1. 1 November 2009 CONVERSION MARKETING Fall 2009 Mary Lou Roberts 1

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

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

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

5. 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. 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. 7 November 2009 THE CHALLENGES

8. 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, e-mail 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 http://www.marketingcharts.com/direct/cost- per-lead-figures-vary-by-vertical-10384/

9. 9 November 2009 WEBSITE OPTIMIZER –BROAD PERSPECTIVE

10. 10 November 2009 THE CONVERSION PROCESS

11. 11 November 2009 http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management /

12. 12 November 2009 SALES CONVERSION Mary Lou Roberts 12 www.omniture.com

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

14. 14 November 2009 FUNNEL OR SPIDER? Mary Lou Roberts 14

15. 15 November 2009 OR SPAGHETTI?

16. 16 November 2009 http://www.omniture.com/modules/videoplayer/webinar/12 8 Minutes—Good!

17. 17 November 2009 ONLINE CONVERSION RATES  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 Mary Lou Roberts 17

18. 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% http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

19. 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 1. 6. Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin TEST! TEST! TEST!

20. 20 November 2009 FRICTION ON LANDING PAGES http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html With 4 good case studies!

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

22. 22 November 2009 LANDING PAGES

23. 23 November 2009 MARKETING SHERPA 2008

24. 24 November 2009 LANDING PAGE OBJECTIVES

25. 25 November 2009 BEST PRACTICES – LANDING PP

26. 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. 27 November 2009 EMAIL > LANDING PAGE 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) Mary Lou Roberts 27

28. 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. 29 November 2009 Video Landing Page Counter Card Video “Repurposed” on Site http://www.pentaximaging.com/products/product_details/digital_camer a--Optio_Z10/reqID--10137993/subsection--optio

30. 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. 31 November 2009 RICH MEDIA LANDING PAGES http://www.ioninteractive.com/liveball-saas-platform-tour/

32. 32 November 2009 CONVERSION PATHS & SCENARIOS

33. 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. 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 www.GrokDotCom.com

35. 35 November 2009 CREATE PERSONAS http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document

36. 36 November 2009 BEST PRACTICES - CONVERSION

37. 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 Email Address  A First-Time Sale?  A Loyal Customer? Mary Lou Roberts 37

38. 38 November 2009 CONVERSION RESOURCES  www.marylouroberts.info www.marylouroberts.info  Direct Marketing > Chapter 11 Business to Business  http://www.olgassociation.org/index.php http://www.olgassociation.org/index.php  GrokDotCom http://www.grokdotcom.com/ http://www.grokdotcom.com/  Market Motive, new premium service  http://www.marketmotive.com/ (includes paid courses) http://www.marketmotive.com/ Web Sales with a Human Touch  http://www.strategy-business.com/media/file/enews-10-30-08.pdf http://www.strategy-business.com/media/file/enews-10-30-08.pdf Landing Page Portfolio http://www.ioninteractive.com/portfolio/ http://websiteoptimizer.blogspot.com / Mary Lou Roberts 38