seo & conversions 7.25.10
TRANSCRIPT
Turning Web Visitors into Buyers
Designing Your Site for Conversion Rate Optimization (CRO)
Presented by Josh Ward
The Contest
You will need:
A desire to win a great book.
What is Search Engine Optimization (SEO)?
SEO is communicating clearly to Google and site visitors what you are
about and that you are impor tant
Conversions
A Conversion is when a website visitor does something that you want
them to do
CRO Fact Check
In 2001 the average conversion rate was 1.4%.
Now, 9 years later, it’s 1.9%.
What is a Conversion?
"Conversion rate is a measure of your ability to persuade
visitors to take the action you want them to take. It's a
ref lection of your effectiveness and customer satisfaction. For
you to achieve your goals, visitors must f irst achieve theirs."
--Jeffrey Eisenberg, Waiting for Your Cat to Bark?
How to Get a Conversion
Be Relevant.Be Credible.Be Easy.
What Visitors Want to Know
Is it Relevant?:Is this what I expect to see?Do they offer what I want?
Is it Credible?:Do they know what they’re talking about?Do other people like them?
Is it Easy?:What should I do now?How do I contact the company?
Conversion Goals
3 Major Types of Sites =
3 Different Conversion Goals
eCommerce Conversion
Lead Gen Conversion
Ad Conversion
CRO - The Basics
•Bring visitors to relevant, targeted pages•Get to the juicy bits•Clear & Concise headline•Remove clutter & navigation•Minimal reading - provide a link to more detail instead•Establish Trust
What elements should we put on landing pages to
establish trust?
Trust - Site consistency with ad
Destroy Trust - Complete Disconnect
Whaaaaat?
Trust - Show a Phone Number
Trust - Credibility Images
Trust - Testimonials
LPO - PreFlight
•Does the form work? •Quality Assurance (links, IE 6 errors, etc.)•Can the server handle it?•Lots of eyeballs
•7-second rule (6 second, 5, 4...)
PreFlight - 7 Second Game
5 Questions
1.Who is the company?2.What are they trying to sell?3.Which ones get free shipping?4.What is the main Call to Action?5.Name one secondary Call to Action.
Tweet: @volacci #dcnyc8
Answers
•Who is the company?•What are they trying to sell?•What is the main Call to Action?•Secondary Calls to Action?•Which ones get free shipping?
PreFlight - 6 Second Game
5 Questions
1.Who is the company?2.What are they trying to sell?3.What is the average savings?4.What is the main Call to Action?5.Name one other option.
Tweet: @volacci #dcnyc8
Answers
•Who is the company?•What are they trying to sell?•What is the main Call to Action?•Secondary Calls to Action?•What is the average savings?
PreFlight - 5 Second Game
5 Questions
1.Who is the company?2.What are they trying to sell?3.What is the offer?4.What was the dollar amount to get free shipping?5.What is the Call to Action?
Tweet: @volacci #dcnyc8
Answers
•Who is the company?•What are they trying to sell?•What is the offer?•Dollar amount for free shipping?•What is the Call to Action?
PreFlight - 4 Second Game
5 Questions
1.Who is the company?2.What are they trying to sell?3.What is the offer?4.What am I supposed to do?5.What is the Call to Action?
Tweet: @volacci #dcnyc8
Answers
•Who is the company?•What are they trying to sell?•What is the offer?•What is the Call to Action?
?•What am I supposed to do?
And the winner is...
questions/feedback: @benf inklea / [email protected]
ABCD - Always Be Collecting Data
•Leads•Checkout•eMails•Newsletter Sign ups•Phone Calls
What should you test?
How A/B Testing Works
A B
2% 98%
1000 Visitors
3% 97%
500 V
isitor
s 500 Visitors
50% Improvement!
Installing Website Optimizer
Google.com/websiteoptimizerDrupal.org/project/google_website_optimizer
Why SEO?
SEO magnetically attracts buyers who are highly motivated to do business
with you now.
Drupal SEO
Why Drupal for SEO?
Conf igurableEasy to UseClean CodeEasy Integration with 3rd Par ty ToolsFights Spam
Landing PagesBreadcrumbsCommunity FeaturesThriving ecosystemReady for the semantic web
Why Drupal for Conversions?
Drupal enables fantastically gorgeous websites that conver t visitors into
paying customers
Drupal SEO
Then shouldn’t we do SEO & Conversions on every Drupal website we
touch?
questions/feedback: @benf inklea / [email protected]
“Anyone Can Cook.” -Chef Gusteau
“Anyone Can Drupal SEO.” -Ben
Drupal SEO Modules
• Global Redirect
• Google Analytics
• HTML Purif ier
• Mollom
• MetaTags (aka Nodewords)
• Page Title
• PathAuto
• Path Redirect
• Scheduler
• Search 404
• Drupal SEO Checklist
• New XML Sitemap
• Sitemap (Plain Text)
Drupal SEO Checklist
http://drupal.org/project/seo_checklist
2 Free Chapters + Bonus: Volacci.com/seminar
More Drupal SEO Modules I Like
questions/feedback: @benf inklea / [email protected]
Validation
Taxonomy Title
Menu Attributes
Apache Solr
Open Calais
More Like This
Google Website Optimizer
SEO Friend
Drupal is the best platform on the planet for SEO!
“What if I do all that
and the site is still not making money Online?”
Volacci SEO Program
We wrote the book on Drupal SEO
Over 95% of clients achieve positive ROI within 1 year
We focus on both traff ic and conversions
Track record of success - HP, Acquia, Amazon, Inc Mag., eBay, service companies, ecommerce, etc.
Not time consuming (for you)
Volacci partner Program
• Drupal Designers/Dev/Programmers
• Get 5-10% referral fee each month
• Drop-ins for proposals & custom proposals
• Get up to 50% off your own SEO
• Awesome newsletters & free stuff
Drupal is the best platform on the planet for SEO!
Q&A
Get 2 free Chapters & Ben’s Ultimate
Drupal SEO Module List:
questions/feedback: @benf inklea / [email protected]
Volacci.com/seminar