Building Websites That Convert
Goals:
Engagement: Video view, Comment, Share, Subscribe
Lead Generation: Newsletter Signup, Email/Contact Form, Call
Purchase: Purchase a product or service without an in depth sales process.
Customer Journey & Sales Flow
The shortest distance between 2 points is a straight line, but landing a client is like an airplane, you have to hit some way points to position yourself for a sale. In short:
Awareness > Interest > Consideration > Purchase > Re-assurance > Retention
Well, how does this look as a journey?
Well, an ad will make a cold customer remember your brand and your product/service.
A promo ad will make a warm up a customer to make them take an interest.
Your website will take them through a sales flow that allows them to consider your product or service.
An emotional response to the quality of your website experience, sales, experience, & product/service will make them purchase.
Your customer service will reassure your customer that they made the right decision
A custom promotion catered to existing customers will make sure you retain them forr a maximized lifetime value.
Data Science: Analytics
Metrics to keep an eye on weekly:
Time spent in session:
Cold Visitor: 30 seconds to 1:30
Warm Visitor: 2:30 - 10:00
Hot Visitor: Visits Your site 3+ times within a week.
Location
Keep an eye once or twice a month where all your hits are coming from. This will give you an indication on where you should advertise in the future. From location you can research Demographics, population density and also compare local interests and behaviors to national to make decisions about your marketing goals.
Goals
It's important to set up goals in Analytics so the SEM Ad Platform has the data it needs to target quality prospects for your ads.
Analytics: (search queries)
When you link your Ads account to your Analytics Data you can see the exact search terms used when clicking on your search ads. This sets you up for quality negative keywords to make sure your ads are being displayed to the warmest prospects possible.
Heatmaps
Heat Maps let you know how users are engaging on your site. They will let you know how far down they are scrolling on your landing page and even let you know if everyone is clicking on an area that has no button! A complete Heat Map is about 500 user interactions.
Recordings
Recordings of website visitor interactions is important when releasing new product pages, new services, and making changes to your landing page. It’s easy to see in real time what visitors do on your page. Once a month, after you make changes to your website, you can see if visitors are reading the content, looking at the pictures, or just skipping past things that you thought were important in your sales flow. Once all the changes are made and your visitors start converting you can scale.
Time spent on site
Recordings give you a better understanding of how long visitors are spending on your site. You have to compare the Search Queries to the time spent and reference if they are first time visitors or not. Sometimes a person will visit your site on their phone, bookmark it and then spend more time on your site on the same device or on a laptop. You gotta figure out what's going on with your visitors so you can make customer journey and sales flow decisions.
Blogs
Blogs are the best way to get more organic reach in search engines which does not work for all businesses like restaurants or moving companies. But if you write blogs make sure your website is set up for visitors to take an interest. Never create a menu item called blog. Instead you can create a secondary menu with 5 blog categories because categories have decision making significance if someone wants to click or bounce. Also summary blocks and blog archive blocks showing up to 10 recent blogs with 3 lines of intro text to hook the visitor is a great approach. The summary/archive section can be titled Blog and a link to the whole collection can be created on the word “Blog”
You can submit your Website Business Requirements by email before purchasing a Website Design Package.
