power up your website to get it's full roi
TRANSCRIPT
![Page 1: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/1.jpg)
[Webinar]Power-Up Your Website to Get Its Full ROI
![Page 2: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/2.jpg)
Introductions:
#hilelights | 2
Alex GregerSr. Demand Gen Technologist| @AlexMGreger
Craig MinchDirector of Creative Services| @craigminch
![Page 3: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/3.jpg)
Agenda:
#hilelights | 3
• Level 1: Goals & Measurement
• Level 2: Usability & Management
• Level 3: Integration & Personalization
• Bonus Round
• Cheat Codes (Takeaways)
![Page 4: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/4.jpg)
Level 1:Goals & Measurement
4
![Page 5: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/5.jpg)
#hilelights | 5
Do You Have Set Goals?
Goals
• Increase awareness level• Generate qualified leads• Increase lead conversion rate• Decrease shopping cart
abandonment
There are many goals that can be specific to your brand/company, but to keep things general, here are some common website goals to maximize ROI:
![Page 6: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/6.jpg)
#hilelights | 6
How Do You Measure Goals?How can we measure these goals to maximize ROI?
![Page 7: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/7.jpg)
Is Your Site Mobile-Friendly?
#hilelights | 7
• In 2015, nearly 2/3 of U.S adults owned a smart phone (Pew Research Center)
• 9 out of 10 mobile searches lead to action; • more than 50% lead to sales (SearchEngineLand)
![Page 8: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/8.jpg)
Is Your Site Optimized for Search?
#hilelights | 8
1. TechnicalCan search engines find your site?
2. AccessibleCan search engines read your site?
3. ContentIs your site optimized for your target keywords?
4. AuthorityDoes your site have the appropriate internal/external link structure?
5. UsabilityDoes your site frustrate users?
![Page 9: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/9.jpg)
Do You Have a Defined Content Strategy?
#hilelights | 9
Fewer B2B marketers have a documented content marketing strategy in 2016, compared to 2015 (32% to 35%) (CMI)
1. Content goals
2. Personas
3. Content execution plan
4. Content promotion
5. Measurement
![Page 10: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/10.jpg)
Level 2:Usability & Management
10
![Page 11: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/11.jpg)
What Does “User-Friendly” Mean Anyway?
#hilelights | 11
1. Does your navigation make sense?
2. Content – amount and relevancy
3. Images, graphics, fonts…oh my!
or
4. Can visitors easily contact you?
5. Load time
6. How does this desktop experience
compare to tablet or mobile?
![Page 12: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/12.jpg)
Do You Have a Platform to Manage Website Content?
#hilelights | 12
• Having somewhere to manage your content, like a CMS, allows for flexibility and easy updating
• Managing a website with templates ensures that all your pages will look cohesive and uniform
• A CMS allows for seamless SEO integrations
• In a CMS, content can be written and scheduled to go live at different times
![Page 13: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/13.jpg)
#hilelights | 13
Do You Have a Strategy to Collect Leads?
• Is the only form on your website a contact us?
• Gated vs. Ungated content - 25% conversion rate with only 3 fields vs. 15% conversion rate when using 6+
• Using content pillars or anchor pieces
• Prevalent calls-to-action on your website
• Marketers and salespeople have lead numbers and sales quotas to hit;to hit those numbers, you need, well, leads
• Once collected – now what?
![Page 14: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/14.jpg)
Level 3:Integration & Personalization
14
![Page 15: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/15.jpg)
#hilelights | 15
Do You Integrate with 3rd Parties?• Technology allows you to lay platforms on top of one another and talk to each other
• Tools to personalize content on your website dynamically, collect data and automate processes for sales, track and predict visitor actions and help make your website and company more efficient
![Page 16: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/16.jpg)
#hilelights | 16
Does Your Site Provide a Personalized Experience?• Using tactics like Marketing Automation, Predictive Analytics, or Dynamic Content
Insertion allows you to personalize the visitors experience and engagement with your brand
• When somebody reaches your website, it usually was for a certain reason - make sure your website helps answer or solves the reason the visitor visited
![Page 17: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/17.jpg)
Do You Have a Re-Engagement Strategy?
#hilelights | 17
1. Turn unknown visitors into known leads
2. Remarketing is a low cost, high value tactic
3. Remarketing networks:
• Google/Bing Display
• Facebook/Twitter
• Custom audiences/email
• Surveys/polls
The industry average for site-wide conversion rates is around 2%. What do you do for the 98% that leave unknown?
![Page 18: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/18.jpg)
Bonus!
![Page 19: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/19.jpg)
Do You Have an Ongoing Strategy?
#hilelights | 19
1. Optimizing
2. Testing
3. Reporting
![Page 20: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/20.jpg)
Cheat Codes
![Page 21: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/21.jpg)
Cheat Codes:
#hilelights | 21
• Set goals at the beginning.• Mobile matters.• Search matters, too.• Talk to the right person at the right time, or it’s all for nothing.• Consistency is key.• Don’t give away your best stuff for free.• Personalize, [my.firstname].• Turn unknown visitors into known leads.
Like anything, a website is an ongoing process. Test, report, optimize.
More Cheat Codes: http://bit.ly/PowerUpWebsite
![Page 22: Power Up Your Website to Get It's Full ROI](https://reader035.vdocuments.net/reader035/viewer/2022070512/589d60c21a28abef688b6b53/html5/thumbnails/22.jpg)
Questions?