Last week we had a client come in looking to grow their business. They had done a great job so far, with eight successful years of trading. Nearly all of this was due to their amazing skill of mining their own personal network. This person was the networking star.
However, this network was now exhausted and they wanted more business from outside their region. Naturally, the first place we turned to was Google.
It’s the place where over 95% of New Zealanders start looking for what they want. Thankfully through some keyword research we could see traces of people searching for what this client offered. The bad news, however, was that after reviewing their website we could see it was just not ready for more traffic from this type of visitor.
So what makes a Google visitor so different from the rest? And why, compared to their own personal network of visitors, would these visitors most likely fail to convert? Here are just four points of difference as I see them.
Just think, how many search results do you click on when using Google? I would hazard a guess it’s more than one. Possibly two and, if you are really casting your net wide, it may be four or more. You enter each website looking for the same thing and mentally classify what you see compared to what you have seen before.
For instance, lets say you are looking for an architect to build your dream home on Waiheke Island. You Google “architect auckland” and find four results that look interesting. Clicking on each you ponder what they offer. You expect pictures of beautiful houses and guess what – that’s what you see. If there are no pictures, or very few, or pictures of commercial properties in Wellington, then the site is most likely dropped from the list. You are actively filtering out rather than filtering in.
As I mentioned before, you are comparing what you see to what you have already seen. If they all look the same, say the same and appear the same, then the process has failed. How can you pick a few and move forward in your quest if they all look the same?
This was exactly what we noticed when we compared our client’s website with that of their competitors’. It provided exactly the same type of content – displayed in a very similar way – all with very similar wording. There was no clandestine work here – just people naturally marketing the way their market markets. Easy for them, but no help for those comparing souls who come from Google.
This leads to the logical next step. Google searchers are actively looking for a point of difference in the results they see. They want to end their search – the sooner the better. This search for a difference is something you probably have experienced yourself.
For instance, last night I was looking to buy the CD of Season 5 of Breaking Bad. Claire and I are addicted to this series (sorry, pun not intended) and were close to finishing Season 4. The laptop was upstairs so I hopped onto my phone, Googled the CD and found three NZ websites that showed in the search results. Two were the same price and cheaper than the third.
The one that got the sale did so because they told me in small type that if I ordered then and there I would receive it the next day. A minute later we had the CD ordered and were back to watching the final episode of Season 4. The other cheaper site could well have provided the same delivery but didn’t mention it on their product page so missed out. The one that got the sale made my life so much easier – they provided an obvious way to compare the two.
Price and delivery – easy parameters for e-commerce websites to help you filter out the good from the not so good. But what about services? How do you differentiate amongst architects, designers, plumbers, accountants and, say, online marketing agencies?
I asked the same of my client as they sat across the table in our boardroom. What made them different from their competitors?
They had no reply.
To be fair, up to this point they hadn’t needed an answer. Their network had never asked the same question because the difference was plain to see. It was them. Yep, the person was engaging, asked the right questions and helped their customers get what they wanted. But these Google visitors are hard souls. They had never met the person before. All they had was a collection of text and pictures to build their opinion. They were actively looking for a point of difference to make their search so much easier. And nothing was there.
OK, so you bounce off Google into a search result. How fast are you going? Slow, medium or fast as you click, scroll and click again. From what we see in our client’s Google Analytics accounts, these visits can take between 25 seconds and five minutes, depending on the quality of the site and the product or service on offer.
I always suggest you imagine your Google visitor being on a particular mission and moving at pace. What gets in their way is not good. So a slow moving website caused by massive images and / or a hosting system that just can’t keep up is a bad thing.
Ever thought why Google Analytics has a whole bunch of reports that reveal the speed of a website and the possible reasons for it? It’s because slow moving websites turn off searchers and place them back to Google.
This is especially important for services. To continue my analogy of building a new house on Waiheke Island, what’s the next step when looking for an architect? My guess would be a brief phone call and then possibly a visit to their studio to have an initial chat about “stuff”.
Even though this makes sense, not having done this before I would feel a bit intimidated about taking this step. I could assume they will probably ask questions that I have no answers for and therefore feel just a tad dumb through the whole process. Not a nice feeling. So the step needs to be “sold” with this in mind.
There was no “next step” on our client’s site
other than a form on their Contact Us page that asked for a dozen pieces of personal information. A cold and impersonal way to promote making contact with a business that operates in stark contrast to these themes.
To wrap up, I hope these short notes help you see Google visitors in a different light to how you had before. This is not an easy visitor to convert. Their demands are hard to meet and their expectations are high. However, once your website is correctly “tuned” to deal with their needs and able to convince them to take the next step, you then have a business that will grow as fast as you want it.
Permission has been successfully “tuning” websites for the Google visitor since 2002. Why not call us today to hear our views on your website?
As a business owner you are faced with a range of challenging questions. Questions like where do I get the best return on my advertising? How do I find the right staff? What should I invest any spare money in? And even, what small thing can I do today to improve my health?
Questions like these take time to answer. Some live with us for a while as we struggle to find a way to answer them. I believe that once the right measurement tools are established then answers for them all should come in minutes, not hours.
For instance, let’s take on the health question. My job is probably like most of yours – I spend most of the day at a keyboard and screen, tapping away and taking the occasional call. Sitting and tapping. Lunchtime, Ben and I sometimes head out for a run but there are plenty of occasions where there’s too much sitting and not much movement. Hence the Fitbit.
To follow is a picture of something that has been attached to my belt for the last week. It’s a FitBit Zip. A handy electronic pedometer that syncs with your smartphone so you can see exactly how many steps you have taken that day. The daily goal it comes with is a massive 10,000.
So now when I’m having a day of too much sitting I can look at the phone, see how few steps I have taken so far and force myself to get up from my desk and do a quick loop around the block to get the blood going again. If all is going to plan I’ll get out once in the morning and again in the afternoon. Two 10-minute loops that get me back on track. All driven from my handy dandy measurement device, the Fitbit.
Here’s an example related to money. A while back I was left a small amount of money. Nothing amazing, just enough to make me think twice about deciding what to do with it. The boring and lazy option was to send it to the bank and pay down a smidgen of my Auckland-sized mortgage.
I decided to spend some money to learn how to spend my money so discussed the situation with my accountant. He’s a keeper. Within a few moments he produced a report from his laptop and showed me the effective percentage return on my money by a) paying down my debt, b) placing the money in the bank on term deposit and, finally, c) investing the money in my business.
Needless to say, the difference between the three was startling and the money was quickly diverted into Permission to drive some much needed marketing. That’s the beauty of having the right type of measurement tools – once they are correctly set up the decisions that flow from them can be derived in lighting speed.
Thankfully, this all applies nicely to the online marketing space. In fact, I would hazard a guess that 100% of super smart online marketing decisions should take less than five minutes to make. Once, that is, the correct measurement systems are set up.
The system that will help answer a sizable chunk of online marketing questions is the one we talk about each and every month – Google Analytics. A day doesn’t go past without me peering into the reports it provides to help a customer squeeze an ounce more effectiveness out of their spend.
Once correctly linked to your paid advertising channels and any other streams of traffic that a website receives, then a range of complex questions can be answered in double quick time.
For instance, last month we had a client who wanted to increase their online spend by a substantial amount – think thousands of dollars. Their cost per lead online was a fraction of what they could achieve through radio, print or TV, so all three received a shaving of budget and the excess was sent our way. So the question we had to answer was, where was the best place to invest these funds to provide the greatest return?
We had the answer nailed in less than five minutes. Here’s how we did it. First off, they were already spending money with Google AdWords, applying their spend across a range of campaigns. All were converting at an acceptable rate but – as always – a few were the stars.
We looked through these “star” campaigns in their Google AdWords account, customised the reporting we could see, and noticed that three of them were not seeing all the clicks they could as their budget was running out. The reports then went on to tell us how many extra clicks we could get IF we increased our spend with Google.
Spreading our client’s extra spend over three high-performing AdWords campaigns moved their click share close to 100% of the search traffic available. We already knew these campaigns were converting well on the site – Google Analytics told us this before – so, all things being equal, this extra traffic should produce more leads at a very similar low cost. Which is exactly what we saw after the campaign ran for a few weeks.
There’s a really neat report in Google Analytics that provides a summary of this process for E-commerce website owners who also buy their clicks using Google AdWords. It’s what I call my “pull out any spare cash from under your bed” report.
Here’s a picture of one in action. It shows the cost per click compared to the resulting revenue to provide an ROI at a campaign level. The picture to follow shows an overall ROI of 730.59% – not a bad return on investment! But, as always, there are some stars and I have highlighted a campaign that shows a whopping 1101.15% return.
My point being that if you had any spare money hanging around in the business – or under your bed – this is where you would spend it. And to take this even further, you could borrow the money at, say, 15% and use this to give you a 1000% return. Now I realise we are talking gross figures here so margins need to be allowed for. But still, a 1000% return should produce a sizable amount of profit per click.
Without the correct measurement systems, making decisions like these would be practically impossible. Remember that great marketing comment, “I know that 50% of my marketing is wasted. I just don’t know which 50% it is”? Well, this is the voice of a person who doesn’t have the right measurement tools running. And when Google Analytics is free, there’s no reason why you need to be asking the same question.
Call us today if you are ready to start making quick decisions that will have a meaningful impact in your online marketing.