Critical warning signs your site needs a redesign 031814

#123webinar | @webmarketing123


/ Frequently Asked Questions

1. Who’s the presenter?

2. How do I ask questions?

3. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email [email protected].

4. How do I get a live site analysis?

Chat us your website and top 2 keywords.


About Us

#123webinar | @webmarketing123 4

We are a digital marketing agency focusing on demand generation.

Search Engine Optimization

Website Redesign

Paid Search & Display

Content Creation

Top 500 Fastest

Growing Private

US Companies.


1 Run a Site Conversion Analysis

2 Build a Mobile Strategy

3 Don’t Sacrifice Current SEO

4 Live Site Analyses

On the Agenda


DO WE REALLY NEED A REDESIGN?

#123webinar | @webmarketing123 #123webinar | @webmarketing123

70% of the new

buyer’s journey happens online.

Source: SiriusDecisions

Your Website is the face of the Company

And Needs to do the selling for you!


Unless your site still looks like this…

Apple website circa 1997!Source: BusinessInsider; “These Huge Brands’ Websites from the 1990s Looked Terrible”

Crunch the data to make your case.


Evaluate conversion rate by device.

Analyze conversion rate by channel.

Break down offer types by funnel stage.

1 2 3

/ Run a Site Conversion Analysis

Check for healthy CVR in 3 steps:


1 Analyze CVR by channel

Organic CVR should not be < 1%

Paid CVR should not be < 4%

Start with Google Analytics “Acquisition Overview” Report.



2 Break down offers by funnel stage.

Funnel Stage Offer Type

Top

Middle

Bottom

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.



3 Evaluate CVR by device.

Compare performance with the GA “Devices” report.

Mobile should convert at about 30% of your desktop conversion rate.





You only have 7 seconds to answer

these 3 critical questions:

Treat each page as an entry point.

1 Where am I?

2 What can I do here?

Why should I do it?3



What am I supposed to do?



What am I supposed to do?







On the Agenda

#123webinar | @webmarketing123 #123webinar | @webmarketing123

Do you have a mobile strategy in place?


2014 is the year of mobile.

For real this time.


65% of online searches begin on a mobile device, yet only 16% of

marketers have a developed mobile strategy.

Source: Search Engine Watch; HubSpot

Cross-device fluency is critical

93% of people who used mobile to research

went on to make a purchase.

Source: Google, Mobile Path to Purchase

/ Build a Mobile Strategy



Pick a side to get started.

Responsive Design Mobile Site

1

2

One site works across all devices.

Manage 1 SEO strategy rather than 2.

RWD is Google approved.

1

2

Delivers specific, lightweight content experience.

Works for ecommerce, event, or account based businesses.

Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”



Get on the fluid grid.1

* Use responsinator.com to assess the situation.

Source: Moz, “The SEO of Responsive Web Design”



Test your site across devices.2

Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design



Make all content accessible - always.3

No matter how the grid slides, make sure users can navigate to all sections.

Source: Moz, “The SEO of Responsive Web Design”



Optimize for touch screen.4

Source: WebDesignerDepot, “How to Design a Responsive HTML Email”

Leave enough space around your buttons to avoid a frustrating mobile UX.



Build for speed.5

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.






On the Agenda


Google receives

100 Billionsearches a month on average.

Source: CNET; “Google Scratches It’s Brain 500 Million Times a Day”


This client would have lost revenue & 1000’s of visits.

/ Don’t Sacrifice Current SEO

SEO should be part of the redesign.


1

2

3

Are URLs changing?

Ex: www.mysite.com/about to www.mysite.com/aboutus

Are you adding or removing pages?

Ex: altering or adding products and services

Are you managing your inbound links?


Ask yourself…



Use server side redirects.






On the Agenda


LIVE SITE ANALYSES


Schedule a free, 30 minute consultation!

Thank you!

Let’s

Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”

Documents

Critical warning signs your site needs a redesign 031814