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Strategies to convert your SE exposure into more business. Evaluates multiple stages of the online consumer buying cycle.
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Conversion Tactics For Today’s Online User
Get More Web-Based Leads and Close More Business
Bill Fukui, COO, Page 1 Solutions, LLC
Financial Disclosure
It’s not how many shots you take . . .
. . . It’s how many you make!
Starts With Self-evaluation•Our People
•Our Protocols
•Our Resources
•Our Messaging
•Our Calls-to-action
•Our Tactics
Know Your Prospect
• Knowledgeable
• Impatient
• Confident and In Control
• Destination-focused
• Relationship-driven
Know Your Prospect
Where are they accessing Web – On the go! And get it NOW!
Today’s Website:Needs To Do A Lot More!
Convert Search Engine Exposure Pay-Per-Click Advertising - Convert More PPC
PPC Conversions – Exposure Into Clicks!
Keyword Research – Bidding
• Open-ended Keyword Phrases
• Geo-targeted/Local Search
• Exact-Match vs. Broad Match
• Not Just About Traffic (in most cases)
• Keyword Psychology – “Surgeon/Doctor” “Cost”
PPC Landing Pages
•Limited Navigation/Links
•Promotion, Call-To-Action-driven
•A/B Testing
•Video PPC Landing Page
•Instant Chat Means “Instant Conversions!”
Conversion Tracking Key Performance Indicators (KPI) to go beyond clicks and costs.
Track your Goal Conversions!
•Should be limited to the thank you, or confirmation page after checkout, form submissions, etc.
PPC CampaignsCustom
vs. Automated
Other SE Conversion Considerations
Pay Per Callhttp://www.google.com/ads/innovations/bidpercall.html (CPP-cost per phone call) Requires use of a Google forwarding number
SEO Convert Organic Searches, 1st-page exposure, top-page exposure, Google Places when displayed.
DESCRIPTIONS – NEED TO BE CUSTOM PER PAGE
Google Marketing Webinarshttp://www.google.com/ads/experienced/webinars.html
Improving Website Your Conversions
(Traffic into leads)
Avoid Dead-End Pages!
Anticipate “Next Step” Actions and Links
Today’s Website:Needs To Do A Lot More!
Graphic Action Items
Calls-to-action – Try different ones – free, instant, quick,
convenient
Contact Forms
•On Every Page•Stand Out•Limited Form Fields•Phone Number•Rapport-Building
Real Photos/ Personal Engagement
Lowers Bounce Rate
Video• Educational
• Rapport-building
• Highly Trafficked Page/Section• Not About Ego, It’s About Rapport-
Marketing, Relationship-Selling• People Choose To Business With People
and Practices They Like, Know, Trust, etc.
Don’t Forget “About Us”
Post Search ActivitiesLocal Post-Search Activities
Contact Business Online
11%Contact Business by Telephone
46%
Focus on Telephone Calls!
Online users are not only willing . . .
. . . Your staff is better at converting
them!
• Hotline/Quick Call
• Frequency – 3 times per page
• Include phone in ALL C-T-As and contact forms
Today’s Website:Needs To Do A Lot More!
Instant Chat
Track and Test
•Heat Map Testing•Call Tracking•Email Tracking
Mobile Website•82 percent of Smartphone users research and read the news through their phone•81 percent browse the Internet•77 percent use search engines
(Google Research)
As much as 20 percent of visitors are viewing your website in a mobile browser•Focus on Phone Calls•Thumb-friendly•Max 7•85% of Smartphone users email through mobile device
Conversions Through The Sales Process
Assume- they are shopping/comparing – you are not the only practice they have called/emailed!
Stand Out! “Connect” with Visitor
Today’s Website:Needs To Do A Lot More!
Follow up-SalesHarvard Business School
Research
2011 – over 2,000 companiesWeb-generated leads
-37% responded within an hour
-16% responded within 1-24 hours
-24 % took more than 24 hours
-23% never responded at all
-Avg. response time was 42 hours
Today’s Website:Needs To Do A Lot More!
More Important: How Quickly Online Leads Grow Cold
1.25 Million Sales leads (70% B2C leads)
•Responded in less than an hour = 7 times more likely to qualify lead (meaningful conversation with key decision-maker) than those even just an hour later.
•60 times more likely than those that waited 24 hours or longer.
Today’s Website:Needs To Do A Lot More!
Strategic Email Follow Up•LINKS!!! - Target Website Pages
•Examples: Financing, How To Compare, Safety, Questions You Need To Ask, Your Consultation -What To Expect, About Your Surgeon (ALWAYS).
•Printable Pages-Direct them to PRINT
•Once is NOT ENOUGH
Database Marketing/ Lead Nuturing Programs MyMedLeads.com, DoctorBase.com
Strategic Email Follow Up
•Positive Reviews and Ratings – Powerful Conversion Tool
•Keep in mind, many of your follow up emails are going to Smartphones! – Great Opportunity to Convert Emails into phone calls!
Secret Shopping
“I am interested in lasik surgery. I have astigmatism too. How much do you charge for
lasik surgery?”
Thanks for considering my practice for your lasik procedure. We charge between $1000 and $1400 per eye. This covers all pre and post op visits and a lifetime warranty. Go back to my web site for more information and then call the office for the free consultation appointment. We can meet and see if lasik is right for you. Thanks for your time, Dr. Brand
30 min.
Hello Gary:
Thank you very much for reviewing our website. The cost of Lasik varies between $4000 to $6200 depending on procedure performed. Please feel free to make an appointment for a free Lasik consultation and discuss with eye surgeon Sanjay N. Rao, MD what procedure would best suit you.
Thank you.
Ernesto CarrascoLakeside eye ClinicO: 312-553-1818www.lakesideeyeclinic.com
45 min.
Our LASIK fees range from $4260 to $4660. The fee includes the evaluation, bilateral surgery, 1 year of follow up visits, and an enhancement if needed within the year.
May I schedule your appointment with Dr. James Katz?
Thank You,
AndreaThe Midwest Center For Sight
3 hours
Hi Gary,
Thank you for your email. Our pricing for Laser Vision Correction variesdepending on the type of procedure you have. We determine what procedure is safest for your eyes based on Dr. Kraff's recommendation at the initialconsult. Without that information I can give you a range of price; the costcan go from $2800-$3200 per eye (before pricing adjustment based on visioninsurance, how you heard about us, your employer, etc.). If you have anyother questions or would like to schedule a consultation, please give us acall at 312-338-1234.
Warmest regards,Sarah StradoneRefractive CounselorKraff Eye Institute 25 E Washington St, Suite 606Chicago, IL 60602www.kraffeye.com312-338-1234
7 Days
Hi Gary,
We would be happy to see you for a free lasik consultation. For a limited time we are offering a special for our Custom/Bladeless Lasik procedure. 3495.00 for both eyes.
Please let me know your availability, our next appointment is Wednesday 3-21st, I have a 12;00pm or a 3:00pm.
Looking forward to your reply,
Joyce Wolter
Sloane Vision Center
1301 W. 22nd St
Suite 305
Oak Brook, IL 60523
630.368.6100
4 hours
Hi Gary:
My best price is $3790 for both eyes for custom, wavefront, intralase lasik.
Please let us know if you are interested.
Sincerely,
Stuart Sondheimer, M.D.
9150 Crawford Avenue
Suite 201
Skokie, IL 60076
847.677.2794
35 min.
Dear Gary,
Thank you so much for contacting Dr. Stuart P. Sondheimer regarding yourinterest in a Lasik eye procedure. I invite you to contact our office todiscuss Lasik and schedule you for a free consultation. If you are justinterested in price for lasik, we are offering a discounted price now of$3790 for both eyes. The office staff can be reached Monday - Friday, 9:00 a.m. to 5:00 p.m. at 847-677-2794. Looking forward to seeing you.
Sincerely,
Marcia Patient Advisor
60 min.
Second Follow Up
Hi Gary,
We wanted to touch base and see if this was a better time to schedule your lasik consultation.
Please let me know your availability, and we will do our best to work within your schedule.
Looking forward to your reply,
Joyce Wolter
Sloane Vision Center
1301 W. 22nd St
Suite 305
Oak Brook, IL 60523
630.368.6100
www.drsloane.com
3 Weeks
Third Follow Up
Conversion Tactics For Today’s Online User
Bill FukuiPage 1 Solutions, LLC.
800-916-3886www.Page1Solutions.com