Making Your Funnel Work

KPI’s
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Conversion Optimization
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Marketingstack
 KPI’s

KPI’s
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 KPI’s
▪ KPI’s in digital marketing
▪ Lagging and Leading KPI’s
▪ Branding KPI’s
▪ Content KPI’s
▪ SEO KPI’s
▪ Organic social KPI’s
▪ Paid search KPI’s
▪ Paid social KPI’s
▪ Display KPI’s
▪ E-mail KPI’s

KPI’s
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 KPI’s in digital marketing
Why are KPI’s so important in online marketing?
▪ In a glance you know if a channel, campaign or product is working or not
▪ When you grow you will get more input, data and insights presented to you, KPI’s
guide you through that forest
▪ You develop a feeling for what is good what is not

For the KPI’s on the next few pages is the following valid:
▪ Always track the Cost Per Conversion (Lead, Sale, Renewal, etc)

Per channel, per customer fase

KPI’s
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 LAGGING AND LEADING KPI’s
Someone you know is overweighted. They want to lose weight.

If they track kg/lbs the measure the result of some efforts; that is a lagging KPI

If they track calorie-intake (food) and minutes of movement (gardening, walking,

sporting) they measure that what causes weightloss; these are leading KPI’s

KPI’s
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 BRANDING KPI’s
Digital branding KPI’s
▪ Branded search
▪ Direct traffic
▪ Social media FFF (Friends, Fans and Followers)

KPI’s
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 CONTENT KPI’s
Aim: to measure the engagement with your published content on your website
or app

▪ Bouncerate
▪ Pages per visit
▪ Time on site
▪ Scroll rate
▪ Click rate
▪ Viewrate

KPI’s
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 SEO KPI’s
▪ Views
▪ Clicks
▪ CTR
▪ Average position
▪ Inbound links
▪ Indexed pages

KPI’s
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 ORGANIC SOCIAL KPI’s
▪ Engagement (shares/ comments/likes)
▪ Reach (organic)
▪ CTR

→ Facebook Insights

KPI’s
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 PAID SEARCH KPI’s
▪ CPC
▪ CTR
▪ eCPM
▪ Unique users (reach)
▪ Impression share
▪ Qualityscore

KPI’s
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 PAID SOCIAL KPI’s
▪ eCPM
▪ CTR
▪ Reach (unique users)

KPI’s
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 DISPLAY KPI’s
▪ eCPM
▪ % viewable
▪ CTR
▪ CPC

KPI’s
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 E-MAIL KPI’s
▪ Deliverrate
▪ Openrate
▪ Clickrate

KPI’s
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 Conversion Optimization

Conversion Rate Optimization

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 CONVERSION OPTIMIZATION (CRO)?
▪ What is CRO?
▪ Impact on your conversion rates
▪ Split URL testing
▪ A/B testing
▪ Convince and convert
▪ Cialdini – Principles of Persuasion
▪ Elements – wireframe
▪ Elements – colors
▪ Elements – texts
▪ Elements – forms
▪ Elements – offer / pricing
▪ Statistics
▪ Often made mistakes
▪ Tools
▪ Cases/Inspiration

Conversion Rate Optimization

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 WHAT IS CRO?
▪ CRO (Conversion Rate Optimization)
▪ Testing what is selling/converting better
▪ Scientific
▪ Trustworthy (significant) with enough data (testsubjects)

What can be tested?

▪ Websites
▪ Native apps
▪ Ads (Facebook / Google)
▪ E-mail (most platforms)

Conversion Rate Optimization

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 IMPACT ON CONVERSION RATES
▪ Big changes can bring big results
▪ Smaller changes bring smaller results

When to test big changes? (expect first round: 50-400% changes)

▪ New product, proposition, website or new market
▪ Low volume in traffic
▪ Low conversion rates

When to test smaller changes? (expect first round 10-80% changes)

▪ You are already converting at a respectable rate
▪ High volume in traffic

Conversion Rate Optimization

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 SPLIT URL TESTING
▪ Two (or more) separate URL’s have
a different design and/or
proposition
▪ Traffic gets devided (mostly 50/50)
evenly but has always the exact
same source
▪ You use this variant to test big
changes (wireframe, proposition,
etc)
▪ Low volume websites/webpages

Image source: Convert.com

Conversion Rate Optimization

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 A/B TESTING
▪ Tested elements are on same URL
▪ Wireframe stays the same
▪ Test variations of elements (button
color, button text, image, copy,
headlines, etc)
▪ Traffic gets evenly divided
▪ High traffic webpages

Conversion Rate Optimization

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 Convince and convert
▪ Need
▪ Time (save time)
▪ Recognization (social)
▪ Value
▪ Urgent (deal is only today)
▪ Trust (expert, icons of respected organizations)
▪ Ease (to do business with)
▪ Grant / award / liking

Conversion Rate Optimization

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 Cialdini – Principles of Persuasion
▪ Reciprocity (treat others like you like to be treated)
▪ Scarcity (only 25 seats available)
▪ Authority (all our consultants have a university degree)
▪ Consistency (first ask for a small commitment, then a bigger one)
▪ Liking (it’s easier to do business with someone you like)
▪ Consensus (when uncertain people will look at the actions of others)

https://www.influenceatwork.com/

Conversion Rate Optimization

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 WIREFRAME TESTING
▪ Positions elements differently
▪ Creates totally different design
▪ Check always mobile screen

Conversion Rate Optimization

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 COLORS TESTING
▪ Image color
▪ Background color
▪ Button color
▪ Textcolor

Source: Brightvessel.com

Conversion Rate Optimization

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 TEXT AND COPY TESTING?
▪ Title / Headers
▪ Button text: Order now / Place your order here/ Place order
▪ Copy

Resources:
https://blog.hubspot.com/marketing/persuasive-landing-page-content
https://neilpatel.com/blog/seduce-your-web-visitors/

Conversion Rate Optimization

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 FORMS Testing
▪ Number of fields
▪ Space and length
▪ Preformatted
▪ Error messages
▪ Context

+32%

Conversion Rate Optimization

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 OFFER / PRICING TESTING
Examples
▪ Offer higher discount (%) for a longer duration
▪ Add a coupon
▪ Compare to alternatives (better or cheaper)
▪ Change the price format ($2,95 to $2,78)
▪ Add a feature / incentive
▪ Bundling
▪ Upsell / Cross sell offerings

Conversion Rate Optimization

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 STATISTICS
Why is it important to have a significant test
result?
▪ Coincidence
▪ Eliminate major one time event

▪ https://cxl.com/ab-test-calculator/

https://vimeo.com/54004040

Conversion Rate Optimization

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 OFTEN MADE MISTAKES
▪ Change the test while it is running
▪ Don’t wait till it’s significant
▪ Change traffic sources
▪ Forget about seasonality
▪ Not running tests for full weeks;
▪ Doing A/B tests without enough traffic (or conversions);
▪ Not basing tests on a hypothesis;
▪ Not sending test data to Google Analytics;
▪ Giving up after the first test fails;
▪ Failing to understand false positives;
▪ Running multiple tests at the same time on overlapping traffic;
▪ Ignoring small gains;
▪ Not running tests all the time;

Conversion Rate Optimization

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 CRO Tools
Website
▪ Google Optimize
▪ Zoho Pagesense
▪ Omniconvert
▪ Visual Website Optimizer (also native)
▪ Optimizely (also native)

Native apps
▪ Apptimize
▪ Mixpanel
▪ Firebase

Conversion Rate Optimization

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 CRO Cases / Inspiration / Resources
▪ https://vwo.com/success-stories/
▪ https://www.wunderkind.co/uk/resources/?filter=All
▪ https://wpostats.com/
▪ https://www.wheelofpersuasion.com/
▪ https://neilpatel.com/blog/100-conversion-optimization-case-studies/
▪ https://www.omniconvert.com/case-studies/

Conversion Rate Optimization

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 Marketing Stack
Introduction
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 Marketingstack
▪ Elements marketingstack
▪ Examples of a marketingstack
▪ Building your marketingstack
▪ Connectors
▪ Resources

Marketingstack
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 Elements of your marketingstack
▪ CRM
▪ CMS
▪ Webanalytics
▪ Advertising
▪ E-mail marketing
▪ Social media
▪ Creative creation

▪ Data platform

Marketingstack
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Marketingstack
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 Source: chiefmartec.com

Marketingstack
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 Source: chiefmartec.com

Marketingstack
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 Source: chiefmartec.com

Marketingstack
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 Building your marketingstack
▪ Major components you won’t change easily (CRM, webshop, CMS)
▪ For SME’s most often best is to get as much features in a tool as possible (all in one)
▪ Focus on what is vital / existential for your business

Marketingstack
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 Connectors / Data integrators
▪ Zapier
▪ Import2
▪ Piesync
▪ Cart2Cart (webshop platform migration)
▪ WP Fusion (Wordpress Users to CRM, two way sunc)
▪ OneSaas
▪ Workato
▪ Leadsbridge
▪ Apiant
▪ Combidesk
▪ GAconnector
▪ Xplenty
▪ Blendr.io
▪ Automate.io

Marketingstack
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 Resources
▪ https://chiefmartec.com/
▪ Integrations page of your preffered tools

Marketingstack
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 THE END
▪ Next session about:
▪ 2a: Content marketing

Marketing bureau Zwolle

Freelance online marketeer
Freelance SEO specialist
Content marketing bureau

Marketingstack
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