Email: [email protected] 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!
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Business Development Manager [email protected]
Ben Knight General Manager (Online Marketing)
Josh Khoddami
Presenters
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
1. Squeeze The Lemon Dry 2. Recycle 3. Push
4. Wrap Up + Q&A
Presentation and recording will be emailed in coming days
Agenda
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
“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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Not all forms are equal. Bad Form:
3. Form Optimisation
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Good form:
3. Form Optimisation
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Do you really need that extra field?
Source: HubSpot
3. Form Optimisation
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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)
3. Form Optimisation
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Bad contact page
4. Contact Page Optimisation
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
8 second rule
5. Persona Driven Copy
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Don’t rely on your own judgement
2. LOREM 5. Persona Driven Copy
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
56% of average daily browser views now come from portable devices (Nielsen Online 2014)
6. Go Responsive
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
8. Phone Tracking
Google Website Call Conversions
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Third Party Phone Tracking:
– Integrations
Phone Tracking 8. Phone Tracking
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
9. Conversions v Micro-Conversions
Conversions in 2012
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
• 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
pack
Conversions in 2015
9. Conversions v Micro-Conversions
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
10. Video Boosts Conversions
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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.
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
12. Heat Map Review
Don’t trust your own judgement. Heat Maps, Eye Tracking, Mouse Tracking…
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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)
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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/
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Still the best…
15. Build, Segment & Nurture An Email List
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
16. Basic Remarketing / Retargeting
3.2% v
14.8%
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
17. Advanced Remarketing / Retargeting
Source: AdRoll
Source: Marin Software
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
17. Advanced Remarketing / Retargeting
Source: AdRoll
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Recycle (Recap) 2
15. Build, Segment & Nurture An Email List 16. Basic Remarketing / Retargeting 17. Advanced Remarketing / Retargeting
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
18. Lead Focussed SEO
Cornerstone
Leads don’t come from rankings
Commercial Intent
Post-Penguin / Post-Panda
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
19. Targeted PPC
Targeted
Go deeper than:
- Conversion Rate
- CPA
- Which AdGroups ‘convert’
Close the loop w/ CRM
Not just Google
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
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
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
22. Online Reputation Management
Harvey Norman v Union Street Guest House
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Push (Recap) 3
18. Lead Focussed SEO 19. Targeted PPC 20. Pilot Display Ads 21. Social Media Ads 22. Online Reputation Management
Email: [email protected] Web: www.thewebshowroom.com.au Call: 1800 981 442
Ben Knight [email protected]
Josh Khoddami [email protected]
Wrap-Up
• Copy of presentation
• The 23rd tip of the day…
• Q&A
• Prize
• Thank You!