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Webinar- How to turn your Website Into Leads
The document presents a content-based approach to conversion optimization, discussing various tactics for improving website engagement and user experience. Key topics include understanding audience questions, the importance of evidence in messaging, and optimizing calls to action to enhance conversion rates. The webinar features insights from Andy Crestodina and Will Magley, along with a Q&A session addressing audience inquiries.
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Webinar- How to turn your Website Into Leads
- 1. A Content-based Approach toConversion Optimization Andy Crestodina Co-Founder/CMO Orbit Media Will Magley Account Executive Outbrain
- 2. Agenda • Introduction • ConversionTactics by Andy • Q&A 2A Content-based Approach to Conversion Optimization #outbrainwebinars
- 3. Will Magley Nice tomeet you! 3A Content-based Approach to Conversion Optimization #outbrainwebinars
- 4. Andy Crestodina 4A Content-basedApproach to Conversion Optimization #outbrainwebinars
- 5. #outbrainwebinars 5A Content-based Approachto Conversion Optimization #outbrainwebinars
- 6. The Underground Market ForRetro Video Games The Totally Righteous Technology Of The 1980s An App That Will Forever Change How You Enjoy Museums Millions of people enjoy a more personalized online experience through Outbrain. 6A Content-based Approach to Conversion Optimization #outbrainwebinars
- 7. The Underground Market ForRetro Video Games The Totally Righteous Technology Of The 1980s An App That Will Forever Change How You Enjoy Museums S P O N S O R E D B Y P N C B A N K Why You Should Consider Adding Mature Workers To Your Staff Millions of people enjoy a more personalized online experience through Outbrain. 7A Content-based Approach to Conversion Optimization #outbrainwebinars
- 8. Intelligent, organic, content recommendations for publishers. TheUnderground Market For Retro Video Games The Totally Righteous Technology Of The 1980s An App That Will Forever Change How You Enjoy Museums S P O N S O R E D B Y P N C B A N K Why You Should Consider Adding Mature Workers To Your Staff 8A Content-based Approach to Conversion Optimization #outbrainwebinars
- 9. The Underground Market ForRetro Video Games The Totally Righteous Technology Of The 1980s An App That Will Forever Change How You Enjoy Museums S P O N S O R E D B Y P N C B A N K Why You Should Consider Adding Mature Workers To Your Staff Growth opportunity for advertisers. 9A Content-based Approach to Conversion Optimization #outbrainwebinars
- 10. The Underground Market ForRetro Video Games The Totally Righteous Technology Of The 1980s An App That Will Forever Change How You Enjoy Museums S P O N S O R E D B Y P N C B A N K Why You Should Consider Adding Mature Workers To Your Staff It’s a Native state of mind… 10 -11% Lower bounce rate than search -17% Lower bounce rate than social +97% More page views than social +68% More page views than search A Content-based Approach to Conversion Optimization #outbrainwebinars
- 11. 11 DIY DOGS PARENTING ISLAND ESCAPES H OL I D A Y S H O P P I N G F I N A N C I A L P L A N N I N G A E R I A L P H O T O G R A P H Y E M E R G I N G M A R K E T S W E E K E N D G E T A W A Y S GARDENING BASICS BASEBALL R O A D T R I P S RUNNING AR T I S AN AL F U R N I T U R E I M P AC T I N V E S T I N G EDUC AT IO N A L AP PS URBAN LANDSCAPING INTERIOR DESIGN IKEA HACKS T R U E C R I M E P O D C A S T S M E D I T AT I O N W O R K S H O P S GREEN ROOFDECK S CRAFT COFFEE HE ALT HY COOKING RET IREM ENT PLAN N IN G S M A L L S P A C E S O L U T I O N S We Are Constantly Analyzing The Connection Among Consumer Interests The Outbrain Interest Graph A Content-based Approach to Conversion Optimization #outbrainwebinars
- 12. 80% of Premium Publishersin the United States 275B Recommendations Per Month 1.3B Users Every Month 12A Content-based Approach to Conversion Optimization #outbrainwebinars
- 13. Andy Crestodina 13A Content-basedApproach to Conversion Optimization #outbrainwebinars
- 14. @crestodina #outbrainwebinars 5 TYPESOF CONVERSIONS 1. Leads 2. Subscribers 3. Ecommerce Customers 4. Event Registrants 5. Donors
- 15. @crestodina #outbrainwebinars Traffic xConversion Rate = $
- 16. Two kinds ofvisitors. Two kinds of keyphrases. Two kinds of pages. Two kinds of conversions.
- 17. Barry Feldman Feldman Creative Yourwebsite is the mousetrap Your marketing is the cheese
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- 22. “My faucet isleaking...” 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 >>
- 23. “I need somemarketing 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 Chat with an expert about integration >>
- 24. Senior housing Can Ibring my dog? Yes, we are pet friendly “My puppy Buster loves his new friends!” Discuss pet relocation with an associate >
- 25. Non-medical home care Canyou help mom with her meals? Yes, our caregivers prepare healthy meals “Janice cooked the salmon perfectly!” Ask how we plan and prepare healthy meals >
- 26. @crestodina #outbrainwebinars There areall kinds of answers
- 27. Justin Rondeau DigitalMarketer.com Optimization isabout meeting user expectations. Page elements anticipate the visitor’s questions or objections and page design prioritizes these answers.
- 28. @crestodina #outbrainwebinars “Questions EveryPage 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)
- 29. @crestodina #outbrainwebinars What questionsdoes my audience ask before purchasing?
- 30. What classes canI 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? Will I have 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
- 31. @crestodina #outbrainwebinars What arethe three questions people always ask before hiring us or buying?
- 33. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 34. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 35. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 36. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 37. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 38. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 39. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 40. @crestodina #outbrainwebinars Questions toask your audience. Answers to publish. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you?
- 41. They ask. Youanswer. Marcus Sheridan The Sales Lion
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- 47. @crestodina #outbrainwebinars Movement ismore powerful than images. Images are more powerful than text.
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- 50. @crestodina #outbrainwebinars There aretwo kinds of evidence
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- 56. Facts are called‘cold and hard’ for a reason. They don’t have the ability to warm hearts, which is the key to changing minds. Rob Biesenbach Author, Actor, Speaker
- 57. Big Evidence: Dataand Statistics
- 58. Little Evidence: Testimonialsand Stories
- 59. 6 Things toAdd To Your Testimonials Logo Headline Picture Clear CTA Result Key phrase
- 60. @crestodina #outbrainwebinars What isthe right amount of evidence?
- 62. After removing theheader, footer and ads... 7260 pixels of page Percent proof on a sample Amazon page
- 63. After removing theheader, footer and ads... 7260 pixels of page 3130 pixels of proof Percent proof on a sample Amazon page
- 64. After removing theheader, footer and ads... 7260 pixels of page 3130 pixels of proof 43% of the page is proof Percent proof on a sample Amazon page
- 65. @crestodina #outbrainwebinars Give themeverything ...one thing at a time
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- 71. @crestodina #outbrainwebinars Grow YourList Conversion optimization for your email signup box
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- 76. 1. Prominence 2. Promise 3.Proof Why it worked... source: Email Signup Forms, Orbit Media
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- 83. @crestodina #outbrainwebinars Calls toActions and Specificity
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- 97. @crestodina #outbrainwebinars Find andFill the Gaps
- 98. What’s missing fromyour website? ...unsatisfying
- 99. What’s missing fromyour website? ...unsatisfying ...weak
- 100. What’s missing fromyour website? ...unsatisfying ...weak ...not compelling
- 101. Out of contextanswers FAQ Page
- 102. Out of contextevidence Testimonials Page
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- 109. @crestodina #outbrainwebinars How todo all this stuff... • Content Strategy Explained in 180 Seconds! • How to Create Your Content Marketing Mission • A Guide For Repurposing: The Periodic Table of Content • Content Marketing Collaboration: 5 Ways to Upgrade Your Content
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- 111. Q&A Time Andy Crestodina Co-Founder/CMO OrbitMedia Will Magley Account Executive Outbrain Got any questions? For Andy? For us?
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