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The Journey from Stranger to Customer

Internet Marketing Software - WordStream
Internet Marketing Software - WordStream
Internet Marketing Software - WordStreamInternet Marketing Software - WordStream

The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision. Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale. If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat. During the webinar, you'll learn: -How the customer journey has evolved -How to capture more conversions through paid search -How to identify if you should implement a live chat function

The Journey from Stranger to Customer

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CONVERSION LAND: CHAT How to capture leads & optimize
INTRO
This webinar is going to break down the client buying cycle, search marketing best
practices, and conversion optimization.
We will combine the best of paid search strategy, chat, and best data practices to
show how you can increase your conversions, improve your website & landing pages,
and sharpen up your keyword lists.
TODAY’S SPEAKERS
Launch Poll
CONSUMER BUYING CYCLE: Steps To Conversion
PHASE 1: AWARENESS
The buying cycle begins once your client has
identified a problem or need. This is what we call
awareness. It is important to understand the levers
and emotions that trigger this response.
Understanding the needs or problem will allow you
to market effectively.
Takeaway:
• Resolve Stress/Concerns
• Catching Up With To-Do’s
• Spur Of Moment Circumstances
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The Journey from Stranger to Customer

  • 1. CONVERSION LAND: CHAT How to capture leads & optimize
  • 2. INTRO This webinar is going to break down the client buying cycle, search marketing best practices, and conversion optimization. We will combine the best of paid search strategy, chat, and best data practices to show how you can increase your conversions, improve your website & landing pages, and sharpen up your keyword lists.
  • 5. CONSUMER BUYING CYCLE: Steps To Conversion
  • 6. PHASE 1: AWARENESS The buying cycle begins once your client has identified a problem or need. This is what we call awareness. It is important to understand the levers and emotions that trigger this response. Understanding the needs or problem will allow you to market effectively. Takeaway: • Resolve Stress/Concerns • Catching Up With To-Do’s • Spur Of Moment Circumstances
  • 7. PHASE 2: CONSIDERATION Once the need is identified we begin our search. This phase is called consideration, and is heavily oriented around research. We ask friends & family, inquire from people within the industries and do our best to get as much background into what we’re looking for. Takeaways: • Research Blogs/Forums • Talk To Our Circles • Search In Google/Bing This Car Is Awesome!
  • 8. PHASE 3: SHORTLIST/REVIEW Eventually a person will shortlist a select group of vendors or options. Everyone is different, and what form of branding & marketing can be unique to why someone will decide to shortlist you. At this stage however the search is over and the client will want to settle down, save time, and feel comfortable with a decision point. Takeaways: • Remove Extra Noise • Save Time/Move To Decision • Comparison Shopping
  • 9. PHASE 4: ACTION/CONVERT Of course, the last step to take is to finalize your considerations and make that purchase or submit a lead. This step requires many elements, especially trust & faith in the offer that they were evaluating. This last step is the hardest for most advertisers since typically those who convert vs. those who browse is much lower. Takeaways: • Reputation Building • Build Trust & Relationship • Fulfill Needs & Feel Good About Decision
  • 10. SEARCH MARKETING STRATEGY The Right Offer To The Right Audience
  • 11. OPTIMIZE YOUR SETTINGS When targeting an audience in Google or Bing it’s very important to understand if your offer is applicable to the entire world, the United States, or specific segments. Over-looking this crucial aspect could see your ad’s spread to thin, cost per clicks higher, and budgets depleted before your primary audience gets to engage in your offer. Takeaway: • Start With City/States (Consolidate Budget) • Research What Times Are Ideal For Action • Use Bid Modifiers To Maximize Exposure
  • 12. KEYWORD STRATEGY Keywords are the most critical aspect of any search marketing campaign. Having a solid, logical strategy for your keywords will be necessary to succeed in capturing the correct audience based on their specific needs. Here is a starting point in setting up your keywords; • Begin with mod. broad match types • Avoid overly generic or abstract keywords • Research keywords using multiple tools like the keyword planner from Google AdWords • Monitor your search queries to extract “money keywords” and tighten up match types • Set preliminary negative keywords, add as necessary
  • 13. IDENTIFY UNIQUE OPPORTUNITIES Search marketing is not a static field. There are many different things that can shift search trends, keyword usage and interest in your offer. Analyze the environment in which your target market searches, what outside influences can alter search habits, and any other real world circumstances that are important. Unique Opportunity Examples: • Location based searches • Events or breaking news • Trends, slang terms, niche lifestyles • Realistic needs, granular keyword targeting GET CREATIVE
  • 14. Identifying Unique Opportunities: Google Trends For example using Google Trends we can identify interest in the Patriots & Superbowl over time & in comparision Google.com/trends
  • 15. Who Will Win The SuperBowl? Combining the data we collect from multiple sources can help us piece together a strategy that outshines and outperforms those that run on generic best practices. Google Trends
  • 16. CASE STUDY: DOWNSIZING & EXTREME CLEANING SERVICES Using chat to increase engagement & close sales
  • 17. EASY INTEGRATION OF CHAT INTO WEBSITE We were able to setup the chat box on advertisers website within 10 minutes. Using the WordPress plugin available from Pure Chat made the process really simple and 100% compatible with the existing website. From there we customized the chat box to our liking and setup notifications to go to advertisers cell phone so that they had the ability to respond quickly practically at any time and from anywhere.
  • 18. ***BRANDING “Color increases brand recognition by up to 80%” – (Bop Design) DON’T TAKE AWAY FROM IT • Be sure to match your chat box up with your website • Nothing should take your customer’s eye away from the main site • They want to know you’re there, but don’t be an eye sore
  • 19. USE CHAT IN OUR SEARCH STRATEGY We then decided to add the new chat feature within our ad copy & also include additional sitelinks that spoke directly to our audience advertising our new chat feature. Using AdWords extensions we added sitelinks & callouts that put chat front & center. Sitelinks: Create an additional header & link to a page on your website. Sitelinks are great for taking over more real estate and potentially matching a searches intent if the header doesn’t. Callouts: Create additional advertising text and are ideal for making your ad’s bigger and more relevant to the exact search, as well as additional offers/services.
  • 20. DATA POINTS: STRONG CTR + CONV. RATE Using a data set of about two weeks of live sitelinks & callout extensions we were able to identify that the sitelink highlighting chat as a feature had the 2nd highest CTR & Conv. Rate! This means that ad’s which featured the “Live Chat” link are getting clicked on more often and tend to lead to a better conversion rate than our other sitelinks. Although this is a preliminary test, further optimization of the sitelink could potentially lead to even greater results.
  • 21. USING CHAT TO UNDERSTAND TARGET MARKET Using the chat’s that our advertiser received we are able to understand the gaps in our landing pages & potential loss of conversions. The information we are able to mine is hard to find as we compile the most often asked about items and concerns the target market had. This information couldn’t be found any other way. In under 2 weeks of use we received over 18 chats with multiple conversions directly from chat! Most asked questions were: Pricing, Service Area & Additional Services Related Service Area 15% Cost/Estimates 19% Additional Services 19% Job Search 12% Not Specific 15% General Inquiry 12% Business 2 Business 4% Customer Service 4% QUESTIONS Question: What would these visitors do if there was no chat feature?
  • 22. ADDITIONAL METRICS & INSIGHT Google 9 Direct 6 Bing 3 Yahoo 3 0 1 2 3 4 5 6 7 8 9 Source TRAFFIC SOURCE OF CHAT SESSION Google Direct Yahoo Bing PureChat also had additional insight into traffic source!
  • 23. We were also able to identify that 3 chat’s were asking about services on behalf of other people. This gives us insight into the sensitive area of the business and some of the reasons someone may reach out for help, even if on behalf of loved ones. Potential Strategy: Target searches that are related to someone looking for help intervening (incl. forums, informational portals, articles). Use language on website to reflect this audience.
  • 24. How Does Chat Help You Lasso In Leads?
  • 25. DIDN’T CAPTURE THE CUSTOMER FROM THE ADS???
  • 26. ALSO UNDERSTANDING YOUR WEBSITE  What if a visitor comes directly through organic search?  Have you also identified the gaps on your website?  TEST!!!!!  Be like 75% of the top 5 internet retailers (CrazyEgg)
  • 27. MORE DATA • You know who your customers are • You’re beginning to understand what they’re looking for when stumbling upon your ads • What about when they go directly to your site? • Analysis • What are the most popular areas on your website? • Most frequent questions? • From where to the most frequent questions stem? • Before Testing • Form a hypothesis • Set goals • Look at prior testing • What can you transfer over from your ad conversions? • Begin! • From colors to button placement, all the way to pricing changes
  • 28. BE PRACTICAL • Managing should be simple • TIME EFFICIENCY • Mobile tools are your friend! (Huffington Post)
  • 29. MOBILE FOR ALL • You’re mobile, and so are your customers • Is your website? • 650 billion minutes • The amount of time online shoppers spent on a smartphone/tablet (CrazyEgg)
  • 30. CONVERSION FOCUSED  Website conversion rates: 1-3%  $92 – average company spend to bring customers to website  $1 – average spent to convert them (AdPushup)  Simplicity  Engagement  “Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth” (Gallup)  Better Experience  Top of mind  Churn Busting  Case studies  “Correct targeting and testing methods can increase conversion rates up to 300%” (AdPushup)
  • 31. WHAT IF WE LOST OUR INITIAL VISITOR/CHAT? Lead Becomes Client Convince Lead Your Offer Is For Them Attract As Many People As Possible Who Are Looking For Your Offer100 visitors 25 leads 2 conversions Went with competitor Ran into technical difficulty Price/value issues/evaluating Remarketing is a process that allows us to track users who have visited our website and cater ad’s directly to them in the future Remarketing Funnel Didn’t like the offer
  • 32. Remarketing Funnel Search Network Google.com Display Network Millions of Websites Visual Ad’s Youtube Youtube.com Lead Becomes Client Convince Lead Your Offer Is For Them Attract As Many People As Possible Who Are Looking For Your Offer Lost Leads Send Lost Lead Back To Website Remarketing Cycle
  • 33. Search + Chat is a recipe for conversions!
  • 34. OPTIMIZATION CYCLE The chat feature has allowed us to advance our marketing & conversion funnels on two fronts. We are able to optimize our search campaigns to get better metrics and engagement and we are also able to capture leads much more effectively and create a better user experience on the website. Using Chat We Can Now: 1.) Collect Data From Our Sessions 2.) Optimize Our Search Campaigns 3.) Improve Landing Pages & Website 4.) Improve Conversion 5.) CONTINUE These Optimizations Collect Data Optimize Search Campaign Improve Landing Pages & Website Boost Conversion Repeat
  • 37. THANK YOU FOR ATTENDING @PURECHAT @AEV_INSIGHTS