1 November 2009 CONVERSION MARKETING Fall 2009 Mary Lou Roberts 1

2 November 2009 THE BASIC STRATEGIES Mary Lou Roberts Retention Conversion Acquisition

3 November 2009 DIRECT MARKETING LEAD PROCESS Generate Leads Qualify Leads Distribute Leads Follow Up to Convert

4 November 2009 QUALIFYING LEADS D esire A uthority M oney N eed Mary Lou Roberts 4

5 November 2009 DISTRIBUTION, 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” Mary Lou Roberts 5

6 November 2009 CONVERSION ON THE INTERNET  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? Mary Lou Roberts 6 It’s All Of The Above AND ALL CAN BE MEASURED

7 November 2009 THE CHALLENGES

8 November 2009 THE COSTS  In its “Cost-per-Lead Advertising Data Report,” Pontiflex defines basic data as information such as a user’s first name, last name, address and postal address. Premium fields include more detailed data such as telephone numbers, social networking usernames, and custom questions.Cost-per-Lead Advertising Data Report per-lead-figures-vary-by-vertical-10384/

9 November 2009 WEBSITE OPTIMIZER –BROAD PERSPECTIVE

10 November 2009 THE CONVERSION PROCESS

11 November /

12 November 2009 SALES CONVERSION Mary Lou Roberts 12

13 November 2009 MEDIA FOR GENERATION/CONVERSION Mary Lou Roberts 13

14 November 2009 FUNNEL OR SPIDER? Mary Lou Roberts 14

15 November 2009 OR SPAGHETTI?

16 November Minutes—Good!

17 November 2009 ONLINE CONVERSION RATES  Recent MarketingSherpa Study (quoted bysilverPOP)  Conversion rates 5.67 to for FREE Offers  Ranged from 5.67 to 7.63 for E-Commerce Campaigns  Overall Conversion Lower  Peppers & Rogers: Making Every Interaction Count Mary Lou Roberts 17

18 November 2009 Landing PageConversion Long Checkout 0.26% Short Checkout 1.04% Increase300% Landing PageConversion Original.80% Optimized 1.32% Increase65% Original 0.60% Optimized 1.06% Increase77% SAMPLES - LANDING PAGES TESTS Landing PageConversion Original19.76% Optimized24.83% Increase26%

19 November 2009 CONVERSION KILLERS  1. Lack of clarity…answer these questions in 5 seconds…  Where am I?  What can I do here?  Why should I do it  2. Undisciplined eye-path  Direct the eye-path on your landing page using size, color, shape, position and motion  3. Insufficient value promise  Not enough reason to click  4. Excessive friction  5. Key elements of landing page eyepath: Size, color, motion, shape, position Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin TEST! TEST! TEST!

20 November 2009 FRICTION ON LANDING PAGES With 4 good case studies!

21 November 2009 THREE KEY ISSUES  The Landing Page  Conversion Paths  Conversion Scenarios Mary Lou Roberts 21

22 November 2009 LANDING PAGES

23 November 2009 MARKETING SHERPA 2008

24 November 2009 LANDING PAGE OBJECTIVES

25 November 2009 BEST PRACTICES – LANDING PP

26 November 2009 Whatever the Source of the Lead It Is a Mistake To Simply Dump Visitors on the Home Page Mary Lou Roberts 26

27 November > LANDING PAGE STUDY  Match Copy to Landing Page  Especially the Call to Action  Same Look and Feel as the  Ask Only Essential Questions  Navigation Bar May Distract from Conversion  Avoid Need to Scroll (Short Copy) Mary Lou Roberts 27

28 November 2009 VIDEO LANDING PAGE STUDY Pentax Camera with Facial Recognition  Create Interest and Enthusiasm  Drive People to Dealers Incorporate Video into Landing Page  Create Landing Page  Banners (2 sizes) on Previously-Used/Tested Sites POP Materials to Drive People To Site Consumers Could Win an SUV Each Dealer Salesperson Who Sold a Camera Could Enter Another SUV Contest

29 November 2009 Video Landing Page Counter Card Video “Repurposed” on Site a--Optio_Z10/reqID /subsection--optio

30 November 2009 RESULTS – 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

31 November 2009 RICH MEDIA LANDING PAGES

32 November 2009 CONVERSION PATHS & SCENARIOS

33 November 2009 USE METRICS > MAP PATHS THROUGH SITE Mary Lou Roberts 33 The Anatomy of a Conversion Path Anna Talerico Executive Vice President ion interactive

34 November 2009 BUILD 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 Mary Lou Roberts 34 “What Exactly is a Conversion Scenario” and other articles on persuasion architecture by Bryan Eisenberg

35 November 2009 CREATE PERSONAS

36 November 2009 BEST PRACTICES - CONVERSION

37 November 2009 DEFINING CONVERSION- REDUX  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 Address  A First-Time Sale?  A Loyal Customer? Mary Lou Roberts 37

38 November 2009 CONVERSION RESOURCES   Direct Marketing > Chapter 11 Business to Business   GrokDotCom  Market Motive, new premium service  (includes paid courses) Web Sales with a Human Touch  Landing Page Portfolio / Mary Lou Roberts 38