7 Easy Ways to Make Your Site Read Minds

Site Personalization:

7 Easy Ways to Make Your Site Read Minds

@keywordcatcher

Bart OlsonDir. Business DevelopmentKeyword Catcher

Hello there.

..and the time of day where they are

This is how most websites handle this traffic

This is what Keyword Catcher does

This is what your site should do

Welcome to the adaptable web.

It’s all around you.

Don’t believe me?

Go search for “askew” in Google and see what happens

Analytics Are Easy to Come By

around segments

Personalize site content

Help people find what they’re looking for

Capture customer data to create segments

Actionable Analytics are Critical

feel closer to the brand

feel welcomedquickly buy online

Summary

You should grab customer intent and shift site content to match it.

Allow your site to listen and respondto customers.

Shorten the path to your goal.

The result is increased conversion and revenue.

A B

Is your site good at selling?

What makes a good salesman?

3. Give them the shortest, quickest path to filling their need

1. Ask questions 2. Find out the customer’s need

A B

Your most important salesman is your website.

Every day customers are asking your website questions,but it isn’t listening and it isn’t responding.

VIRTUAL INTERACTION

1.

Origins.com example

Search begins, Google suggests

is origins all natural

Click #1 search result Land on the home page

After 1 second delay, cognitive drift begins.

You have max 5 seconds to capture them.

Instead of this.... You get this.

Other sales-cycle questions you could address

Search begins, Google suggests

are michelin tires the best

Click #3 search result (michelinman.com)

User lands on home page

Instead of giving them this tire selector when they land....

Yes. Michelin tires are the best.

You can directly respond to a user’squestion from the search bar thatbrought them to your site.

You can trigger the best imageto address the user’s position in the salescycle when they land on your site.

Why not answer their question?

KEYWORDMIND READING

2.

Backcountry.com example

womens hiking gear

Instead of this.... You get this.

But I’m doing mostly PPC advertising, I’m not focused on Organic Search....

100% See This.

50% See This.

50% See This.

10% See This.(world’s mostvaluable real

estate)

Backcountry.com using PPC

best rainwear for women

Click #1 PPC Land on this page

Instead of this.... You get this.

Don’t make them hunt.

iphone headphones

User searches for “iphone headphones”

Click on Search link to

Skullcandy.com

Instead of this........

Keyword Catcher grabs “iphone” keyword and optimizes home page.

User searches for “middlebury spanish immersion”

Click on link to mmla.middlebury.edu

Without personalization:

With personalization:

With customized content based on user searches and online behavior, we’ve often seen online conversion rate increase by

20%

CUSTOMIZED FOR

SOCIAL MEDIA

3.

Different social media channels send you different kinds of traffic.

So why wouldn’t you change your site to cater to each of them?

PERSONALIZEDTO

REFERRAL SITES

4.

Refferal sites send vastly different types of traffic.

Why not cater to them differently on your site?

For instance. A flower shop gets visitors from:

Mortuary

College

Party Planner

Dating Site

Mommy Blog

Corporate Event PlannerHigh School

Each channel can be identified by referral sites.

Each type of visitor can get a customized experience.

around segments

Personalize site content

PERSONALIZE SITE TO

USER’S TIME OF DAY

5.

Your visitors behave differently in the morningthan they do at night.

Why not make your site adapt to their time of day?

ADAPT TO USER’S LOCATION

6.

Michelin.com example

International users are all directed to this page

Every click loses 50% of your traffic, so why not give them this?

Keyword Catcher detects user’s location and shows their country.

LanierLaw.com example

57

58

59

ALWAYS BE TESTING

7.

61

Multivariate split testing removes guesswork in online marketing.

Quite simply, if you’re not using it, you’re missing out onextra online revenue.

62

Quick example: LexingtonLaw.com

63

64

New message tested

65

This is the message that mattered most to visitors.

This message converted bestevery time.

Hundreds of combinations and tests revealed that the original home pagealways converted better. This went against a lot of assumptions.

WINNERTRUST

What should you track?

• Conversion rate

• Bounce rate

• Exact revenue increase

• Average order value

• Items purchased

• Page views

Benefits of the 7 Mind Reading Techniques

• Conversion rate up

• Bounce rate down

• Better website stickiness

• Personalize the experience

• Less blind fishing

• Put your analytics to work quickly and easily

• Real-time. Respond to trends faster than the competition

• Test new content on specific segments of the audience

• Leverage social media data to personalize content

Thank You.

@keywordcatcher

Bart OlsonDir. Business DevelopmentKeyword Catcherbart@keywordcatcher.comkeywordcatcher.com