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

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

22. Example: Homepage Content

23. Example: Footer

24. Example: Mobile Homepage

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

36. Example: Landing Page

37. Example: Another Landing Page Variation

38. Example Funnel

39. Example Funnel

40. Marketing Software

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

50. Example: Landing Page

51. Example: Landing Page

52. Example: Mobile Landing Page

53. Example: Funnel

54. Example: Survey

55. Example: Local Landing Pages

56. Example: Feedback Survey

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

69. Example: Homepage

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

90. Videos
Landing Pages
Funnel Reporting
Polls

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

105. Rapid Iterative Testing

106. Small Business
Big Money Online
Written by Alex Harris
Foreword by Bryan Eisenberg
AlexDesigns.com/book
Free Assessment: alex@alexdesigns.com