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Grow Your Business

  1. 1. Grow Your Business: How your website and social media can be the perfect collaboration. Laura Pearse Founder, Pique bepique.com laura@bepique.com
  2. 2. Nashville, Tennessee Laura Pearse Columbus > Chicago > Nashville We use design, development, and growth strategies to help our clients launch, optimize and grow their impactful brands.
  3. 3. Today we’ll discuss: Find this deck at bepique.com/smbm •This is Social Media Breakfast — but I’m going to talk websites. Chances are at some point your socials drive to your site. What happens then? Is it primed to be the perfect collaboration? •Thinking of your website as a product (+ not a brochure) •What this means for ongoing growth (+ why it is vital)
 •10 Website Musts
  4. 4. Even if your business is 99.9% in-person. Even if your business isn’t directly related to digital or tech fields. Even if you don’t sell anything online. Think of your website like a product. It’s not a brochure anymore. It’s a product.
  5. 5. • Information based • One-sided, you talking to them • Limited • Impersonal • Passive • Static, stagnant Brochure Mentality
  6. 6. • Impacts every area of the Business • Maintained + Developed • Serves Something / Someone • Ever Changing, Evolving • Ongoing, Intentional Process • Strategy > Evaluate > Strategy > Evaluate Product Mentality
  7. 7. The digital world is the world. A website is not a static, passive piece of your strategy anymore.
  8. 8. Let’s change that. Too many awesome businesses have websites they operate with a brochure mentality — a static, passive, piece of the strategy.
  9. 9. don’t be scared to do that on your website too. You experiment all the time on social media,
  10. 10. So I need a new website?
  11. 11. Okay. But then do I need a developer + budget for that?
  12. 12. What is the one thing your site needs to do better than anything else? WHERE TO START:
  13. 13. • Heavy mobile traffic • Heavy calls rather than form submissions • Short conversion window • 75% residential and same-day service • 50% already knew of them from socials, advertising, friends, or were already a customer • 50% are new customers Local Plumber
  14. 14. • What works best? Calls from mobile. • Focus double the energy on it to supercharge • Focus on showing up on first page of search LOCALLY + 50 miles • When they click, new landing page loads fast, is perfected for mobile, is simple with concise messaging, and has easy “click to call us” CTAs Local Plumber Did it drive growth?
  15. 15. • Heavy social media and email traffic • Split 50/50 desktop/mobile • Lots of product page views • Lots of adds to cart • Lots of checkouts started • But conversion rates are much better when customers spend more than $100 Shoe Brand
  16. 16. • What works best? Socials driving people there, adding to cart, starting checkout. • Checkout experience is intuitive and seems easy • Notice the $ threshold - could it be it shipping? • Test offering free shipping with purchase of $50 or more rather than $100 or more • Watch sales, what happened? Shoe Brand Did it drive growth?
  17. 17. • Usually announce shows on Mondays • On-sale usually Friday at 10am • Doesn’t always sell out same-day • Shows every weekend • Heavy desktop conversions • Links over to Ticketmaster for the sale Venue / Event Space
  18. 18. • What works best? Email list. Reminder of on-sale morning of gets the most clicks + conversions • Largest spike in sales within the first 3 hours • Send a second email only to people who have not bought tickets that day after 5 hours to notify them of low ticket alert • Take anything unnecessary off ticket page Venue / Event Space Did it drive growth?
  19. 19. One piece at a time — That’s all it takes to shift to this mentality. Hyper focus then supercharge. (Then do it over and over again)
  20. 20. 10 Musts To Add To Your Roadmap
  21. 21. 1. Visit Your Website Yep, that’s a real tip. When is the last time you went to your website, logged out, and checked out every page as a new user would? On mobile? Tablet? Is it easy to read? Is it easy to click? Go to your website through the lens of a new customer and take notes.
  22. 22. 2. Test Something Like the examples we talked about — what is one easily implemented thing you can test before the holidays? No budget, no implementation cost, come up with and test one piece of the site that has the most impact on the bottom line. Example: Shipping threshold. Took 3 minutes to implement, no dev costs and time evaluating but BIG impact on bottom line and evolution of the site over time.
  23. 23. 3. Grunt Test If a caveman took a quick look at your website, would he be able to grunt what it is that you offer? • Show someone your website for 5 seconds and then shut the computer. • “Who are we? What do we offer?” • “How will it make your life better, different, solve a problem?” • “What do you need to do to buy it, get started, sign up, etc.?” • Bonus: “How would you describe us to a friend?” We need to be concise and make the main thing the main thing. But how?
  24. 24. 3. Grunt Test - Tell Your Brand Story How much is a confusing website costing you? Include: • An effective, short, easy to understand tagline • An obvious call to action (lead with your dominant revenue stream) • Visually show the success your customer will experience because 
 they bought your product or interacted with your service Resource: Donald Miller’s StoryBrand Resources Visit 5minutemarketingmakeover.com (free)
  25. 25. 4. Test Page Load Time Roughly 40% of users will abandon a site if it takes too long to load. There are two sides to this: What your users experience vs. what Google experiences. Both matter. Resource: Google’s PageSpeed Insights (free) https://developers.google.com/speed/pagespeed/insights/
  26. 26. 5. You’ll probably need to optimize Images (everyone does) Images are a huge part of web design — and are really effective. It’s one of the easiest page speed improvements you can make. If you are not optimizing your images before you load them on your website, you’re impacting page speed.
 Resource: My favorite image optimizer (free) https://imageoptim.com/mac (other versions available) *There are also Wordpress, Drupal, Shopify, etc. platform plugins and apps that work really well. Most are paid, but low cost. Email me the platform you’re on and I’ll send you my favorite image optimization to check out.
  27. 27. 6. Where’s The Action? Look at your lead call to action — and how many CTA’s you’re making on any given page. Is that really the thing you want them to do? If you have more than 2-3 on the page, which ones take priority? Make the main thing the main thing.
  28. 28. 7. Font Size Check How small is your type? How long are your paragraphs? Think not only if it is legible on all devices, but is it readable?
 Is it skim-able? This one is super easy to implement and a cool test. Make sure you have analytics configured and then watch time spent on certain pages, time spent on site, bounce rate, mobile bounce rates, scroll rates, etc.
  29. 29. 8. Showcase Reviews Are people talking about you? Cool! Show them off in a clean, elegant way throughout your site. Testimonial pages are great, but even better to integrate customer reviews, great tweets, Instagram photos, and testimonials throughout the pages people are already looking at. Where can you embed these feeds or posts on your site?
  30. 30. 9. Make Sure Google Analytics Is ON I’m sure you’re all using this — but let’s just double check. It’s insanely awesome. Even if you’re not data-savvy, turn this on. Ecomm — make sure you have enhanced ecomm tracking turned on. Resource: Google Analytics (free) https://www.google.com/analytics
  31. 31. 10. Go Crazy With Crazy Egg - Install it (one line of code) and turn on what they call snapshots. This one’s paid but can give you key insights. Start gathering data you can use. Even if you don’t do anything with it until after the holidays, you’ll have a gold mine of data ready after a few months. My favorite: Scroll Maps See who actually sees that content at the bottom of the page. Resource: Crazy Egg (free for 30 days, then from $9/month) https://www.crazyegg.com/
  32. 32. 10 Musts To Add To Your Roadmap: 1.Visit your website 2.Test something 3.Perform a grunt test 4.Test page load time 5.Optimize images 6.Evaluate CTAs 7.Font size check 8.Showcase Reviews 9.Turn on Google Analytics 10.Check out Crazy Egg
  33. 33. Let’s talk, What questions do you have? Laura Pearse Founder, Pique bepique.com laura@bepique.com Find this deck at bepique.com/smbm