Optimizing Your Web Traffic:

Turning Data and Insight into Actionable Marketing Results

Alex Harris @alexdesignsConversion Optimization, Director

alex@alexdesigns.com

Over 2,500+ consultants

$500MM in annual revenue

Agency focused on results

5,000+ tests completed

Took $50MM company public

10+ Years of experience

Strategy, Design & Testing Since 2000

2000 - 2011 2011 - 2015 2016 -

alexdesigns.com

Free Assessment: alex@alexdesigns.com

5 Examples +1 Case Study

QualitativeQuantitative

Collect Data & Insight

Data

Now What?

Analytics & Testing Software

Establish specific KPIs to meet business goals.

Data Analysis

Use data to validate your hypothesis through A/B testing.

INSIGHT

flickr.com/photos/thebrightonsalon/

Learn Your Ideal Customer

2016UserTesting.comSurvey

Have A Research Team?

Most companies don’t have the resources to gather feedback.

Research & Feedback

Collect qualitative insight and learn from customer feedback.

Create Your Hypothesis

Estimate the strategy for improvement.

Iterative Experiments

Don’t Guess, Test!

Examples

Reengineer top advertisers to increase lead generation.

Loans

1

Example: Homepage used as landing page

Example: Homepage Content

Example: Footer

Example: Mobile Homepage

Marketing SoftwareCurrent Tools for Ondeck.com

Cohort analysis across referral traffic.

Data Determines Who Converts

Funnel Tracking

Funnel tracking to decrease abandonment.

Example: Funnel

Discover FAQs & voice of the customer from your visitors.

Live Chat

Improve email opt-ins on visitors that are leaving your website.

Exit Modal Box

Retargeting Ads

Follow-on ads to visitors that leave your website.

Education

2

Example: Landing Page

Example: Another Landing Page Variation

Example Funnel

Example Funnel

Marketing Software

Segmentation By Device

Prioritize the devices to improve.

Increase ROAS

Manage ads, analytics and optimization of paid media.

Phone Tracking

Attribution of calls to channel & ads

Competitive PPC Analysis

See your competitors ads and test their ideas.

Competitor Landing Pages

See your competitors landing pages. Then test their ideas.

Service

3

Example: Landing Page

Example: Landing Page

Example: Mobile Landing Page

Example: Funnel

Example: Survey

Example: Local Landing Pages

Example: Feedback Survey

Example: Affiliate Landing Pages

Marketing SoftwareCurrent Tools for TruGreen

Recordings & Funnels

Find out why users are leaving your funnel.

Usability Testing

Ask your ideal customers questions about your website.

Attorney

4

Example: Funnel

Recordings & Funnels

Find out why users are leaving your funnel.

Example: Mobile

Example: Mobile

Example: Homepage

/landing-page.html

/blog-post.html

/about-us.html

Top Landing Pages

Prioritize where to start testing.

Banking

5

Example Funnel

Example Funnel

Example Funnel

Example Funnel

Example Funnel

Segmentation

Target specific groups of traffic to personalize experience.

http://www.nickycakes.com/whatrunswhere-busting-open-new-markets/

Track Competitors Creative

Review your competitions online ads.

Case Study

Mortgage

Mortgage

“I was having trouble with conversion rates on the landing pages for my online marketing campaign….I could get traffic there, but visitors were not converting.”Jared Martin,Chief Executive OfficerKeystone Funding

Marketing SoftwareCurrent Tools for Keystone Funding

Case Study: Original Homepage

Marketing SoftwareRecommended Tools for Keystone Funding

Videos

Landing Pages

Funnel Reporting

Polls

Define Problem:- Where: Google Analytics- Why: User Testing- What: Heatmaps and Recordings

Solution:- Create a funnel- Interactive UX- Compare rates- Headline match ad

Goals:- Increase online leads- Educate visitors- Improve quality of leads- Influence more phone calls- Double Conversion Rate

Hypothesis

Wireframes

1 & 2 - Compare Rates 3- Lead Form 4 - Thank You

Ideal Landing Page Report

Mortgage - Results

“After 3 months the conversion rate on my landing page increased by 5x!!”Jared Martin,Chief Executive OfficerKeystone Funding

WINNER!

Summary

Rapid Iterative Testing

Small Business Big Money Online

Written by Alex HarrisForeword by Bryan Eisenberg

AlexDesigns.com/book

Free Assessment: alex@alexdesigns.com