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How Can I Get More From The ‘Call to Action’ Buttons On My Site?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , ,

Hey Guys I thought for today’s post I would talk about how you can get more out of the ‘call to action’ buttons on your site. A very niche topic I know.

So if you have a website, you most probably have a ‘call to action’ button somewhere. Some examples include buttons that have the words ‘Submit’ or ‘More Information’ on them.

A lot of the articles I read always talk about what color button you should have on your site (i.e. should it be red, or green or even orange).

But I am yet to read anything about what the button should actually say, which is much more powerful in increasing conversions when compared to finding the best color.

Anyway I digress. So you’ll find a lot of call to action buttons out there will say things like ‘submit’ or ‘see our prices’, but in my experience this is the worst thing you can write on your button when creating the text for your button.

It’s a mistake as these words invoke a value-taking action and not value-giving action.

To get the most out of your buttons, you want each button (where you’re asking the user to take an action) to be value-giving. For example having a button say something like ‘Get Your Free Consultation’ is infinitely more powerful as it’s promising to give something to the user.

The result of implementing just this minor change can be huge as there is a shift in the onus of who has to take the action and make the effort and everyone would rather receive something rather than be asked to do something.

A great example of a website that has a really great call to action button is called yesware.com. The call to action is great and the button is clear, orange, and above the fold.

So have a look over your site and just see what your call to action button is asking the visitor to do, and if you are asking them to take an action as opposed to giving him value, make the change and enjoy the increase in your conversion rate.

Should I Use Push Or Pull Marketing for My Small Business?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , , ,

Hi everyone,

Today I wanted to do a quick post about pull vs. push marketing and what strategy you should focus on with your business.

For the uninitiated, push marketing is where you go out and find your clients, as opposed to pull marketing is where you let your clients find you.

A good example of pull marketing is the use of adwords and SEO, while cold calling is a good example of push marketing.

For the team here at PA, we rely on both strategies, but our best ROI definitely comes from pull marketing.

I think we get our best ROI from pull marketing because for bigger ticket items every person will go through a traditional buying cycle and the first stage of that buying a cycle is research.

People will always information gather first, then make a purchasing decision second., and these days, everyone uses Google to do research first.

So at Premium Animations we buy Google adwords to always try to position ourselves to be in front of our prospects eyes when they are doing their research.

But there is a problem.

Adwords is tough to get right. It’s complicated, esoteric and it can become really costly if you get it wrong.

But when it comes to ROI, an effective adwords campaign is unparalleled.

So where to start if you are interested in getting a good ROI from adwords?

If you’re a masochist like me, you can take a few online courses and seminars and begin to do it yourself. This strategy is rewarding but very time intensive. Your other option is to use an adwords firm.

There are some great one out there and they can make life a lot easier.

But something that you should always be wary of is to make sure that every keyword that your firm is targeting has a corresponding landing page and that your firm is Google certified.

On the landing page front, stress this to your prospective firm, as some firms will simply send traffic to your homepage. Simply buying traffic and sending it to your homepage is as good as throwing your hard earned cash down the drain.

We learnt this lesson the hard way. So learn from our mistake on this one and use a firm and make sure they are certified and will also use a landing page for each keyword.

Why Should I Use Landing Pages?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , ,

Hi Guys, today I am going to talk about how to use landing pages effectively and why they are so important, particularly if you are using Google adwords to drive traffic.

So what exactly is a landing page?

A landing page is a single page that you create that has the specific of goal of either capturing your visitors details or getting them to click through to the next page (which is the next stage in your sales funnel).

A really effective landing page has a very clear call to action above the fold and limits the number of actions a visitor can take.

Limiting the number of actions a visitor can take on your landing page is easy and you do it by presenting the visitor with only one or two actions. Limiting the number of options your visitor can take allows you to lead the visitor to where you want them to go.

Ok. With the definition out of the way, why are landing pages so important?

A few reasons.

The big one is that it can save you A LOT of money. Especially if you are using adwords to drive traffic.

If you are currently using adwords, I can bet that majority of you (or your adwords managers) are directing the visitor who has just clicked on your ad your homepage.

This is a big mistake and if you’re doing this, you’re wasting a ridiculous amount of money.

I will tell you why.

When a person lands on a ANY webpage, a question they always ask themselves is ‘do I belong here?” If the answer is no, they will bounce off your page faster than superman can put on pants.

So if you are directing all your traffic to your homepage, what you are doing is making that one page responsible for telling every user that lands on it that they are in the right spot. This is next to impossible as being everything to everyone is not a great strategy.

So what’s the solution?

It’s simple, you create a new landing page for every profitable keyword that you’re paying for in adwords.

Having a dedicated landing page helps your visitor realize they are in the right spot as their search term is prominently displayed on your landing page, which then reduces the chances they will bounce off that page.

But there is another great advantage.

The other great advantage is that your page (and ad) has now become really relevant for that search term and because of this your ad gets a better quality score which then makes it a lot cheaper, saving you lots and lots of money.

So I know what you are thinking.

“This is great. But I just don’t have the time to do all this. I have a business to run”

I understand. But you can get this set up in about 2 hours with a great site called www.unbounce.com.

This site lets you create landing pages in about 30 minutes and it’s really simple to use, and the benefits are well worth it.

We use it for our business and we have not looked back.

What is A/B Testing and how can it help me?

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged , , ,

Hi Guys,

I thought for this weeks post I would talk about A/B testing.

A lot of people think A/B testing is a really complex and esoteric subject, but I hope to demystify it as much as I can.

So first things first. What is A/B testing?

A/B testing is where you develop different versions of a single page on your website and basically split your traffic so 50% of your visitors see one page and 50% see the another page.

You then measure which page which you’re visitors engage with more and which page gets you more customers.

You might be thinking how much of a difference altering one page really make…. but let me tell you it can MASSIVELY change your business, with increases of revenues (or conversion rates) of 200% not unheard of.

If you are interested in reading about some of the impacts A/B testing has had on some businesses, you can read some case studies here

But I digress.

So in my experience, I have found that the big issue with A/B testing is not in people understanding the broad strokes and concepts, but more in how to actually implement an A/B test and where to get started.

So how can you get started A/B testing?

You have a few options, including using Google Website Optimiser, however I have found that a great site that helps you implement A/B testing really easily is http://visualwebsiteoptimizer.com/.

The site is perfect if you are just starting out and it offers really easy to follow instructions and also a 30 day free trial.

Setting up the test is easy as pie and you don’t need any knowledge of how to be a great coder or really even HTML.

I have no affiliation with the company, except from being a happy customer.

If you are interested in pushing your conversion rate higher, I suggest starting with this program and just changing your homepage as a great starting point.

Just remember when you are making the different version of your homepage to have some of your benefits above the fold and a clear call to action for your customers as well.

Cheers everyone.

 

PART 3 – Increasing Conversions: How to know you are making progress.

Conversion Tips, How To Get More Customers Tagged , , ,

In the first part of this blog series I ran through HOW to determine what your biggest leaks in the GROWTH HACKING FUNNEL. We then learned about WHAT changes we could make to OPTIMISE each step.

Today, I want to discuss how we should be actually determining and managing changes to ensure that our conversions are improving.

As I previously mentioned, you should follow the GOLDEN RULE and always be plugging the biggest leak in your funnel.

If you are just starting out, or if you are a business that is PRE-PRODUCT MARKET FIT (see here!), there are probably some obviously things you KNOW you can do to your site that will help optimise steps in your funnel.

USABILITY testing is also great during this period because it will quickly highlight easy changes you can implement immediately.

In this scenario, you can also just follow rules of thumb and use your gut instinct (following the advice above!) to QUICKLY and EFFICIENTLY implement changes to your site. SPEED and KNOWING what to change is the key in this scenario. You will easily be able to measure the effect of these changes because your FUNNEL and ANALYTICS should be in place!

Once you reach a certain level however, things become a little less black and white. Growth optimisation then becomes a science and DATA becomes your best friend.

There is a diminishing rate of return. The more we optimise our funnel, the harder it is to continue to improve our conversions. As a result, we need to move to a more SCIENTIFIC approach for determining and managing changes.

We don’t know if the changes we are going to make will increase conversions!

See, the thing is, PEOPLE are WEIRD and UNPREDICTABLE! (In a good way of course ☺)

We now need to start TESTING our HYPOTHESIS to make sure that the changes we are implementing will DEFINITELY increase conversions.

After all, we don’t want to waste resources on something that won’t be BENEFITIAL!

So, how do we do this?

The easiest way is to run what is called an A/B test.

In an A/B test we divide the traffic to a certain page on our website (ideally from one source) into two groups.

We then use one page as a control and create a separate one, implementing the changes we THINK will increase conversions.

One of the groups then gets sent to the ORIGINAL page and the second group to the NEW page and we MEASURE the difference.

Simple right?

This way, we know whether or not the changes we are implementing are actually increasing conversions!

Why do we go to this great length though?

Well, the beauty of it is that we can actually test a number of things at once, for each stage in the funnel, while still knowing what is working and what isn’t!

Furthermore, there are also some great tools out there which allow us to create A/B tests without having to do any coding (or divert development resources!).

Two of the easiest to use are https://www.optimizely.com and www.visualwebsiteoptimizer.com

Both of these tools allow you to CREATE your own A/B tests by simply DRAGGING/EDITING/DROPPING elements on your current page.

You can change text, add/change images all with a few clicks! On top of this, you can also track what GOAL you are trying to measure and easily determine what % of users you want to use in a test!

TIP: Make sure you do some cross-browser testing after creating your tests though as sometimes editing the HTML on your site using these tools can cause some issues….

Great…well here is a real A/B test from the guys at 37signals in action!

Read the full story here: http://tinyurl.com/3wgof54

Please note though, most tests aren’t as clean cut as these!

Well, that’s about it for today. I hope you have learned a little more about HOW you TEST what is actually working on your site and KNOW that your conversions are increasing.

Just remember, DATA never lies! After your funnel starts to become pretty optimised you will need to TEST EVERYTHING!

Happy New Year everyone! Keep those sales coming in 2013!
Adam

PART 2 – Increasing Conversions: How to optimise each step in your funnel

Conversion Tips, How To Get More Customers

In the last blog post, I wrote about HOW to IDENTIFY the critical leaks in your GROWTH HACKING funnel and what you should be focussing on to ensure that you are spending time on things that will have the biggest impact on your conversion rate.

I’m hoping that from the last post you are now saying to yourself something like:

“Wow, only 10% of people who are landing on my contact page are filling in my form”

OR

“Damn, while 30% of people are filling in my form, only 0.5% are signing up to my paid service!”

Now that we have this knowledge, the next question that most people ask is what can I do to fix this?

Good Question.

Today, I wanted to cover this and also provide you with a roadmap of how to increase your conversions. This FRAMEWORK will work REGARDLESS of what step in your funnel is causing you grief.

The best information on this (in my humble opinion), has been done by B.J. Fogg. He research is in behavioural sciences that you can learn more about here.

In essence, all we are ever trying to do is to OPTIMISE each step in the funnel and get as many users as possible from ONE STATE to THE OTHER. For example, we are trying to get as many people as possible who land on our CONTACT FORM to FILL IT IN. If we do this for each step, our overall conversion rate will increase.

So, what can we do to move a user from ONE STATE to ANOTHER?

Well, generally we can do this in one of two ways:

  1. Make it EASIER for them to do it.
  2. INCREASE their MOTIVATION to do it.

Pretty simple eh?

So the two questions you should always be asking are:

“ How can I make this EASIER for my users?”

AND

“ How can I INCREASE their motivation for doing it?”

Here is an example.

Let’s say people are landing on your contact page but not filling in the form. Below are some ideas I have just come up with and they are categorised in these two buckets….

EASIER

  • Cut out all irrelevant fields (do you really need their address)
  •  Make the button bigger or put it above the fold
  • If it’s a long form, step them through it in stages
  • Show them what % they are up to
  • Indicate if a field is missing/incorrect
  • Allow them to create a password without Capitals, numbers and symbols!

MOTIVATION

  • Indicate why you need this info
  • Add a testimonial and highlight benefits of the product
  • Provide trust symbols
  • Tell them it will only take 5 seconds
  • Reassure them they wont be spammed

Now its your turn!

Think about where your BIGGEST LEAK is in your funnel and ask those two KEY QUESTIONS!

Once you have some ideas its time to test! (Hint: I’ll show you how to do this in the next post!)

PART 1 – Increasing Conversions: Knowing what to focus on

Conversion Tips Tagged , , , ,

It’s a question that every web business owner asks on a daily basis:

How can I increase my conversions and make more sales?

This is so important because sales are the lifeblood of EVERY business. Often however, the hardest part in this question just knowing what you focus on.

All businesses have limited resources so we always want to ensure we are as EFFECTIVE and EFFICIENT as possible.

So the question then becomes:

What will have the biggest impact on my conversions? or
What should I be focussing on to increase my conversions?

Before we can answer this question, it is first important to understand what your GROWTH HACKING FUNNEL looks like and know the different USER STATES that your visitors go through.

We need to not only look at the high level metrics (total traffic & total revenue), but also dive deeper to understand what is happening between! You can read more about that here.

Once we have done this, we then need to MEASURE where the BIGGEST leaks in our funnel lies.

That is, in what step are we loosing the LARGEST MAJORITY of our customers.

To do this, we need to be measuring each step in the funnel.

What percentages of users are just bouncing off the homepage?
What percentage are getting to the contact page but not filling in the form?
What percentage are signing up but not purchasing?
Etc. etc.

The GOLDEN RULE is: ALWAYS focus on the BIGGEST LEAK.

As the saying goes, if we don’t measure it, we can’t manage it!

So then, what tools are out there to help us measure each stage in the funnel?

Here at Premiumanimations.com, we are currently just using Google Analytics and the GOAL TRACKING features that are associated with it.

Goals in GA are great because you can visualise your funnel and quickly see your conversion rate at each point. On top of this, you can also dive deeper and understand what pages/sources/content are ASSISTING your conversions (I’ll leave this for another day!).

To learn more about GOALS and how to create them, see here!

However, there are a number of other great analytical packages you can sign up to that are often simpler than GA.

KISS METRICS is one of these.

Well, that’s about it for today. Just remember, ALWAYS FOCUS on the biggest leak in the funnel and your efforts won’t be wasted.

In the next post, I’m going to teach you HOW you can increase conversions once you know where the biggest leak lies….stay tuned!

How to reactivate your old leads.

Conversion Tips, How To Get More Customers, How To Get More Traffic, Marketing Tagged ,

Hi Guys,

I thought for today I would talk a problem every business owner has… how to turn old leads into customers.

For the record – I really dislike the word ‘lead’ . But I put it in the title to help draw your attention. Devilish I know.

Anyway – people are not leads – they are real human beings with real problems that have come to you to help them reach their goals – so please see every person that contacts you as unique and be honoured that they thought enough of your business to reach out in the first instance.

Anyway, I digress. So we have all been there. You have someone that gets in contact with you and you talk with them about the benefits of your product, you educate them about your business, you speak candidly about who you are and what you stand for, but after trying to make the sale you hear the dreaded ‘I’ll get back to you’ and then you never hear from them again.

It’s annoying – sure, but never blame that person. Always take responsibility for your actions and what happens to you in life (deep I know).

There can be numerous reasons why people say the infamous “I want to think about it” but for me, I think it always comes down to trust. Trust of you and trust of your company.

Not only does your business have to be the best thing since sliced bread, but you really need to emphasise that should you do business together, your relationship will not be a ‘hit it and quit it’ transaction You need to get across that you are in it for the long haul and that you want to help them reach their goals.

By the way if you don’ truly believe your company can help that person get to where they want to go, you should probably should change direction of your business as the first sales should always be you.

Anyway – so onto some practical tips you can use in your business today to help get customers across the line.

A great example is by the company Flight Fox.

Flight Fox is a new company that helps people find the best value for flights. All you have to do is pay $50 and then outsourcers try and find you the best flight. A simple but great concept.

So if someone only signs up for their service, but doesn’t actually pay, there is an automatic email that is sent within 24 hours.
This email is both personal and is laden with testimonials about happy customers and there is also satisfaction guarantee in there as well. More information can be found about what specifically the emailed said can be found here.

So in your own business, if you find someone has made contact with you, but you are waiting for that coveted purchase order, just send them a quick email with a few testimonials and reassure them that you and your company are here to stay and it would be awesome to do business together. A little trust goes a long way.

Have an awesome day every one.

Robbie.

 

How to reduce your website’s bounce rate

Conversion Tips, How To Get More Customers, Marketing, Uncategorized

Before we start, It’s important to really understand what exactly a ‘bounce rate’ is.

Bouncy Balls!

In essence, your bounce rate is the percentage of new visitors who simply ‘bounce’ off your site without doing anything.

Google Analytics defines it as:

“The percentage of single page visits (ie. visits in which the person left your site from the entrance page)”

But why do I care?

Well, having a low bounce rate is really IMPORTANT! Its the first step in making sure your website is converting clicks into customers.

Imagine you own a physical shop with products inside. Having a high bounce rate is like having the majority of people who enter the store just take two steps, turn around and then immediately leave, without even looking at ANY PRODUCTS on your shelves!

Before we can start to improve our bounce rates though, we need to first understand what drives bounce rates.

A bounce rate is actually a measure of your TRAFFIC QUALITY and a high bounce rate is typically due to the fact that your landing pages (where customers land on their site) is not relevant to your visitors!

Think of it like reading a resume….if something doesn’t immediately stand out, poof! Game over.

So, how can we ensure are bounce rates are low and that our visitors are hanging around?

Well, here are just a few tips and tricks that you can easily implement today!

Traffic Quality

As I previously mentioned, traffic quality is the derivative of your bounce rate. This means that if we improve the ‘quality’ of trafic coming to your site, your bounce rate should also improve.

By ‘quality’ here we mean, are the majority of people who click through to your site potential customers (correct demographic, location etc.) or just random punters or kids who are surfing the net?

The simplest way to improving your traffic quality is looking at the keywords you are targeting for both you paid and organic search.

For example if I own a pineapple store (I love pineapples!), I’m much better off targeting keywords like ‘buy pineapple online’ or ‘pineapple store sydney’ rather than just ‘food store’ or ‘edible goods’!

So, write down a list of your current keyword targets and see if you are REALLY getting the type of people you want to your site!

Landing page design

Having good landing page designs is CRUCIAL to improving you bounce rates. There is a tonne of info out there on how to create great landing pages, but here are just a few things all good landing pages should have:

  • Strong large headline
  • Strong call to action above the fold
  • Benefit driven copywriting
  • Uncluttered, clear and concise
  • Content heavy writing at bottom not top
Immediately Obvious Message
While I’ve mentioned this above, this is REALLY IMPORTANT.

Users need to understand exactly what your value proposition is within the first second of landing on your site.

Guess what, if people don’t immediately ‘GET’ what you are all about….poof! Gone.

Think about it.

Your COMPETITION is just a click or two away. Why would people waste their time searching through your site to find something if they could just hit that dreaded back button of doom and find another site which spells it out CLEARLY!

Responsive website design

Did you know that about 10-20% of your visitors are viewing your site from a mobile or tablet device?

Example of Responsive Site Design

Yep, I can almost guarantee it. Check out your Google Analytics to see.

Most websites are only optimised for different browsers on laptops or PCs. This means that your website is looking pretty horrible if you view it on your mobile or tablet device.

A responsive website is one that adapts to the screen size the user is viewing it on. This means that it looks fantastic and is easy to navigate regadless of whether or not they are on a phone, ipad or laptop.

Call your developer now. It’s worth the small investment.

Website Animation/Video

Here’s the thing. If a customer clicks to your website and then your competitors who has a video which clearly explains the benefit of the product….which one will they choose?

An autoplay video on your homepage is great to improve your bounce rate because it GRABS YOUR USERS by the neck and ENGAGES them to listen.

Visitors love it because it is EASY. They can digest all the information they want without having read!

Don’t take our word for it though, dropbox.com, mint.com, salesforce.com and all the big players utilise video on their pages. Also see our customer testimonials to see how we have helped our clients out!

So whats an acceptable bounce rate?

Well, that all depends on what industry you are in. This little graphic should give you a good idea though!

Acceptable Bounce Rates- kiss Metrics

 

I hope this has helped you! Get cracking reeling in your bounce rate today!

Whats your bounce rate at?

Adam

Are losing customers online by making it hard for them to purchase?

Conversion Tips, How To Get More Customers, Marketing

I’m sure some of you have seen this great video from google.

Check it out here:

While this is aimed at the checkout process, it makes a great point that buying/purchasing/finding information online should be EASY!

Now let me ask you this, how easy do you make it for your customers to contact you or purchase from you online?

Have you run through and tested what the EXPERIENCE for your CLIENTS or customers is like?

The easiest way to do this is to take a few steps in your own customers shoes. Alternatively, get some people you know to run through the entire process and get them to answer some key questions. This is known as USABILITY Testing.

You will be AMAZED at the small things that you find, most of the time it will provide you a few ‘Ah ha!’ moments! You will suddenly realise why you are loosing people at different steps in your growth hacking funnel.

Here are a few things that I guarantee some of you will find:

– Some important link or contact form is not working

– The automated emails you send may have a few spelling mistakes

– Its hard to activate your account or to create a new account

– After you fill in the contact form, it takes a few hours for someone to contact you.

– You don’t seem to understand the benefits of the product from the website copy.

– Its difficult to pay or you are unsure of what the next step is.

– You realise your call to action button is hard to find.

What did you find out? As a customer to your own site, was it an easy process?

After a few simple tweaks, you will be amazed at how the conversion rates of different steps in your sales funnel increase.

In the next post, we will dive deeper into how we can optimise each step by using the B . J. Fogg Behavioural Model.

 

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