Don’t spend anything until you have covered this. Running a business is hard work, even if you love what you do. And with the proliferation of website builders out there (and the DIY platforms) it’s easy to whip up a site and think you’re good to go.
But have you considered tracking (because without data, your campaign is toast), compliance with each of the platforms, load speed, SEO (so that you can build organic over the longer term as well), whether the customer journey flows properly, and whether your site will hit benchmarks for conversion rates?
The accepted benchmark for traffic to conversions is 2%. We prefer to aim for at least 4%, but start with the basics and improve from there.
When you cover each of the points on this list, your site should be ready to go.
Think of it from your customer’s point of view. Show your service or products in real life. Help your prospects imagine what it will feel like to use your product or service.
There’s no need for this to be expensive - professional photography is definitely worthwhile if your budget allows it. But if not, make good images anyway. For what it’s worth, even when we have seen professional product shoots done, the images someone took on the side with their iPhone sold better. The point is to Make It Real.
In tandem, work on your blog. When it’s well-written and optimised for Google search (SEO) you will build up valuable organic traffic over time. If you want to learn to write copy in-house, or have someone on your team do this, sign up for Copywriting for Profit and you’ll get the added bonus of learning how to make words - in every digital format - earn their keep.
Your site should have the customer immediately sensing that they’re in the “right place” when they visit. You can gauge this easily via your site’s bounce rate. If it’s over 60% you have work to do. It’s a matter of matching the right kind of people with a well-built site and good content. People will first buy on emotion, the feeling that - as Seth Godin puts it - “people like us do things like this”. Then they’ll make themselves feel even better about their decision with the logic. So, give them that emotion. Give them the place that, when people land there, they feel like “these people know me”.
Side note: it can be a good idea to slightly delay the firing of the ‘Page View’ event for a couple of seconds. That way the data won’t count people who accidentally click, which gives you a better segment of traffic to retarget. There are a couple of free Chrome extensions you can use to see whether or not your site’s tracking is installed correctly. First, use Google’s tag assistant. And in your Google account, ensure you have ‘goals’ set up so that you know when a lead or sale is made from your campaign and/or website. If you are tracking leads from your site via Google Ads, make sure your leads are directed to a ‘thank you’ page after they complete the form. That will allow you to track the lead goal.
Then also install the Facebook Pixel Helper which will show a green mark next to ‘Page View’ when done right. If you have a product catalog of items for sale, you should also click on one of the product pages and check that the Facebook Pixel Helper shows a green mark next to ‘View Content’. This means your campaign can track which products people looked at, and retarget them with that exact one via dynamic product ads.These are basic events to track that will get you started. Then, the revenue fuel comes from segmenting, tracking and retargeting events such as unique page views, unique add to cart, initiate checkout, purchase, video views etc.
You’ll also be able to show people different collections, based on their interests. First, create a Product Catalog feed on your site. From there you go to Facebook’s Business Manager and link the product catalog feed.
You can then set up seasonal or interest-based collections. Using Dynamic Product Ads is one powerful way to get ahead of the competition.
But you can reduce this by helping people feel comfortable about giving you money. Start with these:
DoubleClick by Google found that 53% of mobile site visits were abandoned if a page took longer than 3 seconds to load. DoubleClick also found that publishers whose sites loaded within five seconds earned up to twice as much ad revenue than sites loading within 19 seconds. Work on your page load speed after your site is complete.
You can test your page load speed from a few free sites:
You will probably find you get different speeds from each, so use each as a reference.
Talk to us about getting an analysis of your business goals and current marketing systems. Our strength is in finding your business’ strengths, then effectively communicating those to your market. And we make it a priority for you to feel relieved, knowing your marketing is not only running smoothly, but bringing strong returns.
Jo McKee founded McKee Creative in 2016, but has been helping people make money online since 2005. Before even looking at which shiny tool to use for a campaign, Jo helps clients create powerful offers that work on any platform, regardless of the industry. After working with clients in industries as diverse as film distribution, marine tourism, exercise for retirees, professional services and all kinds of products in ecommerce, Jo has found the one principle for success is simple: people matter.
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