CLIENT NAME. Origin Eight Optimize Your Digital Impact. Digital Impact Analysis Report

Transcription

1 Origin Eight Optimize Your Digital Impact CLIENT NAME Digital Impact Analysis Report Prepared by Seth Viebrock and team, Origin Eight 1010 West Lake Street, Suite , Minneapolis, MN

2 What is this report about, and why is it so important? In other words: What is optimization? What does it mean to have more digital impact? Why is it so incredibly crucial that my website be optimized, even though the word optimize sounds like less of a big deal than it is? How does that grow my business? How do I see ROI? 2

3 This introductory material is tricky but crucial to grasp before you can understand your report. We recommend letting us walk you through your report over the phone. 3

4 Digital Impact Optimization : Integrating Three Disciplines Digital Impact Optimization (DIO) leverages data and knowledge from three disciplines to grow your business. Keyword quality can impact conversion rates Page layout and content strategy impact SEO, PPC, and other traffic SEO+ SEO, PPC, and other traffic CRO Conversion Rate Optimization DIO UX Web Design and User Experience Optimizing conversion rates depends on a clear understanding of the user journey and neuromarketing Origin Eight Confidential. Do not distribute. Page 4

5 DIO: Optimizing the Entire User Journey DIO seeks to improve the full picture between inbound marketing channels and website experience. Digital Traffic Optimization Review Keyword ranking, volume and relevance Click-through rates, cost-per-click Engagement rates, social sharing Optimize Ad copy and creative CTAs and prompts Social content copy and list segments Organic Search (SEO) Paid Search (PPC) Ad Remarketing Organic & Paid Social Content Marketing Website UX and CRO Review Heatmaps (click, scroll depth, eye tracking) Page and mobile load speeds Content performance Browser-related issues User surveys/polls Funnel and cart metrics Conversion rates (campaign, channel, keywords, CTA) Optimize User journey for target personas CTAs and prompts Site and marketing copy Design elements and creative Origin Eight Confidential. Do not distribute. Page 5

6 Digital Impact Optimization (DIO) DIO is the art and science of getting people to your website and then influencing them to act once they get there. In a sense, it ensures your website is making or exceeding its intended business impact. It promotes continuous, incremental change that drives sales and marketing. We target valuable user actions called conversions that have a link to profitability. Examples include filling out a contact form, buying a product, clicking an important button, subscribing to a newsletter, or viewing valuable content. It is a data-driven process wherein we form and test hypotheses based on user data, analytics, and persuasive neuromarketing principles. It typically involves elements of visual design, copywriting, user experience, psychology, and testing different versions of your website. Origin Eight Confidential. Do not distribute. Page 6

7 DIO vs. Traditional Web Design Origin Eight Confidential. Do not distribute. Page 7

8 Why the CRO part of DIO is Beneficial What if you could make twice the money from the same amount of web traffic? Doubling your conversion rates amounts to doubling your revenue. It s much easier to double your business by doubling your conversion rate than by doubling your traffic Jeff Eisenberg, Author of Buyer Legends CRO Power Law: Even small changes in conversion rate can have an exponentially larger impact on profits. CRO focuses on making your existing website more productive, both near-term and long-term. Makes your site traffic across all channels work harder to convert sales while increasing leads, valuable pageviews, enrollments, or donations. Based on continuous improvement vs. episodic campaigns. Additional revenue can be reinvested in expanded marketing activities. Origin Eight Confidential. Do not distribute. Page 8

9 Okay, here s your report! We ll report on these things, in this order: 1st: Your Traffic (Organic SEO and PPC) 2nd: Your Website s User Experience 3rd: Your Conversion Rates and Optimization Opportunities 9

10 Traffic Optimization (SEO+) Getting people to your website. SEO, PPC, social and campaign traffic 10

11 Your traffic overview Note that this is from outside data, but usually a quite accurate picture. Also note that beginning and ending months on the graph may not have complete data. Origin Eight Confidential. Do not distribute. Page 11

12 Your traffic competitors Not every competitor is relevant from a business perspective, and the quality of traffic and how it converts makes all the difference. Origin Eight Confidential. Do not distribute. Page 12

13 Trends in organic competition Organic search (SEO). Origin Eight Confidential. Do not distribute. Page 13

14 Trends in paid competition Paid search (Adwords). Origin Eight Confidential. Do not distribute. Page 14

15 User Experience (UX) Is your website easy to use, and are people using it the way you intended? 15

16 These are an outsider s opinion, and just a few examples. It s best when we can get to know your business. Origin Eight Confidential. Do not distribute. Page 16

17 Homepage Simple menu. Easy access to search. Main CTA. I like it. Origin Eight Confidential. Do not distribute. Page 17

18 Homepage Nice visuals and access to products. Would be good to test how many people click on these vs the Products menu in the main navigation. Origin Eight Confidential. Do not distribute. Page 18

19 Homepage Running an Artificial Intelligence scan of what the human eye focuses on when first seeing your homepage, your main call to action Sign up for dealer pricing may not be getting the visual attention it should. Red indicates a high degree of focus, green a lower degree, and no color means none at all. Origin Eight Confidential. Do not distribute. Page 19

20 Homepage These are all of the places that the human eye jumps around (called saccades ) in the first 7.5 seconds of viewing your site. The eye goes to the red circles first, yellow second, green last. Depending on your business goals, you may want to focus users down a more specific path or call to action. While esoteric, this stuff does really matter. Origin Eight Confidential. Do not distribute. Page 20

21 Conversion Rate Optimization (CRO) How can we persuade website visitors to take action? 21

22 These are just a few examples, a few hypotheses. There s always more to do, more to improve, and every hypothesis needs to be measured and backed up with data. Origin Eight Confidential. Do not distribute. Page 22

23 Your homepage: Image sliders Image sliders almost always negatively impact conversions. Origin Eight Confidential. Do not distribute. Page 23

24 Your homepage: Image sliders Research shows that most image sliders or carousels decrease conversions, i.e. valuable activities that visitors perform on your website, such as making a purchase decision. Almost all of the testing I ve managed has proven content delivered via carousels to be missed by users. Few interact with them and many comment that they look like adverts and so we ve witnessed the banner blindness concept in full effect. In terms of space saving and content promotion a lot of competing messages get delivered in a single position that can lead to focus being lost. Adam Fellowes, UX Researcher Reasons: The human eye reacts to movement, and will miss the other important content on your site. Too many messages diluted or no message. Banner blindness phenomenon people are used to advertising copy in banners, so they just skip over them, mentally and visually ignoring them. Many people put their value proposition in sliders, which usually severely damages conversions. More info: and 24

25 Your homepage: Value proposition Your value proposition is sitting in a slider, which probably will be ignored. Your value proposition should clearly and quickly orient your visitors, telling them what you do, why you re different, why they should care, and what s in it for them. It tends to have a major impact on conversions. Origin Eight Confidential. Do not distribute. Page 25

26 Other pages The button should likely say Checkout rather than Submit Order, which might induce a sense of psychological friction, i.e. I m not ready to submit this order I haven t done all the steps yet. I get that Professional Review may be a goal, with no purchase necessary, but would be good to A/B test these kinds of things, if it hasn t been done already. You may also want to test introducing Professional Review at this step rather than waiting until later. Origin Eight Confidential. Do not distribute. Page 26

27 Performance test Website performance is a fundamental, key factor in driving conversions. You can see that there are some opportunities for improvement, shown by the letter grades from Any X grades mean not at all. Origin Eight Confidential. Do not distribute. Page 27

28 How we do our UX and CRO research Here are just a few visual examples 28

29 Examples of how we do our research: We watch movies of users *trying* to use your website Origin Eight Confidential. Do not distribute. Page 29

30 Examples of how we do our research: We look at heat maps, click maps, and scroll maps Origin Eight Confidential. Do not distribute. Page 30

31 Look interesting? Want to know more? We do too! 31

32 Here s how to get started: 32

33 Option #1: Book a demo with our CEO, Seth Viebrock, here: We ll answer questions, give additional insights, and discuss options to get started. 33

34 Option #2: Ready to get started? Visit our pricing page to choose the best option for you: 34