This is 20 years of experience planning 1000+ websites in a one-hour webinar. In this session, we’ll break down the big factors in conversion optimization. You’ll learn how to: Use Analytics to look for leaks in the bucket Use content to compel more visitors to Use the latest lead gen tools to engage with visitors Use questions to discover psychological triggers

1. #wineandweb
How to turn more of your
website visitors into leads
Wine & Web no. 106

2. Type of Conversion Revenue Content
Lead
Customer
Donor
Event Registrant @
Subscriber @
Downloader (guide, ebook, whitepaper) @
Webinar Registrant @
Follower / Fan @
Member @
Reviewer @
Job Applicant @

3. #wineandweb
LEAD

4. #wineandweb
CUSTOMER

5. #wineandweb
DONOR

6. #wineandweb
Traffic x Conversion Rate = $

9. image source: Marco Verch, Flickr

10. #wineandweb
Why don’t visitors convert?

12. #wineandweb
WEBSITE USABILITY STUDY, 2004 vs 2016
source: NN Group

13. #wineandweb
WEBSITE SUCCESS RATES, 2004 vs 2016
source: NN Group

18. #wineandweb
source: NN Group
Causes of User Failure

19. #wineandweb
Which of these online frustrations
have you experienced in the last month?
source: Drift, 2020

20. #wineandweb
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

21. #wineandweb
Getting to know your audience

22. Recently hacked
Narrowing the options
Is this cloud-based? Does it integrate with X?
What are the service level agreements?
Show uptime statistics
Show disaster recovery plan
Schedule a demo.
Triggers
Decision Stage
Q’s and
Objections
How we can help?
Dave, Systems Engineer
Buys security technology for financial firm.
IT background. Worried about security.

23. photo credit: Hans Eijkelboom

24. “I need some marketing technology...”
Can I put this behind my firewall?
“In the cloud or on-prem options available”
Logos of financial firms that use it
Chat with a data-security expert >>
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

25. “I need some marketing technology...”
Can I put this behind my firewall?
“In the cloud or on-prem options available”
Logos of financial firms that use it
Chat with a data-security expert >>
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

26. “I need some marketing technology...”
Can I put this behind my firewall?
“In the cloud or on-prem options available”
Logos of financial firms that use it
Chat with a data-security expert >>
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

27. “I need some marketing technology...”
Can I put this behind my firewall?
“In the cloud or on-prem options available”
Logos of financial firms that use it
Chat with a data-security expert >>
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

28. #wineandweb
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

29. #wineandweb
ANSWERS UNCERTAINTY

30. #wineandweb
20 Questions
Let’s play

31. #wineandweb
Questions to ask your
clients/customers…

32. What was going on in your life that
sent you searching for [solution]?

33. Take me back to that moment when
you first realized you needed help”

34. What else did you try?
What didn’t you love about it?

35. What almost kept you from buying from us?

36. What made you confident enough
to give us a try?

37. What made this the best option for you?

38. When evaluating options,
what was most important to you?

39. What can you do now (or do better)
that you couldn’t do before?

40. Can you give me an example of when [solution]
made a difference for you?

41. Starting out, what was the biggest challenge
you were hoping to solve?

42. If you couldn’t work with [company] ever again,
what would you miss the most?

43. What is the biggest number
you can get up to?

45. What’s the #1 thing you would mention to a friend if
you wanted to convince them to hire [company]?

46. #wineandweb
Questions to ask
your top salesperson…

47. What questions do people ask you
during the sales process?

48. What questions are you just
sick and tired of answering?

49. What should people ask you,
but they usually don’t?

50. What analogies do you use
to explain what we do?

51. Fill in this blank: people can
work with us even if they ______

52. What is the a-ha moment
prospects have during sales calls?

53. #wineandweb
Useful Words and Phrases

54. Because
“We offer on-site installs because not
everyone wants their data in the cloud…”

55. Should
“You should have access to your data,
anytime from anywhere”

56. Already… still
“You’ve already upgraded your network,
but you’re still having performance issues.”

57. The fact is / The fact is
“The truth is that cloud-based applications
still crash, no matter what they promise.”

58. Even if
“You still have 100% access from anywhere
even if your servers are on-site.

59. #wineandweb
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

60. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

61. Give me an example of
when this helped you?
You guys really
saved my bacon that
one time… “You guys really saved
my bacon…”
Marketing Client

62. What was the biggest
challenge you were
hoping to solve?
I wanted better
insights, not just
dashboards
You already have
dashboards, but you’re
still not getting insights.
Marketing Client

63. What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client

64. What analogies do you use
to explain what we do?
On-site installation
is like owning your
own home
It’s like your house.
You should own your
own home.
Marketing Sales

65. What is the biggest
number you can get up to?
We have 14,000
total end users
Trusted by 14,000
professionals
Marketing Sales

66. What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales

67. source: B2B Service Page Checklist

68. #wineandweb
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action

72. They ask. You answer.
Marcus Sheridan
The Sales Lion

73. Sales pages have
two kinds of content

75. #wineandweb
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

76. EVIDENCE UNCERTAINTY

77. #wineandweb
There are two kinds of evidence

79. pathos logos ethos

80. emotion reason ethics

81. heart head gut

82. @crestodina

83. Big Evidence: Data and Statistics

84. Little Evidence: Testimonials and Stories

85. 7 Things to Add To Your Testimonials

86. The World’s Greatest Testimonial
“I was worried that a cloud-based tool might get hacked…”
David Martin, Systems Engineer, Flingers
“We’ve been hit by ransomware twice. Total nightmare.
But you guys have your security dialed in. Well done.
We’ve been rock solid since the day we launched.”

87. source: B2B Service Page Checklist

88. Beware the testimonials page

89. #wineandweb
Message, messengers and formats

90. #wineandweb
Message, messengers and formats

91. #wineandweb
Message, messengers and formats

92. #wineandweb
Message, messengers and formats

93. #wineandweb
Message, messengers and formats

94. Movement is more powerful than images.
Images are more powerful than text.

95. #wineandweb

96. #wineandweb
3 More Ways to Guide the Eyes
Visual cues, Color Temperature and Flow

98. Eye Tracking Studies Show...

99. ...you look where they look!

109. #wineandweb
Calls to Actions

110. #wineandweb
QUESTION
ANSWER
EVIDENCE
CALL TO ACTION

112. The First Rule of CTAs
Have a f#cking CTA!
Oli Gardner
Co-founder, Unbounce

113. #wineandweb
Calls to Actions and Specificity

114. source: Michael Aagard

115. source: Michael Aagard

116. Specific CTAs

117. BENEFITS COSTS

118. RETURN INVESTMENT

122. #wineandweb

127. #wineandweb
The Future of Lead Gen

137. #wineandweb
Find and Fill the Gaps

138. What’s missing from your website?
...unsatisfying

139. What’s missing from your website?
...unsatisfying
...weak

140. What’s missing from your website?
...unsatisfying
...weak
...not compelling

141. Out of context answers
FAQ Page

142. Out of context evidence
Testimonials Page

143. #wineandweb
The ROI of CRO

146. #wineandweb
Leads ...everyday!

147. #wineandweb
The Bottom Line

149. @crestodina
Andy Crestodina
THANK YOU!