Website Best Practices for the High Tech Marketer

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  • People will talk about this process as conversion optimization, SEO and usability, but in layman’s terms, you are really just looking to get as many people as possible to see your site, and then create a logical process to funnel people through that site with a clear end goal in mind.
    Optimization uses content, visual cues, plus some psychology and testing, to focus your visitors and get them to do exactly what you want them to do on each page (convert).
  • Let’s you know what your site can do (and tell you how much money you are leaving on the table) – Your site may be working ok – how do you know?

    The only place you can measurably change your revenue/move the demand curve in a concrete way, using the assets you already have.
  • Let’s you know what your site can do (and tell you how much money you are leaving on the table) – Your site may be working ok – how do you know?

    The only place you can measurably change your revenue/move the demand curve in a concrete way, using the assets you already have.
  • Website Best Practices for the High Tech Marketer

    1. 1. 1 eDynamic, Thursday, May 29, 2014 1 CreateYourOwn ConversionEngine WebsiteBestPracticesforthe HighTechMarketer
    2. 2. 2 Why Care About Website Conversion?
    3. 3. 3 62% OF U.S. CONSUMERS REGULARLY VISIT BRANDED WEBSITES. Global Web Index Report, 2013
    4. 4. 4 ~50% OF B2B MARKETERS HAVE DIRECT REVENUE ACCOUNTABILITY. CMO, 2013
    5. 5. 5 $92COMPANIES SPEND TO BRING CUSTOMERS TO THEIR SITE, BUT ONLY TO CONVERT THEM. Eisenburg Holdings, 2012$1
    6. 6. 6
    7. 7. 7Generates ~70K leads/ month
    8. 8. 88 1 2 3 4 WHAT IS CONVERSION OPTIMIZATION? 5 PRINCIPLES OF TOP CONVERTING WEBSITES WHAT’S NEXT? LIVE OPTIMIZATION
    9. 9. 9 Conversion Optimization: The process of designing and/or improving your website to maximize its output (i.e. get people to convert).
    10. 10. 10 Your Website Now.
    11. 11. 11 Your Website with a Conversion Engine. Content + Strategy + Testing = Leads = Revenue
    12. 12. 12 The MECLABS Conversion Heuristic.
    13. 13. 1313 1 2 3 4 WHAT IS OPTIMIZATION? 5 PRINCIPLES OF TOP CONVERTING WEBSITES WHAT’S NEXT? LIVE OPTIMIZATION
    14. 14. 14 1. It’s Not Me, It’s You..
    15. 15. 15 The Problem with Most Websites.
    16. 16. 16 Online or offline, a website is about people.
    17. 17. 17 The Shift.
    18. 18. 18 Quick Sprout
    19. 19. 19 2. Optimize a Thought Process..
    20. 20. 20 A Website’s Micro-Conversion Funnel. (Note: It’s Inverted)
    21. 21. 21 vs.
    22. 22. 22 vs.
    23. 23. 23 vs.
    24. 24. 24 3. Focus on Decision Points..
    25. 25. 25 • CTA Buttons • Headlines • Value Propositions • Product Descriptions • Shopping Carts (eCommerce) My hint: Work backwards Specific Decision Points:
    26. 26. 26 Content Verve
    27. 27. 27 HubSpot/Unbounce
    28. 28. 28 4. Eliminate All Possible Friction..
    29. 29. 29
    30. 30. 30 Kofax
    31. 31. 31 Content Verve
    32. 32. 32 • Create a Visual Hierarchy • Write Copy that Makes Sense • Include a Simple Color Palate • Maxiize White Space • Avoid: • Making People Nervous • Making Them Think “Huh?” Ways to Eliminate Friction.
    33. 33. 33 4. Explain the Value..
    34. 34. 34 • Describe what sets you apart in 2 - 3 sentences • Think from the perspective of the buyer • Must be: • Specific • Relevant • Exclusive Your Value Proposition.
    35. 35. 35 HubSpot
    36. 36. 36
    37. 37. 37 5. Use Jedi Mind Control..
    38. 38. 38 • Scarcity • Social Proof • Testimonials Psychological Principles:
    39. 39. 39 1. Scarcity WayFair
    40. 40. 40 2. Social Proof MECLABS
    41. 41. 41 2. Social Proof (cont.) Mashable
    42. 42. 42 3. Testimonials Content Verve
    43. 43. 4343 1 2 3 4 WHAT IS CONVERSION OPTIMIZATION? 5 PRINCIPLES OF TOP CONVERTING WEBSITES WHAT’S NEXT? LIVE OPTIMIZATION
    44. 44. 44 1. Responsive iSelect
    45. 45. 45 2. Personalized Amazon
    46. 46. 46 3. Content Marketing Adobe
    47. 47. 47 4. Customer Experiences Coke: Liquid and Linked
    48. 48. 48 Summary.
    49. 49. 49 • Find your people, and talk directly to them. • Make your site simple, clear and logical. • Know which levers make a difference. • TEST!!
    50. 50. 5050 1 2 3 4 WHAT IS CONVERSION OPTIMIZATION? 5 PRINCIPLES OF TOP CONVERTING WEBSITES WHAT’S NEXT? LIVE OPTIMIZATION
    51. 51. 51 Good: I like the imagery and layout Improvement: Move value prop higher, play with the video
    52. 52. 52Good: Problem-oriented, great social proof Improvement: Play with the CTA, phone # placement
    53. 53. 53 Good: Video will drive SEO, visually distinct CTA Improvement: Value Prop, play with the navigation
    54. 54. 54 Connectwithus 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.ne

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