Website Conversion

1. Andy%Halko%
@andyhalko*
Insivia%
@insivia*
WEBSITE
CONVERSION
STOP TURNING VISITORS AWAY

2. THINK SMART.
ACT BOLD.

3. What are conversions?
Conversion Optimization

4. THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING

5. Lead & Sales Road Map

6. NURTURE
E/Mail*Sign*Up*
Demo*
White*Paper*Download*
Calculator*Results*
Facebook*Follow*
TwiDer*Follow*
Sample*Download*
Survey*
Purchase*
Call*
Contact*Form*
DIRECT

7. First step in higher conversions:!
Targeted Campaigns!

8. Campaigns focused on a specific target
or serve a specific purpose.!
Product*
Landing*Page*
Problem*
Landing*Page*
Industry*
Landing*Page*
Product*
Problem*
Industry*

11. Back*up*the**
campaign*message*
*
One*clear*acIon**
(Call*to*AcIon)*
*
Enough*info*to**
make*a*decision*
Landing Page Conversion Factors

12. Your homepage is NOT a landing page!

13. Your homepage is merely the face of your
website, accessed by people who are looking
for it specifically. !
Your**
HomePage*

14. Marketo

16. Visual*and*message**
confirming*people**
are*in*the*right*place*
*
Design*that*conveys**
confidence*
*
Clear*navigaIon*
*
Clear*acIons*to*take*
Home Page Conversion Factors

17. LANDING*PAGE?*
HOME*PAGE?*

18. LANDING*PAGE?*
HOME*PAGE?*

19. Web*analyIcs*data*is*
NOT*enough*to*construct*
the*best*test*hypotheses*
for*your*site.*
SPLIT%TESTING%
A/B*TesIng**
MulIvariate*TesIng*
BUILD% TEST%

21. VS*
CONTROL% TREATMENT%

22. VS*
CONTROL% TREATMENT%
Mission*criIcal*elements*like*call/to/acIon*buDons*represent*
a*small*change*on*the*page,*however,*they*have*major*impact*
on*the*decisions*of*your*prospects.*

23. VS*

24. VS*
The*color*of*your*CTA*buDon*has*major*impact*on*your*
potenIal*customers’*decisions*–*and*thereby*also*your*
conversion*rate.*

25. People*aren’t*magically*drawn*to*a*buDon*
because*it’s*red,*nor*are*we*automaIcally*pre/
disposed*to*sign*up*just*because*you*added*the*
word*“Free”*in*your*headline.**
*
OpImizaIon,*isn’t*about*seeing*which*tests*are*“beDer”,*but*
rather*about*studying*your*visitor’s*behavior*and*creaIng*
designs*&*copy*to*engage*in*a*dialogue*with*your*visitor’s*inner*
voice.*

26. Reading*PaDerns*and*Use*of*Images*

27. Heat*Mapping*
+*
Human*Psychology*

29. QuesIons*like*“What*color*converts*best”*
are%a%complete%waste%of%Eme.%%%
*
Instead,*find*out:*
*
*
Where*do*most*people*get*stuck**
in*the*buying*process?*
*
What*are*common*traits*among**
our*paying*customers?*
*
What*hesitaIons*do*our*leads*have**
that*prevent*them*from*buying?*

34. “The*vast*majority*of*retailers*reported*
conversion*rates*on*smartphones*were*
around*1%,*while*conversion*rates*for*
tablets*were*2.4%,”*
*
While*visitors*largely*use*tablets*for*what*he*called*“lazy*
internet”—consuming*media*and*content,*as*well*as*browsing
—they*tend*to*prefer*smartphones*primarily*for*
communicaIon,*content*snacking,*and*using*mobile*apps.*

35. ANALYTICS

36. Bounce*Rate*

37. Traffic*Source*

38. Exit*Pages*

39. Click/through* Scroll/through**

40. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy%Halko%
@andyhalko*
Insivia%
@insivia*
Oh yeah, ask us about our
traffic and conversion audits.