Michelle Castillo is a digital marketing expert and CEO of SpotOnDigitalMarketing. She presented ways to maximize visitor engagement and conversion on WordPress websites. Key recommendations included optimizing headlines, home pages, and setting up sales funnels using lead magnets and opt-in forms. She also suggested adding the Facebook pixel, live chat, improving site speed, and using analytics to measure conversion.

1. Connect With Me:
Email: Michelle@CastilloMediaGroup.com
LinkedIn
Twitter
Facebook ( Feel Free to Like us  )
Websites:
WPInsider.org
SpotOnDigitalMarketing.com
A presentation given to the WordPress Insider meetup on
October 26, 2016

2. Ways to Maximize
Visitor Engagement
and Conversion On
Your WordPress
Website

3. Brief Introduction
Online Marketing Expert: Website
Development, SEO, Local Search
Marketing, Paid advertising
M.Sc. In Mechanical Engineering
25+ years in IT/Software

4. Brief Introduction
 President & CEO - SpotOnDigitalMarketing
 Started almost 6 years ago
 Built more then a 100 business websites

5. Our Services
 Website development
 Search Engine Optimization
 Google AdWords
 Done-for-you sales funnels
 WordPress Hosting, Maintenance and
support

6. Conversion – What is it?
The percentage of website visitors who
take a desired action.

7. Simple Formula
Traffic x Conversion = Number of leads
For example
100 visitors/month x 2% = 2 leads / month

8. Why invest in improving the conversion
rate?
Improve the conversion is the most effective way to
increase the bottom line.
Example:
A website conversion rate is 5% and it has 1000 visitors a
month. To double you income you will either need to
double the traffic or increase the conversion by 5%.
Which one is easier ?

9. Pay attention to Headlines
On average, 8 out of 10 people will read headline copy, but
only 2 out of 10 will read the rest. ( Copyblogger )
Some examples of attractive headlines:
 Daylight Saving Time: The most important day(s) of the year?
 New theory may solve mystery behind Bermuda Triangle
 Your Nutrition – 12 Perfect muscle foods

10. Headlines

11. Headlines - resources
 10 Sure-Fire Headline Formulas That Work
(Copyblogger)
 10 Fill-In-The-Blank Headlines That Convert
(Crazyegg)
 How to Write Great Headlines podcast be Eben Pagan

12. Headlines - testing
 Thrive Headline
Optimizer – A WordPress
plugin by Thrive Themes
 Nelio AB Testing Plugin (
There is a free trial after
which it is $29/month )

13. Home Page
You have max 3 seconds to grab attention and
answer the following questions:
 What is it
 What is it talking about
 What do I get

14. Home Page – Communicate
Value
Message must be centered primarily on the interests
of your potential customer.
Headline - This is the attention grabber. What’s your
offer? Short, sweet, concise, and relevant.
Sub-headline - Get more into the nitty gritty of what
you’re offering, for whom, and why it’s beneficial.
Visual – Show the team, your product or an intro video

15. Homepage -About sliders
There is a lot of data that shows sliders having a negative impact on
conversion rates:
 Jakob Nielsen found thatAuto-Forwarding Carousels and
Accordions Annoy Users and Reduce Visibility
 Erik Runyon tested a slider on ND.edu and saw abysmally low
click-through-rates.
 This post by SearchEngineLand says Homepage Sliders: Bad For
SEO, Bad For Usability
 Chris Goward from WiderFunnel calls rotating sliders "the
scourge of homepage design”

16. Home Page –
implementation tips
 Most themes come with a slider – use one slide …
 Use a tools such as Thrive Leads that offers a
popup the covers the entire home page and add
whatever you want
 Change theme ( Divi, ThriveThemes, Genesis )

17. Home Page - resources
 9 Steps to Write Your Ultimate Home Page Headline
(KissMetrics)
 16 of the Best Website Homepage Design Examples
(HubSpot)
 Writing Home Page Headlines For The Modern World (3
Formulas That Work) (ConversionXL )

18. Setup Sales Funnels
 Sometimes what kills your conversions is that you’re
asking for the sale (signup, whatever) too fast.
 Offer value and results in advance, way before
asking for the sale. Just capture their email address, so
you could continue talking to them.
 Add an offer on the thank you page

19. About Lead Magnets
 A lead magnet doesn’t have to be long or complicated

20. Lead Magnet Examples

21. Lead Magnet Types
 Report/Guide
 Toolkit/Resource List
 Software Download/Trial
 Quiz/Survey
 Cheat Sheet/Handout
 Video Training
 Discount/Free Shipping
 Assessment/Test

22. Optin Plugins
 Mailchimp top bar - Free
 Optinmonster ( Paid subscription required
$9~$29/month )
 Bloom by Elegant Themes - $69/year ( Includes all the
Elegant Themes suite )
 Thrive Leads $67/year

23. Add Facebook Pixel
 Add the Facebook pixel to your website , even if you are not
using Facebook advertising yet.
 One it is installed you can define Custom Audiences
representing any group of customers or prospective
customers that express interest in your product on your
website.
 Later, you can reach these people with targeted Facebook
Ads. For example, you could run a campaign to reach out to
those who visited your site and viewed a page about yellow
shoes but have not made a purchase.

24. Add Facebook Pixel
 Some themes have this as an option
 Insert headers and footers – Free plugin
 Pixel your site – Premium plugin More sophisticated

25. Add Live Chat
 https://www.zopim.com/
 Tawk.to - FREE
 Intercom.com
And the list goes on and on

26. Make your website load
faster
 While 1-second load time would be nice, if you manage to get a load time under 3
seconds, you’re doing fine. If it’s under 7 seconds, it’s okay too (but you have to try to
improve it). Over 10 seconds and you’re losing money in noticeable quantities.
( http://conversionxl.com/11-low-hanging-fruits-for-increasing-website-speed-and-
conversions/ )
How to improve
 Optimize images
 Install Cache plugin
 Avoid using badly code plugins
How to measure :
 https://tools.pingdom.com
 https://developers.google.com

27. Measuring Conversion
 Google Analytics
 For phone calls – few options available CallRail is one
of them

28. Are you serious about growing you business?
Apply for a complimentary strategy session here>>

29. Connect With Me:
Email: Michelle@CastilloMediaGroup.com
LinkedIn
Twitter: @MichelleCasti
Facebook/WordPressInsider
Websites
WPInsider.org
SpotOnDigitalMarketing.com