How-To Tips on how to approach improving the conversion of your website with tips on how to identify issues that interfere with conversion, how to find out what people are doing on your site, how to find out why people are doing what they are doing on your site, top 10 usability principles, setting SMART goals, and a brief case study and top 50 tips on testing your website.

1. 90 DAY SEM FITNESS PLAN: CONVERSION SMX West 2010

2. Kayden Kelly CEO & Managing Director

4. Let’s assess YOUR CONVERSION FITNESS

5. Are you at the front?

6. Is your site a lean & mean… user focused, goal oriented, conversion machine?

7. Or are you pulling up the Rear?

8. In fact many sites BLOWING IT

9. Today there are plenty of Conversion Best Practices This is BASIC – Much more to it! Buy Now!

10. Yes, many sites still not following best practices, such as obvious buttons

12. Many sites now using obvious buttons BUT BROKEN

13. WORKOUT #1 FIX WHAT’S BROKEN Site Errors, Flash Version Issue, Broken Links, Poor Performance

14. Identify Glaring Site Problems Users are getting 404 Errors

15. Flash Version 9 has major issues… 75-93% Bounce Rate Use Analytics to Discover Compatibility Issues

16. Use XENU to Identify Broken Links Lots of Broken Links Still find too many clients that are sending traffic via paid and organic search to broken links

17. Use YSLOW to find Performance Issues Before: 6mb After: 289k

18. WORKOUT #2 MEASUREMENT

19. What People Do

20. Where Users Click

21. Form Analytics

22. Record & Watch Users

24. Are people taking the desired actions? One Goal is not enough Lead Generation Goals Funnel Activity Goals Engagement Goals

25. Where are people abandoning in the process? Weakest Link in Checkout Funnel

26. What are your users looking for? Complete Arkangel Shakespeare Searches 119 Sales 0 Setup “Site Search” Tracking in Google Analytics Are they finding it and buying?

27. Losing 2 of 3 users on Popular Pages There is a FIRE!!!!

28. “ Segmentation is the key to finding insights. You segment, or you die! ” - Avinash Kaushik, Google

29. Segment for Actionable Insight Non-Segmented, Averaged User Data is Worthless

30. Identify Potential Segments

31. (Advanced) Customer Segments Pageviews >9 ( OR ) Catalog Request =1 ( OR ) Newsletter Subscribe =1 Transaction =1 ( OR ) Login =1 Site Visits >2 Transactions >1 Site Visits >5 Transaction >2 Twitter Follow =1 ( OR ) Newsletter Subscribe =1 Transaction >0 Shares >2 Comments >2 ( OR ) Reviews >2

33. Why People Do What They Do

34. 4Q Surveys (Another Free Tool)

38. WORKOUT #3 FOCUS ON USER

39. USER GROUP A Conversion Rate 1% RIGHT AUDIENCE INCREASES CONVERSION USER GROUP B Conversion Rate 3% USER GROUP B & Optimized Site Conversion Rate 6%

40. Customer Focused Content Identify and clearly speak to how you understand the customer’s challenge, needs or questions. Action Customer’s Challenge Solution Results/Proven Success Demonstrate past successes and establish expectations. Provide examples of clear results for similar size companies in their industry (especially respected industry leaders) How you can solve the customer’s challenge and fulfill their needs Now, that you have engaged the user, persuade the user to take a compelling action that is aligned with where they are at in the buying cycle

41. Stop Weeing We We Calculator You/Your We/Our

42. I AM AN ORANGE

43. I AM AN APPLE CONTEMPORARY

44. Be Who You Are APPLE ORANGE

47. What people think they want to find How people describe this to search engine (machine like) How people refine when filtering search results What brands need to communicate in search results How branded content needs to relate to search language & intent People are more pre-disposed to respond to sites that use language reflecting their original language of intent , rather than the more mechanical, colder search language.

50. Screenshot showing how search matches site (per stage of buying cycle) WARNING: Not what user expects… this content is more for building credibility and is one step ahead Make sure you align your content to what the user expects

52. Again, not what user asked for… the user wanted to get back to residency appointments

53. WORKOUT #4 S.M.A.R.T. GOALS

54. S pecific M easurable A ttainable R ealistic T imely

55. Plan, Execute & Measure Successfully Business Goal

56. WORKOUT #5 TESTING

57. Start Testing with GWO (It’s FREE!) minimum 2-4 Weeks ~100 conversions per combination Traffic Website you have this right?

61. Simple Changes Provide Huge Impact Key Funnel Step & Top Landing Page 17 Destination Pages on site Before After Conversion Rate 3% 19% Increased Conversion 591%

62. Continuous Improvement is the key! Monthly Revenues up 70%+ over record sales

63. Now, your site is on the way to becoming a lean & mean… user focused, goal oriented, conversion machine!

64. Twitter @blastam Top 50 Tips for What to Test http://bit.ly/top50sessj Email [email_address] Thank you... Please go make some simple changes and make some big profits!