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Webinar- How to turn your Website Into Leads

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Missed our webinar with Andy Crestodina? Get the slides and learn how to convert your website visitors into leads.

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Webinar- How to turn your Website Into Leads

  1. 1. A Content-based Approach to Conversion Optimization Andy Crestodina Co-Founder/CMO Orbit Media Will Magley Account Executive Outbrain
  2. 2. Agenda • Introduction • Conversion Tactics by Andy • Q&A 2A Content-based Approach to Conversion Optimization #outbrainwebinars
  3. 3. Will Magley Nice to meet you! 3A Content-based Approach to Conversion Optimization #outbrainwebinars
  4. 4. Andy Crestodina 4A Content-based Approach to Conversion Optimization #outbrainwebinars
  5. 5. #outbrainwebinars 5A Content-based Approach to Conversion Optimization #outbrainwebinars
  6. 6. The Underground Market For Retro 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. 7. The Underground 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 Millions of people enjoy a more personalized online experience through Outbrain. 7A Content-based Approach to Conversion Optimization #outbrainwebinars
  8. 8. Intelligent, organic, content recommendations for publishers. The Underground 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. 9. The Underground 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 Growth opportunity for advertisers. 9A Content-based Approach to Conversion Optimization #outbrainwebinars
  10. 10. The Underground 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 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. 11 DIY DOGS PARENTING ISLAND ESCAPES H O L 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. 12. 80% of Premium Publishers in the United States 275B Recommendations Per Month 1.3B Users Every Month 12A Content-based Approach to Conversion Optimization #outbrainwebinars
  13. 13. Andy Crestodina 13A Content-based Approach to Conversion Optimization #outbrainwebinars
  14. 14. @crestodina #outbrainwebinars 5 TYPES OF CONVERSIONS 1. Leads 2. Subscribers 3. Ecommerce Customers 4. Event Registrants 5. Donors
  15. 15. @crestodina #outbrainwebinars Traffic x Conversion Rate = $
  16. 16. Two kinds of visitors. Two kinds of keyphrases. Two kinds of pages. Two kinds of conversions.
  17. 17. Barry Feldman Feldman Creative Your website is the mousetrap Your marketing is the cheese
  18. 18. @crestodina #outbrainwebinars From Answers to Action
  19. 19. @crestodina #outbrainwebinars Conversion Map
  20. 20. ANSWERS UNCERTAINTY
  21. 21. “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 >>
  22. 22. “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 Chat with an expert about integration >>
  23. 23. Senior housing Can I bring my dog? Yes, we are pet friendly “My puppy Buster loves his new friends!” Discuss pet relocation with an associate >
  24. 24. Non-medical home care Can you help mom with her meals? Yes, our caregivers prepare healthy meals “Janice cooked the salmon perfectly!” Ask how we plan and prepare healthy meals >
  25. 25. @crestodina #outbrainwebinars There are all kinds of answers
  26. 26. Justin Rondeau DigitalMarketer.com Optimization is about meeting user expectations. Page elements anticipate the visitor’s questions or objections and page design prioritizes these answers.
  27. 27. @crestodina #outbrainwebinars “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)
  28. 28. @crestodina #outbrainwebinars What questions does my audience ask before purchasing?
  29. 29. 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? 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
  30. 30. @crestodina #outbrainwebinars What are the three questions people always ask before hiring us or buying?
  31. 31. @crestodina #outbrainwebinars Questions to ask 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?
  32. 32. @crestodina #outbrainwebinars Questions to ask 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?
  33. 33. @crestodina #outbrainwebinars Questions to ask 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. 34. @crestodina #outbrainwebinars Questions to ask 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. 35. @crestodina #outbrainwebinars Questions to ask 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. 36. @crestodina #outbrainwebinars Questions to ask 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. 37. @crestodina #outbrainwebinars Questions to ask 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. 38. @crestodina #outbrainwebinars Questions to ask 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. 39. They ask. You answer. Marcus Sheridan The Sales Lion
  40. 40. @crestodina #outbrainwebinars Message, messengers and formats
  41. 41. @crestodina #outbrainwebinars Message, messengers and formats
  42. 42. @crestodina #outbrainwebinars Message, messengers and formats
  43. 43. @crestodina #outbrainwebinars Message, messengers and formats
  44. 44. @crestodina #outbrainwebinars Message, messengers and formats
  45. 45. @crestodina #outbrainwebinars Movement is more powerful than images. Images are more powerful than text.
  46. 46. @crestodina #outbrainwebinars
  47. 47. EVIDENCE UNCERTAINT Y
  48. 48. @crestodina #outbrainwebinars There are two kinds of evidence
  49. 49. pathos logos ethos
  50. 50. emotion reason ethics
  51. 51. heart head cred
  52. 52. @crestodina
  53. 53. 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
  54. 54. Big Evidence: Data and Statistics
  55. 55. Little Evidence: Testimonials and Stories
  56. 56. 6 Things to Add To Your Testimonials Logo Headline Picture Clear CTA Result Key phrase
  57. 57. @crestodina #outbrainwebinars What is the right amount of evidence?
  58. 58. After removing the header, footer and ads... 7260 pixels of page Percent proof on a sample Amazon page
  59. 59. After removing the header, footer and ads... 7260 pixels of page 3130 pixels of proof Percent proof on a sample Amazon page
  60. 60. After removing the header, footer and ads... 7260 pixels of page 3130 pixels of proof 43% of the page is proof Percent proof on a sample Amazon page
  61. 61. @crestodina #outbrainwebinars Give them everything ...one thing at a time
  62. 62. +33% Conv. Old New
  63. 63. @crestodina #outbrainwebinars Grow Your List Conversion optimization for your email signup box
  64. 64. Before... After...
  65. 65. 4800% increase. Not bad!
  66. 66. 1. Prominence 2. Promise 3. Proof Why it worked... source: Email Signup Forms, Orbit Media
  67. 67. Good
  68. 68. Good
  69. 69. Bad
  70. 70. @crestodina #outbrainwebinars Calls to Actions and Specificity
  71. 71. source: Michael Aagard
  72. 72. source: Michael Aagard
  73. 73. BENEFITS COSTS
  74. 74. RETURN INVESTMENT
  75. 75. @crestodina #outbrainwebinars Find and Fill the Gaps
  76. 76. What’s missing from your website? ...unsatisfying
  77. 77. What’s missing from your website? ...unsatisfying ...weak
  78. 78. What’s missing from your website? ...unsatisfying ...weak ...not compelling
  79. 79. Out of context answers FAQ Page
  80. 80. Out of context evidence Testimonials Page
  81. 81. Beware the testimonials page
  82. 82. @crestodina #outbrainwebinars The ROI of CRO
  83. 83. @crestodina #outbrainwebinars Leads ...everyday!
  84. 84. @crestodina #outbrainwebinars How to do 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
  85. 85. @crestodina Andy Crestodina THANK YOU!
  86. 86. Q&A Time Andy Crestodina Co-Founder/CMO Orbit Media Will Magley Account Executive Outbrain Got any questions? For Andy? For us?
  87. 87. Thank You!

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