Your SlideShare is downloading. ×
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Lead Website Visitors To Water AND Make Them Drink

595

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
595
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • People rationalize buying decisions with facts but make decisions to buy based on feelingsFlip side of selling process but operates in tandem with selling processThe series of steps visitors go through consciously or subconsciouslyA website must present opportunities for the visitor to satisfy each step
  • Need – critical to necessary to luxuryKnowledge – what does one need to know in order to be able to buy your product, remove confusion and friction
  • Low hanging fruit first, then bottom up approach
  • You’ve got a low site conversion rate, what is the problem….Look at the cart… If conversions through the cart are bad, thing is, your cart maybe pretty goodBut… the experience was so bad b4 the cart, and that one little issue with the cart was the straw that broke the camels back…Let’s take another scenartio where the conversion rate through the cart is good, but Remember that your conversion rate is still low… Only the most determined visitors are making to the cart so of course they convert wellOnce you improve the experience before the cart, more people will get in the cart but may not convert as wellNow the cart needs to be optimized for less motivated people
  • Transcript

    • 1. How To Lead Website Visitors To Water AND Make Them Drink
      The Complimentary Relationship of SEO and CRO
    • 2. Agenda
      Intro to SEO and CRO
      The Buying Cycle
      The Four Personalities
      How Personas and The Buying Cycle Influence Search Keywords
      Five Pillars of Conversion Optimization
      Continually Improving Your Website
    • 3. Great Websites Are Like Great Sales People
      Websites are not Marketing.
      Traditional Sales & Marketing Roles
      Marketing Drives Traffic (Search Engine Optimization)
      Sales Converts Traffic (Conversion Rate Optimization)
      Websites are Sales
      How do Great Sales People really work?
      Figure out who they’re talking to.
      Make them feel Comfortable
      Discovers their needs & motivations
      Help Them (Provide Information & Options)
      Asks the Buying Question (When its most effective).
      What does she do with Marketing Collateral?
    • 4. Doing things to get your website as high as possible in the search results
      Pay
      Per Click
      Pay
      Per Click
      seOverflow Client
      Organic Results
      What Is Search Engine Optimization?
    • 5. What Is Conversion Rate and CRO?
      The percentage of visitors that take a desired action.
      Conversion Rate Optimization (CRO) is the process of increasing that percentage.
      If your website does not convert well, the money you spend on generating traffic is wasted.
      SEO
      Affiliates
      Content Marketing
      Paid Search, Display
      It is cheaper to increase conversions on existing traffic than to buy more traffic
    • 6. The Financial Impact of Conversion Rate Optimization
      Moving from 2% to 3% conversion rate equals almost $500,000 more in annual revenue!
      Average website order size = $200
    • 7. Why Do SEO And CRO Work Well Together?
      Organic traffic tends to be “good” traffic with higher rates of “intention”.
      SEO can be expensive, and CRO ensures that ROI is maximized.
      With recent changes to Google (Panda), some conversion rate factors are now search ranking factors.
    • 8. The Buying Decision Process
    • 9. 4 Dimensions Of A Sale
    • 10. 4 Personality Types
      Competitive
      Why are you the best?
      What can you do for me?
      Spontaneous
      How can I get what I need fast?
      Can you help me narrow down my choices?
      Humanistic
      Who uses your products?
      Who are you?
      Methodical
      How does it work?
      What proof do you have?
      Quick
      Vs.
      Slow
      Logical vs. Emotional
    • 11. Intersection of Personalities & Buying Decision
    • 12. Search Engine Traffic and the Buying Cycle
      Your Keywords Matter
    • 13. Keywords Are The Foundation Of SEO
      Keyword research
      Keyword and site architecture planning
      Keyword rich content
      Keyword rich links
    • 14. 80/20 Rule For Keywords
      80% of keywords are Informational
      searching involves looking for a specific fact or topic
      10% of keywords are Navigational
      searcher seeks to locate a specific web site
      10% of keywords are Transactional
      searcher looks for information related to buying a particular product or service
      http://www.sciencedirect.com/science/article/pii/S030645730700163X - Penn State Study
    • 15. Keyword Value
      (thanks to Aaron Wall of SEOBook for this image)
    • 16. A Google Study On Converting Keywords
      Source: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/ads/techb2b_news.pdf
    • 17. When Creating Your Keyword Strategy
      Use keywords relevant to various stages of the buying cycle
      A user captured early in the buying cycle can be nurtured into a sale – most likely Informational type keywords.
      Make sure the ‘intent’ of the target keyword is represented in your content
    • 18. Conversion Rate Optimization
      Maximize ROI From Your Website Traffic
    • 19. The Secret To Increasing Conversions
      Reduce “Friction”
      Answer the Basics FIRST
      Who are you?
      What do you do?
      What does it mean to you.
      Make the Website a Sales Person
    • 20. The 5 Pillars of Conversion Optimization
      Usability
      Persuasion
      Design
      Navigation and Information Architecture
      Content
    • 21. Usability
      10 Usability Questions for EVERY Page
      From a User’s Perspective
      Does it load quickly?
      Is the purpose clear?
      What does the user call it?
      Is it consistent?
      Is it standard?
      Do I have a good reason for straying from the standard?
      Does it work?
      Are elements displayed in priority order?
      Is there a clear call to action?
      Is it confusing?
    • 22. Avoid common pitfalls
      Pogo sticking
      Visitors can’t find what they need; they return to the home page to try again
      Linkitus
      Visitors don’t know where the links lead; they click around to find what they need
      Windows
      a plenty
      Visitors get lost with too many separate windows
      Roach motels
      Visitors get frustrated with dead end pages with no way to go back (PDFs)
    • 23. Does content display?
      Before you optimize content, do cross browser testing to make sure people can see it
      Great resource: http://crossbrowsertesting.com/
    • 24. Do pages load quickly?
      Even tiny lifts in page load times impact conversion
      Amazon sales fell by 1% for every 100 millisecond increase
      Great resource: http://www.webpagetest.org/compare
    • 25. Form Usability
      12% of people try to submit “Site Type” without selecting an option
      25% of “Dropped Forms” occur at “Site Type”
      40% of submits are without a utility.
      202% lift form leads
      Their next ¼ results
    • 26. Persuasion
      Persuasion is a “Conversation” between the website and the visitor that convinces them to take action.
      Website.com– “Register for a 30-Day Trial of our Software”
      Visitor – “I get a lot of SPAM. Why should I give up personal info? How hard is it to set up?”
      Website.com– “Simple to Install & Configure with Full Trial Support. Used by 2000 small & medium sized businesses. View our Privacy Policy”.
    • 27.
    • 28.
    • 29.
    • 30. Design (Look & Feel)
      Look and Feel relates to the overall visual impression people have of our website.
      People judge books by their covers.
      We have a few seconds after they land on our website.
      Five Elements of Look and Feel
      Design
      Color
      Graphics & Photos
      Layout
      Sound & Motion
    • 31.
    • 32.
    • 33. Navigation& Information Architecture
      Navigation relates to all the buttons and links people use to find information on the website.
      Greatest source of “Friction”
      Improve Navigation by Asking These Questions
      Can I tell if it’s “hot”?
      Is it clear what I will find if I click?
      Is navigation consistent across pages?
      Does my navigation use my target audience’s words?
      Is my navigation persuasive?
      Do people know where they are on the website?
      Do I have important & relevant information when its being looked for?
    • 34.
    • 35.
    • 36. Content
      Orient, Inform, Satisfy then Sell.
      Is copy scan-able and skim-able?
      Is grammar & spelling correct?
      Does copy address my target personas’ needs and questions?
      Does copy lead through the buying process?
      Does copy incorporate SEO keywords?
      Do links create interest and pull people through my site?
      Are calls to action relevant and clear & well placed?
      Does copy match the brand & marketing message?
      Does copy focus on benefits instead of features?
      Does copy “we we” all over itself?
      Jargon much?
    • 37. Other Conversion Optimization Assets
      Chat
      Reviews
      Forms
      Cart
      Testimonial Videos
      Live Demos
      Recorded Webinars
      White Papers
      Data Sheets
      Case Studies
      Customer Service
    • 38. Use Hindsight As A Super Power !
      Quantitative
      Analytics
      Heat-maps
      CRMs
      Qualitative
      User Testing
      Surveys
      Screen Recordings
    • 39. Start with bigger impact items
      Reduce clutter
      Make headlines more relevant
      Strengthen copy that appears closest to images
      Try a more compelling offer
      Test trust factors (e.g., testimonials, awards, security badges, phone numbers, etc.)
      Ensure calls to actions follow best practices (i.e., copy, placement, contrast and color)
      Use more engaging imagery
    • 40. Start With ‘Entry’ Pages
      Start with Bounce Rate of top 3 entry pages.
      Need to answer 3 questions is 3 seconds:
      Who are you?
      What do you do?
      What does it mean
      to me?
      Watch the fold,
      but don’t be afraid of it.
      15% Bounce Rate & the
      majority of clicks are below
      the fold.
    • 41. Bottom-up Approach
    • 42. Bottom-up Approach
      20%
      When Cart/Form Conversions Look Bad
      The Straw effect?
      When Cart/Form Conversions Look Good
      Weeded success?
      65%
    • 43. Continuous Improvement
      Conversion Optimization is good, performed on a continuous basis, it is better!
      Seeks "incremental" improvement over time.
      Site user experience is constantly evaluated and improved.
    • 44. Continuous Optimization con’t
      Avoids Crisis (Good, Fast & Cheap)
      Shows an immediate benefit
      Doesn’t disrupt customers
      Costs less with cost spread over time.
      Tested & optimized along the way.
      Agile & flexible
    • 45. Continuous Improvement Case Study
      Organic Search Conversion Rate Increase: 167%
      Overall Conversion Rate Increase: 63%
    • 46. Continuous Improvement Case Study
      Conversion Rate Increase: 129%
      Cost Per Acquisition Reduced: 48%
      Homepage Bounce Rate Reduced To: 15.62%
    • 47. Some Tools For Conversion Optimization
    • Mike Belasco @belasco
      seOverflow – SEO Agency
      www.seoverflow.com
      @seoverflow
      mike@seoverflow.com
      Starting at $1250 per month
      ConversionIQ – Conversion Optimization Agency
      www.conversioniq.com
      @conversioniq
      mike@conversioniq.com
      Starting at $695 per month

    ×