Holy Grail of On-Page Content Conversion Optimization

HOLY GRAIL OF ON-PAGE
OPTIMIZATION
Imagesource:imagesci.com
4 DATA-DRIVEN SECRETS TO BOOSTING UX & CONVERSION

:: Angie Schottmuller @aschottmuller
HOW’D YOU OPTIMIZE THIS PAGE?
Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
FULL PAGE:

CAUTION…
:: Angie Schottmuller @aschottmullerImage source: geek.com

YOU CAN’T OPTIMIZE
WHAT YOU DON’T
MEASURE.

:: Angie Schottmuller @aschottmullerImage source: geek.com

DON’T ASSUME.
LEVERAGE DATA FOR
GOOD DECISIONS.

When you assume, you make an…
__________________________

“LANGUAGE!”

4 CRITICAL ON-PAGE
METRICS
a.k.a.“The Holy Grail”

NON-BOUNCE
5+ SECONDS
“STICK”
15+ SECONDS
ENGAGE
JUMP, PLAY, CALL
SCROLL
BELOW FOLD / PAGE BOTTOM
CLICK / CONVERT
BRAND LOGO
Offer Confidence/Urgency Booster....
[ Social Proof or Testimonial ]
 
[ Hero Shot Featured Image ]
Web Form
Heading
 Resource benefit one
 Another cool benefit
 Memorable benefit
GET YOUR FREE
CHECKLIST
EMAIL:
HeadlineTo Hook Attention & Match Ad

:: Angie Schottmuller @aschottmullerImage source: bucketreviews.com

KEY METRIC #1
5-SECOND VIEW

:: Angie Schottmuller @aschottmullerImage source: indianajones.wikia.com
MEASURE BOUNCE CORRECTLY

BOUNCE RATE:
User enters and exits the same
page WITH NO INTERACTION.
:: Angie Schottmuller @aschottmullerReference: http://bit.ly/gabouncerate
JULY
2012

A LOGGED EVENT
=“INTERACTION”
i.e. Logging an event at a 5-second view time (or whatever "first impression" time makes sense for
your audience) results in Google Analytics NOT counting the visit as a bounce.
:: Angie Schottmuller @aschottmullerReference: http://bit.ly/gabouncerate

// 5-Second View Tracking (Adjusted Bounce Rate)
setTimeout("ga( 'send', 'event',
'Reading',
'Viewed 5 Seconds+',
'Page: '+ location.pathname.toLowerCase()
)", 5000 );
Non-Bounce Interaction CODE

3% - 20%
“ADJUSTED”BOUNCE RATE (ABR)

of first-time visitors
will NEVER RETURN to your site.
- HubSpot 2014,How to Decrease Your Bounce Rate

“
WEB BOUNCE =
THEY CAME.
THEY PUKED.
THEY LEFT.”
- @Avinash Kaushik, Analytics Expert

(NOBODY SHOWS UP TO PUKE.)

ACCIDENTAL CLICK
BOUNCE TRIGGERS
LOADTIME FAILED EXPECTATION MATCH

Find Your BOUNCE Weakness…

5-SECOND CONTENT OBJECTIVE:
Match Attention Hook

:: Angie Schottmuller @aschottmullerSTORY: California's "Got Milk?" 2006 campaign with cookie-scented strips at bus shelters. Source: SF Chronicle. Photographer: Katy Raddatz
Mmmmm....
I smell cookies!

SCENT TRAIL PROGRESSION
FOLLOW CONFIRM ACT
[FOOD EDITION]



Web Form Heading
CTA
FULL NAME:
EMAIL:


Web Form Heading
CTA
FULL NAME:
EMAIL:
SCENT TRAIL PROGRESSION
INITIATE MAINTAIN ENHANCE
[MARKETING EDITION]
KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
KEYWORD

5-SECOND VIEW (NON-BOUNCE)

Client example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller
How compelling are your meta descriptions?
wound care education
Wound Care Education
www.uwec.edu/Woundstock
7 cutting-edge foot/wound care courses over 5 days in Eau Claire, WI
Earn CEUs for RNs, LPNs, PTs · Affordable, HANDS-ON training
ORGANICPAID
Foot and Wound Care Education and Training - Wound...
www.uwec.edu/.../programs/wound… University of Wisconsin–Eau Claire
Woundstock – A New Dimension in Foot and Wound Care. Come and see
this year's presenters. (715) 836-3636.

OPTIMIZE ORGANIC
SEARCH SNIPPETS
LIKE YOU WOULD A
PAID AD.
:: Angie Schottmuller @aschottmullerImagecredit: luxtica.com

Foot and Wound Care Education and Training - Wound…
www.uwec.edu/.../programs/wound… University of Wisconsin–Eau Claire
Woundstock – A New Dimension in Foot and Wound Care. Come and see
this year's presenters. (715) 836-3636.
TITLE TAG
PAGE HEADING
(H1)

AUDIT & FIX NON-MATCHES
Screaming Frog SEO Tool: http://bit.ly/screamingfrogtool
Crawls websites and extracts page meta data (and much more) info. 500 URLs free. Unlimited-use license $99/yr.

WOUND CARE EDUCATION
wound care education

WOUND CARE TRAINING
wound care training

WOUND CARE COURSES
wound care courses

FIRST IMPRESSION EDITION

Who is the company?
What are they offering?
Do they appear credible? (-1, 0, +1)
What's the call to action?

IDENTITY
OFFER
CREDIBILITY (-1, 0, +1)
CALL TO ACTION

BYERS’LEAFGUARD LANDING PAGE
Client example: Byer’s LeafGuard Gutter System – Fall 2014
Get a LeafGuard Estimate
& 20% Install Savings

5-SECOND
TEST AUDIT
FACTOR DESIRED ACTUAL
IDENTITY Byers’ LeafGuard
OFFER LeafGuard Gutters
CREDIBILITY +1
CTA

NON-BOUNCE
5+ SECONDS
“STICK”
15+ SECONDS
BRAND LOGO
 
Web Form
Heading
GET YOUR FREE
CHECKLIST
EMAIL:
CLICK

KEY METRIC #2
15-SECOND VIEW

// 15-Second View Tracking
setTimeout("ga( 'send', 'event',
'Reading',
'Viewed 15 Seconds+',
'Page: '+ location.pathname.toLowerCase()
)", 15000 );
“Stick”Interaction CODE

15-SECOND CONTENT OBJECTIVE:
Deliver on Promise

15-SECOND VIEW (“STICK”) FACTOR:

“USER IS DRUNK”TEST
Video: “Cocktails & Customization”Vans WebsiteDrunk UsabilityTestby Three Sheets
WATCH VIDEO:
http://j.mp/userisdrunktestvans

ATTENTION RATIO:
44:1

ATTENTION RATIO:
1:1

AS ATTENTION RATIO
GOES DOWN
STICK & CONVERSION
RATES GO UP
Slide source: Unbounce / Oli Gardner :: Angie Schottmuller @aschottmuller

Image source: enterrasolutions.com :: Angie Schottmuller @aschottmuller
MARKETERS DEVELOPERS
Home Page Conversion Goal =
SEGMENTATION

Directional Cues = Path Clarity
:: Angie Schottmuller @aschottmullerWebsite example: MarketingProfs

ATTENTION HEATMAPS

BYERS’LEAFGUARD LANDING PAGE

Byers’LeafGuard Landing
Page

1
3
2
INITIATE MAINTAIN ENHANCE
KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE

FEATURED IMAGE STAND-OFF
HERO SHOTDESIGN IMAGE
Woundstock - Wound Care Education Conference

1. Keyword Relevance
2. Purpose Clarity
3. Design Support
4. Authenticity
5. Added Value
6. Desired Emotion
7. Customer "Hero"
HERO SHOT SCORECARD
BRAND LOGO


Web Form Heading
GET YOUR FREE
CHECKLIST
FULL NAME:
EMAIL:
HeadlineThat Hooks Attention & Matches Ad
http://bit.ly/heroshotscorecard

PHOTO FACTOR SCORING:
-1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
:: Angie Schottmuller @aschottmullerClient example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
HERO SHOT SCORECARD EXAMPLE
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2
PURPOSE CLARITY. Help identify the page the page purpose/offer. 2
DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1
AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1
ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2
DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2
= 11
SUBJECT: Hands-on Wound Care Education

SUBJECT: Hands-on Wound Care Education
KEYWORD RELEVANCE 0
PURPOSE CLARITY 0
DESIGN SUPPORT -1
AUTHENTICITY 0
ADDED VALUE 0
DESIRED EMOTION 1
CUSTOMER "HERO” 0
= 0
2 KEYWORD RELEVANCE
2 PURPOSE CLARITY
1 DESIGN SUPPORT
1 AUTHENTICITY
2 ADDED VALUE
1 DESIRED EMOTION
2 CUSTOMER "HERO”
11 =

HERO SHOT SCORECARD GRADING
13-15 LEGEND
Whoa. Epic visual. Stories will be told about you for
marketing eternity. Where do I sign up?!
10-12 HERO
Exceptional. You humbly add value and meaning that grips
emotion while making it look sooooo easy. Fans and advocates
are sure to follow!
7-9 SIDEKICK
Nice work. Clearly, you're getting the hang of this! Are you
satisfied with mediocre, though? You're capable of so much
more. Step up your game and fulfill your true ROI potential.
4-6 VIGILANTE
Good attempt to help out, but you're lacking in power and
authority. Drop the costume, focus on relevant value, and tap
the 7 persuasive factors to help make a meaningful impact.
0-3 CIVILIAN
Weak and forgettable. You either fear or doubt your powers.
Be brave. Start with a story that connects with your
customer's dilemma and context, then "save" (fix, improve,
delight) the day!
< 0 VILLAIN
Ouch. Your powers are working against you. Don't deny the
goodness your customer loves. Seek help before it leads to
your own demise.

http://bit.ly/heroshotscorecard
PROSPECT CLIENT
PROFESSOR JONES
YOUR PRODUCT
HAT & WHIP
AMAZING HERO
INDIANA
+ =

Companies with 30+ landing pages OFFERING
CONTENT generate 7X MORE LEADS.
- HubSpot Research Study

...only works well as a CTA if you
provide dominatrix services.
- Michael Aggaard
@ContentVerve, Conversion Optimization Expert
SUBMIT

CALL TO ACTION FORMULA:
I’D LIKE TO WHAT (action)
BECAUSE I WANT WHY (benefit)
Get a LeafGuard
Estimate Today
Save 20% OFF install, and
NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF

CALL TO ACTION FORMULA:
Get a LeafGuard Estimate &
20% Install Savings
Save 20% OFF today, and NEVER clean your gutters again.
Call (800) 917-5323
Quick Estimate & 20% OFF
I’d like to WHAT (action) because I want WHY (benefit).
<WHAT“Action”> &
<WHY Value/Benefit>
<WHAT“Action”>
<WHY Value/Benefit>
<WHAT“Action”>
<WHY Value/Benefit>

I need WHAT (search query) because I want WHY (benefit).

Find YOUR Conversion Impact
for“NO Stick”…

FULL PAGE:
BEFORE

AFTER
FULL PAGE
97% NON-BOUNCE
93% STICK

97% NON-BOUNCE
93% STICK
FULL PAGE
AFTER

:: Angie Schottmuller @aschottmullerImage source: whysoblu.com

FOLD

NON-BOUNCE
5+ SECONDS
“STICK”
15+ SECONDS
BRAND LOGO
 
Web Form
Heading
GET YOUR FREE
CHECKLIST
EMAIL:
SCROLL
CLICK

KEY METRIC #3
Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training :: Angie Schottmuller @aschottmuller
BELOW THE FOLD
& PAGE BOTTOM

SCROLL OBJECTIVE:
Expose More Value

MOBILE:
CASE STUDY

DESKTOP: TABLET: MOBILE:
DEVICE CONTEXT & SCROLLING
Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training. Reference: HotJar scroll heatmaps

Find Conversion Impact
for“NO SCROLL”…

SCROLL BELOW FOLD TRICKS:

A B

Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training
77%SCROLL LIFT
A B

Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training
29%CONVERSION LIFT
A B

BE MINDFUL OF
THUMB REACH
Image reference: forbes.com :: Angie Schottmuller @aschottmuller
iPhone 5
iPhone 6

Client example: Red Wing Shoes - Spring Sale 2015
iPhone 5
iPhone 6
iPhone 5
iPhone 6

NON-BOUNCE
5+ SECONDS
“STICK”
15+ SECONDS
BRAND LOGO
 
Web Form
Heading
GET YOUR FREE
CHECKLIST
EMAIL:
ENGAGE
JUMP, PLAY, CALL
SCROLL
CLICK

KEY METRIC #4

What SPECIFIC DATA do web
visitors need to make a good
decision?
How can I make consumption
of that data into a
MEASURABLE ACTION?
ASSESSMENT:
1
2

What SPECIFIC DATA do web
visitors need to make a good
decision?
How can I make consumption
of that data into a
MEASURABLE ACTION?
ASSESSMENT:
1
2
Seriously. This is huge. WRITE IT DOWN.

Screenshot: Amazon.com Books: "Start With Why" by Simon Sinek :: Angie Schottmuller @aschottmuller

Website example: cars.com :: Angie Schottmuller @aschottmuller
TABS !?!

ARE THE ARMPIT
OF WEB CONTENT.
THEY’RE NOT ATTRACTIVE AND NOBODY WANTS
TO GO THERE.
DON’T HIDE CONTENT. USE JUMP LINKS INSTEAD.

CLICK-TRACKING OPTIMIZATION
“NON-CLICKABLE”

DESKTOP: TABLET: MOBILE:
HEATMAP“NON-CLICKABLE”AUDIT
Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training. HotJar heatmap analytics :: Angie Schottmuller @aschottmuller

DEVICE CONTEXT…
DIFFERENT INTERESTS??
Client example: University of Wisconsin-Eau Claire Continuing Education, Ethics & Boundaries Training. HotJar heatmap analytics
DESKTOP:
TABLET:
MOBILE:

:: Angie Schottmuller @aschottmullerImage source: slashfilm.com

4 CRITICAL UX
METRICS RECAP
a.k.a.“The Holy Grail”

NON-BOUNCE
5+ SECONDS
“STICK”
15+ SECONDS
BRAND LOGO
 
Web Form
Heading
GET YOUR FREE
CHECKLIST
EMAIL:
ENGAGE
JUMP, PLAY, CALL
SCROLL
CLICK / CONVERT

“ADJUSTED”BOUNCE RATE (ABR)

ATTENTION RATIO:
CAN DO : SHOULD DO

 BOUNCE rate is a critical UX KPI
 Use“what + why”to lure STICK
 “The FOLD”is very real
 Track decision-making data as
clickable actions
KEY TAKEAWAYS

If you must ASSUME,
for the sake of U and ME,
at least make it productive…

“TEAM IS DRUNK”TEST
COMING
SOON

Are YOU Winning with Data?
ANGIE SCHOTTMULLER
Growth Marketing Advisor
angie@interactiveartisan.com  @aschottmuller
Ask about interactive training workshops and
quick-win consultations.
GET AN OPTIMIZATION CONSULT
and start kicking ROI butt with smart data!

APPENDIX
(FREE GOODIES)
Action Plan, Tracking Code, GA Custom Report Templates

GA EVENT TRACKING FOR CRO
http://bit.ly/gaeventtrackingforcro
INCLUDES:
 ADJUSTED BOUNCE RATE &“STICK”
Viewed 3, 5, and 15 seconds+
 SCROLLING
beyond fold (relative to device), page bottom
 DYNAMIC CLICK TRACKING
tabs, jump-tobuttons/links, file downloads, click-to-call
ph# [tel:], email [mailto:], and external domain links

 Implement the code: http://bit.ly/gaeventtrackingforcro
 Create duplicate GA view:“<VIEW> w/ UX Goals”
 Configure Goal Set 2 goals for each Event Action
(Viewed 5 Seconds+, Viewed 15 Seconds+, Scroll Below Fold, Scroll to Page Bottom)
 Import GA custom report: http://bit.ly/gareportpageuxflow
 Create segments for goals to analyze content
“HOLY GRAIL”TRACKING ACTION PLAN
1
3
2
4
5

UX EVENT TRACKING SNAPSHOT
EVENT
CATEGORY Reading Reading Reading Reading Interaction
EVENT
ACTION
Viewed 5
Seconds+
Viewed 15
Seconds+
Scroll Below Fold Scroll to Bottom Jump to <hash ID>
from #<source ID>
EVENT
LABEL
Page: <__> Page: <__> Page: <__>;
Fold Height:
<__>px;
Scroll Started: <__>s
Page: <__>;
Top-to-Bottom: <__>s;
Fold-to-Bottom: <__>s
Page: <__>
EVENT
VALUE (#)
<Browser Screen
(Fold) Height>
<TotalTime>
NON
INTER-
ACTION
1 1

Landing Page UX Conversion Flow:
Non-Bounce  Stick 15s  Scroll Below Fold  Scroll to Bottom
CUSTOM REPORT: http://bit.ly/gareportpageuxflow
Note: Goal flow is NOT sequential.. **Configure goals for respective event actions using Goal Set 2 (Goals # 6-9) to align with this report.

DASHBOARD: http://bit.ly/conversionsgadashboard

EVENT TRACKING“HOLY GRAIL”
THE CODE: http://bit.ly/gaeventtrackingforcro

ANGIE SCHOTTMULLER
Growth Marketing Advisor
@aschottmuller
linkedin.com/in/angieschottmuller
angie@interactiveartisan.com
Top 10 of 2015
ONLINE MARKETINGEXPERTS

Holy Grail of On-Page Content Conversion Optimization

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