Session 11 website conversion techniques
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This webinar discusses key aspects of website conversion. It explains that website conversion involves converting traffic coming to a website. Some key aspects that drive better conversion discussed are website messaging and layout, sales funnel, conversion optimization, and remarketing. Specific tips provided include using power words, focusing on benefits rather than features, optimizing page speed, adding testimonials and case studies, simplifying the user path, and using lead capture forms, pop-ups, and remarketing to convert visitors into leads and customers. The webinar concludes with reminding attendees about tools that will be covered in the next session and asking if the next class can be held on a specific date.
Session 11 website conversion techniques
- 1. Please wait. This Session will begin at 6.30 pm In the meantime, you can use the chat button to interact with your fellow entrepreneurs from around the country When the session begins, please switch off your video to get best sound results. And use Google Chrome
- 2. How does this webinar work? ⢠You can see the presentation and hear me ⢠You can ask questions on chat â At the end of the session, I will answer all your queries â Please mention your name & city when you type your message ⢠This is being recorded and you will get a video recording
- 3. Digital Marketing for Startup Session 11 Website Conversion
- 4. In this Session ⢠What is website conversion ⢠Key aspects that will drive better website conversion
- 5. Website conversion Converting traffic coming to your website
- 6. Key aspects to consider Website Messaging & layout Sales Funnel Conversion Remarketing
- 7. A 1 second delay in your site speed can result in a 7% reduction in conversions. Source kissmetric Make sure your website loads super fast!
- 8. 1. Use power words. 2. Donât talk about what you do. Talk about why the customer needs you. 3. Focus on your benefits, not on what your prospect will lose if they donât use your product or service. 4. Before writing any of the real copy, write down the benefits and solutions your product/service provides. 5. Write for scanners, not for readers. People skim. Nobody really reads every word you write online. 6. Bullet points and ordered lists help a viewer recognize important points and skim better. 7. Format your text to highlight something. 8. Pictures are worth a thousand words. Especially the ones that come with graphics and text, like infographics. 9. Cut to the chase. If you can say it in a 100 words, donât take 200 words
- 9. A simple layout change of your Above the Fold can improve your conversion rates dramatically
- 11. After testing with 310,382 visitors with each variation seen by around 13,000 people, the version with a picture of Barack Obamaâs family and a âLearn Moreâ call-to-action button led to a conversion rate of 11.6% for the winning variation, a 40.6% increase over the original conversion rate which as 8.26%. The new version let to approximately 2,880,000 additional sign ups, 288,000 more volunteers, and an additional $60 million in donations over the course of the campaign.
- 12. How do we handle testimonials? They are social living proof of your success The best social proofs are :- ⢠Customer videos ⢠Customer case studies ⢠Customer stories Is your website language a manufacturer speak or a consumer benefit speak ? Do they tell a story?
- 13. What is the user path you have defined? How many clicks ? The lower the number of clicks, the better the conversion as people drop at every level You can set Goals in your Google Analytics and see the Funnel
- 14. Content Offers ⢠Webinars ⢠Free Trials ⢠Demos ⢠E-Books ⢠Contests and Sweepstakes ⢠Kits ⢠Email Subscription ⢠Courses ⢠Cheat Sheets ⢠White Papers ⢠Checklists ⢠Email Series ⢠Guides ⢠Original Research ⢠Podcasts ⢠AMAâs ⢠Presentations ⢠Templates ⢠Event ⢠Tools
- 15. Sales Funnel Conversions A landing page is like your sales man representing you in front of your user. ⢠A great user experience . ⢠Content to address all his needs in a glance. ⢠Contact form should be properly visible. ⢠You have only 10 seconds to impress him. ⢠Page should load very fast. ⢠Headline should be upfront and appealing ⢠The landing page should talk about the service you are providing boldly. ⢠Mobile Responsive.
- 16. People subscribe to Value What value can your business provide to the visitor to your website? What aspects of your business will the person agree to part with his contact details for? Why should a visitor part with his money to do business with you ? ⢠Are you the best? ⢠Are you the cheapest? ⢠Are you the most convenient? Time? Effort ?Money ?
- 17. The Pop-up lead capture
- 19. Can your business give a special offer? Use it to convert visitors into leads
- 21. Add a side bar banner advt on your site on key pages Have different offers, values shown here for visitors
- 22. Sign ups for Demoâs White Papers, Brochures , Webinars can be used for B2B business
- 23. Factors to keep in mind ⢠Donât Annoy your visitors. Use lead capture pop ups judiciously ⢠Trigger pop ups to appear only after the visitor has spent some time on your site. ⢠Pop-ups on exit can give a significant lift to the number of leads that you can get ⢠Cross-Marketing banners within your site can give leads to other businesses or services that you run.
- 24. Invest in User Tracking ⢠Segregate the communication messaging that you are giving to new vs returning visitors â Early stage leads Vs Late stage leads ⢠Cross Sell to your prospects if you have multiple service/product lines â Amazon does this beautifully! ⢠Move visitors into signing up with a great value depending on what the action they have just taken
- 25. Making your blogs sell for you Embed your sales messages or offers within your blog page. You will help convert your blog readers into actual customers and leads. Tailor make your messaging based on the blog content being read
- 26. Remarket to your site visitors ⢠Remarketing can lead to 147% higher conversion rates over time according to CMO ⢠Remarket with Facebook |Google|LinkedIn depending on your domain & category ⢠Donât have 1 size fit all communication messaging â Tailor the remarketing communication basis the content viewed or action made by the user.
- 27. In the next session ⢠We look at useful tools you can use everyday for your digital marketing ⢠Next class ? Can we do this on Wednesday the 27th ?
- 28. Question Time Join Facebook- Digital Marketing Mentoring Group https://www.facebook.com/groups/2072644232986996/
Editor's Notes
- #18: Here is an example from Zoho. When you visit their site you get to see a pop up form telling you that they will give you their premium content.
- #19: Provide something of value to users which they can download- perhaps a white paper? Perhaps your brochure ? Perhaps your secret sauce recipe ?
- #20: Perhaps your business could give a free trial offer like this one?
- #21: Or perhaps you could give away something free to capture a lead? Remember, every lead that you capture this way you are saving money that you would have otherwise poured into Google AdWords and Facebook and other channels
- #22: Another interesting way to cross sell within your website is to add a banner advt on your site in key pages giving different offers. You can test out what is working best and retain that.
- #23: If you are in the B2B business, sign ups for demos, white pagers brochures are great way to capture highly qualified prospect in the same way as Salesforce does on their site