Increasing the Post Click Conversion Performance
Moderator: Kate Morris
Speakers: John Ellis, Sticky Sheep, George Aspland, 3 Dog Media, Janet Driscoll Miller, Search MoJo, Brian Massey, Conversion Sciences
This session of PubCon 2010 focused on how to convert traffic into revenue by focusing on the best post click conversion factors.
Brian Massey of Conversion Scientists talked about the post-purchase conversion funnel: use, opinion, talk.
- Use: Convert conversions to users. Just because someone purchased your product does not mean they will use it.
- Opinion: Once you have figured out how to make your customers use your product, the next step is converting them into opinion holders.
- Talk: Once a user has an opinion of your product, they will automatically start to talk about your product through various social media channels.
Understanding how to encourage customers to complete the post-purchase conversion funnel is crucial to getting the most out of every conversion.
John Ellis of Sticky Sheep spoke on an entirely different post click conversion tactic: Remarketing.
Here are the key takeaways from his session:
Remarketing is a powerful way to re-target ads to customers who have already shown an interest in your website or product. The key to successful remarketing is to always keep the user in mind and to never inundate them with too many ads. This will result in frightening the user or appearing “creepy” and thus your remarketing dollars will be wasted. Here are two methods Brian suggests to help decrease the “creepiness factor” of remarketing:
- Run multiple ad variations at a time
- Utilize frequency capping to minimize the amount of times your ads are served
John pointed out that we must accept the fact that there is always going to be a segment of people who visited our site who will want nothing to do with our website again. In order to avoid making the mistake of over-serving ads to customers, Brian suggests tagging visitors who completed a specific action or visited a specific landing page and then create targeted ads that appeal to each specific visitor type.
Conclusion: Generating website traffic is just one step of many in the process of generating conversions and customers. Learning how to convert users once they land on your website and then turn those users into repeat customers is of equal importance and should not be overlooked. Two ways of accomplishing this is via remarketing and understanding the post-conversion funnel.
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Contributed by: Kate Rasmussen, Milestone Internet Marketing
