Why Your Website Isn't Converting
- 1. WHY YOUR WEBSITE ISN’T CONVERTING
- 2. • Senior Manager, Paid Media & Community - Granular • Conversion Focused Marketer • Blogger WHO AM I? @MilwaukeePPC #BizExpoMKE
- 4. FOR THE SOCIAL BUTTERFLIES @MilwaukeePPC #BizExpoMKE @MilwaukeePPC @GranularPPC #BizExpoMKE
- 5. WHY YOUR SITE DOESN’T CONVERT @MilwaukeePPC #BizExpoMKE 1. Poor Design 2. Wording / Voice / Content 3. Lack of Trust 4. Call to Action Not Appealing
- 6. WHY IS DESIGN SO IMPORANT? @MilwaukeePPC #BizExpoMKE *Time Magazine – May 14,2015 Our Attention Spans Are Now Shorter Than a Goldfish’s* 9 SECONDS 8 SECONDS
- 7. POOR DESIGN – WHAT DO YOU WANT THE USER TO DO? @MilwaukeePPC #BizExpoMKE There are over 30 different things a user can do on this page right now!
- 8. DESIGN – EXAMPLES OF CLEAN DESIGN @MilwaukeePPC #BizExpoMKE
- 9. DESIGN – EXAMPLES OF CLEAN DESIGN @MilwaukeePPC #BizExpoMKE
- 10. DESIGN – EXAMPLES OF CLEAN DESIGN @MilwaukeePPC #BizExpoMKE
- 11. DESIGN – COLORS CHOSEN FOR A REASON @MilwaukeePPC #BizExpoMKE Image courtesy of The Logo Company
- 12. MOBILE DESIGN – WHY IS IT IMPORTANT @MilwaukeePPC #BizExpoMKE
- 13. MOBILE DESIGN – DOES YOUR SITE LOOK LIKE THIS? @MilwaukeePPC #BizExpoMKE
- 14. MOBILE DESIGN @MilwaukeePPC #BizExpoMKE HAVING A MOBILE FRIENDLY SITE DOES NOT GUARANTEE CONVERSIONS ON MOBILE DEVICES.
- 15. MOBILE DESIGN – RESPONSIVE EXAMPLE @MilwaukeePPC #BizExpoMKE
- 16. MOBILE DESIGN – FORMS TOO LONG @MilwaukeePPC #BizExpoMKE Notice that there are more fields above and below what you can see. Remember people online are lazy.
- 17. MOBILE DESIGN – FIELDS CODED PROPERLY? @MilwaukeePPC #BizExpoMKE • The numeric keyboard should show up for phone number and credit card fields • Asking for someone’s email? Make sure the @ and .com buttons are visible. • Do states, years, months, etc., have scrollable options?
- 19. WHY IS CONTENT SO IMPORTANT? @MilwaukeePPC #BizExpoMKE …doesn’t convert on your website… …people do.
- 20. CONTENT – WHY IS THIS IMPORTANT @MilwaukeePPC #BizExpoMKE Ranking #1 for everything means nothing if no one is converting on your website.
- 21. CONTENT – ARE YOU SAYING IGNORE SEO? @MilwaukeePPC #BizExpoMKE NO!! • Who says you can’t write non-boring content and still optimize it for search? • Google is getting much better at understanding context. • Google also looks for original content. • So what should I do Joe?
- 22. CONTENT – STOP BEING WIKIPEDIA @MilwaukeePPC #BizExpoMKE If someone is already on your website, most likely they know what you do, but do they know why they should choose you?
- 23. CONTENT – STOP BEING WIKIPEDIA @MilwaukeePPC #BizExpoMKE Search Term is “mil spec wire”
- 24. CONTENT – GET TO THE POINT @MilwaukeePPC #BizExpoMKE I searched for “new forklifts.” They help me find one…immediately.
- 25. CONTENT – ANSWER PAIN POINTS @MilwaukeePPC #BizExpoMKE What problem does this page solve for digital marketers?
- 26. CONTENT – ANSWER PAIN POINTS @MilwaukeePPC #BizExpoMKE What problem does this page solve for people who put on trade shows for their company?
- 27. CONTENT – WRITE BETTER HEADLINES @MilwaukeePPC #BizExpoMKE
- 28. CONTENT – WRITE BETTER HEADLINES @MilwaukeePPC #BizExpoMKE
- 29. CONTENT – EMPHASIZE VALUE MESSAGES @MilwaukeePPC #BizExpoMKE
- 30. TRUST – WHY IS IT IMPORTANT? @MilwaukeePPC #BizExpoMKE Dec. 2015 Gallup Poll: Advertising practitioners, Car salespeople and Telemarketers were voted some of the least trusted professions in the country Source – http://www.gallup.com/poll/187874/americans-faith-honesty-ethics-police-rebounds.aspx
- 31. TRUST – NINE GATES TO CUSTOMER COMMITMENT @MilwaukeePPC #BizExpoMKE • Are you “for real?” – Authenticity • Are you telling me the truth? – Believability • Are you knowledgeable and competent? – Credibility • Are you appropriate for me? – Feasibility of Relationship • Are you listening or just peddling? – Customized Solutions • Overall, can you be relied on? – Safety • Do I fully understand what you’re going to do for me? – Comfort • Am I making the best choice vs. other choices? – Superiority • Am I paying a fair price? - Value Source – Dan Kennedy: No B.S. Trust-Based Marketing
- 32. @MilwaukeePPC #BizExpoMKE TRUST – USE PROOF POINTS
- 33. TRUST – OBTAIN AND SHOWCASE RATINGS @MilwaukeePPC #BizExpoMKE Source: https://www.brightlocal.com/2015/08/20/92-of-consumers-now-read-online-reviews-for-local-businesses/
- 34. TRUST – REVIEWS ON SITE @MilwaukeePPC #BizExpoMKE
- 35. TRUST – WHERE TO GET REVIEWS @MilwaukeePPC #BizExpoMKE
- 36. TRUST – TESTIMONIALS @MilwaukeePPC #BizExpoMKE
- 37. TRUST – SHOWCASE ORGANIZATIONS @MilwaukeePPC #BizExpoMKE
- 38. TRUST – WHO DO YOU WORK WITH? @MilwaukeePPC #BizExpoMKE
- 39. TRUST – LAYER THOSE PROOF POINTS! @MilwaukeePPC #BizExpoMKE
- 40. TRUST – LAYER THOSE PROOF POINTS! @MilwaukeePPC #BizExpoMKE
- 41. CTAs – THE FINAL STEP @MilwaukeePPC #BizExpoMKE Calls to Action. Remember the keyword here is action.
- 42. CTAs – CAN USERS EVEN SEE IT? @MilwaukeePPC #BizExpoMKE
- 43. CTAs – CAN USERS EVEN SEE IT? @MilwaukeePPC #BizExpoMKE
- 44. CTAs – ARE YOU TELLING PEOPLE TO SUBMIT? @MilwaukeePPC #BizExpoMKE Do you like to be told to submit to someone else? No? Then why would you ask your customers to submit?
- 45. CTA BUTTONS – GIVE DIRECTION IN YOUR REQUEST @MilwaukeePPC #BizExpoMKE
- 46. CTA BUTTONS – GUIDE THE USERS IN THE BUYING FUNNEL @MilwaukeePPC #BizExpoMKE
- 47. CTAs – BUILD CONFIDENCE ONE MORE TIME @MilwaukeePPC #BizExpoMKE
- 48. TOOLS TO HELP YOU OPTIMIZE YOUR SITE @MilwaukeePPC #BizExpoMKE Optimizely – Multivariate A/B testing on your current website. No new pages need to be created. Unbounce – Create dedicated landing pages that aren’t a part of your main, site navigation. Formstack – Build and test endless options of forms. Wider Funnel – Conversion optimization service for enterprise level businesses.
- 49. FINAL TAKEAWAYS @MilwaukeePPC #BizExpoMKE • Keep your designs simple. Emphasize the action you want the user to take on the site. • Pull back on explaining what you do. Show users on your site why they should do business with your company. • Build trust with your target audience. Not only will you get more immediate sales, but lifelong trust builds strong brands. • Use call-to-actions that directly tell the user what action you want them to take. Guide your users to goal completions. • One more thing…
- 50. YOUR WORK IS NEVER COMPLETED @MilwaukeePPC #BizExpoMKE • Does your site have a 100% conversion rate? Then you still have work to do. • Digital marketing will NEVER be a “set and forget” model. This industry moves too fast.
- 51. I’M EASY TO FIND! @MilwaukeePPC #BizExpoMKE @MilwaukeePPC linkedin.com/in/joemartinezppc