Filter By
COVID-19 Series Content Strategy Customer Relationship Management Data Analytics Design Digital Media Local Presence Management News SEM SEO Strategic Insights
Digital moves fast.
Subscribe to our monthly newsletter to get ahead of the curve with new articles, videos, white papers, events, and more. Unsubscribe anytime. For more information, see our Privacy Policy.

Live Blogging SMX Advanced – Seattle – Session 3: Pump Up Those Conversions

Tuesday, June 08, 2010
Nasser Sahlool

13:55 – Top ad position may not necessarily convert as well as a lower position

13:59 – Segment data to be able to impact actionable results

14:01 – This is some pretty basic stuff, but I expect that it is laying the groundwork for the more advanced stuff – I certainly hope so

14:06 – 2 types of optimization – pre and post click – optimize both 14:07 – ‘It’s not about getting every click, it’s about getting every profitable click’

14:07 – 1 – Define a conversion and its value before optimizing – determine what brings value to your business, the nprioritize those things – analyze the revenue each conversion point drives and apply the values to your existing campaigns. Finally, educate internal teams on the value of multiple conversion points

14:10 – 2 – Your conversion rate problem may be a marketing problem

14:12 – Have others evaluate your marketing

14:13 – 3 – The conversion process is not linear or simple

14:14 – Track customer paths to conversion

14:15 – 4 – Broaden your data horizons and let the data guide you

14:17 – Optimize on conversion paths 14:19 – Relevant, Engaging, Authoritative, Directional, Yield Optimal – the approach to conversion optimization

14:20 – If your ad makes a promise, make sure the landing page delivers on that promise

14:21 – Message match – match your landing page to keyword and ad copy

14:22 – Match the design of the landing page to banners

14:22 – Match the pages to the identity of your audience – maybe a multi page landing experience to self segment

14:23 – Keep things timely – fresh and up to date

14:23 – Provide a compelling value proposition (substance, not presentation) 14:24 – Emotional Appeal – Persona Marketing

14:24 – Rational Justification – feed the left side of the brain

14:25 – Execute an Affective Design – user centered design

14:25 – Make your pages differentiated

14:26 – Assurances – trust marks or guarantees

14:26 – Accurate and Concrete – avoid fluff

14:27 – Social Norms – you are responsible company – privacy policies, reasonable forms; Social Proof – testimonials, video; Brand Consistency

14:28 – Clear Call to Action; Frictionless Choices; Minimal Distractions

14:29 – Motivations and Incentives; Progressive Conversion – conversion is often about a path

14:30 – Hypothesis – drive a test with a meaningful idea; AB or Multivariate test; Tracking and segmentation – close the loop

14:31 – SEO – make choices whether you want these pages to get picked up; Downstream Ready – what happens after the conversion; Phew – that was really thorough – one of the best ‘How To’ presentations so far

14:32 – ‘Don’t Test Video – Test Which Video’

14:36 – Adding conversion points changes the conversion conversation from ‘if’ to ‘how many more’

14:39 – People spend/share more when they feel safe

14:40 – Simplicity of landing pages rules – practice relentless de-cluttering “

Subscribe to our monthly newsletter to get ahead of the curve.
x
Get exclusive access to new articles, videos, white papers, events, and more. Unsubscribe anytime. For more information, see our Privacy Policy.