conversion science brian massey and heather lloyd martin
Post on 17-Oct-2014
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DESCRIPTION
Online Sales Conversion expert Brian Massey and Heather Lloyd Martin talk about Web sites that convert, complete with a challenging quiz. How will you score? Presented at Innotech Portland 2010.TRANSCRIPT
Th N ti l C i Q iThe National Conversion QuizThe Science of OnlineThe Science of Online
Sales ConversionBrian Massey
Heather Lloyd MartinHeather Lloyd Martin
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SuccessWorks overviewSuccessWorks overview- First SEO copywriting agency - since 1999.
- Based in PDX - and speak worldwide about SEO content best practices.
- Create content, set strategy and conducts SEO content development training sessionsdevelopment training sessions.
- Developed the online SEO Copywriting Certification course, certifying in-house and freelance copywriters in SEO copywriting best practices.
2
The Five O’s ofB i M
OLD
Brian Massey
Out ThereOLDFifteen years online marketing experience
N ti l S k
OpinionatedOut ThereNational Speaker
Columnist for ClickZ and Search Engine Land
OCDpColumnist for ClickZ and Search Engine Land
Obsessive Conversion Disorder
Open for BusinessAnalyze Web sites of businesses of all sizes
4
ReviewReview
Wh B H tGoogle AdSearch
Why Bounce HurtsGoogle AdPR
Referral
Networking
Social Media
$6 Acquisition Cost
Wh B H tGoogle AdSearch
Why Bounce HurtsGoogle AdPR
Referral
Networking
Social Media
$3 Acquisition Cost
TheTwo Keys toTwo Keys to Conversion
Quality TrafficQuality TrafficQ yQ yhttp://www.sxc.hu/profile/rolve
Relevant KeywordsRelevant Keywords
Good Good SEOSEO
Effective CopyEffective Copy
Quality TrafficQuality TrafficQ yQ yhttp://www.sxc.hu/profile/arki
Relevant Site ContentRelevant Site Contenthttp://www.sxc.hu/profile/bizior
FindableFindable
DigestibleDigestiblegg
FlexibleFlexible
Relevant ContentRelevant Contenthttp://www.sxc.hu/profile/bizior
Who determines what isWho determines what isWho determines what isWho determines what is
FindableFindable
DigestibleDigestible
FlexibleFlexible
Relevant?Relevant?
Your ConsumersYour Consumers
http://www.sxc.hu/profile/asifthebes
The Great Secret of ConversionThe Great Secret of Conversion
You’re talking toYou re talking to
PEOPLE
The QuizStandardized
How Do You Calculate “C i R t ?”“Conversion Rate?”
a) 2πrb) New Leads / Unique Visitorsc) New Customers / Unique Visitors) qd) Kill time on Friday afternoon
b) New Leads / Unique Visitors
d) N C t / U i Vi itd) New Customers / Unique Visitors
Qualified prospects icome to my site to:
a) Learn about my companya) Learn about my companyb) Solve a problem) L b tc) Learn about my
products or servicesd) Kill time on Friday afternoon
b) Solve a problem
d) H i ti t kill F id ft
Which may include
d) Having time to kill on Friday afternoon
Clients love companies that can solve th i bltheir problems
Show your prospects you understand th i i i t
- What are the benefits of working with you - and why are those benefits
their pain points
What are the benefits of working with you and why are those benefits important to your target audience?
- What specific objections do you have to overcome?
- What is your competition doing and how do you position your company within your local or national marketplace?
- What tone and feel should you use to resonate with your audience
How you say what you say is extremely important
http://www.sxc.hu/profile/hamletnchttp://www.sxc.hu/profile/pepo
When you’re writing copy, who should you be writing for?who should you be writing for?
a) The search enginesa) The search enginesb) People just like mec) Qualified prospectsd) Everyone
a) The search enginesa) The search enginesAND
d) Qualified prospects
Understand your target audienceUnderstand your target audience
Get inside your customers’ headsAsk yourself:
Who is your target audience (hint: it’s not “everyone ”)
y
- Who is your target audience (hint: it s not everyone. )
- Do you have multiple target audiences?
- How old is your typical buyer/reader?
- What level of education have they reached?
- What are their average income levels?
- What are their hopes, fears and desires?
Yes, include keyphrases - but don’t t ff th f ll f th !stuff the page full of them!
Your “Default” Persona
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Break Brad into his individual pieces and market to them
What should you do after creating i it ?your visitor persona?
a) Drink a frosty beveragea) Drink a frosty beverageb) Research your keyphrasesc) Check out competing websitesd) Immediately start writing
b) R h k hb) Research your keyphrases
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If customers can’t find you online, h t?how can your copy convert?
Keyphrase Research Tools Include:
• WordStream (www.wordstream.com)*** NEW
yp
• Wordtracker (www.wordtracker.com)
• Keyword Discovery (www.keyworddiscovery.com)
• Twitter Search (search.twitter.com)
Keyword research is the foundation of your SEO success. If the client doesn’t provide keyphrases, do the research or ask the li t f th i f ticlient for the information.
Which of the following headlines would appeal to someone looking to pp g
solve a problem?
a) “ReducO® will slash your monthly expenses by up to 50% within 30 days”expenses by up to 50% within 30 days
b) “We are the leader in expense-cutting solutions”solutions”
c) “The expense-cutting difference!”d) “Welcome”
a) “ReducO® will slash your monthly expenses by up to 50% within 30 days”
Let’s compare: Quickenp Q
Let’s compare: Mint.comp
What is your first opportunity for conversion?conversion?
a) Home pageb) Search engine results pagec) Landing pagec) Landing paged) When a prospect calls your company
after visiting your siteafter visiting your site
All of the AboveAll of the Above
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Which listing would you rather click?click?
Titles serve a dual purpose
• Well-written Titles paired with t t t h l
p p
strong content helps pages position well.
• “Clickable,” compelling Titles tempt your prospects to click on your link over others on the SERP.
Which of the following calls to action is more likely to y
generate a lead?
a) “Sign up for a free 30 minute consultation”
b) “Contact Us”)c) “Sign up for our newsletter”d) “Learn More”d) Learn More
a) “Sign up for a free 30 minute consultation”
Specificity is the Hallmark of Conversion
“Clarity trumps persuasion”Dr Flint McGlaughlin-- Dr. Flint McGlaughlin,
Marketing Experiments
What is the most effective way to answer a visitor’s questions?answer a visitor’s questions?
a) Articlesa) Articlesb) White Papersc) Blog Postsd) Video
All of the above
Keyphrases can uncover what your customers are wondering aboutcustomers are wondering about
Make/model search
Purchase
Reviews, blog posts, brand/feat res comparison
Research
brand/features comparison
G l hi k hAwareness
General overarching keyphrases
Where is the best place to send visitors who click on ads or links in emails?who click on ads or links in emails?
a) Home Pagea) Home Pageb) Landing Pagec) Competitor’s Sited) Any page that delivers on your promise
Any page that delivers on your promise
What is the easiest way to deliver on a specific ad or email promise?
Develop a Landing PageDevelop a Landing Page
SummarySummaryConversion is the science of turning g
visitors into leads and sales.High conversion rates lower marketing costsCopy is important. We are converting PEOPLE
Keywords drive qualified prospects to o r siteto your site
Be specific in your offers. Develop PersonasDevelop Personas.
Use Landing Pages for ads, email and other advertising
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Heather Lloyd-Martin
heather@seocopywriting [email protected]
www.SEOCopywriting.com
(503) 922-3627
T ittTwitter:
http://twitter.com/heatherlloyd