1 November 2008 CONVERSION MARKETING Fall 2008 Mary Lou Roberts 1

2 November 2008 THE BASIC STRATEGIES Mary Lou Roberts Retention Conversion Acquisition

3 November 2008 DIRECT MARKETING LEAD PROCESS Generate Leads Qualify Leads Distribute Leads Follow Up to Convert

4 November 2008 QUALIFYING LEADS D esire A uthority M oney N eed Mary Lou Roberts 4

5 November 2008 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 2008 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 2008 WEBSITE OPTIMIZER –BROAD PERSPECTIVE

8 November 2008 THE CONVERSION PROCESS

9 November 2008 SALES CONVERSION Mary Lou Roberts 9

10 November 2008 MEDIA FOR GENERATION/CONVERSION Mary Lou Roberts 10

11 November 2008 FUNNEL OR SPIDER? Mary Lou Roberts 11

12 November 2008 OR SPAGHETTI?

13 November

14 November 2008 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 14

15 November 2008 CONVERSION RATES VARY BY... Conversion Rates Avg. 1.9% Varied – 1.2 to 3.9% (traffic)

16 November 2008 THREE KEY ISSUES  The Landing Page  Conversion Paths  Conversion Scenarios Mary Lou Roberts 16

17 November 2008 LANDING PAGES

18 November 2008 MARKETING SHERPA 2008

19 November 2008 LANDING PAGE OBJECTIVES

20 November 2008 BEST PRACTICES – LANDING PP

21 November 2008 Whatever the Source of the Lead It Is a Mistake To Simply Dump Visitors on the Home Page Mary Lou Roberts 21

22 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 22

23 November 2008 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

24 November 2008 Video Landing Page Counter Card Video “Repurposed” on Site a--Optio_Z10/reqID /subsection--optio

25 November 2008 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

26 November 2008 RICH MEDIA LANDING PAGES

27 November 2008 CONVERSION PATHS & SCENARIOS

28 November 2008 USE METRICS > MAP PATHS THROUGH SITE Mary Lou Roberts 28 The Anatomy of a Conversion Path Anna Talerico Executive Vice President ion interactive

29 November 2008 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 29 “What Exactly is a Conversion Scenario” and other articles on persuasion architecture by Bryan Eisenberg

30 November 2008 CREATE PERSONAS

31 November 2008 BEST PRACTICES - CONVERSION

32 November 2008 DEFINING 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 Address  A First-Time Sale?  A Loyal Customer? Mary Lou Roberts 32

33 November 2008 CONVERSION RESOURCES   Direct Marketing > Chapter 11 Business to Business   GrokDotCom  Market Motive, new premium service  Web Sales with a Human Touch  Mary Lou Roberts 33