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How To Lead Website Visitors To Water AND Make Them Drink,[object Object],The Complimentary Relationship of SEO and CRO,[object Object]
Agenda,[object Object],Intro to SEO and CRO,[object Object],The Buying Cycle,[object Object],The Four Personalities,[object Object],How Personas and The Buying Cycle Influence Search Keywords,[object Object],Five Pillars of Conversion Optimization,[object Object],Continually Improving Your Website,[object Object]
Great Websites Are Like Great Sales People,[object Object],Websites are not Marketing.,[object Object],Traditional Sales & Marketing Roles,[object Object],Marketing Drives Traffic (Search Engine Optimization),[object Object],Sales Converts Traffic (Conversion Rate Optimization),[object Object],Websites are Sales,[object Object],How do Great Sales People really work?,[object Object],Figure out who they’re talking to.,[object Object],Make them feel Comfortable,[object Object],Discovers their needs & motivations,[object Object],Help Them (Provide Information & Options),[object Object],Asks the Buying Question (When its most effective).,[object Object],What does she do with Marketing Collateral?,[object Object]
Doing things to get your website as high as possible in the search results,[object Object],Pay ,[object Object],Per Click,[object Object],Pay ,[object Object],Per Click,[object Object],seOverflow Client,[object Object],Organic Results,[object Object],What Is Search Engine Optimization?,[object Object]
What Is Conversion Rate and CRO?,[object Object],The percentage of visitors that take a desired action. ,[object Object],Conversion Rate Optimization (CRO) is the process of increasing that percentage.,[object Object],If your website does not convert well, the money you spend on generating traffic is wasted.,[object Object],SEO,[object Object],Affiliates,[object Object],Content Marketing,[object Object],Paid Search, Display,[object Object],It is cheaper to increase conversions on existing traffic than to buy more traffic,[object Object]
The Financial Impact of Conversion Rate Optimization,[object Object],Moving from 2% to 3% conversion rate equals almost $500,000 more in annual revenue!,[object Object],Average website order size = $200,[object Object]
Why Do SEO And CRO Work Well Together?,[object Object],Organic traffic tends to be “good” traffic with higher rates of “intention”.,[object Object],SEO can be expensive, and CRO ensures that ROI is maximized.,[object Object],With recent changes to Google (Panda), some conversion rate factors are now search ranking factors.,[object Object]
The Buying Decision Process,[object Object]
4 Dimensions Of A Sale,[object Object]
4 Personality Types,[object Object],Competitive,[object Object],Why are you the best?,[object Object],What can you do for me?,[object Object],Spontaneous,[object Object],How can I get what I need fast?,[object Object],Can you help me narrow down my choices?,[object Object],Humanistic,[object Object],Who uses your products?,[object Object],Who are you?,[object Object],Methodical,[object Object],How does it work?,[object Object],What proof do you have?,[object Object],Quick,[object Object],Vs.,[object Object],Slow,[object Object],Logical         vs.       Emotional,[object Object]
Intersection of Personalities & Buying Decision,[object Object]
Search Engine Traffic and the Buying Cycle,[object Object],Your Keywords Matter,[object Object]
Keywords Are The Foundation Of SEO,[object Object],Keyword research,[object Object],Keyword and site architecture planning,[object Object],Keyword rich content,[object Object],Keyword rich links,[object Object]
80/20 Rule For Keywords,[object Object],80% of keywords are Informational,[object Object],searching involves looking for a specific fact or topic,[object Object],10% of keywords are Navigational,[object Object],searcher seeks to locate a specific web site,[object Object],10% of keywords are Transactional,[object Object],searcher looks for information related to buying a particular product or service,[object Object],http://www.sciencedirect.com/science/article/pii/S030645730700163X - Penn State Study,[object Object]
Keyword Value,[object Object],(thanks to Aaron Wall of SEOBook for this image),[object Object]
A Google Study On Converting Keywords,[object Object],Source: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/ads/techb2b_news.pdf,[object Object]
When Creating Your Keyword Strategy,[object Object],Use keywords relevant to various stages of the buying cycle,[object Object],A user captured early in the buying cycle can be nurtured into a sale – most likely Informational type keywords.,[object Object],Make sure the ‘intent’ of the target keyword is represented in your content,[object Object]
Conversion Rate Optimization,[object Object],Maximize ROI From Your Website Traffic,[object Object]
The Secret To Increasing Conversions,[object Object],Reduce “Friction”,[object Object],Answer the Basics FIRST,[object Object],Who are you?,[object Object],What do you do?,[object Object],What does it mean to you.,[object Object],Make the Website a Sales Person,[object Object]
The 5 Pillars of Conversion Optimization,[object Object],Usability,[object Object],Persuasion,[object Object],Design,[object Object],Navigation and Information Architecture,[object Object],Content,[object Object]
Usability,[object Object],10 Usability Questions for EVERY Page,[object Object],From a User’s Perspective,[object Object],Does it load quickly?,[object Object],Is the purpose clear?,[object Object],What does the user call it?,[object Object],Is it consistent?,[object Object],Is it standard?,[object Object],Do I have a good reason for straying from the standard?,[object Object],Does it work?,[object Object],Are elements displayed in priority order?,[object Object],Is there a clear call to action?,[object Object],Is it confusing?,[object Object]
Avoid common pitfalls,[object Object],Pogo sticking,[object Object],Visitors can’t find what they need; they return to the home page to try again,[object Object],Linkitus,[object Object],Visitors don’t know where the links lead; they click around to find what they need,[object Object],Windows ,[object Object],a plenty,[object Object],Visitors get lost with too many separate windows,[object Object],Roach motels,[object Object],Visitors get frustrated with dead end  pages with no way to go back (PDFs),[object Object]
Does content display?,[object Object],Before you optimize content, do cross browser testing to make sure people can see it ,[object Object],Great resource:  http://crossbrowsertesting.com/,[object Object]
Do pages load quickly?,[object Object],Even tiny lifts in page load times impact conversion,[object Object],Amazon sales fell by 1% for every 100 millisecond increase ,[object Object],Great resource: http://www.webpagetest.org/compare,[object Object]
Form Usability,[object Object],12% of people try to submit “Site Type” without selecting an option ,[object Object],25% of “Dropped Forms” occur at “Site Type”,[object Object],40% of submits are without a utility.,[object Object],202% lift form leads,[object Object],Their next ¼ results,[object Object]
Persuasion,[object Object],Persuasion is a “Conversation” between the website and the visitor that convinces them to take action.,[object Object],Website.com– “Register for a 30-Day Trial of our Software”,[object Object],Visitor – “I get a lot of SPAM.  Why should I give up personal info?  How hard is it to set up?”,[object Object],Website.com– “Simple to Install & Configure with Full Trial Support.  Used by 2000 small & medium sized businesses.  View our Privacy Policy”.,[object Object]
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Design (Look & Feel),[object Object],Look and Feel relates to the overall visual impression people have of our website. ,[object Object],People judge books by their covers.  ,[object Object],We have a few seconds after they land on our website.,[object Object],Five Elements of Look and Feel,[object Object],Design,[object Object],Color,[object Object],Graphics & Photos,[object Object],Layout,[object Object],Sound & Motion,[object Object]
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Navigation& Information Architecture,[object Object],Navigation relates to all the buttons and links people use to find information on the website.,[object Object],Greatest source of “Friction”,[object Object],Improve Navigation by Asking These Questions,[object Object],Can I tell if it’s “hot”?,[object Object],Is it clear what I will find if I click?,[object Object],Is navigation consistent across pages?,[object Object],Does my navigation use my target audience’s words?,[object Object],Is my navigation persuasive?,[object Object],Do  people know where they are on the website?,[object Object],Do I have important & relevant information when its being looked for?,[object Object]
Lead Website Visitors To Water AND Make Them Drink
Lead Website Visitors To Water AND Make Them Drink
Content,[object Object],Orient, Inform, Satisfy then Sell.,[object Object],Is copy scan-able and skim-able?,[object Object],Is grammar & spelling correct?,[object Object],Does copy address my target personas’ needs and questions?,[object Object],Does copy lead through the buying process?,[object Object],Does copy incorporate SEO keywords?,[object Object],Do links create interest and pull people through my site?,[object Object],Are calls to action relevant and clear & well placed?,[object Object],Does copy match the brand & marketing message?,[object Object],Does copy focus on benefits instead of features?,[object Object],Does copy “we we” all over itself? ,[object Object],Jargon much?,[object Object]
Other Conversion Optimization Assets,[object Object],Chat,[object Object],Reviews,[object Object],Forms,[object Object],Cart,[object Object],Testimonial Videos,[object Object],Live Demos,[object Object],Recorded Webinars,[object Object],White Papers,[object Object],Data Sheets,[object Object],Case Studies,[object Object],Customer Service,[object Object]
Use Hindsight As A Super Power !,[object Object],Quantitative,[object Object],Analytics,[object Object],Heat-maps,[object Object],CRMs,[object Object],Qualitative,[object Object],User Testing,[object Object],Surveys,[object Object],Screen Recordings,[object Object]
Start with bigger impact items,[object Object],Reduce clutter,[object Object],Make headlines more relevant,[object Object],Strengthen copy that appears closest to images,[object Object],Try a more compelling offer,[object Object],Test trust factors (e.g., testimonials, awards, security badges, phone numbers, etc.),[object Object],Ensure calls to actions follow best practices (i.e., copy, placement, contrast and color),[object Object],Use more engaging imagery,[object Object]
Start With ‘Entry’ Pages 	,[object Object],Start with Bounce Rate of top 3 entry pages.,[object Object],Need to answer 3 questions is 3 seconds:,[object Object],Who are you?,[object Object],What do you do?,[object Object],What does it mean ,[object Object],to me?,[object Object],Watch the fold, ,[object Object],but don’t be afraid of it.,[object Object],15% Bounce Rate & the ,[object Object],majority of clicks are below,[object Object],the fold.,[object Object]
Bottom-up Approach,[object Object]
Bottom-up Approach,[object Object],20%,[object Object],When Cart/Form Conversions Look Bad,[object Object],The Straw effect?,[object Object],When Cart/Form Conversions Look Good,[object Object],Weeded success?,[object Object],65%,[object Object]
Continuous Improvement,[object Object],Conversion Optimization is good, performed on a continuous basis, it is better! ,[object Object],Seeks "incremental" improvement over time.,[object Object],Site user experience is constantly evaluated and improved.,[object Object]
Continuous Optimization con’t ,[object Object],Avoids Crisis (Good, Fast & Cheap),[object Object],Shows an immediate benefit,[object Object],Doesn’t disrupt customers ,[object Object],Costs less with cost spread over time.,[object Object],Tested & optimized along the way.,[object Object],Agile & flexible,[object Object]
Continuous Improvement Case Study,[object Object],Organic Search Conversion Rate Increase: 167%,[object Object],Overall Conversion Rate Increase: 63%,[object Object]
Continuous Improvement Case Study,[object Object],Conversion Rate Increase: 129%,[object Object],Cost Per Acquisition Reduced: 48%,[object Object],Homepage Bounce Rate Reduced To: 15.62%,[object Object]
Some Tools For Conversion Optimization,[object Object],[object Object]
Optimizely

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Lead Website Visitors To Water AND Make Them Drink

Editor's Notes

  1. People rationalize buying decisions with facts but make decisions to buy based on feelingsFlip side of selling process but operates in tandem with selling processThe series of steps visitors go through consciously or subconsciouslyA website must present opportunities for the visitor to satisfy each step
  2. Need – critical to necessary to luxuryKnowledge – what does one need to know in order to be able to buy your product, remove confusion and friction
  3. Low hanging fruit first, then bottom up approach
  4. You’ve got a low site conversion rate, what is the problem….Look at the cart… If conversions through the cart are bad, thing is, your cart maybe pretty goodBut… the experience was so bad b4 the cart, and that one little issue with the cart was the straw that broke the camels back…Let’s take another scenartio where the conversion rate through the cart is good, but Remember that your conversion rate is still low… Only the most determined visitors are making to the cart so of course they convert wellOnce you improve the experience before the cart, more people will get in the cart but may not convert as wellNow the cart needs to be optimized for less motivated people