Pumping Up Revenue by Focusing on Conversion Funnels

1. Pumping Up Revenue by Focusing on Conversion Funnels Make more money without spending a penny more on advertising. Presented by: Lee Marc CEO, eDirect Publishing, Inc.

2. Focus on the Focus! Give some of thought & attention, Primary goals & objectives of your website. How to make simple website changes, To better achieve those objectives. Increase conversion from existing traffic.

3. What is the Conversion Funnel? • A series of steps or actions a user must take in order to achieve a primary objective or goal. • Increasing website conversions is the most effective, dramatic (and inexpensive) way to increase revenue. • Knowing how to identify, measure and improve your conversion funnels is truly one of the most important activities of any web based business.

4. What makes me uniquely qualified? Peter says I am… • Background in Direct Response. • Been in the ecommerce business for 15 yrs. • We live or die by optimizing the funnel. • We regularly review lots of job sites. • We (selfishly) review job board partner sites.

5. Primary goals & objectives for most job sites. 1) Hiring Managers (employers & recruiters) • Sell job postings • Sell resume access • Create a relationship / future lead 2) Job Seekers • Post their resume • Search for jobs • Create a relationship / future lead

6. Typical Conversion Funnel • For example purposes, from here on out we’re going to talk about the resume registration funnel. • However the same principles can be applied to any conversion funnel on your site.

7. Example 8 Step Conversion Funnel:

8. Here’s where the magic begins: Page 2 isn’t necessary, legacy design. Let’s assume: • Page 4 has one question, and a big info paragraph. • We can add page 4 to page 3, with “more info” link. • Page 6 & 7 both have some unnecessary questions. • We can combine page 6 & 7 into one page.

9. Example 5 Step Conversion Funnel: = 750% increase!!!

10. Let’s make some more magic! Some pages not labeled clearly. Let’s assume: • Some questions are confusing or a turn off. • Not easy to find what the next step is. • Some required questions that should be optional. • There’s an ad with high clicks but low revenue.

11. Example 5 Step Conversion Funnel:

12. Example 5 Step Conversion Funnel: 25% addl increase!!!

13. Let’s look at a real example. Before & After

14. Conversion Analysis 1

15. Conversion Analysis 2

16. If website visitors could talk… I’m in a real hurry -- you got 3 seconds. Best Practice: Don’t make me think! • Don’t visually “assault” me -- with too many options & clutter. • Don’t make me read -- I only scan headlines, bullets, buttons. • Don’t make me think -- Just tell me what to do next. • Don’t ask too many questions -- I’ll decide what you need. • Don’t confuse me or put up roadblocks – make it quick & easy. • Yes, give me more information – but only when I need it.

17. Don’t make me think….

18. Don’t make me think….

19. Where to learn Best Practices: • Landing Page Design HandbookHow to raise conversion – Data and Design Guidelines.http://www.marketingsherpa.com • Step-By-Step Page Design & Copy Instructions • 54 Statistics & Data Charts • 114 Samples of Landing Pages to Copy • Creative Samples & Case Studies • About $500 – worth every penny.

20. Usability Testing (on a budget) Watching people use your website with the intention of making it easier to use. • Invite 5 people to test your website (pay them $50 each), • Watch them use your site. • Take notes, ask questions at the end. • You’ve just performed a valuable usability test. (1 day, $250) • For more information, get these books: • Don’t make me think – by Steve Krug • Rocket Science Made Easy – by Steve Krug

21. Website Analytics Tools allowing you to track and report your customers online behavior, so you can improve your site. • Some cool things you can do: • See how much traffic you’re getting. • Learn specifically how people travel through your site. • Define funnel goals and track their conversion. • Track visits to various “Entry” & “Exit” pages. • See where your traffic is coming from. • See what links are clicked on a particular page. • See Browsers, OS’s, Screen Resolutions of users.

22. Website Analytics • Remember: • Your website is your sales person. • With good information you make good decisions. • Use analytics to: • Perfect your pitch. • Evaluate the effectiveness of marketing initiatives. • Resources: • Seminars: http://WebShareDesign.com • Books: Web Analytics Demystified – By Eric Peterson (dry)Google Analytics – by Jerry Ledford.

23. A/B Testing – Easier than you think. • Sadly, site changes are often based on a guess. • They can hurt conversion, and no-one knows why. • Before doing that, test against your current version. • Rotate traffic between the “Control” and “Test”. • Track conversion of each path (funnel). • If you use Google Analytics, they make it easy.

24. A/B Testing – Easier than you think. • Learn about Google’s Website Optimizer • Splits/rotates the traffic for you. • Tracks conversion for each test path. • Tells you when you have statistically relevant results. • Resources: • 1-Day Seminar: http://WebShareDesign.com • Book: A/B Always Be Testing – By Bryan Eisenberg

25. Browser/OS Combination Testing: • Look at analytics (or log analyzers) to see: • Which Browsers your visitors use most. • Which Operating Systems visitors use most. • What screen resolution the majority of visitors view with. • Test 80% of visitor combinations: • Excellent Resource: • http://CrossBrowserTesting.com

26. Thanks!

27. How to contact us: Spencer Greenwald V.P. Business Development spencer@edirectpublishing.com (760) 602-8300 x709