Presentation from the webinar with Suneet Bhatt, GM at CrazyEgg and Michal Leszczynski, Content Marketing Manager at GetResponse. We've discussed how you can optimize your customers' journey, looking at landing page analytics, heat maps, and common sense. You can watch the recording here: https://getresponse.wistia.com/medias/f7gczogg03

2. Plan for today
• Everything’s recorded and you’ll soon receive
the video file via email
• Webinar will take around 45 minutes + Q&A
• We’re available via chat so feel free to ask us
questions :-)

3. Suneet Bhatt, GM
suneetb@crazyegg.com
Michal Leszczynski
mleszczynski@getresponse.com

5. Different customer journeys
1. Facebook Ad » Landing Page » Email » Landing Page

6. Different customer journeys
1. Facebook Ad » Landing Page » Email » Landing Page
2. Google » Homepage » Email » Landing Page

7. Different customer journeys
1. Facebook Ad » Landing Page » Email » Landing Page
2. Google » Homepage » Email » Landing Page
3. Email » Landing Page » Homepage

8. Different customer journeys
1. Facebook Ad » Landing Page » Email » Landing Page
2. Google » Homepage » Email » Landing Page
3. Email » Landing Page » Homepage
4. …

10. 1. Keep the scent
Matching emails
with landing pages

16. Scent includes
1. Overall design
2. Copy
3. Keywords
4. CTAs
5. Other visual elements

17. Matching emails
with landing pages
1. Keep the scent
2. Continue the conversation (but don’t repeat yourself)

26. Matching emails
with landing pages
1. Keep the scent
2. Continue the conversation (but don’t repeat yourself)
3. Know your metrics and objectives

27. What are you after?
1. Open rate?

28. What are you after?
1. Open rate?
2. Click-through rate?

29. What are you after?
1. Open rate?
2. Click-through rate?
3. Conversion rate?

30. What are you after?
1. Open rate?
2. Click-through rate?
3. Conversion rate?
4. Return on email sent?

31. What are you after?
1. Open rate?
2. Click-through rate?
3. Conversion rate?
4. Return on email sent?
5. Short-term or long-term results?

32. Matching emails
with landing pages
1. Keep the scent
2. Continue the conversation (but don’t repeat yourself)
3. Know your metrics and objectives
4. Trust data first, then your gut

33. What to test
1. Confirmed opt-in vs single opt-in
2. Best time to send your emails*
3. Mailing frequency
4. Subject lines
5. Content & personalization

34. http://bit.ly/gr-benchmarks
For email marketing statistics and benchmarks:

37. (Also, Check It Out)

39. 52%
Of People Admit To
Having Cried Because
They Don’t Have
Enough Money

40. 37%
Of People Have Gone To
Sleep Hungry Because
They Didn’t Have Enough
Money

41. 44%
Of People Couldn’t
Handle A $400
Emergency Without
Borrowing

42. After All That Talk About Money…

43. 64%
Of People With Financial
Advisors Are Unsatisfied
About “Having Someone
To Talk To About Money”

44. Say What?

45. Of People With Financial
Advisors Are Unsatisfied
About “Having Someone
To Talk To About Money”64%

46. Of People With Financial
Advisors Are Unsatisfied
About “Having Someone
To Talk To About Money”64%

47. Of People With Financial
Advisors Are Unsatisfied
About “Having Someone
To Talk To About Money”64%

48. #Customerlife

49. CAC

51. When Did We Stop Paying Attention…

52. When Did We Stop Paying Attention…
…To The People Who Are Paying Attention To Us?

53. Suneet Bhatt

55. …

57. The Easiest Way To Fix Your Landing Pages
(And Your Growth Strategy) Is To Pay Attention.

58. Ask Yourself
Four Questions

59. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?

60. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?

61. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?

62. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?

63. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?
Four
questions.

64. “Am I really wasting my time listening to this @#$!’ing guy?”

65. “Am I really wasting my time listening to this @#$!’ing guy?”
I get it. It’s not rocket surgery.

66. CRO has the highest ROI of any Marketing investment you will make.
Neil Patel Digital n=2000

67. 1.7%
of Marketing budget is
allocated to conversion
rate optimization (CRO)
Neil Patel Digital n=2000

68. What are the Leading Priorities
Concerning Marketing Technology
Success for Companies Worldwide?
Increase Marketing ROI (65%)
Improve Marketing Efficiency (57%)
Attribute Revenue to Marketing (39%)
Improving Decision Making (39%)
Gaining Competitive Advantage (35%)
eMarketer

69. 41%
less than half of
Marketers are doing
something that can be
categorized as CRO
Nonfiction Research n=1000

70. 31%
of Marketers are paying
attention to where people
get stuck and why they
aren’t converting
Nonfiction Research n=1000

72. (solid podcast btw)

73. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?
Four
questions.

75. 350
customer conversations
and the most popular
insight was CTA
alignment with attention

76. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?
Four
questions.

78. 33%
optimizing CTA alignment
and restricting options
increased trials in Q4
and into 2019.

79. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?
Four
questions.

81. 50%
excellent engagement
with Intuit’s pricing page
but half of people
wouldn’t convert.

83. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?
Four
questions.

85. 1. What do people see?
2. Where do people engage?
3. What do people skip?
4. Where do people differ?
Four
questions.

86. Home

87. Home Email

88. Home Email Social Paid

89. Home Email Social Paid

90. A landing page for every person.

91. 95%
of people rate their
partner as smarter, more
attractive, warmer and
funnier … than average.

92. 1.7%
of Marketing budget is
allocated to conversion
rate optimization (CRO)
Neil Patel Digital n=2000

93. Paying attention isn’t just for work. It’s for … everything.

95. Suneet Bhatt, GM
suneetb@crazyegg.com
Michal Leszczynski
mleszczynski@getresponse.com