CONVERSION

OPTIMIZATION
6
CRO
POWER TRICKS OF THE TRADE
Angie Schottmuller - @aschottmuller - Three Deep Marketing
 Conversion Optimization:
6 Power Tricks of the Trade
Angie Schottmuller - @aschottmuller
Three Deep Marketing

Get More Conversions Today

NO COMMITMENT REQUIRED... JUST CONVERSION OPTIMISM!

Interactivity Digital - May 15, 2013 #ID2013 #CRO

Angie Schottmuller
@aschottmuller

Director, Interactive Strategic Marketing & Optimization

aschottmuller@threedeepmarketing.com
 Three Deep Marketing
180 E 5th St, Suite 910, St Paul, MN 55101 Ÿ (651) 789-7701
www.threedeepmarketing.com
WE'RE HIRING!

ü Lead Generation
ü Customer Acquisition
ü Optimization (SEO/SMO/CRO/PPC)
OUR CLIENTS...
6
CONVERSION
OPTIMIZATION
POWER TRICKS
Conversion Optimization Factors
#1: USER-CENTERED STRATEGY
"Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take...

For you to achieve your goals,

visitors must first achieve theirs."

- Bryan Eisenberg
@TheGrok
Conversion Optimization Expert, Speaker & Author
 Reevaluate Goals

Business User
Goals Goals
What does the What does the
business want to user want to
accomplish? accomplish?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Decision Making Persona Types
LOGICAL EMOTIONAL

COMPETITIVE SPONTANEOUS
FAST

What's the bottom line? Why should I choose you now?

METHODICAL HUMANISTIC
SLOW

How does your process or Who used your solution to solve

product work? my problem?

Source: Bryan & Jeffrey Eisenberg's book, "Waiting for Your Cat to Bark?"
 "Competitive" Persona Type
•  Attitude: Businesslike, power-oriented
•  Use of Time: Disciplined, fast-paced
•  Desirable Actions: Lead, Control, Solve,
Prove, Challenge, Learn

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 "Spontaneous" Persona Type
•  Attitude: Personal, activity-oriented
•  Use of Time: Undisciplined, fast-paced
•  Desirable Actions: Express, Choose,
Refine, Personalize

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 "Methodical" Persona Type
•  Attitude: Business-like, detail-oriented
•  Use of Time: Disciplined, slow-paced
•  Desirable Actions: Explore, Compare,
Evaluate, Discover, Examine

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 "Humanistic" Persona Type
•  Attitude: Personal, relationship-oriented
•  Use of Time: Undisciplined, slow-paced
•  Desirable Actions: Join, Enjoy, Share,
Connect, Help

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Decision Making Persona Types
HiPPO = Highest [Important] Paid Person's Opinion

LOGICAL EMOTIONAL

COMPETITIVE SPONTANEOUS
What's the bottom line? Why should I choose you now?
FAST

METHODICAL HUMANISTIC
How does your process or product Who used your solution to solve my
SLOW

work? problem?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Dell.com Case Study
•  Weakness: No appeal for "Spontaneous"
•  Changed: "Learn More" to "Help Me Choose"
•  Result: Boosted sales over $25 million!
(Equates to tens of billions of dollars over the years)

Bryan Eisenberg case study: http://bit.ly/personacrointerview

Conversion Optimization Factors
#2: LANDING PAGE ELEMENTS
MarketingProfs Twitter Guide
 Good Landing Page:

1 2 3
WHAT WHY HOW
the user will get the user will love it the user can get it

RELEVANCE VALUE ACTION

a.k.a. The "Conversion Trinity" of Relevance, Value, Action by Bryan Eisenberg

 Landing Page "Essentials"
1.  Slim Header 8.  Trustmarks
2.  Headline 9.  Key Points List
3.  Subheader (Offer/UVP) 10.  Social Proof
4.  [Directional Cue] 11.  [Process Steps]
5.  Hero Shot 12.  [Supporting Info]
6.  [Form] 13.  [Follow-up CTA]
7.  Call-to-Action (CTA) 14.  Slim Footer

[Element] = Optional, depends on landing page type Angie Schottmuller (@aschottmuller), Three Deep Marketing
Landing Page
Elements
1.  Slim Header
2.  Headline
3.  Subheader (Offer/UVP)
4.  [Directional Cue]
5.  Hero Shot
6.  [Form]
7.  Call-to-Action (CTA)
8.  Trustmarks
9.  Key Points List
10.  Social Proof
11.  [Process Steps]
12.  [Supporting Info]
13.  [Follow-up CTA]
14.  Slim Footer
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Landing Page
Elements
1.  Slim Header
2.  Headline
3.  Subheader (Offer/UVP)
4.  [Directional Cue]
5.  Hero Shot
6.  [Form]
7.  Call-to-Action (CTA)
8.  Trustmarks
9.  Key Points List
10.  Social Proof
11.  [Process Steps]
12.  [Supporting Info]
13.  [Follow-up CTA]
14.  Slim Footer
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Tip: Cut out and rearrange!
Conversion Optimization Factors
#3: CALL-TO-ACTION (CTA)
 Call-to-Action

Present ONE
primary CTA as an
obvious button.

Angie Schottmuller (@aschottmuller), Three Deep Marketing Image Source: www.unbounce.com

Each additional "action" on a landing
page may reduce conversion by

50%
- Angie Schottmuller
@aschottmuller
The CTA should
be obvious...

The first thing seen.

The last thing remembered.

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Clockwork Conversion
on the 12-Hour Color Wheel
12
11 1

10 2

9 MAIN COLOR CTA COLOR 3

8 4

7 5
6
Angie Schottmuller (@aschottmuller), Three Deep Marketing
 Clockwork Conversion
on the 12-Hour Color Wheel
12
11 1

10 2

9 3

8 4

7 5
6
Angie Schottmuller (@aschottmuller), Three Deep Marketing
 Clockwork Conversion
on the 12-Hour Color Wheel
12
11 1

M A I N COLOR
10 2

9 3
CT

8 4
A COLOR

7 5
6
Angie Schottmuller (@aschottmuller), Three Deep Marketing
"Complementary" CTA Color

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Reserve CTA Color for Optimal Impact
Here it's used in multiple places which defeats the purpose of making the primary CTA stand out.

P.S. HelloBar.com ROCKS for

boosting conversions though!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
The default...
Never
Submit !
- Ryan Engley
@ryan_engley - Unbounce
Convert More Leads Today
Download your #ID2013 #CRO guide

No email or credit card required... just conversion optimism!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Download ID2013 CRO Guide
Start converting more leads today!

No email or credit card required... just conversion optimism!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Eye Path Directional Cues

Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
 Look Path Matters…

Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
 Connect the Dots…

Source: Using Eye-Path Heatmaps for Landing Page User Experiences http://bit.ly/eyepathcrotips
CALL-TO-ACTION CHECKLIST
q  Obvious q  Reserved Color
q  Specific (What) q  Clear Path
q  Value-Added (Why) q  Supported

Download ID2013 CRO Guide

Start converting more leads today!

No email or credit card required... just conversion optimism!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

"Over 90% of landing pages
fail to use an optimized CTA with a
reserved, complementary color."

- Angie Schottmuller
@aschottmuller
Conversion Optimization Factors
#4: WEB FORMS
 Landing Page
Adobe Test&Target
...and they want
us to "Submit"
Lead Generation Funnel
Simplify Forms:
q  Merge First and Last Name
q  Drop Phone
q  Drop Address
(unless for mailer)

q  Hide City and State

(compute from Zip)

q  Default Zip from geoIP 55101

q  Drop non-required fields

Angie Schottmuller (@aschottmuller), Three Deep Marketing
 Use This Geolocation Lookup Code!

SHARE WITH YOUR

</MEGAFIELD S> DEVELOPER!

http://bit.ly/geoipcodeexample

End mega-field forms! Here's JavaScript showing how to use free Google Loader and
MaxMind API tools to capture city, state, country, Zip and more values.
>> Use it to default locations form fields!
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Conversion Optimization Factors
#5: CREDIBILITY
Truth in Advertising
 Credibility "Sources"
•  Testimonials •  Industry Awards
•  Case Studies •  Specifics
•  Press •  Accreditations
•  Social Media •  Google/Bing Results
•  Negative Comments •  Website Design
•  Reviews •  SSL Certificate
•  Real People •  E-commerce-Secure

See more from Daniel Burstein, MECLABs: http://bit.ly/credibilityelements

 Include Video

>> Track video events in Google Analytics: http://bit.ly/youtubeeventtrackinginga

 "Explainer" videos
increase conversion by

+20%
Source: Unbounce.com http://bit.ly/explainervideostats
"Your customers will
always be more
persuasive than you."
- Gregory Ciotti
@GregoryCiotti
Source: Basecamp.com
Good
Reviews
Include:
§  Use of "I" / Customer's view
§  Problem/challenge info
§  Solution/satisfaction specifics
§  Customer info (name, location, date, photo)
§  Persona info (role, age, etc.)
§  Review Source (e.g. Yelp, Google)

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Help Users Craft a Good Review!
Mock-up Text Snippet for Requests:

Questions to help draft a response:

- How would you describe me as a professional?
- In what areas have I demonstrated expertise?
- How would you describe the quality of my work?
- What did you like best about my work?
- What skills do we uniquely bring to the table?
- Would you hire us/me again? If yes, why?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 LinkedIn Recommendations

80%
Thanks for moderating the Social Media Meet ROI session at SES Chicago! Might you be willing
to write a brief recommendation for me? I'd love to include your feedback on my LinkedIn
profile.

N R AT E
NVERSIO
Questions to help draft a response:
CO
- How would you describe me as a speaker/marketer/blogger?
- What marketing topics have I demonstrated expertise? (e.g. SEO, social ROI, conversion)
- How would you describe the quality/type of content I present/write?
- What did you like best about my presentation?
- What skills do I uniquely bring to the table?
- Would you want me on your team for future projects? If yes, why?

Here's a link to my preso: http://bit.ly/socialmediameetroi

I'm always interested in continuous improvement, so please feel free to pass on constructive
feedback via email as well. Thanks in advance for helping me out!
Angie
Angie Schottmuller (@aschottmuller), Three Deep Marketing
 Sample Questions Aid Good, Quick Reviews!
Provided Questions
1.  How would you describe me as a
speaker / marketer / blogger?
2.  What marketing topics have I
demonstrated expertise?
3.  How would you describe the quality/
type of content I present/write?
4.  What did you like best about my
presentation?
5.  What skills do I uniquely bring to the
table?
6.  Would you want me on your team for
future projects? If yes, why?
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Recommendation Received
1.  Angie is a smart, sharp, insightful
digital strategist with a finger on the
pulse of new marketing industry.
2. 
3.  Her analysis of how to approach the
question social media ROI is one of
the best I've seen
4.  -- real, rigorous, no-nonsense.
5.  She's also a fun and engaging
speaker.
6.  I highly recommend her for both
client engagements and speaking
opportunities.
- Giovanni Rodriguez, Dec 25, 2012
CEO of SocialxDesign, SES Advisory Board
Conversion Optimization Factors
#6: INSTANT GRATIFICATION
Offer / "Bait" Ideas
Provide real, equivalent or better value that
justifies user entry of form data.

•  Free Gift/Service •  Event

•  $ Savings •  Download
•  Time Savings •  Webinar
•  Exclusive Peek •  Contest
•  Tool •  Entertainment
(e.g. "Help Me Choose")
Angie Schottmuller (@aschottmuller), Three Deep Marketing
 Some users want
fast action or answers...

NOW.
 Live Chat Boosters

Personalize it!
Proceed to Checkout
 Live Chat Boosters

Personalize it!
Proceed to Checkout
95% of mobile users search for a
business from their phone, and then...

59% visit a business.

61% call a business.

99% take action in 24 hrs.

Source: Google - The Mobile Movement Study, 2011

Adjust Actions for
Device Context

TIP: Style using CSS3

buttons! (No images)
http://bit.ly/css3gradientbuttons
 Creating Click-to-Call (CTC) Links

1.  Select the phone number.

2.  Make it a hyperlink:

Syntax: "tel:+" + [country code] + [phone #]
Example: tel:+13055551234

See RFC 3966 for specifications: http://bit.ly/rfc3966

 Click-to-Call Conversion Tips

Call for a FREE Quote

Click-to-Call
(305) 555-1234
Hours: Monday - Friday, 8am - 4pm CT

HTML with Google Analytics Tracking:

<a href="tel:+13055551234" !
class="clicktocall" onClick="_gaq.push(['_trackEvent', !
'Contact Us','Click-to-Call',this.innerHTML]);"!
>Call for a FREE Quote (305) 555-1234</a>!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

6 CONVERSION OPTIMIZATION
POWER TIPS
1.  User-Centered Strategy
2.  Landing Page "Essentials"
3.  Optimized Call-to-Action
4.  Simple Forms
5.  Credibility
6.  Instant Gratification
Angie Schottmuller (@aschottmuller), Three Deep Marketing
 LOTS OF TACTICS...
How to Prioritize?
 Conversion Optimization Audit
Tier 1 = 5-SECOND TEST

ü  Who is the company?

ü  Do they appear credible?
ü  What are they offering?
ü  What is the call-to-action?

Angie Schottmuller (@aschottmuller), Three Deep Marketing

5-SECOND TEST
A web page will be displayed for five seconds.
See what you can remember.

READY?
5-Second Test
5-SECOND TEST RESULTS

What do you remember?

ü  Who is the company?
ü  Do they appear credible?
ü  What are they offering?
ü  What is the call-to-action?
Angie Schottmuller (@aschottmuller), Three Deep Marketing
Use the 5-Second Test!

TIP: fivesecondtest.com
(@fivesecondtest)
provides this as an
online service!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

 Key Takeaways
•  Understand user goals and all 4 persona types
•  Use landing page "essential" elements
•  Reserve a complementary CTA color
•  Reduce form fields
•  Show, don't tell
•  Provide instant gratification options
•  Employ the 5-second test!

Angie Schottmuller (@aschottmuller), Three Deep Marketing

Questions?
At Three Deep, we truly "get-it" when it comes to conversion and maximizing
ROI. Please reach out if your business needs help defining a strategy or test
plan to get more ROI out of your existing efforts!

Angie Schottmuller
Director, Interactive Strategic Planning & Optimization
@aschottmuller Ÿ aschottmuller@threedeepmarketing.com

Contact Me for a Consultation

Boost your ROI with conversion optimization!