Website Conversion Workshop Presentation by Maggie Barr of Power Start Media
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Transcript of Website Conversion Workshop Presentation by Maggie Barr of Power Start Media
Conversion Marketing: Website improvements to move more customers to purchase
by Maggie Barr
Power Start Media
4-24-13
Agenda
• Customer Conversion Process
• Reverse-Funnel Conversion Strategy
• Customer Segmentation
• Three Phase Groups – Purchase-Ready Customers
– Research Customers
– Awareness Customers
• Testing Strategy
• Conclusion
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Customer Conversion Process
All website visitors can be grouped into these categories: • Just looking, buying later
• Researching choices
• About to buy, got questions
• There to purchase NOW
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Reverse-Funnel Conversion Strategy
Product or Service Details CTA: See examples, contact us
Pain Statements to relate to CTA: download paper or email sign-up
Summary of What You Do Best CTA: see service/product details
$ Limited
Time Offers
Pricing & Packages
CTA: contact us
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• For each group, have a goal and CTA • Include messaging for all groups on
home page – Primary targets’ messaging comes
first • Be ready for low-hanging fruit!
– Ready-to-buy customers should have easy, obvious next steps to complete their purchase decision process
Customers Segmentation You have many different groups of customers to address with
your home page: 16!
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Just
Lookin
g
Resear
chin
g
Final
Questi
ons
Purchas
ing N
ow
Group A
Group B
Group C
Group D
Customers Segmentation
• To maximize your conversion rate, make sure you have a easy-to-find path for each customers group
– Need ‘who we are’ and ‘why we’re better’ for each Group
– Need CTA for each phase of the decision process for each group
– All while maintaining a clean look on your website
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Purchase-Ready Customers • Every page needs a ‘Buy Now’ button or link
• Every page needs a phone number and email
• Pricing should be obvious – If not on the home page, make sure visitors can search
for “Pricing” and find it, or have pricing listed on your ‘Services’ or ‘Products’ page
– Mention any bulk discounts if you have any
– Limited time offers really work! Change monthly • Consider a “Spring Special” or “Fall Special” etc.
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Research Customers
• These customers are looking for something specific that differentiates you
– What do you compete on?
– Is it Price? Years in business? Company size? Visual appeal?
– This requires competitive research if you don’t already know what you competitors are offering
• What are the alternatives customers are considering?
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Research Customers • Study at least 5 alternate service/product providers
using at least 5 decision criteria
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Criter
ia #1
Criter
ia #2
Criter
ia #3
Criter
ia #4
Criter
ia #5
You
Competitor #1
Competitor #2
Competitor #3
Competitor #4
Competitor #5
Research Customers
• Testimonials & Customers Quotes are critical! – We all need “proof” to make a decision, even if it’s
subconscious
– Even stock photos of ‘customers’ help visitors relate to you better than a site with no people images
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Research Customers
• Establish your credibility – Blogs are great here – they
will read a few – Staff photos build trust – Include your company
president or founder’s contact info, or managers ….. Someone • Pages with no people
mentioned aren’t trusted • The more staff photos you
have the better! • NOT [email protected]
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Salon #1
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Salon #2
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Research Customers
• Demonstrate that you care about customer satisfaction
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Awareness Customers
• What ‘Pain’ do you resolve? Talk about it!
– You want them to say, “I have that pain!” and read on
• Why we’re better info should repeat EVERYWHERE
– Home page top and bottom
– About us & Contact Us
– Top and bottom of ‘Services’ or ‘Products’ page
• Site flow optimization
– Use Google Analytics or ClickTale.com to see which pages on your site are most visited • Where to visitors who stay the longest go after the home page
• Make sure you have “why we’re better” information there
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Awareness Customers • Educate awareness customers about your product
or service category
– Whitepapers, articles, or just text blogs that explain “What is ______?”
• Get email names before you allow a download!
• Use email for newsletters, or product offers
• ConstantContact.com is good for sending emails
– Don’t assume they know anything – basic info needs to be there
• Don’t bring up objections they won’t think of!
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SEO.com
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Awareness Customers
• More competitive analysis on best practices
– Find other websites that offer something similar and look for the ones you think convert better
• Do they have more text on the home page than you? Or less?
• Do you they have more detail pages that you do?
• Is there color scheme more pleasant? Or relaxing? Or exciting?
– Sometimes just seeing a site you like can give you inspiration you can’t find elsewhere
– Ask your friends and customers what other companies they’ve considered – check out those websites
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Awareness Customers
• Find ways to continue the relationship through social media, content, email
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Testing Strategy
• A/B testing lets you discover which messaging or order of information wins more customer responses
• Try version A for one week and measure how many calls or orders you get. Then try version B.
– Test whether a guarantee works
– Test pricing
– Test special incentive offers
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Conclusion
• Every customer group needs a path to more from Awareness to Ready-to-Buy
• Focus on Ready-to-Buy at the top of each page….people who want to read more will keep reading!
• Different pages for different customers is ideal
• Test everything!
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Your Presenter:
Maggie Barr
Power Start Media Boulder Creek, CA
408-454-6488
www.powerstartmedia.com
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“Your online publicity experts”