Increase conversion by Andy Crestodina

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Presentation Title Subtitle Month, #,Year How to turn client websites into conversion engines Get more value from every visitor forever

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How to IncreaseConversion Rates Google Thank You Page

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Type of ConversionContact Content Brand Lead 🙋 Customer 🙋 Donor 🙋 Event Registrant 🙋 💡 Subscriber 💡 Downloader (guide, ebook, whitepaper) 💡 Webinar Registrant 💡 Follower / Fan 💡 ⭐ Member ⭐ Reviewer ⭐ Job Applicant ⭐

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How to IncreaseConversion Rates LEAD

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How to IncreaseConversion Rates CUSTOMER

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How to IncreaseConversion Rates DONOR

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Traffic x ConversionRate = $

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image source: MarcoVerch, Flickr

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Why don’t visitorsconvert?

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How to IncreaseConversion Rates source: NN Group Causes of User Failure

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How to IncreaseConversion Rates QUESTION ANSWER EVIDENCE CALL TO ACTION

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Why do peopleconvert?

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

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“I need somemarketing 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

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QUESTION ANSWER EVIDENCE CALL TO ACTION

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ANSWERS UNCERTAINTY

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20 Questions Let’s play

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Questions to askyour clients/customers…

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Take me backto that moment when you first realized you needed help.

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What else didyou try? What didn’t you love about it?

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What almost keptyou from buying from us?

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What made youconfident enough to give us a try?

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What made this thebest option for you?

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When evaluating options, whatwas most important to you?

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

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Can you giveme an example of when this made a difference for you?

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If you couldn’twork with us ever again, what would you miss the most?

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

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Questions to ask yourtop salesperson…

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What questions areyou just sick and tired of answering?

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What should peopleask you, but they usually don’t?

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What is theA-ha moment prospects have during sales calls?

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What analogies doyou use to explain what we do?

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What is thebiggest number you can get up to?

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Fill in thisblank: people can work with us even if they ______.

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Useful Words andPhrases

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Because “We offer on-siteinstalls because not everyone wants their data in the cloud…”

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Should “You should haveaccess to your data, anytime from anywhere.”

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Already …still “You’ve alreadyupgraded your network, but your still having performance issues.”

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

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Even if “You stillhave 100% access from anywhere even if your services are on-site.”

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

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

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

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How to IncreaseConversion Rates 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

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How to IncreaseConversion Rates 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

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How to IncreaseConversion Rates 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

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How to IncreaseConversion Rates 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

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

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

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How to IncreaseConversion Rates What questions should people ask you, but they don’t? Prospects never ask about our testing and documentation The fact is, 80% of software installations are never fully tested or documented Marketing Sales

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source: B2B ServicePage Checklist The Anatomy of the “Perfect” B2B Service Page

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1. Short descriptiveheadline 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

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They ask. Youanswer. Marcus Sheridan The Sales Lion

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The Backyard BBQTest “So, what do you do for a living?”

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This headline doesn’tclearly describe the service

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This headline says exactlywhat they do

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How to IncreaseConversion Rates Most homepage visitors don’t scroll Composite scroll heat maps for 10 lead gen website homepages (desktop only). On average 73% of homepage visitors do not see any below-the-fold content.

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Descriptive Navigation Labels

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How to IncreaseConversion Rates

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First things first…

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Sales pages have twokinds of content

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How to IncreaseConversion Rates ANSWERS What they came to find Clear Meet visitors’ expectations Answer questions Address objections Examples: • “Can they help?” • “How do they do it? • “Who are they?” EVIDENCE What we want them to find Compelling Reasons to believe Support our answers Purpose / Passion Examples: • How well we do it • Who we’ve done it for • Why we do it this way

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EVIDENCE UNCERTAINTY

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There are twokinds of evidence

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Sales pages have twokinds of content

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How to IncreaseConversion Rates BIG EVIDENCE Quantitative numbers Appeals to the mind with reason Examples: • % Increases, ROI • Dollars / hours saved • Years in business • Number of happy clients • Best seller SMALL EVIDENCE Qualitative Stories Appeals to the heart with emotion Examples: • Testimonials • Case Studies • Reviews

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How to IncreaseConversion Rates Big Evidence: Data and Statistics

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How to IncreaseConversion Rates Logo Headline Face, name, title, company Target keyphrase Elements of a great testimonial

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source: B2B ServicePage Checklist The Anatomy of the “Perfect” B2B Service Page

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Put your bestevidence …on a rarely visited page?

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How to IncreaseConversion Rates Message, messengers and formats

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Who’s the bestmessenger for this message? What is the best format?

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

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Calls to Actions

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Specificity drives conversions

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source: Michael Aagard

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source: Michael Aagard

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How to IncreaseConversion Rates BENEFITS COSTS

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How to IncreaseConversion Rates RETURN INVESTMENT

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How to GrowYour List Start with your mission

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Our content iswhere… [audience x] gets [information y] that offers [benefit z].

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Our content [audience x] [informationy] [benefit z] 1. Our blog, articles and resources 2. Our newsletters 3. Our social media posts 4. Our videos, events, podcasts …and every other format we use

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Our content [audience x] [informationy] [benefit z] 1. Potential customers 2. Anyone we can help through our expert advice

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Our content [audience x] [informationy] [benefit z] 1. Tips, advice, insights, strategies and checklists 2. Stories 3. Ideas and inspiration 4. Research and reports 5. News and trends

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Our content [audience x] [informationy] [benefit z] Why they should click, visit, read, watch, listen, share …and pay attention to your content

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Where digital marketersfind practical advice on content, analytics and web design to get better results from their websites.

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How to IncreaseConversion Rates Source: Content Marketing Institute

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Marketers who documenttheir mission statement are 3x more likely to succeed.

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Source: Content MarketingInstitute “Do you have an editorial mission statement?”

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Turn your mission intoyour email CTA

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The 3 P’sof email signup forms

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1. Prominence 2. Promise 3.Proof source: Email Signup Forms, Orbit Media The 3 P’s of Signup Boxes

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Find and Fillthe Gaps

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What’s missing fromyour website? ...unsatisfying

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What’s missing fromyour website? ...unsatisfying ...weak

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What’s missing fromyour website? ...unsatisfying ...weak ...not compelling

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Out of contextanswers FAQ Page

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Out of contextevidence Testimonials Page

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Before and After

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The ROI ofCRO

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THANK YOU!

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The (data-driven) caseagainst sliders. And the (data-driven) case for stacking.

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What drives LocalSEO? Many, consistent instances of the company NAP (name, address, phone number)

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How to IncreaseConversion Rates Source: David Mihm, Whitespark

Increase conversion by Andy Crestodina

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