We have an awesome topic for you today – probably my favorite thing to, which is to discuss conversion optimization. It goes by a lot of different names – a common acronym is CRO (conversion rate optimization). It is means getting your website and your content to more efficiently convert traffic into sales.
Video Series Content / Vlog
The Final Click Marketing Show Ep. 2: Improving Website Conversion for Local Businesses
July 30, 2020
Conversion Optimization (0:30)
- What is it?
- Why is it important?
Do you have a traffic issue? (1:36)
- Importance of looking at current assets
- Two-part equation: quality traffic + quality website
Is your website ready for more traffic? (2:39)
- Descriptive headline
- Location of contact information
- Ease of navigation
What makes customers purchase from you? (4:27)
- 22-day buying cycle
- Decision influenced by 32 touch points
- Experience + nurturing
What matters to your customers? (8:56)
- Importance of first impressionSupporting content answering key buying questions
- Reinforced messaging and repeat content
- Importance of personalization
Where is discovery happening? (15:46)
- Social media
- Brands vs. local business spending
- Importance of content strategy
- Need to test and experiment
- Be relentless
- Diversification and providing value
What should your website experience be? (29:33)
- Key components
- Use of videos
- Millennials look for values
- Showcase products, process, and pricing strategy
- Highlight your benefits
What should you be doing? (39:53)
- Visit your own site frequently
- Know your buyer’s process & questions
How do you stand out among your competitors? (42:20)
- Retargeting campaigns with warm audience
- Use a follow-up sequence
- Reach & frequency
- Content for retargeting
RECAP (54:09)
- Content and sequence for nurturing customers