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Andy%Halko%
@andyhalko*
Insivia%
@insivia*
WEBSITE
CONVERSION
STOP TURNING VISITORS AWAY
THINK SMART.
ACT BOLD.
What are conversions?
Conversion Optimization
THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING
Lead & Sales Road Map
NURTURE
E/Mail*Sign*Up*
Demo*
White*Paper*Download*
Calculator*Results*
Facebook*Follow*
TwiDer*Follow*
Sample*Download*
S...
First step in higher conversions:!
Targeted Campaigns!
Campaigns focused on a specific target
or serve a specific purpose.!
Product*
Landing*Page*
Problem*
Landing*Page*
Industry*...
Back*up*the**
campaign*message*
*
One*clear*acIon**
(Call*to*AcIon)*
*
Enough*info*to**
make*a*decision*
Landing Page Conv...
Your homepage is NOT a landing page!
Your homepage is merely the face of your
website, accessed by people who are looking
for it specifically. !
Your**
HomePage*
Marketo
Visual*and*message**
confirming*people**
are*in*the*right*place*
*
Design*that*conveys**
confidence*
*
Clear*navigaIon*
*
Cl...
LANDING*PAGE?*
HOME*PAGE?*
LANDING*PAGE?*
HOME*PAGE?*
Web*analyIcs*data*is*
NOT*enough*to*construct*
the*best*test*hypotheses*
for*your*site.*
SPLIT%TESTING%
A/B*TesIng**
MulIv...
VS*
CONTROL% TREATMENT%
VS*
CONTROL% TREATMENT%
Mission*criIcal*elements*like*call/to/acIon*buDons*represent*
a*small*change*on*the*page,*however,...
VS*
VS*
The*color*of*your*CTA*buDon*has*major*impact*on*your*
potenIal*customers’*decisions*–*and*thereby*also*your*
conversio...
People*aren’t*magically*drawn*to*a*buDon*
because*it’s*red,*nor*are*we*automaIcally*pre/
disposed*to*sign*up*just*because*...
Reading*PaDerns*and*Use*of*Images*
Heat*Mapping*
+*
Human*Psychology*
QuesIons*like*“What*color*converts*best”*
are%a%complete%waste%of%Eme.%%%
*
Instead,*find*out:*
*
*
Where*do*most*people*ge...
“The*vast*majority*of*retailers*reported*
conversion*rates*on*smartphones*were*
around*1%,*while*conversion*rates*for*
tab...
ANALYTICS
Bounce*Rate*
Traffic*Source*
Exit*Pages*
Click/through* Scroll/through**
WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy%Halko%
@andyhalko*
Insivia%
@insivia*
Oh yeah, ask us about...
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
Website Conversion: Stop Turning Visitors Away
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Website Conversion: Stop Turning Visitors Away

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Website Conversion

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Website Conversion: Stop Turning Visitors Away

  1. 1. Andy%Halko% @andyhalko* Insivia% @insivia* WEBSITE CONVERSION STOP TURNING VISITORS AWAY
  2. 2. THINK SMART. ACT BOLD.
  3. 3. What are conversions? Conversion Optimization
  4. 4. THIS IS YOUR LEAD FUNNEL ON BAD MARKETING
  5. 5. Lead & Sales Road Map
  6. 6. NURTURE E/Mail*Sign*Up* Demo* White*Paper*Download* Calculator*Results* Facebook*Follow* TwiDer*Follow* Sample*Download* Survey* Purchase* Call* Contact*Form* DIRECT
  7. 7. First step in higher conversions:! Targeted Campaigns!
  8. 8. Campaigns focused on a specific target or serve a specific purpose.! Product* Landing*Page* Problem* Landing*Page* Industry* Landing*Page* Product* Problem* Industry*
  9. 9. Back*up*the** campaign*message* * One*clear*acIon** (Call*to*AcIon)* * Enough*info*to** make*a*decision* Landing Page Conversion Factors
  10. 10. Your homepage is NOT a landing page!
  11. 11. Your homepage is merely the face of your website, accessed by people who are looking for it specifically. ! Your** HomePage*
  12. 12. Marketo
  13. 13. Visual*and*message** confirming*people** are*in*the*right*place* * Design*that*conveys** confidence* * Clear*navigaIon* * Clear*acIons*to*take* Home Page Conversion Factors
  14. 14. LANDING*PAGE?* HOME*PAGE?*
  15. 15. LANDING*PAGE?* HOME*PAGE?*
  16. 16. Web*analyIcs*data*is* NOT*enough*to*construct* the*best*test*hypotheses* for*your*site.* SPLIT%TESTING% A/B*TesIng** MulIvariate*TesIng* BUILD% TEST%
  17. 17. VS* CONTROL% TREATMENT%
  18. 18. VS* CONTROL% TREATMENT% Mission*criIcal*elements*like*call/to/acIon*buDons*represent* a*small*change*on*the*page,*however,*they*have*major*impact* on*the*decisions*of*your*prospects.*
  19. 19. VS*
  20. 20. VS* The*color*of*your*CTA*buDon*has*major*impact*on*your* potenIal*customers’*decisions*–*and*thereby*also*your* conversion*rate.*
  21. 21. People*aren’t*magically*drawn*to*a*buDon* because*it’s*red,*nor*are*we*automaIcally*pre/ disposed*to*sign*up*just*because*you*added*the* word*“Free”*in*your*headline.** * OpImizaIon,*isn’t*about*seeing*which*tests*are*“beDer”,*but* rather*about*studying*your*visitor’s*behavior*and*creaIng* designs*&*copy*to*engage*in*a*dialogue*with*your*visitor’s*inner* voice.*
  22. 22. Reading*PaDerns*and*Use*of*Images*
  23. 23. Heat*Mapping* +* Human*Psychology*
  24. 24. QuesIons*like*“What*color*converts*best”* are%a%complete%waste%of%Eme.%%% * Instead,*find*out:* * * Where*do*most*people*get*stuck** in*the*buying*process?* * What*are*common*traits*among** our*paying*customers?* * What*hesitaIons*do*our*leads*have** that*prevent*them*from*buying?*
  25. 25. “The*vast*majority*of*retailers*reported* conversion*rates*on*smartphones*were* around*1%,*while*conversion*rates*for* tablets*were*2.4%,”* * While*visitors*largely*use*tablets*for*what*he*called*“lazy* internet”—consuming*media*and*content,*as*well*as*browsing —they*tend*to*prefer*smartphones*primarily*for* communicaIon,*content*snacking,*and*using*mobile*apps.*
  26. 26. ANALYTICS
  27. 27. Bounce*Rate*
  28. 28. Traffic*Source*
  29. 29. Exit*Pages*
  30. 30. Click/through* Scroll/through**
  31. 31. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy%Halko% @andyhalko* Insivia% @insivia* Oh yeah, ask us about our traffic and conversion audits.

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