0
Best Practices in
Website Management, 
Part 1: How to Tur n Your Site in to a
Conversion Machine

1
Introductions!

Tom Wentworth, 

Chief Marketing Officer

@twentworth12

2


Kate Fogarty, 

Sr. Manager Digital Marketing
...
What You’ll Learn!
•  
Content is Still King in the New World of

SEO
•  
From HiPPOs to Data – Why You Need to

Adopt a W...
Attract -> Convert -> Profit

Attract

SEO / Paid
Search

Social Media

Convert

4

Visitors

Leads

Landing
Pages

Website...
Attract

5
Attract

Google SEO Algorithm Timeline!

2011

•  Panda

2012

•  Penguin

2013
6

•  Hummingbird
Attract

Panda"

Get Rid of Low Quality, Duplicate Content

“This update is designed to reduce rankings for low quality
si...
Attract

Avoiding the Panda: 4 Tips!

1.  Content is Still King, Write for Humans
2.  Engage w/ Share Worthy Content
3.  G...
Attract

Penguin"
Remove those unnatural links

•  “An important algorithm change targeted at webspam. The change will
dec...
Attract

Avoiding the Penguin: 4 Tips!

1.  Don’t Pay for Links, and Clean Them Up
2.  Demonstrate Authority
3.  Watch tha...
Attract

11

Introducing Hummingbird"
Match Search Results to Intent
Attract

The Hummingbird is Your Friend!
4 Tips!

1.  Answer Questions
2.  Universal Search
3.  Utilize Structured Markup
...
Attract

Start your SEO Strategy!

•  Start defining keywords
•  Make an exhaustive list
•  Add search volume

13
Attract

Mapping Keywords
"!

•  Map a page to each keyword

14
Attract

Page level meta data!

•  Now that you have your list
•  You have the pages that map to your list
•  Optimize you...
Attract

Watch and adjust!

Optimize

16
On Average, 98% of Web Content
will Not Drive Conversions!

Convert

Global Conversion rate

Abandonment Rate

Last 6 mont...
Convert

18
Convert

19
Convert

How do You Make Decisions for 
Landing Pages?
•  Speculation 
•  HiPPO: Highest Paid Person’s Opinion
•  Intuitio...
Convert

Website Optimization
Process!

•  Identify
–  What page to test

•  Analyze

–  What can be
improved?

•  Decide
...
Convert

Identify what to test!

Low hanging fruit:
•  where are conversations
happening now?
•  can you increase those?
H...
Convert

23

Analyze!
Convert

Test button copy!!

Which version Improved click through rate by 22% ?

24
Convert

Decide and Choose your test!

•  A/B Test
•  Split URL Test

25

•  Multivariate Test
•  Targeted Test
Convert

26

Pick a tool!
Convert

Create your test!

•  Pick your tool
•  Build!
•  Deploy

27
Convert

Which test won?!

A with 4% conversion compared to 3%

A

28

B
Convert

Learn!

9% conversion rate

29
Summary!
•  … Everything Comes Back to Great Content
•  … Let Data Be Your Guide 
•  … Test Early, Test Often

30
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Best Practices in Website Management, Part 1: How to Turn Your Site into a Conversion Machine

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Transcript of "Best Practices in Website Management, Part 1: How to Turn Your Site into a Conversion Machine"

  1. 1. Best Practices in Website Management, Part 1: How to Tur n Your Site in to a Conversion Machine 1
  2. 2. Introductions! Tom Wentworth, Chief Marketing Officer @twentworth12 2 Kate Fogarty, Sr. Manager Digital Marketing @katefogarty
  3. 3. What You’ll Learn! •  Content is Still King in the New World of SEO •  From HiPPOs to Data – Why You Need to Adopt a Website Optimization Strategy •  Real World Advice from the Trenches 3
  4. 4. Attract -> Convert -> Profit Attract SEO / Paid Search Social Media Convert 4 Visitors Leads Landing Pages Website Optimization Referral / Traffic
  5. 5. Attract 5
  6. 6. Attract Google SEO Algorithm Timeline! 2011 •  Panda 2012 •  Penguin 2013 6 •  Hummingbird
  7. 7. Attract Panda" Get Rid of Low Quality, Duplicate Content “This update is designed to reduce rankings for low quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high quality sites —sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.” 7
  8. 8. Attract Avoiding the Panda: 4 Tips! 1.  Content is Still King, Write for Humans 2.  Engage w/ Share Worthy Content 3.  Get Rid of Duplicate Content 4.  Atone For Your Past Sins 8
  9. 9. Attract Penguin" Remove those unnatural links •  “An important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google's existing quality guidelines.” 9
  10. 10. Attract Avoiding the Penguin: 4 Tips! 1.  Don’t Pay for Links, and Clean Them Up 2.  Demonstrate Authority 3.  Watch that Anchor Text 4.  If You Get Hit, Consider the Google “Disavow Links” Tool 10
  11. 11. Attract 11 Introducing Hummingbird" Match Search Results to Intent
  12. 12. Attract The Hummingbird is Your Friend! 4 Tips! 1.  Answer Questions 2.  Universal Search 3.  Utilize Structured Markup 4.  Optimize for Mobile Search 12
  13. 13. Attract Start your SEO Strategy! •  Start defining keywords •  Make an exhaustive list •  Add search volume 13
  14. 14. Attract Mapping Keywords "! •  Map a page to each keyword 14
  15. 15. Attract Page level meta data! •  Now that you have your list •  You have the pages that map to your list •  Optimize your pages 1. Ensure page titles include that term 2. Ensure the description is accurate 3. Alt/Title tags are filled out 4. H1/H2 tags 5. Event tracking 15
  16. 16. Attract Watch and adjust! Optimize 16
  17. 17. On Average, 98% of Web Content will Not Drive Conversions! Convert Global Conversion rate Abandonment Rate Last 6 months Last 6 months 6% 0% Dec 17 100% 0% Jan Feb Mar Apr Source: http://index.fireclick.com/ May Dec Jan Feb Mar Apr May
  18. 18. Convert 18
  19. 19. Convert 19
  20. 20. Convert How do You Make Decisions for Landing Pages? •  Speculation •  HiPPO: Highest Paid Person’s Opinion •  Intuition •  Agency experience •  Argument •  Quasi-objective •  Focus groups •  A/B Testing •  Usability testing 20
  21. 21. Convert Website Optimization Process! •  Identify –  What page to test •  Analyze –  What can be improved? •  Decide –  A|B, MVT •  Pick –  The right tool •  Create –  Build your test •  Deploy •  Learn 21
  22. 22. Convert Identify what to test! Low hanging fruit: •  where are conversations happening now? •  can you increase those? High trafficked pages •  add conversion event? •  test additional assets? (sidebar items, footer items) 22
  23. 23. Convert 23 Analyze!
  24. 24. Convert Test button copy!! Which version Improved click through rate by 22% ? 24
  25. 25. Convert Decide and Choose your test! •  A/B Test •  Split URL Test 25 •  Multivariate Test •  Targeted Test
  26. 26. Convert 26 Pick a tool!
  27. 27. Convert Create your test! •  Pick your tool •  Build! •  Deploy 27
  28. 28. Convert Which test won?! A with 4% conversion compared to 3% A 28 B
  29. 29. Convert Learn! 9% conversion rate 29
  30. 30. Summary! •  … Everything Comes Back to Great Content •  … Let Data Be Your Guide •  … Test Early, Test Often 30
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