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Webmarketing123 turn your website into a revenue machine.deck Presentation Transcript

  • 1. Turn Your Website into a Revenue Machine(Conversion Secrets You Wont Learn From Google Analytics) Today’s Host: Mike Turner Director of Search Marketing #webmarketing123 facebook.com/webmarketing123
  • 2. Turn Your Website into a Revenue Machine(Conversion Secrets You Wont Learn From Google Analytics) Today’s Host: Mike Turner Director of Search Marketing #webmarketing123 facebook.com/webmarketing123
  • 3. Founded in 2004 Custom KPI-based Scorecards120+ Clients Proprietary Attribution Tool #webmarketing123
  • 4. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123 Request a Customized SEO Assessment Today.  Want to learn more? You May Qualify for a $50 Amazon.com Gift Card! visit bit.ly/wm123seo #webmarketing123
  • 5. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Usability! Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking…5 Measuring Success How to monitor and improve your results #webmarketing123
  • 6. THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY #webmarketing123
  • 7. What is a Conversion? A visitor performing a desired action on a page Buy Now!•  Form Fill-Out Free Newsletter!•  Newsletter Sign-Up Click For Your Free Download!•  Site Registration Get a Free Trial! Contact For a•  E-commerce Transaction Free Consultation!•  Clicking a Specific Link or Visiting a Series of Pages #webmarketing123
  • 8. Where Do Conversions Happen?Anywhere You Would Set a Goal / Desired User Action•  Home Page•  Pay-Per-Click Landing Page•  Checkout Page How does your site make money? What do you want users to DO when they get there? #webmarketing123
  • 9. What are the Objectives of Your Website?Primary •  Long-term goal (Directly tied to revenue) •  i.e. Contact Form, Trial, Download, etc.Major •  Short-term (may not be directly tied to revenue) •  i.e. Current feature, marketing campaignMinor •  Functionality necessary for website / homepage •  i.e. Login Page, About Company, etc. #webmarketing123
  • 10. #webmarketing123
  • 11. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Usability! Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking…5 Measuring Success How to monitor and improve your results #webmarketing123
  • 12. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objective #webmarketing123
  • 13. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objectiveConsider the Visitor’s Eye-Path •  What will users notice and in what order?   #webmarketing123
  • 14. Usability Best PracticesWe Read Web Content in an ‘F’ or ‘Z’ shape #webmarketing123
  • 15. Usability Best Practices http://webdesign.tutsplus.com/ #webmarketing123
  • 16. Usability Best PracticesUse Your Image as a Pointer to Your Call to ActionPeople tend to follow the eye path Make your subject look at your adwhere the subject in the graphic is creative if you want people to look at itlooking. too. #webmarketing123
  • 17. Usability Best PracticesUse Your Image as a Pointer to Your Call to ActionPeople tend to follow the eye path Brandwhere the subject in the graphic islooking. #webmarketing123
  • 18. Usability Best PracticesUse Your Image as a Pointer to Your Call to Action #webmarketing123
  • 19. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objectiveConsider the Visitor’s Eye-Path •  What will users notice and in what order?Provide a Clear Call To Action •  Clearly announce what you want users to do #webmarketing123
  • 20. Usability Best Practices Focus on the Call to Action from the User’s Perspective•  Is your primary objective clearly stated on your homepage?•  Do users have a reasonable expectation of what they will receive?•  Is your value proposition communicated to visitors?•  Is your Call to Action emphasized with a contrasting color?•  Emphasize your call to action through various mediums: Banners Buttons Headlines “Contact us for a Free Analysis!” #webmarketing123
  • 21. Use active languageConsider sweetening the deal #webmarketing123
  • 22. #webmarketing123
  • 23. Usability Best PracticesAssign Visual Priority •  Size and position should be relative to the importance of the objectiveConsider the Visitor’s Eye-Path •  What will users notice and in what order?Provide a Clear Call To Action •  Clearly announce what you want users to doMake Steps Clear •  Clearly identify where user is and where they should goForms Should be Concise #webmarketing123
  • 24. Usability Best PracticesE-commerce and registration forms need to quickly win trust #webmarketing123
  • 25. Usability Best PracticesE-commerce and registration forms need to quickly win trust Form is minimal #webmarketing123
  • 26. Usability Best PracticesE-commerce and registration forms need to quickly win trustAutomatic cursorplacement #webmarketing123
  • 27. Usability Best PracticesE-commerce and registration forms need to quickly win trust Trust signals #webmarketing123
  • 28. Usability Best PracticesE-commerce and registration forms need to quickly win trust Reassurance #webmarketing123
  • 29. Usability Best Practices E-commerce and registration forms need to quickly win trustClear wording onsubmission button #webmarketing123
  • 30. Usability Best PracticesLead Generation & PPC Landing Page Forms need to qualify AND convert Hubspot bit.ly/KpoQhE #webmarketing123
  • 31. Usability Best PracticesLead Generation & PPC Landing Page Forms need to qualify AND convert Hubspot bit.ly/KpoQhE #webmarketing123
  • 32. PPC Landing Page Conversions #webmarketing123
  • 33. Usability Best PracticesTop 6 Things to Avoid on a PPC Landing Page •  Too much text. I bullet points •  Too many links to other pages •  Misplaced or camouflaged Call to Action •  Slow loading features •  Form length disproportionate to likely motivation of user #webmarketing123
  • 34. Usability Best PracticesThat was a lot of material.! Let’s Review… #webmarketing123
  • 35. Usability Best Practices Is Your Call to Action Obvious? Clearly announce what you want users to do Are there many competing objectives? Is Your Value Proposition Clearly Stated? What differentiates you from your competitors? What inspires visitors to take the next step?Has Your Primary Objective Established Visual Priority? Is the size of elements relative to importance? Have you considered visitors’ logical eye path? Have You Optimized Your Lead Forms? Is all information absolutely necessary? #webmarketing123
  • 36. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking… keywords!5 Measuring Success How to monitor and improve your results #webmarketing123
  • 37. Benchmark Your Top Landing Pages1.  Look into your website analytics2.  Identify “Top Landing Pages”3.  What are the conversion rates for these pages? #webmarketing123
  • 38. Usability Testing with Google Website OptimizerTake the Guess Work Out of Conversion Optimization •  What will convert at the highest rate? •  Predicts with 95% confidence that winner will increase conversion rateTypes of Tests •  A/B Split Testing •  Multivariate Testing #webmarketing123
  • 39. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking… keywords!5 Measuring Success How to monitor and improve your results #webmarketing123
  • 40. Which Keywords Are Bringing You Conversions? 1.  Look into your website analytics 2.  Identify Top Organic Keywords 3.  What is the conversion rate of your top organic keywords? #webmarketing123
  • 41. Are Your Keywords Bringing You Conversions? Identify keywords that drove the best conversions and sales #webmarketing123
  • 42. Webinar Agenda1 What is a Conversion? What are you trying to achieve with your home page or PPC landing page?2 What Drives Conversion Success? Visual Priority & Eyepath, Clear Call to Action & Process, and Right-Sized Forms3 Testing Strategies A/B and Multi-Variate Testing4 Advanced Techniques After crawling and walking… keywords!5 Measuring Success How to monitor and improve your results #webmarketing123
  • 43. Track & Interpret Data Set Up Goals in Google Analytics•  Define conversions for your business goals•  Set your goal values•  Analyze which keywords are leading to more conversions and work to strengthen them in your links and content•  Consider removing poor-performing keywords from your campaign•  Observe where visitors abandon the goal path and analyze the data to determine why #webmarketing123
  • 44. Track & Interpret Data Tracking Goals in Google Analytics•  What percentage of visitors completed your desired actions?•  Create different goal sets for different objectives•  Drill down by traffic source, keyword, etc. #webmarketing123
  • 45. Track & Interpret Data Reverse Goal Path•  Identify the most popular paths leading to purchase or contact•  Analyze popular pages for strengths and opportunities #webmarketing123
  • 46. Track & Interpret Data Conversion Funnel Visualization•  Analyze where visitors exit your goal path•  Identify which pages people exit to•  Understand funnel from user’s perspective: What works and what doesn’t?•  Optimize weaker pages for conversion improvement #webmarketing123
  • 47. Track & Interpret Data E-Commerce Tracking #webmarketing123
  • 48. The Iterative ProcessOn a monthly or quarterly basis, create variations on formsand landing pages.Evaluate A/B or Multi-variate testing.Rely on analytics to guide decision making. #webmarketing123
  • 49. Key Takeaways1 Primary, Major & Minor Objectives must be defined Usability can be improved by emphasizing your call to action, value2 proposition, and optimizing your site’s layout Set up goals in Google Analytics to measure user behavior,3 and make actionable insights to improve conversion rate #webmarketing123
  • 50. • Request a Customized SEO Assessment Today.You May Qualify for a $50 Amazon.com Gift Card!• Email seo@webmarketing123.com• Or visit bit.ly/wm123seo #webmarketing123
  • 51. What can you expect from speaking with one of our analysts? -  “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? -  Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing. -  Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing. Or visit bit.ly/wm123seo Next Week: Your Toughest SEO Questions, Answered! facebook.com/webmarketing123 #webmarketing123 @webmarketing123