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Conversion Optimization and Lead Magnets
The document discusses conversion optimization, focusing on enhancing website visitor experiences to increase customer conversions. It highlights key aspects such as analyzing user needs, optimizing sales funnels, and common advertising pitfalls, especially in Facebook ads where buyer intent is lacking. The importance of lead magnets, email marketing, testing strategies, and measuring performance is emphasized to ensure effective user engagement and drive conversions.
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Conversion Optimization and Lead Magnets
- 1. Conversion Optimization Brant Bell @codeimprov codeimprov.com
- 2. What is Conversion Optimization? Boring Definition: “The method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers.”
- 3. What it really means… Analyze Measure Content, User Needs, Usability, Media Business Goals, KPIs, Benchmarking, Analytics, Surveys Optimize Test Develop Plan, Prioritize, Dashboard, Process Landing Pages, Segmentation, Remarketing, CTA, Navigation
- 4. What is Your End Goal? • What is your end goal? – Sales – Clients – Referrals – Traffic – Clicks – Comments – All of the above?
- 5. Why a proper sales funnel is key…
- 6. Common Conversion Issues • Can get traffic, but not sales (lack of products, no strategy, not offering opt-‐ins) • Can get sales, but very little traffic (no social media presence, word of mouth referrals, no reach) • Crickets – no sales, no traffic (lack of direction, no targeted niche or audience, confusing messaging)
- 7. The Truth Hurts (Step 1: Analyze) • Website Audit • Who, what, when, why and how? • K.I.S.S. method • Home page squint test • Is your messaging on target with your goals? • Check the analytics – are your key pages performing or underperforming and why? • Make ch-‐ch-‐changes!
- 8. FACEBOOK ADVERTISING: 7TIPS TO FIX COMMON MISTAKES WITH FACEBOOK ADS Nishant Bhardwaj 8
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- 12. %' ( From Last Corporate day to a month of 5k The 5 steps I took to make it happen. THE FREELANCE TO FREEDOM PROJECT 1 Presented by 5THAT YOU PROBABLY AREN’T USING TECHNIQUES FOR LEAD MANAGEMENT SUCCESS 1 TOP 10 REVENUE SECRETS FROM 7 FIGURE BUSINESSES www.digitaltriggers.io Overview Nishant has personally spent over $100k in Facebook ads. Testing that many campaigns has taught him a few cornerstones of good facebooks ads and tactics that work again and again. He focuses on some of the top mistakes he sees being made with Facebook Ads. Lack of Buyer Intent The biggest mistake anybody makes, is not knowing the distinction between Fb Ads and Google Ads. With Facebook Advertising, there’s no buyer intent. We have to make sure to capture their attention and hopefully drive them towards sale. Our goal is not to sell on Facebook. Most people make that mistake. They try to sell on Facebook which is not the way to do it. Your goal should be just get the person on your website or on your page. Few marketers spent over hundred thousand dollars in just Facebook Ads. After doing all these different trackings and testings, we know for a fact that images and headlines are most important. Invest In a Good Image Images are the most important aspects of marketing on Facebook. The image might be too generic or not congruent with the actual message. People are seeing the same generic stuff over and over. They see plenty of uninteresting stuff and they aren’t going to click. You have to have something that captures their attention and is still congruent. My advice would be invest in a good image, even if it means hiring somebody to do the ad image or buying the images. WITH FACEBOOK ADVERTISING, THERE’S NO BUYER INTENT. WE HAVE TO MAKE SURE TO CAPTURE THEIR ATTENTION AND HOPEFULLY DRIVE THEM TOWARDS SALE. Shortstack Jon Loomer SHORTSTACK Lead Magnet Examples
- 13. Lead Magnets Can Include: • E-‐book/whitepaper • Cheatsheet • Swipe files • Video training/webinar • Free trials/demos/coupons • Example chapters/Slideshare material • Provide some sort of incentivized VALUE
- 14. Lead Magnets are Your BFF • Make something of value give it away for free* • Free = email address
- 15. Where Do You Put Lead Magnets? • EVERYWHERE – Top of every page (Hello Bar) – Home page (Lead Pages) – Sidebar (OptinMonster) Bonus areas: -‐ Exit intent placement -‐ Within each post (at the bottom) -‐ Within each post (scroll 50% down)
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- 17. Testing 1, 2, 3, 4, 5, 6 • Test everything and then test it all again • Create split tests (A/B test) • Test lead magnets, headlines, landing pages, Facebook ads, copywriting • If something isn’t working don’t force it – change it up instead. Change colors, imagery, etc and retest • Remember, testing is not there to prove an idea works, but to assess whether it works
- 18. Stir in Social Media • Showcase your expertise and provide value (DON’T try to sell directly to your fans) • RIP Like gating • Build anticipation: give testimonials or video explanations of why what you’re doing is important or beneficial • Reminder: People don’t browse their newsfeed hoping to see content from your business
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- 20. Sales Funnels 101 -‐ Optimize • Combine your opt-‐ins with your social media messaging to drive traffic to a landing page (not checkout page) • Demonstrate the benefits • Let the user know exactly what they get and how they get it (hint: make it as easy as possible) • It depends where you’re at in the funnel…
- 21. Sales Funnel Process • Attract à Awareness à Interest • Engage à Consideration à Value • Capture à Preference à Product Fit • Nurture à Action à Decision • Convert à Loyalty à Cost Justification • Measure
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- 23. Sales Funnels 102 • The freebie hook (email for you, no risk for users) • The small ask (the introductory discount allows you to make some money, low risk for users) • The established marketer (bigger ticket items like training courses monthly memberships with higher pricing, medium risk for users) • The guru (greatest perceived value for big ticket items with high risk for users)
- 24. Funnels Develop Leaks • Follow the natural order – it doesn’t matter if your product is the best thing ever if you sell it for $497 to people you don’t know • Establish TRUST by providing value (remember the freebies and opt-‐ins) • Offer guarantees, BBB and/or VeriSign logos • Get them on that email list which should now be growing at a steady pace…
- 25. Email Service Providers • Get one: -‐ Mailchimp, Aweber, GetResponse, Constant Contact, MadMimi You’ll need it to carry out your conversion goals!
- 26. Email Marketing is King • No, really…a large email list is like gold for online marketers/businesses • Email are prized possessions, 10x better than a page like on a Facebook fan page • Why? • Direct connections, don’t have to pay to reach them, audience is already engaged, email isn’t going to fold or be bought out 22
- 27. Autoresponders • Still give the user what they expect, but here’s your opportunity to really stick out. • Make them unique. Give an additional bonus or guarantee. Something they aren’t expecting and will keep the email in their inbox and not unsubscribe. • No more than 2-‐3 emails a week: latest tips, success stories and value, value, value!
- 28. 24 Example Autoresponder Timeframe Calendar
- 29. Drip Email Campaigns • So you have a user’s email address? Now what? • Drip content and alternate your messaging. Segment your list based on those that have made purchases and those that haven’t. • Customers might have to see a message 7+ times before making an eventual purchase. • Don’t be sleazy and don’t give up! • Split test and make changes here also.
- 30. Make Users Feel Appreciated • Share tips, facts, infographics, videos • Use the same brand voice for all your material • What’s the value of one sale compared to that of a lifetime customer? • Always add to the conversation and help out when possible: Facebook groups, LinkedIn groups, Google+ communities
- 31. 27 Facebook Group LinkedIn Group Google+ Communities
- 32. X-‐Factors • Social media activity – Facebook ads and retargeting (Jon Loomer) – Blog posts and expanding your network (JustRetweet, Triberr) Website – Choosing the right look/template (Themeforest) – Timely and relevant posts directed to the right audience (Buzzsumo)
- 33. Measurements, Pt. 1 • Measure every step of the process; how many steps does it take to get users where you want? • Business goals – you can’t manage what you can’t measure (lead generation, downloads) • KPI’s – don’t put an emphasis on FB likes! • Distribute surveys • Web analytics – goals, content pages, referrals, search terms, bounce rate, duration, etc.
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- 39. Measurements, Pt. 2 • Breakdown your funnel analysis; fix leaks • Align keywords, landing pages, calls-‐to-‐action • Mining search data; what are users looking for? • Integrate user testing and analytics (eye tracking, heat maps) • Check email open rates and clickthroughs • How can the user experience improve?
- 40. Make Your Website Engaging • What is you site used for and can users achieve your intended goal? • Study pages with low bounce rates and examine what makes the page so effective. • Lack of time, resources? Get creative with automation (Hootsuite, Buffer) • Take your time and do things the right way. Build trust, provide value, repeat!
- 41. Questions? Visit codeimprov.com for more social media tips, Wordpress tricks and graphic/web design tutorials.