Pay Per Conversation – SES

What you do with visitors after you get them to your site was a common topic this year.  By improving the site conversation rate for traffic delivered by search can make or break a campaign. In this session, ‘persuation architect’ Bryan Eisenberg teamed up with Brett Crosby, one of the founders of Urchin (now Google Analytics) to explain what you can monitor, tools that can help, and how to act to improve campaign performance.

Speakers:
Bryan Eisenberg, Co-founder, Future Now Inc.
Brett Crosby, Group Manager, Google

Brian:

Pay per conversation
You can think of this as searcher behaviour optimization. The best way to do this is to think of your customer as a toddler, that is someone who is always asking ‘why?’. Your job is to answer this question quickly – unlike a toddler, your audience will only ask this question a few times. The attention span is less than that of your average toddler!

Scent is very important – aside from being like a toddler, searchers are also like beagles. If a searcher scents the right path, then they will continue. If the scent is dropped, they move on. As analytics guru Jared Spool puts it, either you present relevant content or you present links to relevant content.

Think about the relevancy: every hyperlink is a contract. You present the value (by describing the link and what comes next) and the searcher will give up their time to follow the link. But how do we know we are providing what is most relevant? We need to understand the intent – this goes beyond the few keywords used to conduct the search.

Content needs to be optimized for different possibility types (eg. spontaneous people’s interest: top sellers, new releases; humanistics: care about reviews; methodicals: find by genre, competitives: search by actor/title). At this point Bryan showed a few examples using the matrix of different users.

Brett:

You should concentrate on the pages with the most business need. Google Analytics (GA) can help you work out what these are: you can look at which pages get the most visitors and which pages most people enter through.

Landing page analysis
Look at the bounce rate on top landing pages (change the default view to compare metrics against site average)

Leaky funnels: use the funnel analysis to see where people are exiting through the funnel

Site overlay: this report is particularly useful to see which elements are well-positioned/badly-positioned
Internal site search: useful to see what people are searching on, especially when they are lost or ‘off-scent’

Google Website Optimiser: useful for fixing broken pages (this tool was pushed heavily throughout this conference).

For more information, check out Google’s Conversion University

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