12. Pitfall 1: Being Overly Social
Hi Erin!
I admit that I saw you looked at my profile. I see you work for Freebirds. It
would be a dream to work with you guys sometime in the future. We’ve
worked with Maggiano’s for over 7 years!
I’d love to send you a copy of my book. Or you can reject my invitation if you
don’t want me to bug you again, I’ll understand. :)
Best,
Brice
13. The solution to being too social
1. Don’t intentionally drive users TO
competitive waters
2. Make it a one-way valve
3. The one exception may be to drive to
SME’s LinkedIn Profile *IF* you have LI
Sales Navigator
19. Pitfall 2: Weak About Us Page
Does you About Us page prevent you
from selling more product?
20. WEBSITE OPTIMIZATION
Take the Family-Owned statement mentioned
sitewide and substantiate with a team page.
Users who viewed the Meet The Team page
purchased more often with higher value orders.
5X
Higher E-Commerce
Conversion Rate
151%
Higher Avg.
Order Value
21.
22. Challenges
Client married to
design
Complex envelope
customization process
High abandonment at
start of customization
process
Expensive to rebuild
customization engine
with potential to
“misdiagnose” the
problem
23. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement
24.
25.
26.
27. Pitfall 2: Weak About Us Page
The solution to fixing your weak About
Us page
1. Tell your story
2. Explain WHY
3. Make what you do EXCLUSIVE to
you
4. Have a REASON for them to contact
you
28. Pitfall 3: Not Running A/B Split Tests
Are you designing by committee
or based on a hunch?
29. CONVERSION OPTIMIZATION
65% Of Great Ideas Fail
Experienced exponential growth
from embracing the process
Realized those great ideas weren’t
as great as they thought
Took pride in their failures, learned
what NOT to do, then stacked the
WIN’S!
Failed Tests
Successful
Tests
31. Results
359%Increase in Primary CTA Clicks
$29kPotential Yearly Online
Reservation Value
0.72%Increase in Online Reservations
from the Dinner Menu Pages
32. Results
359%Increase in Primary CTA Clicks
$29kPotential Yearly Online
Reservation Value
0.72%Increase in Online Reservations
from the Dinner Menu Pages
INSURANCE
33. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement
34. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement
SUBSTANTIATION
41. Test It to Best It
1. What works for some doesn’t work
for everyone
2. 65% of ideas fail - testing is the only
way to know which 35% improves
sales conversions
3. Embrace losing tests as winning
insights
4. Cooler, sexier, cleaner, more white
space does NOT always work better
5. Get started with Google Optimize
and go from there
Pitfall 3: Not Running A/B Split Tests
42. BriceMcBeth.com/CoreShop99
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