conversion science brian massey and heather lloyd martin

Th N ti l C i Q iThe National Conversion QuizThe Science of OnlineThe Science of Online

Sales ConversionBrian Massey

Heather Lloyd MartinHeather Lloyd Martin

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SuccessWorks overviewSuccessWorks overview- First SEO copywriting agency - since 1999.

- Based in PDX - and speak worldwide about SEO content best practices.

- Create content, set strategy and conducts SEO content development training sessionsdevelopment training sessions.

- Developed the online SEO Copywriting Certification course, certifying in-house and freelance copywriters in SEO copywriting best practices.

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The Five O’s ofB i M

OLD

Brian Massey

Out ThereOLDFifteen years online marketing experience

N ti l S k

OpinionatedOut ThereNational Speaker

Columnist for ClickZ and Search Engine Land

OCDpColumnist for ClickZ and Search Engine Land

Obsessive Conversion Disorder

Open for BusinessAnalyze Web sites of businesses of all sizes

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ReviewReview

Wh B H tGoogle AdSearch

Why Bounce HurtsGoogle AdPR

Referral

Networking

Social Media

$6 Acquisition Cost

Wh B H tGoogle AdSearch

Why Bounce HurtsGoogle AdPR

Referral

Networking

Social Media

$3 Acquisition Cost

TheTwo Keys toTwo Keys to Conversion

Quality TrafficQuality TrafficQ yQ yhttp://www.sxc.hu/profile/rolve

Relevant KeywordsRelevant Keywords

Good Good SEOSEO

Effective CopyEffective Copy

Quality TrafficQuality TrafficQ yQ yhttp://www.sxc.hu/profile/arki

Relevant Site ContentRelevant Site Contenthttp://www.sxc.hu/profile/bizior

FindableFindable

DigestibleDigestiblegg

FlexibleFlexible

Relevant ContentRelevant Contenthttp://www.sxc.hu/profile/bizior

Who determines what isWho determines what isWho determines what isWho determines what is

FindableFindable

DigestibleDigestible

FlexibleFlexible

Relevant?Relevant?

Your ConsumersYour Consumers

http://www.sxc.hu/profile/asifthebes

The Great Secret of ConversionThe Great Secret of Conversion

You’re talking toYou re talking to

PEOPLE

The QuizStandardized

How Do You Calculate “C i R t ?”“Conversion Rate?”

a) 2πrb) New Leads / Unique Visitorsc) New Customers / Unique Visitors) qd) Kill time on Friday afternoon

b) New Leads / Unique Visitors

d) N C t / U i Vi itd) New Customers / Unique Visitors

Qualified prospects icome to my site to:

a) Learn about my companya) Learn about my companyb) Solve a problem) L b tc) Learn about my

products or servicesd) Kill time on Friday afternoon

b) Solve a problem

d) H i ti t kill F id ft

Which may include

d) Having time to kill on Friday afternoon

Clients love companies that can solve th i bltheir problems

Show your prospects you understand th i i i t

- What are the benefits of working with you - and why are those benefits

their pain points

What are the benefits of working with you and why are those benefits important to your target audience?

- What specific objections do you have to overcome?

- What is your competition doing and how do you position your company within your local or national marketplace?

- What tone and feel should you use to resonate with your audience

How you say what you say is extremely important

http://www.sxc.hu/profile/hamletnchttp://www.sxc.hu/profile/pepo

When you’re writing copy, who should you be writing for?who should you be writing for?

a) The search enginesa) The search enginesb) People just like mec) Qualified prospectsd) Everyone

a) The search enginesa) The search enginesAND

d) Qualified prospects

Understand your target audienceUnderstand your target audience

Get inside your customers’ headsAsk yourself:

Who is your target audience (hint: it’s not “everyone ”)

y

- Who is your target audience (hint: it s not everyone. )

- Do you have multiple target audiences?

- How old is your typical buyer/reader?

- What level of education have they reached?

- What are their average income levels?

- What are their hopes, fears and desires?

Yes, include keyphrases - but don’t t ff th f ll f th !stuff the page full of them!

Your “Default” Persona

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Break Brad into his individual pieces and market to them

What should you do after creating i it ?your visitor persona?

a) Drink a frosty beveragea) Drink a frosty beverageb) Research your keyphrasesc) Check out competing websitesd) Immediately start writing

b) R h k hb) Research your keyphrases

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If customers can’t find you online, h t?how can your copy convert?

Keyphrase Research Tools Include:

• WordStream (www.wordstream.com)*** NEW

yp

• Wordtracker (www.wordtracker.com)

• Keyword Discovery (www.keyworddiscovery.com)

• Twitter Search (search.twitter.com)

Keyword research is the foundation of your SEO success. If the client doesn’t provide keyphrases, do the research or ask the li t f th i f ticlient for the information.

Which of the following headlines would appeal to someone looking to pp g

solve a problem?

a) “ReducO® will slash your monthly expenses by up to 50% within 30 days”expenses by up to 50% within 30 days

b) “We are the leader in expense-cutting solutions”solutions”

c) “The expense-cutting difference!”d) “Welcome”

a) “ReducO® will slash your monthly expenses by up to 50% within 30 days”

Let’s compare: Quickenp Q

Let’s compare: Mint.comp

What is your first opportunity for conversion?conversion?

a) Home pageb) Search engine results pagec) Landing pagec) Landing paged) When a prospect calls your company

after visiting your siteafter visiting your site

All of the AboveAll of the Above

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Which listing would you rather click?click?

Titles serve a dual purpose

• Well-written Titles paired with t t t h l

p p

strong content helps pages position well.

• “Clickable,” compelling Titles tempt your prospects to click on your link over others on the SERP.

Which of the following calls to action is more likely to y

generate a lead?

a) “Sign up for a free 30 minute consultation”

b) “Contact Us”)c) “Sign up for our newsletter”d) “Learn More”d) Learn More

a) “Sign up for a free 30 minute consultation”

Specificity is the Hallmark of Conversion

“Clarity trumps persuasion”Dr Flint McGlaughlin-- Dr. Flint McGlaughlin,

Marketing Experiments

What is the most effective way to answer a visitor’s questions?answer a visitor’s questions?

a) Articlesa) Articlesb) White Papersc) Blog Postsd) Video

All of the above

Keyphrases can uncover what your customers are wondering aboutcustomers are wondering about

Make/model search

Purchase

Reviews, blog posts, brand/feat res comparison

Research

brand/features comparison

G l hi k hAwareness

General overarching keyphrases

Where is the best place to send visitors who click on ads or links in emails?who click on ads or links in emails?

a) Home Pagea) Home Pageb) Landing Pagec) Competitor’s Sited) Any page that delivers on your promise

Any page that delivers on your promise

What is the easiest way to deliver on a specific ad or email promise?

Develop a Landing PageDevelop a Landing Page

SummarySummaryConversion is the science of turning g

visitors into leads and sales.High conversion rates lower marketing costsCopy is important. We are converting PEOPLE

Keywords drive qualified prospects to o r siteto your site

Be specific in your offers. Develop PersonasDevelop Personas.

Use Landing Pages for ads, email and other advertising

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Heather Lloyd-Martin

heather@seocopywriting comheather@seocopywriting.com

www.SEOCopywriting.com

(503) 922-3627

T ittTwitter:

http://twitter.com/heatherlloyd