Lead Website Visitors To Water AND Make Them Drink

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  • 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