Internet Marketing can make or break your company. Having the right landing page and purchasing certain keywords can make all the difference. On Wednesday our Search Engine Optimization (SEO) Specialist Kenny Mazursky showed us how to hustle with his “Internet Marketing Essentials” Doejo Workshop. Here are his tips for boosting conversion rates and getting the most out of SEO:
1.) Always have a call to action – Whether it’s telling users to download your app or subscribe to your email list, make sure you urge your visitors to take action. “We want to create and design a site to kind of shepherd that person visiting it into that action,” Mazursky says.
2.) Find your niche – When creating your site, there are two ways to go about content. Either find a niche or go wide. However, trying to be the next Amazon is kind of a tall order. “One of the biggest mistakes that people make, especially when they’re starting a website, is trying to be everything to everyone,” Mazursky says. In short, narrow down your product.
3.) Focus on your audience – Figure out who you target audience is. Where do they live? How much money do they make? Are they a health nut? Once you’ve done that, make sure your site matches the personas of your ideal customers.
4.) Keep it simple – No one is ever going to leave your site because the language is too simple, but you will lose visitors if you get too complicated. “People make the mistake of being kitschy or cool,” Mazursky says. This is fine for well-established sites, but it’s best to stay clear and concise when writing content for your site. That way your site will be easy for everyone to understand (so simple a caveman can read it!). “You’re never gonna lose a customer because they think you dumbed it down,” Mazursky says.
5.) Start with a good landing page – A good landing page is key. When creating this page, make sure to put the name of the product in the headline so users know they are in the right place. A user will decide if they will stay on your page within the first three seconds of viewing it. “If you don’t get them in those three seconds, then you’re gonna lose them,” Mazursky says. Pages that have the product name in the headline convert at a rate three times greater than pages without.
6.) Use a photo that allows the customer to self-identify – If your site is for brides, put a photo of a bride dancing with her groom on the landing page. If you’re selling granola, have some one enjoying it on a hiking trail in hiking gear, for example. Mazursky says this will make your visitor see himself or herself using the product. “When a bride goes on the site, she sees the picture of the bride and says ‘oh that’s me,'” he says.
7.) Sell it – “Sell me the sizzle,” Mazursky says. When someone enters your site, they want to know why your product is the best and why they should purchase it. Show off your product with stats, such as the number of people who have downloaded your app so far. This will help validate the product and gain trust from visitors.
8.) One click – “You don’t want people clicking around,” Mazursky says. Do not display ads on your landing page. This can be super distracting to visitors, especially when you’re already competing for their time with Facebook messages, email alerts and other distractions on their end. Mazursky says you can lose 90 percent of people that visit your page from them clicking on other links. “You don’t want people clicking around because it dilutes the page and loses their interest,” he says. “You want to get people in, digested and on their way as quickly as possible.”
9.) Search = Demand – So you have an idea for a site/product, but how do you know it’s going to sell? Mazursky suggests seeing if there is a demand for the product by searching it in Google AdWords. You’ll either find out that no one is searching for this product, it doesn’t exist, or the product market is too saturated.
10.) Aim for the low-hanging fruit – When buying keywords, think outside of the box. You can’t always compete with more established sites, but you can aim for the most accessible markets. Think of other ways to describe your company. After you’ve found more offbeat keywords, purchase them and create content on your site including those words. Blog posts are good ways to use those keywords and drive traffic to your site.