7 Easy Ways to Make Your Site Read Minds

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Amazon, Google, Netflix, eBay, and basically all major web players are personalizing content. Here's what you do to optimize your content to match your audience's needs and drive results:
*How to stop playing guessing games with your web content
*Specific ways to increase conversion rates and customer engagement
*How to track and increase revenue per visit

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7 Easy Ways to Make Your Site Read Minds

  1. 1. Site Personalization: 7 Easy Ways to Make Your Site Read Minds@ keywordcatcherBart OlsonDir. Business DevelopmentKeyword Catcher
  2. 2. Hello there.
  3. 3. ..and the time of day where they are
  4. 4. This is how most websiteshandle this trafficThis This is what your is what Keyword site should doCatcher does
  5. 5. Welcome to the adaptable web. It’s all around you. Don’t believe me?Go search for “askew” in Google and see what happens
  6. 6. Analytics Are Easy to Come By
  7. 7. Actionable Analytics are Critical Capture customer data to create segments Personalize site content around segments Help people find what they’re looking for feel closer to the brand quickly buy online feel welcomed
  8. 8. SummaryYou should grab customer intentand shift site content to match it. Allow your site to listen and respond to customers. Shorten the path to your goal. A B The result is increased conversion and revenue.
  9. 9. Is your site good at selling?
  10. 10. What makes a good salesman? 1. Ask questions 2. Find out the customer’s need A B3. Give them the shortest, quickest path to filling their need
  11. 11. Your most important salesman is your website.
  12. 12. Every day customers are asking your website questions, but it isn’t listening and it isn’t responding.
  13. 13. 1. VIRTUAL INTERACTION
  14. 14. Origins.com example
  15. 15. Search begins, Google suggestsis origins all natural
  16. 16. Click #1 search Land on the home page result
  17. 17. After 1 second delay, cognitive drift begins.You have max 5 seconds to capture them.
  18. 18. Instead of this.... You get this.
  19. 19. Other sales-cycle questions you could address
  20. 20. Search begins, Google suggestsare michelin tires the best
  21. 21. Click #3 search User lands on home page result(michelinman.com)
  22. 22. Instead of giving them this tire selector when they land...
  23. 23. Why not answer their question? You can directly respond to a user’s question from the search bar that brought them to your site.You can trigger the best imageto address the user’s position in the salescycle when they land on your site. Yes. Michelin tires are the best.
  24. 24. 2. KEYWORD MIND READING
  25. 25. Backcountry.com example
  26. 26. womens hiking gear
  27. 27. Instead of this.... You get this.
  28. 28. But I’m doing mostly PPC advertising,I’m not focused on Organic Search....
  29. 29. 50% See This.100% See This. (world’s most 10% See This.valuable real estate) 50% See This.
  30. 30. Backcountry.com using PPC
  31. 31. best rainwear for women
  32. 32. Click #1 PPC Land on this page
  33. 33. Instead of this.... You get this.
  34. 34. Don’t make them hunt.
  35. 35. User searches for “iphone headphones”iphone headphones
  36. 36. Click on Search link toSkullcandy.com
  37. 37. Instead of this........
  38. 38. Keyword Catcher grabs “iphone” keyword and optimizes home page.
  39. 39. User searches for “middlebury spanish immersion” Click on link to mmla.middlebury.edu
  40. 40. Without personalization:
  41. 41. With personalization:
  42. 42. With customized content based on user searches andonline behavior, we’ve often seen online conversion rate increase by 20%
  43. 43. 3. CUSTOMIZED FOR SOCIAL MEDIA
  44. 44. Different social media channels send you different kinds of traffic. So why wouldn’t you change your site to cater to each of them?
  45. 45. 4. PERSONALIZED TO REFERRAL SITES
  46. 46. Refferal sites send vastly different types of traffic. Why not cater to them differently on your site?
  47. 47. For instance. A flower shop gets visitors from: Mortuary Dating Site CollegeParty Planner Mommy Blog High School Corporate Event Planner
  48. 48. Each channel can be identified by referral sites.ach type of visitor can get a customized experienc Personalize site content around segments
  49. 49. 5. PERSONALIZE SITE TO USER’S TIME OF DAY
  50. 50. Your visitors behave differently in the morning than they do at night.Why not make your site adapt to their time of day?
  51. 51. 6. ADAPT TO USER’S LOCATION
  52. 52. Michelin.com example
  53. 53. International users are all directed to this page
  54. 54. Every click loses 50% of yourtraffic, so why not give them this? Keyword Catcher detects user’s location and shows their country.
  55. 55. LanierLaw.com example
  56. 56. 57
  57. 57. 58
  58. 58. 59
  59. 59. 7. ALWAYS BE TESTING
  60. 60. Multivariate split testing removes guesswork in onlinemarketing.Quite simply, if you’re not using it, you’re missing outonextra online revenue. 61
  61. 61. Quick example: LexingtonLaw.com 62
  62. 62. 63
  63. 63. New message tested 64
  64. 64. Hundreds of combinations and tests revealed that the original home pagealways converted better. This went against a lot of assumptions. WINNER TRUSTThis is the messagethat mattered mostto visitors.This messageconverted bestevery time. 65
  65. 65. What should you track? • Conversion rate • Bounce rate • Exact revenue increase • Average order value • Items purchased • Page views
  66. 66. Benefits of the 7 Mind Reading Techniques• Conversion rate up• Bounce rate down• Better website stickiness• Personalize the experience• Less blind fishing• Put your analytics to work quickly and easily• Real-time. Respond to trends faster than the competition• Test new content on specific segments of the audience• Leverage social media data to personalize content
  67. 67. Thank You.@ keywordcatcherBart OlsonDir. Business DevelopmentKeyword Catcherbart@ keywordcatcher.comkeywordcatcher.com
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