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Turn more of your web visitors into buyers You can download these slides later today http://www.davidtaylorwebmedia.com/turnmore2016 In the last seminar You got quality traffic to your business website Organic search results Pay per click Display ads Blog posts Social channels Email marketing Today is about Turning more of those visitors to your website into buyers And it starts with the very first moment they land on your web page How people behave when they first land on a new website.. Visual assessment Visitors are asking themselves... Is Is Is Is Is Is Is this credible? this professional? this authoritative? it accredited? this trustworthy? this what I expected? this making me want to know more? How does your website stack up? Get an objective opinion The nature of website design in 2016 Less is more Fast to consume Solving audience problems Mobile structured This site is 3 years old. That's how fast things are changing Definition of marketing "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." Chartered Institute of Marketing This occupies my thoughts every day of every week – better understanding my customers Understanding what your customers want is critical to converting visitors to buyers How do you better understand what your customers want? Content testing (split or A/B testing) Consumer testing Google analytics Survey Google Analyics tells you if your website is fulfilling your visitors needs By introducing new pages you can test what content appeals most to users Keeping a monthly log let's you see trends Understanding customers pain Example: Networking Group I said 'what is the problem you are solving for these people?' She said 'the need to network' I said 'that's not the problem you are solving' She said 'growing their business' The point is that the networking group was just the conduit. The real pain was business growth You need to identify the problems you are solving for your customers and make it apparent on your home page In my own case: It's not that my customers need a website It's that they want more leads, enquiries and sales Benefits verses features We don't generally buy on the first touch of a product or service. We want more comfort. That's why businesses work hard to get your email address Remarketing Social media Presentations PR Content marketing How are you going to touch your prospects more? Commitment – get people to buy something very low value gets them in a buying mindset Social proof – when we see people like them loving something it makes them buy it Is your website personable? Does it resonate about you? Go authentic! Project your authority in your niche Scarcity motivates Does our own site deliver? Conversion optimisation So you've worked hard to provide a great user experience Now you need to achieve a conversion Conversion optimisation Don't underestimate how simple and obvious you need to make the value proposition Conversion optimisation Don't create barriers to conversion - register login complicated navigation lack of clarity Conversion optimisation Think about conversion in terms of building relationships Conversion optimisation Consider incentives or urgency would work for your business Conversion optimisation Ensure you notify people their action is completed Conversion optimisation Reduce the risk with guarantees Conversion optimisation Don't default to a sale conversion – remember the 7 touches Download our free Subscribe Request Attend our Claim your Conversion optimisation A/B testing and landing pages is a key tactic Conversion optimisation Video can deliver on multiple levels Engagement Authority Authenticity Explaining complex issues Live chat In some scenarios live chat increased conversions by 40% Human contact However good your website is, in my experience people still want human contact unless you have massive brand value Home page - credible, trusted, track record, easy to consume Spend time understanding your customer needs Get familiar with Google analytics data Focus on solving your next customer's problem How are you going to multiple touch people Does your website have humanity? Test consumer reaction Hopefully... that's given you plenty to go away and consider with regard to your business and your website How to get visibility with you target audience through content marketing Understand your customers better with Google Analytics What works in social media for business Any questions? Turn more of your web visitors into buyers http://www.davidtaylorwebmedia.com/turnmore2016