Web & Landing Page Optimization: Basics, Conversion Pyramid, Testing and Developing Your Own Process

1. Warning: You're Doing Your Web
Optimization Wrong! Learn the
Right Way...
March 18, 2014

2. Agenda
Introductions
Latest News
Tips & Tricks
Case Study
Roundtable Discussion
Topics of Interest

3. The Group / Areas of Expertise
Internet
Marketing
SEO Paid Search
Media
Buying
Conversion
OptimizationData
Analysis /
Analytics
Local
Search
Email
Marketing
Mobile
Advertising
Social
Media

4. Our Group / Areas of Expertise
Traffic x Conversion Optimization = Sales
Break It Down…What it’s about…

5. Background
12 Years Internet Marketing Experience
– Started with Email Marketing
– Built a Boston based Internet Consulting Agency
• From $180k to $2 Million in 2 Years
• Managed $35 Million in Client Revenues
– 6 Years Ran Own Internet Business
• Operate Several Ecommerce & Content Websites
• Small Consulting Practice for Select Clients
– VP eCommerce - Inc. 5000 & MN Fast 50
• 2013 60% Growth Year Over Year
I started this group to share and learn with others

6. Background
Michelle Schmidt
• Internet Marketing Since 1999
• Currently Operates IceLinkDesign.net

7. Introduction
30 Seconds - Introduction
–Name & What You Currently Do?
–Why Interested?
–Internet Marketing Experience
–Current Marketing Issues/Questions

8. Introduction
Want to Present or Know
Someone Who Might?

9. Latest News
Google Working on Next Panda
– Softer and Friendly to Small Sites and Businesses
– Oh that’s nice of them, isn’t it?
Facebook Showing More “Non-Liked” Pages
– Show More Updates from Unfollowed Pages
– Contrary to Previous Update – Show Less from
Followed Pages
See updates from Pages that you haven't liked when they're about other Pages that
you have liked. For example, if you like Dwight Howard on Facebook, you might see a
Bleacher Report update about him if they've tagged him in their post.

10. Latest News
‘Disavow Links’ Not A Ranking Factor
– Google Not Currently Using Disavow Data as
Negative Factor
Facebook Pages Layout Changes
– Redesigned Timeline
– New Admin Tools Options
– New Pages to Watch Feature

11. Introduction
Any Additional News?

12. Case Study / Learning
Web & Landing Page Optimization
• Basics
• Conversion Pyramid
• Testing
• Developing Your Own Process
Concepts Can Be Applied to All Types of Web Pages

13. Basics
2 Fundamental Type
• Sales
• Leads
• Click Through (Info)
Leads / Sales
Traffic

14. Basics
1. Main Headline
2. Hero Shot
3. Data Colletion
4. Call to Action
5. Benefits
6. Objection CTA

15. Basics
Some Common Types
• Short Form
• Long Form
• Video
• Product Pages
Really anything that’s selling
something or collecting
information…

16. Conversion Pyramid
Persuasive
Functionality
Usability

17. Conversion Pyramid
Persuasive
–User Understand the “Offer”
• Monetary
• Emotional
• Proof
–Credibility
– Social
• Speak to & Answer Doubts

18. Conversion Pyramid

19. Conversion Pyramid
Functional
–Does it Work & Free of Errors?
• Platforms (PC, Mobile & Tablet)
• Browsers
• Security Errors
Institute Quality Assurance Protocols

20. Conversion Pyramid
Usability
–Does it “flow” Properly?
–Does the Objective / Language Form
Sync?

21. Conversion Pyramid
1. Form is confusing
2. Button call to action – Make it Personal
3. Features Not Pain Points
4. Orphaned Call to Action

22. Testing Process
Basic Conversion Testing Model

23. Testing Process
Testing Steps
–Identify Business Objectives
• What’s the goal? Sales, Leads, Info
–Customer Research
• What’s the persona?
–Demographic
–Geographic
–Psychographics

24. Testing Process
Testing Steps
–Create a Hypothesis
• Specificity is Key
–Develop Testing Parameters
• What are you testing?
• How are you testing?
–Split / Multivariate
–Full Factorial vs Bayesian vs Other

25. Testing Process
Testing Steps (cont)
• Who are you testing?
–Traffic Type – Be Consistent
»Don’t test organic and email combined
• Different customers
–Define Conversion Path & Goal
• Confirmation page or other
• Path to get there

26. Testing Process
Testing Steps (cont)
–Design Creatives and/or Platform
• LeadPages.net
• Unbounce.com
• Optimize Press for WP
–Select Testing Platform
• Optimizely
• Visual Website Optimizer
• AB Split Test Calculator

27. Testing Process
Testing Steps (cont)
–Collect Data & Analyze
–Interpret Results
–Implement Change
Rinse & Repeat

28. Testing Process
My Recommended Path
–A/B Split Test Very Unique Concepts
• Unique Layout
• Images
• Copywriting
–Find the Winner
–Iterate with Multivariate Tests
• Find Best Headline, Button Colors, Form

29. Testing Process
My Complete Process

30. Testing Process
In Closing:
–Relevancy to Audience
–Clear Value proposition
–Eliminate Friction
–Limit Distraction & Choice
–Urgency
–Call to Action

31. Closing
Questions?

32. Closing
Sources:
http://conversionxl.com/
http://www.internetsearchinc.com/conversion-optimization/
http://blog.eyequant.com/tag/landing-page-optimization/
http://unbounce.com/landing-pages/make-your-landing-page-copy-more-persuasive/
http://www.webpronews.com/