The document discusses combining search engine optimization (SEO) with conversion rate optimization (CRO) techniques. It describes who the author is and why the two strategies should be used together. The author advocates for an approach of validated learning through testing to drive improvements. Small tests should be run to identify opportunities and validate hypotheses before implementing changes, with a focus on simplicity, authenticity and putting the user first.
27. Mike Pantoliano | @MikeCP
Identify
Something
to Test
Run Test
Find
Significance
Implement
There’s
Something
Missing
Here
28. “Progress in manufacturing is
measured by the production of
high quality goods. The unit of
progress for Lean Startups is
validated learning-a rigorous
method for demonstrating
progress when one is embedded
in the soil of extreme
uncertainty.”
Mike Pantoliano | @MikeCP
46. Mike Pantoliano | @MikeCP
"I highly recommend this. Surgery would
have been awful. I thought that it would
be time consuming, but it wasn't bad at
all, especially considering how great I
feel."
Mary S., Tuscaloosa, AL
68. The commonality across all of
these examples (and thousands
more in our other studies) is that
users pay attention to
information-carrying images
that show content that's relevant
to the task at hand. And users
ignore purely decorative images
that don't add real content to the
page. So much fluff — of which
there's too much already on the
Web.
http://www.useit.com/alertbox/photo-content.html
Mike Pantoliano | @MikeCP
75. Mike Pantoliano | @MikeCP
Why?
ROI
Career Level Up
(not provided)
Panda
Traffic that Doesn’t Convert
Customer Behavior Intuition++
Responsibility Level Up
76. Mike Pantoliano | @MikeCP
How?
Strive for Validated Learning
Be Authentic
Simplicity
“You”, Not “We”
Be (a) Human
Be Inspired – Don’t Just Copy
Sweat the small stuff – Test the
big stuff
77. Thanks!
More:
101 Landing Page Optimization Tips (Unbounce)
What Spending $252,000 On Conversion Rate Optimization
Taught Me (Quicksprout)
616 (and counting) CRO Tips (Unbounce)
MIKE PANTOLIANO