Beyond the Landing Page: The Seven Habits for Maximizing Website Conversions (Part 1: Webinar from Online Marketing Institute)
We can improve how our websites maximize our Ad spend
- Improve ad conversion
- Improve spending decision processes
- Increase residual value of advertising
- Re-engage with customers on a long-term basis
Habit #1: Deliver what the customer expects with the continuity of messaging
Landing pages need to be delivered on the ad’s promise
- Copy and calls to action must be on line
- Offer expertise based on the ad’s subject
- Engage the user and build trust quickly
- Start looking for the problem
Keep telling the story as they move deeper into your site
- Consistently message to the user throughout their experience
- Uncover the customer needs and deliver solutions
Benefits
- Reduce bounce rates
- Increase conversion rates
- Build credibility with prospects and customers
Fun example: Waste-O-Meter
Habit #2: Segment and balance user experiences with site goals
Not as obvious as you think
- Align your promises with your calls to action
- Identify latent needs
- Allow visitors to self segment
- Guide users where you want them to go
- Remember: landing pages is just the start
Ask yourself…
- How will each segment react
- What different types of goals do they have?
Benefits
- Build credibility with visitors and prospects
- Higher conversion rates (leads, transactions, self service, etc.)
Habit #3: Deliver value back to your Web visitors by waiting for the right moment
Pick your pitch
- User experience must win out
- Visitors aren’t always ready to engage
- Understand intimacy levels
- Lead scoring helps find buying signals
- Customers filter advertising because it’s always on
- Make it personal, make it matter
- Deliver value
Benefits
- Improve conversions on site
- Differentiating experiences
- Word Of Mouth (WOM) marketing
Habit #4: Learn to listen, listening to your segments and optimizing messaging
Learning to listen
- Scoring your content and actions
- Testing and validating with polls and surveys
- What profiling can tell you
- Measure performance by segment and persona
- Test, test, test: Test messaging with MVT
Benefits
- Better understand of each and every customer
- Incrementally improve campaign performance by segment
Habit #5: Overcome objections and barriers using community content and engagement
Understand your customers hurdles
- Ask your sales team
- Understand the sales lifecycle
- Use community to overcome fear and build trust
- Use content marketing to overcome objectives
- The 12th man (if you’re a football fan) of your sales team
Benefits
- Drive leads deeper into the funnel for your sales team
- Reduce cost of sales
- Improved conversion rates and win ratios
Habit #6: Get the conversation started: Long-term customer value through ongoing dialog
Create an ongoing conversation with your customer
- Engage users in community content
- Put your customer community to work for you
- Offer community content interchangeably with your contnet
- Build trust and confidence in your community
Benefits
- Creates value for the customer
- Greater customer intimacy/Loyalty
- Expands the customer relationship
- Deeper understanding of customer needs
Habit #7: Provide the ongoing content and experience for which visitors hunger and return
The show isn’t over after the first dance
- Content marketing mixed with episodic delivery to keep them coming back
- Build content assets worth subscribing to
- Pull visitors back with community engagement
- Tap Wisdom of the Crowd content: help customers filter
- Nurture campaigns
Benefits
- Engagement leads to buying
- Drive residual value of ad spend
Putting the Habits to Work
Improve the effectiveness of your ad spend using your website with these 7 habits
- Improve ad conversion
- Improve our spending decision processes
- Increase residual value of advertising
- Re-engage with customers on long-term basis
Speaker: Darren Guarnaccia, VP of Product Marketing at Sitecore