Conversion marketing spring 2010
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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

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CONVERSION MARKETING Spring 2010

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Conversion marketing spring 2010

CONVERSION MARKETINGSpring 2010


The basic strategies

THE BASIC STRATEGIES


Direct marketing lead process

DIRECT MARKETING LEAD PROCESS


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 challenges

LEAD CHALLENGES


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


Website optimizer broad perspective

WEBSITE OPTIMIZER –BROAD PERSPECTIVE


The conversion process

THE CONVERSION PROCESS


Sales conversion

SALES CONVERSION

www.omniture.com


Media for generation conversion

MEDIA FOR GENERATION/CONVERSION


Funnel or spider

FUNNEL OR SPIDER?


Or spaghetti

OR SPAGHETTI?


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


Landing pages

LANDING PAGES


Conversion marketing spring 2010

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)


Conversion marketing spring 2010

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


Conversion paths scenarios

CONVERSION PATHS & SCENARIOS


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/


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