web marketing 301
TRANSCRIPT
Web Marketing 301Conversion optimization and ROI
What are we talking about?How to maximize the traffic your website receives and measure ROI.
Why are you here?So you can learn how to make better decisions for your business.
Who am I?My name is Jason Stanley, I’ve been designing and marketing
websites since 1997, and I am the managing director of Real Green
Analytics.
What is RGA?Real Green Analytics, also known as Coalmarch, is the digital
marketing division of Real Green. We produce BackOffice and
LeadBuilder.
Why are there Legos here?Because Legos are awesome. Also, we want you to have some fun
today! This is a lot of information, but it doesn’t have to be scary!
Owner action!If you see Batman, it means there is a practical action you can take
to help improve your online marketing, so keep an eye out for him!
Ready to get started?
Hold on to your pants!
Visibility & conversion.
Visibility & conversion.
Conversion.
Think about this.
1000 visitors per month.
20 leads.
20/1000 = .02
2% conversion rate.
Conversion optimization.
1000 visitors at 4%= 40 leads
2000 visitors at 2%= 40 leads
What is it, exactly?
Elements of conversion.
Messaging and usability.
Messaging and usability.
Messaging and usability.
What are you selling?
Products and services?
Nope.
Solutions to their needs.
A man who goes into a hardware store to buy a
quarter inch drill bit does not need a quarter inch
drill bit...
he needs a quarter inch hole.
–unknown source
Proposition.
Why buy lawn care?
Because they care about how
their lawn looks.
They can have different reasons
for doing so.
What’s stopping them?
Time, effort, know-how.
Translate it!
Want a great looking lawn but don’t have the
time?
Want a great looking lawn but don’t have the
time?
Get the lawn of your dreams from the
professionals.
Want a great looking lawn but don’t have the
time?
Get the lawn of your dreams from the
professionals.
Don’t know what fertilizer to use this year?
Want a great looking lawn but don’t have the
time?
Get the lawn of your dreams from the
professionals.
Don’t know what fertilizer to use this year?
Tired of seeing weeds in your yard?
Make it match.
Get their attention!
Get their attention!
a. Be specific
Get their attention!
a. Be specific
b. You-oriented
Get their attention!
a. Be specific
b. You-oriented
c. Clear benefit
Get their attention!
a. Be specific
b. You-oriented
c. Clear benefit
d. Immediate gain
Get their attention!
Keep them engaged!
a. Will it work?
Keep them engaged!
a. Will it work?
b. Does it meet my needs?
Keep them engaged!
a. Will it work?
b. Does it meet my needs?
c. Does it have a proven track
record?
Keep them engaged!
a. Will it work?
b. Does it meet my needs?
c. Does it have a proven track
record?
d. Do they serve my area?
Keep them engaged!
a. Will it work?
b. Does it meet my needs?
c. Does it have a proven track
record?
d. Do they serve my area?
e. Is this the best price?
Keep them engaged!
Resolve concerns.
Be proactive!
Show evidence.
Call them to action.
Call them to action.
So now you have
the perfect page, right?
NO!
You need to test.
Measuring Conversion ROI
What have you learned?
Talk about your customer.
Focus on benefits.
Guide your prospect.
Test, test, test.
THANK YOU!
Jason StanleyManaging Director, Real Green Analytics
Get a free assessmenthttp://www.realgreen.com/experts
Get in touch!twitter: @jasonmstanley
linkedin: www.linkedin.com/in/jasonmstanley/
email: [email protected]
Questions?