Definitions
B2C
- 1-2 decision makers
- short sales cycle
- low lifetime value
- broad market
B2B
- team decision making
- 6+ months sales cycle
- high lifetime value
- niche market
Goal 1: Attracting users to the site
Schema Markup
- Use it
- Takes more space in search engine results page
- Case study: client implemented on video pages. +204% impressions and +120% clicks
- Best description will vary depending on place in the funnel
- “Learn more” is worse than no call-to-action in their case study
Upshot
- Set goals before optimizing
- Implement schema markup
- Measure
Goal 2- Give users the best experience
CTA Language
- Changed “Download Now” to “Free Download”- +21%
- Background color from blue to orange- +22%
- Changed “Contact Us” to “Tip Sheet”- +184%
- Pop-up form to redirect to landing page- +33%
- These are not absolutes but depend on user intent. Test on every page before making a decision.
Optimize Top Nav
- Improve design
- Break down vague navigation like “Resources” so users know what they can get
- Create a dropdown showing sub-options like “Reports,” “Tools,” whatever
- If you know top-performing categories of products on an ecommerce site, include those in the top nav
Upshot
- No one-size-fits-all solution
- Test everything
Goal 3- Track success
- Track name of video, how far they watch, etc. (not just a single metric)
- Track user interactions on top nav – which link was clicked and which page they were on when they did
- Audit content to identify best and prune worst
Takeaways
- Keep full funnel in mind. Which part of the funnel are people in when they hit a page? Speak to that.
- Test and track everything
- No cookie cutter approach
- Honesty and transparency are key