Laura Pearse's presentation to the October 2016 Social Media Breakfast Madison

1. Grow Your
Business:
How your website
and social media
can be the perfect
collaboration.
Laura Pearse
Founder, Pique
bepique.com
laura@bepique.com

2. Nashville, Tennessee
Laura Pearse
Columbus > Chicago > Nashville
We use design, development, and growth strategies to help our
clients launch, optimize and grow their impactful brands.

3. Today we’ll discuss:
Find this deck at bepique.com/smbm
•This is Social Media Breakfast — but I’m going to talk websites.
Chances are at some point your socials drive to your site.
What happens then? Is it primed to be the perfect collaboration?
•Thinking of your website as a product (+ not a brochure)
•What this means for ongoing growth (+ why it is vital)
•10 Website Musts

5. Even if your business
is 99.9% in-person.
Even if your business
isn’t directly related to
digital or tech fields.
Even if you don’t sell
anything online.
Think of your website like a product.
It’s not a brochure anymore. It’s a product.

6. • Information based
• One-sided, you talking to them
• Limited
• Impersonal
• Passive
• Static, stagnant
Brochure Mentality

7. • Impacts every area of the Business
• Maintained + Developed
• Serves Something / Someone
• Ever Changing, Evolving
• Ongoing, Intentional Process
• Strategy > Evaluate > Strategy > Evaluate
Product Mentality

8. The digital world is the world.
A website is not a static, passive piece
of your strategy anymore.

9. Let’s change that.
Too many awesome businesses have websites
they operate with a brochure mentality —
a static, passive, piece of the strategy.

10. don’t be scared to do that
on your website too.
You experiment all the time on social media,

11. So I need a new website?

12. Okay. But then do I need a
developer + budget for that?

13. What is the one thing your site needs
to do better than anything else?
WHERE TO START:

14. • Heavy mobile traffic
• Heavy calls rather than form submissions
• Short conversion window
• 75% residential and same-day service
• 50% already knew of them from socials, advertising,
friends, or were already a customer
• 50% are new customers
Local Plumber

15. • What works best? Calls from mobile.
• Focus double the energy on it to supercharge
• Focus on showing up on first page of search
LOCALLY + 50 miles
• When they click, new landing page loads fast, is
perfected for mobile, is simple with concise
messaging, and has easy “click to call us” CTAs
Local Plumber
Did it drive growth?

16. • Heavy social media and email traffic
• Split 50/50 desktop/mobile
• Lots of product page views
• Lots of adds to cart
• Lots of checkouts started
• But conversion rates are much better when
customers spend more than $100
Shoe Brand

17. • What works best? Socials driving people there,
adding to cart, starting checkout.
• Checkout experience is intuitive and seems easy
• Notice the $ threshold - could it be it shipping?
• Test offering free shipping with purchase of $50 or
more rather than $100 or more
• Watch sales, what happened?
Shoe Brand
Did it drive growth?

18. • Usually announce shows on Mondays
• On-sale usually Friday at 10am
• Doesn’t always sell out same-day
• Shows every weekend
• Heavy desktop conversions
• Links over to Ticketmaster for the sale
Venue / Event Space

19. • What works best? Email list. Reminder of on-sale
morning of gets the most clicks + conversions
• Largest spike in sales within the first 3 hours
• Send a second email only to people who have not
bought tickets that day after 5 hours to notify them
of low ticket alert
• Take anything unnecessary off ticket page
Venue / Event Space
Did it drive growth?

20. One piece at a time —
That’s all it takes to shift to this mentality.
Hyper focus then supercharge.
(Then do it over and over again)

21. 10 Musts To Add To Your Roadmap

22. 1. Visit Your Website
Yep, that’s a real tip. When is the last time you went to your website,
logged out, and checked out every page as a new user would?
On mobile? Tablet? Is it easy to read? Is it easy to click?
Go to your website through the lens of a new customer and take notes.

23. 2. Test Something
Like the examples we talked about — what is one easily implemented
thing you can test before the holidays?
No budget, no implementation cost, come up with and test one piece
of the site that has the most impact on the bottom line.
Example: Shipping threshold. Took 3 minutes to implement, no dev costs
and time evaluating but BIG impact on bottom line and evolution of the
site over time.

24. 3. Grunt Test
If a caveman took a quick look at your website, would he be able to
grunt what it is that you offer?
• Show someone your website for 5 seconds and then shut the computer.
• “Who are we? What do we offer?”
• “How will it make your life better, different, solve a problem?”
• “What do you need to do to buy it, get started, sign up, etc.?”
• Bonus: “How would you describe us to a friend?”
We need to be concise and make the main thing the main thing.
But how?

25. 3. Grunt Test - Tell Your Brand Story
How much is a confusing website costing you?
Include:
• An effective, short, easy to understand tagline
• An obvious call to action (lead with your dominant revenue stream)
• Visually show the success your customer will experience because
they bought your product or interacted with your service
Resource: Donald Miller’s StoryBrand Resources
Visit 5minutemarketingmakeover.com (free)

26. 4. Test Page Load Time
Roughly 40% of users will abandon a site if it takes too long to load.
There are two sides to this:
What your users experience vs. what Google experiences.
Both matter.
Resource: Google’s PageSpeed Insights (free)
https://developers.google.com/speed/pagespeed/insights/

27. 5. You’ll probably need to optimize
Images (everyone does)
Images are a huge part of web design — and are really effective.
It’s one of the easiest page speed improvements you can make. If you
are not optimizing your images before you load them on your website,
you’re impacting page speed.
Resource: My favorite image optimizer (free)
https://imageoptim.com/mac (other versions available)
*There are also Wordpress, Drupal, Shopify, etc. platform plugins and apps that work really well.
Most are paid, but low cost. Email me the platform you’re on and I’ll send you my favorite image optimization to check out.

28. 6. Where’s The Action?
Look at your lead call to action — and how many CTA’s you’re making
on any given page. Is that really the thing you want them to do?
If you have more than 2-3 on the page, which ones take priority?
Make the main thing the main thing.

29. 7. Font Size Check
How small is your type? How long are your paragraphs?
Think not only if it is legible on all devices, but is it readable?
Is it skim-able?
This one is super easy to implement and a cool test. Make sure you
have analytics configured and then watch time spent on certain pages,
time spent on site, bounce rate, mobile bounce rates, scroll rates, etc.

30. 8. Showcase Reviews
Are people talking about you? Cool!
Show them off in a clean, elegant way throughout your site. Testimonial
pages are great, but even better to integrate customer reviews, great
tweets, Instagram photos, and testimonials throughout the pages
people are already looking at.
Where can you embed these feeds or posts on your site?

31. 9. Make Sure Google Analytics Is ON
I’m sure you’re all using this — but let’s just double check.
It’s insanely awesome. Even if you’re not data-savvy, turn this on.
Ecomm — make sure you have enhanced ecomm tracking turned on.
Resource: Google Analytics (free)
https://www.google.com/analytics

32. 10. Go Crazy
With Crazy Egg - Install it (one line of code) and turn on what they call
snapshots. This one’s paid but can give you key insights.
Start gathering data you can use. Even if you don’t do anything with it
until after the holidays, you’ll have a gold mine of data ready after a
few months.
My favorite: Scroll Maps
See who actually sees that content at the bottom of the page.
Resource: Crazy Egg (free for 30 days, then from $9/month)
https://www.crazyegg.com/

33. 10 Musts To Add To Your Roadmap:
1.Visit your website
2.Test something
3.Perform a grunt test
4.Test page load time
5.Optimize images
6.Evaluate CTAs
7.Font size check
8.Showcase Reviews
9.Turn on Google Analytics
10.Check out Crazy Egg

34. Let’s talk,
What questions
do you have?
Laura Pearse
Founder, Pique
bepique.com
laura@bepique.com
Find this deck at bepique.com/smbm