Angie Schottmuller — Holy Grail of On-Page Conversion Optimization

Transcript

1. HOLY GRAIL OF ON-PAGE OPTIMIZATION Image source: imagesci.com Angie Schottmuller - Search Love San Diego - Sep 11, 2015 5 MUST-HAVE METRICS TO IMPROVE WEB EXPERIENCES
2. ANGIE SCHOTTMULLER Growth Marketing Advisor @aschottmuller linkedin.com/in/angieschottmuller aschottmuller@yahoo.com Top 10 of 2015 ONLINE MARKETING EXPERTS
3. :: Angie Schottmuller @aschottmuller #SearchLove #SearchLove #measure #CRO @aschottmuller TWEET THIS SESSION
4. :: Angie Schottmuller @aschottmuller #SearchLove
5. :: Angie Schottmuller @aschottmuller #SearchLove HOW’D YOU OPTIMIZE THIS PAGE? Website example: Nestle meals.com FULL PAGE:
6. KEY METRIC #1 :: Angie Schottmuller @aschottmuller #SearchLove NON-BOUNCE 5-SECOND VIEW
7. :: Angie Schottmuller @aschottmuller #SearchLove Image source: indianajones.wikia.com MEASURE BOUNCE CORRECTLY
8. :: Angie Schottmuller @aschottmuller #SearchLove Image source: gifs.icanhascheezburger.com
9. BOUNCE RATE: User enters and exits the same page WITH NO INTERACTION. :: Angie Schottmuller @aschottmuller #SearchLove Reference: http://bit.ly/gabouncerate JULY 2012
10. A LOGGED EVENT QUALIFIES AS AN "INTERACTION” i.e. Logging an event at a 5-second view time (or whatever " rst impression" time makes sense for your audience) results in Google Analytics NOT counting the visit as a bounce. :: Angie Schottmuller @aschottmuller #SearchLove Reference: http://bit.ly/gabouncerate
11. // 5-Second View Tracking (Adjusted Bounce Rate) setTimeout("ga( 'send', 'event', 'Reading', 'Viewed 5 Seconds+', 'Page: '+ location.pathname.toLowerCase() )", 5000 ); :: Angie Schottmuller @aschottmuller #SearchLove Non-Bounce Interaction CODE
12. :: Angie Schottmuller @aschottmuller #SearchLove BEFORE ABR: 70%-90% AFTER ABR: 5%-20%
13. LIVE POLL NOW… How many of you think you’re measuring bounce correctly? :: Angie Schottmuller @aschottmuller #SearchLove
14. 98% of rst-time visitors will NEVER RETURN to your site. :: Angie Schottmuller @aschottmuller #SearchLove - HubSpot 2014, How to Decrease Your Bounce Rate
15. EVERY WEB PAGE IS A PARTY. NOBODY SHOWS UP TO PUKE. :: Angie Schottmuller @aschottmuller #SearchLove
16. ACCIDENTAL CLICK :: Angie Schottmuller @aschottmuller #SearchLove BOUNCE TRIGGERS LOAD TIME FAILED EXPECTATION MATCH
17. 5-SECOND OBJECTIVE: Match Attention Hook :: Angie Schottmuller @aschottmuller #SearchLove
18. :: Angie Schottmuller @aschottmuller #SearchLove STORY: California's "Got Milk?" 2006 campaign with cookie-scented strips at bus shelters. Source: SF Chronicle. Photographer: Katy Raddatz Mmmmm.... I smell cookies!
19. :: Angie Schottmuller @aschottmuller #SearchLove SCENT TRAIL PROGRESSION FOLLOW CONFIRM ACT [FOOD EDITION]
20. } ~ Web Form Heading ü  Resource bene t one ü  Another cool bene t ü  Memorable bene t CTA FULL NAME: EMAIL: } ~ Web Form Heading ü  Resource bene t one ü  Another cool bene t ü  Memorable bene t CTA FULL NAME: EMAIL: KEYWORD :: Angie Schottmuller @aschottmuller #SearchLove SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE [MARKETING EDITION] KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
21. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove WOUND CARE EDUCATION 1 3 2 INITIATE MAINTAIN ENHANCE KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
22. 5-SECOND VIEW (NON-BOUNCE) “SCENT TRAIL” AUDIT :: Angie Schottmuller @aschottmuller #SearchLove
23. How compelling are your meta descriptions? ORGANIC PAID :: Angie Schottmuller @aschottmuller #SearchLove
24. OPTIMIZE ORGANIC SEARCH SNIPPETS LIKE YOU WOULD A PAID AD. :: Angie Schottmuller @aschottmuller #SearchLove Image credit: luxtica.com
25. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
26. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove
27. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove TITLE TAG H1 PAGE HEADING
28. :: Angie Schottmuller @aschottmuller #SearchLove AUDIT & FIX NON-MATCHES Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool Crawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited-use license $99/yr.
29. 5-SECOND VIEW (NON-BOUNCE) USABILITY TEST :: Angie Schottmuller @aschottmuller #SearchLove
30. :: Angie Schottmuller @aschottmuller #SearchLove 5-SECOND TEST
31. :: Angie Schottmuller @aschottmuller #SearchLove Byers’ LeafGuard Landing Page Website example: Byer’s LeafGuard Gutter System – Fall 2014
32. ü IDENTITY ü OFFER ü CREDIBILITY (-1, 0, +1) ü CALL TO ACTION :: Angie Schottmuller @aschottmuller #SearchLove 5-SECOND TEST:
33. :: Angie Schottmuller @aschottmuller #SearchLove 6-FOOT TEST 6 feet (1.8 m)
34. :: Angie Schottmuller @aschottmuller #SearchLove Image source: indianajones.wikia.com
35. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
36. KEY METRIC #2 :: Angie Schottmuller @aschottmuller #SearchLove “STICK” 15-SECOND VIEW
37. // 15-Second View Tracking setTimeout("ga( 'send', 'event', 'Reading', 'Viewed 15 Seconds+', 'Page: '+ location.pathname.toLowerCase() )", 15000 ); :: Angie Schottmuller @aschottmuller #SearchLove “Stick” Interaction CODE
38. 15-SECOND OBJECTIVE: Deliver on Promise :: Angie Schottmuller @aschottmuller #SearchLove Image source: indianajones.wikia.com
39. :: Angie Schottmuller @aschottmuller #SearchLove “USER IS DRUNK” TEST Video: https://youtube.com/watch?v=ZU7ylC7WeaQ - “Cocktails & Customization” Vans Website Drunk Usability Test by Three Sheets CLICK TO WATCH VIDEO
40. 15-SECOND VIEW (“STICK”) USABILITY :: Angie Schottmuller @aschottmuller #SearchLove
41. 15-SECOND VIEW (“STICK”) CLARITY :: Angie Schottmuller @aschottmuller #SearchLove
42. :: Angie Schottmuller @aschottmuller #SearchLove Image source: indianajones.wikia.com
43. Image source: enterrasolutions.com :: Angie Schottmuller @aschottmuller #SearchLove MARKETERS DEVELOPERS USER GOAL BUYING STAGE AUDIENCE TYPE LOCATION Home Page Conversion Goal = SEGMENTATION
44. :: Angie Schottmuller @aschottmuller #SearchLove ATTENTION HEATMAPS
45. :: Angie Schottmuller @aschottmuller #SearchLove BYERS’ LEAFGUARD LANDING PAGE Website example: Byer’s LeafGuard Gutter System – Fall 2014
46. :: Angie Schottmuller @aschottmuller #SearchLove Byers’ LeafGuard Landing Page Website example: Byer’s LeafGuard Gutter System – Fall 2014
47. 15-SECOND VIEW (“STICK”) VALUE PROPOSITION :: Angie Schottmuller @aschottmuller #SearchLove
48. :: Angie Schottmuller @aschottmuller #SearchLove FEATURED IMAGE STAND-OFF Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education HERO SHOT DESIGN IMAGE Woundstock - Wound Care Education Conference
49. 1.  Keyword Relevance 2.  Purpose Clarity 3.  Design Support 4.  Authenticity 5.  Added Value 6.  Desired Emotion 7.  Customer "Hero" HERO SHOT SCORECARD BRAND LOGO Offer Con dence/Urgency Booster.... [ Social Proof or Testimonial ] } ~ [ Hero Shot Featured Image ] Web Form Heading ü  Resource bene t one ü  Another cool bene t ü  Memorable bene t GET YOUR FREE CHECKLIST FULL NAME: EMAIL: Headline That Hooks Attention & Matches Ad http://bit.ly/heroshotscorecard :: Angie Schottmuller @aschottmuller #SearchLove
50. PHOTO FACTOR SCORING: -1 = Negative Potential 0 = Not Quite 1 = Somewhat 2 = Great +1 = Directional Cue :: Angie Schottmuller @aschottmuller #SearchLove Image credit: University of Wisconsin-Eau Claire, Woundstock Wound Care Education HERO SHOT SCORECARD EXAMPLE KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2 PURPOSE CLARITY. Help identify the page the page purpose/offer. 2 DESIGN SUPPORT. Support and enhance seamless ow of page design leading to the CTA. 1 AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1 ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2 DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1 CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2 = 11 SUBJECT: Hands-on Wound Care Training
51. HERO SHOT SCORECARD GRADING :: Angie Schottmuller @aschottmuller #SearchLove 13-15 LEGEND Whoa. Epic visual. Stories will be told about you for marketing eternity. Where do I sign up?! 10-12 HERO Exceptional. You humbly add value and meaning that grips emotion while making it look sooooo easy. Fans and advocates are sure to follow! 7-9 SIDEKICK Nice work. Clearly, you're getting the hang of this! Are you satisfied with mediocre, though? You're capable of so much more. Step up your game and fulfill your true ROI potential. 4-6 VIGILANTE Good attempt to help out, but you're lacking in power and authority. Drop the costume, focus on relevant value, and tap the 7 persuasive factors to help make a meaningful impact. 0-3 CIVILIAN Weak and forgettable. You either fear or doubt your powers. Be brave. Start with a story that connects with your customer's dilemma and context, then "save" (fix, improve, delight) the day! < 0 VILLAIN Ouch. Your powers are working against you. Don't deny the goodness your customer loves. Seek help before it leads to your own demise.
52. http://bit.ly/heroshotscorecard PROSPECT CLIENT YOUR PRODUCT AMAZING HERO (CHRIS PRATT) (TRAINING CLICKER) (RAPTOR TRAINER) + = :: Angie Schottmuller @aschottmuller #SearchLove
53. :: Angie Schottmuller @aschottmuller #SearchLove ...only works well as a CTA if you provide dominatrix services. - Michael Aggaard @ContentVerve, Conversion Optimization Expert SUBMIT
54. :: Angie Schottmuller @aschottmuller #SearchLove CALL TO ACTION (CTA) FORMULA I’D LIKE TO WHAT (speci c action) BECAUSE I WANT TO WHY (bene t) Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Today Save 20% OFF install, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF
55. CALL TO ACTION (CTA) FORMULA :: Angie Schottmuller @aschottmuller #SearchLove Get a LeafGuard Estimate & 20% Install Savings Get a LeafGuard Estimate Save 20% OFF today, and NEVER clean your gutters again. Call (800) 917-5323 Quick Estimate & 20% OFF I’d like to WHAT (speci c action) because I want to WHY (bene t). <WHAT “Action”> & <WHY Value/Bene t> <WHAT “Action”> <WHY Value/Bene t> <WHAT “Action”> <WHY Value/Bene t>
56. :: Angie Schottmuller @aschottmuller #SearchLove Image source: indianajones.wikia.com Companies with 30+ landing pages OFFERING CONTENT generate 7X MORE LEADS. - HubSpot Research Study
57. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove FULL PAGE BEFORE
58. WHAT + WHY :: Angie Schottmuller @aschottmuller #SearchLove
59. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove AFTER 400% COVERSION LIFT FULL PAGE
60. CLEAR THE PATH TO ACTION, VISUALLY ANSWER QUESTIONS, AND WEAVE WHAT + WHY TO OPTIMIZE “STICK.” :: Angie Schottmuller @aschottmuller #SearchLove
61. KEY METRIC #3 AND #4 Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove SCROLL BELOW THE FOLD & PAGE BOTTOM
62. SCROLL OBJECTIVE: Expose More Value :: Angie Schottmuller @aschottmuller #SearchLove
63. DESKTOP: TABLET: MOBILE: :: Angie Schottmuller @aschottmuller #SearchLove DEVICE CONTEXT & SCROLLING Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Reference: HotJar scroll heatmaps
64. SCROLL BELOW FOLD CUES :: Angie Schottmuller @aschottmuller #SearchLove
65. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove MOBILE: CASE STUDY
66. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove A B
67. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove A B
68. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training 86% NON-BOUNCE 30% SCROLL 95% NON-BOUNCE 53% SCROLL :: Angie Schottmuller @aschottmuller #SearchLove A B
69. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove 77% SCROLL LIFT A B
70. Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove 29% CONVERSION LIFT A B
71. SCROLL BELOW FOLD JUMP :: Angie Schottmuller @aschottmuller #SearchLove
72. Website example: Byer’s LeafGuard Gutter System – Fall 2014 JUMP TO the FORM :: Angie Schottmuller @aschottmuller #SearchLove
73. Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
74. Website example: Red Wing Shoes - Spring Sale 2015 :: Angie Schottmuller @aschottmuller #SearchLove
75. BE MINDFUL OF THUMB REACH Image reference: forbes.com :: Angie Schottmuller @aschottmuller #SearchLove iPhone 5 iPhone 6
76. :: Angie Schottmuller @aschottmuller #SearchLove “Phablets” add more complication… Image source: scmp.com
77. :: Angie Schottmuller @aschottmuller #SearchLove Website example: Red Wing Shoes - Spring Sale 2015 iPhone 5 iPhone 6 iPhone 5 iPhone 6
78. :: Angie Schottmuller @aschottmuller #SearchLove Website example: Red Wing Shoes - Spring Sale 2015 iPhone 5 iPhone 6 iPhone 5 iPhone 6
79. SCROLL BELOW FOLD “FOLD” INSIGHTS :: Angie Schottmuller @aschottmuller #SearchLove
80. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
81. KEY METRIC #5 Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller #SearchLove CLICK EVENTS
82. USER GOALS What does the user want to accomplish? REEVALUATE GOALS BUSINESS GOALS What does the business want to accomplish? :: Angie Schottmuller @aschottmuller #SearchLove
83. :: Angie Schottmuller @aschottmuller #SearchLove BUSINESS GOALS What does the business want to accomplish? USER GOALS What does the user want to accomplish?
84. What SPECIFIC DATA do web visitors need to make a good decision? How can I make consumption of that data into a MEASURABLE ACTION? :: Angie Schottmuller @aschottmuller #SearchLove ASSESSMENT: 1 2
85. What SPECIFIC DATA do web visitors need to make a good decision? How can I make consumption of that data into a MEASURABLE ACTION? :: Angie Schottmuller @aschottmuller #SearchLove ASSESSMENT: 1 2 Seriously. This is huge. WRITE IT DOWN.
86. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove
87. Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller #SearchLove
88. Website example: cars.com :: Angie Schottmuller @aschottmuller #SearchLove TABS !?! (CLICKS UNLIKELY MEASURED)
89. TABS ARE THE ARMPIT OF WEB CONTENT. THEY’RE NOT ATTRACTIVE AND NOBODY WANTS TO GO THERE. :: Angie Schottmuller @aschottmuller #SearchLove
90. :: Angie Schottmuller @aschottmuller #SearchLove Top User Actions = Tracked Events = Goals "Did you nd what you were looking for?" "What was your reason for visiting today?"
91. :: Angie Schottmuller @aschottmuller #SearchLove YOU CAN’T OPTIMIZE WHAT YOU DON’T MEASURE.
92. CLICK TRACKING OPTIMIZATION CLICK-TO-CALL :: Angie Schottmuller @aschottmuller #SearchLove
93. 61% of mobile users CALL after a local business search. Source: Google - The Mobile Movement Study, 2011 :: Angie Schottmuller @aschottmuller #SearchLove
94. Get a LeafGuard Estimate & 20% Install Savings Website example: Byer’s LeafGuard Gutter System – Fall 2014 Choose ONLY 1 PRIMARY call-to-action. :: Angie Schottmuller @aschottmuller #SearchLove Call (800) 977-5323 Quick Estimate & 20% OFF Open ‘til 4pm TODAY M-F, 8am – 4pm CT
95. Call (800) 977-5323 Quick Estimate & 20% OFF Open ‘til 4pm TODAY M-F, 8am – 4pm CT Click-to-Call (CTC) Website example: Byer’s LeafGuard Gutter System – Fall 2014 HTML Example:! <a href="tel:+18009775323" class="clicktocall">Call (800) 977-5323 <span>Quick Estimate &amp; 20% OFF</span></a>! :: Angie Schottmuller @aschottmuller #SearchLove Hours: Mon-Fri, 8am - 4pm CT Call (800) 977-5323 Quick Estimate & 20% OFF
96. Call (800) 977-5323 Quick Estimate & 20% OFF Open ‘til 4pm TODAY M-F, 8am – 4pm CT Click-to-Call (CTC) Website example: Byer’s LeafGuard Gutter System – Fall 2014 Hours: Mon-Fri, 8am - 4pm CT :: Angie Schottmuller @aschottmuller #SearchLove Call (800) 977-5323 Quick Estimate & 20% OFF
97. CLICK TRACKING OPTIMIZATION “NON-CLICKABLE” :: Angie Schottmuller @aschottmuller #SearchLove
98. Website example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #SearchLove MOBILE: CASE STUDY
99. DESKTOP: TABLET: MOBILE: Heatmap “Non-Clickable” Audit Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar heatmap analytics :: Angie Schottmuller @aschottmuller #SearchLove
100. Device Context & User Interest Website example: University of Wisconsin-Eau Claire, Ethics & Boundaries Training. Hotjar heatmap analytics DESKTOP: TABLET: MOBILE: :: Angie Schottmuller @aschottmuller #SearchLove
101. DON’T ASSUME. LEVERAGE DATA FOR GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
102. 5 CRITICAL UX METRICS RECAP :: Angie Schottmuller @aschottmuller #SearchLove
103. :: Angie Schottmuller @aschottmuller #SearchLove UX Event Tracking Snapshot EVENT CATEGORY Reading Reading Reading Reading Interaction EVENT ACTION Viewed 5 Seconds+ Viewed 15 Seconds+ Scroll Below Fold Scroll to Bottom Jump to <hash ID> from #<source ID> EVENT LABEL Page: <__> Page: <__> Page: <__>; Fold Height: <__>px; Scroll Started: <__>s Page: <__>; Top-to-Bottom: <__>s; Fold-to-Bottom: <__>s Page: <__> EVENT VALUE (#) <Browser Screen (Fold) Height> <TotalTime> NON INTER- ACTION 1 1
104. GA EVENT TRACKING FOR CRO: http://bit.ly/gaeventtrackingforcro INCLUDES: ü ADJUSTED BOUNCE RATE & “STICK” Viewed 3, 5, and 15 seconds+ ü SCROLLING beyond fold (relative to device), page bottom ü DYNAMIC CLICK TRACKING tabs, jump-to buttons/links, le downloads, click-to-call ph# [tel:], email [mailto:] , and external domain links :: Angie Schottmuller @aschottmuller #SearchLove
105. :: Angie Schottmuller @aschottmuller #SearchLove DASHBOARD: http://bit.ly/conversionsgadashboard
106. Landing Page UX Conversion Flow: Non-Bounce Æ Stick 15s Æ Scroll Below Fold Æ Scroll to Bottom CUSTOM REPORT: http://bit.ly/gareportpageux ow Note: Goal ow is NOT sequential.. **Con gure goals for respective event actions using Goal Set 2 (Goals # 6-9) to align with this report. :: Angie Schottmuller @aschottmuller #SearchLove
107. “If a metric won't change the way you behave, then it’s a BAD metric.” ~ Ben Yoskovitz @byosko, Author, "Lean Analytics” :: Angie Schottmuller @aschottmuller #SearchLove
108. ü BOUNCE rate is a critical UX KPI ü Use “what + why” to lure STICK ü “The FOLD” is very real ü Track decision-making data as clickable actions :: Angie Schottmuller @aschottmuller #SearchLove KEY TAKEAWAYS
109. GOOD DATA. GOOD DECISIONS. :: Angie Schottmuller @aschottmuller #SearchLove
110. If you must ASSUME, for the sake of “u” and “me”, at least make it productive… :: Angie Schottmuller @aschottmuller #SearchLove
111. :: Angie Schottmuller @aschottmuller #SearchLove ‘TEAM IS DRUNK’ TEST COMING SOON
112. :: Angie Schottmuller @aschottmuller #SearchLove QUESTIONS? ANGIE SCHOTTMULLER Growth Marketing Advisor Ÿ aschottmuller@yahoo.com Ÿ @aschottmuller Contact me for a consultation or training workshop! http://bit.ly/gaeventtrackingforcro http://bit.ly/heroshotscorecard