.  [Process Steps]

5.  Hero Shot

12.  [Supporting Info]

6.  [Form]

13.  [Follow-up CTA]

7.  Call-to-Action (CTA)

14.  Slim Footer

[Element] = Optional, depends on landing page type


Landing Page
Elements
1. 
2. 
3. 
4. 
5. 
6. 
7. 
8. 
9. 
10. 
11. 
12. 
13. 
14. 

Slim Header
Headline
Subheader (Oﬀer/UVP)
[Directional Cue]
Hero Shot
[Form]
Call-to-Action (CTA)
Trustmarks
Key Points List
Social Proof
[Process Steps]
[Supporting Info]
[Follow-up CTA]
Slim Footer


#3: CALL-TO-ACTION (CTA)

Call-to-Action
Present ONE
primary CTA as an
obvious button.


Image Source: www.unbounce.com

Each additional "action" on a landing
page may reduce conversion by

50%
- Angie Schottmuller
@aschottmuller

The CTA should
be obvious...

The first thing seen.
The last thing remembered.


Clockwork Conversion
on the 12-Hour Color Wheel
12
11

1

10

9

2

MAIN COLOR

3

CTA COLOR

4

8

7

5
6


12
11

1

10

2

3

9

4

8

7

5
6


12
11

1
M
AIN CO
LOR

10

2

3

9

CT
A COLO
R

8

4

7

5
6


"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!


Never
Submit
- Ryan Engley
@ryan_engley - Unbounce

!

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


90%

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


#4: WEB FORMS

Adobe Test&Target
Landing Page
...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!
SHARE WITH YOUR
DEVELOPER!
</MEGAFIELD S>

http://bit.ly/geoipcodeexample

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!


#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

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

Good
Reviews
Include:
§  Use of "I" / Customer's view
§  Problem/challenge info
§  Solution/satisfaction specifics
§  Customer info
§  Persona info

(name, location, date, photo)

(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

80%

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.

N RATE
NVERSIO

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?

CO

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

Sample Questions Aid Good, Quick Reviews!
Provided Questions

Recommendation Received

1.  How would you describe me as a
speaker / marketer / blogger?

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

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?

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
Provide real, equivalent or better value that
justifies user entry of form data.

•  Free Gift/Service

•  Event

•  $ Savings

•  Download

•  Time Savings

•  Webinar

•  Exclusive Peek

•  Contest

•  Tool

•  Entertainment

(e.g. "Help Me Choose")

Some users want
fast action or answers...

NOW.

Live Chat Boosters
Personalize it!

Proceed to Checkout

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
Call for a FREE Quote
(305) 555-1234
Click-to-Call
Hours: Monday - Friday, 8am - 4pm CT

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>!

6

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

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!

Angie Schottmuller
Director, Interactive Strategic Planning & Optimization
@aschottmuller Ÿ aschottmuller@threedeepmarketing.com

Contact Me for a Consultation
Boost your ROI with conversion optimization!

Conversion Optimization 6 Power Tricks of the Trade

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (13)

More from Three Deep Marketing

More from Three Deep Marketing (12)

Recently uploaded

Recently uploaded (20)

Conversion Optimization 6 Power Tricks of the Trade