Summary: Customer Discovery Funnel on #SEOchat

Moderator: @peoplesknees and @CaitlinBoroden from @DragonSearch

Every online biz has steps that people take to become a customer. What’s your # 1 conversion goal?

@Sonray   Making my clients oodles of money so they can swim through it like my friend here.

@andrea_tuttle   Our initial conversion goal is a form submission, expressing interest, but our #1 conversion goal is a signed contract!
@CaitlinBoroden   Yes, a form submission is an excellent first step in the funnel. Conversions often take time.

@JennineMiller   It varies for each client but a generic first goal is to get a request for more info, be it a download or contact form.
@peoplesknees    Yes, definitely. Good conversions are either us (the biz) getting more info or them (customer) receiving more info.

User experience on your website is key to keeping users on site & converting. What makes a great user experience? The worst?

@Sonray   It’s 2014, why are we still taking over screens and using popups?!?! The good is when a website tests every aspect in an effort to improve little by little.
@CallMeLouzander   Couldn’t agree more. Makes the user feel out of control. Don’t be that website!

@andrea_tuttle   Clear calls-to-action, intuitive navigation, NO POP UPS

@KevinWaugh   Simplicity and definition is a great UX to me, sometimes there is too much noise. This 100x times easier and better than a complete redesign.
@Sonray   It’s a responsible way to make sure those changes don’t get misinterpreted by search engines too

@Etela   The page has to provide what the user came for – know your users, what their needs are & give it to them on the landing page. And then you collect data and test continually.
@CaitlinBoroden   I always try and think in the users shoes. Okay, they’re sitting at their desk/on their phone. What will they do next?

@scottkrager   SPEED above all else. A zippy fast website is a happy website and happy visitors.

@CallMeLouzander   A site that knows why it exists. I’m surprised by how many sites are just a nest of content with no focus.

@JennineMiller   Better mobile experiences. This @Bruceclayinc blog explains it all.

Tell us about a situation where you discovered a conversion obstacle! What was it? How did you discover it?

@Sonray   Client was recommending products mid-checkout which confused users & caused abandonment; plotted the checkout.

@peoplesknees   Speaking of mobile (@JennineMiller) I once discovered on a site images were hoover only, click & sent to home page. #nogood
@JennineMiller   Really! That’s awful! Can you imagine the amount of potential clients lost from frustration?
@CaitlinBoroden   Another frustration with mobile.. fonts too tiny!

@Etela   CTA lead to a 404 page.

What’s your process of analyzing conversion funnels & obstacles? How do you identify things that others missed?

@Sonray   Call me old fashion but I manually map out the journey & variables then analyze GA if that was setup correctly.

@KevinWaugh   I walk through the process, over and over. The Book “Outside In” discusses this.

@peoplesknees   Sometimes I try to *be* the customer going through my website’s ideal conversion funnel. Step into their shoes.

@sydrenee5   I would look at it from a customers perspective and try to perfect what they are seeing. Go over it again and again.
@Etela   Yes, put yourself into the client’s shoes. Also examine the collected data, analyze and look for opportunities.

@JennineMiller   Test it yourself, have co-workers test, have clients test & then evaluate. Can’t fix it if you don’t know where it’s broken.

Do you ever think about it: Once a user converts, what do you want them to do next?

@Sonray   Enter the next funnel! Read a blog post, engage on social, hug someone.

@tomtheseoguy   Share, share and share again!

@KevinWaugh   Move to being a brand advocate (a commodity), which we can do by creating a post conversion experience to win over more. I want them to look like this.
@Sonray   Best use of a stock image I’ve seen in months! +1 good sir. +1!
@CallMeLouzander   Absolutely. Post-conversion like review (user-generated content) & feedback. Good source of ideas.

@sydrenee5   Have the best possible experience so they are willing to share and share and share again to maximize traffic. Maybe it’s because of my age but I have noticed that utilizing videos that catch customers attention works very well.

@JennineMiller   In a sweepstakes we’re running right now, once the person converts (enters) the next page makes it easy for them to share! I would forget otherwise and I’m happy to write something and appreciate their concern with my experience

@Etela   Depends on goals but be satisfied w/ the purchase so they return again, write review, share w/ their networks, become advocates.

Let’s touch on testing CTAs: What’s the biggest tip you’d give to a newbie?

@RiaFiscina   A/B test your heart out.

@Sonray   Pay attention to what the PPC team is doing.

@CallMeLouzander   Make the text descriptive. What will clicking get them and why do they want that outcome?

@sydrenee5   I AM a newbie so I would just find a pro and practice practice and get lots of great explanations from this chat.

@Etela   To actually DO it! So many times people just talk the talk but don’t actually do it

@JennineMiller   Re: CTAs #JustDoIt
@Sonray   lol, made me think of Nike’s robots.txt file.

What role do you see mobile taking in the conversion funnel? Any predictions for the future?

@KevinWaugh   It will reduce barrier of entry of being in front of a stationary place, it will expand times of opportunity also.

@sydrenee5   Is it safe to say I feel like mobile is just going to take over everything, everywhere.

@CallMeLouzander   Great question. Seems not all industries should expect same conv rate on mobile as desktop. Some users research on mobile but purchase on desktop. Thoughts? Optimizing for mobile is essential. But know your audience and how they shop.
@Sonray   It could change on product even but totally agree!
@peoplesknees   That’s true! And sometimes i’m in the store shopping and doing comparison shopping on my phone!
@CaitlinBoroden   I agree! For some reason I feel more comfortable entering credit card info on a desktop instead of my phone.
@KevinWaugh   Think that is generational, they want to call & place order out of fear of online, but we just place order on web.
@RiaFiscina   Not too sure on this. It’s difficult for me to enter my info on a mobile device, so I use my comp. It’s likely due to improper implementation of responsive design. Or lack of forethought about it.
@CallMeLouzander   Not necessarily. If product is really expensive, requires purchase orders or requisition forms, won’t sell on mobile.
@JennineMiller   I think it’s a combo of responsive design & safety. I feel like people can hack my phone more easily.
@JennineMiller   You can do mobile to in-store conversions too. @Target’s amazing app Cartwheel does just that.
@Sonray   My wife will not get off of that app. Drives me nuts when we’re in the store!
@JennineMiller   Haha nice, but you can see how mobile makes it happen @Sonray. I bought things I would have forgone because of good discounts.


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