Maximise your online performance “Using your website to convert more students”
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Maximise your online performance “Using your website to convert more students”
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Transcript of Maximise your online performance “Using your website to convert more students”
Maximise your online performance “Using your website to convert more students”
Running order• Best practice strategies for an affective homepage • Lift conversion methodology applied to landing page design• Understanding conversion personality types and meeting their
needs• Importance of good data and metrics• Digital marketing trends to fill your sales funnel
80% of online traffic is in search mode
Image source: searchengineprofiling.com
Why does 90 -98% of your traffic never convert
How many mistakes are you making with your website?
Do you have a goal?
Homepage Audit
Pitfalls
How can you design your site for more conversions
Lift conversion methodology
Image source: widerfunnel.com
Campaign landing page example
Relevance & Clarity
Proposition Min distraction
Min anxiety
Don’t underestimate the importance of landing pages
Image source: unbounce.com
10 key landing page features
1. Page headlines and ad copy2. Navigation not required3. Impeccable grammar4. Taking advantage of trust indicators5. Use a strong call-to-action6. Buttons & call-to-actions should stand out8. Always be testing9. Use images and videos that relate to copy10. Go easy on the links
Understanding what motivates your prospect
Image source: media.propertycasualty360.com
Competitive
WHATCan you do for me?
Spontaneous
WHYShould I buy from
you?
Methodical
HOWDoes it work?
Humanistic
WHOHas used you?
Fast
PACE
Slow
Logical EmotionalBIAS
Conversion personality types
Competitive Spontaneous
Methodical Humanistic
Fast
PACE
Slow
Logical EmotionalBIAS
Conversion personality types
Competitive Spontaneous
Methodical Humanistic
Fast
PACE
Slow
Logical EmotionalBIAS
Conversion personality types
How data can help you convert more
Analytics
Decision Making
Data Driven
Demographic Overview
AdWords integration
What are goals
Event Tracking
Warm prospect via Google Analytics
Feed the student sales funnel
Search Engine Optimisation, SEM inc. keyword search, social media, content marketing, blog,
mobile
Landing pages, call to action, forms, email marketing, CRM
Minimise distraction, Reduce purchase anxiety
Leads
Prospects
Students
Marketing
Sales
Conversion
• Be clear with what you want your website to achieve• Communicate this to your audience• Consider using the lift conversion methodology
particularly for campaign landing pages• Understand the psychology of your student cohort try to
attend to their quirks• Consider having a backend audit to set up your analytics
for ongoing data and decision making power• Utilise an integrated digital strategy to drive qualified
leads to your website
Summary
