Conversion Optimization: Winning After They Arrive

Jun 3, 2008 • 5:30 pm | comments (1) by twitter Google+ | Filed Under Search Marketing Expo 2008 Seattle
 

Moderator: Jeffrey K. Rohrs, Vice President, Marketing ExactTargert Speakers: Scott Brinker, President and CTO, ion interactive Rob Bergquist, Widemile Tom Leung, Business Product Manager, Google Jonathan Mendez, Founder and CEO, RAMP Digital

Tom:

Website Optimizer is designed to convert traffic. You can learn more about it at www.google.com/websiteoptimizer You can test simple things like location of buttons, color, copy, layout. Testing isn't just to improve your conversion rate but it helps you to keep from killing your converion rates when making changes.

Google is starting a new promotion today called Website Workout. Visit www.google.com/WebsiteOptimizer/Workout to sign up for a Free consultation. You need to enter by June 17th.

Scott:

The gravity of click-throughs: Click = landing experience. All clicks aren't created equal. They differentiate on who they are. Branding is always impacted. When someone lands on your page after clicking on your

ad they get an impression of business. Landing pages are more than just a page. You can get creative in design and experience including rich media, avatars, things that typically may be considered no no's in

classic landing pages. Social media interfaces and mobile optimized experiences are also valuable.

3 different ways to scale, optimize:

Test Scaling Increase the number of alternate landing pages a/b vs. multivariate techniques As far as the outside world is concerned, still just one page Diminished returns ("the wall")

Horizontal Scaling Increase the number of distinct landing page "destinations". Landing pages that are tailored to tight messaging.

Vertical Scaling Expand the scope of what a typical landing experience is. Microsites are an example of this. Multi-page experiences can allow you to bring in behavioral data.

A conversion Path: Segmentation - User gets a choice to determine segment. Offering - Tailored to their segment Deepening

Jonathan:

All the information you know about people matters. If you give people control over the information, this will make a bigger impact. Consumers know more about what they want then you ever will.

Give the user tools to define their experience and then direct them to your site. Example was a 300x250 dockers ad that let a potential shopper customize their docker pants and once this is done they are directed

to the dockers site with these pants to purchase.

Robert:

87% not satisfied with their campaign conversion rates. 60% doing no testing or optimization of any kind. Majority of those testing use only manual a/b testing.

3 key steps are:

Analyze your audience and its needs Embrance your marketing and design best practices Test everything - all your assumptions

Session notes contributed by Justin Davy.

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Comments:

Scott Brinker

06/04/2008 08:49 pm

Hi, Justin -- thanks for posting some great notes from our session! For me, the big takeaway was that there is still enormous, untapped potential in what search marketers can do after the click. Bob's stats about 87% of marketers being unsatisfied with their conversion rates, yet 60% of them are not doing anything at all to change that, is nothing short of astounding. Is 2008 finally "the year of the landing page" (to borrow a phrase from Jonathan Mendez) when the industry turns this around?

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