Conversion Conference 2011 Takeaways

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What I learned at Conversion Conference 2011 in New York. A summary of the presentations I attended, all of which were excellent.

Text of Conversion Conference 2011 Takeaways

  • 1. Conversion Conference 2011Summary and Takeaway Points Jimmy Smith
  • 2. Conversion in a Social World By Tim Ash, CEO People value consistency Inconsistent people/process are labeled as confused or two-faced Consistency comes with commitment Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. - Dr. Robert Cialdini Commitment simplifies day to day operations. E.g. We drive the same way to work each day. Habits are very difficult to reverse. Small commitments lead to larger commitments 2
  • 3. Five Strategies for Improving Social Media Conversion 1. Make sharing easy. Put hot triggers (calls to action) in front of motivated people. Three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. Dr. B.J. Fogg Stanford. 2. Humanize the computer experience. Video spokespersons work better than you think. 3. Demonstrate social proof. People care what peers think but its just a foot in the door. 4. Measure everything. Analytics is free, no reason not to be doing it. Balanced score card. 5. Fight massive filtering with content domination. Facebook displays only 0.8% of wall events to users. Re-cycle content. 3
  • 4. Shopping Cart Abandon/Recovery by Charles Nicholls of SeeWhy Single track view of conversion is problematic. Studies show that less than 1% of visitors go straight to buy. Abandonment = bad. Conversion = good. Right? Not so simple. There are multiple paths to conversion. Do you nurture those that fall out of the conversion funnel? 71% of shoppers abandon due to timing and pricing. Design remarketing campaigns to address those objections. Most people dont convert on the first time The question is how well you do at recovery. 4
  • 5. Shopping Cart Abandon/Recovery by Charles Nicholls of SeeWhy Abandonment is an indication of intent. Its part of the buying cycle. The average person abandons twice before buying. Start remarketing as soon as they abandon. With no remarketing, about 8% will return to buy With remarketing, 26% will return to buy. Reach out and give value, but dont hound them. Remind immediately. Was there a problem with your order? Reassure the next day. Returns are easy. Promote the next week. Save 25% 5
  • 6. Free Tools to Analyze Abandonment by Ben Jesson of Process: techniques more important than the tools Shakespeare wasnt successful from the quality of his quill pen. Start with goals and KPIs. How do we measure success? Three things killing conversion rate? 1. Visitor intention doesnt match. 2. Usability problems: User cant figure out how to order. 3. Persuasion issues: The visitor isnt persuaded to take the action. 6
  • 7. Free Tools to Analyze Abandonment by Ben Jesson of Conversion-rate-experts.com1. Google Analytics. 9. Usability testing. No one2. CrazyEgg. Clicking heat map uses your website the way and scroll graph. you intend them to.3. ClickTale. Conversion and Encourage criticism. funnel reports. 10. Ethnio.4. Google talk for live chat. 11. Usertesting.com5. SurveyMonkey. 12. Google custom site search.6. 4Q. opt in feedback tool. 13. Create a Robot sales person.7. Kampyle. feedback tool with Listen to customer calls charts and graphs. (email and live chat).8. KISSinsights. Will tell you why 14. Social Media: Twitter. Blogs. they didnt convert. Google Alert. Facebook. Yahoo Answers. 15. Google website optimizer. 7
  • 8. Optimizing the Purchase Process By Raquel Hirsch of Wider Funnel Knowing what to test is most important. Problem. Hypothesis. Test. Fix. LIFT Model for landing page conversion. Two variable give lift: Relevance. Clarity. Two variables give drag: Anxiety. Distraction. What matters is what customers think. A/B testingknowing what you believe may be wrong. You have got to measure. Case study: audience asked to pick between Page A and Page B 100% of audience thought test page B would win But it turned out that Page A was the winner. 8
  • 9. Persona-Driven Conversions By Howard Kaplan of FutureNow Persona = A clear understanding of the target customer(s) that exists in the mind of your team. Myth 1: conversion is a linear process not everyone behaves the same or even like themselves on repeat visits Its not about us Visitors have to achieve their goals for us to achieve our goals Model for buying: Buying modes are methodical (logical & deliberate) competitive (logical & quick) spontaneous (emotional & quick) humanistic (emotional & deliberate) Clicks are people. Links are decisions. 9
  • 10. Persona-Driven Conversions By Brian Lewis of SiteTuners Myth: Good aesthetic design leads to improved conversion. Factors of conversion: Psychology. Sociology. Economics. Marketing Design. Home pages get so cluttered because we lose our objectivity. Politics and department infighting. psychology + sociology + economics = Winning landing page VIEW of your prospects: Value: what do they value. Information about them-demographics. Emotions: likes, dislikes, emotions. Why are they visiting your site. 10
  • 11. Persona-Driven Conversions By Brian Lewis Design for MORE conversions. Marketing essentials Contact info in the upper right hand corner Unique selling proposition: Benefits first, then features. Offer clarity Top reason for abandonment: insufficient information Readability The more concise the writing, the more difficult to write. If everything is screaming for attention, nothing will get noticed. Engagement. Simplify and demystify. Beware of distractions. Rotating hero banners are a crutch for marketers, but killing visitors 11
  • 12. Tactics to Boost Conversion Rates By Tom Funk and Reid Greenberg Not all changes have to be big Small, time-tested changes that have immediate impact Bigger buttons Different colors for Buy buttons Eliminating required registration Placing calls to action above the fold Eliminating self-defeating calls to action such as Cancel buttons as prominent as the Buy button 12
  • 13. Persuading Thru Empathy and Emotion By Ben Jesson Biggest mistake people make when split testingnot to do it. Technique 1: Method Marketing like method acting, i.e. immerse yourself in the role Technique 2: Go to where the customers are Interact with them. Learn from them. Technique 3: Objection/Counter-Objection Talk to people offline to gather Objection/Counter-Objection Technique 4: Let the customers speak. Ask users what is the objection. Technique 5: split test to verify. Example: Site that doesnt want phone calls. Explain why phone number isnt there Led to increased sales rather than user frustration. 1