Webinar- How to turn your Website Into Leads

A Content-based
Approach to Conversion
Optimization
Andy Crestodina
Co-Founder/CMO
Orbit Media
Will Magley
Account Executive
Outbrain

Agenda
• Introduction
• Conversion Tactics by Andy
• Q&A
2A Content-based Approach to Conversion Optimization #outbrainwebinars

Will Magley
Nice to meet you!

Andy Crestodina

#outbrainwebinars

The Underground
Market For Retro Video
Games
The Totally Righteous
Technology Of The
1980s
An App That Will
Forever Change How
You Enjoy Museums
Millions of people enjoy
a more personalized
online experience
through Outbrain.

The Underground
Games
Technology Of The
1980s
An App That Will
Forever Change How
You Enjoy Museums
S P O N S O R E D
B Y P N C B A N K
Why You Should
Consider Adding Mature
Workers To Your Staff
Millions of people enjoy
a more personalized
online experience
through Outbrain.

Intelligent,
organic, content
recommendations
for publishers.
The Underground
Games
Technology Of The
1980s
An App That Will
Forever Change How
You Enjoy Museums
S P O N S O R E D
B Y P N C B A N K
Why You Should

The Underground
Games
Technology Of The
1980s
An App That Will
Forever Change How
You Enjoy Museums
S P O N S O R E D
B Y P N C B A N K
Why You Should
Growth opportunity
for advertisers.

The Underground
Games
Technology Of The
1980s
An App That Will
Forever Change How
You Enjoy Museums
S P O N S O R E D
B Y P N C B A N K
Why You Should
It’s a Native
state of mind…
10
-11%
Lower bounce rate
than search
-17%
Lower bounce rate
than social
+97%
More page views
than social
+68%
More page views
than search
A Content-based Approach to Conversion Optimization #outbrainwebinars

11
DIY
DOGS
PARENTING
ISLAND ESCAPES
H O L I D A Y S H O P P I N G
F I N A N C I A L P L A N N I N G
A E R I A L P H O T O G R A P H Y
E M E R G I N G M A R K E T S
W E E K E N D G E T A W A Y S
GARDENING BASICS
BASEBALL
R O A D T R I P S
RUNNING
AR T I S AN AL F U R N I T U R E
I M P AC T I N V E S T I N G
EDUC AT IO N A L AP PS
URBAN LANDSCAPING
INTERIOR DESIGN
IKEA HACKS
T R U E C R I M E P O D C A S T S
M E D I T AT I O N W O R K S H O P S
GREEN ROOFDECK S
CRAFT COFFEE
HE ALT HY COOKING
RET IREM ENT PLAN N IN G
S M A L L S P A C E S O L U T I O N S
We Are Constantly Analyzing The Connection
Among Consumer Interests
The Outbrain
Interest Graph
A Content-based Approach to Conversion Optimization #outbrainwebinars

80%
of Premium Publishers in
the United States
275B
Recommendations
Per Month
1.3B
Users Every Month

Andy Crestodina

@crestodina #outbrainwebinars
5 TYPES OF CONVERSIONS
1. Leads
2. Subscribers
3. Ecommerce Customers
4. Event Registrants
5. Donors

Traffic x Conversion Rate = $

Two kinds of visitors.
Two kinds of keyphrases.
Two kinds of pages.
Two kinds of conversions.

Barry Feldman
Feldman Creative
Your website is the mousetrap
Your marketing is the cheese

From Answers to Action

Conversion Map

“My faucet is leaking...”
How soon can you come fix it?
Same day, on-time service for 20 years.
“I’m so glad they came right away!”
Schedule a visit within 24 hours >>

“I need some marketing technology...”
Does this system connect with my database?
...integrates with the top 50 platforms
“Thanks for the help connecting to my system!”
Logos of tools
Chat with an expert about integration >>

Senior housing
Can I bring my dog?
Yes, we are pet friendly
“My puppy Buster loves his new friends!”
Discuss pet relocation with an associate >

Non-medical home care
Can you help mom with her meals?
Yes, our caregivers prepare healthy meals
“Janice cooked the salmon perfectly!”
Ask how we plan and prepare healthy meals >

There are all kinds of answers

Justin Rondeau
DigitalMarketer.com
Optimization is about meeting user expectations.
Page elements anticipate the visitor’s questions or objections
and page design prioritizes these answers.

“Questions Every Page Must Answer”
1. Who is the company?
2. What do I get?
3. Is this immediately valuable to me?
4. Is my information safe?
5. When do I get it?
6. Is this offer reliable? (Offer trust)
7. Is this company reliable? (Brand Trust)

What questions does my audience
ask before purchasing?

What classes can I take? What degrees do you offer? Are you accredited? How long
does it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time?
What can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to
this school? What are the demographics? Is there wheelchair access? Is there Spanish
language support? What about demographics, diversity, LGBT? How is parking? Is it
accessible by public transit? Can I use transfer credits when I apply? Life after
graduation? What are the housing options? Where would I live? Is childcare
available? Will I have access to faculty? Retention rates and graduation? What kind
of student support is available? What about the library? What makes this company
unique? When do programs start? What is the neighborhood like? Do I need to take
the GRE test? What is life like for students? What have the professors done? What
research? Publications? What projects can I work on? Are they paid? Is there work-
study available? Is this a for profit school? Is it part of a bigger organization? What
are classes like? Is there field study or internships? available? How long has this
school been around? Can I talk to a professor before I apply? What is the process for
applications? What if I’ve never worked in this field before? Is there a difference

What are the three questions people always ask
before hiring us or buying?

Questions to ask your audience. Answers to publish.
1. What was happening that sent you looking for a solution?
2. What else did you try and what didn't you love about it?
3. What almost kept you from buying from us?
4. What made you confident enough to give us a try?
5. What made X the best solution for you?
6. When evaluating X, what was most important to you?
7. What can you do now (or do better) that you couldn’t do before?
8. Give me an example of when X made a difference for you?

They ask. You answer.
Marcus Sheridan
The Sales Lion

Message, messengers and formats

Movement is more powerful than images.
Images are more powerful than text.

There are two kinds of evidence

Facts are called ‘cold and hard’ for a reason.
They don’t have the ability to warm hearts,
which is the key to changing minds.
Rob Biesenbach
Author, Actor, Speaker

Big Evidence: Data and Statistics

Little Evidence: Testimonials and Stories

6 Things to Add To Your Testimonials
Logo
Headline
Picture
Clear
CTA
Result
Key phrase

What is the right amount of evidence?

After removing the header, footer and
ads...
7260 pixels of page
Percent proof on a sample Amazon page

ads...
7260 pixels of page
3130 pixels of proof

ads...
7260 pixels of page
3130 pixels of proof
43% of the page is proof

Give them everything
...one thing at a time

Grow Your List
Conversion optimization for your email signup box

1. Prominence
2. Promise
3. Proof
Why it worked...
source: Email Signup Forms, Orbit Media

Calls to Actions and Specificity

Find and Fill the Gaps

What’s missing from your website?
...unsatisfying

...unsatisfying
...weak

...unsatisfying
...weak
...not compelling

Out of context answers
FAQ Page

Out of context evidence
Testimonials Page

The ROI of CRO

Leads ...everyday!

How to do all this stuff...
• Content Strategy Explained in 180 Seconds!
• How to Create Your Content Marketing Mission
• A Guide For Repurposing: The Periodic Table of Content
• Content Marketing Collaboration: 5 Ways to Upgrade Your Content

@crestodina
Andy Crestodina
THANK YOU!

Q&A Time
Andy Crestodina
Co-Founder/CMO
Orbit Media
Will Magley
Account Executive
Outbrain
Got any questions?
For Andy? For us?

Webinar- How to turn your Website Into Leads

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