From Clicks to Customers - 5 Ways to Improve Website Sales

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FROM CLICKS TO CUSTOMERS:5 WAYS TO IMPROVE WEBSITE SALES

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Andy Crestodina | Orbit Media Dalip Jaggi | Devise Interactive Co-Founder and Strategic Director

of Orbit Media

@crestodina

Principal at Devise Interactive

@thinkdevise

PANEL SPEAKERS

The Dynamic CommunicatorTM

@dynamicjill

Jill Schiefelbein | Owner MODERATOR PRESENTER PRESENTER


TODAY’S AGENDA

Creating a Great User Experience

Choosing Images That Drive Action

Establishing Pricing Anchors

How to Use Social Proof

Creating a Sense of Urgency


CREATING A GREAT USER EXPERIENCE: WRITING AND PAGE LAYOUT FOR THE WEB

CHANNEL EXPLOSION


FROM THE AUDIENCE POINT OF VIEW

Questions to ask:

Is the content digestible and easy to follow?

Did you avoid jargon?

Did you personalize the conversation?


EVERYTHING HAS A REASON

Each content section should serve it’s own

purpose.

Before even designing a page, take your content to a blank word

doc.

Start identifying the content hierarchy.

Keep font sizein mind.

Take spacing, sizing and

kerning into consideration.


USE NUMBERS TO DRAW INTEREST

source: Conductor: 5 Data Insights Into the Headlines Readers Click

Overall Headline PreferencesOdd Numbers= 20% More Clicks


HEADLINES: EMOTIONS GET SHARED

Source: What Makes Content Viral? Jonah Berger and Katherine L. MiLKManhttps://marketing.wharton.upenn.edu/files/?whdmsaction=public:main.file&fileID=3461

Source: Emotional Marketing Valuehttp://www.aminstitute.com/headline


FORMAT FOR SCANNERS, NOT READERS

Headings and Subheadings

Bullet Lists and Numbered

Internal Links

Bolding and Italics

Multiple Images

Position in Sequence

List Order: Serial Position Effect


FORMAT FOR USER EXPERIENCE

Heatmaps

Analytics

A/B testing of all types (content and layouts)

Advanced tag tracking

Install and use beneficial tools and scripts to help optimize your UX.


TECHNICAL ASPECTS OF THE USER EXPERIENCE

Optimize page speed

Mobile and responsive technologyis a must

Ensure your website is mobile friendly and still holds compelling call toactions and messaging across the board

Source: ComaticaThe company, product and service names used are for identification purposes only. All trade marks and registered trade marks are the property of their respective owners.


CHOOSE IMAGES THATDRIVE ACTION


IMAGESELECTION TIPS

Images should be self-explanatory

In most contexts, humanize the process by providing real images with real purpose

Evoke emotion that helps influencethe call to action

Select images that attract with color and grab attention

Personalize the process by featuring those who may reflect your audience


“IF YOU CAN’T WRITE A CAPTION FOR IT, IT’S A STOCK PHOTO.”


PICTURES IMPROVE LEARNING AND ACTION

sources: Pictorial Superiority Effect” Brain Rules, Dr. John Medina


IMAGES HELP INCREASE SHARES

source: Twitter Media Blog, March 2014, Social Bakers, March 2014


“IN A DESERT OF TEXT, IMAGESARE WATER.GIVE YOUR

READERS A SIP!”


COLORS, TRUCKS AND HEDWIG VON RESTORFF

The company, product and service names used are for identification purposes only. All trade marks and registered trade marks are the property of their respective owners.



ACTION COLORS AND CONVERSIONS


-


WE’RE HARDWIRED TO LOOK AT FACES


EYE TRACKING STUDIES SHOWYOU LOOK WHERE THEY LOOK


THE INVISIBLE ARROW EFFECT



BASKERVILLE, THE MOST CREDIBLE FONT. . .

source: Twitter Media Blog, March 2014

Version One

Version Two

“If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.”

“If a one kilometer asteroid had approached the Earth on a collision course at any time in human history before the early twenty-first century, it would have killed at least a substantial proportion of all humans.”


ESTABLISHING PRICING ANCHORS TO

INCREASE SALES


YOUR WEBSITE IS YOUR STOREFRONT

What selling tactics are being usedin-store that can be replicated online?

Automatic makes automagic


HOW TO DOUBLE SALES

source: Simonson, I. (1993). “Get closer to your customers by understanding how they make their choices,” California Management Review, 35: 68-84.


PRICE PRIMING AND ANCHORING


PRICE PRIMING AND ANCHORING IN ACTION


500% Increase in Conversions


ATTENTION RATIO: TOO MANY OPTIONSIS A BAD THING

All Varieties Top Seller Only

+ 233% Conversion Rate + 40% Average Order Value + 366% Average Revenue / Click

source: 5 Easy Tips to Improve Every Blog Design

source: Adlucent



HOW TO USE SOCIAL PROOF FOR HIGHER CONVERSION


WISDOM FROM THE CROWD


10 WAYS TO OFFER SOCIAL PROOF

Testimonials Number of Happy Customers

Endorsements “Our Most Popular” Best-Seller

Social Media Shares Studies and Statistics

Social Media Widgets Press Mentions

Certifications, Awards Reviews

1 6

2 7

3 8

4 9

5 10


“WHEN YOU SAY IT, IT’S

MARKETING.WHEN THEYSAY IT, IT’S

SOCIAL PROOF.”



TRUST FROM AWARDS AND MEMBERSHIPS


TESTIMONIALS = SUPPORTIVE EVIDENCE

Never Make a Testimonials Page!


CALL TO ACTION CONFORMBest Practices for Signup Form

Prominence

Promise

Proof!

1

2

3

Before

After


SOCIAL PROOF: EVERYBODY’S DOING IT


SOCIAL MEDIA WIDGETS


SOCIAL ICONS ON YOUR SITE


CREATING A SENSE OF URGENCY TO DRIVE ACTION

CHANNEL EXPLOSION


DEADLINE TO ACT

A deadline influences an immediate conversion

Portrays demand to your user

Is one of the greatest psychological tools you can use


Rebates Early Bird Registration

Trial Periods Countdown Clocks

Free Samples Limited Supply

6 WAYS TO LEVERAGE LOSS / SAFETY

Remind Readers What They’ll Miss, Risk Or Lose By Not Choosing You.


GUESS WHICH DAY WASTHE EARLY BIRD DEADLINE?

Ticket Sales Growth



MUST HAVES


Movement > Images > Text


Q&A


CLOSING THOUGHTS

Andy Crestodina Co-Founder and Strategic

Director of Orbit Media

@crestodina

Dalip Jaggi Principal at

Devise Interactive

@thinkdevise


WEBINAR RECORDINGS FROM THIS SERIES

Access recorded sessions from the first 3 events at cbcommunity.comcast.com:

How to Master SEO and Grow Your Business

Using Social Media to Increase Sales

Build Your Audience with Content Marketing

Link To Today’s Recorded Event Coming Next Week To Your Inbox

Find out aboutupcoming events at

entrepreneur.com/events


THANK YOU

Want More Information?Find ideas, solutions and perspectives from experts

and real business owners at Comcast Businesscbcommunity.comcast.com