Presentation given to the Specialised Information Publishers Association SIPA on attraction, conversion and retention of (publication) website users and subscribers.

1. Website Conversion Secrets Angus Phillipson, WORKSsitebuilder

3. With ‘The Pharma Letter’ we practice what we preach

4. The Pharma Letter175% conversion rate increase, x2 site traffic month on month

5. Business Monitor International (BMI)Double subs conversions from 4-8%

6. Health & Safety Professional (Lexis Nexis)Trail registration sign-up 150% increase in 1 month

8. Understand how visitors find + interact with your content

9. ‘Voice of user’ (understand their language, motivation)

10. Listen to your audience (monitor site search, forums, feedback...)

11. Identify up front your Key Performance Indicators, conversion goals, + stakeholders to report to

12. Analyst role, be equipped to report and interpret KPIs

13. User testing and multivariate tools:

15. Real value is in ‘the long tail’, market the niche

16. Get the right content, in front of right people, at right time

17. Make your content work harder, repackage, retarget, micro-sites

18. Social media engagement + OpenID -> social discovery

19. Twitter, + LinkedIn API integration:

20. Connect profile: view related people, companies, groups…

21. Analyse content trends

22. Identify + leverage authority influencers and ‘market mavens’

24. Any referrer not only Google, e.g. Twitter / LinkedIn / Email campaign…

25. Ensure timely content delivery

26. Search; Automated Email; Feeds (RSS, Twitter, LinkedIn…); Timely on-page placement (e.g. breaking news, seasonality…)

27. Google News submission, (+ other syndication partners)

28. Archive optimisation

29. Query archive content, extract keywords, companies...

30. XML sitemaps and content rotation

33. Timely story, indexed by Google and appearing on page 1 of search results <1 hour after publishing.

34.  = 273% increase in site traffic month on month = 194% increase in page views

36. Context, analysis and related features, drive engagement, and conversions

37. Increased time-on-site = increased conversions

38. Leveraging archive content requires temporal anchors

39. Sign-post most recent related content and calls-to-action

40. Taxonomy and semantic processing tools

43. Funnel Optimisation / minimise checkout drop-off

44. ‘The Science of Persuasion’

45. ‘Yes! 50 secrets from the science of persuasion’(Goldstein, Martin, and Cialdini, 2007):Reciprocation (giving something away, trial, free reports, analysis…) Authority (credentials, affiliations…) Commitment / Consistency (to values, ‘leading execs read this’…) Scarcity (volume / time limited offer, e.g. limited sponsored subs discount...) Liking (personality, approachable, ‘about this author’…) Social Proof (testimonials, peer-to-peer recommendation…)

47. Change messaging – ‘premium trial’ Highlight what it’s worth... Benefits-led value proposition Visual cues Strong call-to-action Testimonial ‘trust messaging’ Adds credibility... Long-copy with text based link Combats ‘banner blindness’

48.  = 175% increase in trial sign-up conversions

50. Offer a range of payment + access models to suit your users

51. System automated personalised email efforts to reinforce the value proposition and benefits of subscription

52. Trial config to keep back some high value content or features

53. Hook users in with access to community / company features(i.e. emotional attachment / investment in UGC)

54. ‘Active’ & ‘Passive’ trialist reporting tools(target telesales and marketing)

55. Serial trialist blacklisting tools

57. Implicit & explicit user data

58. Re-targeting (audiencescience.com; dotomi.com; pubmatic.com)

59. User status based calls-to-action

60. Personalisation

61. Benefits of becoming more timely, relevant and contextual in your content delivery:-> attract quality targeted traffic -> deeper audience engagement, understanding, and trust -> increase conversions (newsletter, trial, subs, renewals...)

63. Online Publishing Strategy Articles on www.workssitebuilder.comhttp://bit.ly/12wPut

64. The tools, system, and methodology to deliver the best results

65. Limited availability for Conversion Clinics we’re now running for online publishers

66. Contact Details:angus@workssitebuilder.com http://www.linkedin.com/in/angusp http://twitter.com/AngusPhillipson +44 (0)208 780 6350