Michael Stricker @RadioMS #DigitalOlympus
How to CRO Like There’s No Tomorrow Conversion Rate Optimization as The Four Riders of the Apocalypse: War, Famine, Plague & Death
Michael StrickerLead Consultant, MSDesign
• Former US Marketing Director, leading competitive research tool for digital marketing
• Agency, consulting and web design studio experience • 367+ successful digital marketing campaigns • 1,000,000s of impressions for web-based businesses • Speaker: LinkedIn, PubCon, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.• Worked with Enterprise Brands AeroPostale, BET, GolfSmith, Dell,
JGWentworth, Johns Hopkins U Carey, RE/MAX, Toshiba, Verizon
Michael Stricker @RadioMS #DigitalOlympus
How to CRO Like There’s No Tomorrow
Michael Stricker @RadioMS #DigitalOlympusLord of the Rings Image ©2001 New Line Cinema
The 4 Riders of the Apocalypse
1. War 2. Famine 3. Plague 4. Death
Michael Stricker @RadioMS #DigitalOlympus
The 4 Riders of the Apocalypse
Win the War Feed the Famine Pwn the Plague Cheat Death
Michael Stricker @RadioMS #DigitalOlympus
The 4 Riders of the Apocalypse
Win the War Feed the Famine Pwn the Plague Cheat Death
Michael Stricker @RadioMS #DigitalOlympus
Win the War
• High Commercial Intent Terms (CPC Google AdWords & Semantically via Google Search Console or SEMrush)
• Competitor’s Productive KWs (SEMrush Domain VS Domain )
Michael Stricker @RadioMS #DigitalOlympus
Win the War
Brandjack like a mofo
Michael Stricker @RadioMS #DigitalOlympus
Win the War
Brandjack via Paid Search, and Defend Brand Terms ~ Lori Weiman Competitor’s Brand in URL, not in Title or Description
Michael Stricker @RadioMS #DigitalOlympus
Win the War
Brandjack invoke 3rd parties and legit comparisons~ Lori Weiman Competitor’s Brand in URL, not in Title or Description
Michael Stricker @RadioMS #DigitalOlympus
Win the War
Brandjack via SEO Branded keyword phrases are 3.5x more likely to convert visitors to leads, yet… Visitors arriving by select, non-branded phrases are 10X more likely to convert ~ Chad Pollitt, Relevance
Michael Stricker @RadioMS #DigitalOlympus
Win the WarBrandjack with Care
How to Rank for Your Competitor’s Keywords: What We Learned by Analyzing 62.6 Million Ecommerce Keywords ~ NeilPatel.com
Michael Stricker @RadioMS #DigitalOlympus
Win the WarBrandjack with Care
How to Rank for Your Competitor’s Keywords: ~ NeilPatel.com
Michael Stricker @RadioMS #DigitalOlympus
Brandjack…
…w/ Care
Win the War
Brandjack with Helpful Utility ModifiersBrand A VS Brand B, _ & _ comparison, _ reviews, _ ratings, _ testimonials, _ cheap, _ coupon, _ discount http://neilpatel.com/2016/12/01/how-to-rank-for-your-competitors-keywords-what-we-learned-by-analyzing-62-6-million-ecommerce-keywords ~ NeilPatel.com
Michael Stricker @RadioMS #DigitalOlympus
How to CRO Like There’s No Tomorrow
Michael Stricker @RadioMS #DigitalOlympusDeath on a Pale Horse by Benjamin West Image © Detroit Inst of Arts
The 4 Riders of the Apocalypse
Win the War Feed the Famine Pwn the Plague Cheat Death
Michael Stricker @RadioMS #DigitalOlympus
Feed the Famine
Highly engaged customers=3X more value • buy 90% more frequently • spend 60% more in each transaction ~ Rosetta/Publicis Groupe/Razorfish Global
Michael Stricker @RadioMS #DigitalOlympus
Feed the Famine
Prospects 7X more responsive to promotions after a brand interacts meaningfully~ Rosetta/Publicis Groupe/Razorfish Global
Michael Stricker @RadioMS #DigitalOlympus
Feed the Famine
Remarket… • with a specific, relevant special offer• resubscription • supplies •
accessories Network Default Duration
Max. Duration
Display 30 days 540 days Search 30 days 540 days Michael Stricker @RadioMS #DigitalOlympus
Feed the Famine
Retention • Cross-sell • Up-sell • Discount Referrals • Betas • Trials to dispenseLoyalty • Anniversary • Birthday • Survey
Costs 6-7X more for companies to attract new customers than to keep existing.
Michael Stricker @RadioMS #DigitalOlympus
How to Convert Like There’s No Tomorrow
Michael Stricker @RadioMS #DigitalOlympusLord of the Rings Image ©2001 New Line Cinema
The 4 Riders of the Apocalypse
Win the War Feed the Famine Pwn the Plague Cheat Death
Michael Stricker @RadioMS #DigitalOlympus
Pwn the Plague
Measles
@RadioMS #DigitalOlympus
The Plague
Measles
Michael Stricker @RadioMS #DigitalOlympus
The Plague
MeaslesConversion
Michael Stricker @RadioMS #DigitalOlympus
The Plague
MeaslesConversionGoal Actions
Michael Stricker @RadioMS #DigitalOlympus
The Plague
MeaslesConversionGoal Actions
X14Michael Stricker @RadioMS #DigitalOlympus
The Plague
MeaslesConversionGoal Actions
X14Michael Stricker @RadioMS #DigitalOlympus
The Plague
MeaslesConversionGoal Actions
X14Michael Stricker @RadioMS #DigitalOlympus
Pwn the Plague
Measles = Analysis Paralysis• Too many options & choices • Too many distractions • Lacks urgency • Lacks scarcity
Michael Stricker @RadioMS #DigitalOlympus
Pwn the Plague
Inoculate your Landing Pagesx Reduce options & choices x Simplify distractions x Add urgency x Hawk scarcity
Michael Stricker @RadioMS #DigitalOlympus
1100%
The 4 Riders of the Apocalypse
Win the War Feed the Famine Pwn the Plague Cheat Death
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death
“…judge the quick and the dead.”~ King James Bible
“Faster!” ~ UX
“Faster!” ~ Conversions & AOV
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death
77% of webpages take up to 10 seconds to load. 19 seconds is the average. ~ DoubleClick
2–3 second page load times have the lowest bounce rate. ~ Maile Ohyeh, Google
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death
“Mobile traffic has surpassed desktop.”~ Maile Ohyeh, Google
US Mobile search is roughly 58% of overall ~ Hitwise 2016
The Mobile-First Google Index is coming. ~ Google
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death
A 1 second delay in page response can result in a 7% reduction in conversions.
A 1 second page delay could cost $2.5 million in lost sales every year ~ KissMetrics on Ecommerce sites with revenues of $100K/day
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death with PageSpeed
“Give up the PageSpeed, She-elf! Arwen, Lord of the Rings Image ©2001 New Line
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death with PageSpeed
“if you want it, come and claim it!” Arwen, Lord of the Rings Image ©2001 New Line
Michael Stricker @RadioMS #DigitalOlympus
Cheat Death
Google Mobile Website Speed Test Tool https://testmysite.thinkwithgoogle.com/
Firebug Plug-in WebDeveloper Browser Plug-inPageSpeed Tools | Google Developers https://developers.google.com/speed/pagespeed/
Michael Stricker @RadioMS #DigitalOlympus
Thank youCRO Like There’s No Tomorrow
Conversion Rate Optimization as The Four Riders of the Apocalypse: War, Famine, Plague & Death
Michael Stricker @RadioMS #DigitalOlympus
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