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Hello, I'm Vernon Riley and I'd like to welcome you to a KKSmarts short video snippet.
We've decided to create these bit size snippets as extracts from all the video and webinar
material we produce.
Each snippet contains one powerful concept or idea - something that'll improve the performance
of your website. The intention is you can grab it quickly, and try it on for size, think
how it would impact the way your website fits into your business.
When you want more ideas - another concept - come back... get another snippet - or go
to our website and explore the material there.
And what's to be done if the primary focus for improving the website is action for improving
revenue. Wel the kind of things you need to be aware of are that you need a clear focus
on "who you're talking to; the ideal customer, the ideal prospect that you want to talk to.
You see if you're not clear about this then as you go about testing different messages
and monitoring feedback; you're likely to get misleading results. As you test different
calls to action -- you may not get the appropriate result. Now it varies with the kind of business
you're in and the kind of product or service you do -- what the appropriate call to action
is. You see for some it may be that people will pick the phone and talk to you -- for
others it may be that they want to get hold of some more information by giving a somewhat
anonymous email address. But whilst it's dependent on the sort of business -- it's also dependent
on the kind of person you're talking to. Whether they're likely to be particularly confident
in engaging with your business -- or whether they're much more reticent.
They think they may be naïve. Now if you don't know who -- don't have that clear picture
- the waste that you're likely to see in getting thrings wrong is going to be much higher than
you'd want and the response much lower. So you need to test different ways for the
person to engage -- different calls to action. And all of these are the sorts of things you
can do and you can test. Analytics is adept at measuring what's going
on and allowing you to do these tests. One of the basic mechanisms is something called
Split testing. It works a bit like a continuing game of Leap Frog. You get one item A, you
use that as the control in scientific term and you run item B against it. You decide
and cause them to compete. Depending on your point of view, you are to place statistical
view of what reasonable is or you say it's enough that I feel comfortable of a good answer,
you pick the better performer. Let's suppose that B was better than A. What
you then do is you revise A. You change A and you are try and get A so it will beat
B. If it does, great! If it doesn't, fine. You try again with something else. You continue
this process of Leap Frog and over time, your results improve dramatically. You get to a
point where the eventual outcome is way way ahead of where you started. You get to a point
where a return of investment of your marketing is much greater than it used to be because
you have continued to test yourself to improve and to measure. So that is a really important
element. What other steps can you take? You can measure
and refine what happens after the initial engagement. For many people, the website may
the start of a process and being the start of a process, it's not the whole of the process
you've got what happens afterwards. It may be by changing the process that people follow,
the things that you do, the ways you are trying to engage with them that you can improve the
results. All of that is driven by the ability to measure. So if you are using email, direct
mail, other forms of marketing to engage with them after the initial engagement and perhaps
drive them back to the website so that they can consume something else. You want to measure
it; you want to refine what happens. Can you enhance the measurement of your Sales
pipeline? Sometimes the measurement of your Sales pipeline is relatively static. Sometimes
you can improve the measurement itself, and therefore get better feedback. That may be
dependent on the software system that perhaps you are using, it depends on what you are
using as a CRM system. Critically, if you spot a new type of customer, a new customer
profile, are you open to making any changes to either the process that happens initially
on the website or the process of engagement that follows afterwards that will suit that
new customer's profile? That has to do with how you divide suspects into groups, how you
look at the group of people to whom you sell. We are asking ourselves to marketing questions.
But we are going to assume that we are capable of asking simple questions like that. And
then, working at that to get the divisions right and to do the measurement. And then,
we can qualify them into leads.
OK - That's one snippet..
How whilst we'll be doing lots of these snippets -
They'll come from all sorts of places. and that means frankly they won't be spaced at
some neat interval - something in the Calendar
So The best plan by far is to subscribe to the Youtube channel. You should find a button
above this video
The other thing you can do of course is go across to our website www.KKSMARTS.COM and
have a look at the other stuff we do
All of our stuff is about making sure our clients get the return on investment they
require.
This Vernon Riley saying thanks for watching - bye for now