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Conversion Marketing:
Website improvements to move more
customers to purchase
by Maggie Barr
Power Start Media
4-24-13
Agenda
• Customer Conversion Process
• Reverse-Funnel Conversion Strategy
• Customer Segmentation
• Three Phase Groups
– Purchase-Ready Customers
– Research Customers
– Awareness Customers
• Testing Strategy
• Conclusion
4/23/2013 2Power Start Media
Customer Conversion Process
All website visitors can
be grouped into these
categories:
• Just looking, buying later
• Researching choices
• About to buy, got questions
• There to purchase NOW
4/23/2013 3Power Start Media
Reverse-Funnel
Conversion Strategy
Product or Service Details
CTA: See examples, contact us
Pain Statements to relate to
CTA: download paper or email sign-up
Summary of What You Do Best
CTA: see service/product details
$
Limited
Time Offers
Pricing &
Packages
CTA: contact us
4/23/2013 4Power Start Media
• For each group, have a goal and CTA
• Include messaging for all groups on
home page
– Primary targets’ messaging comes
first
• Be ready for low-hanging fruit!
– Ready-to-buy customers
should have easy, obvious next
steps to complete their
purchase decision process
Customers Segmentation
You have many different groups of customers to address with
your home page: 16!
4/23/2013 5Power Start Media
JustLooking
Researching
FinalQuestions
Purchasing
Now
Group A
Group B
Group C
Group D
Customers Segmentation
• To maximize your conversion rate, make sure
you have a easy-to-find path for each
customers group
– Need ‘who we are’ and ‘why we’re better’ for
each Group
– Need CTA for each phase of the decision process
for each group
– All while maintaining a clean look on your website
4/23/2013 6Power Start Media
Purchase-Ready Customers
• Every page needs a ‘Buy Now’ button or link
• Every page needs a phone number and email
• Pricing should be obvious
– If not on the home page, make sure visitors can search
for “Pricing” and find it, or have pricing listed on your
‘Services’ or ‘Products’ page
– Mention any bulk discounts if you have any
– Limited time offers really work! Change monthly
• Consider a “Spring Special” or “Fall Special” etc.
4/23/2013 7Power Start Media
Research Customers
• These customers are looking for something
specific that differentiates you
– What do you compete on?
– Is it Price? Years in business? Company size? Visual
appeal?
– This requires competitive research if you don’t
already know what you competitors are offering
• What are the alternatives customers are considering?
4/23/2013 8Power Start Media
Research Customers
• Study at least 5 alternate service/product providers
using at least 5 decision criteria
4/23/2013 9Power Start Media
Criteria#1
Criteria#2
Criteria#3
Criteria#4
Criteria#5
You
Competitor #1
Competitor #2
Competitor #3
Competitor #4
Competitor #5
Research Customers
• Testimonials & Customers Quotes are critical!
– We all need “proof” to make a decision, even if it’s
subconscious
– Even stock photos of ‘customers’ help visitors relate to
you better than a site with no people images
4/23/2013 10Power Start Media
4/23/2013 Power Start Media 11
Research Customers
• Establish your credibility
– Blogs are great here – they
will read a few
– Staff photos build trust
– Include your company
president or founder’s
contact info, or managers
….. Someone
• Pages with no people
mentioned aren’t trusted
• The more staff photos you
have the better!
• NOT info@business.com
4/23/2013 12Power Start Media
Salon #1
4/23/2013 13Power Start Media
Salon #2
4/23/2013 14Power Start Media
Research Customers
• Demonstrate that you care about customer satisfaction
4/23/2013 15Power Start Media
Awareness Customers
• What ‘Pain’ do you resolve? Talk about it!
– You want them to say, “I have that pain!” and read on
• Why we’re better info should repeat EVERYWHERE
– Home page top and bottom
– About us & Contact Us
– Top and bottom of ‘Services’ or ‘Products’ page
• Site flow optimization
– Use Google Analytics or ClickTale.com to see which pages on
your site are most visited
• Where to visitors who stay the longest go after the home page
• Make sure you have “why we’re better” information there
4/23/2013 16Power Start Media
Awareness Customers
• Educate awareness customers about your product
or service category
– Whitepapers, articles, or just text blogs that explain
“What is ______?”
• Get email names before you allow a download!
• Use email for newsletters, or product offers
• ConstantContact.com is good for sending emails
– Don’t assume they know anything – basic info needs to
be there
• Don’t bring up objections they won’t think of!
4/23/2013 17Power Start Media
SEO.com
4/23/2013 Power Start Media 18
Awareness Customers
• More competitive analysis on best practices
– Find other websites that offer something similar and
look for the ones you think convert better
• Do they have more text on the home page than you? Or less?
• Do you they have more detail pages that you do?
• Is there color scheme more pleasant? Or relaxing? Or exciting?
– Sometimes just seeing a site you like can give you
inspiration you can’t find elsewhere
– Ask your friends and customers what other companies
they’ve considered – check out those websites
4/23/2013 19Power Start Media
Awareness Customers
• Find ways to continue the relationship through
social media, content, email
4/23/2013 20Power Start Media
Testing Strategy
• A/B testing lets you discover which messaging or
order of information wins more customer
responses
• Try version A for one week and measure how
many calls or orders you get. Then try version B.
– Test whether a guarantee works
– Test pricing
– Test special incentive offers
4/23/2013 21Power Start Media
Conclusion
• Every customer group needs a path to more
from Awareness to Ready-to-Buy
• Focus on Ready-to-Buy at the top of each
page….people who want to read more will
keep reading!
• Different pages for different customers is ideal
• Test everything!
4/23/2013 22Power Start Media
Your Presenter:
Maggie Barr
Power Start Media
Boulder Creek, CA
408-454-6488
Maggie.anne.barr@gmail.com
www.powerstartmedia.com
4/23/2013 23Power Start Media
“Your online publicity experts”

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Website Conversion Workshop Presentation by Maggie Barr of Power Start Media

  • 1. Conversion Marketing: Website improvements to move more customers to purchase by Maggie Barr Power Start Media 4-24-13
  • 2. Agenda • Customer Conversion Process • Reverse-Funnel Conversion Strategy • Customer Segmentation • Three Phase Groups – Purchase-Ready Customers – Research Customers – Awareness Customers • Testing Strategy • Conclusion 4/23/2013 2Power Start Media
  • 3. Customer Conversion Process All website visitors can be grouped into these categories: • Just looking, buying later • Researching choices • About to buy, got questions • There to purchase NOW 4/23/2013 3Power Start Media
  • 4. Reverse-Funnel Conversion Strategy Product or Service Details CTA: See examples, contact us Pain Statements to relate to CTA: download paper or email sign-up Summary of What You Do Best CTA: see service/product details $ Limited Time Offers Pricing & Packages CTA: contact us 4/23/2013 4Power Start Media • For each group, have a goal and CTA • Include messaging for all groups on home page – Primary targets’ messaging comes first • Be ready for low-hanging fruit! – Ready-to-buy customers should have easy, obvious next steps to complete their purchase decision process
  • 5. Customers Segmentation You have many different groups of customers to address with your home page: 16! 4/23/2013 5Power Start Media JustLooking Researching FinalQuestions Purchasing Now Group A Group B Group C Group D
  • 6. Customers Segmentation • To maximize your conversion rate, make sure you have a easy-to-find path for each customers group – Need ‘who we are’ and ‘why we’re better’ for each Group – Need CTA for each phase of the decision process for each group – All while maintaining a clean look on your website 4/23/2013 6Power Start Media
  • 7. Purchase-Ready Customers • Every page needs a ‘Buy Now’ button or link • Every page needs a phone number and email • Pricing should be obvious – If not on the home page, make sure visitors can search for “Pricing” and find it, or have pricing listed on your ‘Services’ or ‘Products’ page – Mention any bulk discounts if you have any – Limited time offers really work! Change monthly • Consider a “Spring Special” or “Fall Special” etc. 4/23/2013 7Power Start Media
  • 8. Research Customers • These customers are looking for something specific that differentiates you – What do you compete on? – Is it Price? Years in business? Company size? Visual appeal? – This requires competitive research if you don’t already know what you competitors are offering • What are the alternatives customers are considering? 4/23/2013 8Power Start Media
  • 9. Research Customers • Study at least 5 alternate service/product providers using at least 5 decision criteria 4/23/2013 9Power Start Media Criteria#1 Criteria#2 Criteria#3 Criteria#4 Criteria#5 You Competitor #1 Competitor #2 Competitor #3 Competitor #4 Competitor #5
  • 10. Research Customers • Testimonials & Customers Quotes are critical! – We all need “proof” to make a decision, even if it’s subconscious – Even stock photos of ‘customers’ help visitors relate to you better than a site with no people images 4/23/2013 10Power Start Media
  • 12. Research Customers • Establish your credibility – Blogs are great here – they will read a few – Staff photos build trust – Include your company president or founder’s contact info, or managers ….. Someone • Pages with no people mentioned aren’t trusted • The more staff photos you have the better! • NOT info@business.com 4/23/2013 12Power Start Media
  • 15. Research Customers • Demonstrate that you care about customer satisfaction 4/23/2013 15Power Start Media
  • 16. Awareness Customers • What ‘Pain’ do you resolve? Talk about it! – You want them to say, “I have that pain!” and read on • Why we’re better info should repeat EVERYWHERE – Home page top and bottom – About us & Contact Us – Top and bottom of ‘Services’ or ‘Products’ page • Site flow optimization – Use Google Analytics or ClickTale.com to see which pages on your site are most visited • Where to visitors who stay the longest go after the home page • Make sure you have “why we’re better” information there 4/23/2013 16Power Start Media
  • 17. Awareness Customers • Educate awareness customers about your product or service category – Whitepapers, articles, or just text blogs that explain “What is ______?” • Get email names before you allow a download! • Use email for newsletters, or product offers • ConstantContact.com is good for sending emails – Don’t assume they know anything – basic info needs to be there • Don’t bring up objections they won’t think of! 4/23/2013 17Power Start Media
  • 19. Awareness Customers • More competitive analysis on best practices – Find other websites that offer something similar and look for the ones you think convert better • Do they have more text on the home page than you? Or less? • Do you they have more detail pages that you do? • Is there color scheme more pleasant? Or relaxing? Or exciting? – Sometimes just seeing a site you like can give you inspiration you can’t find elsewhere – Ask your friends and customers what other companies they’ve considered – check out those websites 4/23/2013 19Power Start Media
  • 20. Awareness Customers • Find ways to continue the relationship through social media, content, email 4/23/2013 20Power Start Media
  • 21. Testing Strategy • A/B testing lets you discover which messaging or order of information wins more customer responses • Try version A for one week and measure how many calls or orders you get. Then try version B. – Test whether a guarantee works – Test pricing – Test special incentive offers 4/23/2013 21Power Start Media
  • 22. Conclusion • Every customer group needs a path to more from Awareness to Ready-to-Buy • Focus on Ready-to-Buy at the top of each page….people who want to read more will keep reading! • Different pages for different customers is ideal • Test everything! 4/23/2013 22Power Start Media
  • 23. Your Presenter: Maggie Barr Power Start Media Boulder Creek, CA 408-454-6488 Maggie.anne.barr@gmail.com www.powerstartmedia.com 4/23/2013 23Power Start Media “Your online publicity experts”