PubCon Las Vegas 2013

Conversion In A Social World

Tim Ash - CEO

@tim_ash

October 22, 2013 – Las Vegas

• 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

Social Media Landscape

We Must Need New Guides!

Is Social Media Really New?

Social Media Is About People

PART I:

What It Is & Why It Works

Rule of 150

Social Creatures

Are There Limits to Our “Socialness”?

Robin I.M Dunbar, "Neocortex size as a constraint on group size in pr imates," Journal of Human Evolut ion (1992), vol. 20, pp. 469-493.

Rule of 150

With a group of 150 or so, formalities are not necessary. Behavior can be controlled on the basis of personal loyalties and direct contacts. With

larger groups, this seems impossible.

What Do We Value in Social Interactions?

Inconsistency is Thought of as Undesirable

• Beliefs, words, and deeds don’t match

• Confused

• Two-faced

• Mentally ill

Consistency is Valued

• Logic

• Rationality

• Stability

• Honesty

Commitment

“Once we make a choice or take a stand, we will

encounter personal and interpersonal pressures to

behave consistently with that commitment.”

- Dr. Robert Cialdini

Observations About Commitment

• Simplifies day-to-day operations

• Very difficult to reverse

• Will often lead to much-larger commitments

The Best Kind of Commitment

• Voluntary

• Public

• Small

PART II:

Implications For Conversion & Social Media Strategy

Make Sharing Easy

“Three elements must converge at the same moment for a behavior

to occur: Motivation, Ability, and Trigger. When a behavior does not

occur, at least one of those three elements is missing.”

– Dr. B.J. Fogg – Stanford Persuasion Lab

Put Hot Triggers in Front of Motivated People

• Facebook Like

• Tweets of a single phrase within a blog post

• Writing a review

• Rating a product or service

• Clickthrough to another page

Micro-conversions

Humanize The Computer Experience Humanize The Computer Experience

Huge Growth in Realistic & Interactive

Demonstrate Social Proof

Go Wide and Deep & Measure Everything

Reach & Engagement – Shoe Brands

Source:

Number of Fans

Source:

11,010,154

3,737,028 3,853,635

1,593,682

70,353

Engagement

Source:

.1% .1%

Case Study – Voting for Photos from Facebook & Twitter

Case Study – Results

• Content Domination

• Massive Rejection & Filtering

• Make Sharing Easy & Get The Micro-conversion

• Demonstrate Social Proof

• Humanize the computer experience

Massive Rejection & Filtering Fight Massive Filtering

With Content Domination

Facebook Displays 0.8% of all Wall Events

Filtered Out Displayed

Recycle Content – Minimum Publishable Unit

Webinar Lead Capture & Social Sharing

Post Webinar – Replay, Slides, Transcript

Blog Post – Comments, Social Sharing

E-Book – Permanent Downloadable Asset

1. Make Sharing Easy & Embrace the Micro-conversion

2. Demonstrate Social Proof Through Likeness & Large Numbers

3. Humanize the Computer Experience with Video & Interactivity

4. Go Wide & Deep and Measure Everything

5. Fight Massive Filtering with Content Domination

Summary of Strategies

Express Review - Special Offer

• 45 or 90-min interactive review of your landing page or site

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of page

http://ExpressReviewOffer.com - From $699

$200 Off if you order by Nov 8th (Promo code “PUBCON2013”)

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Davenport

Michael

Summers

Eisenberg

Patrick

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Massey

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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