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Transcript of 1 November 2009 CONVERSION MARKETING Fall 2009 Mary Lou Roberts 1.
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November 2009
CONVERSION MARKETINGCONVERSION MARKETING
Fall 2009Fall 2009
Mary Lou Roberts 1
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November 2009
THE BASIC STRATEGIESTHE BASIC STRATEGIES
Mary Lou Roberts
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November 2009
DIRECT MARKETING LEAD DIRECT MARKETING LEAD PROCESSPROCESS
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November 2009
QUALIFYING LEADSQUALIFYING LEADS
DD esire esire
A A uthority uthority
MM oney oney
NN eed eed
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November 2009
DISTRIBUTION, FOLLOW-UPDISTRIBUTION, FOLLOW-UP
Timing and Value of Lead Determines:
“Hot Prospects” to Field Sales to Close
Others to Combination of Personal/Non-
Personal Media
Until Value/Timing Warrants Becoming “Hot
Prospect”
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November 2009
CONVERSION ON THE CONVERSION ON THE INTERNETINTERNET
Is It Click-Through From Online Ad
That Brings Prospect to Web Site? Register/ Capture Data – Begin Dialog
Is It Making a Purchase on the Site? Now or at a Future Time?
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It’s All Of The AboveAND ALL CAN BE MEASURED
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November 2009
THE CHALLENGESTHE CHALLENGES
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November 2009
THE COSTSTHE COSTS In its “Cost-per-Lead Advertising Data Report,” Pontiflex defines basic
data as information such as a user’s first name, last name, e-mail address and postal address. Premium fields include more detailed data such as telephone numbers, social networking usernames, and custom questions.
http://www.marketingcharts.com/direct/cost-per-lead-figures-vary-by-vertical-10384/
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November 2009
WEBSITE OPTIMIZER –BROAD WEBSITE OPTIMIZER –BROAD PERSPECTIVEPERSPECTIVE
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November 2009
THE CONVERSION THE CONVERSION PROCESSPROCESS
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November 2009
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
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November 2009
SALES CONVERSIONSALES CONVERSION
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www.omniture.com
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November 2009
MEDIA FOR MEDIA FOR GENERATION/CONVERSIONGENERATION/CONVERSION
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November 2009
FUNNEL OR SPIDER?FUNNEL OR SPIDER?
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November 2009
OR SPAGHETTI?OR SPAGHETTI?
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November 2009
http://www.omniture.com/modules/videoplayer/webinar/12
8 Minutes—Good!
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November 2009
ONLINE CONVERSION ONLINE CONVERSION RATESRATES
Recent MarketingSherpa Study (quoted
bysilverPOP)
Conversion rates 5.67 to 11.31 for FREE Offers
Ranged from 5.67 to 7.63 for E-Commerce Campaigns
Overall Conversion Lower Peppers & Rogers: Making Every
Interaction Count
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November 2009
Landing Page Conversion
Long Checkout
0.26%
Short Checkout
1.04%
Increase 300%
Landing Page Conversion
Original .80%
Optimized 1.32%
Increase 65%
Original 0.60%
Optimized 1.06%
Increase 77%
SAMPLES - LANDING PAGES TESTSSAMPLES - LANDING PAGES TESTS
Landing Page Conversion
Original 19.76%
Optimized 24.83%
Increase 26%
http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html
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November 2009
CONVERSION KILLERSCONVERSION KILLERS 1. Lack of clarity…answer these questions in 5
seconds… Where am I? What can I do here? Why should I do it
2. Undisciplined eye-path Direct the eye-path on your landing page using size, color, shape,
position and motion
3. Insufficient value promise Not enough reason to click
4. Excessive friction 5. Key elements of landing page eyepath: Size, color,
motion, shape, position
1. 6. Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin
TEST! TEST! TEST!TEST! TEST! TEST!
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November 2009
FRICTION ON LANDING PAGESFRICTION ON LANDING PAGES
http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html
With 4 good case studies!
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November 2009
THREE KEY ISSUESTHREE KEY ISSUES
The Landing Page
Conversion Paths
Conversion Scenarios
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November 2009
LANDING PAGESLANDING PAGES
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November 2009
MARKETING SHERPA 2008MARKETING SHERPA 2008
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November 2009
LANDING PAGE OBJECTIVESLANDING PAGE OBJECTIVES
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November 2009
BEST PRACTICES – LANDING BEST PRACTICES – LANDING PPPP
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November 2009
Whatever the Source of the Whatever the Source of the
LeadLead
It Is a Mistake It Is a Mistake
To Simply Dump Visitors To Simply Dump Visitors
on the Home Pageon the Home Page
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November 2009
EMAIL > LANDING PAGE EMAIL > LANDING PAGE STUDY STUDY
Match E-Mail Copy to Landing Page Especially the Call to Action
Same Look and Feel as the E-Mail Ask Only Essential Questions Navigation Bar May Distract from
Conversion Avoid Need to Scroll (Short Copy)
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November 2009
VIDEO LANDING PAGE VIDEO LANDING PAGE STUDYSTUDY
Pentax Camera with Facial Recognition Create Interest and Enthusiasm Drive People to DealersIncorporate Video into Landing Page Create Landing Page Banners (2 sizes) on
Previously-Used/Tested Sites
POP Materials to Drive People To SiteConsumers Could Win an SUVEach Dealer Salesperson Who Sold a Camera
Could Enter Another SUV Contest
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November 2009
Video Landing Page
Counter Card
Video “Repurposed” on Sitehttp://www.pentaximaging.com/products/product_details/digital_camera--Optio_Z10/reqID--10137993/subsection--optio
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November 2009
RESULTS – VP MARCOMRESULTS – VP MARCOM
“We didn’t have any cameras left over. We sold out. . .Simply, this campaign created more enthusiasm than what we had seen before.”
Here is a breakdown of the stats:- 14,815 unique viewers watched the video in the first month alone. - Viewers watched 71.2% of the clip on average. - 87% of the video viewers registered for the contest.
“The banners worked. They seemed to drive people to the video, and I certainly think adding the prize of the Cruiser helped convince more people to take a look.”Marketing Sherpa, March 5, 2008
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November 2009
RICH MEDIA LANDING RICH MEDIA LANDING PAGESPAGES
http://www.ioninteractive.com/liveball-saas-platform-tour/
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November 2009
CONVERSION PATHS & SCENARIOSCONVERSION PATHS & SCENARIOS
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November 2009
USE METRICS > MAP PATHS USE METRICS > MAP PATHS THROUGH SITETHROUGH SITE
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The Anatomy of a Conversion PathAnna TalericoExecutive Vice Presidention interactive
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November 2009
BUILD SCENARIOSBUILD SCENARIOS
Impression Point > Where Attention Attracted
Entry Point > Where Enters Funnel Points of Resolution > Answers
Questions Relevant to Purchase Way Points > Provides Info. Necessary
for Purchase Conversion Beacon > Step Required to
Accomplish Task Conversion Point > Confirm That Task
Has Been Completed
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“What Exactly is a Conversion Scenario”and other articles on persuasion architecture byBryan Eisenbergwww.GrokDotCom.com
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November 2009
CREATE PERSONASCREATE PERSONAS
http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document
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November 2009
BEST PRACTICES - BEST PRACTICES - CONVERSIONCONVERSION
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November 2009
DEFINING CONVERSION- DEFINING CONVERSION- REDUXREDUX
There May Be Multiple Conversion Points
Better Stated: There May Be Many Steps On the Path to Conversion Need to Measure/Influence Them All
Each Enterprise Must Define Conversion Itself Request for Information/Capture Email Address
A First-Time Sale?
A Loyal Customer?
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November 2009
CONVERSION RESOURCESCONVERSION RESOURCES www.marylouroberts.info
Direct Marketing > Chapter 11 Business to Business http://www.olgassociation.org/index.php
GrokDotCom http://www.grokdotcom.com/ Market Motive, new premium service
http://www.marketmotive.com/ (includes paid courses)
Web Sales with a Human Touch http://www.strategy-business.com/media/file/enews-10-30-
08.pdf
Landing Page Portfoliohttp://www.ioninteractive.com/portfolio/
http://websiteoptimizer.blogspot.com/
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