PowerPoint Presentation

WHY YOUR WEBSITE ISNT CONVERTING

Senior Manager, Paid Media & Community - GranularConversion Focused MarketerBlogger

WHO AM I?@MilwaukeePPC#BizExpoMKE

ABOUT GRANULAR@MilwaukeePPC

#BizExpoMKE

FOR THE SOCIAL BUTTERFLIES@MilwaukeePPC#BizExpoMKE

@MilwaukeePPC@GranularPPC#BizExpoMKE

WHY YOUR SITE DOESNT CONVERT@MilwaukeePPC#BizExpoMKE1. Poor Design2. Wording / Voice / Content3. Lack of Trust4. Call to Action Not Appealing

WHY IS DESIGN SO IMPORANT?@MilwaukeePPC#BizExpoMKE*Time Magazine May 14,2015

Our Attention Spans Are Now Shorter Than a Goldfishs*

9 SECONDS8 SECONDS

POOR DESIGN WHAT DO YOU WANT THE USER TO DO?@MilwaukeePPC#BizExpoMKE

There are over 30 different things a user can do on this page right now!

DESIGN EXAMPLES OF CLEAN DESIGN@MilwaukeePPC#BizExpoMKE

DESIGN EXAMPLES OF CLEAN DESIGN@MilwaukeePPC#BizExpoMKE

DESIGN EXAMPLES OF CLEAN DESIGN@MilwaukeePPC#BizExpoMKE

DESIGN COLORS CHOSEN FOR A REASON@MilwaukeePPC#BizExpoMKE

Image courtesy of The Logo Company

MOBILE DESIGN WHY IS IT IMPORTANT@MilwaukeePPC#BizExpoMKE

MOBILE DESIGN DOES YOUR SITE LOOK LIKE THIS?@MilwaukeePPC#BizExpoMKE

MOBILE DESIGN @MilwaukeePPC#BizExpoMKEHAVING A MOBILE FRIENDLY SITE DOES NOT GUARANTEE CONVERSIONS ON MOBILE DEVICES.

MOBILE DESIGN RESPONSIVE EXAMPLE@MilwaukeePPC#BizExpoMKE

MOBILE DESIGN FORMS TOO LONG @MilwaukeePPC#BizExpoMKE

Notice that there are more fields above and below what you can see.

Remember people online are lazy.

MOBILE DESIGN FIELDS CODED PROPERLY?@MilwaukeePPC#BizExpoMKE

The numeric keyboard should show up for phone number and credit card fields

Asking for someones email? Make sure the @ and .com buttons are visible.

Do states, years, months, etc., have scrollable options?

CONTENT@MilwaukeePPC#BizExpoMKE

WHY IS CONTENT SO IMPORTANT?@MilwaukeePPC#BizExpoMKEdoesnt convert on your websitepeople do.

CONTENT WHY IS THIS IMPORTANT@MilwaukeePPC#BizExpoMKERanking #1 for everything means nothing if no one is converting on your website.

CONTENT ARE YOU SAYING IGNORE SEO?@MilwaukeePPC#BizExpoMKENO!!

Who says you cant write non-boring content and still optimize it for search?Google is getting much better at understanding context. Google also looks for original content.So what should I do Joe?

CONTENT STOP BEING WIKIPEDIA@MilwaukeePPC#BizExpoMKE

If someone is already on your website, most likely they know what you do, but do they know why they should choose you?

CONTENT STOP BEING WIKIPEDIA@MilwaukeePPC#BizExpoMKESearch Term is mil spec wire

CONTENT GET TO THE POINT@MilwaukeePPC#BizExpoMKE

I searched for new forklifts. They help me find oneimmediately.

CONTENT ANSWER PAIN POINTS@MilwaukeePPC#BizExpoMKE

What problem does this page solve for digital marketers?

CONTENT ANSWER PAIN POINTS@MilwaukeePPC#BizExpoMKEWhat problem does this page solve for people who put on trade shows for their company?

CONTENT WRITE BETTER HEADLINES@MilwaukeePPC#BizExpoMKE

CONTENT WRITE BETTER HEADLINES@MilwaukeePPC#BizExpoMKE

CONTENT EMPHASIZE VALUE MESSAGES@MilwaukeePPC#BizExpoMKE

TRUST WHY IS IT IMPORTANT?@MilwaukeePPC#BizExpoMKE

Dec. 2015 Gallup Poll: Advertising practitioners, Car salespeople and Telemarketers were voted some of the least trusted professions in the countrySource http://www.gallup.com/poll/187874/americans-faith-honesty-ethics-police-rebounds.aspx

TRUST NINE GATES TO CUSTOMER COMMITMENT@MilwaukeePPC#BizExpoMKEAre you for real? Authenticity

Are you telling me the truth? Believability

Are you knowledgeable and competent? Credibility

Are you appropriate for me? Feasibility of Relationship

Are you listening or just peddling? Customized SolutionsOverall, can you be relied on? Safety

Do I fully understand what youre going to do for me? Comfort

Am I making the best choice vs. other choices? Superiority

Am I paying a fair price? - ValueSource Dan Kennedy: No B.S. Trust-Based Marketing

@MilwaukeePPC#BizExpoMKETRUST USE PROOF POINTS

TRUST OBTAIN AND SHOWCASE RATINGS@MilwaukeePPC#BizExpoMKESource: https://www.brightlocal.com/2015/08/20/92-of-consumers-now-read-online-reviews-for-local-businesses/

TRUST REVIEWS ON SITE@MilwaukeePPC#BizExpoMKE

TRUST WHERE TO GET REVIEWS@MilwaukeePPC#BizExpoMKE

TRUST TESTIMONIALS@MilwaukeePPC#BizExpoMKE

TRUST SHOWCASE ORGANIZATIONS@MilwaukeePPC#BizExpoMKE

TRUST WHO DO YOU WORK WITH?@MilwaukeePPC#BizExpoMKE

TRUST LAYER THOSE PROOF POINTS!@MilwaukeePPC#BizExpoMKE

TRUST LAYER THOSE PROOF POINTS!@MilwaukeePPC#BizExpoMKE

CTAs THE FINAL STEP @MilwaukeePPC#BizExpoMKE

Calls to Action. Remember the keyword here is action.

CTAs CAN USERS EVEN SEE IT? @MilwaukeePPC#BizExpoMKE

CTAs CAN USERS EVEN SEE IT? @MilwaukeePPC#BizExpoMKE

CTAs ARE YOU TELLING PEOPLE TO SUBMIT?@MilwaukeePPC#BizExpoMKE

Do you like to be told to submit to someone else? No? Then why would you ask your customers to submit?

CTA BUTTONS GIVE DIRECTION IN YOUR REQUEST@MilwaukeePPC#BizExpoMKE

CTA BUTTONS GUIDE THE USERS IN THE BUYING FUNNEL@MilwaukeePPC#BizExpoMKE

CTAs BUILD CONFIDENCE ONE MORE TIME@MilwaukeePPC#BizExpoMKE

TOOLS TO HELP YOU OPTIMIZE YOUR SITE@MilwaukeePPC#BizExpoMKE

Optimizely Multivariate A/B testing on your current website. No new pages need to be created.

Unbounce Create dedicated landing pages that arent a part of your main, site navigation.

Formstack Build and test endless options of forms.

Wider Funnel Conversion optimization service for enterprise level businesses.

FINAL TAKEAWAYS@MilwaukeePPC#BizExpoMKEKeep your designs simple. Emphasize the action you want the user to take on the site.

Pull back on explaining what you do. Show users on your site why they should do business with your company.

Build trust with your target audience. Not only will you get more immediate sales, but lifelong trust builds strong brands.

Use call-to-actions that directly tell the user what action you want them to take. Guide your users to goal completions.

One more thing

YOUR WORK IS NEVER COMPLETED@MilwaukeePPC#BizExpoMKEDoes your site have a 100% conversion rate? Then you still have work to do.

Digital marketing will NEVER be a set and forget model. This industry moves too fast.

IM EASY TO FIND!@MilwaukeePPC#BizExpoMKE

@MilwaukeePPClinkedin.com/in/joemartinezppc