CONVERSION LAND: CHAT How to capture leads & optimize

INTRO

This webinar is going to break down the client buying cycle, search marketing best practices, and conversion optimization.

We will combine the best of paid search strategy, chat, and best data practices to show how you can increase your conversions, improve your website & landing pages, and sharpen up your keyword lists.

TODAY’S SPEAKERS

Launch Poll

CONSUMER BUYING CYCLE: Steps To Conversion

PHASE 1: AWARENESS

The buying cycle begins once your client has

identified a problem or need. This is what we call

awareness. It is important to understand the levers

and emotions that trigger this response.

Understanding the needs or problem will allow you

to market effectively.

Takeaway:

• Resolve Stress/Concerns

• Catching Up With To-Do’s

• Spur Of Moment Circumstances

PHASE 2: CONSIDERATION

Once the need is identified we begin our search.

This phase is called consideration, and is heavily

oriented around research. We ask friends &

family, inquire from people within the industries and

do our best to get as much background into what

we’re looking for.

Takeaways:

• Research Blogs/Forums

• Talk To Our Circles

• Search In Google/Bing

This Car Is

Awesome!

PHASE 3: SHORTLIST/REVIEW

Eventually a person will shortlist a select group of

vendors or options. Everyone is different, and what

form of branding & marketing can be unique to

why someone will decide to shortlist you. At this

stage however the search is over and the client will

want to settle down, save time, and feel

comfortable with a decision point.

Takeaways:

• Remove Extra Noise

• Save Time/Move To Decision

• Comparison Shopping

PHASE 4: ACTION/CONVERT

Of course, the last step to take is to finalize your

considerations and make that purchase or submit a

lead. This step requires many elements, especially

trust & faith in the offer that they were evaluating.

This last step is the hardest for most advertisers

since typically those who convert vs. those who

browse is much lower.

Takeaways:

• Reputation Building

• Build Trust & Relationship

• Fulfill Needs & Feel Good About Decision

SEARCH MARKETING STRATEGY The Right Offer To The Right

Audience

OPTIMIZE YOUR SETTINGS

When targeting an audience in Google or Bing it’s

very important to understand if your offer is

applicable to the entire world, the United States, or

specific segments. Over-looking this crucial aspect

could see your ad’s spread to thin, cost per clicks

higher, and budgets depleted before your primary

audience gets to engage in your offer.

Takeaway:

• Start With City/States (Consolidate Budget)

• Research What Times Are Ideal For Action

• Use Bid Modifiers To Maximize Exposure

KEYWORD STRATEGY

Keywords are the most critical aspect of any search

marketing campaign. Having a solid, logical strategy

for your keywords will be necessary to succeed in

capturing the correct audience based on their specific

needs. Here is a starting point in setting up your

keywords;

• Begin with mod. broad match types

• Avoid overly generic or abstract keywords

• Research keywords using multiple tools like the

keyword planner from Google AdWords

• Monitor your search queries to extract “money

keywords” and tighten up match types

• Set preliminary negative keywords, add as

necessary

IDENTIFY UNIQUE OPPORTUNITIES

Search marketing is not a static field. There are

many different things that can shift search trends,

keyword usage and interest in your offer. Analyze

the environment in which your target market

searches, what outside influences can alter search

habits, and any other real world circumstances that

are important.

Unique Opportunity Examples:

• Location based searches

• Events or breaking news

• Trends, slang terms, niche lifestyles

• Realistic needs, granular keyword targeting

GET CREATIVE

Identifying Unique Opportunities: Google TrendsFor example using Google Trends we can identify interest in the Patriots & Superbowl over time & in comparision

Google.com/trends

Who Will Win The

SuperBowl?

Combining the data

we collect from

multiple sources can

help us piece

together a strategy

that outshines and

outperforms those

that run on generic

best practices.

Google Trends

CASE STUDY: DOWNSIZING & EXTREME CLEANING SERVICES

Using chat to increase

engagement & close sales

EASY INTEGRATION OF CHAT INTO WEBSITE

We were able to setup the chat box on advertisers

website within 10 minutes. Using the WordPress

plugin available from Pure Chat made the process

really simple and 100% compatible with the

existing website.

From there we customized the chat box to our liking

and setup notifications to go to advertisers cell

phone so that they had the ability to respond

quickly practically at any time and from anywhere.

***BRANDING“Color increases brand

recognition by up to 80%” – (Bop Design)

DON’T TAKE AWAY FROM IT

• Be sure to match your chat box up with your

website

• Nothing should take your customer’s eye away

from the main site

• They want to know you’re there, but don’t be an

eye sore

USE CHAT IN OUR SEARCH STRATEGY

We then decided to add the new chat feature within our

ad copy & also include additional sitelinks that spoke

directly to our audience advertising our new chat feature.

Using AdWords extensions we added sitelinks & callouts

that put chat front & center.

Sitelinks: Create an additional header & link to a page

on your website. Sitelinks are great for taking over more

real estate and potentially matching a searches intent if

the header doesn’t.

Callouts: Create additional advertising text and are ideal

for making your ad’s bigger and more relevant to the

exact search, as well as additional offers/services.

DATA POINTS: STRONG CTR + CONV. RATEUsing a data set of about two weeks of live sitelinks & callout extensions we were able to identify that the

sitelink highlighting chat as a feature had the 2nd highest CTR & Conv. Rate!

This means that ad’s which featured the “Live Chat” link are getting clicked on more often and tend to lead to a

better conversion rate than our other sitelinks. Although this is a preliminary test, further optimization of the sitelink

could potentially lead to even greater results.

USING CHAT TO UNDERSTAND TARGET MARKETUsing the chat’s that our advertiser received we are able to

understand the gaps in our landing pages & potential loss of

conversions. The information we are able to mine is hard to

find as we compile the most often asked about items and

concerns the target market had. This information couldn’t be

found any other way.

In under 2 weeks of use we received over 18

chats with multiple conversions directly from

chat!

Most asked questions were:

Pricing, Service Area & Additional Services Related

Service Area15%

Cost/Estimates19%

Additional Services

19%

Job Search12%

Not Specific15%

General Inquiry12%

Business 2 Business

4%

Customer Service4%

QUESTIONS

Question: What would these visitors do if there was

no chat feature?

ADDITIONAL METRICS & INSIGHT

Google 9Direct 6Bing 3Yahoo 3

0

1

2

3

4

5

6

7

8

9

Source

TRAFFIC SOURCE OF CHAT SESSION

Google Direct Yahoo Bing

PureChat also had additional insight into traffic source!

We were also able to identify that 3 chat’s were

asking about services on behalf of other people. This

gives us insight into the sensitive area of the business

and some of the reasons someone may reach out for

help, even if on behalf of loved ones.

Potential Strategy: Target searches that

are related to someone looking for help

intervening (incl. forums, informational

portals, articles). Use language on

website to reflect this audience.

How Does Chat Help You

Lasso In Leads?

DIDN’T CAPTURE THE CUSTOMER FROM THE ADS???

ALSO UNDERSTANDING YOUR WEBSITE

What if a visitor comes directly through organic search?

Have you also identified the gaps on your website?

TEST!!!!!

Be like 75% of the top 5 internet retailers (CrazyEgg)

MORE DATA

• You know who your customers are

• You’re beginning to understand what they’re looking for

when stumbling upon your ads • What about when they go directly to your site?

• Analysis• What are the most popular areas on your website?

• Most frequent questions?

• From where to the most frequent questions stem?

• Before Testing • Form a hypothesis

• Set goals

• Look at prior testing

• What can you transfer over from your ad conversions?

• Begin! • From colors to button placement, all the way to pricing changes

BE PRACTICAL

• Managing should be simple

• TIME EFFICIENCY

• Mobile tools are your friend!

(Huffington Post)

MOBILE FOR ALL

• You’re mobile, and so are your customers

• Is your website?

• 650 billion minutes

• The amount of time online shoppers spent on a

smartphone/tablet (CrazyEgg)

CONVERSION FOCUSED

Website conversion rates: 1-3%

$92 – average company spend to bring customers to website

$1 – average spent to convert them

(AdPushup)

Simplicity

Engagement

“Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth” (Gallup)

Better Experience

Top of mind

Churn Busting

Case studies

“Correct targeting and testing methods can increase conversion rates up to 300%”

(AdPushup)

WHAT IF WE LOST OUR INITIAL VISITOR/CHAT?

Lead

Becomes

Client

Convince Lead Your Offer Is

For Them

Attract As Many People As Possible Who Are Looking

For Your Offer100 visitors

25 leads

2 conversions

Went with competitor

Ran into technical difficulty

Price/value issues/evaluating

Remarketing is a process that allows us to track users who have visited our website and cater ad’s

directly to them in the future

Remarketing Funnel

Didn’t like the offer

Remarketing Funnel

Search NetworkGoogle.com

Display NetworkMillions of Websites

Visual Ad’s

YoutubeYoutube.com

Lead

Becomes

Client

Convince Lead Your Offer Is For Them

Attract As Many People As Possible Who Are Looking For

Your Offer

Lost Leads

Send Lost Lead Back To Website

Remarketing Cycle

Search + Chat is a

recipe for conversions!

OPTIMIZATION CYCLE

The chat feature has allowed us to advance our

marketing & conversion funnels on two fronts. We

are able to optimize our search campaigns to get

better metrics and engagement and we are also

able to capture leads much more effectively and

create a better user experience on the website.

Using Chat We Can Now:

1.) Collect Data From Our Sessions

2.) Optimize Our Search Campaigns

3.) Improve Landing Pages & Website

4.) Improve Conversion

5.) CONTINUE These Optimizations

Collect Data

Optimize Search

Campaign

Improve Landing

Pages & Website

Boost Conversion

Repeat

Launch Poll

LIVE Q&A

Questions?

You Know

You Have

Them!

THANK YOU FOR ATTENDING

@PURECHAT

@AEV_INSIGHTS