5 things your website must do in 2018
•Download as PPTX, PDF•
0 likes•125 views
The document outlines 5 things that a website must do in 2018 to get more traffic and convert more customers. It recommends: doing local SEO to target customers by location; always optimizing for conversions; using untraditional navigation that highlights unique selling points; including ratings and reviews to increase traffic and conversions; and making the website mobile optimized or mobile only given people increasingly access websites from mobile devices.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to 5 things your website must do in 2018
Similar to 5 things your website must do in 2018 (20)
More from Linus Logren
Recently uploaded
Recently uploaded (20)
5 things your website must do in 2018
- 1. 5 THINGS YOUR WEBSITE MUST DO IN 2018 - get more traffic and convert more customers 2018-03-06 1
- 3. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Who are we? Established in 2003 Offices in Stockholm and Malmö 35 consultants specialised in Search engine optimisation Search engine marketing Digital analysis Conversion optimisation Content 2018-03-06 3
- 4. 5 THINGS YOUR WEBSITE MUST DO IN 2018 What to expect? Search engine optimisation 2018-03-06 4 Conversion optimisation
- 5. 5 THINGS YOUR WEBSITE MUST DO IN 2018 What to expect? 1. Do SEO locally 2. Always be converting 3. Untraditional navigation 4. Ratings – traffic AND conversion 5. Mobile first? Mobile only! 2018-03-06 5
- 6. 5 THINGS YOUR WEBSITE MUST DO IN 2018 2018-03-06 6
- 7. 5 THINGS YOUR WEBSITE MUST DO IN 2018 1. Local SEO 2018-03-06 7
- 8. 5 THINGS YOUR WEBSITE MUST DO IN 2018 1. Local SEO Your customers • GPS • WiFi hotspots • IP-address Your business • Google and Apple Maps • Yelp, TripAdvisor • Address on website • Schema.org 2018-03-06 8
- 9. 5 THINGS YOUR WEBSITE MUST DO IN 2018 1. Local SEO 2018-03-06 9 • Google Maps • Apple Maps • Yelp • TripAdvisor • Schema.org • More tools
- 10. 5 THINGS YOUR WEBSITE MUST DO IN 2018 2. Always be converting • Example of conversions • Click on button • Page visits • Fill out a form 2018-03-06 10
- 11. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Conversions / Visits = Conversion rate 2018-03-06 11
- 12. 5 THINGS YOUR WEBSITE MUST DO IN 2018 4 conversions / 100 visits = 4% conversion rate 2018-03-06 12
- 13. 5 THINGS YOUR WEBSITE MUST DO IN 2018 2018-03-06 13 GET IT TODAY! 5% 15%
- 14. 5 THINGS YOUR WEBSITE MUST DO IN 2018 2018-03-06 14 BOOK TABLE 8% 3%
- 15. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Untraditional navigation 2018-03-06 15 Startpage Find a room 2 bed room 1 bed room About us Contact us
- 16. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Untraditional navigation 2018-03-06 16 Startpage Find a room 2 bed room 1 bed room About us Contact us
- 17. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Untraditional navigation 2018-03-06 17 Startpage Find a room 2 bed room 1 bed room About us Contact us
- 18. 5 THINGS YOUR WEBSITE MUST DO IN 2018 2018-03-06 18
- 19. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Ratings – for traffic and conversion 2018-03-06 19 of customers are more likely to make a purchase from a site which has user reviews. Source: iPerceptions 63% increase in click-through rates in Google with review stars visible. Source: ConversionXL 35%
- 20. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Display reviews and ratings 2018-03-06 20 Services Plugins Custom built
- 21. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Mobile first? 2018-03-06 21
- 22. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Mobile first? Mobile only! 2018-03-06 22
- 23. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Mobile first? Mobile only! 2018-03-06 23 14% 21%
- 24. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Mobile first? Mobile only! 2018-03-06 24 26% 38%
- 25. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Mobile first? Mobile only! 2018-03-06 25 38% 54%
- 26. 5 THINGS YOUR WEBSITE MUST DO IN 2018 Mobile first? Mobile only! 2018-03-06 26
- 27. 5 THINGS YOUR WEBSITE MUST DO IN 2018 5 THINGS YOUR WEBSITE MUST DO IN 2018 Local SEO Make sure the search engines know where you are Conversions Select and track goals important for your business Untraditional navigation Mention your USPs and sustainable efforts – all the time Ratings Implement a review feature on your website to increase conversions and traffic Mobile optimised If your forced to prioritize one – prioritize the small screen 2018-03-06 27
- 28. THANKS FOR LISTENING Don’t miss our workshop on SEO and conversion 2018-03-06 28 Download slides: wgp.se/kaunas
Editor's Notes
- Hello everybody! I’m so glad I was invited to Lithuania. I’ve never been here before, but so far I like what I see! Despite this being a conference focused on sustainability and environment I’m here today to talk to you about what you must be doing online to succed as a Small Business Owner in 2018. And do you know what? It does actually relate! Before we begin I’m going to take this oppurtunity to introduce myself, and shed some light on why I’m standing on stage today.
- My name is Linus, and I represent a Swedish digital presence agency called Web Guide Partner.
- We were founded in 2003, which in “online years” is a century ago… I have about 35 colleagues in Malmö, where I’m located, and in Stockholm. We’re all specialised in one or another of these areas, SEO, Paid search engine marketing, Digital analysis and conversion optimisation as well as content strategies.
- In this talk I’ll focus in on my two favourite areas. On of them are Search engine optimisation, or more commonly know as SEO. In order to be good at SEO, one must be able to cope with both programming, content and PR. The goal of any SEO project is to increase the amount of traffic to our websites. But that’s not the only thing that’s important, and hopefully I’ll able to illustrate that soon. The other area of focus will be conversion optimisation. It’s a sub-area within Digital analysis, and zooms in on the very last part of a customer journey, when the visitor decides to buy a product or click a specific button on our website. With the help of modern technology, web design and some good old psychology we can make improvements and optimisations to increase the number of conversions. It has a bunch of other upsides too, as you will be able to see.
- The title of this talk is ”5 things your website must do in 2018”, and here just happens to be a list of five things. Great! This is what we will cover. How to do SEO in a local fashion, to increase awarness among customers close to you What is conversions, and how can we do it all the time How does today’s untraditional navigation affect you website Why Ratings is a digital effort that could affect both Traffic and Conversions Have you ever heard “Mobile first”? Is it not time to talk about mobile only?!
- Before we dig in to the practicalities, I’m going to tell you a little anecdote from way back when I was still in primary school. After a summer break, the local library noticed a remarkable increase in visitors, especially kids in school age. It was hard to figure out what the reason was. Computers had already taken over for most of the students data searching, and the books were more or less the same as the year before. Now, I don't know if the library tried to analyse why the traffic to the library increased, but if they would've they would have learnt that there was a new candy store in the block, and the library just happened to be located between the store and the school. The closest way there was simply straight through the library. I always think about that library, when my clients are talking about traffic. I am going to talk a lot about online traffic today. With that said, however, you should never forget to think about the quality of the traffic you gain.
- The last few years has meant a big change in how we users search. We're starting to heavily rely on the fact that Google knows where we are and presenting search results that they think are relevant. Pizza search made in Malmö. and one made in Kaunas. Not to long ago, a common SEO-principle was to write “Pizza Malmö” or “Pizza Kaunas” on the web site in order to appear when consumers searched. But now days Googles knows where the searchers are, and when they know where your business is, that’s all you need to be relevant.
- There's two sets of techniques in play to understand for this. The first part is rather simple. Most of you have probably used the GPS functionality in you phone at some point. Google are also using the information about your WiFi connection and it's geographical location to help locate you on a map. But what about the other side of it? How does the search engine know where your business is? Well, the great thing is that we can tell them. And the more times we do, the better. Google tends to use the location on Google Maps, but looks at other services and local listings to confirm. If those listings are not matching to the dot, it might affect how trustworthy your business is and that might affect your ranking in Google Search. Lastly, off course it’s important to mention the street address on our website. For the technical lot of you, there’s even a technique called “schema.org” where you can give Google structured information about your location.
- You will be able to get your hands on these slides, and when you do, I’ve added a couple of links that will direct you to some of the places you need to be, including a blog post about schema.org. https://support.google.com/business/answer/6174435?hl=en https://mapsconnect.apple.com/ https://biz.yelp.com/ https://www.tripadvisor.se/Owners https://yoast.com/local-business-listings/ Local listings
- Normally when I'm talking about web strategies two typical projects are either traffic generating or converting. Traffic projects are all about increasing the number of visitors that comes to a website, whilst a conversion project is about doing or recommending changes to a website that increase the number of wanted interactions. It could be sales on an ecommerce site, it could be bookings for a restaurant or a form for a contractor or carpenter. You need to ask yourself the question; What is the website supposed to do? Whatever you conclusion is, that is your conversion! Say you're running a restaurant website. The number one conversion for you website ought to be booking a table, right? Unless you don't accept bookings, then the conversion might be to show not just opening hours, but also the hours where you are the most busy, or even current waiting times. The cool thing about conversions is that they are measurable, if they're done right. Here are three examples of conversions; Click on a button Go to a page Fill out a form
- By dividing you number of visits with the number of conversions you get something we call Conversion Rate. If you know your conversion rate you can start measuring that specifically for your other digital channels and comparing their conversion rate.
- When you know your conversion rate a whole new world will open up for you.
- You can start comparing how different elements like buttons or web design affects how many customers you get.
- And if you’re doing marketing in different channels, you can start to compare how high the quality of that traffic is, and invest the money where you have the best return.
- What pages should be converting? Are we talking about the start page, or a special "contact us page", perhaps? Well, both! And more! It's near impossible to know on what page a visitor decides to convert and ends their journey on the website. Mainly that's because we don't know where it starts. Some of you might be sitting there thinking "But surely, the visitors starts on the start page." Let's look at this site map. It's a map that represents the structure of an example website.
- It might be tempting to think that the visitors starts here, goes to one of the underlying pages and then to the third page where we convert them!
- However it's just as likely that it starts on any of the underlying pages, and from there the visitor might go down and convert, go up to the start page, or just go sideways and never even see the start page at all. I've even worked with e-commerce website where the start page only attracted about 30% of visitors. What does that mean for you?
- Well, for one it means that you need to be thinking about conversions and be pushing your Unique Selling Points on all of your pages, and not just on the start page or a selected page. During this conference you've probably gained tons of tips on what you can do for our environment in a sustainable way. Certainly you're already doing good stuff, and heck, you might be saying it on your website already? If you are like me, and think that sustainability is important for your clients. Don't forget to bring that up on all the webpages that matter! SKRIV UPP VAUDE!!
- There are some things that can help you to both increase traffic and conversions. That's ratings! You've probably already seen ratings and reviews on websites like Amazon, on services like TripAdvisor or social media's like Facebook. Guess why? Because they work! Customer referrals and ratings are super important. Some research show that up to 80% of people who buy online, trusts and values reviews and ratings. Also, they can both help you to attract more visitors to your web site, as well as converting them to paying customers. By showing ratings on your website, users are way more likely to make a purchase or a reservation. A study made by iPerception up to 63% of customers are more likely to buy from you, with visible reviews. The same goes for your traffic coming from search engines. ConversionXL made a study on it, and saw a 35% increase in clicks on Google, when the stars was visible on the result page.
- Are you sold? You should be! There are a bunch of different ways to get the reviews and stars on your site and on Google. The most cost efficient is probably if your website platform already supports it, or at least can be extended with the functionality. If not there are easy-to-implement services, that often are connected to a cost though. If you’re really keen on doing a great implementation of reviews, you should contact a developer and get one custom built for you, and your business. Maybe you can follow up bookings with a review request, or offer a discount for people who submits a rating.
- Have you ever heard the expression “mobile first”? It something that Google and numerous web agencies has broadcasted for years. It’s all about prioritising the mobile design and the mobile specific code. In a perfect world, your website looks stunning on all different devices. I’m prepared to take it one step further. If you can’t afford or don’t have the time to optimise your website for multiple screen sizes. Do mobile only!
- This chart is the last month’s traffic for one of our clients whitin e-commerce. More than half of the visitors are on a standard smartphone, and an additional 10% are on tablets. The desktop or laptop version or the website is become less and less important for everyday that goes by. If you have a statistic tool on your website, like Google analytics, you can see these exact numbers for your website. In general though, it looks a bit different in Lithuania.
- Looking at webdata for the last year, Desktop is generally more popular, but it’s a negative trend, and look at mobile. 14% a year ago, and 21% now. That’s a 50% increase in just one year!
- In all of Europe the trend is very similar, but the share of mobile is getting real close to desktop, and within soon we will see the same thing in Europe, as we see Globally….
- …That mobile traffic is surpassing Desktop!
- I’m not saying you should ignore the bigger screens on a laptop or desktop. But if you’re on a limited budget. Put you emphasize where you customers are or will be in a near future.