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Conversion Conversations Brian Massey


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Since founding Conversion Sciences, Brian has helped small and medium-sized businesses turn their Web traffic into leads and sales. In this presentation, Brian discusses six ways a business owner should look at their Web site:

<li>Get Upside Down</li>
<li>Know your Conversion Rate</li>
<li>Advertise on your own site</li>
<li>Action Drives Strategy</li>
<li>Conversion happens over time</li>
<li>Email is your Social Network</li>

Published in: Economy & Finance, Technology
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Conversion Conversations Brian Massey

  1. 1. Conversion: The Most Important Word for Businesses on the Web Conversion and Conversations Brian Massey Conversion Specialist Conversion Sciences March 2008 1
  2. 2. “Markets are Conversations” -- The Cluetrain Manifesto 2
  3. 3. Your Web Site Home Categories Information This is probably your Web site. It starts with a Home page and navigation that lets you click yo ur way down to content. Some sites are deeper. Some are Wider. 3
  4. 4. The Pyramid design is supported by heirarchical navigation that may appeal to very logical thinkers, but few others. 4
  5. 5. Your Web Site Home Categories Information Action Within your site, you should have some actions pages. “Contact Us” or “About Us” is where you can send an email, call, or request information. Action pages are usually buried within the site tree structure. 5
  6. 6. When you ask the Home page to support ALL of your marketing programs, you can have a hard time supporting all of those campaigns with one page. Your Home page becomes daunting and unusable. 6
  7. 7. Your Web Site Home Categories Information Action One page – the home page – has to do almost all of the work of getting people into the site. If the home page doesn’t tell a visitor what they want to hear, they leave. We call this “bounce.” Occassionally, the home page will score a bullseye and that visitor will (hopefully) find their way to an action page. 7
  8. 8. Your Web Site Home Categories Information Action You can throw more money at your traffic, but your bounce rates won’t change without some attention to conversion. 8
  9. 9. Isn’t This Easier Information If it’s raining soup, get a bowl (not a pyramid). An “upside-down” web site is going to catch more visitors than your traditionally designed site. 9
  10. 10. Isn’t This Easier Blogs SEO PR SEM Email Campaigns, Contests Information Missle Command: Now you can target your marketing strategies at pages that do one of two things: 1. Request action 2. Direct to visitor to pages that request action 10
  11. 11. Christmas Time Blogs SEO PR SEM Email Campaigns, Contests Information Once you get that driving visitors to action pages increases conversion, you’ll want to create more ways for visitors to take action. Word of warning: Don’t distract visitors who are ready by buy with ancillary calls to action. 11
  12. 12. Action Drives Strategy What do you want your visitors to do? Be clear. Subscribe to Send You Your Blog An Email Call Subscribe to Your Newsletter Get a Report Try Buy What do you want your visitors to do? 12
  13. 13. What About Home? Blogs SEO PR SEM Email Campaigns, Home Contests Information If your Web site is like most, 50% or more of your traffic comes from people typing in your URL. This means that your Home Page must sell wha t’s in your site. In essence, your homepage needs to sell the way a magazine cover sells in a grocery store line. 13
  14. 14. 12 Ways to Solve Your Problem 12 Ways to Solve Your Problem You’re In the Right Place! Save Money by Doing Something the place that you were looking for. Here is some Save money by Doing We are Free Shipping Something Weekly Podcast text with some keywords. On Orders Over Today’s Specials You’ll want to explore our Catalog . $100 Newsletter: Never Pet a Burning Catalog Dog Check out our FAQ and How-to Articles. Blog: The Reason You Have This Problem Special Here’s Something Else You Might Like of the Day Meet our people. Learn how you can save money. There’s lots of stuff to read here.Meet our people. Learn how you $25.00 can save money. There’s lots of stuff to read here. Meet Blue, Orange, our people. Learn how you can save money. There’s lots Pink of stuff to read here. Meet our people. Learn how you can save money. There’s lots of stuff to read here. Meet our people. Learn how you can save money. There’s lots of stuff to read here. Meet our people Learn how you can . 12 Ways to Solve save money. There’s lots of stuff to read here. Your Problem Free Report Advertise on your own site. Use the “left navigation” area to highlight features that may live deep inside the site. Use the right column to feature special offers for your visitors. Make sure your copy isn’t “wewe” copy that talks about you. Focus your copy on your reader. Use embedded links to take them to your action pages. 14
  15. 15. New Ways of Thinking Know Your Advertise on your Conversion Rate Action Drives Strategy own site Get Upside Down Conversion Email is your social Happens Over Time network These are some concepts you’re going to have to accept to get better at conversion. Know Your Conversion Rate – You shouldn’t sell online unless you’re measuring. If you don’t have analytics for your site, just get out now. Action Drives Strategy – You have to know what ACTION you want your visitors to take before you can select marketing strategies to make them take that action. Get Upside Down – Don’t make your visitors drill for the information they need. Bring it to the top. Make your homepage work for you. Advertise on your own site – Use ad-style calls to action to get visitors to see more of your site. Advertising what you offer helps visitors find their way. Email is your Social Network – Your visitors may not be participating in social networks yet. Don’t worry. You can engage them via the first social network: Email. Conversion Happens Over Time – Your sales cycle may be long, or you may be in a competitive market. Your Web site is a great way to keep prospects on the hook until they become buyers. 15
  16. 16. Online Resources Customer Chaos Blog Google Analytics FutureNow WeWe Meter Startup Metrics for Pirates GrokDotCom Conversion Rate Blog 16
  17. 17. Questions to Ask Your Web Team • What Analytics Package are we using? – What’s my bounce rate? – What’s my conversion rate? • How are we collecting leads? How do we follow up? • What other actions could visitors take? • How do our visitors want to get information? • Am I selling to myself? Do I we-we all over my visitors? • Do we advertise on our own site? • What do my emails say? Do they convert? 17
  18. 18. Answers 18
  19. 19. Other Resources Conversion Sciences, Inc. Brian Massey, 512-961-6604, Ask Us About: Conversion Search Engine Optimization Landing Pages Email Marketing Personas Search Marketing Content Management Systems Social Media Social Networks Lead Generation Demand Generation 19