Hello Awesome People!
“Website Optimization” is a very technical term which in normal language simply means “Tweaking your Website to help it sell more”.
This can be a critical invisible barrier to many limiting success from a range of viewpoints in that we can have the best looking website, BUT if it’s not selling, we are not going to make anywhere near the money we deserve.
With thanks to Joel Curtis for the introduction, I was very lucky to meet Harry & Marie Athanasatos who run Master Coaching Hurstville. MCH is a tutoring business aimed at High School Students in the South of Sydney helping with anything from Chemistry, to Physics, to Mathematics to confidence in study for students aiming to get great scores in High School.
As I was working with them the other day, we spent quite a bit of time on their website to help increase it’s conversions. This is a whole topic on it’s own, and I basically tried to teach them what I have learned over the past 7 years in about 55 minutes. As much as I love my own skills in Marketing & Mentoring – I feel short of distilling my 7 years into their minds, LOL.
Harry asked me for a Flow Process, talking it through and with full credit to him, it inspired me to blog about this topic to not only help him – but you, the awesome fans of ‘The Edward Files’.
When I sit down with clients, this is the basic process I go through in establishing what to do next on ones website to get it converting better. I trust these tips help and enjoy:
1) Review the Analytics: Google Analytics is the first critical step. It’s easy to sit there and start playing website expert, but you really need to know what the analytics of the site is saying. How much traffic are you getting? Are people bouncing? Where are they flowing too? How long are they staying on the site? If you haven’t got Google Analytics setup yet, speak to your web developer to get this setup. Critical! (If you need one, I highly recommend Martha Arifin – Google her name to learn more).
2) Count the Leads per Visit: Let’s say you get 2000 visits per month and you get 2 x leads? (Ouch!) That is only 1 x Lead per 1000 Visits. You probably should expect more than this and to me, you really want say 1 x Lead per 200 Visits (this is really general by the way and depends on a lot of factors). This helps you measure how your site is going.
3) Use Heat Mapping (if available): More of an advanced strategy, this is where you can look at what people are clicking on and exactly where the mouse cursor is going on the website. It can show you what’s being clicked, what’s being ignored and can help guide your thinking of what you improve and beef up (and equally get rid of).
4) Get the Home Page Right: The Home Page is one of the most critical pages and basically determines whether people are going to stay on your website or say dig that little bit deeper to make an enquiry. Quite often, I like to make sure there is a strong Call to Action (like call now), a great value proposition (a line saying how great you are) and put in some great photos pushing how awesome you are.
5) NO STOCK IMAGERY: I really hate stock imagery in many respects in that it looks cheap and cheesy. Some of it’s really good, but the standard “Thumbs Up” is just pointless and don’t do it. Best ones are to create your own photos that show off the best side of your business.
6) Use a Website Developer: I don’t even do my own website and I use a great website developer to do mine (MindArc Digital Agency who rock if you are an eCommerce Online Product Person like me). Don’t mess around doing this, get a great professional to help!
7) Make Improvements & Test: Every time you make improvements you may say give your site 2 weeks or more (depending on traffic) to see results. If you say go from 1 x Lead per 1000 Visits to 1 x Lead per 200 Visits then you rock! Figure out what you did and do more of it.
8) It never ends: Continue making improvements as you go along!
9) Measure the Financial Performance: This is critical to ensure how you are being financially rewarded for what you are doing. It it worth it? What more can you do?
10) Repeat the Process: Go back to 1) and continue working through this.
In short, this process is exactly what I do and recommend to many clients. We are continually tasked with having to make our sites better and higher converting every time.
My advice and thinking? Work on your site always and have a great website partner to help you. It can be an untapped “Gold Mine” once you get it right. I know, as I have (and am going) through this process. After all – who doesn’t want endless leads 24 hours per day 7 days a week? (Not me lol)
Trust this has been another Helpful Topic. For more savvy tips and to keep up to date with New Ideas to Market your Business, please sign up to the “The Awesome Marketing Vault“
Love your work, and thank You for the read, enjoy the thoughts, Edward Zia sign out – Stay Awesome!!
Edward Zia is a Marketing Mentor and Business Leader who have worked for a very long time in Marketing and loves helping Awesome Small Business Owners get more clients.