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Building Better Mousetraps: How Content Inspires Your Website Visitors to Act
Caring.com Digital Marketing Academy July 27, 2017
Welcome
This is a one-way webcast. Please ask questions using the tool at the right side of your screen.
Caring.com: The #1 Senior Care Resource
Part of Bankrate’s powerful network of websites
#1 for Senior Care Reviews
3 million monthly visitors
70,000 listings
150,000+ consumer reviews
3,000+ original articles
Dozens of online support groups
Featured Presenter: Andy Crestodina
Andy Crestodina Orbit Media
• Co-Founder / Strategic Director @ Orbit Media
• Been in web design and interactive marketing since January 2000
• Founder of Content Jam
• Author of Content Chemistry
Presented in Collaboration with SMASH
SMASH - the leading executive sales and marketing summit in senior care!
Rock your census and occupancy
1. Content Marketing
2. Digital Strategy
3. Post Acute Professional Referral
4. Sales Management
5. Leadership & Innovation
“SMASH gives you renewed energy and fills your cup! I came back with 4 or 5 great ideas.” John Cincotta, Brookdale
Bailey Beeken Managing Director, SMASH
www.seniorcaremarketingsummit.com
Agenda
• How to Answer the Questions that Trigger Action
• How to Add Powerful Evidence to Your Website
• Using Emotion and Reason to Compel Visitors to Act
• Why Most Calls-to-Action Don’t Get Clicked
• Q & A
Andy Crestodina
Orbit Media
source:NNGroup
Website Usability Study 2004 vs 2016
source:NNGroup
Website Success Rates 2004 vs 2016
Jakob Nielsen usability expert
If we assume that improvements on the web will continue on the same rate as in the past...
the web will be good by 2030.
source:NNGroup
source:NNGroup
Jakob Nielsen usability expert
Annoyance is twice as common as pleasure
source:NNGroup
Traffic x Conversion Rate = $
Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
1. Lead generation 2. Schedule a visit / call 3. Attend an event 4. Subscribe to our newsletter 5. Apply for a job
Many types of conversions...
#winning
From Answers to Action
ANSWERS UNCERTAINTY
Conversion Map
Senior housing
CanIbringmydog?
Yes,wearepetfriendly
“MypuppyBusterloveshisnewfriends!”
DiscusspetrelocaBonwithanassociate>
Non-medical home care
Canyouhelpmomwithhermeals?
Yes,ourcaregiverspreparehealthymeals
“Janicecookedthesalmonperfectly!”
Askhowweplanandpreparehealthymeals>
There are all kinds of answers
Justin Rondeau DigitalMarketer.com
Optimization is about meeting user expectations. Page elements anticipate the visitor’s questions or objections
and page design prioritizes these answers.
“Questions Every Page Must Answer”
1. Whoisthecompany?2. WhatdoIget?3. Isthisimmediatelyvaluabletome?4. IsmyinformaConsafe?5. WhendoIgetit?6. Isthisofferreliable?(Offertrust)7. Isthiscompanyreliable?(BrandTrust)
What questions does my audience ask before purchasing?
WhatclassescanItake?Whatdegreesdoyouoffer?Areyouaccredited?Howlongdoesittake?Financialaid:CanIaffordit?Aretherescholarships?CanIgopartBme?Whatcan I dowith this degree? Is itworth it? Are the alumni happy?Who goes to to thisschool? What are the demographics? Is there wheelchair access? Is there Spanishlanguage support?What about demographics, diversity, LGBT? How is parking? Is itaccessible by public transit? Can I use transfer credits when I apply? Life aPergraduaBon?WhatarethehousingopBons?WherewouldI live?Ischildcareavailable?Access to faculty? RetenBon rates and graduaBon? What kind of student support isavailable? What about the library? What makes this company unique? When doprogramsstart?Whatistheneighborhoodlike?DoIneedtotaketheGREtest?Whatislife like for students?What have the professors done?What research? PublicaBons?WhatprojectscanIworkon?Aretheypaid?Istherework-studyavailable?Isthisaforprofit school? Is it part of a bigger organizaBon?What are classes like? Is there fieldstudyor internships?available?Howlonghasthisschoolbeenaround?CanItalktoaprofessorbeforeIapply?WhatistheprocessforapplicaBons?WhatifI’veneverworkedinthisfieldbefore?Isthereadifferencebetweentheonlineandon-siteprograms?
source:answerthepublic.com
What are the three questions people always ask before using our services or moving in?
They ask. You answer.
Marcus Sheridan The Sales Lion
Message, messengers and formats
Message, messengers and formats
Message, messengers and formats
Message, messengers and formats
Message, messengers and formats
EVIDENCE UNCERTAINTY
There are 2 kinds of evidence
pathos logos ethos
emotion reason ethics
heart head cred
@crestodina
Facts are called ‘cold and hard’ for a reason. They don’t have the ability to warm hearts,
which is the key to changing minds.
Rob Biesenbach Author, Actor, Speaker
Big Evidence: Data and Statistics
Little Evidence: Testimonials and Stories
7 Things to Add To Your Testimonials
Remove Distractions! ...plus, tips for maximizing email signups
source:5EasyTipstoImproveEveryBlogDesign
Too many options...
source:OliGardner
source:OliGardner
82:1
Attention Ratio ...the ratio of the number of things you CAN do to the number of things you SHOULD be doing
Calls to action and specificity
source: Michael Aagard
source: Michael Aagard
Specific CTAs
BENEFITS COSTS
RETURN INVESTMENT
Find and fill the gaps...
What’s missing from your website?
...unsaBsfying
What’s missing from your website?
...unsaBsfying
...weak
What’s missing from your website?
...unsaBsfying
...weak
...notcompelling
Out of context answers
FAQPage
Out of context evidence
Tes+monialsPage
Beware the testimonials page
The ROI of CRO
Q&A
Key Takeaways
84
Start with a formula for success
Listen carefully for top questions
Never make an unsupported
marketing claim
Put your best evidence on your
most popular pages
And: Keep Your Content Customer-Focused!
SMASH 2017 – SPECIAL OFFER
This Executive Sales & Marketing Summit focuses on omni-channel strategies and tactics to achieve greater census and occupancy success.
$400 Off Registration:
Use Code “CARING400”
Senior Care Marketing & Sales Summit
October 2-4, 2017
Loews Chicago O’Hare
www.seniorcaremarketingsummit.com
Local Search Marketing: How to Get Found by Senior Care ProspectsThursday, August 24, 2017
11:00 AM Pacific / 2:00 PM Eastern
Digital Marketing Academy - Upcoming Webcast
Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com
@CaringInsights(650) 762-8190 company/caring-com