5 Website Mistakes That Are Killing Your Profits

Transcription

1 5 That Are Killing Your Profits (and what to do instead)! Slides and handouts: Just leave your card and we will send them to you (*Along with an extra surprise or two) Rich Dietz TriSummit Linkedin.com/in/RichDietz

2 Rich Dietz Over 20 years' experience online working with startups, small business and nonprofit organizations. Helping them all to have a bigger presence online. NorseWebSolutions.com 2 TriSummitSolutions.com

3 Not easy. But you MUST start now The best time to plant a tree was 20 years ago. The second best time 3is now. -Chinese Proverb

4 Text Heavy Slides Oh No! I promise I do not just read the slides Boring! Why text heavy slides You don t have to take notes the info is there for you later You can focus on the ah-ha moments They will still make sense 6 months from now 4

5 What you talkin about Willis? HTML, CSS, jquery ROI, API, SEO wysiwyg Open-Source Blah, Blah, Blah 5

6 Best Practices = what works for your org. It s like a buffet 6

7 Mistake #1 Brochure Websites 7

8 Zzzzzzzzzzzzzzzzzz Brochure websites pages or so Static, boring Never really updated They don t encourage or inspire action 8

9 Direct Response Website Direct Response Website focuses on actions We want folks to do things Signup, contact us, call, buy, add to cart, share, watch, etc. Small actions increases their engagement AND connection Call to Action on every page 9

10 Mistake #2 Boring Content 10

11 Boring content Brochure website Long text articles no images or video Taglines, mission statements, list of services, etc. Instead give them what they want: Engagement / Actions Images / Video Stories! 11

12 Images and Video 5-10x more likely to be shared (go viral) 50x easier to get page 1 in Google (Forrester Research) Creates a more emotional connection Utilizes more senses The single BEST way to tell your story 12

13 Tell Stories! Stories are memorable We are hard wired to respond to stories 10 facts/1 story people remember the story 13

14 Tell Stories! Stories create an emotional connection Emotion creates buying decision, then They justify it with rational reasons Individual stories are best danariely.com 14

15 Storytelling Examples Insurance company More engagement and sales after stories Just think of any memorable ad Almost always about a story Super Bowl Ads Best Buds top ad of

16 Craft Better Stories Use the Cliffhanger You will get more opens, reads, shares, etc. Just one tip from the storytelling worksheet 16

17 Tell Stories! Use stories throughout your content , website, social media, etc. Storytelling Worksheets included in our follow up Just give us your business card after the session 17

18 Mistake #3 Not Fully Utilizing Marketing 18

19 Not using marketing ing from Outlook Not growing your list Only sending your Monthly Newsletter is one of the best tools you have, use it. 19

20 is Still #1 drives the most online conversions. is second only to search for new customer acquisition. Direct Marketing Association 7 Touches Develop relationship over time Before asking for purchase 20

21 Why Marketing? Inexpensive / High ROI Mailchimp.com free ActiveCampaign - inexpensive Highest Return on Investment (ROI) for all direct marketing channels $34.00 in sales generated for every dollar spent. 21

22 Monthly Newsletter - #FAIL Monthly newsletters no longer work Too much content, lost in the inbox Instead use more frequent Snack size s Get the click Don t put the whole article, click to read more Video will have the highest click-through rates (3-5x higher) Single Call to Action in every 22

23 Mistake #4 Poor Website Design and Structure 23

24 Gonna Website like its 1999 How do you FEEL about your website Proud, good, inspired? Or, embarrassed? If you don t like your website you will not drive traffic And customers may leave and never come back 24

25 Most Wanted Response (MWR) The Jam Study Too many choices = No action 25

26 Most Wanted Response (MWR) What do you want folks to do when they reach your site? Who visits your site What are they looking for What do you need them to do Make those actions easy to find Above the fold Big buttons or easy to find pathways Examples: signup Contact Us / Call Follow, Share, discuss Register Buy 26

27 Simple, Clear Navigation & Design Navigation Must be by user focused, not Org focused Remember your MWR Design Goolge/Facebook vs. crazy clutter sites Avoid clutter Don t make your prospect think 27

28 Design (my personal crusade) Dump your slider on the homepage! They look pretty, yes. But, they do NOT work Leadpages.net: 1% click through Of those 89% slide #1 28

29 Example reeltxproductions.com 29

30 Mistake #5 Mobile Responsive Website 30

31 Not having a Mobile Responsive Website Tipping Point more mobile than desktop traffic 79% of users who don't like what they find on a mobile site will go look for the information they need on another site 57% would not recommend a business with a bad mobile website 40% have turned to a competitors site after a bad mobile experience 46% of users using mobile exclusively when conducting online search even higher for local searches 31

32 Mobile Responsive Website Mobile responsive NOT a separate mobile site Mobilegeddon Google will no longer show your site in mobile search You ARE losing business because of this 32

33 You just need to do this now. You probably need a new website anyways Might as well do it now and make it Mobile Responsive 33

34 5 Mistakes - Recap 1. Brochure Website Need to make it a direct response website 2. Boring Content Need to engage your visitors with stories, images, video, etc. 3. Not Utilizing Get those addresses, still the best way to stay in touch 4. Poor Website Design and Structure Needs to be user focused and content focused 5. Mobile Responsive Website You ARE losing money if you are not mobile optimized 34

35 What to do next? 1. Schedule time to focus on your website 2. Implement and test a few strategies 3. Start tracking your stats and analytics 4. Get help if you need it. 35

36 Slides and handouts: Just leave your card and we will send them to Rich Dietz linkedin.com/in/richdietz 36