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hey what's up everybody on today's episode we are talking conversion rate optimization and three big things that you can do today to increase your conversion rate without spending a dime on ads or other tools my name is john aiken i'm the ceo of webcanopy studio and this is the website conversion show hey everybody the graphic that you see on the screen here is the website conversion framework and again for those of you that are listening you can find a link to this graphic inside the show notes and the website conversion framework is kind of the theme that we've been going over the last several episodes we're really looking at what are the essential elements of a high converting website what are the things that that website must do and so today we're talking about the top level here of this diagram which is conversion rate optimization now conversion rate optimization is not something that you do right away on your website it's not something that just happens and you're just like okay i'm going to do conversion rate optimization i've got these things i want to do the reason is conversion rate optimization is about how to improve your website after you have some kind of foundation it's about improving the overall goals and improving the overall performance of what it is that you're trying to accomplish so when we think about all the other things that have to happen first we have to go down to the bottom of this diagram of this pyramid here and focus on each of these elements one by one and make sure that the website is doing what we want it to do right like it needs to convert leads it needs to drive traffic it has to do all of these different things and so when we have that foundation let's say your website does exist today and it's doing okay when you get to that level of comfort you can start looking at things like conversion rate optimization and so today in this episode i'm really going through what are some things that we could do right now to make a fast quick impact on the website performance and so i kind of took the the idea of of this episode i was like john let's think about what kind of value we could provide if we were just going to give some quick ideas what would we do and so i took the perspective of let's say i just got hired by a company and i was coming in to work on their marketing and i was in charge one of my main main tasks one of my main priorities or my main goals is to make leads happen is to give leads to this the sales team okay and so what i'm going to do is try and figure out a handful of items that i can do to have quick wins because i want to have a high impact on this company as fast as i can and the reason is and i've talked about this i think in a previous episode marketers are the highest turnover out of any kind of position in a company in general like just business-wide if you look at all these different statistics and surveys and reports marketers last for about 12 to 18 months in general before they move to a new role and there's a lot of different ideas about why that might happen but one of them one of the biggest reasons that this is happening is because we're not tying us as as a marketing person to the overall success of the business marketing is looked at as a position that is required but it's not driving money to the bottom line it is a it is an overhead kind of position so if i want to have a high impact on this company than coming into i want to make sure that i'm doing stuff right away so i can say hey look these are things that that that i was overseeing that i was facilitating that really helped us out and really brought good leads to the sales team and helped make the website perform better so with that the three things that i would do if i had a new marketing job today and i was sitting in this seat and i was like okay how do i make this website perform better the first one is kind of a kind of a cop-out honestly so the first one is i'm not going to do anything the first one is not necessarily an idea that i'm going to change right out of the right of the gate the first one is about heat map and so what i want to do is is find a way that i can see how users are using our site without just looking at general data statistics i don't want to just go to like google analytics or hubspot data and just say oh we've had so many visits and so many people converted that's good it's super important information however what i want to do is i want to i want to actually watch them i want to watch what's happening like if you were doing this at a physical retail store and someone's coming in to analyze what people are doing you want to understand how people are making purchasing decisions they're going to hire somebody to come in and just watch shoppers they're going to watch how people are walking through the store what they're engaging with what items they're trying on what what things they're not interested in where they go from one section to the next and how that feels and they're going to start to try and track patterns and so what i would want to do is replicate that same concept on the website but you have to start like day one because you want that data as soon as you can and so there's a tool there's a couple tools actually that do this that rely on the power of heat maps and they do a lot of different things too but two of my favorites lucky orange is by far my most favorite tool for this hot jar is another one lucky orange and hot jar both have free accounts so you can literally do this for free and then to see if you like it and then if you want the extended and the more data that comes with it of course you can purchase different plans but with lucky orange one of the first things that we do this with our clients too we lucky orange on the website right away because what that's going to allow us to do is to start seeing patterns and to start tracking how people are using the website perfect example a heat map is going to show a couple different kinds of things but the one that i generally look at the first is is like a scroll map and so what that scroll does is it shows you okay at the top of the page we know a hundred percent of the visitors see the top of the page they have to right it just they have to see it that's just where they land you can't unless unless there's like an anchor tag or some some crazy stuff you don't just like automatically show up you know two-thirds of the way down at the bottom of the page unless it's an intentional link for the most part 100 of the visitors are going to see the top of the page so what would be really interesting then is to see where people fall off and so as you scroll down that page you're gonna start to find out oh my gosh fifty percent of our traffic leaves this page before they even get to you know a quarter of the way down or before they even get to our primary call to action that's powerful to me because if i know that if i know that the primary call to action or the primary value proposition of what we're sharing on these pages is below where most of the traffic sees then boom right there i have an immediate thing that i can do to fix that right away i know exactly what i want to do people are not seeing the the call to action people are not seeing the value proposition so of course they're not taking action so what happens if all of a sudden that gets moved up right that gets moved above that heat map scroll line where it starts to drop off more than likely you're going to see some kind of of uptick in conversions or clicks or whatever that that call to action is that you want them to do so that's how you would use a scroll map another kind of heat map that's also included in these would be click map and mouse movement and mouse movement was kind of confusing for for a lot of people at first but if you think about how you work on your computer a lot of the times people will move their mouse as they're reading as they're looking at text and so we almost do it subconsciously but we're kind of like moving the mouse up and around and it's just kind of following around what this is going to show you however when you look at it at a at a heat map report you're going to see almost like um like a radar like a storm where where the really big activity is happening where the thunderstorms are and the bigger excuse me i hit my mic the bigger activity that you're going to see is showing you these are things that either a are really fascinating people or b things that they don't have a clue what that means and so you would have to go in with an analytical eye but you're going to start to see then okay i can see where people are spending their time what they're highlighting what they're hovering over where they're moving their mouse and maybe i need to make some adjustments off of that the click maps are again very similar to that but that's literally where people are clicking and you're going to get priorities and orders and who's who's clicking where and what what cta has the most clicks and so on so heat map reviews i would it and i'd let it sit for about two to four weeks depending on your traffic you want to get a pretty substantial amount of visitors to get in there and see but that's going to give you so many ideas and just the knowledge to show that and you go and take this heat map you can even print it off you go and take this heat map to your boss and you say look this is how people are using your site here's how i think we can make some changes here here's how i think we can make improvements there and it's totally free like it's it's so crazy how impactful this can be and it's completely free so heat map review do it you'll love it next exit intent pop-up um a lot of a lot of drama around pop-ups a lot of people don't like them i don't really love them unless they're used in a very tasteful way and i like the idea of pop-ups in an exit intent format because it's almost as if you are providing value to somebody before they leave before they are walking out so for example it's like add let's use a retail example again why do you think we have all these different end cap items why do you think we have all of these different things in stores that are like near the exit it's so that people when they walk in first they can see that yes but as they're exiting as they're walking out i don't know how many times i've been with my wife and we walked through target and she's like oh my gosh look i need that and i'm like okay yeah let's do it so um it's it's exactly that same kind of concept rather than asking people to buy of course you can ask people to buy but having an exit intent pop-up if you do this tastefully what you're doing is as somebody goes to click that back button or to click the exit button on the browser a pop-up shows up and it can be obnoxious if you do this wrong so when you're doing something like this you'd want to put something up that says something like wait don't go yet did you get a chance to get r and then give something a value typically you want to give something very high value we've seen a lot of great results with doing things with checklists and templates things that are very usable for your prospects and your customers so think again you're providing value to them of something that they could use in their job or in their their personal life things that they can actually have and have access to nobody wants to do that with an ebook or free guide like that's not valuable this should be very tangible exit intent pop-ups try it you you will absolutely have more conversions i guarantee you're going to have people that will convert on that as long as it's saying the right things next we want to talk about increasing visits to the best pages so the accident intent pop-up i could do today if i have the right software hubspot does this if you're using wordpress there's a bunch of free plugins that do this kind of stuff and you know there's all these other cms tools out there that you can try as well for for other things that i could do today that i would be like hey how can i make an impact right now i would want to do a quick dive into the pages on the website and the page performance on the website and what i'm looking for are the best converting pages i want to look for the pages that have the highest conversion rate with a decent amount of traffic we don't want to say oh we've had one person hit this page and that person converted therefore it's 100 conversion rate that's not enough data to really identify that that's a conversion rate that we want to target because it's not it's not logical that one person could have been somebody from your team right so we have to make sure that it's it's legitimate you want to have 50 100 plus kind of visitors to that page to then track the conversion rate of the page why do we want to do this well if i know that this page converts really well if i know that this page is converting at 30 40 maybe 50 percent it would make sense that i should try and find more ways to get people to that page right so i'm going to think about how can i get people to that page because if that conversion rate holds true if that conversion rate really is 37 or 55 or whatever it might be then i want to try and get as many people into that as possible because think of it as as you're you have this machine and for every 100 people that come to this machine you get 40 people on the back end that become leads awesome that's great but now what do i want to do with it well i can optimize that machine i can try and get that machine to make it instead of 100 people in equals maybe 40 now it's 50 cool that would be great so you can do things within the page to make it better however if you know that you get 40 people in and you need 120 or 500 people then you just have to say all right if that conversion rate holds true how many people do i actually need to get in so you're doing some goal planning you're doing some strategic insights into why you're doing something why you need to increase the leads into this page or the visits into this page but it's for a purpose tied to the goals of the company it's great dialogue to have as a leadership team it's great dialogue to bring into any kind of conversation with um with your your ceo and so on um so how do we do the visits how does how does that work because yeah that sounds great like i'd love to get more people to this page that converts really well so generally speaking those are going to be like some landing pages right so you have maybe a lead magnet or some kind of offer that you're giving away some kind of special positioning for a webinar or something like that so number one i'm going to if i'm just i'm just going to use hubspot as an example if i'm using hubspot i'm going to make a list of everybody inside of my hubspot portal all of my contacts that i have the ability to market to and i'm going to make a list of everybody that has not done that thing yet that has not downloaded that or submitted that form on that page and i'm going to drive a campaign to get people to that value to get people to sign up to do that thing whatever it is on that landing page let's say it's a checklist the reason is i know those people have a need i know those people are in the portal for a reason they have opted in they have done something so they're interested in getting more help so i'm going to be valuable to them and provide them with resources i know will help them okay so i'm going to increase page page business that way the next thing i'm going to do is think about the messaging remember we talked about heat maps and you know maybe we're not getting people to scroll down to see the things that we want them to do so i might make some very obvious call to actions on the home page or other pages on the website that are strategically getting people to go to that page i might also put that page in the top level navigation as just a big button right like try this assessment or get our free guide or try this checklist or get this template or whatever it is you're giving away because that is very very valuable and so these are just tests you can run i know that when people think about making some of these changes they get a little antsy and they say don't want to make this like massive change to our website i don't know if the bosses are going to like it or i don't know what it's going to do for the perception of our visitors my recommendation is to try it try it for two weeks try it for a month you can always take it down you can always go back to what you had before if you want but my guess is it's going to work and so you're not going to want to change it because if it's working and you're generating more leads you're going to have a lot of value there and a lot of reason to keep it up the other thing you could do would be any kind of social channels any kind of social sharing so um you have a linkedin audience you have connections personally your team has connections you have maybe some kind of facebook or twitter or instagram or anything like that and you're going to want to try and push people to that campaign to that landing page or the page that's converting well so those are just some quick ways and again guys all of those are free like you you don't have to pay to do any of those it might take you a few hours tops to do all of that and immediately those three things you would have such a huge impact on the conversion rate even just generating a few more people than what you're doing now is an improvement that wouldn't have happened had you not make these adjustments and these changes and then the last thing i would say is just go back and track it just see what happens if it's something that you need to go back and change change it if it's working maybe consider keeping it so those are the three things that i would do if i was you know brought in to sit down as a marketing director for a company how can i make an impact on lead generation and passing leads to the sales team those are the three ideas that i would i would jump into right away i'd heat maps and i'd go back and check the click map the scroll map the mouse movement map and all of those different things by the way all of those tools have some great features for recordings and tagging events and all these other things so you can really get into the the weeds and the details of what they're doing i would exit intent pop-ups so that you could have a really valuable giveaway to people who are exiting the page and say wait did you get a chance to try our this it's the same concept of people who are handing out flyers who are giving away food at the food court who are doing all these different things they want to give you that option to provide value the last thing i would do is i'd find out what pages are converting really well and i would try and increase traffic through the sources that i already have access to to those pages so that i know i can get higher conversions or or more leads coming through again we talked about emailing the audience it doesn't have to be net new leads ideally net new leads are great everyone thinks in terms of lead generations net new leads but if they're already in your audience and you're warming them back up that's phenomenal you're doing your job and you you're doing it quite well so that's it guys those are the the three things i would do for improving conversion rates on your website uh today you could sit in and start doing those right now if you want to know more please go to our website and take the assessment webcanopystudio.com assessment there's also a link in the show notes this is a an assessment where you're going to be able to take your own your own assessment ask your yourself these questions there's five questions in six categories of that website conversion framework i showed at the beginning and it's a way for you to be honest about how you feel you're performing or your website's performing in these particular areas and then based on your your your answers you're going to get a checklist of things that you can start doing right away to make those changes and to fix those on your own we also have resources and tons of other things available to you on the pdf that's delivered to you i think that's it let me know if you have any questions and we'll see you guys next time thank you you