How Did You Start in Digital Marketing?
You know, in 1994, the internet was just starting and I noticed, I was working at a company and I saw some bad PR going out on the internet and I realized, “Wow! This is really powerful stuff!”
And so, at that point, I started my first business doing internet marketing and web development which really was telling people a different screen email and a website because no one even had email besides, you know, AOL or something – CompuServe or Prodigy.
But, since then, I’ve had and started a number of different companies in the internet space, focusing on lead generation for companies. My most recent company, Ometrics, which focuses on conversion rate optimization.
What Is Conversion Rate Optimization?
Conversion rate optimization is the science of studying when a person lands on the website and goes through the process on the site to a final conversion.
There’s a lot of different factors to it. It combines psychology and marketing and sales, graphics, usability, analytics, statistics, web development. It’s not really something you can say just one thing and know about it.
It’s always been around for a long time. We used to call it just “usability” and now it’s just evolved to a different term – conversion rate optimization.
Basically, when someone lands on the website, that’s when we start following them, finding out where the problem is on the site, and then fixing that problem. So, we do test to fix the problem. And then, in the end, we have statistics to say, “Yeah, if we make this change, you’re going to have a 20 percent lift and we’re 95 percent sure of it.”
How Do You Know a Test Is Conclusive?
We do the statistics to figure out and make sure the numbers are right but there’s a lot of other factors.
Each test with a client is different. The sales cycle could be different. You know, if you were testing a page and someone goes to that site three times before they make a buy, then you may make a change and see, “Oh, this is working great on the first day!” But, actually, you’re looking at data from something that intersected them with two other visits. And so, you have to be aware of the sales cycle. You want to make sure that you’re testing for more than a week.
Basically, you want to test to a point where, if another conversion happened, it doesn’t affect the results. If you had three visitors and you had one conversion and then you got a second conversion, then that would really throw off your conversion rate from 30 percent to 25 percent. If you had a thousand visitors and you had one more conversion, that’s insignificant – the change in the conversion rate – and that’s what we’re trying to do and there’s only two factors to that – there’s the number of visitors coming to the page or each variation, and then there’s the difference in the conversion rate and that’s where you have to do the statistics to figure that out.
What Tools and Skills Do You Use to Find a Solution?
There’s really two types of tools – or three.
The first set of tools is to figure out where the problem is. We use heat maps. We survey people to see what they’re looking for and make sure it aligns right with the site. The heat maps tell you where people are clicking and where they’re not clicking. You know, you can have a great image where everyone clicks the image thinking it’s going to do something and it doesn’t, you know?
Then, we look at the analytics which is like Google Analytics where we’re studying how people are flowing through the site, what type of people are flowing through the site, what device they’re on – all that good stuff.
And then, from all that, we can figure out, “Okay, in the sales funnel, they’re stuck at this point, we need to fix this piece, this page, or whatever,” and then we do A/B tests to figure out which variation worked best. And so, basically, it splits the traffic into two different or three different variations and with a similar goal.
The second type is more user engagement and that’s forcing to engage on the site. That could be using lead sliders and offer sliders; different types of pop-ups like exit pop-ups. These are all triggered by how the user is interacting with the site. When I say a pop-up, I don’t mean like you go to the site and suddenly this thing appears before you even read the site. That would be a bad example or a bad use of the pop-up.
This is more like someone came from this particular ad campaign, they landed on this particular page, and we’re going to offer them this piece of information if they scroll down to the bottom or if it’s the second time they came to the site or if they’re leaving the page or whatever it is. You don’t interrupt the person’s flow as they’re going through the information on the site but you still want to prompt them because, often, people need to be asked two or three times to do something.
Are There Different Conversion Funnels for a Business Site Compared to a Ecommerce Site?
You know, on the business side, B2B type sites usually have a home page; services pages or what they provide – products; and then, pricing page; “go to my demo” or “try a free trial” or “sign up for a demo” – that kind of stuff. We’re trying to get people beyond the home page and, usually, they hop right on to the pricing page and then get them into a free trial.
On an ecommerce site, there’s two funnels. There’s the home page to the category page to the product page. We’re increasing the conversions of each of those sections. And then, the second piece is the cart, the checkout, and the “thank you.” And so, that’s the second piece. Obviously, if you fix the checkout, the 3 percent lift on checkout, you just increased the profits for the company 3 percent – or not the profits but the revenue. And so, with optimizing that, the bigger problem is getting people to get the stuff in the cart.
So, you’re working with all these different funnels at different sections to make improvements to get people to flow through.
When Doing a Conversion Audit What Are the Most Common Problems You Find?
Usually, a bad call to action is the first thing that we can see – bad forms to fill out or poorly done, not giving a reason to fill out a form, not capturing people when they leave the site. I mean, you’re spending money driving people to the site and then a large percentage of them leave. You should capture them for email nurturing and things like that.
Bad copy – I don’t mean grammatically bad. People are on the site for a very short period of time. You need to say what you want to say very quickly then you can give more details later if they want to read it. And so, that kind of type of copy.
Poor layout – people aren’t flowing through the site. Their eye doesn’t flow through the page from a graphic standpoint so they miss the call to action completely because of the way the site is laid out.
Not understanding what your visitor is looking for is also a common issue.
If There Was One Growth Hack We Should All Check on Our Sites From a Conversion Standpoint What Would It Be?
Make sure your call to action is clear and stands out, make sure you have a reason for why they want to click that call to action, and capturing people as they leave the site – those are probably the three biggest things I look at right away.
Can You Recommend Any Resources to Learn More?
Nice that you asked! I have an ebook which they can download. If you just to the Ometrics site, in the upper bar you’ll see the ebook. And then, I do a free conversion audit so you can always email me or contact me and I’d be happy to take a look at your site and give you some tips that you can walk away with.