CRO for Local BusinessesHow to make your local/small business website optimized for visitor conversions.<br />Rand Fishkin...
At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.<br />
What is Conversion Rate Optimization (CRO)?<br />Visitors Who ConvertTotal Visits<br />
CRO Measures the Rate at Which Your WebsiteGets Visitors to Make Desired Actions<br />Hotel Forum probably wants lots of v...
Desired Actions Could Include:<br />Booking a Reservation<br />Watching a Video<br />Viewing Contact Details<br />Tweeting...
Example of a Typical Local Website’s Funnel:<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />15%<br />10%...
How Can We Improve Desired Actions?<br />Let’s Make it Better!<br />
More Traffic<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />15%<br />10%<br />More visits to the home pa...
A Better Funnel<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />25%<br />20%<br />A better “conversion ra...
Tracking Local Business Funnels<br />That which goes unmeasured cannot be improved.<br />
Basic Google Analytics Data<br />2.7% of visitors click the “sneak a peek” link; maybe we should make that more obvious.<b...
Advanced Segments and Filters<br />Our “Social Media” segment<br />Includes sources like Twitter,<br />Facebookand LinkedI...
Adding “Goals” in Analytics<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www....
Click-to-Call Tracking<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.kaush...
Creating a Weekly Conversion Dashboard<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />...
Analyzing Quality of Traffic Sources<br />Quality > Quantity<br />(at least, most of the time)<br />
Segmenting Traffic by Conversion Rate<br />Looks like Facebook & Twitter traffic are reasonably good, while StumbleUpon + ...
Focusing on “Good” Traffic Sources<br />This filter lets me show only sites that sent more than 100 visits<br />http:/goog...
Experimenting to Stay Fresh + Relevant<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />...
Keys to Local Business Successon the Web<br />What does it take?<br />
The Right Content<br />
Contact Information<br />Excellent! The Gelateria has a link that says “Contact Us”<br />http:/googleblog.blogspot.com/201...
Services List / Pricing<br />There’s a list of all their offerings, but no prices <br />http:/googleblog.blogspot.com/201...
Photos<br />Once I see it, I REALLY want to go!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.h...
Reviews (Editorial + Users)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://blue...
Viral/Blog/Share-Worthy Content(on the same domain!)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffe...
Search Friendly<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Good recipes AND they’r...
Mobile Friendly<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.mobistro.com...
Important Information is Easy to Access<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br /...
The Right Interface / Design<br />
Simple<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.keithcakes.com.au/<br />
Easy to Navigate<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://easybistro.com/...
Great Design: Not Critical, But it Helps!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br...
The Right Funnel<br />
Contact Form and/or Conversion Page with Phone Number<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caff...
Conversion Page w/ Events that “Trigger”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br ...
The Right Kinds of Traffic<br />
Local-Focused Intent<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
Evangelists and Those Likely to Share<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />h...
Recommended Tools + Resources<br />
Wordpress, Drupal and Joomla for CMS<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />ht...
GetListed.org (US/UK only right now)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />ht...
Google Local / Maps / Places Registration<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br...
Whitespark Local Citation Tool<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://w...
MailChimp for Email Lists<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://mailch...
Local SEO<br />
Make Your Information Consistent!<br />Address<br />Business Name<br />Phone Number<br />http:/googleblog.blogspot.com/201...
Consistency Everywhere on the Web<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
As Many Citations as Possible<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
Optimize Profile Pages & Places Listings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br ...
Examples of Great Local Sites<br />
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.villagerkent.com/<br />
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.zokacoffee.com<br />
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.skysguideservice.com<br />
Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
 Blog: www.seomoz.org/blog
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Conversion Rate Optimization for Local Businesses

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Rand Fishkin's presentation from Be-Wizard! San Marino on Local Business traffic and conversion rate optimization, March 2011

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Conversion Rate Optimization for Local Businesses

  1. 1. CRO for Local BusinessesHow to make your local/small business website optimized for visitor conversions.<br />Rand Fishkin, SEOmoz CEO, March 2011<br />
  2. 2. At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.<br />
  3. 3. What is Conversion Rate Optimization (CRO)?<br />Visitors Who ConvertTotal Visits<br />
  4. 4. CRO Measures the Rate at Which Your WebsiteGets Visitors to Make Desired Actions<br />Hotel Forum probably wants lots of visitors to use this button<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.hotelforum.com/<br />
  5. 5. Desired Actions Could Include:<br />Booking a Reservation<br />Watching a Video<br />Viewing Contact Details<br />Tweeting a Link<br />Signing Up for An Email List<br />Sending an Email<br />Filling Out a Form<br />Liking/Sharing on Facebook<br />Taking a Virtual Tour<br />Clicking an Ad<br />Downloading a Document<br />Buying a Product<br />Making a Donation<br />Leaving a Comment/Review<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  6. 6. Example of a Typical Local Website’s Funnel:<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />15%<br />10%<br />Hopefully, this means a customer is going to come buy some cheese!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.delaurenti.com<br />
  7. 7. How Can We Improve Desired Actions?<br />Let’s Make it Better!<br />
  8. 8. More Traffic<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />15%<br />10%<br />More visits to the home page means more people will decide to visit<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />It’s a lot of hard work to get more visits, though, and we don’t know if they’ll be the kind who love cheese!<br />
  9. 9. A Better Funnel<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />25%<br />20%<br />A better “conversion rate” means more people who already visit the site will come to the store!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Woo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!<br />
  10. 10. Tracking Local Business Funnels<br />That which goes unmeasured cannot be improved.<br />
  11. 11. Basic Google Analytics Data<br />2.7% of visitors click the “sneak a peek” link; maybe we should make that more obvious.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.google.com/analytics<br />
  12. 12. Advanced Segments and Filters<br />Our “Social Media” segment<br />Includes sources like Twitter,<br />Facebookand LinkedIn<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  13. 13. Adding “Goals” in Analytics<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  14. 14. Click-to-Call Tracking<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-call-mobile-ad-campaigns.html<br />
  15. 15. Creating a Weekly Conversion Dashboard<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />This is the overview report SEOmoz’s marketing team tracks each week<br />
  16. 16. Analyzing Quality of Traffic Sources<br />Quality > Quantity<br />(at least, most of the time)<br />
  17. 17. Segmenting Traffic by Conversion Rate<br />Looks like Facebook & Twitter traffic are reasonably good, while StumbleUpon + LinkedIn aren’t so great.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />We can use “goals” to understand which visit sources sent the most valuable traffic<br />
  18. 18. Focusing on “Good” Traffic Sources<br />This filter lets me show only sites that sent more than 100 visits<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  19. 19. Experimenting to Stay Fresh + Relevant<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />From November – February, I experimented with answering questions on Q+A sites<br />
  20. 20. Keys to Local Business Successon the Web<br />What does it take?<br />
  21. 21. The Right Content<br />
  22. 22. Contact Information<br />Excellent! The Gelateria has a link that says “Contact Us”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.dambrosiogelato.com/<br />
  23. 23. Services List / Pricing<br />There’s a list of all their offerings, but no prices <br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.salumicuredmeats.com/<br />
  24. 24. Photos<br />Once I see it, I REALLY want to go!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.osfashland.org/plays/theatres/elizabethan.aspx<br />
  25. 25. Reviews (Editorial + Users)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://blueacreseafood.com/media.html and http://urbanspoon.com<br />
  26. 26. Viral/Blog/Share-Worthy Content(on the same domain!)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.saltys.com/recipes/entrees/Heirloom_Tomato_BBQ_Glazed_Salmon.asp<br />
  27. 27. Search Friendly<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Good recipes AND they’re included in Google? Way to go!<br />
  28. 28. Mobile Friendly<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.mobistro.com/Home.aspx<br />
  29. 29. Important Information is Easy to Access<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.riminiterme.com/<br />
  30. 30. The Right Interface / Design<br />
  31. 31. Simple<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.keithcakes.com.au/<br />
  32. 32. Easy to Navigate<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://easybistro.com/<br />
  33. 33. Great Design: Not Critical, But it Helps!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.outdooritalia.it/<br />
  34. 34. The Right Funnel<br />
  35. 35. Contact Form and/or Conversion Page with Phone Number<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.kuletos.com/contact/<br />
  36. 36. Conversion Page w/ Events that “Trigger”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  37. 37. The Right Kinds of Traffic<br />
  38. 38. Local-Focused Intent<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  39. 39. Evangelists and Those Likely to Share<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.siena-online.net/eng/siena-accommodation.html<br />
  40. 40. Recommended Tools + Resources<br />
  41. 41. Wordpress, Drupal and Joomla for CMS<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://wordpress.org/, http://www.joomla.org/ and http://drupal.org/<br />
  42. 42. GetListed.org (US/UK only right now)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://getlisted.org<br />
  43. 43. Google Local / Maps / Places Registration<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://places.google.com/business<br />
  44. 44. Whitespark Local Citation Tool<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.whitespark.ca/local-citation-finder/<br />
  45. 45. MailChimp for Email Lists<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://mailchimp.com/pricing/<br />
  46. 46. Local SEO<br />
  47. 47. Make Your Information Consistent!<br />Address<br />Business Name<br />Phone Number<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.google.com/search?q=coffee+seattle,+wa<br />
  48. 48. Consistency Everywhere on the Web<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  49. 49. As Many Citations as Possible<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  50. 50. Optimize Profile Pages & Places Listings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/google-places-seo-lessons-learned-from-rank-correlation-data<br />
  51. 51. Examples of Great Local Sites<br />
  52. 52. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.villagerkent.com/<br />
  53. 53. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.zokacoffee.com<br />
  54. 54. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.skysguideservice.com<br />
  55. 55. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  56. 56. Blog: www.seomoz.org/blog
  57. 57. Email: rand@seomoz.org</li></ul>You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />
  58. 58. Summary of This Presentation<br />Creating a Conversion-Rate Optimized Local Site Requires:<br /><ul><li> Key information to inform curious users/searchers
  59. 59. Accessible content (to search engines and mobile devices)
  60. 60. A conversion funnel with proper tracking
  61. 61. Experimentation with the quality/quantity of traffic driven by various sources</li></ul>http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
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