This document discusses building a better website that functions as part of a conversion machine. It emphasizes starting with strategy and determining why an organization has a website before designing or building a new one. A website should be built to attract visitors by meeting their needs through relevant content and calls to action, and to convert visitors into leads, customers, and loyal customers through interactivity and measurable goals. The document provides guidance on assessing whether a new website is needed based on poor site organization, connections, or conversions, and outlines seven steps for building an effective conversion machine that connects marketing and sales components as well as the brand and consumers.
Digital Demand from Click to Close: Realigning Search Marketing for the B2B ...DemandWave
71% of B2B decision-makers begin their research with a search engine. Influencing the buyer’s journey at the first touch point is critical.
So, the question is how can you leverage SEO to build your sales funnel? Catch our webinar and learn 3 tips to get started!
Digital Demand from Click to Close: Realigning Search Marketing for the B2B ...DemandWave
71% of B2B decision-makers begin their research with a search engine. Influencing the buyer’s journey at the first touch point is critical.
So, the question is how can you leverage SEO to build your sales funnel? Catch our webinar and learn 3 tips to get started!
Despite a steady stream of changes and often volatile shifts in ranking/position, the state of the search marketing industry remains strong. According to the Search Engine Marketing Professional Organization’s (SEMPO) 10th State of the Industry report, which surveyed more than 500 digital marketers and agencies about their online marketing activities across
digital channels, search engine optimization (SEO) is the most prevalent marketing activity for 94 percent of individual marketers/clients and 92 percent of agencies – significantly higher than when the survey was conducted in 2013 http://withDrDavid.com Search-based advertising is also top of mind with today’s enterprises, with 84 percent of agencies/consultants and 83 percent of marketers/clients indicating they run paid campaigns.
If you think offline marketing is a relic of the 20th century, it’s time to reconsider. With everyone obsessed with online
marketing, offline marketing stands out more than ever! Whether your goal is branding,
bringing in more foot traffic, generating prospects or closing sales, offline marketing activities
can effectively supplement or even replace online efforts. Here are 25 ways to make offline
marketing pay.
Are you looking to increase the amount of leads and sales you receive through your website?
Find out how to instantly grow your email subscriber lists and increase the leads and sales you receive through your website. This free guide is guaranteed to give you the advantage you're looking for in your business.
With this guide you will discover...
How to identify and target your ideal customer.
Massively Increase your email subscriber lists and increase leads and sales.
Build effective landing pages and sales pages for your website.
Find and remove the elements stopping you from making even more sales on your website.
The tools required to help you measure your results and make meaningful adjustments.
Searching for an independent company promoting thoughts? You have arrived at the ideal locations. We realize that not at all like enormous organizations with greater money vaults and surprisingly a greater number of promoting choices...
Futureproofing digital business models in Retail - Jacob Dutton, 383 - Byte B...383
Jacob Dutton, Partner & Commercial Director at digital experience studio 383, talks about the ways that traditional retail models are being disrupted. He also explore some practical ways that today's retailers can help to future proof their revenue streams for tomorrow
Jacob spoke at 383's monthly Byte Breakfast event. Each event features a guest speaker from inside one of the world’s most interesting companies and a related talk on product development and customer experience from a team lead at 383.
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
Your ultimate guide to Google Analytics Remarketing.
Find out how Google Analytics is working and what are GA Audiences. Understand which signals to use, how to create Audience lists and and leverage GA capabilities for advanced uses cases such as cross-device Remarketing, CRM-based Audience Lists, Email-based Retargeting, etc ...
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
Despite a steady stream of changes and often volatile shifts in ranking/position, the state of the search marketing industry remains strong. According to the Search Engine Marketing Professional Organization’s (SEMPO) 10th State of the Industry report, which surveyed more than 500 digital marketers and agencies about their online marketing activities across
digital channels, search engine optimization (SEO) is the most prevalent marketing activity for 94 percent of individual marketers/clients and 92 percent of agencies – significantly higher than when the survey was conducted in 2013 http://withDrDavid.com Search-based advertising is also top of mind with today’s enterprises, with 84 percent of agencies/consultants and 83 percent of marketers/clients indicating they run paid campaigns.
If you think offline marketing is a relic of the 20th century, it’s time to reconsider. With everyone obsessed with online
marketing, offline marketing stands out more than ever! Whether your goal is branding,
bringing in more foot traffic, generating prospects or closing sales, offline marketing activities
can effectively supplement or even replace online efforts. Here are 25 ways to make offline
marketing pay.
Are you looking to increase the amount of leads and sales you receive through your website?
Find out how to instantly grow your email subscriber lists and increase the leads and sales you receive through your website. This free guide is guaranteed to give you the advantage you're looking for in your business.
With this guide you will discover...
How to identify and target your ideal customer.
Massively Increase your email subscriber lists and increase leads and sales.
Build effective landing pages and sales pages for your website.
Find and remove the elements stopping you from making even more sales on your website.
The tools required to help you measure your results and make meaningful adjustments.
Searching for an independent company promoting thoughts? You have arrived at the ideal locations. We realize that not at all like enormous organizations with greater money vaults and surprisingly a greater number of promoting choices...
Futureproofing digital business models in Retail - Jacob Dutton, 383 - Byte B...383
Jacob Dutton, Partner & Commercial Director at digital experience studio 383, talks about the ways that traditional retail models are being disrupted. He also explore some practical ways that today's retailers can help to future proof their revenue streams for tomorrow
Jacob spoke at 383's monthly Byte Breakfast event. Each event features a guest speaker from inside one of the world’s most interesting companies and a related talk on product development and customer experience from a team lead at 383.
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
Your ultimate guide to Google Analytics Remarketing.
Find out how Google Analytics is working and what are GA Audiences. Understand which signals to use, how to create Audience lists and and leverage GA capabilities for advanced uses cases such as cross-device Remarketing, CRM-based Audience Lists, Email-based Retargeting, etc ...
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
Indian SEO Expert is a Bangalore based Digital Marketing optimization company, which provides Search Engine
Optimization (SEO), PPC, Analytics, and Social Media Marketing in India and across the globe
How to Build Websites That Convert Visitors Into Customers.pdfBradley Cameron
A solid online presence is critical for any organization in today's digital age. However, more than having a website is required; it must be built to convert visitors into clients. This post will look at six fundamental tactics for creating websites that effectively engage and convert users, resulting in business growth.
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfIBM
https://abhinandantripathi.com/web-design-company-in-bhopal/
Welcome to "Web Design On A Budget - How to Create a Great Website Without Spending a
Lot of Money." In this book, we will embark on a journey to demystify web design, making it
accessible to individuals and small businesses with limited budgets.
The digital world is ever-evolving, and having a strong online presence is crucial. Whether
you're a small business owner, a freelance professional, or an aspiring blogger, a well-designed
website can be your most potent tool. However, you don't need deep pockets to create an
effective web presence.
This book is your comprehensive guide to designing, building, and maintaining a remarkable
website without breaking the bank. It's a step-by-step handbook filled with practical advice,
creative solutions, and cost-effective strategies that will help you create a website that not only
looks fantastic but also achieves your goals.
We'll explore the art of choosing the right domain name, selecting the perfect hosting solution,
crafting compelling content, and designing your website for success. You'll learn how to create
attractive visuals and write engaging copy, all without costly investments. We'll delve into the
world of search engine optimization (SEO) and how to make your website discoverable to your
target audience.
Moreover, we'll discuss the importance of a responsive design, ensuring your website is
accessible on various devices, and optimizing the user experience. You'll discover how to
integrate social media effectively, market your website on a budget, and track your success
using analytics.
But it doesn't end there. This book emphasizes the significance of ongoing maintenance and
continuous improvement to keep your website current and competitive.
With "Web Design On A Budget," you'll have all the tools and knowledge you need to embark on
your web design journey. Let's get started on creating a stunning, effective website that won't
drain your bank account
How can HubSpot help BabelQuest grow your businessEric Murphy
BabelQuest are a HubSpot Gold partner in Oxford, UK. We help drive business growth with inbound marketing and inbound sales. More than a marketing agency, we are a business growth partner.
5 Important Elements of a Good Website Design PaulDonahue16
Optimization of website design elements plays a crucial part in keeping your business website's long-term success. It mainly creates a great user experience and helps search engines index your website better.
Learn five of these essential elements and how to optimize them.
https://advdms.com/blog/5-important-elements-of-a-good-website-design/
You have frequently asked questions about planning a website; we have answers. Our presentation covers everything you must know when building a new site.
Digital Marketing 101: Everything You Need To KnowFolsom Creative
Webinar slide deck from Folsom Creative and Inteum
Inteum develops industry-leading intellectual property management software with clients include technology transfer offices at over 400 installations in 22 countries around the globe, including universities, research institutions, federal labs, corporations, and startups.
Folsom Creative is a design and marketing agency that specializes helping clients create full stack marketing strategies. We provide a full suite of services to assist in our customers in these areas. Our clients rage from tech startups to large multi marketed enterprises.
As the digital marketing landscape continues to grow at a rapid pace, marketers are faced with new challenges and opportunities within this digital age.
The Digital Marketing Course is an initiative designed to educate students in the area of Digital Marketing.
What is the Importance of Responsive Web Design for Business Development?Versatile Mobitech
A responsive website design from Versatile Mobitech draws the customer’s attention, and they think the company takes their customers seriously, thus helping to stay ahead in business. Customers love the customization process of their devices, i.e., Android or iOS depending on customer satisfaction. Analytics is a kind of goal which records the number of visitors viewing the pages.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
2. Building a Better Website
Conversion Machines
Building a Better Website
Scott A. Miller
Scott Miller is an Inbound
Marketing Author, Strategist
and Consultant.
He founded Marketing
Matters in 1996 and leads a
team of Inbound Marketers.
Scott A. Miller
Follow him on Twitter
@tuxmiller
He invented the Einstein
Inbound Assessment & AGI
Pyramid.
His clients realize unusually
high, measurable ROI.
@Tuxmiller
3. Building a Better Website
TABLE OF CONTENTS
Why?
5 - 12
Do You Need a New
Website?
13 - 19
Building a Conversion
Machine
20 – 21
Start With Strategy
22 - 26
Choose a Platform
27 - 29
Create Great Content
30 - 35
Build Calls-to-Action
36 - 42
Assess With Analytics
43 - 44
Summary
45 - 47
@Tuxmiller
5. Building a Better Website
Why do I have a
website?”
You have a website. Just about every organization does. But why?
Before you begin designing & building a new website, ask yourself
this fundamental question:
“Why does my organization have a website?”
Resist the urge to build your pretty new site before you can
determine this:
“What is the purpose of my website?”
What function does your website perform today? What function
should it serve for you in the future?
Write down your answers, then read on so we can form a plan for
your website together…
@Tuxmiller
6
6. Building a Better Website
Build Something Bigger than a website.
Build a Conversion Machine.
Your website can do great things.
But to realize unusually high performance from your website,
you need to build more than a website. The most successful
organizations build their website as part of a marketing system.
We call this powerful system a Conversion Machine.
In our online Conversion Machine model, the website is the
engine that runs the machine. It is the power behind a
marketing system that attracts, nurtures & converts customers,
helping create loyal customers for life.
This eBook will help you stop the poor practice of maintaining a
static brochure website designed for one way communication.
You can then begin building a website based on a Conversion
Architecture blueprint.
Conversion Architecture helps your website:
1. Create conversations with consumers, nurturing
them down the purchase path.
2. Cause conversions, ultimately leading to new
customers.
@Tuxmiller
7
7. Building a Better Website
ATTRACT:
The Law of Attraction
states: “Like attracts Like.”
To maximize success (as
measured by ROI) your
website must be built under
this law. It should be built
to attract.
When designed on a
blueprint of Conversion
Architecture, your website
actively and naturally
attracts quality Visitors.
An Attractive website goes beyond pleasing
graphic design; it attracts customers.
The Attractive website powers brand/consumer
relationships because it allows consumers to participate on
their terms. Make it easy for Visitors to easily and quickly
discover the information they came for in the first place.
@Tuxmiller
8
8. Building a Better Website
Find a Need and Fill It.
Marketing 101: Find a need and fill it.
That used to be hard. Marketers relied on limited, suspect data
and ‘hunches’. Sometimes we’d hit on a need and alignment
between brand & consumer occurred. Luck.
When we as marketers and marketing firms collectively stop
guessing and reacting and, instead, replace that mad method
with a more scientific method, we become pro-active problem
solvers for our customers.
Today, consumers tell us what their needs are every day.
They’re called keywords.
Every day, prospective customers imply needs through their
search terms . Smart marketers are able to infer the following:
1. Need for a Product or Service
2. Geographic, Demographic & Psychographic info.
3. Point in the Purchase Funnel
4. Content Type sought.
5. Much more…
Serving up relevant, timely and contextual Content pleases your
website Visitor and Google. Easier said than done. This is where
Content Strategy comes in handy.
@Tuxmiller
9
9. Building a Better Website
Attractive Websites
Are designed based on
Visitors needs, not ours.
Are built to provide solutions
based on the reason the
Visitor came.
Serve up relevant, timely and
contextual Content.
Are designed for quick, easy navigation.
Realize that a Visitor is only one click away from leaving your
site.
Satisfy both the search engines and the Visitor.
Address the various reasons a Visitor has come: Research,
Consideration, Purchase & Re-engagement.
@Tuxmiller
10
10. Building a Better Website
Convert:
As part of a Conversion
Machine, your website is no
longer passive.
At peak performance, your
new website provides
interactivity with Visitors at
multiple levels.
IMAGE CAPTION
When properly designed & built, your new
website will cause conversions.
Visitors become Leads.
Leads become Customers.
Customers become Loyal Customers for Life.
In the case of e-commerce, customer conversions may occur
onsite. For B2B websites Leads will become Market Qualified
Leads (MQLs) and may then be handed over from Marketing
to Sales.
@Tuxmiller
11
11. Building a Better Website
Conversion Websites
Provide a core hub of
navigation.
Use Landing Pages to cause
conversions.
Use Calls-to-Action to Engage
with Visitors, collecting data
in exchange for something of
value.
Are not too aggressive in their approach to Engagement.
(MoFU)
Provide appropriate actions for Visitors, based on where they
are in the purchase funnel.
Do not flaunt aggressive sales offers on every single page.
Provide measurable, track-able behavior analytics.
Improve the Visitor experience by combining good visual design
with frictionless navigation.
Generate a higher Return-on-Investment than traditional
websites.
@Tuxmiller
12
12. CHAPTER 2:
Do you need a new website?
Well, that’s a simple question and we bet you
know the simple answer:
Yes.
@Tuxmiller
13
13. Building a Better Website
reasons to build
a new website
These are the three common reasons for building a new
website:
Poor Site Organization
Poor Connections
Poor Conversions
@Tuxmiller
14
14. Building a Better Website
Your website is the
engine that powers
a Conversion
Machine.”
Most websites, especially those built before August, 2012, are
not designed to convert. They were built under faulty criteria
including these 4 Common Problems With Websites:
1. Main site approval determinant is good graphic design.
2. Built around our products, rather than customers’ needs.
3. Information Architecture rather than Conversion
Architecture.
4. Static, closed platforms.
You can change all that by designing a customer-centric
website that allows freedom of customer navigation while
fulfilling customer needs on many levels.
@Tuxmiller
15
15. Building a Better Website
“42.2% of companies using inbound
marketing increase their lead-to-sale
Source: HubSpot, 2013
conversion rate.”
Website ROI
Attraction websites perform better than traditional websites.
Here are some website metrics:
• Call-to-Action click-thru rate
• Visitor to Lead conversion rate
• Lead to Customer conversion rate
• Visitor to Customer conversion rate
• Customer Acquisition Cost
• Lifetime Value of Customer
• Payback After Acquisition
HubSpot has measured results for each of these. The pages that
follow are individual stats by component. Just think what happens
when you get all components working in synchronicity!
@Tuxmiller
16
16. Building a Better Website
Poor Organization
Most developers equate
proper website
organization with onsite
SEO. Sure, that’s
important.
Conversion Websites are
designed and built with
both Google and the
Visitor in mind.
SEO is important. Very
important. But satisfying
customers is even more
important.
Organize your website to Best Practices
A Conversion Website is organized to SEO best practices
while providing easy Visitor navigation.
User experience should be customer-centric, appearing
natural & logical to the Visitor while nurturing them closer
to a Conversion.
@Tuxmiller
17
17. Building a Better Website
Poor Connections
We’re not talking about
technical connectivity
here. Nope. We’re talking
about connecting people,
not wires.
Brand & Consumer
Old websites are
disconnected from the
Visitor. Look at me! Buy
now! Read my stuff and
leave!
Marketing & Sales
“We provide all kinds of
leads,” says Marketing.
“The leads are weak,”
says Sales.
Connect & Communicate
Poor connectivity is usually based on poor
communication. Conversion websites are designed to
improve communication on many levels.
Content Strategy creates consumer connections.
Shared Conversion goals through Brand Alignment
bridge the gap between marketing and sales.
@Tuxmiller
18
18. Building a Better Website
Poor Conversions
Who cares how many “hits”
your website got last month?
Conversion websites are built
on a platform designed for
metrics & reporting.
Measure Only What Is
Important
So now you can measure:
Visitors
Visitors to Leads
Leads to Customers
Customers to Repeat Loyal
Customers
• Return-on-Investment
•
•
•
•
A website should be designed to convert.
You can now measure your online marketing efforts and
correlate with Sales. Focusing on these metrics help
improve efficiency and close ratios. Conversions are caused
by Calls-to-Action.
@Tuxmiller
19
19. CHAPTER 3:
Building a Conversion Machine
Conversion Machines Connect Dots:
Between online marketing components.
Between consumer and brand.
Between Sales & Marketing.
View a video on Conversion Machines.
@Tuxmiller
20
20. Building a Better Website
How?
Seven Steps
1. Start with Strategy.
2. Think Broader. Think Holistic.
3. Grade & Assess Website and
Inbound Marketing.
4. Set Goals & Objectives
5. Create Assets Inventory/Needs
6. Design & Build
7. Analyze & Improve
@Tuxmiller
21
21. CHAPTER 4:
Start with Strategy
Good strategy answers the “Why?”
Strategy is bigger than your website. First ask, “How
does my website connect with a consumer?” Then ask,
“How does my website connect with the rest of my
marketing?”
Here’s a strategy hierarchy for reference:
1.Marketing Strategy
2.Online Strategy
3.Website Strategy
4.Content Strategy
5.CTA Maps
@Tuxmiller
22
22. Building a Better Website
Strategy involves crafting an overview map of a desired
outcome based on pre-established goals & objectives.
Many times there is an internal, vertical strategic disconnect,
forcing fragmented tactical execution across marketing, sales &
operations.
To be impactful, go as high as you can up the Strategy Chain.
Business Strategy
Product Strategy
Sales Strategy
Marketing Strategy
Online Strategy
Website Strategy
Ideally, the Business Strategy would obviously be integrated into
the website strategy, but rarely is this the case.
Even if you only start at “website strategy” make sure you start
with Strategy…
@Tuxmiller
23
23. Building a Better Website
Website Goals: Answering
the “Why?”
Earlier we asked, why do you have a
website?
3 common answers Why?:
1) To attract & inform Visitors.
2) To generate Leads.
3) Convert Leads into Customers
Design broad‐based SMART Goals based on your
answers to why you have a website. Then create
measurable, specific objectives.
@Tuxmiller
24
24. Building a Better Website
S.M.A.R.T. Goals
An intelligently designed website
begins with SMART Goals.
What’s a SMART Goal?
S‐ Specific
M‐ Measurable
A‐ Action‐oriented
R‐ Realistic
T‐ Time‐bound
SMART Goals will help you establish benchmarks
and milestones to measure your progress and
success.
EXAMPLE GOAL:
We want to build an Attorney website by July 1
that is an educational legal resource for auto
accident victims while providing easy methods of
contacting the legal firm & data collection.
@Tuxmiller
25
25. Building a Better Website
Website Objectives
Specific, measurable actions.
Sample Objectives
•
Attract 5,000 website Visitors/month.
•
Create 50 downloads/month for an eBook.
•
Generate 150 leads/month.
•
Hand over 50 Market Qualified Leads from
Marketing to Sales per month.
•
Create 5 new Customers/month.
•
Increase Conversions from 1.5% to 2% in Q3.
•
Blog 3X/week for the next 52 weeks.
•
Perform one webinar per quarter this year.
@Tuxmiller
26
26. CHAPTER 5:
Choosing a Platform
The platform you choose for a conversion website must
be open-source and dynamic. Requirements include:
•Internal access
•Ease of internal updating
•Analytics & CRM Integration
We choose WordPress and HubSpot/SalesForce, but there
are other options out there.
@Tuxmiller
27
27. Building a Better Website
Platforms
Automation Software:
CMS Website Platforms:
1.
2.
3.
4.
1.
2.
3.
4.
HubSpot
Marketo
Pardot
Eloqua
WordPress
Drupal
Joomla
Proprietary
“29.8 of companies using HubSpot
have increased the traffic to their
site more than 100%”
Source: HubSpot, 2013
@Tuxmiller
28
28. Building a Better Website
Our CMS of choice is WordPress because of its broad
appeal, universal acceptance and ease of use. There are
certain types of sites, specifically pure e-commerce sites
and other specialized industry sites, that will require a
different platform.
HubSpot is our choice for connecting Inbound
Marketing dots. That’s not necessarily because the other
software can’t do the job. We’ve found that HubSpot is
quick and easy (relatively speaking) to get up and running.
And, it’s intuitive for logical marketing.
@Tuxmiller
29
29. CHAPTER 6:
Create Great Content.
Content fuels your website engine. You’ll want to fuel your
engine with high octane content. And you’ll want to re-fuel it
with quality content often.
Great content begins with great Content Strategy, including:
•Use a 3-D approach in content delivery
•Prioritization for Product Focus
•Understand 4 “E’s” of Content
•Content conversion paths integrated with CTA Map
@Tuxmiller
30
30. Building a Better Website
3‐D Content
Our intent is to communicate effectively with human beings.
We must, therefore, operate dynamically. Our content
connects with consumer when it has depth and dimension.
3-D Content
1. Product
2. Persona
3. Place in Purchase Cycle
Product Pyramids help you prioritize which bottom-line
products/services to build website Content around.
Personas are your target customer profiles. Develop Content
around Persona preferences. Create content form &
language that “speaks” to each Persona in a meaningful,
connective way.
Place in purchase cycle includes matching Content type,
language and offerings based on how close any given
Persona is to a purchase.
@Tuxmiller
31
31. Building a Better Website
Product Pyramids
Product Pyramids help
you prioritize which
products/services to
build online Content
around.
First list all your bottomline offerings. These are
the products or services
you offer.
Product Pyramids help you prioritize which products/services
to build online Content around.
First, list all your bottom-line offerings. These are the
products or services that result in a sales transaction.
Then rank them in 2 ways:
1)
2)
Revenue Contribution-Priority to overall
revenues.
Ease of Sale (measured in time or volume).
@Tuxmiller
32
32. Building a Better Website
Personas
W.I.I.F.M.
When identifying your target
customer personas, it’s
imperative to first segment
your target audience into
smaller, and more specific
groups of people.
These individual groups will
each consist of people with
shared demographics,
motivations, concerns and
online behavior according to
real data reports.
“What’s In It For Me?” That’s the question in the back of every
Visitor’s mind.
By specifically identifying Personas and creating content on their
individual needs, you answer “What’s In It For Me?”
Things to Consider when Identifying Persona’s
Demographics of the most common buyers of your product.
Common needs and/or problems they’re trying to solve.
Customer behaviors on social networks, the information they
choose to obtain, the search terms they use and the products
they research most.
@Tuxmiller
33
33. Building a Better Website
4 E’s of Content
Effective content is
relevant, timely and
contextual.
To nurture and convert,
content language and
delivery must address
the customer’s current
state in the purchase
funnel.
Educate
Engage
Encourage
Embrace
Is the prospect researching? Are they shopping? Are they
ready to purchase? Are they looking to re-purchase? The
Four E’s of Content address each of these stages.
Companies with Content
Strategies
38%
Without
62%
Source: Econsultancy and Outbrain,
2013
With
@Tuxmiller
34
35. CHAPTER 7:
Build Calls-to-Action
CTAs are oil for your Conversion Machine. A CTA map
diagrams website user flow in order to create a friction-less
User experience (UX).
Just as you monitor and change oil for your car, so must you
monitor and change your CTAs.
A CTA may be a button, a form, or a link, but all CTAs are
designed to do the following:
CTAs create Convenient Conversion Paths
@Tuxmiller
36
36. Building a Better Website
Calls‐to‐Action
CTAs are the most
overlooked part in
website builds, but in a
Conversion Machine
they are a priorety.
“Calls to action
promoting eBooks
get almost 2X the
click through rate as
emails promoting
webinars.”
Individual CTAs should
be served up most
frequently at the
middle-of-funnel Engage
Source: HubSpot, 2013
stage of consumer
purchase. of the website we’ve examined are anemic at this
Yet, most
most critical stage. Some websites don’t even offer middleof-the funnel offers.
Resist the temptation to always go straight bottom-of-funnel
offers. Create valuable middle-of-the funnel offers. By
nurturing rather than hammering, you’ll build consumer trust
and confidence.
By integrating a CTA map that naturally guides
Visitors closer toward a Conversion, you’ll build
brand Value. Visitors will become Leads. Leads will
become Customers.
@Tuxmiller
37
37. Building a Better Website
Website Calls‐to‐Action
CTAs capture customer data
by offering an exchange of
perceived value.
Some Types of CTAs
Forms
•
Downloadables
•
CTA Maps link individual
CTAs. The result creates a
frictionless navigation
experience, causing
conversions.
•
Contests
•
Free trial
•
Coupon
•
Newsletter
•
Blog
•
Product
Registration/
Notifications
@Tuxmiller
38
38. Conversion Websites align CTAs &
Content with the sales funnel.
Download a copy of this Conversion Strategy diagram here.
@Tuxmiller
39
39. Building a Better Website
Content and CTAs
The consumer’s place in
the purchase funnel is
important.
Identify 2 points: the
place a consumer enters
the funnel and the desired
place for them to end.
The end place is what we
call a Conversion, though
that’s not always a sale.
“Landing pages and
calls-to-action – are
the #1 reason
marketers attribute
to their increase in
sales”
Source: HubSpot, 2013
Conversions occur through a series of calls-to-action. A CTA
map plans fluid website conversions. Content creates
conversations with consumers. CTAs encourage content
consumption toward a purchase.
CTA Rules
1-3 CTAs per page.
Horizontal or downward purchase
funnel movement is preferred.
Offer a fair exchange when asking for
data.
@Tuxmiller
40
40. Building a Better Website
Landing Pages Increase Leads
Landing pages are an essential
part of lead generation. Factors
from page design to the quality
of the offer behind the form can
all influence how well these
critical pages work.
“
HubSpot landing page analytics
help you measure your landing
pages and optimize them for
success.
@Tuxmiller
Companies see a
55% increase in
leads when
increasing their
number of
landing pages
from just 10 to
15” Source: HubSpot, 2013
41
41. Building a Better Website
Landing Page Tips
•
Use a clear title, description, and layout to instantly convey
the value of your offer and create a strong incentive for
your visitors to download or sign up for it.
•
Keep your visitors focused on filling out your form by
removing all navigation links from the landing page.
•
Include social sharing links to encourage your visitors to
spread the word about your offer.
•
Design your forms to capture the information that you
need to in order to follow up with and qualify the lead.
•
Structure the forms with the user in mind so they’re not
too long or invasive.
•
After they have filled out your form, follow up with your
new leads by directing them to a “thank-you” page or
sending them an auto-response email. Keep them engaged
by suggesting other offers they might be interested in or
next steps they can take.
•
Track your conversion rates closely, and keep testing to
find areas for improvement. Use your metrics and test
results to optimize your landing pages so they continue to
generate an increasing number of leads.
@Tuxmiller
42
42. CHAPTER 8:
Assess with Analytics
Do I need...
Google Analytics? Of course.
SEOMoz, Raventools or SalesForce? Probably.
Omniture? Quite possible.
HubSpot? Yes, if you’re a Conversion Marketer.
@Tuxmiller
43
43. Building a Better Website
Measure the Important
Resist the temptation to measure
everything. Just because you can,
doesn’t mean you should.
Instead measure what is important.
Determine this from your Goals &
Objective.
Involve both Sales & Marketing.
Google rules the internet. Understand Google and subscribe
to their suite of tools.
Because Google rules, access to Google Analytics is
mandatory. Give access to those important to the process,
including key consultants and marketing partners.
Don’t allow IT to be a bottleneck for progress. If you ARE IT,
don’t make yourself the bottleneck.
Establish conversion metrics.
Monitor daily (or real-time). Establish weekly and monthly
reporting.
Do consider the following when implementing Analytics:
Establish ROI metrics.
@Tuxmiller
44
44. CHAPTER 9:
Firing up the machine!
Design a conversion blueprint. Build a Conversion Machine.
Attract. Nurture. Convert. Repeat.
Just remember, a Conversion Machine is not just a website.
A traditional website is static. A Conversion Machine website
is an engine that needs to be maintained and fueled for
powerful growth.
Your website launch isn’t the end. It’s the beginning.
@Tuxmiller
45
45. Building a Better Website
You have to learn
the rules of the
game. And then you
have to play better
than anyone else.”
‐ Albert Einstein
Digital IQ matters, especially now that the online marketing
rules have changed.
Those who stake their claim on important digital real estate
today will be ahead of the game. Tomorrow, the laggards,
meanwhile, will be playing catch up.
The online competitive environment is not going to
become easier so now is the time for change.
On the contrary, increased competition for digital real
estate will surely increase the cost, effectiveness and ROI
metrics. And not for the better.
@Tuxmiller
46
46. Action Points
Take an Inbound Marketing Assessment
•
•
•
Learn more about Conversion Machines.
Get pricing on website builds.
Request a strategic business conversation.
(314) 442. 4444.
@Tuxmiller
47