eMetrics Summit San Francisco 2013

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Landing page optimization can produce huge improvements in online marketing campaigns. The question is not whether you should do it, but rather how. In this fast-paced session, landing page optimization author and expert Tim Ash describes a number of powerful new tools that have recently become available for improving conversion rates. Learn the secrets of the conversion ninja, and become one yourself!

Negócios Tecnologia

Copyright © 2012 SiteTuners - All Rights Reserved.
Conversion Ninja Toolbox
Tim Ash – CEO
@tim_ash
San Francisco, CA – April 16, 2013

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training
• More than 1200 clients since 2002
About SiteTuners

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Type – In-page Web analytics
Key Features
Mouse heatmaps
Click confetti
Link click overlay
Conversion Applications
Clicking on non-clickable images
Behavior changes based on screen-size & traffic source

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Type – In-page Web analytics & user monitoring
Key Features
User session recording & playback (with downloading)
Click heatmaps with adjustable display
Advanced link analytics – hesitation, hover, timing
Advanced form analytics
Mobile experience recording

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Conversion Applications
• How far do people scroll
• Do they reach the bottom of the page
• What form fields are commonly left blank
• Which form fields cause the most delay/confusion
• Which links are hovered over, but not clicked
• User session playback based on business rules

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Type – Online Usability Testing
Key Features
Online test setup – specify task to perform on your site
Pre-screened subjects (taught to speak out loud)
Very quick results (start getting feedback within 1 hr)
Get audio/video recording and text transcript
Conversion Applications
Observe actual problems that uninterested visitors have
Run tests against your benchmark competitor’s sites
Get unexpected ideas for problems/testing

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Type – Cross Browser Testing
Key Features
Test different OS, Browser, Application combinations
Pay by the minute for screenshots or live testing
Conversion Applications
Identify usability issues with different configurations
Find broken or suboptimal site operation
Find distorted spatial relationships

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Type – Simulated Visual Attention Tool
Key Features
Creates “attention heatmaps” of Web pages
Works with live and mocked-up designs
No actual page visitors required
Instant results – just upload an image
Conversion Applications
Identify visual elements that distract from goals
Determine exact amount of emphasis for key elements
Improve a landing page design before you publish it

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Before

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
After

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
BrowserSize.GoogleLabs.com

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
MockFlow

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Kampyle

Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Loop11

Copyright © 2012, SiteTuners - All Rights Reserved.

Copyright © 2012, SiteTuners - All Rights Reserved.
2013 - San Francisco – Paris - Chicago – Boston – London – Berlin
Tim
Ash
Tom
Davenport
Michael
Summers
Bryan
Eisenberg
Patrick
Bultema
Jakob
Nielsen
Amy
Africa
BJ
Fogg
Steve
Krug
Jared
Spool
Roger
Dooley
Susan
Weinschenk
Brian
Massey

Copyright © 2012, SiteTuners - All Rights Reserved.
Express Review - Special Offer
• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page
http://Express-Review.com – Starting at only $699
Mention “EMETRICS” after you order to get $100 off
(order before April 30, 2013)

Copyright © 2012, SiteTuners - All Rights Reserved.
Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1

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The Coffee Bean & Tea Leaf(CBTL), Business strategy case study

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eMetrics Summit San Francisco 2013

2. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash • Conversion-focused website blueprints (full redesigns & quick facelifts) • Landing page test plans & testing strategy development • Internal optimization team mentoring & training • More than 1200 clients since 2002 About SiteTuners

10. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Type – In-page Web analytics Key Features Mouse heatmaps Click confetti Link click overlay Conversion Applications Clicking on non-clickable images Behavior changes based on screen-size & traffic source

14. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Type – In-page Web analytics & user monitoring Key Features User session recording & playback (with downloading) Click heatmaps with adjustable display Advanced link analytics – hesitation, hover, timing Advanced form analytics Mobile experience recording

15. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Conversion Applications • How far do people scroll • Do they reach the bottom of the page • What form fields are commonly left blank • Which form fields cause the most delay/confusion • Which links are hovered over, but not clicked • User session playback based on business rules

19. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Type – Online Usability Testing Key Features Online test setup – specify task to perform on your site Pre-screened subjects (taught to speak out loud) Very quick results (start getting feedback within 1 hr) Get audio/video recording and text transcript Conversion Applications Observe actual problems that uninterested visitors have Run tests against your benchmark competitor’s sites Get unexpected ideas for problems/testing

20. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Type – Cross Browser Testing Key Features Test different OS, Browser, Application combinations Pay by the minute for screenshots or live testing Conversion Applications Identify usability issues with different configurations Find broken or suboptimal site operation Find distorted spatial relationships

24. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Type – Simulated Visual Attention Tool Key Features Creates “attention heatmaps” of Web pages Works with live and mocked-up designs No actual page visitors required Instant results – just upload an image Conversion Applications Identify visual elements that distract from goals Determine exact amount of emphasis for key elements Improve a landing page design before you publish it

44. Copyright © 2012, SiteTuners - All Rights Reserved. 2013 - San Francisco – Paris - Chicago – Boston – London – Berlin Tim Ash Tom Davenport Michael Summers Bryan Eisenberg Patrick Bultema Jakob Nielsen Amy Africa BJ Fogg Steve Krug Jared Spool Roger Dooley Susan Weinschenk Brian Massey

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46. Copyright © 2012, SiteTuners - All Rights Reserved. Q&A and Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1

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