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How To Lead Website Visitors To Water AND Make Them Drink<br />The Complimentary Relationship of SEO and CRO<br />
Agenda<br />Intro to SEO and CRO<br />The Buying Cycle<br />The Four Personalities<br />How Personas and The Buying Cycle ...
Great Websites Are Like Great Sales People<br />Websites are not Marketing.<br />Traditional Sales & Marketing Roles<br />...
Doing things to get your website as high as possible in the search results<br />Pay <br />Per Click<br />Pay <br />Per Cli...
What Is Conversion Rate and CRO?<br />The percentage of visitors that take a desired action. <br />Conversion Rate Optimiz...
The Financial Impact of Conversion Rate Optimization<br />Moving from 2% to 3% conversion rate equals almost $500,000 more...
Why Do SEO And CRO Work Well Together?<br />Organic traffic tends to be “good” traffic with higher rates of “intention”.<b...
The Buying Decision Process<br />
4 Dimensions Of A Sale<br />
4 Personality Types<br />Competitive<br />Why are you the best?<br />What can you do for me?<br />Spontaneous<br />How can...
Intersection of Personalities & Buying Decision<br />
Search Engine Traffic and the Buying Cycle<br />Your Keywords Matter<br />
Keywords Are The Foundation Of SEO<br />Keyword research<br />Keyword and site architecture planning<br />Keyword rich con...
80/20 Rule For Keywords<br />80% of keywords are Informational<br />searching involves looking for a specific fact or topi...
Keyword Value<br />(thanks to Aaron Wall of SEOBook for this image)<br />
A Google Study On Converting Keywords<br />Source: http://static.googleusercontent.com/external_content/untrusted_dlcp/www...
When Creating Your Keyword Strategy<br />Use keywords relevant to various stages of the buying cycle<br />A user captured ...
Conversion Rate Optimization<br />Maximize ROI From Your Website Traffic<br />
The Secret To Increasing Conversions<br />Reduce “Friction”<br />Answer the Basics FIRST<br />Who are you?<br />What do yo...
The 5 Pillars of Conversion Optimization<br />Usability<br />Persuasion<br />Design<br />Navigation and Information Archit...
Usability<br />10 Usability Questions for EVERY Page<br />From a User’s Perspective<br />Does it load quickly?<br />Is the...
Avoid common pitfalls<br />Pogo sticking<br />Visitors can’t find what they need; they return to the home page to try agai...
Does content display?<br />Before you optimize content, do cross browser testing to make sure people can see it <br />Grea...
Do pages load quickly?<br />Even tiny lifts in page load times impact conversion<br />Amazon sales fell by 1% for every 10...
Form Usability<br />12% of people try to submit “Site Type” without selecting an option <br />25% of “Dropped Forms” occur...
Persuasion<br />Persuasion is a “Conversation” between the website and the visitor that convinces them to take action.<br ...
Design (Look & Feel)<br />Look and Feel relates to the overall visual impression people have of our website. <br />People ...
Navigation& Information Architecture<br />Navigation relates to all the buttons and links people use to find information o...
Content<br />Orient, Inform, Satisfy then Sell.<br />Is copy scan-able and skim-able?<br />Is grammar & spelling correct?<...
Other Conversion Optimization Assets<br />Chat<br />Reviews<br />Forms<br />Cart<br />Testimonial Videos<br />Live Demos<b...
Use Hindsight As A Super Power !<br />Quantitative<br />Analytics<br />Heat-maps<br />CRMs<br />Qualitative<br />User Test...
Start with bigger impact items<br />Reduce clutter<br />Make headlines more relevant<br />Strengthen copy that appears clo...
Start With ‘Entry’ Pages 	<br />Start with Bounce Rate of top 3 entry pages.<br />Need to answer 3 questions is 3 seconds:...
Bottom-up Approach<br />
Bottom-up Approach<br />20%<br />When Cart/Form Conversions Look Bad<br />The Straw effect?<br />When Cart/Form Conversion...
Continuous Improvement<br />Conversion Optimization is good, performed on a continuous basis, it is better! <br />Seeks "i...
Continuous Optimization con’t <br />Avoids Crisis (Good, Fast & Cheap)<br />Shows an immediate benefit<br />Doesn’t disrup...
Continuous Improvement Case Study<br />Organic Search Conversion Rate Increase: 167%<br />Overall Conversion Rate Increase...
Continuous Improvement Case Study<br />Conversion Rate Increase: 129%<br />Cost Per Acquisition Reduced: 48%<br />Homepage...
Some Tools For Conversion Optimization<br /><ul><li>Open Hallway
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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 of "Lead Website Visitors To Water AND Make Them Drink"

    1. 1. How To Lead Website Visitors To Water AND Make Them Drink<br />The Complimentary Relationship of SEO and CRO<br />
    2. 2. Agenda<br />Intro to SEO and CRO<br />The Buying Cycle<br />The Four Personalities<br />How Personas and The Buying Cycle Influence Search Keywords<br />Five Pillars of Conversion Optimization<br />Continually Improving Your Website<br />
    3. 3. Great Websites Are Like Great Sales People<br />Websites are not Marketing.<br />Traditional Sales & Marketing Roles<br />Marketing Drives Traffic (Search Engine Optimization)<br />Sales Converts Traffic (Conversion Rate Optimization)<br />Websites are Sales<br />How do Great Sales People really work?<br />Figure out who they’re talking to.<br />Make them feel Comfortable<br />Discovers their needs & motivations<br />Help Them (Provide Information & Options)<br />Asks the Buying Question (When its most effective).<br />What does she do with Marketing Collateral?<br />
    4. 4. Doing things to get your website as high as possible in the search results<br />Pay <br />Per Click<br />Pay <br />Per Click<br />seOverflow Client<br />Organic Results<br />What Is Search Engine Optimization?<br />
    5. 5. What Is Conversion Rate and CRO?<br />The percentage of visitors that take a desired action. <br />Conversion Rate Optimization (CRO) is the process of increasing that percentage.<br />If your website does not convert well, the money you spend on generating traffic is wasted.<br />SEO<br />Affiliates<br />Content Marketing<br />Paid Search, Display<br />It is cheaper to increase conversions on existing traffic than to buy more traffic<br />
    6. 6. The Financial Impact of Conversion Rate Optimization<br />Moving from 2% to 3% conversion rate equals almost $500,000 more in annual revenue!<br />Average website order size = $200<br />
    7. 7. Why Do SEO And CRO Work Well Together?<br />Organic traffic tends to be “good” traffic with higher rates of “intention”.<br />SEO can be expensive, and CRO ensures that ROI is maximized.<br />With recent changes to Google (Panda), some conversion rate factors are now search ranking factors.<br />
    8. 8. The Buying Decision Process<br />
    9. 9. 4 Dimensions Of A Sale<br />
    10. 10. 4 Personality Types<br />Competitive<br />Why are you the best?<br />What can you do for me?<br />Spontaneous<br />How can I get what I need fast?<br />Can you help me narrow down my choices?<br />Humanistic<br />Who uses your products?<br />Who are you?<br />Methodical<br />How does it work?<br />What proof do you have?<br />Quick<br />Vs.<br />Slow<br />Logical vs. Emotional<br />
    11. 11. Intersection of Personalities & Buying Decision<br />
    12. 12. Search Engine Traffic and the Buying Cycle<br />Your Keywords Matter<br />
    13. 13. Keywords Are The Foundation Of SEO<br />Keyword research<br />Keyword and site architecture planning<br />Keyword rich content<br />Keyword rich links<br />
    14. 14. 80/20 Rule For Keywords<br />80% of keywords are Informational<br />searching involves looking for a specific fact or topic<br />10% of keywords are Navigational<br />searcher seeks to locate a specific web site<br />10% of keywords are Transactional<br />searcher looks for information related to buying a particular product or service<br />http://www.sciencedirect.com/science/article/pii/S030645730700163X - Penn State Study<br />
    15. 15. Keyword Value<br />(thanks to Aaron Wall of SEOBook for this image)<br />
    16. 16. A Google Study On Converting Keywords<br />Source: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/ads/techb2b_news.pdf<br />
    17. 17. When Creating Your Keyword Strategy<br />Use keywords relevant to various stages of the buying cycle<br />A user captured early in the buying cycle can be nurtured into a sale – most likely Informational type keywords.<br />Make sure the ‘intent’ of the target keyword is represented in your content<br />
    18. 18. Conversion Rate Optimization<br />Maximize ROI From Your Website Traffic<br />
    19. 19. The Secret To Increasing Conversions<br />Reduce “Friction”<br />Answer the Basics FIRST<br />Who are you?<br />What do you do?<br />What does it mean to you.<br />Make the Website a Sales Person<br />
    20. 20. The 5 Pillars of Conversion Optimization<br />Usability<br />Persuasion<br />Design<br />Navigation and Information Architecture<br />Content<br />
    21. 21. Usability<br />10 Usability Questions for EVERY Page<br />From a User’s Perspective<br />Does it load quickly?<br />Is the purpose clear?<br />What does the user call it?<br />Is it consistent?<br />Is it standard?<br />Do I have a good reason for straying from the standard?<br />Does it work?<br />Are elements displayed in priority order?<br />Is there a clear call to action?<br />Is it confusing?<br />
    22. 22. Avoid common pitfalls<br />Pogo sticking<br />Visitors can’t find what they need; they return to the home page to try again<br />Linkitus<br />Visitors don’t know where the links lead; they click around to find what they need<br />Windows <br />a plenty<br />Visitors get lost with too many separate windows<br />Roach motels<br />Visitors get frustrated with dead end pages with no way to go back (PDFs)<br />
    23. 23. Does content display?<br />Before you optimize content, do cross browser testing to make sure people can see it <br />Great resource: http://crossbrowsertesting.com/<br />
    24. 24. Do pages load quickly?<br />Even tiny lifts in page load times impact conversion<br />Amazon sales fell by 1% for every 100 millisecond increase <br />Great resource: http://www.webpagetest.org/compare<br />
    25. 25. Form Usability<br />12% of people try to submit “Site Type” without selecting an option <br />25% of “Dropped Forms” occur at “Site Type”<br />40% of submits are without a utility.<br />202% lift form leads<br />Their next ¼ results<br />
    26. 26. Persuasion<br />Persuasion is a “Conversation” between the website and the visitor that convinces them to take action.<br />Website.com– “Register for a 30-Day Trial of our Software”<br />Visitor – “I get a lot of SPAM. Why should I give up personal info? How hard is it to set up?”<br />Website.com– “Simple to Install & Configure with Full Trial Support. Used by 2000 small & medium sized businesses. View our Privacy Policy”.<br />
    27. 27.
    28. 28.
    29. 29.
    30. 30. Design (Look & Feel)<br />Look and Feel relates to the overall visual impression people have of our website. <br />People judge books by their covers. <br />We have a few seconds after they land on our website.<br />Five Elements of Look and Feel<br />Design<br />Color<br />Graphics & Photos<br />Layout<br />Sound & Motion<br />
    31. 31.
    32. 32.
    33. 33. Navigation& Information Architecture<br />Navigation relates to all the buttons and links people use to find information on the website.<br />Greatest source of “Friction”<br />Improve Navigation by Asking These Questions<br />Can I tell if it’s “hot”?<br />Is it clear what I will find if I click?<br />Is navigation consistent across pages?<br />Does my navigation use my target audience’s words?<br />Is my navigation persuasive?<br />Do people know where they are on the website?<br />Do I have important & relevant information when its being looked for?<br />
    34. 34.
    35. 35.
    36. 36. Content<br />Orient, Inform, Satisfy then Sell.<br />Is copy scan-able and skim-able?<br />Is grammar & spelling correct?<br />Does copy address my target personas’ needs and questions?<br />Does copy lead through the buying process?<br />Does copy incorporate SEO keywords?<br />Do links create interest and pull people through my site?<br />Are calls to action relevant and clear & well placed?<br />Does copy match the brand & marketing message?<br />Does copy focus on benefits instead of features?<br />Does copy “we we” all over itself? <br />Jargon much?<br />
    37. 37. Other Conversion Optimization Assets<br />Chat<br />Reviews<br />Forms<br />Cart<br />Testimonial Videos<br />Live Demos<br />Recorded Webinars<br />White Papers<br />Data Sheets<br />Case Studies<br />Customer Service<br />
    38. 38. Use Hindsight As A Super Power !<br />Quantitative<br />Analytics<br />Heat-maps<br />CRMs<br />Qualitative<br />User Testing<br />Surveys<br />Screen Recordings<br />
    39. 39. Start with bigger impact items<br />Reduce clutter<br />Make headlines more relevant<br />Strengthen copy that appears closest to images<br />Try a more compelling offer<br />Test trust factors (e.g., testimonials, awards, security badges, phone numbers, etc.)<br />Ensure calls to actions follow best practices (i.e., copy, placement, contrast and color)<br />Use more engaging imagery<br />
    40. 40. Start With ‘Entry’ Pages <br />Start with Bounce Rate of top 3 entry pages.<br />Need to answer 3 questions is 3 seconds:<br />Who are you?<br />What do you do?<br />What does it mean <br />to me?<br />Watch the fold, <br />but don’t be afraid of it.<br />15% Bounce Rate & the <br />majority of clicks are below<br />the fold.<br />
    41. 41. Bottom-up Approach<br />
    42. 42. Bottom-up Approach<br />20%<br />When Cart/Form Conversions Look Bad<br />The Straw effect?<br />When Cart/Form Conversions Look Good<br />Weeded success?<br />65%<br />
    43. 43. Continuous Improvement<br />Conversion Optimization is good, performed on a continuous basis, it is better! <br />Seeks "incremental" improvement over time.<br />Site user experience is constantly evaluated and improved.<br />
    44. 44. Continuous Optimization con’t <br />Avoids Crisis (Good, Fast & Cheap)<br />Shows an immediate benefit<br />Doesn’t disrupt customers <br />Costs less with cost spread over time.<br />Tested & optimized along the way.<br />Agile & flexible<br />
    45. 45. Continuous Improvement Case Study<br />Organic Search Conversion Rate Increase: 167%<br />Overall Conversion Rate Increase: 63%<br />
    46. 46. Continuous Improvement Case Study<br />Conversion Rate Increase: 129%<br />Cost Per Acquisition Reduced: 48%<br />Homepage Bounce Rate Reduced To: 15.62%<br />
    47. 47. Some Tools For Conversion Optimization<br /><ul><li>Open Hallway
    48. 48. Optimizely
    49. 49. Optimost
    50. 50. Plainframe.com
    51. 51. Reedge
    52. 52. See Why
    53. 53. Silverback
    54. 54. Simple Mouse Tracking
    55. 55. Usabilla
    56. 56. UserFly
    57. 57. UserTesting.com
    58. 58. UTest
    59. 59. Verify
    60. 60. Vertster
    61. 61. Visual Website Optimizer
    62. 62. Yield bot
    63. 63. AskYourTargetMarket.com
    64. 64. Attention Wizard
    65. 65. Bounce
    66. 66. BTBuckets
    67. 67. Chalkmark
    68. 68. Chartbeat
    69. 69. Clickheat
    70. 70. ClickTale
    71. 71. Clixpy
    72. 72. Crazy Egg
    73. 73. CrossBrowserTesting.com
    74. 74. Crowd Science
    75. 75. Ethnio
    76. 76. Feng-GUI
    77. 77. Five Second Test
    78. 78. Flash Feedback
    79. 79. Formalive.com
    80. 80. GazeHawk
    81. 81. Google Trends
    82. 82. Google Website Optimizer
    83. 83. Gutcheckit.com
    84. 84. Kampyle
    85. 85. Kiss Insights
    86. 86. Kiss Metrics
    87. 87. Live Person
    88. 88. Loop11
    89. 89. Mechanical Turk
    90. 90. Omniture Test & Target</li></li></ul><li>Mike Belasco @belasco<br />seOverflow – SEO Agency<br />www.seoverflow.com<br />@seoverflow<br />mike@seoverflow.com<br /> Starting at $1250 per month<br />ConversionIQ – Conversion Optimization Agency<br />www.conversioniq.com<br />@conversioniq<br />mike@conversioniq.com<br />Starting at $695 per month<br />
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