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Online Marketing

Maša Crnkovič: Conversion optimization 101

I am head of analytics and customer experience at marketing agency. Footer part of my job is listening to customers and analyzing their digital clues. It’s like being Sherlock Holmes, but without the dead bodies. So today I will talk about how to find this clues, what the term so the clues that your website is broken and how to fix it to improve conversions, let’s start with the game guess which version of these to the web.

It is the same website, but the first section is different, so please guess which one performs better at starting the trial. All for a version, listen raise a hand, ok diversion. Yes, the V version, the winner of this ad test. Let’s try another one again. The difference is only in the main section for version. A ok version B’s yeah, we again its head type, 18 % more clicks, so some got to try it. Some were wrong, and this is basically without data and it’s like being a fortune teller.

So you have to have data to be sure what is right and what is wrong, no matter what you’re developing, if it’s the digital product, app or website, keep in mind that you are not your user 80 tests are great. It’s the best way to know for sure what works and what doesn’t. But today, I’m not going to talk about a/b tests, especially for smaller websites. A B tests are not even possible because you just don’t have enough traffic.

So today I will talk about user journey and how user decides to come to your websites and do the action you want them to do, and we will do this by looking at web analytics and user testing so the first time you do a user test, its With your own new products website or whatever it feels like this, it’s weird it’s play it’s painful and you just want to grab that mouse and show them where to click. You know, but instead you go back to the office and you just figure product.

So how do you find find out what is going out inside users head? Let’s recreate a decision, a user make. Imagine yourself scrolling on a Facebook, you scroll a bit and then you find something that grabs your attention. So you click on the link. Then you land on a landing page and in a split second to decide whether or not this is relevant for you after you start reading you again the site. Is this website? It’s interesting enough to invest your time and energy into whatever the website is about, and then you evaluate the offer.

For example, will you buy shoes or will you share the blog or if you want to download the app and then finally you do it. These are five decisions you make from the moment you land on the website and to the final action. Each step leave the measurable clue for your Sherlock Holmes as we go to find and if the sorry, the the first clue is the click. So if user click on add this is definitely a clue that it’s interesting for for him and after that he starts reading and in five seconds he decides if it’s relevant and after that he Scrolls around and clicks around and in 15 seconds it’s.

I guess something that the key likes and then she starts whoever LS evaluating your offer and at the end he converts. So if all of this happens you’re on a good track. But if not, you want to know where the problem is, and you can’t optimize if you don’t measure. So let’s take a closer look at the first impression. What happens if, if a user comes the website in his head, first five seconds on a website are tightly connected to net or refer a link that the user has clicked on.

So, after the click you have to meet the expectations, if you don’t, users will just close the window and left if there is a problem with first impression, you can measure it with bounce rate you can see if there is a problem and how big is the Problem and then, with five second test, you can find out what the problem is more specifically, and you can also get an idea how to fix this problem. So bounce rate is the metric that measures a percentage of users that come to the website and bounces away right away.

They like come and bounce like a ball now. How many of you here use Google Analytics? If you raise your hand, okay, great their user analytics, is basically the most used web analytics tool. Almost every website has it. So then it’s only a question. What you do with data that six clicks by default: Google Analytics measures bounce rate, but it’s wrong. I know Google is wrong right, but you can also measure the right bounce rate.

So when the user come and left immediately – and you have to do some coding for this – it’s a few lines of code now – it’s easy to just put it in your website and it will work. The bounce rate will adjust itself and this is called adjusted. Bounce rate – now don’t worry, I will put this slides online, so you don’t have to write down the code. You can just check it later after you implement this code, the bounce rate will drop significantly.

The next method I mentioned was the five-second test. It’s a method that I really like to use because it’s the best way to capture those few five seconds on the website. Now we will do a five second test right here. Please look at the website. Okay, how many of you can answer these questions? After seeing five seconds of the website, why should I stay here? What become what company is behind it? What do they offer is offer trustworthy? What should I do next? So don’t worry if you can’t answer all them that landing page wasn’t very good and if you show your page to the random people for five seconds and answer those questions you will see.

If you have the problem, it can either be relevant. Identity offer credibility or call to action on all of them for that matter, so the first very important factor of first impression is the title: it’s usually the only thing the user will read when he comes to the website and if he understands it, if you find The benefit in it it’s okay, otherwise he will just bounce away. Your page title should tell exactly what the page is about as clearly as possible, and it should match a net.

I could go on about this topic, but sadly today we don’t have enough time to go in detail for everything. So the second thing is the picture. The picture is worth a thousand words. It should help you sell the product, not just be pretty and distract users. You remember the steps from the from the for most of you got it drunk, but why now picture with the rocket keys is very cute and clever right, but the B image helps sell the product because it actually shows the product they’re not selling a rocket backpack.

But marketing tool right – and this is exactly what you should do with your hero image. You should tell this in a way that you show a random person just an image. You know no, no website, no title, nothing just an image, and if a user can guess what this image is about and what the website with this image is about, then it’s a good thing, then you’re on the right path. Also, I have a few rule of stamp weather.

Good hero images like shows the products in the contest of use. It’s show successful user shows real feelings, supports key message and gives additional details about the product. This is not always applicable, but it’s a good good rule of thumb if you’re selling a product or service. Ok. So now we cap the user for five seconds on our website. Yay. Let’s move on to the 15 seconds. You have to have a focus.

Otherwise, a user won’t stay on the website. Think about a homepage. How does the typical homepage looks like well? This is the image of how Google would look like if it was designed by a traditional organization right. It would have promotions about US news for advertisers. Some more bragging basic search and, of course, advanced search, but homepage, should have a focus. It should segment users not sell one key tasks for the main segment and then at the bottom.

You can have other links for other segments. Now you can measure your focus with attention ratio. It’s a very simple metric. You just basically count the links, a user can click on and that’s it. For example, this page has 62 one attention ratio, it’s not very good, and this one is a bit better. It’s also Bank, but they have a ten to one attention ratio. Ideally it would be one to one and here, if you would just remove the the main navigation, it would be very close.

So next show your value tell users what they should do and why this is the formula for your call-to-action copy. What plus y is the user. I want to do something because it will benefit for me and, for example, I want to download white paper, because I want to learn 30 UX secrets from top experts. This is example of title and the action button, and then you can repeat this. The same action at your forum, especially if the form is on the next page, so it’s not visible or if you have to scroll long down with something like this and don’t be afraid to use large buttons.

It’s actually good to have a big button and it should be in contrast, color, because then it’s visible, here’s a test how you can check if your button is designed? Okay, basically when you’re sitting at the computer, you just close your eyes like almost so. You see the screen like blurry like this, and if you can still identify what is the call-to-action button, then it’s okay and on this example, it’s clear right.

It’s still this bright blur of orange and on this side it’s not that clear right. So you’re now reading for 15 seconds and again, if you want to track this on in Google Analytics, you have to implement additional code now after 15 seconds, your user is interested and he wants to know more and he will be looking for answers. So you have to give them what specific information do users need to make a final decision? You should ask yourself and how can I can? How can you measure it, so you can measure definitely by tracking scrolling.

Almost every website is a scrollable website. You want to know if users scroll above the fold and if they come to the end of the page, you have to check where the fold is on every device. For example, here on the laptop, it’s not obvious that you can scroll down, it’s not visual. It should be visual what users can do and you want to also track clicks, all the clicks the user made. These are not the next page.

Google Analytics does not stretch automatically, so you have to add events on like play. Article download, or something like this or open PDF for pricing curve stuff like that, of course, there’s a code and you can download it later. Okay, with the with the code, you get some additional cool screens in Google Analytics, but you can also then track these same things that I talked about with special tools like hit map or like crazy egg or a hot jar.

You get. You then get hit maps with scrolls and the clicks. So what are key takeaways from today’s talk? First, five seconds are critical. You have to measure it with adjusted bounce rate and five-second test, then focus and show value in design and copy. This you can measure with 15-second event and attention ratio. Then you cannot optimize. If you cannot measure you should use as well as web analytics and you should talk to users.

So the main point is without data you’re, just another person with opinion and without good interpretation. You’re just another source of noise. These are my bonus, slides for all of you interested in this topic. You can download code and checklists and setup for google it expose and another bonus for landing, page user experience checklist. So next time you’ll be make landing page. You can just check if your landing page applies to to this checklist.

Thank you any questions. What’s the background? Yes, yes, there is some research about making this first impression. It’s some will research, especially for web or for people in conversation and everything, so we usually make first impression very quickly. It’s the same with the website and the same with people and this 15 seconds yeah. This is just a rule of thumb, so basically depends on the website.

Of course, if you’re above the fold is more content heavy or if it’s just like one statement, then you should adjust this timing and also, if you have a really long scroller website, then you should stretch some sections in between adjust the default. In the end Thanks. Anyone else yeah, yeah yeah Google – has some some advice about how to implement this event, and but I think, if you just google, the code that you’re interested in the internet is full of google antics experts, and I guess you will find something useful if my code Isn’t? Okay, for some reason, thank you yeah.

What? If I have any? Oh everything, everything is anonymized. Of course we have a very strict policy. Basically, I usually don’t track exactly the exact mouse movements. I very rarely use tools like hot jar because it slows down the page. This is quite a good reason and I think the clicks are good enough. So if you know that if the user is reading and if he is clicking, this is usually good enough.

For me, but yeah everything is anonymized right. I don’t know if you’re you, especially specifically we’re looking at my website Thanks


 

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Online Marketing

Search Engine Optimization Overview

It’S a search engine, optimization service and you’ll, be explaining what that’s all about thanks for joining us Chris. You bet thanks for having me on today. Well, for the sake of brevity here. Let’S go ahead and refer to search engine optimization by its industry, shorthand initials SEO that stands for search engine optimization Chris.

Just what is SEO and why is it important to online marketing? Well, SEO is a track of skills that helps a website be found and what’s happened is the internet is put the power into people’s hands the consumers hands. While traditional media marketing has always pushed the messaging at people, the internet really asked people to pull it from them. So most online sessions include querying a search engine and that event is the marketers opportunity to be present on the search result without applying SEO to a site.

It won’t be present for the search results. So it’s a very important aspect of having a website today. In kind of a new twist on the old saying that, if you build it, they they will come, but really if they can’t find you that they’re not going to come at all. Are they exactly so you better build it right? Well, who needs SEO and what sorts of companies are you working with? Are they large companies small companies? Well, we deal with all sizes’um state associations, visitor centers for States and things like that, and then we have a lot of mom pop businesses for sure.

A lot of our business has sprung out of my past life, which was marketing in the hospitality industry, and so that kind of gave us an ability to leverage ourselves into the search engine, optimization business. But basically, unless a website is designed just to be shown when someone – and it is asked about it – in other words, if if a business owner was asked, do you have a website and he gave somebody in a dress that would send somebody to that website.

But if that’s all, you ever do with your websites and that’s all you ever have to do, but as we know what we’re really trying to do with websites to get our message out to new people, people who’ve never heard of us. So in that aspect everybody needs SEO, because really, if you don’t optimize your site for search engines, how is anybody going to find you out there? It’S really quite a revolution in the marketing model? Isn’T it we’re now just for the cost of getting a host, which quite often is free and putting up some creative content and getting yourself well placed in a search engine? The small guy is on equal footing with the big guys.

Aren’T they to some degree? Absolutely. I mean for a hundred years, marketing and advertising was about shouting about who we were and hoping that people would take notice of us, and now we basically sit in a library waiting for someone to find us so very, very different methods. So you can succeed simply by being clever these days very much so then there still is room for four people with great ideas and not a pocket full of cash for sure.

Well, what are some of the general principles of SEO? Where does it all start? Well, in one word Steven, it’s definitely relevant. All items on your page have to be congruent with each other, and this is a lot of what people miss, because it’s so simple and what I try to have people understand is a search. Engine is just a computer application. If you will all it seizes pluses and minuses, and so it has to be able to add something up from all of that and come up with an answer, so you have to give them the answers.

Who are you? What do you do? Why do you do it? When do you do it, and where do you do it? If you don’t answer those age-old questions of marketing, then there’s no way for the search engines really to be able to compile that information and index you correctly into their collection of literally hundreds of millions of websites well and they’re, pretty clever at that, aren’t they. I know they have certain algorithms, that these search engines use, and quite often their top secret, that Google algorithm, and sometimes it seems that people are focusing on trying to chase the algorithm rather than simply starting with the fundamentals that you talk about is who are you Targeting and and what value, what content are you going to provide? Well you’ve got that right if you’re, an expert on safe flying pigs, but your site talks about the birds and the bees.

You’Ll fall short of your goals. To be sure, I want to quickly do a Google search on flying pigs. I imagine there’s probably a website specializing in yet how about some of the specific fundamental steps that you take when you’re, providing your your search, optimization service, one or three or four fundamental steps that you offer well given the opportunity to get involved with the client early On in their process of either creating or redesigning a website, there’s a lot of things we can do before.

Even one piece of code has been written, it’s so important, especially these days that a site be built. What we called search engine friendly and what I mean when I say search engine friendly, is that a computer application such as a search engine is able to do some things, but it’s not able to do other things. So if you build a website that makes it hard for the search engine to traverse across all of your pages and your navigation and your links, then it’s not going to find all of your information.

So we get in right at the beginning with the web designers and make sure that the site is being built search. Engine friendly, for example, fret using frames, might not necessarily be a friendly thing to do absolutely frames. Overuse of flash there’s there’s a number of pitfalls to be sure, there’s literally dozens of types of code that will display a web page, but not all of them will will allow a search engine to read it.

So all these great bells and whistles might be good for holding somebody once they get there, but isn’t necessarily going to work to attract them in the first place. Exactly I mean if we’re not on the first page of Google, for what it is, we’re we’re offering our chances of being found, at least through search or slim, to none yeah. I’Ve heard quite often in studies, you may get millions of returns, but if you’re not in the top 10 or the top 20, you might as well not even be there or what? If you optimize yourself for something, you think would bring you a lot of traffic, but it’s completely irrelevant.

You find yourself getting a thousand visitors a day who have no interest in what it issue offer. People do that at more and then you would believe. After after we have a search engine friendly site design, the most important thing that can be done on the page on each page of the website is make sure that correct titles and meta descriptions are used that match the content of the site. It has to be targeted at specific search phrases that have been proven through research that you’ve done to be the way that people actually search for what it is you offer we can’t just assume.

We know how people search we have to go out and do the research as to how they actually perform the searches that they do that bring up the web sites that they’re. Looking for now. My toe tags may sound like a fairly complicated concept to people who aren’t used to actually web design web development, but it seems to me it’s one of the simplest things to do for most effective return on your efforts ago with search engines.

It’S very simple, very obvious: there are a few rules and most people completely forget about it by the time they get to that part of their web design. They’Ve spent so much time and effort coming up with good graphics and writing whatever their their information is the simplest things get missed and that’s where the opportunity lies for people who are paying attention for sure, which is all for naught if it’s not optimized, for the Searches well – and you know finally, an interesting thing about websites.

Is there never finished? So you know the final of three fundamentals that that I list for people is that always be considering that you have never-ending improvement in growth of what was originally unique content that you wrote, in other words, don’t go and steal a bunch of content from someone else And expect to do very well for the search, especially if you never go on to go back to that page and work it over even more.

So you want to think of yourself as being a contributor to the web and not just adding more noise to all of that. That’S out there it’s a never-ending process, that’s for sure, as the internet itself, and can you think of any industry that you have ever seen that it has revolutionized the marketplace so quickly is the Internet to look at? What’S happened in just the last decade? Absolutely – and you know, I would bet that people from the 30s would say that direct mail certainly change things and it did back.

Then this is nothing more and nothing less than that. It just has the ability to reach people is like nothing ever before. What is a job like for a SEO specialist? Does it give you flexible time with your online work? Does it give you free time for some of the other projects that you might be working on? Oh absolutely, but I caution people that if you don’t enjoy the work that you do, this will be drudgery like nothing else, so very specialized research and I like competing, and so those two things are what I spend the majority of my time.

Doing the writing of titles and descriptions and tweaking people’s content, so it’s congruent with that. It’S the easy part! When I worked in television and radio, we were always checking. How is our ratings, comparing with the competition from quarter-to-quarter even from day to day? Imagine you probably do the same thing with search engine optimization. Absolutely you know one of the one of part of our process with the client is that we report back to them on a regular basis, exactly how well they are competing in the marketplace.

So I’m constantly looking at that and to to an obsessive extent. I guess: do you focus on a range of search engines or do you target primarily the big one or how do you? How do you go about selecting your strategy? Well, isn’t that interesting come you know, we’ve seen the rise of Google come at the turn of the century and when they when they, when they change the way people searched at at that time, we were probably querying upwards of 20 to 30 search engines for a Client there were that many, and you can probably remember things like Lycos and hotbot all received millions of visitors a day that we’re searching on it and what we’ve seen, certainly in the last three to five years, is a closing down of that too.

At first there were, there were four majors that would be Google msn yahoo and you could say, ayo l, even though that was really just a portal for somebody else, but it had a lot of a lot of traffic at it at that time. A lot of members, it was not forget to ask jeeves write. A speech has always been a second fiddle to everybody, whether it ever will rise. You know above a percent or so of market share remains to be seen.

However, I’m a true believer that if someone can build Google in the year 2000, someone will beat Google in the year 2010. So we have got our eyes and ears out all the time. Looking at literally hundreds of beta tests of different ways of searching that are going on in the marketplace today and just in the last year or so, we’ve seen a huge explosion of what’s called social media and tagging things that have nothing to do with search engines.

But have an awful lot to do with optimizing: the information that you’re delivering the people much like we optimized for search engines and Chris Tucker. I know you’ve been doing this since 1996, that true, that’s quite a bit of evolution. You’Ve seen happening within search engines within the Internet itself and I’m sure you’re keeping a sharp eye on future trends as they come out as fast and furious.

We’Re fortunate that Chris is going to be sharing with us. A few leaks that we can take a look at of some of his optimized sites and see how their ranking in the search engines and what little tricks Chris may have been applying. Chris, it’s been a pleasure having you with us today we’re here some contact information for credits. His website is email if you’d like to discuss some of the topics of today or to get more information on its services, and thank you for joining us Chris.

Thank you for having me Steve.


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