Smart marketers know that traffic alone is a vanity metric. To be successful, you have to convert that traffic into customers. And so we have the growing focus on conversion optimization. By leading visitors effectively through a well-planned sales funnel, we can increase sales without ever attracting a single additional visitor to our sites. But one of the little-known secrets to successful conversion optimization is that it starts with getting the RIGHT traffic from the get-go. Rather than trying to get traffic, ANY traffic, you’ll can bring in a lot more money a lot more quickly by attracting an audience that’s ready to convert rather than one that’s not. This session will show you how. This presentation will help you: >>Decipher between a visitor who is ready to become a customer and one who is not. >>Identify which types of keywords used by ready-to-buy searchers and how to incorporate them into your content for maximum conversions. >>Use title and meta description tags to take their targeted audience from searcher to visitor to customer.

1. @StoneyD
Stoney G deGeyter
@polepositionmkg
BEFORE THE SALES FUNNEL:
CONVERSION OPTIMIZATION
TIPS TO DRIVE TARGETED
TRAFFIC TO YOUR SITE

2. Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
• @StoneyD
linkedin.com/in/stoneygd
Web Presence
Optimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS
ME
WebMarketingChecklist.com

3. Informational
Interest
Brand
Engagement
Online
Searches
Conversions are all about targeted traffic
is easy…takes work.TrafficTargeted
@StoneyD

4. Converting visitors starts yesterday
@StoneyD
… before the visitor even lands on your site

5. Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
Choose Converting Keywords

6. Targeted
Untargeted
Two kinds of keywords
@StoneyD
Brings in
Visitors
Brings in
Visitors
Targeted
Untargeted

7. Different keywords represent different intents
@StoneyD
“cordless
telephone”
headset?
cordless
“telephone
headset”

8. One keyword for different interests
@StoneyD
MOTORCYCLE
What comes to mind:

9. HOG
Keywords dictate the visitor
@StoneyD

10. Keywords dictate the visitor
DIRT BIKE

11. Keywords dictate the visitor
CRUISER

12. Keywords dictate the visitor
CROTCH
ROCKET

13. Traffic vs. conversion keywords
@StoneyD
x.1% = 1000
conversions
x2.5% = 11,000
conversions
HARD!!!!!
EASIER
+10,000

14. Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
Entice the Click

15. Don’t compete for rankings
@StoneyD
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16. Don’t compete for rankings
@StoneyD
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2
3

17. Don’t compete for rankings
@StoneyD
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2
3

18. Don’t compete for rankings
@StoneyD
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2
3
THIS IS NOT YOUR
COMPETITION

19. Compete for clicks instead
@StoneyD

20. Compete for clicks instead
@StoneyD

21. Compete for clicks instead
@StoneyD

22. Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
Four (not so ordinary)
Conversion Tools

23. Title tags (clickable text) get attention
@StoneyD

24. URLs (destination page) provide confirmation
@StoneyD

25. Images (where applicable) create interest
@StoneyD

26. Descriptions (surrounding text) generate action
@StoneyD

28. Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
He Who Has
the Most TRUST Wins

29. Everyone wants exposure
@StoneyD
TRUST
BUILDS
EXPOSURE

30. How to build trust before the click
@StoneyD
•Quality products & services
•Stellar customer service
Word of
Mouth
•Listen to your audience
•Provide value help
Social
Engagement
•Produce tips and tutorials
•Demonstrate knowledge/skill
Quality
Content

31. Before the Sales Funnel: Conversion Optimization Tips to Drive Targeted Traffic to Your Site @StoneyD
PolePositionMarketing.com
Thank
You!