Pumping Up Revenue by Focusing on Conversion Funnels

Pumping Up Revenue by Focusing on Conversion Funnels Make more money without spending a penny more on advertising. Presented by: Lee Marc CEO, e. Direct Publishing, Inc.

Focus on the Focus! § Give some of thought & attention, § Primary goals & objectives of your website. § How to make simple website changes, § To better achieve those objectives. § Increase conversion from existing traffic.

What is the Conversion Funnel? § A series of steps or actions a user must take in order to achieve a primary objective or goal. § Increasing website conversions is the most effective, dramatic (and inexpensive) way to increase revenue. § Knowing how to identify, measure and improve your conversion funnels is truly one of the most important activities of any web based business.

What makes me uniquely qualified? § Peter says I am… § Background in Direct Response. § Been in the ecommerce business for 15 yrs. § We live or die by optimizing the funnel. § We regularly review lots of job sites. § We (selfishly) review job board partner sites.

Primary goals & objectives for most job sites. 1) Hiring Managers (employers & recruiters) § Sell job postings § Sell resume access § Create a relationship / future lead 2) Job Seekers § Post their resume § Search for jobs § Create a relationship / future lead

Typical Conversion Funnel § For example purposes, from here on out we’re going to talk about the resume registration funnel. § However the same principles can be applied to any conversion funnel on your site.

Example 8 Step Conversion Funnel:

Here’s where the magic begins: Let’s assume: § Page 2 isn’t necessary, legacy design. § Page 4 has one question, and a big info paragraph. § We can add page 4 to page 3, with “more info” link. § Page 6 & 7 both have some unnecessary questions. § We can combine page 6 & 7 into one page.

Example 5 Step Conversion Funnel: = 750% increase!!!

Let’s make some more magic! Let’s assume: § Some pages not labeled clearly. § Some questions are confusing or a turn off. § Not easy to find what the next step is. § Some required questions that should be optional. § There’s an ad with high clicks but low revenue.

Example 5 Step Conversion Funnel:

Example 5 Step Conversion Funnel: 25% addl increase!!!

Let’s look at a real example. Before & After

Conversion Analysis 1

Conversion Analysis 2

Best Practice: Don’t make me think! If website visitors could talk… § I’m in a real hurry -- you got 3 seconds. § Don’t visually “assault” me -- with too many options & clutter. § Don’t make me read -- I only scan headlines, bullets, buttons. § Don’t make me think -- Just tell me what to do next. § Don’t ask too many questions -- I’ll decide what you need. § Don’t confuse me or put up roadblocks – make it quick & easy. § Yes, give me more information – but only when I need it.

Don’t make me think….

Where to learn Best Practices: § Landing Page Design Handbook How to raise conversion – Data and Design Guidelines. http: //www. marketingsherpa. com § § § Step-By-Step Page Design & Copy Instructions 54 Statistics & Data Charts 114 Samples of Landing Pages to Copy Creative Samples & Case Studies About $500 – worth every penny.

Usability Testing (on a budget) Watching people use your website with the intention of making it easier to use. § Invite 5 people to test your website (pay them $50 each), § Watch them use your site. § Take notes, ask questions at the end. § You’ve just performed a valuable usability test. (1 day, $250) § For more information, get these books: § § Don’t make me think – by Steve Krug Rocket Science Made Easy – by Steve Krug

Website Analytics Tools allowing you to track and report your customers online behavior, so you can improve your site. Some cool things you can do: § § See how much traffic you’re getting. § Learn specifically how people travel through your site. § Define funnel goals and track their conversion. § Track visits to various “Entry” & “Exit” pages. § See where your traffic is coming from. § See what links are clicked on a particular page. § See Browsers, OS’s, Screen Resolutions of users.

Website Analytics § Remember: § Your website is your sales person. § With good information you make good decisions. § Use analytics to: § Perfect your pitch. § Evaluate the effectiveness of marketing initiatives. Resources: § § § Seminars: http: //Web. Share. Design. com Books: Web Analytics Demystified – By Eric Peterson (dry) Google Analytics – by Jerry Ledford.

A/B Testing – Easier than you think. § Sadly, site changes are often based on a guess. § They can hurt conversion, and no-one knows why. § Before doing that, test against your current version. § Rotate traffic between the “Control” and “Test”. § Track conversion of each path (funnel). § If you use Google Analytics, they make it easy.

A/B Testing – Easier than you think. § Learn about Google’s Website Optimizer § Splits/rotates the traffic for you. § Tracks conversion for each test path. § Tells you when you have statistically relevant results. § Resources: § 1 -Day Seminar: http: //Web. Share. Design. com § Book: A/B Always Be Testing – By Bryan Eisenberg

Browser/OS Combination Testing: § Look at analytics (or log analyzers) to see: § Which Browsers your visitors use most. § Which Operating Systems visitors use most. § What screen resolution the majority of visitors view with. § Test 80% of visitor combinations: § Excellent Resource: § http: //Cross. Browser. Testing. com

Thanks!

How to contact us: Spencer Greenwald V. P. Business Development spencer@edirectpublishing. com (760) 602 -8300 x 709