Conversion marketing spring 2010
Download
1 / 29

CONVERSION MARKETING Spring 2010 - PowerPoint PPT Presentation


  • 213 Views
  • Uploaded on

CONVERSION MARKETING Spring 2010. THE BASIC STRATEGIES. DIRECT MARKETING LEAD PROCESS. QUALIFYING LEADS. D esire A uthority M oney N eed. DISTRIBUTION, FOLLOW-UP. Timing and Value of Lead Determines: “Hot Prospects” to Field Sales to Close

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' CONVERSION MARKETING Spring 2010' - duane


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript



Qualifying leads
QUALIFYING LEADS

Desire

A uthority

Money

Need


Distribution follow up
DISTRIBUTION, 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”


Conversion on the internet
CONVERSION ON THE INTERNET

  • Is It Click-Through From Online Ad (Display, PPC) or Social Network 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?

It’s All Of The Above

AND ALL CAN BE MEASURED



Lead costs
LEAD 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/


Lead costs in social media
LEAD COSTS IN SOCIAL MEDIA

Hubspot via eMarketer

February 25, 2010




Sales conversion
SALES CONVERSION

www.omniture.com





Samples landing pages tests
SAMPLES - LANDING PAGES TESTS

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


Conversion killers
CONVERSION 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

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

TEST! TEST! TEST!


Friction on landing pages
FRICTION ON LANDING PAGES

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

With 4 good case studies!


Three key issues
THREE KEY ISSUES

  • The Landing Page

  • Conversion Paths

  • Conversion Scenarios



Separate Landing Page

vs

Relevant Page on Site

Harvard Business School

Executive Education ProgramDownload Our Course Catalog Onlinewww.exed.hbs.edu rank 8th


Email landing page study
EMAIL > LANDING PAGE 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)


Whatever the Source of the LeadIT IS A MISTAKETO SIMPLY DUMP VISITORSON THE HOME PAGE!



Use metrics map paths through site
USE METRICS > MAP PATHS THROUGH SITE

The Anatomy of a Conversion Path

Anna TalericoExecutive Vice Presidention interactive


Build scenarios
BUILD 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

“What Exactly is a Conversion Scenario”

and other articles on persuasion architecture by

Bryan Eisenberg

www.GrokDotCom.com


Create personas
CREATE PERSONAS

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


Defining conversion redux
DEFINING CONVERSION- REDUX

  • 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?


Conversion resources
CONVERSION RESOURCES

  • www.marylouroberts.info

    • Direct Marketing > Chapter 11 Business to Business

  • http://www.olgassociation.org/index.php

  • GrokDotComhttp://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 Portfolio

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

      http://websiteoptimizer.blogspot.com/


ad