See How You Can Increase Revenue Without Raising Your Media Spend Using Conversion Optimization Let’s face it – your marketing budget doesn’t always increase like you’d hope it would. But what if there was a way to increase your website’s revenue without having to spend more money driving additional traffic? You can! Nick Herinckx of Anvil Media will highlight conversion optimization best practices designed to leverage existing visitors by turning them into customers.

1. Conversion
Optimization
Presented by:
Nick Herinckx(@
nickherinckx)
Senior Account Executive
Anvil Media, Inc.
503.595.6050 ext. 233

2. About Anvil Media
Anvil Media, Inc. is digital marketing agency specializing in search engine
marketing services, including search engine optimization, pay-per-click
management, online reputation management, mobile & social media
marketing services.

3. Agenda
• What is conversion optimization?
• Benefits and return
• Tactics for conversion optimization
• How to create an online testing
program
• Testing tools

4. What is conversion
optimization?

5. What is Conversion Optimization?
Generate more conversions from your
existing traffic.
Involves testing elements of your
website, such as layout and calls to
action, to see which combination
results in a higher % of your existing
traffic converting.

6. FAIL LESS OFTEN

7. Benefits and Return

8. Benefits and Return
Typical Conversion Rate
Site Visits Conversion Rate Conversions
15,500 2% 310
You’re failing 98% of the
time.

9. Benefits and Return
Conversion Rate After Optimization
Site Visits Conversion Rate Conversions
15,500 4.5% 698
We’re failing less often

10. Benefits and Return

11. Benefits and Return
Conversion Rate After Optimization
Site Visits Conversion Rate Conversions
15,500 2.6% 403
We’re failing less often

12. Benefits and Return

13. Benefits and Return

14. Tactics for Conversion
Optimization

15. How do we stop failing so
much?
How can we make more
money from our existing
traffic?

16. It’s about answering the
right questions.
The questions that your
customers ask
themselves
subconsciously when
they visit your website.

17. Questions
• Can I Easily Find What I’m Looking For?
• Can I Get All the Information I Need to
Make a Decision
• Why Should I Purchase from You?
• Why Should I Purchase Now?

18. Can I Easily Find What I’m Looking
For?
18

19. Can I Easily Find What I’m Looking For?
 Every page needs a headline
 Clear headlines & sub-
headlines
 Just say what each page is
about
19

20. Can I Easily Find What I’m Looking For?
Which of these is better for a
search on “woman’s dress
shoes” ?
20

21. Can I Easily Find What I’m Looking For?
21

22. Can I Easily Find What I’m Looking For?
22

23. Can I Easily Find What I’m Looking For?
Which of these is better for a
search on “enterprise resource
planning software” ?
23

24. Can I Easily Find What I’m Looking For?
24

25. Can I Easily Find What I’m Looking For?
25

26. Can I Easily Find What I’m Looking For?
 Faceted navigation
 Multiple ways to find your
product or solutions pages
26

27. Can I Easily Find What I’m Looking For?
27

28. Can I Easily Find What I’m Looking For?
28

29. Can I Easily Find What I’m Looking For?
29

30. Can I Easily Find What I’m Looking For?
 Your site remembers users’
preferences
30

31. Can I Easily Find What I’m Looking For?
31

32. Can I Get all of the Information I Need
to Make a Decision?
32

33. Can I Get all of the Information I Need?
 Allow users to compare
multiple products side-by-side
 Use images and video, not
everyone likes to read text!
 Reviews are a MUST!
33

34. Can I Get all of the Information I Need?
34

35. Can I Get all of the Information I Need?
35

36. Can I Get all of the Information I Need?
36

37. Can I Get all of the Information I Need?
 Quizzes and product finder
applications help boost
conversion rates for
complicated products or
solutions
37

38. Can I Get all of the Information I Need?
38

39. Can I Get all of the Information I Need?
 Change content offering
depending on where they’re at
in your website
39

40. Can I Get all of the Information I Need?
40

41. Why Should I Purchase from You?
41

42. Why Should I Purchase from You?
 Utilize visible trust elements on
every page
42

43. Why Should I Purchase from You?
My Favorite Trust Elements
• Testimonials • Years in business
• Awards • # of countries
• Security badges • # of items shipped
• Press mentions • Social media fans
• # of customers

44. Why Should I Purchase from You?
44

45. Why Should I Purchase from You?
45

46. Why Should I Purchase Now?
46

47. Why Should I Purchase Now?
 Every product or solution page
must state or hint at a reason
to purchase sooner rather than
later
47

48. Why Should I Purchase Now?
48

49. Why Should I Purchase Now?
49

50. Why Should I Purchase Now?
50

51. Example Return
51

52. 52

53. 53

55. How to Create an Ongoing
Testing Program

56. Ongoing Testing Program

57. Ongoing Testing Program
My Favorite Tests
• Call to action location & color
• Page headlines
• Form length
• # of checkout pages
• Location of trust elements
• Number of calls to action

58. Ongoing Testing Program
58

59. Testing Tools

60. Google Website Optimizer (free)
• www.google.com/websiteoptimizer

61. Clicktale ($99/month)
• http://www.clicktale.com

62. Q&A & Next Steps
Read Anvil’s blog, articles & white papers
Subscribe to our newsletter or follow us on
Twitter
Contact us with questions about how to make
more money from your existing traffic
Hallie Janssen
Vice President
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
O: 503.595.6050 x221
M: 503.260.6700
hallie@anvilmediainc.com

63. Upcoming Anvil Webinars
November 16th, 2011– 10am PST
Advanced Social Media Strategies, Tactics & Tools
December 14th, 2011 – 10am PST
Competitive Intelligence: Creating opportunities through insights
January 18th, 2012 – 10am PST
Brand Management for Hospitality Industry
Find Out More and Register
http://www.anvilmediainc.com/search-engine-marketing-
webinars