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Maximizing Website Conversion by Advisor Websites & Agendize
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- 2. #AdvisorWebsitesLive What is aconversion? “The completion of an activity that is important to the success of your business” - Google Analytics
- 3. Conversion Rate Optimization(CRO) Focus on getting more FROM your traffic than getting more traffic #AdvisorWebsitesLive
- 4. First impressions areEVERYTHING #AdvisorWebsitesLive
- 5. Top 10 CROStrategies 1. Great content 2. Intuitive navigation 3. Quality images 4. Proof of credibility 5. Personalization 6. Good CTAs 7. User-friendly forms 8. Obvious phone information 9. Continuous testing 10. Mobile-friendly design #AdvisorWebsitesLive
- 6. ● Convince leadsyou are the best choice ● Be educational in nature ● Provide value ● Make it scannable ● Less is more ● Easy language #AdvisorWebsitesLive 1. Great Content
- 7. 2. Intuitive navigation ●Info searching must be QUICK ● Use standard navigation labels ● Limit main navigation tabs ● Use drop-down menus with care ● Consistency #AdvisorWebsitesLive
- 8. #AdvisorWebsitesLive 3. Quality Images ●Professional photography ● Consistent styling ● Display images consistently ● Use white space accordingly
- 9. 4. Proof ofCredibility ● Customer testimonials ● Use facts, not fluff ● Provide credentials #AdvisorWebsitesLive
- 10. 5. Personalization ● Personaltouch = comfort ● Liven up bios ● Add video ● Use an informal writing style #AdvisorWebsitesLive
- 11. 6. Good CTAs ●Smart placement ● Consistent placement ● Give offer substance ● Make CTA clear ● Change offer if it isn’t performing #AdvisorWebsitesLive
- 12. 7. User FriendlyForms ● Limit form fields ● Provide cues: use a drop-down menu ● Make form mobile-friendly #AdvisorWebsitesLive
- 13. 8. Obvious PhoneInformation ● Consistent and prominent placement ● Make phone icon clickable ● Track phone inquiries #AdvisorWebsitesLive
- 14. 9. Continuous Testing ●Phone and form tracking ● Test one thing at a time ● Little things can make a big difference ● Always test functionality #AdvisorWebsitesLive
- 15. 10. Mobile-friendly Design ●23% of leads come from mobile ● Responsive design ● Sticky navigation and vertical scrolling ● Maximize page-loading speed #AdvisorWebsitesLive
- 16. Convert website visitsinto Appointments of appointments are made outside business hours of time spent managing appointments Save 75% Reduce no shows by 80% 40% ➔ Turn website visitors into clients by allowing them to schedule directly on your webpage. ➔ Allow clients to book appointments after hours meaning online scheduling converts web traffic 24/7 ➔ Generate leads while you’re asleep ➔ Track all your appointments and conversions with our in-depth online reporting #AdvisorWebsitesLive
- 17. The Perks Streamline the appointmentbooking process Synchronize with personal calendars such as Google Cal, Outlook, iCal, etc Generate customer satisfaction reviews Integrate with AdvisorWebsites, Facebook pages and more #AdvisorWebsitesLive
- 18. Integrate in allyour favorite applications #AdvisorWebsitesLive
- 19. “I researched aton of different appointment booking softwares that synced with Salesforce and Agendize was the best by far. Easy to use, most cost-effective option (some companies are quite expensive) and with great features, Agendize had everything we needed.” Andja Milos, Administrative Assistant They trust us #AdvisorWebsitesLive
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- 21. Ebook: Getting YourWebsite to Perform in 3 Easy Steps https://www.advisorwebsites.com/getting-your-website-perform-3-easy-steps White Paper: Why Banks Need to Wrangle Digital Engagement https://www.agendize.com/agendize-banking-white-paper/ Free Resources Ebook: The Financial Advisor’s Crash Course in Generating Leads Online https://www.advisorwebsites.com/online-lead-generation-financial-advisors White Paper: Omniconversion https://www.agendize.com/omniconversion-white-paper/ #AdvisorWebsitesLive
- 22. 888-946-3188 marketing@advisorwebsites.com https://www.advisorwebsites.com/demo 1-888-551-0802 mcormier@agendize.com Book a Demowith Advisor Websites today! Try a FREE Agendize 14- day trial: #AdvisorWebsitesLive
Editor's Notes
- #2 Hello everyone! It is currently April 11, 2018 10:00am PST, so let’s get started with today’s webinar! Welcome everyone to our webinar today where we’ll be discussing ways to maximize your website conversions! Before we begin, I just want to make sure that my audio is working properly, so please send a message in the chatbox if you can hear me okay. Great, thank you. Also, just to check that you can see my slides transitions, let me know if you can see it on your end. Great, thank you. We are live from the Advisor Websites HQ in beautiful Vancouver, British Columbia, as well as the Agendize head office in Montreal, Quebec. We’ve got a great turnout for today and so we’re really excited to talk about lead generation and strategies for financial advisors to maximize their website conversions. Hope you guys are all excited for this insightful webinar!
- #3 Let’s start with defining what a conversion is. Google Analytics defines it as the completion of an activity that is important to the success of your business. This could be anything from getting your visitor to buy our product, sign up for your newsletter, register for a webinar, download a whitepaper or fill out a lead form. Therefore, a conversion for one website may not be considered a conversion for another since they’re unique to each website.
- #4 Let’s look at this example. Say a website gets 10000 visitors each month, and of that 10000, 100 become leads and 10 of those become actual customers. Now what if you want double this and get 20 actual customers per month instead? You could double your monthly website visitor traffic to 20000, but finding that extra 10000 visitors would be EXTREMELY hard. What if you left the number of visitors the same at 10000, but you had a higher conversion rate? Optimizing your website to get more out of your existing traffic and turning more of these visitors into customers is what we call ‘conversion rate optimization’. Therefore, it’s much easier to get more leads out of existing traffic, so instead of focusing on getting more traffic, focus on getting more FROM your traffic.
- #5 To maximize your CRO, you have to make sure your first impression is the best it can be. Think about the times you visited a website and it left you with a bad first impression. It could have been many things like slow loading pages, bad design, poor layout and navigation, useless information, lack of contact information; whatever it may have been, it would have lead you to go somewhere else instead. As you might have guessed, if your visitor has a bad first impression, it is very likely they won’t convert. According to StraightNorth, 84% of website conversions happen on the first visit. As you can see, the first visit a visitor makes is beyond important for your success.
- #6 That is why we’ve come up with 10 strategies to avoid having a bad first impression, which we’ll go through one-by-one. These are great content, intuitive navigation, quality images, proof of credibility, personalization, good CTAs, user-friendly forms, obvious phone information, continuous testing and mobile-friendly design.
- #7 Your content is one of the most important components of your website. Your content should convince leads you are their best choice, be educational in nature, and should provide value. You can do this in many ways, such as blogging, ebooks, white papers, webinars, personalized emails, videos, graphics, and infographics. When producing content, make it scannable, so use headlines, subheads, bolds, bullets to make it easier for visitors to skim since most people don’t actually read everything. Also, you want to focus on one big idea rather than giving them every single piece of information available. Lastly, use easy language and don’t use super confusing technical terms.
- #8 Your website navigation must be easy because people want to find information quickly and if they can’t, they’ll get frustrated and go to a competitor instead. When designing your navigation, use standard navigation labels - so that means using obvious labels like “contact us” if you want them to (you guessed it) contact you. Limit your main navigation tabs - generally to no more than 5 or 6 options. Drop-down menus are good but make sure your options are clear, fit the category and that there aren’t too many to choose from. Lastly, keep your navigation consistent across the entire site so that users aren’t confused.
- #9 Images are very important because if you use boring, poor-quality images, it can leave an impression that you lack imagination, expertise and distinctiveness. Firstly, invest in professional photography since it’ll make you look that much more legitimate. Keep your style consistent too, so the same color schemes and visual style to keep a clear and memorable brand impression. Next, you want to display your images consistently across pages to make them predictable and comfortable for the user. Lastly, don’t forget that white space is your best friend! It’s the blank areas between text or images. If you don’t have enough white space, your pages can easily look too crammed. Ling’s Cars..
- #10 You want to ensure visitors think you’re a legitimate source. Skepticism is a conversion killer, so you have to give visitors confidence to reach out to you. Since every financial advisor says they’re an expert, you have to prove it with your credibility. To help with this, use customer testimonials since customer reviews are worth way more than what someone says about themself. Next, make sure you use facts, not fluff.. But don’t just use any facts though, use the right facts as in the things that matter to your target audience. Lastly, you should always have your credentials listed on your website somewhere, so things like your education, degrees, awards, etc.
- #11 When you add a personal touch to your website, you allow the user to feel comfortable enough to reach out to you. Without it, you might seem like a cold, faceless, unknown entity. For your bios, liven them up a bit! Add a headshot and don’t be afraid to add personal details like your hobbies and interests. Make sure to add video to your website too since they’re great for creating a conversational, personal vibe to your website. Lastly, try to use a less formal writing style. Nowadays, content written in the style of a personal one-to-one letter or phone conversation has become the standard approach in most industries.
- #12 CTAs (or calls to action) are statements designed to elicit an immediate response from the user. No matter how well you execute these other 9 techniques, if you have poor CTAs, you will fail to capture conversions. Make sure you use smart placement, so try to put your CTA below highly persuasive portions of content. Next, be consistent with placement, so have a simple but strong CTA in the header and footer of each page template (for example, a “Call now” button on each page). Next, give your offer substance. And what I mean by this is something like $10 off of an order of $5000 isn’t enough of an incentive. $500 off would be, though. Next make sure your CTA is always clear. For example, if you want them to download something, make sure you write it as “Download Now”. Lastly, if you notice your website isn’t converting, try changing up your offer to see if that works better!
- #13 Once a visitor clicks an offer and is then asked to fill out a form, you’ve reached the make-or-break state of a great conversion opportunity, since this is where you collect their information. When designing your form, make sure to limit the form fields. The fewer things you’re asking them for, the better, since a time-consuming form turns visitors off. Next, utilize drop-down menus since writing out answers from scratch is too much work for visitors. Lastly, make sure your form is optimized for mobile devices too.
- #14 The better your website is at inviting phone calls, the more your conversions will increase. When displaying your phone number on your website, make sure to use consistent and prominent placement. On a desktop, it should be at the top right corner of the page template, and for a mobile phone, it should be at the top of the screen. Next, make sure the phone icon is a clickable link so that you make it easy for the user to call right away. Lastly, you want to track your phone inquiries so you can have an idea which marketing sources generated the phone leads.
- #15 Your website can always be better, so make sure to test it often to make sure all critical areas of your website are performing well. On your website, you should deploy phone and form tracking which tells you the marketing source for every phone and form inquiry. Without this data, you’ll be in the dark for where your leads are coming from. Next, make sure you test only 1 thing at a time. If you change the offer AND position of the offer, how can you tell which change led to the increase in conversions? Next, don’t forget to test the little things like font size, font color, etc which can have a huge impact too! Lastly, always test for functionality, so go through your page to make sure phone numbers are clickable, form submission processes are working, page-loading speed is good, etc.
- #16 Our last strategy is mobile-friendly design. Data suggests 23% of online leads come from mobile devices, and this number is expected to grow. When creating a mobile-friendly website, make sure you use responsive design. This enables your website to automatically adjust to ANY size screen. Next, use sticky navigation on your website, which keeps the main menu in view at the top of the screen as the mobile user scrolls vertically down a page. Lastly, you must maximize page-loading speed since slow-loading pages prevent website conversions.
- #17 Hello and thank you again for joining the webinar. Just a little background on Agendize before we start. We currently have 4 offices located in Montreal, Mexico City, San Francisco and Troyes (France). Agendize serves over 100,000 businesses across many industries but focus mostly on Finance, Law and Medical. Our main focus for this webinar is improving conversions and how this could greatly help your business.
- #22 Fantastic, thank you Marc for the informative presentation. As promised, we have some free resources for all of you today! We’ve got two ebooks to share. One is The Financial Advisor’s Crash Course in Generating Leads Online and the other is Getting Your Website to Perform in 3 Easy Steps.
- #23 Before we wrap up, if you guys are interested in booking a demo with Advisor Websites, and start creating a beautiful and functional website for your business, here is the contact information to do so. After you have your powerhouse website up and running, or if you have one already, contact Agendize to get a scheduling tool up and running on it.
- #24 Alright, that concludes our webinar today on Life Insurance Lead Generation Best Practices. Again, I want to give a special thanks to Reid and BackNine Insurance for taking time out of your day to speak with all of us. Most of all, I want to thank all of YOU for taking time out of your morning/afternoon to listen in on this webinar. We’ll be back with a new partner webinar in the coming weeks, so stay tuned, and we look forward to having you join then! Thank you and have a great rest of day! **keep meeting on for another couple minutes, then close**