PubCon Las Vegas 2013

Copyright © 2013 SiteTuners - All Rights Reserved.

Conversion In A Social World

Tim Ash - CEO

@tim_ash

October 22, 2013 – Las Vegas

Copyright © 2012, SiteTuners- All Rights Reserved. Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash #pubcon

• 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:

.3%

.1%

0%

.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

0

10

20

30

40

50

60

70

80

90

100

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


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2014: San Francisco - Chicago - Boston - UK - France - Germany

Tim

Ash

Tom

Davenport

Michael

Summers

Bryan

Eisenberg

Patrick

Bultema

Jakob

Nielsen

Amy

Africa

BJ

Fogg

Steve

Krug Jared

Spool

Roger

Dooley

Susan

Weinschenk Brian

Massey

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Q&A and Contact Info

[email protected]

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

http://sitetuners.com/about/management/tim-ash/

http://landingpageoptimizationbook.com/

PubCon Las Vegas 2013

Business

Transcript of PubCon Las Vegas 2013