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Critical warning signs your site needs a redesign 031814

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  • 1. #123webinar | @webmarketing123
  • 2. #123webinar | @webmarketing123 / Frequently Asked Questions 1. Who’s the presenter? 2. How do I ask questions? 3. Can I have a copy of the slides? Tweet @webmarketing123 or use #123webinar. Yes! Email results@webmarketing123.com. 4. How do I get a live site analysis? Chat us your website and top 2 keywords.
  • 3. #123webinar | @webmarketing123 About Us
  • 4. #123webinar | @webmarketing123 4 We are a digital marketing agency focusing on demand generation. Search Engine Optimization Website Redesign Paid Search & Display Content Creation Top 500 Fastest Growing Private US Companies.
  • 5. #123webinar | @webmarketing123 1 Run a Site Conversion Analysis 2 Build a Mobile Strategy 3 Don’t Sacrifice Current SEO 4 Live Site Analyses On the Agenda
  • 6. #123webinar | @webmarketing123 DO WE REALLY NEED A REDESIGN?
  • 7. #123webinar | @webmarketing123#123webinar | @webmarketing123 70% of the new buyer’s journey happens online. Source: SiriusDecisions Your Website is the face of the Company And Needs to do the selling for you!
  • 8. #123webinar | @webmarketing123 Unless your site still looks like this… Apple website circa 1997! Source: BusinessInsider; “These Huge Brands’ Websites from the 1990s Looked Terrible” Crunch the data to make your case.
  • 9. #123webinar | @webmarketing123 Evaluate conversion rate by device. Analyze conversion rate by channel. Break down offer types by funnel stage. 1 2 3 / Run a Site Conversion Analysis Check for healthy CVR in 3 steps:
  • 10. #123webinar | @webmarketing123 1 Analyze CVR by channel Organic CVR should not be < 1% Paid CVR should not be < 4% Start with Google Analytics “Acquisition Overview” Report. / Run a Site Conversion Analysis
  • 11. #123webinar | @webmarketing123 2 Break down offers by funnel stage. Funnel Stage Offer Type Top Middle Bottom Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. / Run a Site Conversion Analysis
  • 12. #123webinar | @webmarketing123 3 Evaluate CVR by device. Compare performance with the GA “Devices” report. Mobile should convert at about 30% of your desktop conversion rate. / Run a Site Conversion Analysis
  • 13. #123webinar | @webmarketing123 / Run a Site Conversion Analysis
  • 14. #123webinar | @webmarketing123 You only have 7 seconds to answer these 3 critical questions: Treat each page as an entry point. 1 Where am I? 2 What can I do here? Why should I do it?3 / Run a Site Conversion Analysis
  • 15. #123webinar | @webmarketing123 What am I supposed to do? / Run a Site Conversion Analysis
  • 16. #123webinar | @webmarketing123 What am I supposed to do? / Run a Site Conversion Analysis
  • 17. #123webinar | @webmarketing123 1 Run a Site Conversion Analysis 2 Build a Mobile Strategy 3 Don’t Sacrifice Current SEO 4 Live Site Analyses On the Agenda
  • 18. #123webinar | @webmarketing123#123webinar | @webmarketing123 Do you have a mobile strategy in place?
  • 19. #123webinar | @webmarketing123 2014 is the year of mobile. For real this time.
  • 20. #123webinar | @webmarketing123 65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy. Source: Search Engine Watch; HubSpot Cross-device fluency is critical 93% of people who used mobile to research went on to make a purchase. Source: Google, Mobile Path to Purchase / Build a Mobile Strategy
  • 21. #123webinar | @webmarketing123 / Build a Mobile Strategy Pick a side to get started. Responsive Design Mobile Site 1 2 One site works across all devices. Manage 1 SEO strategy rather than 2. RWD is Google approved. 1 2 Delivers specific, lightweight content experience. Works for ecommerce, event, or account based businesses. Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”
  • 22. #123webinar | @webmarketing123 / Build a Mobile Strategy Get on the fluid grid.1 * Use responsinator.com to assess the situation. Source: Moz, “The SEO of Responsive Web Design”
  • 23. #123webinar | @webmarketing123 / Build a Mobile Strategy Test your site across devices.2 Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design
  • 24. #123webinar | @webmarketing123 / Build a Mobile Strategy Make all content accessible - always.3 No matter how the grid slides, make sure users can navigate to all sections. Source: Moz, “The SEO of Responsive Web Design”
  • 25. #123webinar | @webmarketing123 / Build a Mobile Strategy Optimize for touch screen.4 Source: WebDesignerDepot, “How to Design a Responsive HTML Email” Leave enough space around your buttons to avoid a frustrating mobile UX.
  • 26. #123webinar | @webmarketing123 / Build a Mobile Strategy Build for speed.5 Source: SmashingMagazine, “SEO for Responsive Websites” Check mobile load time with Google’s PageSpeed Insights.
  • 27. #123webinar | @webmarketing123 1 Run a Site Conversion Analysis 2 Build a Mobile Strategy 3 Don’t Sacrifice Current SEO 4 Live Site Analyses On the Agenda
  • 28. #123webinar | @webmarketing123 Google receives 100 Billion searches a month on average. Source: CNET; “Google Scratches It’s Brain 500 Million Times a Day”
  • 29. #123webinar | @webmarketing123 This client would have lost revenue & 1000’s of visits. / Don’t Sacrifice Current SEO SEO should be part of the redesign.
  • 30. #123webinar | @webmarketing123 1 2 3 Are URLs changing? Ex: www.mysite.com/about to www.mysite.com/aboutus Are you adding or removing pages? Ex: altering or adding products and services Are you managing your inbound links? / Don’t Sacrifice Current SEO Ask yourself…
  • 31. #123webinar | @webmarketing123 / Don’t Sacrifice Current SEO Use server side redirects.
  • 32. #123webinar | @webmarketing123 1 Run a Site Conversion Analysis 2 Build a Mobile Strategy 3 Don’t Sacrifice Current SEO 4 Live Site Analyses On the Agenda
  • 33. #123webinar | @webmarketing123 LIVE SITE ANALYSES
  • 34. #123webinar | @webmarketing123 Schedule a free, 30 minute consultation! Thank you! Let’s Talk! Mike Turner, Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 Source: Synecore, “10 Examples of Amazing Responsive Design”