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Opportunity Lost:

The Three most common online marketing pitfalls and how to overcome them
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About MECLABS
Chuck Coker
Director of Training
Chuck joined MECLABS Group in January, 2007 in order to drive the growth of the organization through acquisition as well as the recruitment and retention of high-value employees. His organizational development background includes work with AT&T, General Foods, Harris Corporation, Sprint PCS, Tupperware, Verizon and Zurich. Chuck has developed over 50 training programs for personal and career development as well as achieving the title of Senior Professional in Human Resources. He has been guest lecturer at Universities like Auburn, Harvard and Moscow State. Chuck is a former United States Marine Corps First Lieutenant and a 7th degree Grandmaster Black Belt in Tae Kwon Do. His education includes both B.A and Ph.D. degrees.

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About MECLABS
Nathan Thompson
Research Manager
As lead manager for multiple enterprise-level Research Partnerships, Nathan is adept at generating greater ROI from already high-performing websites and email marketing for enterprise-size marketers. But in his previous role as the Director of Online Sales for venture-backed Internet music startup Grooveshark.com, he also learned how to craft effective online marketing for startup companies where the potential is far greater than the marketing budget. With a B.S. in Public Relations and Entrepreneurship from the University of Florida, Nathan has a sense for not only how to run a successful business but how to let everyone know youre running a successful business.

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About MECLABS
MECLABS Sciences Group

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Whats Working in Online Marketing An Experiment

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Experiment: Background

Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1341

Research Notes: Background: A company offering dedicated business hosting services Goal: To increase the amount of leads Primary research question: Which page design will generate the greatest amount of leads? Approach: A/B multi-factor split test (radical redesign)

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Experiment: Original vs. Treatment

189%

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What you need to understand

Key Principles

1. We do not merely optimize words or images on a page. Rather, we are optimizing sequences of thought. We are engaging in a conversation that is going on in the visitors mind and then leading it to an exchange of value. 2. This means that the value of every action you desire to lead your visitor to make must outweigh the cost in their minds perception. 3. For the remainder of this session, we will focus on the cost side of the fulcrum, and identify three of the most common conversion impediments on a Web page: Friction, Confusion, & Anxiety

Cost

Value
CREDIBILITY

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AUDIENCE POLL
Of the following, what do you think is the specific challenge of optimizing your own Web pages?
1. 2. 3. 4. 5. Pages include long or challenging processes Our product offering is difficult to differentiate and explain Brand is not known very well Page directions are sometimes challenging to communicate Pages require the visitor to enter personal information

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Reducing FRICTION

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Reducing Friction

Key Principles

1. The objective is to minimize, not eliminate friction. If you eliminate all friction you, necessarily, eliminate the sale. Yet, one of the most effective ways to increase conversion is to decrease friction. 2. Essentially, two elements contribute to the friction of any web page: LENGTH
(page length, field number, field layout, steps in a process, etc.)

DIFFICULTY
(eye-path, options selection, button design, organization, flash video, etc.)

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Length in the Original Experiment


The original form contained 20 different form questions requiring response:
1. 2. 3. 4. Personal information Server requirements Hosting requirements Service requirements

Some of these fields are not necessary at this step and are creating unnecessary length and difficulty

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Length in the Original Experiment


The optimized page reduced the forms requested to four, significantly reducing any unnecessary length and/or difficulty in the process

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Example of Difficulty
Not this But this

59%
IN FREE TRIALS
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Friction Checklist


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Could your page layout be more simple? Are you using too many columns, boxes, or bars? Is there a clear eye-path? How many objectives do your have on you page? Are the prioritized and ordered? Are there any form fields or process steps that can be moved to post conversion? Are there any videos or other multimedia that might be slowing down the visitor? Do your links and buttons look clickable? Does your page have any navigation? Is it a distraction?

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Reducing CONFUSION

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Reducing Confusion

Key Principles

1. The goal of any web page is to help the visitor through the conversion process, building forward momentum through a series of transitions. However, confusion is the chief enemy to that forward momentum. 2. To reduce confusion and maintain forward momentum, every transition must orient the visitor by clearly answering three questions: Where am I? What can I do here? Why should I do it?

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17

The Moment of Orientation

What can I do here? Where am I? Why should I do it?

Moment of Orientation
First Seconds

Conversation
Subsequent minutes (or days) depending on sales cycle

Value Exchange

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Confusion in the Original Experiment


The original page greeted visitors with an image that doesnt clearly say much about where they have landed. This creates confusion

The optimized version uses a strong headline that clearly communicates where the visitor has landed

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Confusion Checklist

Do you know where your visitor is coming from? Do you know what their motivations are? Are you greeting your visitor? How are you letting the visitor know where they are when they land on your website? Does the landing page connect with the channel in the messaging and/or imagery? What is the first thing that visitors will see on your page? Is it a purposeless image or vague headline? Is there a clear call-to-action? Or is it hidden out of the main eye-path?

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Reducing ANXIETY

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Reducing Anxiety

Key Principles

1. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. 2. Anxiety is also localized in the buy process. It is closely associated with the geography of the page. Therefore, you must seek to relieve anxiety at three different levels: Specificity, Proximity, and Intensity

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22

What is Meant by Specificity?

Specificity 1. Specificity is the level to which your corrective measures address precisely the source of customer anxiety and work to counteract it.

Proximity

Intensity

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Correcting Specific Sources of Anxiety


Specific Sources Specific Corrections

1. Quality 2. Reliability 3. Security 4. Price

1. Satisfaction Guarantee 2. Testimonials 3. Third-Party Seals 4. Low-Price Guarantee

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Anxiety in the Original Experiment


Specific Concerns:
1. Will they work well my situation. How flexible and customizable are they? 2. Are they going to sell my email address? 3. How reputable is this organization?

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What is Meant by Proximity?

Specificity

Proximity

Intensity

1. Proximity is the degree to which your corrective measures are placed such that they are experienced at the same time as, or as soon after, the moment that the anxiety is stimulated as possible.

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Proximity in the Original Experiment


Anxiety reducers are placed within close proximity of the concern of this page

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What is Meant by Intensity?


1. The Intensity level of the corrective measure must address both the substance and perception of the concern. 2. In terms of SUBSTANCE, you need to address the rational foundation of the source of anxiety as it relates to the realistic level of risk. 3. In terms of PERCEPTION, you must also overcome the extra level of concern stimulated by the amplifying affect of fearborne anxiety.

Specificity

Proximity

Intensity

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Intensity in the Original Experiment


1. Contact us, Discuss your needs, No obligation, are all statements that overcorrect for the anxiety of being hounded by a sales department 2. The image of the man and server with a testimonial overcorrect for the concerns about the service, while creating a relevant and personal feel 3. Overall professional design of the new page reduces anxiety

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Anxiety Checklist


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Do you know at least three possible concerns your visitor might have about your product or service? What are you doing to specifically address those concerns? Are you using and seals, testimonials, or third-party ratings? Are you currently organizing your testimonials according to visitor concern? Can you pinpoint the geographic location of the cause of concern on your webpage? How close is the nearest anxiety reducer? Does your copy tone generate any anxiety? Is it focused on what visitors have to do or what the visitors get? Are you providing unnecessary advertisement to the major credit cards?

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Whats Working in Online Marketing Live Optimization

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Live Optimization

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Live Optimization

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Live Optimization

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Whats Working in Online Marketing Questions?

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New Optimization Programs (Available This Quarter)


Custom Landing Page Optimization Package
Data/funnel analysis Five point critique of a landing page based on the MarketingExperiments Conversion Index with actionable recommendations Two landing page design mockups One hour call with an optimization expert Price: $4,000.00 Data/funnel analysis Five point critique of a landing page based on the MarketingExperiments Conversion Index with actionable recommendations Email wireframe design & one landing page design mockup One hour call with an optimization expert Price: $4,500.00
Search Funnel Analysis from PPC ad to landing page to conversion Five point critique of a landing page based on the MarketingExperiments Conversion Index with actionable recommendations One landing page design mockup One hour call with an optimization expert Price: $4,000.00

Custom Email Response Optimization Package

Custom Search Optimization Package

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Upcoming Accelerate! Virtual Workshops Optimization

Session #3 November 17, 2010, 9:30am PT Topic: Opportunity Gained: Increasing online response through small, but strategic changes Recording Available for Session #1 - Whats Working in Online Marketing Now: How understanding the psychology of todays decision makers generates more revenue www.cisco-partner-velocity.com
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