1. 1 November 2008 CONVERSION MARKETING Fall 2008 Mary Lou Roberts 1

2. 2 November 2008 THE BASIC STRATEGIES Mary Lou Roberts Retention Conversion Acquisition

3. 3 November 2008 DIRECT MARKETING LEAD PROCESS Generate Leads Qualify Leads Distribute Leads Follow Up to Convert

4. 4 November 2008 QUALIFYING LEADS D esire A uthority M oney N eed Mary Lou Roberts 4

5. 5 November 2008 DISTRIBUTION, FOLLOW-UP Timing and Value of Lead Determines:  “Hot Prospects” to Field Sales to Close  Others to Combination of Personal/Non-Personal Media  Until Value/Timing Warrants Becoming “Hot Prospect” Mary Lou Roberts 5

6. 6 November 2008 CONVERSION ON THE INTERNET  Is It Click-Through From Online Ad That Brings Prospect to Web Site?  Register/ Capture Data – Begin Dialog  Is It Making a Purchase on the Site?  Now or at a Future Time? Mary Lou Roberts 6 It’s All Of The Above AND ALL CAN BE MEASURED

7. 7 November 2008 WEBSITE OPTIMIZER –BROAD PERSPECTIVE

8. 8 November 2008 THE CONVERSION PROCESS

9. 9 November 2008 SALES CONVERSION Mary Lou Roberts 9 www.omniture.com

10. 10 November 2008 MEDIA FOR GENERATION/CONVERSION Mary Lou Roberts 10

11. 11 November 2008 FUNNEL OR SPIDER? Mary Lou Roberts 11

12. 12 November 2008 OR SPAGHETTI?

13. 13 November 2008 http://www.omniture.com/modules/videoplayer/webinar/12

14. 14 November 2008 ONLINE CONVERSION RATES  Recent MarketingSherpa Study (quoted bysilverPOP)  Conversion rates 5.67 to 11.31 for FREE Offers  Ranged from 5.67 to 7.63 for E-Commerce Campaigns  Overall Conversion Lower  Peppers & Rogers: Making Every Interaction Count Mary Lou Roberts 14

15. 15 November 2008 CONVERSION RATES VARY BY... Conversion Rates Avg. 1.9% Varied – 1.2 to 3.9% (traffic) http://www.engineready.com/company/industrystudy/index.html

16. 16 November 2008 THREE KEY ISSUES  The Landing Page  Conversion Paths  Conversion Scenarios Mary Lou Roberts 16

17. 17 November 2008 LANDING PAGES

18. 18 November 2008 MARKETING SHERPA 2008

19. 19 November 2008 LANDING PAGE OBJECTIVES

20. 20 November 2008 BEST PRACTICES – LANDING PP

21. 21 November 2008 Whatever the Source of the Lead It Is a Mistake To Simply Dump Visitors on the Home Page Mary Lou Roberts 21

22. 22 November 2008 EMAIL > LANDING PAGE STUDY  Match E-Mail Copy to Landing Page  Especially the Call to Action  Same Look and Feel as the E-Mail  Ask Only Essential Questions  Navigation Bar May Distract from Conversion  Avoid Need to Scroll (Short Copy) Mary Lou Roberts 22

23. 23 November 2008 VIDEO LANDING PAGE STUDY Pentax Camera with Facial Recognition  Create Interest and Enthusiasm  Drive People to Dealers Incorporate Video into Landing Page  Create Landing Page  Banners (2 sizes) on Previously-Used/Tested Sites POP Materials to Drive People To Site Consumers Could Win an SUV Each Dealer Salesperson Who Sold a Camera Could Enter Another SUV Contest

24. 24 November 2008 Video Landing Page Counter Card Video “Repurposed” on Site http://www.pentaximaging.com/products/product_details/digital_camer a--Optio_Z10/reqID--10137993/subsection--optio

25. 25 November 2008 RESULTS – VP MARCOM  “We didn’t have any cameras left over. We sold out...Simply, this campaign created more enthusiasm than what we had seen before.” Here is a breakdown of the stats: - 14,815 unique viewers watched the video in the first month alone. - Viewers watched 71.2% of the clip on average. - 87% of the video viewers registered for the contest. “The banners worked. They seemed to drive people to the video, and I certainly think adding the prize of the Cruiser helped convince more people to take a look.” Marketing Sherpa, March 5, 2008

26. 26 November 2008 RICH MEDIA LANDING PAGES http://www.ioninteractive.com/liveball-saas-platform-tour/

27. 27 November 2008 CONVERSION PATHS & SCENARIOS

28. 28 November 2008 USE METRICS > MAP PATHS THROUGH SITE Mary Lou Roberts 28 The Anatomy of a Conversion Path Anna Talerico Executive Vice President ion interactive

29. 29 November 2008 BUILD SCENARIOS  Impression Point > Where Attention Attracted  Entry Point > Where Enters Funnel  Points of Resolution > Answers Questions Relevant to Purchase  Way Points > Provides Info. Necessary for Purchase  Conversion Beacon > Step Required to Accomplish Task  Conversion Point > Confirm That Task Has Been Completed Mary Lou Roberts 29 “What Exactly is a Conversion Scenario” and other articles on persuasion architecture by Bryan Eisenberg www.GrokDotCom.com

30. 30 November 2008 CREATE PERSONAS http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document

31. 31 November 2008 BEST PRACTICES - CONVERSION

32. 32 November 2008 DEFINING CONVERSION  There May Be Multiple Conversion Points  Better Stated: There May Be Many Steps On the Path to Conversion  Need to Measure/Influence Them All  Each Enterprise Must Define Conversion Itself  Request for Information/Capture Email Address  A First-Time Sale?  A Loyal Customer? Mary Lou Roberts 32

33. 33 November 2008 CONVERSION RESOURCES  www.marylouroberts.info www.marylouroberts.info  Direct Marketing > Chapter 11 Business to Business  http://www.olgassociation.org/index.php http://www.olgassociation.org/index.php  GrokDotCom http://www.grokdotcom.com/ http://www.grokdotcom.com/  Market Motive, new premium service  http://www.marketmotive.com/ http://www.marketmotive.com/ Web Sales with a Human Touch  http://www.strategy-business.com/media/file/enews-10-30-08.pdf Mary Lou Roberts 33