Website Conversion Workshop Presentation by Maggie Barr of Power Start Media

Conversion Marketing: Website improvements to move more customers to purchase

by Maggie Barr

Power Start Media

4-24-13

Agenda

• Customer Conversion Process

• Reverse-Funnel Conversion Strategy

• Customer Segmentation

• Three Phase Groups – Purchase-Ready Customers

– Research Customers

– Awareness Customers

• Testing Strategy

• Conclusion

4/23/2013 2 Power Start Media

Customer Conversion Process

All website visitors can be grouped into these categories: • Just looking, buying later

• Researching choices

• About to buy, got questions

• There to purchase NOW


Reverse-Funnel Conversion Strategy

Product or Service Details CTA: See examples, contact us

Pain Statements to relate to CTA: download paper or email sign-up

Summary of What You Do Best CTA: see service/product details

$ Limited

Time Offers

Pricing & Packages

CTA: contact us


• For each group, have a goal and CTA • Include messaging for all groups on

home page – Primary targets’ messaging comes

first • Be ready for low-hanging fruit!

– Ready-to-buy customers should have easy, obvious next steps to complete their purchase decision process

Customers Segmentation You have many different groups of customers to address with

your home page: 16!


Just

Lookin

g

Resear

chin

g

Final

Questi

ons

Purchas

ing N

ow

Group A

Group B

Group C

Group D

Customers Segmentation

• To maximize your conversion rate, make sure you have a easy-to-find path for each customers group

– Need ‘who we are’ and ‘why we’re better’ for each Group

– Need CTA for each phase of the decision process for each group

– All while maintaining a clean look on your website


Purchase-Ready Customers • Every page needs a ‘Buy Now’ button or link

• Every page needs a phone number and email

• Pricing should be obvious – If not on the home page, make sure visitors can search

for “Pricing” and find it, or have pricing listed on your ‘Services’ or ‘Products’ page

– Mention any bulk discounts if you have any

– Limited time offers really work! Change monthly • Consider a “Spring Special” or “Fall Special” etc.


Research Customers

• These customers are looking for something specific that differentiates you

– What do you compete on?

– Is it Price? Years in business? Company size? Visual appeal?

– This requires competitive research if you don’t already know what you competitors are offering

• What are the alternatives customers are considering?


Research Customers • Study at least 5 alternate service/product providers

using at least 5 decision criteria


Criter

ia #1

Criter

ia #2

Criter

ia #3

Criter

ia #4

Criter

ia #5

You

Competitor #1

Competitor #2

Competitor #3

Competitor #4

Competitor #5

Research Customers

• Testimonials & Customers Quotes are critical! – We all need “proof” to make a decision, even if it’s

subconscious

– Even stock photos of ‘customers’ help visitors relate to you better than a site with no people images


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Research Customers

• Establish your credibility – Blogs are great here – they

will read a few – Staff photos build trust – Include your company

president or founder’s contact info, or managers ….. Someone • Pages with no people

mentioned aren’t trusted • The more staff photos you

have the better! • NOT [email protected]


Salon #1


Salon #2


Research Customers

• Demonstrate that you care about customer satisfaction


http://uniongrovemusic.com/

Awareness Customers

• What ‘Pain’ do you resolve? Talk about it!

– You want them to say, “I have that pain!” and read on

• Why we’re better info should repeat EVERYWHERE

– Home page top and bottom

– About us & Contact Us

– Top and bottom of ‘Services’ or ‘Products’ page

• Site flow optimization

– Use Google Analytics or ClickTale.com to see which pages on your site are most visited • Where to visitors who stay the longest go after the home page

• Make sure you have “why we’re better” information there


http://www.clicktale.com/demos/FullDemo.mp4

Awareness Customers • Educate awareness customers about your product

or service category

– Whitepapers, articles, or just text blogs that explain “What is ______?”

• Get email names before you allow a download!

• Use email for newsletters, or product offers

• ConstantContact.com is good for sending emails

– Don’t assume they know anything – basic info needs to be there

• Don’t bring up objections they won’t think of!


SEO.com

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Awareness Customers

• More competitive analysis on best practices

– Find other websites that offer something similar and look for the ones you think convert better

• Do they have more text on the home page than you? Or less?

• Do you they have more detail pages that you do?

• Is there color scheme more pleasant? Or relaxing? Or exciting?

– Sometimes just seeing a site you like can give you inspiration you can’t find elsewhere

– Ask your friends and customers what other companies they’ve considered – check out those websites


Awareness Customers

• Find ways to continue the relationship through social media, content, email


http://www.awesomefurniture.com/

Testing Strategy

• A/B testing lets you discover which messaging or order of information wins more customer responses

• Try version A for one week and measure how many calls or orders you get. Then try version B.

– Test whether a guarantee works

– Test pricing

– Test special incentive offers


Conclusion

• Every customer group needs a path to more from Awareness to Ready-to-Buy

• Focus on Ready-to-Buy at the top of each page….people who want to read more will keep reading!

• Different pages for different customers is ideal

• Test everything!


Your Presenter:

Maggie Barr

Power Start Media Boulder Creek, CA

408-454-6488

[email protected]

www.powerstartmedia.com


“Your online publicity experts”

Website Conversion Workshop Presentation by Maggie Barr of Power Start Media

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Transcript of Website Conversion Workshop Presentation by Maggie Barr of Power Start Media