IHCA 2019 Congratulations! You’ve Launched a Website - Now ... · Congratulations! You’ve Launched a Website - Now What? IHCA 90 Minute Session Wednesday, 9/11/19 ... - Attract

Congratulations! You’ve Launched a Website - Now What?

IHCA 90 Minute Session Wednesday, 9/11/19 1:00 - 2:30pm

Presented by: Nicole Wagner Internet Marketing Director, Stevens & Tate Marketing

© 2019 [email protected] •

Congratulations! You’ve Launched a Website - Now What?

Understand how to improve and evolve the brand messaging and user-friendliness of your website over time Discover how to keep increasing your website’s exposure so that you are regularly attracting high-quality prospects Learn how to continually track and evaluate conversion points throughout your website so that they are working effectively to turn visitors into leads and prospects

© 2019 Confidential © 2019 [email protected] •

How Old Is Your Website?

How Many Years Between Websites?

• On average, websites last 2-3 years before a redesign

• Take 3-6 months to develop


Which Emotions Did You Experience During Your Last Website Redesign?

• Find or build a team of experts • Costly • Takes up time • Risky


How Often Do You Make Impactful Improvements to Your Website?

• 42% of marketers make impactful improvements to their website once or less per year.


Growth Driven Website Design

Smarter approach to web design that: • Allows your website to always be fresh • Reduces frustration and risk • Drives optimal results using data


Traditional Approach


Continuous Improvement Approach


Continuous Website Improvements

Continuous Website Improvements is focusing on improving your website to align with organizational and marketing goals. • Use data generated from your website to

understand your buyer’s behavior • Create theories and test those theories to

reach your goals: - Attract more visitors - Convert more leads - Delight more customers


Growth Driven Design

Continuous Improvement


Strategy


Know Your Goals

Understand your company’s overall business, sales and marketing goals to formulate how your website will assist in these goals. How does your website support: • Brand awareness • Lead generation • The decision making process


Know Your Audience

Develop an empathetic understanding of your audience’s world and how the website can solve problems along their journey. • Who are we trying to reach? • What do they need to make a buying

decision? • What is their current experience with our

website? • Are we reaching them in a compelling

manor? • How can we improve?


Buyer Personas

Created to represent your ideal customers. They help you to get to know your customers and potential customers. Well crafted personas help you create content that give visitors the information they want and need. Buyer personas can create a common language among your team, making it clear who you’re building the website for.


Understand Your Buyer Personas

Demographics Career path Family life Demeanor Communication preferences Goals in life Goals in career Challenges in reaching those goals How we can help them reach these goals Real quotes on challenges Real quotes on why they chose your services


How To Create A Buyer Persona

Research Identify trends Ask current customers • Roles • Challenges • Working to accomplish • How do they obtain knowledge

Reach out to both good and bad customers

Ask Me For A Buyer Persona Worksheet!


Understand Your Buyer’s Journey


Journey Mapping

Your goal in user journey mapping is to develop a holistic view of your persona's journey in completing their decision making process. • Walk through the different stages

and track the specific problems and unmet needs the persona runs into.

• Out of these stages mark the ‘key event’ that occurs which flips them into the next phase of their journey.


Launch Pad Website


Launch Pad Website

Quickly build a website that looks and performs better than what you have today, but is not a final product. Rather, your Launch Pad is the foundation of which to build and optimize from. • Typically live faster • Start collecting real user data immediately • Lowers your upfront commitment • Achieve quicker turnaround on your

investment


Set Up Your Data Points

Create baseline data points Decide on your key performance indicators Utilize tools to understand your website audience


Website Analytics (Google Analytics)

Measure • Website traffic • Audience types • Site search • Bounce rate • Behavior flow • Keyword analysis (Google Console) • Average time on page • Average # of page views per visit • Goals


User Evaluation Tools (Hot Jar)

Measures • Heatmaps • Recordings • Surveys • Polls • Incoming Feedback • Conversion Funnels


User Evaluation Tools (Hot Jar)

Measures • Understand what users are looking

for and care about • Learn what friction points prevent

the conversion • Get feedback from users on how

your website is performing for them • Get to know more about your

audience


User Activity Monitoring and Marketing Automation (Hubspot)

Measures • Contact and company insights • Specific contact activity • Conversations • Forms users complete • Live chat conversations




Continuous Improvement Process

Build Traffic Improve Usability and Value Drive Conversions


Build Traffic

increase website exposure to attract high-quality prospects


New Visitors

The goal is to build a consistent and predictable fresh flow of new, good-fit visitors to gather data and feedback and gain some quick wins. Focus Metric • Month over month continuous website

traffic growth with a minimum goal of 3,000 – 5,000 unique visitors per month (or 50 – 100 unique daily visitors).

Google Analytics


Where Does Traffic Come From?

Organic Search Paid Direct (Band Awareness) Referrals Social Email

Google Analytics


Organic Search

Unpaid efforts to drive traffic to your website • Search engine optimization • Content development


SEO

Search engines rank you on a good experience • Optimized web page • Responsive website • How fast your page downloads • How long a user stays on your web page • How often they link over to other pages on

your website • How often other websites link back to your

page • How often your content is shared in social

mediaAsk Me For An

SEO Audit


On-Page SEO

Improving website content to be easily identified by search engines

• Addresses a topic your persona wants to learn about.

• Has a primary keyword phrase as it’s topic. • Mimics the language of your persona. • Uses natural language and variations on

keyword phrases. • Includes that keyword phrase in the title, URL,

body, image and alt tag. • Incorporates links in the body copy with keywords

hyperlinking to other relevant pages on and off the website.

• Offers clear next steps on what the persona should do once they read this page.

• Allows them to socially share your content.


Off-Page SEO

Developing relevance, trustworthiness, and authority online • Link Building • Social media marketing • Guest blogging • Linked and unlinked brand mentions • Influencer marketing


Content With Purpose

Content is the message you’re trying to deliver to your visitors, leads, customers, and promoters. • Create topic clusters of content that cover

a specific core topic in depth and link this content to a centralized hub.

• Your ultimate content goal is to provide information that walks your user through their buying journey until they make a purchasing decision and beyond.


Paid

Paid online advertising that drives visits to your website • Google and Bing ads • Social media ads • Digital advertising


Direct

Off-line efforts where users become familiar with your URL and visit your website • Brand awareness • Traditional advertising • PR


Other Forms of Traffic

Referral • Other websites that link to your website • Directory listings

Social • Can be paid or organic • Can also be a referral

Email • Current database of people who have

opted in to receive information from your brand - Not ‘new’ website visitors - Need attention to be ‘nurtured’ through

the buyers journey


Improve Usability and Value

through messaging and website usability


Usability

The goal of the usability focus area is to make sure the website is intuitive, inviting, and easy to use to help users solve problems, answer questions, and unlock value as quickly as possible. The usability focus area is all about helping them find value as quickly and easily as possible.


Usability Metrics: Google Analytics

Bounce rates > 50% • Visitors who navigate away

from the site after viewing only one page

Exit % > 50% • Visitors who exit on that

specific page Time on Site or Page

Google Analytics


Usability Metrics: Hot Jar

Click Move Scroll


Usability Metrics: User Paths

Hot Jar


Usability Metrics: Recordings

Hot Jar


Value

The goal of the value focus area is to make sure all major website elements, including pages or sections, help solve users’ pain points and provide value.


Value Tactics

Validate how your website is doing in helping it’s visitors. • Net promoter survey • User satisfaction scores • Social value • Online reviews and testimonials • Live chat!


Optimize Conversions

turn visitors into leads and prospects


Conversions

A website conversion occurs when a visitor to your website completes a desired action, such as signing up for newsletter, social media share, filling out a form or making a purchase. The percentage of total visitors that convert is called your conversion rate.


Conversion Rate Optimization

There are paths, or funnels, that your users travel through. At the end of one of these funnels is some type of event, which often leads to a conversion of some sort. The focus metric for CRO that you want to measure is the percentage of users entering the top of the funnel and successfully converting at the bottom.


Segment Your Audience

First, segment the users in your funnel to understand who they are, how they found you, and what actions they took earlier in their journey. For example, if you see that 80% of those who successfully convert through the funnel have watched the explainer video on step one, find ways to encourage more users in the funnel to watch the video.


Simplify the Process

Reduce the number of steps a user must take to get to the end conversion point. For example, instead of requiring a user to click a call-to-action, visit a landing page, fill out a form, and download an offer on the thank you page, try experimenting with an on-page slide-up lead capture form where all of those steps happen directly in one spot.


Personalize User Experience

Provide a hyper- relevant experience for each user or user-segment to ensure they get the perfect experience for their needs. • Focus on areas with considerable drops in

performance by your primary persona. • Personalize key website elements based

on device type. • Personalize for existing customers to drive

customer success, cross-sell, or upsell opportunities.


Personalize 4 Step Process

Visitors engage with your touchpoint Collect data about the visitor Profile visitor • Based on data collected decide which

persona they are closest to Personalize touchpoint the next time they engage

Hubspot


Growth Driven Design



Continuous Improvement Phase

Build Website Traffic

Improve Value and Usability

Optimize Conversions

Organic Search

Paid

Direct

Referrals

Social

Email

User Experience

Navigation

UI Improvements

Mobile Experience

Conversion Paths

User Paths

Testing Value Propositions

Testing CTAs

© 2019 Confidential

Thank You For Your Time!

Nicole Wagner, Internet Marketing [email protected]/627-5200

More on Internet Media Marketing at Stevens-Tate.com

To receive a PDF of this presentation, email us at [email protected]

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IHCA 2019 Congratulations! You’ve Launched a Website - Now ... · Congratulations! You’ve Launched a Website - Now What? IHCA 90 Minute Session Wednesday, 9/11/19 ... - Attract