Making Your Website a Traffic MagnetCHRISTINA INGE, FOUNDER, SLEEK MARKETING UNIVERSITY

WORDCAMP BOSTON 2015

Everybody is Trying to Get LeadsLarge business = lots of leads

Small business = good flow of customers

Nonprofit = donors

Personal blog = readers

Something for the heck of it = people who enjoy the heck of it

Design for Users

A/B Test EverythingOnly your customers can tell you what really converts

Only data will tell you what your customers think

But What About People Who Get the Control?Don’t you lose leads when you test?

You lose more if you don’t

How to minimize “lost” leads:◦ Set the certainty level to the lowest you are comfortable with

◦ Retarget and point back to the winner

◦ Use the data from early tests, email campaigns, social to create a “still decent” control

◦ Test and iterate fast-make it a priority

Speaking of RetargetingYes, it is a bit intrusive

Yes, you should do it

Here’s the data:

“Nearly three out of five U.S. online buyers said they notice ads for products they looked up on other sites

CPG company Kimberly-Clark relies on retargeting, saying it is seeing 50 to 60 percent higher conversion rates among consumers who have been retargeted. ”

Average for display ads is 0.07 percent; the average retargeted ads CTR is about 0.7 percent.

-CMO.com

Look at Your Google Analytics. All the Time

Yes, You Really Do Need Content

Paid Search-Winning at PPCBe factual

Connect to content

Be very specific

Now the Leads Are on Your PageGAME OVER? NO! WHAT TO DO

96% of site visitors never convert to a lead or saleSEARCH ENGINE LAND/FORRESTER

Landing Pages are Not OptionalThere is nothing on your static website that can double as a landing page

There really isn’t

Build landing pages, already!

Are You Sure?Web pages and landing pages are meant to accomplish different things

Web pages:◦ Inform

◦ Create trust

◦ Serve as content repository

Landing pages:◦ Attract

◦ Create just enough trust to give up contact info

◦ Create excitement

◦ Serve as short-term

It’s the difference between dressing for a job interview vs a nightclub

Landing pages = Your business, clubbing

Do not “wear” a suit!

Make Sure Your CMS is Working for You“Lead” is not enough of a category

Your sales team needs to know:◦ Pain points

◦ Where leads found you

◦ How leads found you

◦ What message hooked them

At a Minimum: Specific lead forms for every page

A little more work at the beginning saves by growing conversions

Tag by:◦ Lead source (most are)

◦ Campaign

◦ Landing page

◦ Industry

Connect all followups to campaign:◦ Language

◦ Pain points

◦ Offers

Remember Mobile ConversionsCan be an assisted conversion

Or a “real” conversion

But it’s increasingly where conversions happen:

Are You Really Responsive? Check!

If customers don’t get a 100% experience, they leave

But Wait, There’s MoreForms

CTAs

Offers:

A whitepaper downloading to your phone?

A coupon for later?

Immediate, light, mobile-friendly