Online Sales Conversion expert Brian Massey and Heather Lloyd Martin talk about Web sites that convert, complete with a challenging quiz. How will you score? Presented at Innotech Portland 2010.
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
Conversion Science Brian Massey and Heather Lloyd Martin
1. The National C
Th N ti l Conversion Q i
i Quiz
The Science of Online
Sales Conversion
Brian Massey
Heather Lloyd Martin
1
2. SuccessWorks overview
- First SEO copywriting agency - since 1999.
- Based in PDX - and speak worldwide about SEO content
best practices.
- Create content, set strategy and conducts SEO content
development training sessions
sessions.
- Developed the online SEO Copywriting Certification
course, certifying in-house and freelance copywriters in
SEO copywriting best practices.
2
3. The Five O’s of
Brian Massey
Bi M
OLD years online marketing experience
Fifteen
Out tiThere
National S
N l Speaker
k
Opinionated and Search Engine Land
pColumnist for ClickZ
OCD
Obsessive Conversion Disorder
Open for sites of businesses of all sizes
Analyze Web Business
4
16. How Do You Calculate
“Conversion Rate?”
“C i R t ?”
a) 2πr
b) New Leads / Unique Visitors
)
c) New Customers / Unique Visitors
q
d) Kill time on Friday afternoon
17. b) New Leads / Unique Visitors
d) N
New C t
Customers / U i
Unique Vi it
Visitors
18. Qualified prospects
come to my site to:
i
a) Learn about my company
b) Solve a problem
c) L
) Learn about my
b t
products or services
d) Kill time on Friday afternoon
19. b) Solve a problem
Which may include
d) H i ti
Having time t kill on F id afternoon
to Friday ft
21. Show your prospects you understand
their i
th i pain points
i t
- What are the benefits of working with you - and why are those benefits
important to your target audience?
- What specific objections do you have to overcome?
- What is your competition doing and how do you position your company
within your local or national marketplace?
- What tone and feel should you use to resonate with your audience
How you say what you say is extremely important
27. Get inside your customers’ heads
y
Ask yourself:
- Who is your target audience (hint: it’s not “everyone ”)
it s everyone. )
- Do you have multiple target audiences?
- How old is your typical buyer/reader?
- What level of education have they reached?
- What are their average income levels?
- What are their hopes, fears and desires?
32. What should you do after creating
your visitor persona?
i it ?
a) Drink a frosty beverage
b) Research your keyphrases
c) Check out competing websites
d) Immediately start writing
35. Keyphrase Research Tools Include:
yp
• WordStream (www.wordstream.com)*** NEW
• Wordtracker (www.wordtracker.com)
• Keyword Discovery (www.keyworddiscovery.com)
• Twitter Search (search.twitter.com)
Keyword research is the foundation of your SEO success. If the
client doesn’t provide keyphrases, do the research or ask the
client for the information.
li t f th i f ti
36. Which of the following headlines would
appeal to someone looking to
pp g
solve a problem?
a) “ReducO® will slash your monthly
expenses by up to 50% within 30 days”
days
b) “We are the leader in expense-cutting
solutions”
c) “The expense-cutting difference!”
d) “Welcome”
37. a) “ReducO® will slash your monthly expenses by
up to 50% within 30 days”
40. What is your first opportunity for
conversion?
a) Home page
b) Search engine results page
c) Landing page
d) When a prospect calls your company
after visiting your site
44. Titles serve a dual purpose
p p
• Well-written Titles paired with
strong content helps pages
t t th l
position well.
• “Clickable,” compelling Titles
tempt your prospects to click
on your link over others on the
SERP.
45. Which of the following
calls to action is more likely to
y
generate a lead?
a) “Sign up for a free 30 minute
consultation”
b) “Contact Us”
)
c) “Sign up for our newsletter”
d) “Learn More”
Learn More
46. a) “Sign up for a free 30 minute consultation”
47. Specificity is the Hallmark of Conversion
“Clarity trumps persuasion”
-- Dr Flint McGlaughlin
Dr. McGlaughlin,
Marketing Experiments
48. What is the most effective way to
answer a visitor’s questions?
a) Articles
b) White Papers
c) Blog Posts
d) Video
50. Keyphrases can uncover what your
customers are wondering about
Purchase
Make/model
search
Research
Reviews, blog posts,
brand/features
brand/feat res comparison
Awareness
General overarching keyphrases
G l hi k h
51.
52. Where is the best place to send visitors
who click on ads or links in emails?
a) Home Page
b) Landing Page
c) Competitor’s Site
d) Any page that delivers on your promise
53. Any page that delivers on your promise
What is the easiest way to deliver on a
specific ad or email promise?
55. Summary
Conversion is the science of turning
g
visitors into leads and sales.
High conversion rates lower marketing costs
Copy is important. We are converting PEOPLE
Keywords drive qualified prospects
to your site
o r
Be specific in your offers.
Develop Personas
Personas.
Use Landing Pages for ads, email and other advertising