I attended a great Internet Marketing Meetup yesterday. There were 2 presentations with ideas worth sharing.
The first presentation was on Conversion Rate Optimization for your website. In almost every case we want to get some kind of response when people come to a site. We want them to call, or download a lead magnet or request some information or buy something. Whatever it is, we need to make it easy for people to know what to do and then to actually do it. This involves making your site easier to trust and understand. Generally we want to ‘reduce friction’ to make an initial transaction as easy as possible
One key to making this happen is testing. Doing an A/B test or even a multivariate test is key to actually knowing what works. Lots of web owner and marketers focus on whether a certain color button will work better than another color button. There is not really and answer to that question. The only way to get and answer is to test one thing against another and use testing information to improve your conversion rate over time.
The second presentation was about Voice Search. This blew me away because I had never really thought about it at all. Search engine optimization has been a big deal for a long time. People focus lots on keywords and other variables. Voice activated devices like the Amazon Echo combined with Apple’s Siri and Microsoft’s Cortana are pushing voice search numbers higher and higher.
The search environment is rapidly changing from text searches like “restaurants in York PA” to voice searches like “Where can I get dinner tonight?”
The focus on loading websites with keywords has been out of favor for quite some time and this trend in putting the nails in the coffin. Real content for people has always been a high priority and now it is pretty much imperative. No more keyword loading just for the sake of keywords.
Making the web work for you business involves lots of moving parts to get it all working right but in the end it is all worth it when you have a scale-able and sustainable online business.