Pave content pathways to drive conversions
- 1. #BoostB2B Pave content pathways Creating content pathways that drive customer conversions Presented by Paul Randall www.evosite.co.uk @paulrandall
- 2. #BoostB2B Creating exceptional digital experiences for 15 years We have helped hundreds of organisations improve their eCommerce websites and digital products. Established in 2001 Talented team of 30 Over 250 active clients 700+ web solutions delivered Multi award winning agency
- 3. #BoostB2B Who am I? ● Senior UX Architect at Evosite ● 10 year background in web industry ● Watched hours of usability studies ● Looking out for the customer!
- 4. #BoostB2B The objectives of today's talk... By the end of this session, you will be able to: ▪ Drive visitors through your site ▪ Create engaging call to actions ▪ Get more visitors on your lead capture pages
- 6. #BoostB2B Definition of a good web page?
- 8. #BoostB2B Areas to investigate in analytics ● Landing pages ● High traffic & high bounce rates ● Exit pages ● Checkout dropout
- 11. #BoostB2B Usability testing Observing behaviour and creating a hypothesis
- 12. #BoostB2B Can’t we just put a form on every page?
- 14. #BoostB2B The sales funnel Setup (Customer) Decision (Hot lead) Consideration (Visitor) Intent (Warm lead)
- 15. #BoostB2B Awareness ▪ The services we provide ▪ What makes us unique
- 16. #BoostB2B Consideration ▪ What is right for them? ▪ Benefits of your service
- 17. #BoostB2B Intent ▪ Could you save? ▪ Why we’re a better choice
- 18. #BoostB2B Decision ▪ Get a quote ▪ Contact us
- 19. #BoostB2B Completion ▪ Usually off-site ▪ Transition from web
- 20. #BoostB2B Customer journey mapping Awareness Consideration Intent Decision Setup Relationship Strengthening Concern Leave Return Activities Motivations Questions Barriers Prospects Customers
- 23. #BoostB2B 30 times Email checked an hour by office workers
- 24. #BoostB2B 17% Number of pageviews less than four seconds
- 25. #BoostB2B 49% Percentage of words read on web pages with 111 words or less
- 26. #BoostB2B Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?'
- 27. #BoostB2B 28% Percentage of words read on an average web page (593 words)
- 28. #BoostB2B Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?' So she was considering in her own mind (as well as she could, for the hot day made her feel very sleepy and stupid), whether the pleasure of making a daisy-chain would be worth the trouble of getting up and picking the daisies, when suddenly a White Rabbit with pink eyes ran close by her. There was nothing so very remarkable in that; nor did Alice think it so very much out of the way to hear the Rabbit say to itself, 'Oh dear! Oh dear! I shall be late!' (when she thought it over afterwards, it occurred to her that she ought to have wondered at this, but at the time it all seemed quite natural); but when the Rabbit actually took a watch out of its waistcoat- pocket, and looked at it, and then hurried on, Alice started to her feet, for it flashed across her mind that she had never before seen a rabbit with either a waistcoat-pocket, or a watch to take out of it, and burning with curiosity, she ran across the field after it, and fortunately was just in time to see it pop down a large rabbit-hole under the hedge.
- 29. #BoostB2B Writing content for the web ▪ Be brief ▪ Omit needless words ▪ Headlines should be able to be skimmed ▪ Use bullet points “Write as little as you can, but as much as you have to”
- 30. #BoostB2B Create compelling call to actions
- 33. #BoostB2B Stop making forms a chore
- 34. #BoostB2B
- 36. #BoostB2B 5 minutes... ▪ Look at your forms for any non-essentials fields
- 37. #BoostB2B 30 minutes... ▪ Give your website a content audit
Editor's Notes
- #7: Audience participation. Getting out of this: key tasks. Informative Helpful Friendly Answers the questions they have Not pushy
- #13: What sort of vibe does this give off? Imagine someone up to you in the street and asking for your details straight away. Your company will come across as ‘grabby’
- #34: Who likes filling out forms? Why do you not like giving out information? Think about the customer Reassure them Don’t bombard them Ask for the minimum Thank them Tell them the next steps
- #35: http://www.sitepoint.com/ux-design-passwords-registration-forms/