Category: Lead Gen
Whats in it for me?
Today I'm going to walk you through EXACTLY how you should initially set up your website for success. You will learn how to set up detailed analytics, heatmaps, remarketing ads and split tests. I will also show you explain the power behind split tests as well as walk you through content flow and page speed optimization.
At the end of the training, we will
I know this may sound daunting but I promise it's much more straight forward then you think.
Part 1: Setup & optimize analytics
You cannot optimize what you cannot analyze.
Translation: you need to have detailed analytics for your website.
However, you also cannot optimize what you cannot understand so instead of trying all of the thousand and one analytic tool sets currently available, I advise you stick to the two most powerful; Google Analytics and Facebook Insights.
Combining these two give you the vistor data from the two most popular websites on the planet.
These three tools will give most businesses all the data they need to begin optimizing their websites for higher ROI.
Part 2: Setup Remarketing Pixels/Tracking
Once you setup your two primary analytic pixels (Google and Facebook), it will take time to start populating data.
While you wait for this data, the next step is to setup remarketing audiences. Remarketing is the term used to specify a type of ad that allows you to show unique ads to ONLY specific people who visit specific pages on your website (right down to a unique ad for each page on your website). Imagine if someone visits your websites and then visits a page on your website for a specific product or service.
Let’s imagine this page is for a green cowboy hat with a red sticker on it. Imagine how powerful it would be if you can then show THAT specific person (and no one else) a ad specifically geared towards green cowboy hats with red stickers on it? Even better, because you only get charged per view or per click for your ad (and there is only one person the ad is showing to) you pay pennies on the dollar for a much more targeted ad.
ROI on remarketing ads routinely reach 3000% to 5000%. Yes, those numbers are real and no, I’m not joking. The reason for this extremely high ROI (as compared to normal cold advertising) is the fact that most people “buy” after the 4th to 8th touch.
Each time they see a remarketing ad for a product they are interested in is considered a “touch”. I work with companies who spend ALL of their digital advertising budgets on remarketing ads ONLY and make money hand over fist.
Google has different advertising networks, the primary ones being Search and the other Display. Search is geared towards ads that will be shown for people searching for specific keywords. Display is image ads that will be shown on various websites around the web. Google’s Display network is estimated to have access to over 98% of the web so you have a 98% chance of being able to get your remarketing ad in front of a prospect on any website they visit online.
Facebook Remarketing is specifically designed to show ads to people only while they are browsing Facebook and Instagram (which Facebook owns). A different style of remarketing ad is needed here vs the Google Display Network but the principle remains the same. You want to your ad in front of anyone who visits your website as many times as necessary to get the sale.
Part 3: A/B Split Testing (Optional)
Split Testing is optional but highly recommended. You have analytics and heatmaps in place which means you can see exactly how users interact with your website. Now you want to start split testing specific elements of your website to start improving your ROI and click through.
You want to test everything down to how curved the corners are on your buttons.
To get started, concentrate on colors, typography, button shapes, types of images and text content. Even moving a button millimeters to the left or right can affect your conversion rate. You will never know this unless you can test it. VWO or Optimizely are tools allow you to affordably test almost all aspects of your website.
Part 4: SEO (Search Engine Optimization)
Although Google is making SEO progressively harder each year (as they slowly turn their search engine into a “pay to play” environment), doing simple SEO optimizations to your pages title and description can help increase traffic dramatically. Identifying keywords and phrases that people are looking for can help categorize your website in Google’s Databases. Simple tweaks to your SEO can provide increased revenue for years to come.
- Title and Description Optimization
- File/Image renaming (SEO and Branding)
Part 5: Page Speed Load Time
Page speed and load time matter not only for SEO ranking within individual search engines but also directly into whether someone stays on your website. A slow loading website by even half a second can be the difference between a 95% bounce rate and a 45% bounce rate. Every year the average person’s attention span decreases exponentially. Your website should give them the information they are looking for instantly. This is possible through optimizing your website code, images, files
Types of Compression:
- Code Compression
- Image Compression
- File Compression
Part 6: Broken link check
Part 7: Content Flow Optimization
Part 8: Branding Ad Campaign
Setting up basic, low-cost branding related ad campaigns with the two largest websites in the world (Google and Facebook) can provide near instant, extremely high ROI with almost no work. I would suggest targeting your company name first using Google (so you capture anyone searching for you) and setup remarketing ads on Facebook and LinkedIn promoting your amazing customer service and reputation to anyone who visits your website. You want to create your basic branding ads on Google, Facebook, and LinkedIn. There is a very good article about using LinkedIn Insights here.
Part 9: Capture Leads
Most companies don’t understand that their problem is not getting NEW traffic to their website, it's converting the traffic already on their website. Most websites have over a 98% bounce rate. This means that 98% of the people who visit these websites leave without taking any action. If you can get a visitor to take just one small action (even as simple as scrolling down the page) it triples the chance of them staying on your website long enough to become a qualified lead. Optimizing “above the fold” call to actions, adding irresistible offers to entice people to enter their email and creating enticing messaging to make them want to read more are simple ways to decrease your bounce rate and increase your bottom line.
Primary Steps to Take:
- Irresistible Offer
- Optimize above-the-fold Content
Part 10: Optimize Social Media
Most companies overcomplicate social media. You are not SELLING on social media, you are simply proving your company is active and cares about their reputation. In multiple different polls it was discovered that over 30% of the people investigating if they should work with a company checked their social media profiles simply to see if said company was actively posting.
Just posting random content daily is enough to convince prospects that they should contact your company.
Now, of course, you should make sure your content is relevant and on topic with some sort of call to action but worst case just make sure you are posting something daily!
My favorite social media tool I recommend you get started with is Buffer.
Using Buffer and a little creativety, you can easily setup 30+ days of scheduled social media posts once a month.
The End / Recap
The steps I went over above should be considered the foundation of your digital properties. Many companies build huge marketing campaigns without investing in a strong foundation which best case leads to low profits or worst case leads to bankruptcy.
If you follow the steps above you will set your company up for success.
If you want to 10X your revenue in half the time, you can have my team setup all of the above programs and systems to maximize effectiveness for your unique requirements.
To see if you qualify to partner with me, fill out a partnership application here on my website.
I hope you enjoyed this training and I can't wait to see the impact your company makes on our communities!
New Revenue Consultant