Why do people visit your website, only to leave a second later? Why do your social media posts get very little response? Many businesses experience these exact situations everyday. Most do nothing to solve the problem, dooming their business to Internet obscurity. Fortunately, the answers exist, if you know where to look. Read the accompanying article here: http://www.bannerview.com/blog/bmell/BOSVIEW/How-to-Convert-Website-Visitors-into-New-Customers/

1. How to
Convert
Website
Visitors
into New
Customers
The Psychology of Selling Online Series
BannerView.com
presents

2. What’s a conversion?
(and why’s my website not doing it)
“Most websites don’t have a massive
traffic problem, however every website in
the world has a conversion problem.”
- Bryan Eisenberg

3. A conversion is a defined action
based on needs
• A purchase
• A download
• A form filled out
• A phone call made
• An article shared
• A comment made
• A click on an ad
• A registration for an event
• A newsletter subscription
• A video watched
Examples

4. # of conversions
# of visitors
How do I determine my conversion rate?
“Conversion rates typically
range from 1 to 3 percent.”
-Steelhouse

5. Why are conversion rates so low?
• No Value Proposition
• No Direction
• No Relevance
• Lack of Clarity
• Feelings of Anxiety
• Distractions
• Technical Issues
• No Testing/Analysis
• Poor Analytics Platform

6. Conversion is about catering to
a person’s psychological needs
Physiological!
Customers at ease
(guarantees, no risk trial offers)
Belonging!
A sense of community
(membership, exclusive offers)
Once the four needs are serviced, then and
only then can the conversion be completed
Safety!
Trust factor
(testimonials, reviews)
Esteem!
About them, not you
(benefits, status)
*courtesy of Unbounce

7. Test
cycle
1.Research
2.Application
3.Analysis
3 Step Process to Better Conversions

8. Research
Trends & Competition
Do research before developing
website content. It’ll help better
target your intended audience
and reduce spending.

9. Start with Google Trends, which can immediately
show you past, present and (potential) future
activity of a searched topic. It will also show
related searches rising in popularity.

10. In addition to showing costs and competition
for Adwords, Google Keyword Planner can
group keyword topics together to help create
relevant landing page content.

11. Google Alerts will send you an email(s)
when instances of your or your competitor’s
keyword(s) become known to Google.

12. Open Site Explorer, a resource in developing
backlinks, can show you how a particular web
page ranks compared to up to 4 of your
competitor’s web pages.

13. *courtesy of AWStats
Even your own website hosting statistics
can provide relevant data, if it has been
up and running for at least 90 days.

14. Action
•Gather relevant information from
multiple sources as a foundation
for creating your web content.
•Investigate what your competitors
are doing, use as a template and
improve upon it.
•Begin creating the message you
want to present by writing a draft
of headlines and copy for your
web page(s).

15. Resources
Google Trends
Google Keyword Planner
Google Alerts
Open Site Explorer
Alexa
SpyFu

16. Application
Landing Page & Tracking
To get the most out of your landing
pages, tracking is essential on both
your website and any advertising
offsite. Track everything!

17. • Call to Action (CTA)
Button, link or form directing desired action
• Headline & Copy
Attention grabbing, easy to read & to the point
• Images
Eye catching, original & appropriate
• Color
Balanced with emphasis in targeted areas
• Layout
Clean without distractions
• Functionality
Quick loading & mobile-friendly
• Interactivity
Videos, chat, forms, polls, downloads, games
Landing Page Elements of Importance
A landing page is any web
page that you direct visitors to
through any offsite means,
e.g. ads, articles links, tweets,
posts, etc.
NOTE: Your Ad copy can
effect your conversions too.

18. U s i n g c o r r e c t
t a r g e t i n g a n d
testing methods can
increase conversion
rates up to 300%
V i d e o s c a n i m p r o v e
conversion rates up to 80%
40+ pages generate
12x more leads
than those with only
1-5 pages
90+% of visitors who
read headlines also
read CTA Copy
Long pages can
g e n e r a t e u p t o
220% more leads
than above the fold
CTA
What can help increase conversions?

19. 702.312.9444
Headline
Call to Action
Copy
Chat
Contact
Video
An example
landing page

20. 25
50
75
100
A l a n d i n g p a g e ’ s
effectiveness is increased
when tracking is put in
place. Two areas of focus
should be:
!
• URL tracking for use in
offsite placement (ads,
article links, etc.)
• Conversion tracking for
use in a conversion
success page (forms,
downloads, purchases)
How do I track landing pages?

21. https://www.bannerview.com/bcext-click/?ebid=83
How do tracking URLs work?
https://www.bannerview.com/promotion
gets converted to…
…and is then placed offsite in a
PPC ad, within a guest blog article
or even in a social media post.
!
When clicked, it automatically
signals the analytics program that
the offsite link came from a
designated marketing channel.
continued…

22. Most email marketing programs use
tracking urls to track important events
like open rates and click thrus.
Each URL tracked then provides individual results
for comparison in your analytics program.
<iframe src= “https://
www.bannerview.com/bannercampaign-
convert/?tid=5” </iframe>
Then, the following code is placed on the
success page that signals that the landing
page Call to Action was completed, e.g.
purchase made, file downloaded, etc.

23. Action
• Take draft copy of message and
add to the landing page, making
any edits necessary to adapt it to
the landing page presentation.
• Add images, graphics and/or video,
making sure page presentation and
speed is optimal for mobile devices.
• Test functionality of all links, forms
and tracking elements.

24. Resources
Copyblogger
Colors on the Web
YouTube Video Editor
Pixlr Image Editor
Google Page Speed
Unbounce

25. An analytics program can make
or break an online marketing
campaign. Choose wisely.
Analysis
KPIs & Platforms

26. KPIs (Key Performance Indicators) are the targeted metrics observed
when determining whether a landing page is performing well or not.
What are KPIs?
Bounce Rate!
% of people who leave after
viewing a single page.
Exit Rate!
% of people who leave after a
particular page.
Avg. Time on Site!
How long a visitor is on your site.
Avg. Page Views!
How many pages a visitor
views before leaving.
A few examples…

27. What do I do with my KPIs?
Two (or more) versions
of the same page are
created with slight
variations in headlines,
colors, images and other
on-page elements.
The versions are tested
and specific KPIs analyzed
over a predetermined time
period to help create the
best converting landing
page.
NOTE: Tests need to run simultaneously
to account for any variations in timing.
Used to compare KPIs
among variations in your
landing pages.
The A/B Test

28. Platforms
Google Analytics is the premier analytics
program. It’s free and can track activity not only
on your website, but also in any online
campaign you may be running (most
commonly, Adwords).

29. Heat Maps, like those from Crazy Egg provide
a visual overlay of which page elements draw
the eye and get the most click activity.

30. Programs like BannerOS provide a
seamless operation between website
management, marketing and analytics.

31. The Exit Survey
If you can’t determine a poor
performance issue through analysis,
an exit survey can be used.
!
The exit survey appears if a visitor
makes a move to leave a page or
abandons a shopping cart.
!
Questions can vary, but the result
should be to get a definitive answer
on why they are leaving the website.
What if my KPIs don’t solve an issue?

32. Action
• Determine the KPIs that are most
important to your campaign and
set goals to be targeted.
• Set a time period for testing
each version of the landing page
(usually a couple of days to a
couple of weeks).
• Perform comparison analysis
daily, weekly and monthly and
make adjustments as needed.

33. Resources
Google Analytics
Qualaroo
Crazy Egg
KISSmetrics
SumoMe
BannerBlog

34. Conversion really is about
understanding your potential
customer. Understand his or
her needs and ultimately you’ll
convert them from a website
visitor to a recurring website
customer.
Final thought
Check out the
growing field of
Neuromarketing

35. presented by
BannerView.com
Developers of BannerOS
For more information on
BannerOS, visit
www.BannerOS.com