Turn more of your web visitors into buyers
You can download these slides later today
http://www.davidtaylorwebmedia.com/turnmore2016
In the last seminar
You got quality traffic to your business website
Organic search results
Pay per click
Display ads
Blog posts
Social channels
Email marketing
Today is about
Turning more of those visitors to your website into
buyers
And it starts with the very first moment they land
on your web page
How people behave when
they first land on a new website..
Visual assessment
Visitors are asking themselves...
Is
Is
Is
Is
Is
Is
Is
this credible?
this professional?
this authoritative?
it accredited?
this trustworthy?
this what I expected?
this making me want to know more?
How does your website stack up? Get an objective
opinion
The nature of website
design in 2016
Less is more
Fast to consume
Solving audience problems
Mobile structured
This site is 3 years
old. That's how fast
things are changing
Definition of marketing
"Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitably."
Chartered Institute of Marketing
This occupies my thoughts every day of every week
– better understanding my customers
Understanding what your customers want is critical
to converting visitors to buyers
How do you better understand what your customers
want?
Content testing (split or A/B testing)
Consumer testing
Google analytics
Survey
Google Analyics tells you if your website is fulfilling
your visitors needs
By introducing new pages you can test what
content appeals most to users
Keeping a monthly log let's you see trends
Understanding customers pain
Example: Networking Group
I said 'what is the problem you are solving for these
people?'
She said 'the need to network'
I said 'that's not the problem you are solving'
She said 'growing their business'
The point is that the networking group was just the
conduit. The real pain was business growth
You need to identify the problems you are solving
for your customers and make it apparent on your
home page
In my own case:
It's not that my customers need a website
It's that they want more leads, enquiries and sales
Benefits verses features
We don't generally buy on the first touch of a
product or service. We want more comfort.
That's why businesses work hard to get your email
address
Remarketing
Social media
Presentations
PR
Content marketing
How are you going to touch your prospects more?
Commitment – get people to buy something very
low value gets them in a buying mindset
Social proof – when we see people like them loving
something it makes them buy it
Is your website personable? Does it resonate about
you? Go authentic!
Project your authority in your niche
Scarcity motivates
Does our own site deliver?
Conversion optimisation
So you've worked hard to provide a great user
experience
Now you need to achieve a conversion
Conversion optimisation
Don't underestimate how simple and obvious you
need to make the value proposition
Conversion optimisation
Don't create barriers to conversion
-
register
login
complicated navigation
lack of clarity
Conversion optimisation
Think about conversion in terms of building
relationships
Conversion optimisation
Consider incentives or urgency would work for your
business
Conversion optimisation
Ensure you notify people their action is completed
Conversion optimisation
Reduce the risk with guarantees
Conversion optimisation
Don't default to a sale conversion – remember the 7
touches
Download our free
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Attend our
Claim your
Conversion optimisation
A/B testing and landing pages is a key tactic
Conversion optimisation
Video can deliver on multiple levels
Engagement
Authority
Authenticity
Explaining complex issues
Live chat
In some scenarios live chat increased conversions
by 40%
Human contact
However good your website is, in my experience
people still want human contact unless you have
massive brand value
Home page - credible, trusted, track record, easy to
consume
Spend time understanding your customer needs
Get familiar with Google analytics data
Focus on solving your next customer's problem
How are you going to multiple touch people
Does your website have humanity?
Test consumer reaction
Hopefully...
that's given you plenty to go away and consider
with regard to your business and your website
How to get visibility with you target audience
through content marketing
Understand your customers better with Google
Analytics
What works in social media for business
Any questions?
Turn more of your web visitors into buyers
http://www.davidtaylorwebmedia.com/turnmore2016