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November 2008

CONVERSION MARKETINGCONVERSION MARKETING

Fall 2008Fall 2008

Mary Lou Roberts 1

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November 2008

THE BASIC STRATEGIESTHE BASIC STRATEGIES

Mary Lou Roberts

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November 2008

DIRECT MARKETING LEAD DIRECT MARKETING LEAD PROCESSPROCESS

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November 2008

QUALIFYING LEADSQUALIFYING LEADS

DD esire esire

A A uthority uthority

MM oney oney

NN eed eed

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November 2008

DISTRIBUTION, FOLLOW-UPDISTRIBUTION, FOLLOW-UP

Timing and Value of Lead Determines:

“Hot Prospects” to Field Sales to Close

Others to Combination of Personal/Non-

Personal Media

Until Value/Timing Warrants Becoming “Hot

Prospect”

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November 2008

CONVERSION ON THE CONVERSION ON THE INTERNETINTERNET

Is It Click-Through From Online Ad

That Brings Prospect to Web Site? Register/ Capture Data – Begin Dialog

Is It Making a Purchase on the Site? Now or at a Future Time?

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It’s All Of The AboveAND ALL CAN BE MEASURED

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November 2008

WEBSITE OPTIMIZER –BROAD WEBSITE OPTIMIZER –BROAD PERSPECTIVEPERSPECTIVE

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November 2008

THE CONVERSION THE CONVERSION PROCESSPROCESS

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November 2008

SALES CONVERSIONSALES CONVERSION

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www.omniture.com

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November 2008

MEDIA FOR MEDIA FOR GENERATION/CONVERSIONGENERATION/CONVERSION

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November 2008

FUNNEL OR SPIDER?FUNNEL OR SPIDER?

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November 2008

OR SPAGHETTI?OR SPAGHETTI?

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November 2008

http://www.omniture.com/modules/videoplayer/webinar/12

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November 2008

ONLINE CONVERSION ONLINE CONVERSION RATESRATES

Recent MarketingSherpa Study (quoted

bysilverPOP)

Conversion rates 5.67 to 11.31 for FREE Offers

Ranged from 5.67 to 7.63 for E-Commerce Campaigns

Overall Conversion Lower Peppers & Rogers: Making Every

Interaction Count

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November 2008

CONVERSION RATES VARY CONVERSION RATES VARY BY. . .BY. . .

Conversion Rates Avg. 1.9%Varied – 1.2 to 3.9% (traffic)

http://www.engineready.com/company/industrystudy/index.html

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November 2008

THREE KEY ISSUESTHREE KEY ISSUES

The Landing Page

Conversion Paths

Conversion Scenarios

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November 2008

LANDING PAGESLANDING PAGES

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November 2008

MARKETING SHERPA 2008MARKETING SHERPA 2008

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November 2008

LANDING PAGE OBJECTIVESLANDING PAGE OBJECTIVES

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November 2008

BEST PRACTICES – LANDING BEST PRACTICES – LANDING PPPP

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November 2008

Whatever the Source of the Whatever the Source of the

LeadLead

It Is a Mistake It Is a Mistake

To Simply Dump Visitors To Simply Dump Visitors

on the Home Pageon the Home Page

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November 2008

EMAIL > LANDING PAGE EMAIL > LANDING PAGE STUDY STUDY

Match E-Mail Copy to Landing Page Especially the Call to Action

Same Look and Feel as the E-Mail Ask Only Essential Questions Navigation Bar May Distract from

Conversion Avoid Need to Scroll (Short Copy)

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November 2008

VIDEO LANDING PAGE VIDEO LANDING PAGE STUDYSTUDY

Pentax Camera with Facial Recognition Create Interest and Enthusiasm Drive People to DealersIncorporate Video into Landing Page Create Landing Page Banners (2 sizes) on

Previously-Used/Tested Sites

POP Materials to Drive People To SiteConsumers Could Win an SUVEach Dealer Salesperson Who Sold a Camera

Could Enter Another SUV Contest

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November 2008

Video Landing Page

Counter Card

Video “Repurposed” on Sitehttp://www.pentaximaging.com/products/product_details/digital_camera--Optio_Z10/reqID--10137993/subsection--optio

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November 2008

RESULTS – VP MARCOMRESULTS – VP MARCOM

“We didn’t have any cameras left over. We sold out. . .Simply, this campaign created more enthusiasm than what we had seen before.”

Here is a breakdown of the stats:- 14,815 unique viewers watched the video in the first month alone. - Viewers watched 71.2% of the clip on average. - 87% of the video viewers registered for the contest.

“The banners worked. They seemed to drive people to the video, and I certainly think adding the prize of the Cruiser helped convince more people to take a look.”Marketing Sherpa, March 5, 2008

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November 2008

RICH MEDIA LANDING RICH MEDIA LANDING PAGESPAGES

http://www.ioninteractive.com/liveball-saas-platform-tour/

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November 2008

CONVERSION PATHS & SCENARIOSCONVERSION PATHS & SCENARIOS

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November 2008

USE METRICS > MAP PATHS USE METRICS > MAP PATHS THROUGH SITETHROUGH SITE

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The Anatomy of a Conversion PathAnna TalericoExecutive Vice Presidention interactive

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November 2008

BUILD SCENARIOSBUILD SCENARIOS

Impression Point > Where Attention Attracted

Entry Point > Where Enters Funnel Points of Resolution > Answers

Questions Relevant to Purchase Way Points > Provides Info. Necessary

for Purchase Conversion Beacon > Step Required to

Accomplish Task Conversion Point > Confirm That Task

Has Been Completed

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“What Exactly is a Conversion Scenario”and other articles on persuasion architecture byBryan Eisenbergwww.GrokDotCom.com

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November 2008

CREATE PERSONASCREATE PERSONAS

http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document

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November 2008

BEST PRACTICES - BEST PRACTICES - CONVERSIONCONVERSION

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November 2008

DEFINING CONVERSIONDEFINING CONVERSION

There May Be Multiple Conversion Points

Better Stated: There May Be Many Steps On the Path to Conversion Need to Measure/Influence Them All

Each Enterprise Must Define Conversion Itself Request for Information/Capture Email Address

A First-Time Sale?

A Loyal Customer?

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November 2008

CONVERSION RESOURCESCONVERSION RESOURCES

www.marylouroberts.info Direct Marketing > Chapter 11 Business to

Business http://www.olgassociation.org/index.php

GrokDotCom http://www.grokdotcom.com/ Market Motive, new premium service

http://www.marketmotive.com/ Web Sales with a Human Touch http://www.strategy-business.com/media/file/enews-10-

30-08.pdf

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