Website Conversion: How to Turn
More Visitors into Customers
Presented by
Monica Valdez
Search Visibility Manager Amadeus Consulting
About Amadeus Consulting
•
Amadeus Consulting is dedicated to creating intelligent
custom technology solutions with successful business
results.
–
Development
• Custom Software for Web, Desktop, and Mobile Platforms
–
Design
• User Interface/Experience, System architecture, Database
–
Strategy
• Search Visibility, Business & Systems Integration, Software Support & Maintenance
What is a conversion?
•
A better question might be “What is the purpose of
my website?”
–
What do actions do I want my visitors to take?
–
How will I measure when those actions have taken place?
–
How can I improve on what is working and be more
Online Marketing effectiveness
•
The goal of an effective online marketing strategy is to increase revenue
while maximizing ROI.
•
Strategic website marketing is not a quick hit / one-time thing, but an
on-going effort
– Some aspects can be implemented faster than others, some actions show results sooner than others.
– Example: Organic SEO vs. PPC (tortoise vs. hare)
•
Strategic online marketing should have a key role in reaching your overall
Increasing revenue
•
There are only 3 ways to increase revenue and grow
your business through your website:
–
Increase your conversions
•
Usability, Technical Performance, Sign-up Processes, Landing Page
Optimization
–
Increase the number of visitors
•
SEO, PPC, Referral Partners, other Advertising
–
Increase the value of your conversions
Sample Conversion Funnel
•
Average Visitors Per Month:
3000
•
Average Lead Conversions:
60 (2%)
•
Average Opportunity Conversion:
30 (50%)
•
Average Sale Conversion:
15 (50%)
•
Average Value Per Conversion:
$1,000
•
In this scenario your website would be generating $15,000 a
The impact of increasing conversion
What if the lead conversion rate increased from 2% to 2.5%?
• Average Monthly Visitors Per Month: 3000
• Average Monthly Lead Conversions: 75 (2.5%)
• Average Monthly Opportunity Conversion: 38 (50%)
• Average Monthly Sale Conversion: 19 (50%)
• Average Monthly Value Per Conversion: $1,000
• In this scenario your website would be generating $19,000 a month (versus 15k) in revenue or $228,000 annually (vs. $180k). That’s nearly a 27% increase in
incremental annual revenue through improvement in one conversion area.
• The next thing you need to consider is how you will increase your lead conversion while maximizing ROI and maintaining (or better yet increasing) your other
Strategic Marketing Cost Benefit
•
After adding up the cost for an internal or external resource,
suppose you’ll incur an additional cost of $2,000/month.
•
Monthly cost benefit (ROI) is calculated by taking the monthly
incremental value ($4,000) minus the monthly incremental
marketing cost ($2,000), which is $2,000/month. In other words,
over time you’re effectiveness is outpacing your spend.
•
The example doesn’t take into account the other two areas of
revenue generation:
– Increasing the number of visitors
Marketing Spend
•
Incremental improvements across all three areas
will have a huge, measurable impact on your
business
$ Spe nd /R ev en ue Marketing Spend Revenue/ROI TimeClient Example: Conversion Process Flow
• Marketing Activities Aimed at Driving New Traffic:
– Increase Search Traffic (SEO, PPC)
– Increase Referral Traffic (Partners, Inbound Links, Blogs, Email)
– Increase Direct Traffic (Word-of-Mouth, Refer-a-Friend Programs)
• Enhancements that Encourage Membership Upgrade Conversions and Membership Retention:
– Improve System Requirements/Performance – Improve design to fully address user’s needs – Address path-finding issues
– Add additional interactivity – Increase incentive to play longer
– Improve transaction flow, add more payment options
– Integrate video advertising to drive revenue. Create more incentive to upgrade (for no ads)
• Enhancement that encourage Registration and Confirmation Conversions
– Increase conversion from registration to confirmation by implementing guest account functionality
Marketing Activity Prioritization
Prioritize activities by ease of Implementation vs. Impact
Example Activities:
• Search Engine Optimization
• PPC Advertising
• Landing Page Optimization
• Social Media Marketing
• Advanced User Tracking & Analytics • Usability/User Experience • Segmentation/Advanced Targeting IMPACT IMP LEM ENT A TION HI LOW EASY HARD
Be Your Own Model For Success:
Create a feedback loop
•
Analyze – Understand your
conversion pipeline and it’s
inputs and outputs for each
step.
•
Develop – Create clear,
measurable actions and plan for
how they are going to impact
your conversion.
•
Implement – Put your plan into
action
•
Measure – compile your metrics
and compare results against
your benchmark
Resources & Tools
• Learn more about Conversion Optimization
– “Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions” by Tim Ash.
• http://www.amazon.com/Landing-Page-Optimization-Definitive-Conversions/dp/0470174625
– Amadeus Consulting Blog - Search Visibility Insights
• http://blog.amadeusconsulting.com
• Learn more about Online Marketing
– http://google.com/support/webmasters
– http://sempo.org
– http://seobook.com
• Articles, News, Newsletters on Search Visibility:
– http://searchenginewatch.com
– http://searchengineland.com
• Keyword Research Tools
– http://adwords.google.com/select/KeywordToolExternal
– http://google.com/sktool/
• Rank Checkers and other cool SEO tools
– http://tools.seobook.com/