Grow Your Business

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Grow Your Business: How your website and social media can be the perfect collaboration. Laura Pearse Founder, Pique bepique.com [email protected]

Transcript of Grow Your Business

Today we’ll discuss:

Find this deck at bepique.com/smbm

• This is Social Media Breakfast — but I’m going to talk websites. Chances are at some point your socials drive to your site. What happens then? Is it primed to be the perfect collaboration?

• Thinking of your website as a product (+ not a brochure)

• What this means for ongoing growth (+ why it is vital)

• 10 Website Musts

• What works best? Calls from mobile.

• Focus double the energy on it to supercharge

• Focus on showing up on first page of search

LOCALLY + 50 miles

• When they click, new landing page loads fast, is

perfected for mobile, is simple with concise

messaging, and has easy “click to call us” CTAs

Local Plumber

Did it drive growth?

• What works best? Socials driving people there,

adding to cart, starting checkout.

• Checkout experience is intuitive and seems easy

• Notice the $ threshold - could it be it shipping?

• Test offering free shipping with purchase of $50 or

more rather than $100 or more

• Watch sales, what happened?

Shoe Brand

Did it drive growth?

• What works best? Email list. Reminder of on-sale

morning of gets the most clicks + conversions

• Largest spike in sales within the first 3 hours

• Send a second email only to people who have not

bought tickets that day after 5 hours to notify them

of low ticket alert

• Take anything unnecessary off ticket page

Venue / Event Space

Did it drive growth?

2. Test SomethingLike the examples we talked about — what is one easily implemented thing you can test before the holidays?

No budget, no implementation cost, come up with and test one piece of the site that has the most impact on the bottom line.

Example: Shipping threshold. Took 3 minutes to implement, no dev costs and time evaluating but BIG impact on bottom line and evolution of the site over time.

3. Grunt TestIf a caveman took a quick look at your website, would he be able to grunt what it is that you offer?

• Show someone your website for 5 seconds and then shut the computer. • “Who are we? What do we offer?” • “How will it make your life better, different, solve a problem?” • “What do you need to do to buy it, get started, sign up, etc.?” • Bonus: “How would you describe us to a friend?”

We need to be concise and make the main thing the main thing.

But how?

3. Grunt Test - Tell Your Brand StoryHow much is a confusing website costing you?

Include: • An effective, short, easy to understand tagline • An obvious call to action (lead with your dominant revenue stream) • Visually show the success your customer will experience because

they bought your product or interacted with your service

Resource: Donald Miller’s StoryBrand Resources Visit 5minutemarketingmakeover.com (free)

5. You’ll probably need to optimize Images (everyone does)

Images are a huge part of web design — and are really effective.

It’s one of the easiest page speed improvements you can make. If you are not optimizing your images before you load them on your website, you’re impacting page speed.

Resource: My favorite image optimizer (free) https://imageoptim.com/mac (other versions available) *There are also Wordpress, Drupal, Shopify, etc. platform plugins and apps that work really well. Most are paid, but low cost. Email me the platform you’re on and I’ll send you my favorite image optimization to check out.

7. Font Size CheckHow small is your type? How long are your paragraphs?

Think not only if it is legible on all devices, but is it readable? Is it skim-able?

This one is super easy to implement and a cool test. Make sure you have analytics configured and then watch time spent on certain pages, time spent on site, bounce rate, mobile bounce rates, scroll rates, etc.

8. Showcase ReviewsAre people talking about you? Cool!

Show them off in a clean, elegant way throughout your site. Testimonial pages are great, but even better to integrate customer reviews, great tweets, Instagram photos, and testimonials throughout the pages people are already looking at.

Where can you embed these feeds or posts on your site?

10. Go CrazyWith Crazy Egg - Install it (one line of code) and turn on what they call snapshots. This one’s paid but can give you key insights.

Start gathering data you can use. Even if you don’t do anything with it until after the holidays, you’ll have a gold mine of data ready after a few months.

My favorite: Scroll Maps See who actually sees that content at the bottom of the page.

Resource: Crazy Egg (free for 30 days, then from $9/month) https://www.crazyegg.com/