stephen pavlovich, outconvert your competitors and steal their affiliates
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Outconvert Your Competitors and Steal Their Affiliates
Conversion Rate Optimisation in Travel
Stephen Pavlovich
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Share a strategy for conversion optimisation that’s specific to travel
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Who are you and why should I care? Working in partnership with Ayima (SEO), we
helped one client grow from $1bn to $2bn in 12 months
Clients range from startups to £5bn/yr web giants Add 20%-100%+ to their conversion rate
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Conversion optimisation can
Unlock unprofitable PPC campaigns, making your PPC campaigns more profitable than ever.
Let you steal your competitors’ affiliates. Increase your market share rapidly.
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Stephen Pavlovich | 13 March 2012 | @conversionfac
When is a 20% increase worth more than 20%?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
This it just an example. It didn’t really happen. +20%
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Old booking page New booking page
Searches/mo 10,000 10,000
Conversion rate 2% 2.4%
ROI +50% +60%
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Old booking page New booking page
Searches/mo 10,000 10,000
Conversion rate 2% 2.4%
ROI +50% +60%
Option A: Keep the same spend and increase profit
Option B: Increase spend and increase market share
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Stephen Pavlovich | 13 March 2012 | @conversionfac
What about unprofitable keywords?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Old booking page New booking page
Searches/mo 100,000 100,000
Conversion rate 1% 1.2%
ROI –10% +8%
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Old booking page New booking page
Searches/mo 100,000 100,000
Conversion rate 1% 1.2%
ROI –10% +8%
Option B: Acquire significantly more traffic
(and market share)
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Conversion optimisation can deliver rapid increases
in market share
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Why conversion optimisation is different in travel
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying processAwareness
Consideration
Purchase
They want to solve a problem
“I want to keep my iPad shiny.”
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying process
They look at possible
solutions
Awareness
Consideration
Purchase
“This one has 567 ***** reviews.”
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying process
They buy a solution (and
evaluate)
Awareness
Consideration
Purchase
“It’s actually pretty flimsy.”
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Stephen Pavlovich | 13 March 2012 | @conversionfac
The traditional marketer’s buying process
Awareness
Consideration
Purchase
Process can last one session (impulse purchase)
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Stephen Pavlovich | 13 March 2012 | @conversionfac
The traditional marketer’s buying process
Awareness
Consideration
Purchase
Process can last one session (impulse purchase)
…or several sessions lasting weeks (complex purchase)
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Don’t do this…
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Stephen Pavlovich | 13 March 2012 | @conversionfac
This isn’t a buying processSEO/PPC
Visit
Conversion
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Let’s use a holiday booking as an example
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying process for booking a holiday
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying process for booking a holiday
Get destination ideas
What’s the weather like?
Can we afford it?
When can we go?
What are the hotels like?
How long for?
Do we hire a car?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying process for booking a holiday
The whole process can take several
weeks, across
multiple computers,
involving multiple people.
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Buying process for booking a holiday
…Just as you would
use different KWs to
target each phase, so
should you use
different conversion strategies.
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Your conversion strategy must cover
the whole decision process
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Develop a strategy for these areas
Immediate
Session
Between
sessions
Conversion
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Immediate
Immediate
Session
Between
sessions
Conversion
Relevance Is this what I was looking for?Trust Do I trust the website and company?Appeal What’s the motivation to continue?Urgency Why should I do this now?Objections What would stop me continuing?Action What should I do next?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
RelevanceTrustAppealUrgencyObjectionsAction
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Session
Immediate
Session
Between
sessions
Conversion
Usability Is this website easy to use? Does it “make me think”?
Persuasion Why should I book with them instead of a competitor?
Action What do I do next? What if I’m not ready to book?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
#1 Choice killsyour conversion rate
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Too much choice can be a bad thing
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
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Stephen Pavlovich | 13 March 2012 | @conversionfac
#1 Choice killsNarrow down all choices
(including navigation elements)
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Stephen Pavlovich | 13 March 2012 | @conversionfac
#2 Make your benefits powerful
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Simple No marketing bullshit
Unexpected Will it get my attention?
Concrete Is it grounded in facts?
Credible Is it believable?
Emotional Is it relevant?
Stories Is it backed up with a testimonial?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Simple
Unexpected Concrete
Credible
Emotional Stories?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Link the statements to modal windows with more information about the benefit.
Make the overlays stick.
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Stephen Pavlovich | 13 March 2012 | @conversionfac
#2 Make your benefits memorable
and sticky
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Stephen Pavlovich | 13 March 2012 | @conversionfac
#3 Bridge the gap
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Bridge the gap
Immediate
Session
Between
sessions
Conversion
Email Capture the visitor’s email, then contact them with relevant emails
Retarget Use advertising specific to the visitor to bring them back
Memory Continue to reinforce the key benefits of your brand
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
What’s a lead passenger?
Is there a fee for paying with a credit card?
Why should I book with you?
I need to doublecheck the dates.
Is there enough money on my credit card?
What happened to that £10 deposit?
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Move the email field up the page and capture inputs
with AJAX.
Or split the form across two pages.
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
An easy way to track competitors’
email marketing…
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Stephen Pavlovich | 13 March 2012 | @conversionfac
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Stephen Pavlovich | 13 March 2012 | @conversionfac
You’ll have an Evernote email address. Eg [email protected]
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Stephen Pavlovich | 13 March 2012 | @conversionfac
You’ll have an Evernote email address. Eg [email protected]
Then set up your mail client to autoforward newsletters/abandoned basket emails/price alerts
from your competitors to Evernote.
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Stephen Pavlovich | 13 March 2012 | @conversionfac
#3 Bridge the gapDon’t rely on visitors remembering you.
Get their email by saving their search, giving price alerts, free
guides…
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Stephen Pavlovich | 13 March 2012 | @conversionfac
Key points
Conversion optimisation is essential to increasing your market share.
If you aren’t, your competitors are already stealing the advantage.
Is your site optimised for immediate, session and between session engagements?
How well are you overcoming choice paralysis, providing clear benefits and bridging the gap?