Driving traffic is hard work. And it’s wasted work if your site doesn’t convert your visitors into leads and customers.
So why do visitors take action? What makes them stay, read, believe and click?
This presentation is a breakdown of the major conversion factors in terms you haven’t heard before. And it begins and ends with content. The insights Andy will share were discovered during the planning of more than 1000 websites over the last 16 years. Andy will share secrets for conversion optimization through content.
“My faucet is leaking...”
How soon can you come fix it?
Same day, on-time service for 20 years.
“I’m so glad they came right away!”
Schedule a visit within 24 hours >>
“I need some marketing technology...”
Does this system connect with my database?
...integrates with the top 50 platforms
“Thanks for the help connecting to my system!”
Logos of tools
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Optimization is about meeting user expectations.
Page elements anticipate the visitor’s questions or objections
and page design prioritizes these answers.
“Questions Every Page Must Answer”
1. Who is the company?
2. What do I get?
3. Is this immediately valuable to me?
4. Is my information safe?
5. When do I get it?
6. Is this offer reliable? (Offer trust)
7. Is this company reliable? (Brand Trust)
What questions does my audience
ask before purchasing?
What classes can I take? What degrees do you offer? Are you accredited? How long does
it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time? What
can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to this
school? What are the demographics? Is there wheelchair access? Is there Spanish
language support? What about demographics, diversity, LGBT? How is parking? Is it
accessible by public transit? Can I use transfer credits when I apply? Life after
graduation? What are the housing options? Where would I live? Is childcare available?
Access to faculty? Retention rates and graduation? What kind of student support is
available? What about the library? What makes this company unique? When do
programs start? What is the neighborhood like? Do I need to take the GRE test? What is
life like for students? What have the professors done? What research? Publications?
What projects can I work on? Are they paid? Is there work-study available? Is this a for
profit school? Is it part of a bigger organization? What are classes like? Is there field
study or internships? available? How long has this school been around? Can I talk to a
professor before I apply? What is the process for applications? What if I’ve never worked
in this field before? Is there a difference between the online and on-site programs?