Are you wondering if you are sending the right messages to the right audience? How will you know if your website visitors are really your target customers? Join Erin Everhart, Lead Manager for Digital Marketing - SEO of The Home Depot for a presentation about strategies on how to rise above the advertising clutter, and ensure that your messages are communicated to the right customers.

1. #SEJThinkTank
@erinever

2. #SEJThinkTank
@erinever

3. Capture their
attention to get them
to your site
Engage them to
become customers
Test to always stay
optimized
@erinever

4. 1. Research (and understand) my customers
2. Make my website more user-friendly
3. Establish a testing schedule (and budget)
4. Try this whole “Internet” thing everyone is talking about
5. Other
#SEJThinkTank
@erinever
Poll 1
What’s your top (work-related) New Year’s
resolution for 2016?

6. Surprise them
with the
unexpected
#SEJThinkTank
@erinever

7. #SEJThinkTank
@erinever
Be a little disruptive

8. #SEJThinkTank
@erinever
Establish your
reputation

9. #SEJThinkTank
@erinever
Be human

11. #SEJThinkTank
@erinever
The more engaged
your users are, the
more likely they are
to convert.

12. 7 Principles
To Make Your
Site More
Engaging
http://bit.ly/engaging-website By Susan Weinschenk
#SEJThinkTank
@erinever

13. #SEJThinkTank
@erinever
Don’t give
your users
too many
choices

14. #SEJThinkTank
@erinever
Because
they won’t
choose
anything at
all

15. #SEJThinkTank
@erinever
People listen to their friends

16. #SEJThinkTank
@erinever
And people they
don’t even know
• 79% of consumers trust online as
much as personal recommendations
• 90% of customers say online reviews
influence their buying decisions
• Reviews can produce, on average, an
18% increase in sales.

17. #SEJThinkTank
@erinever
Show reviews throughout the customer journey

18. #SEJThinkTank
@erinever
Be unavailable

19. #SEJThinkTank
@erinever
Or just
pretend like
that’s the
case

20. #SEJThinkTank
@erinever
Quick wins
like showing
how many
are in stock

21. #SEJThinkTank
@erinever
Ask for a
small
commitment
first

23. 1. I have no idea where to start.
2. I have no budget or resources.
3. My site is already perfect.
4. Other
#SEJThinkTank
@erinever
Poll 2
Why aren’t you testing more?

24. #SEJThinkTank
@erinever
We test because we can’t rely on industry
standards or best practices.

25. #SEJThinkTank
@erinever
You said you wanted a 4-door hybrid?
And because
sometimes, a
little clarification
never hurt
anyone.

26. #SEJThinkTank
@erinever
Ignore
your gut.
And HiPPOs.

27. #SEJThinkTank
@erinever
“The best results come from
testing no more than 5 users,
and running as many small
tests as you can afford. 5
users will uncover 85% of the
usability problems in your
site.”
- Jakob Nielsen

28. #SEJThinkTank
@erinever
Test often

29. #SEJThinkTank
@erinever
Test one
thing at a
time

30. #SEJThinkTank
@erinever
The original The test
Headlines
24%conversions

31. #SEJThinkTank
@erinever
• Convey benefits not features
• Keep it conversational
• Keep it short (5-10 words)
• Use social proof
• Play off FOMO
What makes a great
headline?

32. #SEJThinkTank
@erinever
CTA – Wording
• Request a quote vs Request pricing
• Create an account vs Register
• Download for free vs Free download
• Subscribe vs Sign up
• Learn more vs Read more
• Shopping cart vs Shopping basket

33. #SEJThinkTank
@erinever
CTA Placements
64%conversions

34. #SEJThinkTank
@erinever
Images serve as visual cues to where people should look. People
look where the images look.
CTA Placements

35. #SEJThinkTank
@erinever
The original The test
Forms
60%sign ups

36. #SEJThinkTank
@erinever
The ultimate
goal is to
make your
users
ecstatically
happy

37. #SEJThinkTank
@erinever
Every $1
invested in
UX yields
up to a
$100 return
Glib, 1988

38. Capture their
attention to get them
to your site
Engage them to
become customers
Test to always stay
optimized
@erinever

39. Our designer will create a snazzy final slide with your name & the
moderator’s name for the Q&A Session. It will look something like
this:
#SEJThinkTank
@YourTwitterHandle
Final Slide

40. Headshot – Jes McGowan
Memegenerator.net
Patagonia screen shot
Edelman screen shot
IMBD
Shutterstock
Human Factors International
NY Times
Shaun The Sheep
briangriffinfan.deviantart.com
HomeDepot.com screen shot
Some ecards
Broad City
Dilbert
352 Inc
www.zooborns.com
Twitpic.com
www.wadeburleson.org
VWO
Kissmetrics
imgfave.com
maxscoville.tumblr.com
#SEJThinkTank
@erinever
Image Credits