SES New York 2011: Conversion Tool Box - By Bryan Eisenberg
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Transcript of SES New York 2011: Conversion Tool Box - By Bryan Eisenberg
© 1998 - 2011 BryanEisenberg.com
The Toolbox for Continuous The Toolbox for Continuous Marketing OptimizationMarketing Optimization
Bryan Eisenberghttp://www.bryaneisenberg.com@TheGrok
Before: Un-Optimized Version
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
CRO Models
• Tools - Insights, Creating Pages, Testing, Personalization, Campaign & Automation
• People - Insight, Management, Creative Execution, Test Setup, Implementation, Outsource
• Process - Planning and Creating New Ads & Content, Optimizing Old Ads & Content
© 1998 - 2011 BryanEisenberg.com
$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia
© 1998 - 2011 BryanEisenberg.com
6
92:1
Companies typically spend $92 to bring customers to
their site.
But only $1 to convert them.
© 1998 - 2011 BryanEisenberg.com
Don’t do Slice & Dice Optimization
© 1998 - 2011 BryanEisenberg.com
Can You Spot The Differences?
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“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
It’s Not About What but Why!
Optimize All You Want
© 1998 - 2011 BryanEisenberg.com
Testing, It’s All About Motivations & Influencing
People
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Do you have a structured approach to improving conversion rates?
Response 2010: 283Response 2009: 270
Source: 2010 Conversion Report from eConsultancy
© 1998 - 2011 BryanEisenberg.com
48% No control overconversion
Limited time and resources are the major barrier to improving conversion
Source: 2010 Conversion Report from eConsultancy
© 1998 - 2011 BryanEisenberg.com
61% do less than 5 tests per month
On average, how many tests do you carry out each month on your website?
Response 2010: 222 Response 2009: 271
Source: 2010 Conversion Report from eConsultancy
© 1998 - 2011 BryanEisenberg.com
Omniture & Google Analytics
© 1998 - 2011 BryanEisenberg.com
Form Analytics
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Voice of Customer
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Call Tracking
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Speed Check
http://www.websiteoptimization.com/services/analyze/
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
Smush Those Graphics
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
Using Video For Products
• Video boost conversion rates by an average of 9%. (Internet Retailer, October 2010)
• Products that have videos are 95% more likely to be bought. (Internet Retailer, April 2010)
• Video adds two minutes to visitors' stays on retail sites. (Comscore, August 2010)
• Video increases the likelihood of a front-page Google search result by 96% with proper page optimization. (Forrester, January 2010)
Source: http://onlinevideograder.com/grader/
© 1998 - 2011 BryanEisenberg.com
TreePodia
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
Variation A Variation B Variation C
In the background Treepodia’s Smart Video Platform generates a few versions of each video, analyzes CVR performance, & directs traffic flow to the best performing variation, automatically
100 Views3 Orders
100 Views1 Order
100 Views6 Orders
© 1998 - 2011 BryanEisenberg.com
Dynamic Video Sitemap
Traffic
© 1998 - 2011 BryanEisenberg.com
UserTesting.com/ppctest
SES2011
© 1998 - 2011 BryanEisenberg.com
Mockflow
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Get Premise
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Free Behavioral Targeting
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Testing With Google Website Optimizer
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Testing for Low Traffic Websites
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Optimizely
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Monetate
BEST OF 2010
• Conversion impact as high as 55%
Badging
• Average conversion improvement range
5%-20% (As high as 100%)
MESSAGE CONSISTENCY
• Conversion improvement as high as 12%
Tax Free
• Conversion improvement as high as 100%
international
• Acquisition improvement as high as 1000%
email acquisition
© 1998 - 2011 BryanEisenberg.com2
BoostCTR.com
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Contests Are Crowd Sourced to Their Network
3
Boosters scan for contests to enter
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Advertiser approves the ad
6
You Approve the Ads to Test
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Advertiserstrack the progress of their contests
BOOSTCTR TRACKS THE CONTESTS AND REPORTS ON RESULTS
© 1998 - 2011 BryanEisenberg.com8
Run The Boosted Ads and Pause Others
© 1998 - 2011 BryanEisenberg.com
Get Speeding!
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It’s Not the Tool, It’s How You Use It
http://mo.am/21secrets
© 1998 - 2011 BryanEisenberg.com
Thank you for listening!
Bryan Eisenberg
Read our blog: www.BryanEisenberg.com
Call us at (347) 470-GROK (4765)
Follow me on Twitter Please:
@TheGrok