WHY YOUR WEBSITE ISN’T CONVERTING
PowerPoint Presentation
WHY YOUR WEBSITE ISNT CONVERTING
Senior Manager, Paid Media & Community - GranularConversion Focused MarketerBlogger
WHO AM I?@MilwaukeePPC#BizExpoMKE
ABOUT GRANULAR@MilwaukeePPC
#BizExpoMKE
FOR THE SOCIAL BUTTERFLIES@MilwaukeePPC#BizExpoMKE
@MilwaukeePPC@GranularPPC#BizExpoMKE
WHY YOUR SITE DOESNT CONVERT@MilwaukeePPC#BizExpoMKE1. Poor Design2. Wording / Voice / Content3. Lack of Trust4. Call to Action Not Appealing
WHY IS DESIGN SO IMPORANT?@MilwaukeePPC#BizExpoMKE*Time Magazine May 14,2015
Our Attention Spans Are Now Shorter Than a Goldfishs*
9 SECONDS8 SECONDS
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!
DESIGN EXAMPLES OF CLEAN DESIGN@MilwaukeePPC#BizExpoMKE
DESIGN EXAMPLES OF CLEAN DESIGN@MilwaukeePPC#BizExpoMKE
DESIGN EXAMPLES OF CLEAN DESIGN@MilwaukeePPC#BizExpoMKE
DESIGN COLORS CHOSEN FOR A REASON@MilwaukeePPC#BizExpoMKE
Image courtesy of The Logo Company
MOBILE DESIGN WHY IS IT IMPORTANT@MilwaukeePPC#BizExpoMKE
MOBILE DESIGN DOES YOUR SITE LOOK LIKE THIS?@MilwaukeePPC#BizExpoMKE
MOBILE DESIGN @MilwaukeePPC#BizExpoMKEHAVING A MOBILE FRIENDLY SITE DOES NOT GUARANTEE CONVERSIONS ON MOBILE DEVICES.
MOBILE DESIGN RESPONSIVE EXAMPLE@MilwaukeePPC#BizExpoMKE
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.
MOBILE DESIGN FIELDS CODED PROPERLY?@MilwaukeePPC#BizExpoMKE
The numeric keyboard should show up for phone number and credit card fields
Asking for someones email? Make sure the @ and .com buttons are visible.
Do states, years, months, etc., have scrollable options?
CONTENT@MilwaukeePPC#BizExpoMKE
WHY IS CONTENT SO IMPORTANT?@MilwaukeePPC#BizExpoMKEdoesnt convert on your websitepeople do.
CONTENT WHY IS THIS IMPORTANT@MilwaukeePPC#BizExpoMKERanking #1 for everything means nothing if no one is converting on your website.
CONTENT ARE YOU SAYING IGNORE SEO?@MilwaukeePPC#BizExpoMKENO!!
Who says you cant 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?
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?
CONTENT STOP BEING WIKIPEDIA@MilwaukeePPC#BizExpoMKESearch Term is mil spec wire
CONTENT GET TO THE POINT@MilwaukeePPC#BizExpoMKE
I searched for new forklifts. They help me find oneimmediately.
CONTENT ANSWER PAIN POINTS@MilwaukeePPC#BizExpoMKE
What problem does this page solve for digital marketers?
CONTENT ANSWER PAIN POINTS@MilwaukeePPC#BizExpoMKEWhat problem does this page solve for people who put on trade shows for their company?
CONTENT WRITE BETTER HEADLINES@MilwaukeePPC#BizExpoMKE
CONTENT WRITE BETTER HEADLINES@MilwaukeePPC#BizExpoMKE
CONTENT EMPHASIZE VALUE MESSAGES@MilwaukeePPC#BizExpoMKE
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 countrySource http://www.gallup.com/poll/187874/americans-faith-honesty-ethics-police-rebounds.aspx
TRUST NINE GATES TO CUSTOMER COMMITMENT@MilwaukeePPC#BizExpoMKEAre 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 SolutionsOverall, can you be relied on? Safety
Do I fully understand what youre going to do for me? Comfort
Am I making the best choice vs. other choices? Superiority
Am I paying a fair price? - ValueSource Dan Kennedy: No B.S. Trust-Based Marketing
@MilwaukeePPC#BizExpoMKETRUST USE PROOF POINTS
TRUST OBTAIN AND SHOWCASE RATINGS@MilwaukeePPC#BizExpoMKESource: https://www.brightlocal.com/2015/08/20/92-of-consumers-now-read-online-reviews-for-local-businesses/
TRUST REVIEWS ON SITE@MilwaukeePPC#BizExpoMKE
TRUST WHERE TO GET REVIEWS@MilwaukeePPC#BizExpoMKE
TRUST TESTIMONIALS@MilwaukeePPC#BizExpoMKE
TRUST SHOWCASE ORGANIZATIONS@MilwaukeePPC#BizExpoMKE
TRUST WHO DO YOU WORK WITH?@MilwaukeePPC#BizExpoMKE
TRUST LAYER THOSE PROOF POINTS!@MilwaukeePPC#BizExpoMKE
TRUST LAYER THOSE PROOF POINTS!@MilwaukeePPC#BizExpoMKE
CTAs THE FINAL STEP @MilwaukeePPC#BizExpoMKE
Calls to Action. Remember the keyword here is action.
CTAs CAN USERS EVEN SEE IT? @MilwaukeePPC#BizExpoMKE
CTAs CAN USERS EVEN SEE IT? @MilwaukeePPC#BizExpoMKE
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?
CTA BUTTONS GIVE DIRECTION IN YOUR REQUEST@MilwaukeePPC#BizExpoMKE
CTA BUTTONS GUIDE THE USERS IN THE BUYING FUNNEL@MilwaukeePPC#BizExpoMKE
CTAs BUILD CONFIDENCE ONE MORE TIME@MilwaukeePPC#BizExpoMKE
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 arent a part of your main, site navigation.
Formstack Build and test endless options of forms.
Wider Funnel Conversion optimization service for enterprise level businesses.
FINAL TAKEAWAYS@MilwaukeePPC#BizExpoMKEKeep 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
YOUR WORK IS NEVER COMPLETED@MilwaukeePPC#BizExpoMKEDoes 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.
IM EASY TO FIND!@MilwaukeePPC#BizExpoMKE
@MilwaukeePPClinkedin.com/in/joemartinezppc