Webinar - Unexpected Website Performance Formulas of the Conversion Scientist
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Transcript of Webinar - Unexpected Website Performance Formulas of the Conversion Scientist
Website Formulasof the Conversion Scientist™
Brian MasseyConversion Sciences, LLC
Tweet Something@bmassey
Unexpected
Expect the Unexpected
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
What You Will Learn
18 concepts that will shake the very foundations of your idea of a website
18 ways to make your website more successful
18 ways to piss off your competitors
@bmassey
Conversion ScientistFounder of Conversion SciencesConsultantNational SpeakerAuthor Your Customer Creation EquationLabwear Fashion Model
@bmassey
Don’t Think. Know.Training
Conversion Catalyst ConsultingPPC Landing Page Optimization
Video that ConvertsAnalytics
Visitor PersonasFeared by Competitors Across the Internet
@bmassey
Please Put On Your Safety Goggles
Your opinion doesn’t matter.
http://www.sxc.hu/profile/silegl69
1
Boosted Sales by 30%
Your visitors don’t care about your company or your products.2
http://www.flickr.com/photos/proimos/
Don’t “We” “We” all over yourself.
http://www.sxc.hu/profile/TWS
Now through a single, unified user interface, design, order, provision and control cloud services with the ability to modify decisions as
needed to ensure the satisfaction of your IT goals. This is the new IT.
Your visitors will tell you exactly what to do.3
Start Your Conversion Lab
www.MyConversionLab.com
Webinar Offer
LogMyCalls Free Trial• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880
Conversion is about more than landing pages, buttons, forms, and shopping carts.4
Every click is a promise that you must keep.5
http://www.flickr.com/photos/marksetchell/
Every change is an experiment.6
Every change is an experiment.6
Specifics are the hallmark of conversion.7
24%More leads
Avoid Business Porn.8
Who are we really talking to?
Who are we really talking to?
Get Creative with Images
Market research is a collection of hypotheses, not answers.9
http://www.sxc.hu/profile/Gastonmag
10Don’t send your store-bought traffic to social networks.
11The most important part of a design is the dollars it generates.
http://www.sxc.hu/profile/gravityx9
12Store the attention you’ve paid for and use it again and again.
http://www.sxc.hu/profile/Marzie
http://www.sxc.hu/profile/Marzie
Customer BatteriesSubscriber BatteriesSocial BatteriesMobile Batteries
13The most valuable use of a blog is as a content source.
Create a Blogcano
14Start at the end when designing your landing pages.
50% Off US Dollar Bills from the Leader in Dollar Resales
50% Off US Dollar Bills from the Leader in Dollar Resales
Enter Your Credit Card Number
Your Name
Your Address
Your Security Code
The Expiration Date
15Sometimes it’s okay—even preferable—if visitors abandon you.
http://www.flickr.com/photos/ironrodart/4265327611/sizes/o/in/photostream/
Good Abandon vs. Bad Abandon
Shipping and handling costs were too high.
BAD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
The shopper wasn’t ready to purchase the product
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
The shopper wanted to compare prices on other sites.
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
Product price was higher than the shopper was willing to pay.
BAD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
The shopper just wanted to save products in his cart for later consideration.
GOOD
Forrester Research, May 2010, Understanding Shopping Cart Abandonment
Retargeting and Remarketing
16Email is the biggest social network on the planet—bigger and more effective even than Facebook.
Reply to All
17
The job of your home page is to get people off of your home page.
18You will find your own surprises as you continue on this journey.
http://www.sxc.hu/profile/mokra
www.CustomerCreationEquation.com
Learn how to apply• Your Conversion Lab• Marketing Batteries• Visitor Tripwires• Blogs that Erupt• Backwards Landing Pages• Checkout Cholesterol• Social Homing Beacons
Learn how to apply• Your Conversion Lab• Marketing Batteries• Visitor Tripwires• Blogs that Erupt• Backwards Landing Pages• Checkout Cholesterol• Social Homing Beacons
LogMyCalls Free Trial• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880
Webinar Offer
Learn how to apply• Your Conversion Lab• Marketing Batteries• Visitor Tripwires• Blogs that Erupt• Backwards Landing Pages• Checkout Cholesterol• Social Homing Beacons
Thursday, Nov. 1, 2 PM EDT Content Marketing: Keys to Becoming a Brand Journalist
• Google says that content marketing is now the key to SEO – Why?• Great examples of content marketing, from Spafax to John Deere, Michelin, Lexus, etc. • How to get more from the traffic from your content• How to turn your expertise into content • How do you get started down the trail to effective content• Sign up LogMyCalls.com/webinar
Next Webinar
Dan Levy, Editor, Sparksheet
Dan Levy is the editor of Sparksheet, the award winning multiplatform magazine published by content marketing agency Spafax. Sparksheet is also an AdAge 150 blog. A native Montrealer, Dan has worked as a political reporter in Washington, as a writing coach in Boston and as a research assistant at Harvard.
Dan holds a master’s degree in journalism from Boston University and a BA in Humanistic Studies from McGill University.
You can follow Dan on Twitter at #danjl, on his personal blog at danjlevy.com and, of course, on Sparksheet.com.