Listening to Your Customers' Wants - Adam Melson - SearchLove Boston
87
@adammelson Listening to Your Customers’ Wants to Achieve Their Needs
Transcript of Listening to Your Customers' Wants - Adam Melson - SearchLove Boston
@adammelson
Listening to Your Customers’ Wants to Achieve Their Needs
3@adammelson
– Listening to Customers– Addressing Needs– Moving Outside of Checkbox SEO
@adammelson
But really, I want to share a strategy that recouped $14,000 in a few hours.
@adammelson
How to convince a CEO to take action that instant.
@adammelson
How 60 minutes can earn you 10% or more via your potential/existing customers.
@adammelson
How to bring $225,000 back to your bottom line.
@adammelson
Who is creating content?
Content
Everyone
@adammelson
Funny. Check.
WWJD For A Kegorator
@adammelson
Clickbait
The Airforce Has Its Own Batman
Zombie Caterpillars Rain Death From Treetops
Zoo Chimp Makes Elaborate Plots To Attack Humans
@adammelson
What are we creating?
Content
Content Mill Whatever I thinkThoroughly Researched
@adammelson
WEEEEEEEEEEEEE
@adammelson
Shouting Content
http://www.ebay.com
@adammelson
Shouting ContentMarch 2014 Blog Posts:
22
Posts With Comments: 1/22
@adammelson
- John Wayne
“You’re short on ears and long on mouth.”
http://media.photobucket.com/user/aartt/media/store/photograph/johnwayne.jpg.html?filters[term]=john%20wayne&filters[primary]=images
@adammelson
Where is the VALUE?
@adammelson
A long time ago in a place in the middle of PA…
http://www.themoreyouknow.com//
@adammelson
1. Emotional Triggers
2. Penalties
3. Conduct Further Reseach
@adammelson
Results:
1. Felony +41%
2. Caught +160%
@adammelson
Pennsylvania has a $91 Billion Insurance Market
@adammelson
How do we better empathize with customers?
@adammelson
• Got The Rankings
• Got The Traffic
• No Conversions? Well I did my job, so…
@adammelson
Where are my results?
@adammelson
@bjcottam
@alisa_scharf
@ziesslerk
@adammelson
What about that $14,000 and that $225,000?
@adammelson
Listen outside the internet
@adammelson
Boss or client may be skeptical
@adammelson
What We Heard
Adults Calling About Kid Shows & What’s Popular
Customers calling about
GB usage & what caused an overage charge.
@adammelson
What We Really Heard
Content gap on website for adults to evaluate/select kid shows.
Content gap around what activities cause data usage to spike.
@adammelson
Make the Case
a. There’s search volumeb. Site traffic will increasec. Maybe some will
convert
@adammelson
Make the Real Case
Reduce Call Center Cost 5%
$1/minute for a call center.
@adammelson
This is the case.
I believe if we create this content, we’ll increase site traffic that may or may not convert, but it will save roughly
$14,000 each year in call center costs.
@adammelson
Move From Content To Conversion Process
@adammelson
Your competitors are easier.
35@adammelson
STEP 1
STEP 2
STEP 3
Homepage Sign Up (there are two of the same calls to action on homepage, above the fold); allows user to input email, username, and password before clicking “Sign Up”
User Receives Email (one line of copy, one button to
confirm)
User Fills out form about their company (i.e number of
subscribers); *checkbox allows users to opt into newsletter;
User already in the interface, can begin working immediately
36@adammelson
Homepage Click “Sign Up for $1”
Pricing (/order.htm) User fills out form
“Thanks For Your Order!” User clicks on $XXX
Upgrade
“Thanks for Your Order” User
clicks “No Thanks”
There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold.
OR
STEP 1
STEP 2
STEP 3
!
37@adammelson
Homepage Click “Sign Up for $1”
Pricing (/order.htm) User fills out form
“Thanks For Your Order!” User clicks on $37.00
Upgrade
“Thanks for Your Order” User
clicks “No Thanks”
STEP 4 Receipt Page User Clicks “Click Here” to Customize Your Password.
Receipt Page User checks their email.
There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold.
OR
Broken.OR
STEP 1
STEP 2
STEP 3
!
!
38@adammelson
Homepage Click “Sign Up for $1”
Pricing (/order.htm) User fills out form
“Thanks For Your Order!” User clicks on $37.00
Upgrade
“Thanks for Your Order” User
clicks “No Thanks”
STEP 4
STEP 5
Receipt Page User Clicks “Click Here” to Customize Your Password.
Receipt Page User checks their email.
User Receives 3 Emails:1. “Customer Support: Account is ready “
email user copies login name and password from email, types in www.example.com , and logs in
2. Billing Receipt
3. “Confirm Your Subscription” email user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page
There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold.
OR
Broken.
There will be 3 separate emails.
OR
STEP 1
STEP 2
STEP 3
There is no click-through link
There is a click through to login, but they must refer to previous email to obtain login information and password
!
!
Could be confusing to user
!
!
!
!
39@adammelson
Homepage Click “Sign Up for $1”
Pricing (/order.htm) User fills out form
“Thanks For Your Order!” User clicks on $37.00
Upgrade
“Thanks for Your Order” User
clicks “No Thanks”
STEP 4
STEP 6
STEP 5
Receipt Page User Clicks “Click Here” to Customize Your Password.
Receipt Page User checks their email.
User Receives 3 Emails:1. “Customer Support: Account is ready “
email user copies login name and password from email, types in www.example.com , and logs in
2. Billing Receipt
3. “Confirm Your Subscription” email user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page
User types in www.example.com and logs in themselves.
There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold.
OR
Broken.
There will be 3 separate emails.
OR
STEP 1
STEP 2
STEP 3
There is no click-through link
There is a click through to login, but they must refer to previous email to obtain login information and password
!
!
Could be confusing to user
!
!
!
!
40@adammelson
Homepage Click “Sign Up for $1”
Pricing (/order.htm) User fills out form
“Thanks For Your Order!” User clicks on $37.00
Upgrade
“Thanks for Your Order” User
clicks “No Thanks”
STEP 1
STEP 2
STEP 3
STEP 4
STEP 6
STEP 5
Receipt Page User Clicks “Click Here” to Customize Your Password.
Receipt Page User checks their email.
User Receives 3 Emails:1. “Customer Support: Account is ready “
email user copies login name and password from email, types in www.example.com, and logs in
2. Billing Receipt
3. “Confirm Your Subscription” email user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page
User types in www.example.com and logs in themselves.
Homepage Sign Up (there are two of the same calls to action on homepage, above the fold); allows user to input email, username, and password before clicking “Sign Up”
User Receives Email (one line of copy, one button to
confirm)
User Fills out form about their company (i.e number of
subscribers); *checkbox allows users to opt into newsletter;
User already in the interface, can begin working immediately
There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold.
OR
Broken.
There will be 3 separate emails.
OR
STEP 1
STEP 2
STEP 3
There is no click-through link
There is a click through to login, but they must refer to previous email to obtain login information and password
!
!
Could be confusing to user
!
!
!
!
Competitor You
@adammelson
If there isn’t a reaction like this...
@adammelson
No amount of traffic will fix long & broken.
@adammelson
Moved from 40 to top 4
https://www.burton.com//
@adammelson
“When clients think they want rankings, they really want money.”
- @nicomiceli
@adammelson
Zero talk about linking.
@adammelson
Better Understand Your Customers
@adammelson
Better Understand The Business
@adammelson
This opens minds.
@abby_the_iahttp://www.slideshare.net/AbbyCovert/lessons-from-an-ontology-nerd
@adammelson
Taste what you’re cooking
@adammelson
Clients may be skeptical.
@adammelson
My Customer Experience?
@adammelson
Now We’re Talking About People.
@adammelson
“No one is exempt from the rule that learning occurs through recognition of error.”
Alexander Lowen - Bioenergetics
@adammelson
What We Heard
Short responses, wasn’t able to elaborate.
No prompt to continue.
Rate Your Call: 8 emails sent. One every day.
@adammelson
What We Really Heard
Uninterested phone rep.
Calls could be longer.
Low service, but nagging need for feedback.
@adammelson
This is the case.
If your reps weren’t as short on calls, people would feel more welcome and they might sign up and/or talk longer.
@adammelson
This is the real case.
Working on extending calls by 1 minute can raise your revenue by 10%.
@adammelson
I didn’t know SEER worked with a phone
sex hotline….
@adammelson
Earn more organic $$$Save PPC $$$Save Affiliate $$$
@adammelson
Customer Wants a Coupon
@adammelson
But…I… Coupon Code?
@adammelson
Customer Still Wants a Coupon
@adammelson
What We Heard
Potential customer wants a coupon.
Offered no organic choice for a coupon.
Wastes time clicking the PPC ad, has to go back.
@adammelson
Customer Still Wants a Coupon
@adammelson
This is the case
There’s 22,000 searches
for just the top six coupon terms. We can capture A TON of that traffic and probably convert some of it.
@adammelson
Research leading up to the real case….
@adammelson
That little minus sign:
22k x 12 x $1.50 x 25% =
$99,000/year
Research leading up to the real case….
@adammelson
Research leading up to the real case….
@adammelson
Those little plus signs:
22k x 12 x 70% x 10% x $85 x 8% =
$125,664/year
Research leading up to the real case….
@adammelson
Research leading up to the real case...
@adammelson
Wait, what?
@adammelson
Research leading up to the real case...
@adammelson
By not creating a coupon page, we’re
burning over $225,000.
This is the real case
@adammelson
10,00029%$800,000+
@adammelson
Go to your PPC team today. Get your branded keywords.
@adammelson
By not creating a coupon page, we’re
burning over $225,000.
This is the real case
@adammelson
“No one is exempt from the rule that learning occurs through recognition of error.”
Alexander Lowen - Bioenergetics
@adammelson
If the situation is only half as bad as I think,
we’re burning over $113,000.
This is the real case
@adammelson
Listen outside the internet
@adammelson
This is the case.
I believe if we create this content, we’ll get increased site traffic that may or may not convert, but it will save
roughly $14,000 each year in call center costs.
@adammelson
Your competitors are easier.
82@adammelson
Homepage Click “Sign Up for $1”
Pricing (/order.htm) User fills out form
“Thanks For Your Order!” User clicks on $37.00
Upgrade
“Thanks for Your Order” User
clicks “No Thanks”
STEP 1
STEP 2
STEP 3
STEP 4
STEP 6
STEP 5
Receipt Page User Clicks “Click Here” to Customize Your Password.
Receipt Page User checks their email.
User Receives 3 Emails:1. “Customer Support: Account is ready “
email user copies login name and password from email, types in www.example.com, and logs in
2. Billing Receipt
3. “Confirm Your Subscription” email user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page
User types in www.example.com and logs in themselves.
Homepage Sign Up (there are two of the same calls to action on homepage, above the fold); allows user to input email, username, and password before clicking “Sign Up”
User Receives Email (one line of copy, one button to
confirm)
User Fills out form about their company (i.e number of
subscribers); *checkbox allows users to opt into newsletter;
User already in the interface, can begin working immediately
There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold.
OR
Broken.
There will be 3 separate emails.
OR
STEP 1
STEP 2
STEP 3
There is no click-through link
There is a click through to login, but they must refer to previous email to obtain login information and password
!
!
Could be confusing to user
!
!
!
!
Competitor You
@adammelson
Taste what you’re cooking
@adammelson
This is the real case.
Working on extending calls by 1 minute can raise your revenue by 10%.
@adammelson
Earn more organic $$$Save PPC $$$Save Affiliate $$$
@adammelson
By not creating a coupon page, we’re
burning over $225,000.
This is the real case.
