4. To change what people think and
do online, you need to first clarify
YOUR TARGET OUTCOMES
and then make sure everything
leads to those outcomes
5. If an industry standard for
conversion hovers at 2%, the
question you might ask is:
6. If an industry standard for
conversion hovers at 2%, the
question you might ask is:
What am I doing that is driving
98% of my audience away?
7. “Once searchers arrive on your landing pages,
you have 13.6 seconds to convince visitors that
they are on the right site.”
Gordon Hotchkiss, President and CEO of Enquiro Search Solutions, Inc
AS of 2011, that figure has
dropped to 8.5 seconds
8. “Once searchers arrive on your landing pages,
you have 13.6 seconds to convince visitors that
they are on the right site.”
Gordon Hotchkiss, President and CEO of Enquiro Search Solutions, Inc
AS of 2011, that figure has
dropped to 8.5 seconds
29. THE CONVERSION
FUNNEL
• Profiling
• Conversion techniques
• Acquisition channels
• Don’t make me think!
• Reduce the friction burns
• What your website pages should have…
30. THE CONVERSION
FUNNEL
• Profiling
• Conversion techniques
• Acquisition channels
• Don’t make me think!
• Reduce the friction burns
• What your website pages should have…
32. What is the most
effective and simplest
form of conversion on
a website today?
33.
34.
35. Who is your target market?
• Demographics
– Age, sex, location, language
• Psychographic
– Social class, lifestyle, opinions, values
• Behaviors
– Are they looking for information?
36. Who is your target market?
• Demographics
– Age, sex, location, language
• Psychographic
– Social class, lifestyle, opinions, values
• Behaviors
– Are they looking for information?
39. TARGET MARKET
Bob Back for More
Mary First Time Here
40. TARGET MARKET
Bob Back for More
Mary First Time Here Jim Ready to Buy
41. BUT
• They want different things
• They have different problems and/or
needs
• They are at different points within their
buying cycle
• Each one will make the buying decision in
a different way
42. • The problem they are having
• The solution they desire
• The products/services you offer
• Geographically
• Demographically
• Who they are/how do they see themselves
43. • Profile the potential customers
Demographics
User Behaviors Psychographics
44.
45.
46.
47.
48. What are the
various
methods to
send traffic to
your website
?
49. What are the
various
methods to
send traffic to
your website
?
56. Am I on the right site?
Don’t make me think!
Where do I go?
57. Am I on the right site?
Don’t make me think!
Where do I go?
I don’t see what I’m looking for!
58. Am I on the right site?
Don’t make me think!
Where do I go?
I don’t have time!
I don’t see what I’m looking for!
59.
60.
61. Almost 80% of traffic will not land on
your home page
• Search engines will index every page of the site
independently – not just the homepage
• The page the user lands on should be based on what
they have searched for
• Do not send traffic to your homepage –
unless you absolutely need to
69. • Pose a question and an answer to engage the visitor
Q: “Are you worried about eating transfat
food?”
A: “Sign up for our free newsletter and
instantly receive nutritional information on
local restaurants!”
74. • Use Google Website Optimizer
• Free to use
• A/B testing functionality
• Help increases conversion rates
• Increases customer satisfaction
www.google.com/
websiteoptimizer
75. • Continuous testing is key – you can always
make improvements on your page that can
increase conversion
• Use variations of the image, text, call to
actions, and bonus offers to see which works
the best
76.
77.
78. QUESTIONS?
407-574-5334 Presenter: Stewart Bernard
SIMPLIFYWITHWSI.COM
Digital Marketing Specialist
WSI
79. QUESTIONS?
407-574-5334 Presenter: Stewart Bernard
SIMPLIFYWITHWSI.COM
Digital Marketing Specialist
WSI
Notes de l'éditeur
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Websites today are often compared to funnels – it’s a funnel analogy. People come to our websites, browse around, look at the product catalogues and then they finally arrive hopefully at the shopping carts and contact forms. Which ultimately provides us with leads and customers.\n
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So lets try and picture who the potential audiences are. There could be potentially many different audience profiles for any one of your clients web sites. Generally they can be broken into 3 segments – Mary – just looking, Bob who is already a customer coming back for more and Jim the prospect who is ready to buy.\n
So lets try and picture who the potential audiences are. There could be potentially many different audience profiles for any one of your clients web sites. Generally they can be broken into 3 segments – Mary – just looking, Bob who is already a customer coming back for more and Jim the prospect who is ready to buy.\n
So lets try and picture who the potential audiences are. There could be potentially many different audience profiles for any one of your clients web sites. Generally they can be broken into 3 segments – Mary – just looking, Bob who is already a customer coming back for more and Jim the prospect who is ready to buy.\n
The problem being is that everyone who lands on our websites are potential customers but they all want different things. They have different problems. They are at different points of their buying cycle and each one will make their decisions in different ways. \n
So to make it easier for WSI Consultants to gather this intelligence on your clients visitor profiles, we have created a document called the Information Architecture questionnaire. If you have not received this document yet, please go to MAPS, Knowledge Management, Intranet and click on the link WSI Sales System – within this area you can download all related resources to the new WSI Sales System as well as the Information Architecture document. \nThis document allows you the WSI Consultant to meet with your client, after you have closed the deal (based on the new WSI Sales System) and sit down with your clients to these kinds of questions about who they think their customers segment.\n\nHere are some examples related to the slide: The example would be related to a plastic surgery clinic website –\nProblem – The audience is having a problem of being overweight\nSolution – They would like to receive liposuction\nProducts/services – 5 minute lipo whilst on your lunch\nGeographically – located in the main city center\nDemographically – procedures available to men and women. Old and young. If you want to spend $1000’s or if you have a couple of $100\nHow they see themselves – grossly disfigured, perfect but want to be even more perfect\nBuying cycle – Just looking (never had surgery before, information gathering) Know what they are looking for (more research, looking at prices, looking for a reason to buy from you) Ready to buy (wants to use your website to find your address, phone number, book an appointment online\n