Website Conversion: How to Turn More Visitors into Customers

Transcription

1 Website Conversion: How to Turn More Visitors into Customers Presented by Monica Valdez Search Visibility Manager Amadeus Consulting

2 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

3 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 effective?

4 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 ongoing 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 business goals

5 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 User Engagement, Account Lifespan, Revenue Per Acquisition

6 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 month in revenue or $180,000 annually.

7 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 conversion rates - you ll need to pay someone to do the work.

8 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 Increasing the value of your conversions

9 $ Spend/Revenue Marketing Spend Incremental improvements across all three areas will have a huge, measurable impact on your business Marketing Spend Revenue/ROI Time

10 Client Example: Conversion Process Flow Marketing Activities Aimed at Driving New Traffic: Increase Search Traffic (SEO, PPC) Increase Referral Traffic (Partners, Inbound Links, Blogs, ) Increase Direct Traffic (Word-of-Mouth, Refer-a- Friend Programs) Enhancement that encourage Registration and Confirmation Conversions Increase conversion from registration to confirmation by implementing guest account functionality Address user experience for sign-up process 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)

11 IMPLEMENTATION HARD EASY Marketing Activity Prioritization Prioritize activities by ease of Implementation vs. Impact HI IMPACT LOW Example Activities: Search Engine Optimization PPC Advertising Landing Page Optimization Social Media Marketing Advanced User Tracking & Analytics Usability/User Experience Segmentation/Advanced Targeting

12 Be Your Own Model For Success: Analyze Understand your conversion pipeline and it s inputs and outputs for each step. Create a feedback loop 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

13 Resources & Tools Learn more about Conversion Optimization Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash. Amadeus Consulting Blog - Search Visibility Insights Learn more about Online Marketing Articles, News, Newsletters on Search Visibility: Keyword Research Tools Rank Checkers and other cool SEO tools

14 Questions?