Conversion Architecture

1. Conversion Architecture Improve Your Online Performance While Reducing Your Online Spend By Doug Schust

2. Let’s Define Conversion “A conversion is getting someone to take a predetermined action that you want to track and measure the impact of that action in your business”

3. Just Some Facts • 82% of all searched traffic will never end up on your home page! • Average time someone spends on a home page - 25 Seconds • Average time someone spends on a Landing page – 13.2 Seconds

4. How Information Is Read Online Visual Site Path

5. Images & Colour • Studies show that people are first drawn to images on a page and then Colour • 83% of the population react to visual stimulation first

6. A TypicalClientDecisionFunnel

7. How Do You Target Your Potential Clients

8. Now Ask Yourself One Question! • If 2% conversion is the internet standard then?

9. Answer • Where did the other 98% go! • And how can I get a higher percentage of that traffic to take action at my current spend rate or less!

10. Reality Is • 100% of your ad spend budget is getting 2% of your visitors

11. What Effects Conversion • The amount of activity on your site • The source of that activity • The nature of that activity • The results of that activity 2 other key words you need to understand Relevance & Influence

12. The Amount of Activity • How much traffic are your getting to your site • Are you getting enough traffic to make the internet a valuable business tool

14. Where is That Activity Coming From PPC SEO Banners SMO

16. What Are They Doing When They Are On Your Site

18. What If ? • What If I Could See What They Looked At, The Order They Looked At In And The Action The Took Based On That Search Term • Would this allow me to make the necessary adjustments to increase our conversion!

19. What Are Those Key Elements

20. WHICH factors delivers the best results based on that search term • Ad – Test multiple variations of PPC ads to track the click through rate in your ad groups, this helps to define your profile • Landing Page • Headline • Image (s) • Action • Offer “make sure you have enough traffic to validate yourfindings, the amount of test traffic can have a significant impact on your long term results”

21. Track What They Are Looking At

22. Results • 3 Week ROI • PPC CTR average over 6 weeks 14.1% • 4.7% conversion • 800+ people to site per day • 40% was referral traffic, using FaceBook & Yahoo Answers • Bundled & Split Tested PPC & SMOstrategies

23. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results

26. 8-9 Page Micro site Left Main Corporate site alone Speed to Market Quicker Results!

27. Results • 7.3 Week ROI • PPC CTR average over weeks 7.2% • 439 people to the site • 26% was referral traffic, using FaceBook • Bundled & Split Tested PPC & SMOstrategies and we are continuing! • More of a branding exercise

28. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results

29. Even With Social Media

32. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results

35. Pianobench.com

40. Piano Bench Sample

41. Results • 5 Week ROI • PPC CTR average over 5 weeks 10.2% • Went from 1.6% to 5.7% conversion • Reduced PPC Ad Spend Budget $500 per month • Increased Sales by over 300% • Bundled Landing Pages & Split Tested PPC

42. Why • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results

43. Predictably Irrational Behavior Apple 30GB iPod touch – Black $400.00 Apple 15GB iPod touch – Black $300.00 Buy Now Buy Now 32% 68%

44. Predictably Irrational Behavior Apple 30GB iPod touch – Black $400.00 Apple 15GB iPod touch – Black $300.00 Apple 25GB iPod touch – Black $450.00 Buy Now Buy Now Buy Now 84% 16% 0%

45. The “decoy effect” Definition: consumers will tend to have a specific change in preference between two options when also presented with a third option that is unevenly dominated When the unevenly dominated option is present, a higher percentage of consumers will prefer the dominating option than when the unevenly dominated option is absent. The unevenly dominated option is a decoy serving to increase preference for the dominating option. Predictably Irrational Behavior

46. Joel, Scott’s Lawn Care • 1,000,000 opt-in subscribers! Households. • Dynamically personalized to consumer needs. Data used for content personalization: • Zip Code • Grass Type • Weather • Weed and Insect Problems • Scotts Uses Lawn Care Update. . . • To Establish Relationship with Consumers • To Drive Traffic to Channel Partners • To Cross-Sell other Scotts Products • To Create Brand Advocates

47. What Did We Do! • Ask The Right Questions • Measure The Right Items • Perform The Right Tests • Analyze & Adjust Based on Results

48. Joel, • 1,000,000 opt-in subscribers! Households • Dynamically personalized to consumer needs. Data used for content personalization: • Zip Code • Grass Type • Weather • Weed and Insect Problems • Scotts Uses Lawn Care Update. . . • To Educate Consumers • To Drive Traffic to its Web site • To Cross-Sell other Scotts Products • For Create Brand Advocates Lawn Care Update Subscribers . . . • Spent 16% more Scotts fertilizer per year than those who don’t subscribe. • Are twice as likely to apply the recommended Scotts product. • Twice as likely to refer Scotts products Average Home Spends $311.00 per year

49. What Does This all Mean! • Test & Test • Analyze & Modify • Define your Control Page / Elements • Make sure you set your benchmark from a tested sample for comparison

50. Avoid Distractions Do Not Distract your visitors Eliminate Navigation on all Landing Pages Remove any images or text that can divert the user from the goal of the page, Set Goals and Track Them Minimize links (especially external) that can steer the user away from the page Keep things simple and clean!