Best question wins a Google Chromecast! · 2015-03-26 · 1800 981 442 Email:...

transcript

Email: webinar@thewebshowroom.com.au Web: www.thewebshowroom.com.au Call: 1800 981 442

Webinar will start soon Use the question pane in GoToWebinar to ask us questions!

Best question wins a Google Chromecast!

Business Development Manager bknight@thewebshowroom.com.au

Ben Knight General Manager (Online Marketing)

jkhoddami@thewebshowroom.com.au

Josh Khoddami

Presenters

1. Squeeze The Lemon Dry 2. Recycle 3. Push

4. Wrap Up + Q&A

Presentation and recording will be emailed in coming days

Agenda

Squeeze The Lemon Dry 1

80% of callers who receive a voicemail system hang up (Fortune Magazine).

Every 2 voicemails you get means 8 lost leads

1. Never EVER Go To Voicemail

“A squeeze page is a single web page with the sole purpose of capturing information for follow-up marketing; that means no exit hyperlinks…” (Wikipedia)

Email + Phone

What it isn’t…

2. Develop Squeeze Pages

Ask questions!

Not all forms are equal. Bad Form:

3. Form Optimisation

Good form:

Do you really need that extra field?

Source: HubSpot

Features

– Number of fields

– Required fields

– Sensitivity of data (birth dates)

– Level of commitment

– Framing (why should I complete)

– Trust (privacy, subscribed, physical address)

– Text Fields exterior

– No CAPTCHA

– Placement & Consistency (webinar could be on this point alone)

Bad contact page

4. Contact Page Optimisation

Features of a good contact page

– Introductory text

– Multiple forms of contact

– Location(s) details

– Google Map embed

– Optimised form

– Trust builders (awards, clients, associations)

4. Contact Page Optimisation

Ask questions!

8 second rule

5. Persona Driven Copy

Don’t rely on your own judgement

2. LOREM 5. Persona Driven Copy

56% of average daily browser views now come from portable devices (Nielsen Online 2014)

6. Go Responsive

Ask questions!

In 2008, Wells Fargo made a second attempt to leverage online chat to drive sales, and happily, this time the results have been crystal clear. High customer satisfaction scores and a double-digit increase in converted shoppers have shown the value once and for all of this technology. https://blog.kissmetrics.com/live-chat

7. Test LiveChat

Source: LogMeIn

8. Phone Tracking

Google Website Call Conversions

Third Party Phone Tracking:

– Integrations

Phone Tracking 8. Phone Tracking

9. Conversions v Micro-Conversions

Conversions in 2012

• Spending more than 10 minutes on a site

• Watching a video • Request a call back • Entering a LiveChat • Creating a forum account • Creating a Wish List • Applied for a job

• Viewing a product page • Entering the checkout process • Joining Mail List • Social Media Action (retweet, like etc) • Reaching an application form • Adding a product to the cart • Downloading a brochure / welcome

Conversions in 2015

9. Conversions v Micro-Conversions

10. Video Boosts Conversions

Don’t be afraid to ask

K.I.S.S. (Keep It Simple Stupid)

Repeat, Repeat, Repeat…

11. Call To Action Density

Please do not hesitate to call us on 1800 981 442 or by clicking on the quick quote tab on the right.

12. Heat Map Review

Don’t trust your own judgement. Heat Maps, Eye Tracking, Mouse Tracking…

13. Social Proof (Behavioural Economics A)

People have a tendency to behave like other to reflect ‘correct behaviour’ for a given situation

ASK: How do I convince visitors that others like them have succeeded with me?

Source: Moz.com

14. Trust & Loss Aversion (Behavioural Economics B)

Consumers have a tendency to prefer avoiding losses to acquiring gains.

ASK: How do I convince visitors they could be losing something valuable if they don’t take action?

Source: BehaviourDesign

Squeeze The Lemon Dry (Recap) 1

1. Never EVER Go To Voicemail 2. Develop Squeeze Pages 3. Form Optimisation 4. Contact Page Optimisation 5. Persona Driven Copy 6. Go Responsive 7. Test LiveChat 8. Phone Tracking 9. Conversions v Micro-Conversions

10. Video Boosts Conversions 11. Call To Action Density 12. Heat Map Review 13. Social Proof (Behavioural Economics A) 14. Trust & Loss Aversion (Behavioural

Economics B)

Recycle 2

15. Build, Segment & Nurture An Email List

Still the best…

“…68% of companies rating the channel as ‘good’ or ‘excellent’.” https://econsultancy.com/blog/64614-email-remains-the-best-digital-channel-for-roi/

Still the best…

15. Build, Segment & Nurture An Email List

16. Basic Remarketing / Retargeting

3.2% v

17. Advanced Remarketing / Retargeting

Source: AdRoll

Source: Marin Software

17. Advanced Remarketing / Retargeting

Source: AdRoll

Recycle (Recap) 2

15. Build, Segment & Nurture An Email List 16. Basic Remarketing / Retargeting 17. Advanced Remarketing / Retargeting

Ask questions!

Push 3

18. Lead Focussed SEO

Cornerstone

Leads don’t come from rankings

Commercial Intent

Post-Penguin / Post-Panda

19. Targeted PPC

Targeted

Go deeper than:

- Conversion Rate

- Which AdGroups ‘convert’

Close the loop w/ CRM

Not just Google

20. Pilot Display Ads

Not just about branding

Can work for lead generation (industry / business specific)

Better technology than ever

Source: Econsultancy - Best Practices in Digital Display Advertising

21. Social Media Ads

54% of Australians update or check their profile on a social network daily (Deloitte Media Consumer Survey 2014)

Profiling / Persona work (Job title Interests, Geo…)

Lookalike Audiences

22. Online Reputation Management

Harvey Norman v Union Street Guest House

Push (Recap) 3

18. Lead Focussed SEO 19. Targeted PPC 20. Pilot Display Ads 21. Social Media Ads 22. Online Reputation Management

Wrap Up 4

Ben Knight bknight@thewebshowroom.com.au

Josh Khoddami jkhoddami@thewebshowroom.com.au

Wrap-Up

• Copy of presentation

• The 23rd tip of the day…

• Q&A

• Prize

• Thank You!

Best question wins a Google Chromecast! · 2015-03-26 · 1800 981 442 Email:...

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