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CONVERSION MARKETING Spring 2010

CONVERSION MARKETING Spring 2010. THE BASIC STRATEGIES. DIRECT MARKETING LEAD PROCESS. QUALIFYING LEADS. D esire A uthority M oney N eed. DISTRIBUTION, FOLLOW-UP. Timing and Value of Lead Determines: “Hot Prospects” to Field Sales to Close

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CONVERSION MARKETING Spring 2010

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  1. CONVERSION MARKETINGSpring 2010

  2. THE BASIC STRATEGIES

  3. DIRECT MARKETING LEAD PROCESS

  4. QUALIFYING LEADS Desire A uthority Money Need

  5. DISTRIBUTION, 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”

  6. CONVERSION ON THE INTERNET • Is It Click-Through From Online Ad (Display, PPC) or Social Network 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? It’s All Of The Above AND ALL CAN BE MEASURED

  7. LEAD CHALLENGES

  8. LEAD 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/

  9. LEAD COSTS IN SOCIAL MEDIA Hubspot via eMarketer February 25, 2010

  10. WEBSITE OPTIMIZER –BROAD PERSPECTIVE

  11. THE CONVERSION PROCESS

  12. SALES CONVERSION www.omniture.com

  13. MEDIA FOR GENERATION/CONVERSION

  14. FUNNEL OR SPIDER?

  15. OR SPAGHETTI?

  16. SAMPLES - LANDING PAGES TESTS http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

  17. CONVERSION 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 • 6. Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin TEST! TEST! TEST!

  18. FRICTION ON LANDING PAGES http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html With 4 good case studies!

  19. THREE KEY ISSUES • The Landing Page • Conversion Paths • Conversion Scenarios

  20. LANDING PAGES

  21. Separate Landing Page vs Relevant Page on Site Harvard Business School Executive Education ProgramDownload Our Course Catalog Onlinewww.exed.hbs.edu rank 8th

  22. EMAIL > LANDING PAGE 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)

  23. Whatever the Source of the LeadIT IS A MISTAKETO SIMPLY DUMP VISITORSON THE HOME PAGE!

  24. CONVERSION PATHS & SCENARIOS

  25. USE METRICS > MAP PATHS THROUGH SITE The Anatomy of a Conversion Path Anna TalericoExecutive Vice Presidention interactive

  26. BUILD 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 “What Exactly is a Conversion Scenario” and other articles on persuasion architecture by Bryan Eisenberg www.GrokDotCom.com

  27. CREATE PERSONAS http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document

  28. DEFINING CONVERSION- REDUX • 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?

  29. CONVERSION RESOURCES • www.marylouroberts.info • Direct Marketing > Chapter 11 Business to Business • http://www.olgassociation.org/index.php • GrokDotComhttp://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 Portfolio http://www.ioninteractive.com/portfolio/ http://websiteoptimizer.blogspot.com/

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