This is coverage of the session “copywriting for conversion” at A4U Expo. The session was run by Dr Karl Blanks from Conversion Rate Experts.
Proven strategies to increase sales
Step 1: Become able to sell the product face to face
Know how to take that information and apply it to the website. Speak with real sales people understand the questions that your customers ask. Make sure you address most of the key questions. … Continue Reading
Google has announced that as of yesterday (August 24) all Google Analytics accounts will have Multi-Channel Conversion Funnel reports available. Previously available to only a limited amount of accounts, Google has now decided to roll out this feature for all users in the new version of Google Analytics.
Below is a short video from Google explaining what these Multi-Channel Funnel reports are:
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Many of our readers here on State of Search are online marketing consultants, (in-house) SEO’s, web analytics report monkeys (face it) or evangelists - or are one way or another dealing with client – agency relationships when working on online campaigns. Hopefully this post will help you get some more ideas on how to get better results in your effort on optimizing campaigns by working closely with your client.
Once you have done all the best you can to try and attract more traffic to your (clients) website and have done some testing to increase the conversion rate you still want to get even better results. Hopefully this post will be able to look at often overlooked ways on how to do so. … Continue Reading
First up, an apology. This is less of a informative post and more of an open-ended question to all marketers, and not necessarily for just those that focus on online or search marketing. I’m looking at brand, budget, media and ROI. And testing. Lots of testing.
Being an SEO at OMD, a full service media agency born from a purely offline media buying and planning service, for the past 11 months has been an eye-opening experience. Only half the people in the agency work in “digital”, so getting down on a campaign level as far as ”search” or even more granualar “SEO” can be tricky. I hold my hands up, I understand next to nothing about how offline or “above the line” marketing works. It’s too easy to become siloed and work almost completely separately. You get so used to assuming that my link building has no relation to their outdoor advertising that integration is something that needs hard hard work, daily hard work, in order to make it happen. … Continue Reading
The graveyard session was possibly the best of the day with a challenge in actual SEO.
Rob started the session with the motive of having the session. 4 SEOs proving that the stuff they do actually works. The challenge was to take a website not ranking within the first 5 pages and to get it to rank within 3 months. They couldn’t risk any other blackhat tactics.
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An entire show dedicated to conversion optimization, a topic which deserves much more attention than just one show to be honest. But the show Bas and Roy did with Stephen Pavlovich is one to download and store on your computer for later reference. With conversion expert Stephen they got into the details of the trade. After the show had been kicked of with a discussion online a day earlier the talk went flying on from the start with many different parts of conversion optimization adressed.
The shownotes are below.
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Tomorrow on the State of Search radioshow Bas and Roy will have Stephen Pavlovich as their guest on the show. Stephen Pavlovich is one of Europe’s most respected conversion experts around. He started his company Conversion Factory in 2007 and has since been very successful. To see what he is all up to check his blog on his own site and he recently wrote a great post on conversion optimization over at SEOMoz: The Definitive How-To Guide For Conversion Rate Optimization. We also interviewed him this summer!
In the show tomorrow, which will be aired live on webmasterradio.fm (8pm European time, which is 7 in the UK, and in the US it’s at 2pm on the East Coast and 11am on the West Coast, join us in the chat room!), we will adress the topic of conversion optimization.
There is off course the opportunity to ask questions or put in statements in the chat room, but we want to start the discussion early here today already by opening up the floor for your opinions and questions. We will do that by putting in a statement:
Karl Blanks from conversion rate experts started by saying don’t just whack a whole lot of best practises into your site.
Most common conversion killers:
• They aren’t in shopping mode – they are just browsing. Integrate them into your community. Offer free reports, create a forum
• Fatal distraction – you get interrupted a lot of the time. So many shopping visits are interrupted so get their email address sooner rather than later.
• They don’t believe your company or product are very good – establish trust by association. Media mentions, expert reviews, customer testimonials, celebrity associations
• Prospect defers decision – emphasise scarcity incorporate rolling offers
• Competitor gets the sale – niching, emphasise that you’re a specialist
conversion-killers-and-usability-pitfalls-conversion-conference-london/#more-4098″ class=”more-link”>… Continue Reading
Sandra Niehaus from closed loop marketing started by saying you need to focus on credibility in the B2B space. Clarity and call to action are equally important.
First impressions matter, the choice is made in 1/20th of a second. 75 % of people make judgements on the brand based on the design quality. (Source BJ Fogg, Guidelines for Web Credibility).
Make sure that your traffic is landing on the correct page with the correct intent, this will help drive better traffic to the optimised landing page. Landing pages should be customised based on their PPC phrase. Start with a few landing pages then roll out to the rest of the site. Show the audience that you hear them and are responding relevantly.
Mini-site vs layered landing page : the layered landing page increased conversion rate by 20% from Google traffic.
Ensure that your calls to action are above the fold and that yu have many iterations of it. … Continue Reading
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