Have you every wonders what Google is working on regarding Google Analytics, Adwords and optimize? This week the Denver Digital Analytics Association had Casey Carey, Director, Platforms & Publishing Marketing for Google, and President of the DAA Board of Directors speak about the future of Google 360. This shed light into where Google is going and how it is starting to tie all of the products together from a data perspective.
The goal for Google is to have users spend less time figuring out attribution and set up of the tools and more time analyzing the data easily. Continue reading “2017 Google Update on Analytics, Adwords, Optimize, Attribution, Surveys and More”
I have launched a new Slack group called CRO Growth Hacks, “CRO Hacks” crohacks.slack.com. This group is for marketers and business owners to share and learn how to generate more leads, sale and grow their business.
Click Here To Learn More and Request an Invitation
Unfortunately often usability is the last item checked off on a project. It actually should be one of the second or third things completed during the prototype stage before development. If not your project costs can go up significantly or worse your project will not have great results even if all your code is correct. Here are some quick usability tests to check your web, mobile or multimedia creation.
- Just like when you where in school… have your parents or grandparents test your creation. If they can’t figure it out then it is not usable. Note that having your child do it does not count. They often have a higher technical understanding of how something works.
- Make sure the technical abilities needed to use the site match your user audience. For example the abilities of online gamers compared to people getting their online drivers license are very different. Both vocabulary, technical skill and navigation should be at least 60% under the user’s ability.
- Assume nothing
- If you are creating a new navigation system make sure it is taught once and repeats throughout the system. Don’t create a home page with one navigation then internal pages with different navigation.
- For web sites, all important actions should be above the fold of a standard laptop. (the part of the page you see before scrolling)
- Lead the user to an assumed conclusion and action.
- Screens should be self describing even without words when possible.
- Show the user where they are in the process at all times
- Never have the user have to search or hunt for something
- Have multiple ways to reach important functions
- Redirect errors so the user can figure out what they did wrong
- Have the colors, fonts, images align with the brand, ad or previous page, product or service?
- Test, test, test on all user’s browsers and devices.
Simply said on any page these questions should be answered within seconds of landing on the screen:
- Where am I?
- What do I have to do?
- Where do I click to complete the action?
- Where can I get help?
Often clients ask how should they optimize their landing page(s). The landing page is where a prospects ends up after clicking on an ad. So you must first start with the ad and follow the users experience from the beginning to the Submit or Buy button. Most prospects will look at your landing page for about 7 seconds. So the page must build trust and be appealing enough for them to continue. Below are items to review with your present campaign.
The user starts with the ad, once clicked they come to the landing page. The message, color, images, should be the same on the ad as on the landing page. So if you have blue banner with a picture on it the landing page should have the same image and blue color on the page. This reinforces trust to the user and they know they are at the right place that they expected. The offer should be the same, do not bait and switch.
Build user understanding quickly
There are four main pieces of information a user is looking for.
- Where am I – meet the expectation set up by the ad.
- What do you offer – clearly state what you offer in one sentence
- Why do I care – tell the user what the advantage is of your offer don’t assume they know. Also use You and Your instead of I and We. Using You connects the user faster to their imagination of them using your product or service.
- What do you want from me – You have to ask for the sale. Get, Buy, Sign up, Start today. Only ask for information you really need. You can get additional information later. People are skeptical about providing any unnecessary information. Be up front about any costs or fees.
Studies show that when people read online they jump around. They often read the first and last sentence of a paragraph, not the middle; they often glance over to an item on the left or right.
- Keep the text simple with plenty of white space so the user is focused on what is on the page and not distracted.
- Use two columns one with the main body of text the other can be a thin call to action form, testimonials etc.
- Use font color and size, and graphics to capture the user’s attention but not distract them.
- Reinforce our call to action in multiple places on the page
- Have a call to action in the upper right above the fold (what you see before scrolling) as well as your main pitch.
- Build trust with Return and Privacy links on the bottom of the page
- Be careful not to have too many links off the page. Many landing page have no navigation and pigeon hole the users into one path others wait until the user has clicked the first button to a series of forms once they are filling out forms there are no other links off that path.
Test and Test again
With each offer you would have a separate landing page this keeps a consistent message. However you will also need to test different ads and different landing page. Some pages would have different layouts others may only have one call to action word changed in the heading. Remember this is an experiment so only change one thing so you can figure out what change worked and what change did not. Track your clicks, acquisitions, time a person spent on a page etc.
Feel free to contact me if you want a free landing page consult. Go to www.OptimalLeadGen.com
The old saying “you get what you pay for” is very true in the lead business. Often companies want leads of high quality but also want a high quantity. Unfortunately the higher quality lead cost more and there are fewer of them compared to the high quantity lead that are at a lower price. But this does not always mean one type of lead is better for your organization than another. Some organization with good call centers can have a better ROI with a lot of lower quality leads because they are so efficient in selling or because in some industries the quality of the lead is not as important. For example a high priced service or a very technically specific product can require a more thorough qualification process. But if you have a low cost service or a very generic service, a good sales person can plow through the calls and can get around almost any obstacle, closing enough to make the ROI target. Another factor is if you are purchasing B2C leads compared to B2B leads. With B2C leads it is possible to have a good ROI on a less qualified lead.
The real issue is lead quality expectations and return policy. The lead company usually states how they qualify their leads and what their lead return or credit policy is. Lead quality can range from electronically checking name, phone and address to phone verification / interview and matching of the lead to the best vendor. If a company is purchasing low cost leads, high quantity, then they should expect a higher number of leads are required to get a close. And the return policy to not be as lenient.
For a general guideline, if you are purchasing leads in the $15 to $35 dollar range you are purchasing low cost leads and should expect to purchase more leads per close. The price range is due to the type of industry and size of lead. There are a few companies that phone qualify leads in the $20 to $35 range but the only way they make a profit is to sell the lead to 4 other companies. For 100% qualified, exclusive leads with a 100% return or credit policy you should be paying well over $100 a lead.
Remember the lead generation company has a cost per lead which is a lot higher than most companies purchasing the leads realize. If you are curious, open up a Google account and run some ads. You will quickly see that acquiring leads is much more expensive then paying for them via a lead generation company. This is compounded by the fact that you can not get a return or credit for a lead from Google for example.
One last point… If you want to purchase more leads, do not be as specific in the type of lead you want. Often a lead generation company will sell you more leads if you take all size projects or leads across the country compared to leads in a specific region and project price range.