1 November 2009 CONVERSION MARKETING Fall 2009 Mary Lou Roberts 1

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November 2009

CONVERSION MARKETINGCONVERSION MARKETING

Fall 2009Fall 2009

Mary Lou Roberts 1

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November 2009

THE BASIC STRATEGIESTHE BASIC STRATEGIES

Mary Lou Roberts

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November 2009

DIRECT MARKETING LEAD DIRECT MARKETING LEAD PROCESSPROCESS

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November 2009

QUALIFYING LEADSQUALIFYING LEADS

DD esire esire

A A uthority uthority

MM oney oney

NN eed eed

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November 2009

DISTRIBUTION, FOLLOW-UPDISTRIBUTION, 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”

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November 2009

CONVERSION ON THE CONVERSION ON THE INTERNETINTERNET

Is It Click-Through From Online Ad

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?

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It’s All Of The AboveAND ALL CAN BE MEASURED

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November 2009

THE CHALLENGESTHE CHALLENGES

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November 2009

THE COSTSTHE 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/

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November 2009

WEBSITE OPTIMIZER –BROAD WEBSITE OPTIMIZER –BROAD PERSPECTIVEPERSPECTIVE

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November 2009

THE CONVERSION THE CONVERSION PROCESSPROCESS

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November 2009

http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/

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November 2009

SALES CONVERSIONSALES CONVERSION

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www.omniture.com

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November 2009

MEDIA FOR MEDIA FOR GENERATION/CONVERSIONGENERATION/CONVERSION

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November 2009

FUNNEL OR SPIDER?FUNNEL OR SPIDER?

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November 2009

OR SPAGHETTI?OR SPAGHETTI?

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November 2009

http://www.omniture.com/modules/videoplayer/webinar/12

8 Minutes—Good!

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November 2009

ONLINE CONVERSION ONLINE CONVERSION RATESRATES

Recent MarketingSherpa Study (quoted

bysilverPOP)

Conversion rates 5.67 to 11.31 for FREE Offers

Ranged from 5.67 to 7.63 for E-Commerce Campaigns

Overall Conversion Lower Peppers & Rogers: Making Every

Interaction Count

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November 2009

Landing Page Conversion

Long Checkout

   0.26%

Short Checkout

  1.04%

Increase 300%

Landing Page Conversion

Original    .80%

Optimized   1.32%

Increase 65%

Original   0.60%

Optimized   1.06%

Increase 77%

SAMPLES - LANDING PAGES TESTSSAMPLES - LANDING PAGES TESTS

Landing Page Conversion

Original 19.76%

Optimized 24.83%

Increase 26%

http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

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November 2009

CONVERSION KILLERSCONVERSION 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

1. 6. Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin

TEST! TEST! TEST!TEST! TEST! TEST!

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November 2009

FRICTION ON LANDING PAGESFRICTION ON LANDING PAGES

http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

With 4 good case studies!

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November 2009

THREE KEY ISSUESTHREE KEY ISSUES

The Landing Page

Conversion Paths

Conversion Scenarios

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November 2009

LANDING PAGESLANDING PAGES

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November 2009

MARKETING SHERPA 2008MARKETING SHERPA 2008

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November 2009

LANDING PAGE OBJECTIVESLANDING PAGE OBJECTIVES

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November 2009

BEST PRACTICES – LANDING BEST PRACTICES – LANDING PPPP

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November 2009

Whatever the Source of the Whatever the Source of the

LeadLead

It Is a Mistake It Is a Mistake

To Simply Dump Visitors To Simply Dump Visitors

on the Home Pageon the Home Page

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November 2009

EMAIL > LANDING PAGE EMAIL > LANDING PAGE STUDY 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)

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November 2009

VIDEO LANDING PAGE VIDEO LANDING PAGE STUDYSTUDY

Pentax Camera with Facial Recognition Create Interest and Enthusiasm Drive People to DealersIncorporate Video into Landing Page Create Landing Page Banners (2 sizes) on

Previously-Used/Tested Sites

POP Materials to Drive People To SiteConsumers Could Win an SUVEach Dealer Salesperson Who Sold a Camera

Could Enter Another SUV Contest

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November 2009

Video Landing Page

Counter Card

Video “Repurposed” on Sitehttp://www.pentaximaging.com/products/product_details/digital_camera--Optio_Z10/reqID--10137993/subsection--optio

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November 2009

RESULTS – VP MARCOMRESULTS – VP MARCOM

“We didn’t have any cameras left over. We sold out. . .Simply, this campaign created more enthusiasm than what we had seen before.”

Here is a breakdown of the stats:- 14,815 unique viewers watched the video in the first month alone. - Viewers watched 71.2% of the clip on average. - 87% of the video viewers registered for the contest.

“The banners worked. They seemed to drive people to the video, and I certainly think adding the prize of the Cruiser helped convince more people to take a look.”Marketing Sherpa, March 5, 2008

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November 2009

RICH MEDIA LANDING RICH MEDIA LANDING PAGESPAGES

http://www.ioninteractive.com/liveball-saas-platform-tour/

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November 2009

CONVERSION PATHS & SCENARIOSCONVERSION PATHS & SCENARIOS

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November 2009

USE METRICS > MAP PATHS USE METRICS > MAP PATHS THROUGH SITETHROUGH SITE

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The Anatomy of a Conversion PathAnna TalericoExecutive Vice Presidention interactive

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November 2009

BUILD SCENARIOSBUILD 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

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“What Exactly is a Conversion Scenario”and other articles on persuasion architecture byBryan Eisenbergwww.GrokDotCom.com

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November 2009

CREATE PERSONASCREATE PERSONAS

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

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November 2009

BEST PRACTICES - BEST PRACTICES - CONVERSIONCONVERSION

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November 2009

DEFINING CONVERSION- DEFINING CONVERSION- REDUXREDUX

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?

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November 2009

CONVERSION RESOURCESCONVERSION RESOURCES www.marylouroberts.info

Direct Marketing > Chapter 11 Business to Business http://www.olgassociation.org/index.php

GrokDotCom http://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 Portfoliohttp://www.ioninteractive.com/portfolio/

http://websiteoptimizer.blogspot.com/

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