Search Enginge Strategies - NY - Converting Visitors Session

This is class 1 of our Optimizely Summer School. In this class presented by our strategy consultant you will learn: - How to use analytics to find weaknesses on your website - How to align these areas for optimization with your company goals - How to incorporate these goals into a detailed testing plan This is relevant for: Digital Marketing Product Management User Experience Web Analytics E-Commerce Sign up here for all the remaining classes of this summer: http://pages.optimizely.com/summer-school-2015.html Sign up for Optimizely here: https://www.optimizely.com/

Tecnologia Design

Clicks Are People!

For you to achieve your goals,
your visitors must achieve their
goals ﬁrst.

Visitors are only concerned with
how they want to buy and what
is relevant to them.

How We Buy
Pace:
Competitive Spontaneous
Quick

vs.

Methodical Humanistic
Deliberate

Bias: Logical vs. Emotional

Eyetracking 4 Perspectives: Jakob Nielsen

http://www.grokdotcom.com/2007/09/05/eyetracking-
heatmaps-gaze-plots-oh-my/

Roadmap For Testing
Step 1 - Deﬁne the conversion goals

$$
•What Action?

•What page?

•What does success look like?

Roadmap For Testing
Step 2 – Deﬁne Your Proﬁles

•How many proﬁles?

•What types?

•Where in the buying cycle?

Roadmap For Testing
Step 3 – Do the Creative

•Create the Driving Point (PPC, email, etc.)

•Does the message match the motivation,
type and buying process

Where to Test First...

•
Your Top 5 High Bounce Rate Pages
•
Your Top 5 High Exit Rate Pages
•
Your Top 5 Lowest Time Spent Pages
•
Your Top 5 key pages (checkout, cart,
registration, top product)

5 Testing Tips for Online Success

1. Product Images Tell A Story
2. Test Your Headlines & Copy
3. Forms & Point of Action Assurances
4. Calls to Action - Get Them to Click
5. Don’t Make Them Wait

Tip 1: Product Images Are Most Persuasive

Variables That Matter Include...
Product Quality

Highlighting
Beneﬁts

Video With or Instead of Pictures

What Does It Cost to Flash Your Visitors?

Homepage
Abandonment
Decreased by 28.57%

$Tip 2: Test Those Headlines 1. fractions or percentages to prove your claim • Four out of ﬁve dentists recommend vs. 80% of dentists recommend 2. ask questions in the headline (make sure you directly answer the question after the headline) • Make a difference in the life of a child vs. Will you make a difference in the life of a child? 3. self-focused (we/I) versus customer-focused copy (you) • We help make a difference in the life of a child vs. You can help make a difference in the life of a child$

Conversion Rate Rose From 10.3% to 19.6%

Ready to Buy - Conﬁdence Building
Reviews In Stock/ Shipping info

More detailed review
Free/Flat Rate Shipping

Tip 4: Add to Cart Buttons & More

Variables include:

Wording
Shape
Size
Style
Icon
Color
Legibility
Location

Tip 5: Don’t Make Them Wait

Before After
55.3kb 6.6kb

58.4kb 7.0kb

Would You Like a Roadmap for Testing?

OR

Howard Kaplan
FutureNow, Inc. (FUTR.OB)
1-877-643-7244
howardk@futurenowinc.com

Website:
www.FutureNowInc.com
Blog:
www.GrokDotCom.com

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