Here is another conversion analysis video, this time for the team at www.carlock.co
Andrew from Birch Roofing contacted me because he wanted to increase the phone calls from his website and he felt his website could do more to positions his business above the competition.
The first thing I did was a conversion analysis and Google Analytics audit to highlight parts of the website I though could be improved and look into the data of what the website visitors where doing on the website, the most popular pages and the ones that had high exit rates. From this data I could develop a conversion plan for Andrew that would be structured around getting him results in the fastest time.
Here is the video of my initial conversion analysis.
After doing a conversion analysis for him we started working on the copy on the page (the words) in order to make them more customer focussed rather than company focussed – e.g. to make the words on the website talk to the customers rather than about the business.
This is one of the most common mistakes business’s make in their company materials. Your visitors don’t care about you or your business (unfortunately) all they care about is WIIFM – Whats In It For Me!
If you can work on the copy on your website and turn everything round to talk directly to the customer and focus on their pain points and how you can remove their pain you will get some really good increases in conversions. If you can also use the same language that your ideal customer actually uses (rather than generic corporate speak that no one understands) you will get even great increases in conversions.
We worked on making this copy more customer focussed and worked on talking to the customer in terms of the benefits of the services that Andrew offers.
We also added some client testimonials to the important pages, one powerful persuasion factor is “social proof” your website visitors want to know that you can get the results you say. For Andrew his visitors want to know that he can deliver the roof repairs in a timely manor and do a really good job. Using testimonials of previous customers is a really good way of getting this “social proof” the website visitors can see that other people have had great results using Andrew.
Andrew was already aware of the short comings of other roofing companies and the building industry in general (not turning up on time, poor excuses/lies, bad language, larger louts) and was trying to use this to his advantage to position himself and his company as a breath of fresh air.
He had already doing some great work to the website because of his work on positioning and his own research into conversions.
I spoke to Andrew a few weeks after implementing the changes I recommended and he said that he had already noticed an increase in phone calls which was the main goal.
He was very please with the work that I had done in helping him to increase the phone calls from the website, he had this to say about my services.
“This guy is worth a lot more money than he charges. He provides valuable advice that consultants would charge a lot more for. Really pleased to have found him.”
Here is a recent video analysis I carried out for Jay from www.sublimedecor.co.uk
In this video I find several ways the website owner can increase his conversion rates.
With this Business the owner wanted visitors to call them so they could then provide a free quote for decorating work. There are several things on this website that are going to be holding up the conversion process and these are problems I see on nearly every website I look at.
Conversion rate analysis for Gerard from Ecospheres.co.uk one of the problems the business owner has with converting traffic on this website is the ecosphere is a very new product so the keywords he is targeting are less specific resulting in less targeted visitors.
One of the ways I suggested he try to overcome this was to go into a lot more detail about the product and the benefits of owning an ecosphere.
Also there is some detail already on the website about the manufacturing process and I believe this can be expanded on to create more engagement with the website visitors.
Apple do this very well, just look at the following video.
Recently I did this Conversion Analysis Video for the lovely Lorraine from www.learntouke.co.uk
When Lorraine came to me she was struggling to make sense of her analytics data and what she could do to increase sales from her website.
While doing this video I noticed some problems straight away that would be causing issues with her conversions. Firstly she had some inbound links that where delivering traffic to a page that didn’t exist which equated to 54% of traffic to that page exiting straight away.
The second and equally important find was that of the 30 or so keywords she was targeting with Google Adwords only about 3 where resulting in sales. Pausing these ad’s would give her an instant jump in conversions as well as reducing her ad spend and increasing the advertising ROI.
Lorraine implemented a lot of the changes I recommended straight away and we are currently waiting to see the jump in conversions she gets from these changes.
Needless to say Lorraine was more than happy with the help I have given her so far and we are going to continue to work together to get some great increases in her online conversions.
To book yourself a free conversion analysis video please email me at email@example.com.
Here is a recent Conversion Analysis Video I done for american business Guru JP Stonestreet.
Hopefully by watching the video you will get some ideas for how you can increase your own conversion rates and get more sales from your website.
If you would like to take advantage of a Free conversion analysis video of your website just email me firstname.lastname@example.org.
3 Key Pillars of Highly Profitable Websites.
When it comes to optimising your website for conversions most optimisers will focus on getting more sign ups or more conversions on your sales page.
However this is not the easiest way to increase your conversions and profits.
When business’s start to look at conversions it is usually because what they actually want is more profit. Often the conversion process is a means to an end to achieve this increase in profits.
There are actually only 3 ways of achieving this increase, and they are…
1. Increase amount of potential customers (traffic) to your website.
2. Increase the average order amount of each customer (increase the amount of stuff in their shopping cart)
3. Increase the frequency of purchase (how often they return to your site and buy)
Most business’s in my experience (including myself before I knew better) focus on the first one “getting more traffic to the website or customers through the door”
You can increase this one significantly by focussing on converting more of these potential customers into paying customers. Although depending on your business there is still lower hanging fruit that should be picked first!
Optimising number 2 “average order amount” will give you growth in spend per customer. You can do this by offering customers other items that compliment the initial purchase or an enhanced version this is something Amazon is extremely good at!
Also not an online example per say but Mcdonalds added $1bn to their world wide sales by asking customers “do you want fries with that” How can you bump your average order amount?
There is still a faster way of adding to the bottom line than optimising this part of the process.
By far the easiest way to increase profits and sales is to focus on optimising number 3 “frequency of purchase” or “the back end” do you currently follow up with your previous customers regularly and efficiently?
Research has shown that it is something like 8 times cheaper to sell to an existing customer than find a new one. On the basis that they already Know Like and Trust you.
Sometimes all you need to do is remind them you are still there, but you could offer them exclusive benefits and offers.
Another savvy way of growing your business from the back end is to introduce a referral program. This would work along the lines of offering your customers an incentive (maybe amazon vouchers) if they refer a friend who then buys from you once you have this referral program set up and running as part of your email marketing on auto pilot you will have new customers flooding into your business.
And because they have been recommended by a friend and someone that is already a happy customer of yours they will already be pre-sold so conversion rates will be through the roof.
I hope you have found this article useful if you want to speak to me about implementing this in your business contact me here.