Optimizing for Conversion with Andy Crestodina

Fine Point Grey

Optimizing for Conversion with Andy Crestodina

(30-minute podcast)

 

This week we dive into how you can optimize your website & content to maximize conversion with Andy Crestodina. Andy joins our host, Maureen Jann to talk through how you can build a digital purchase funnel that delivers, answers customer questions and maximizes SEO. They also talk about how content drives findability, Pizza Hut’s new “Pie Top” shoes bringing ordering ease, live content and YouTube’s new subscription service, & the future for Programmatic Radio.

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Featured Experts:

Andy Crestodina, Co-Founder and Strategic Director of Orbit Media

Guests and Experts

EXPERTS:

Andy Crestodina, Co-Founder and Strategic Director of Orbit Media

Bio: 

Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago. Over the past 16 years, Andy has provided web strategy and advice to more than a thousand businesses. As a top-rated speaker at national conferences and as a writer for many of the biggest blogs, Andy has dedicated himself to teaching marketing. Andy has written hundreds of articles, many of which have been published on the top marketing blogs and media websites. Favorite topics include content strategy, search engine optimization, social media and Analytics.

HOST:

Maureen Jann, Director of Marketing, Point It Digital Marketing

Bio: Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner.  Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

PRODUCER:

Tim Mohler, Sr. Marketing Manager, Point It Digital Marketing

Bio: Tim Mohler is a multichannel marketer with experience building campaigns for travel, CPG, food, beverage, and technology companies reaching both B2B and B2C customers. He’s passionate about building marketing experiences & partnerships that are relevant to a brand’s message, exciting for the customer, and most importantly deliver measurable results. At Point It, he develops digital, social and content campaigns as well as managing PointIt.com on a day to day basis.

Transcript

Maureen Jann: Welcome to Fine Point, a weekly digest of digital marketing updates. Each week will feature industry experts and guests to talk through what’s happening in digital marketing. I am Maureen Jann, the Director of Marketing at Point It, a digital marketing agency here in Seattle, Washington, and I’ll be your hostess. I’ve got Tim Mohler with me, our Senior Marketing Manager, and he’ll be chiming in throughout the podcast. Today our guest is Andy Crestodina, co-founder and Strategic Director of Orbit Media Studio. We’ll be talking about content conversion optimization, so welcome Andy.

 

Andy Crestodina: I am honored to be here. Thank you, Maureen.

 

Maureen Jann: Okay, well let’s get going. Let’s talk headlines. So My Network is talking about pizza, YouTube, and programmatic radio. Now let’s dive in because this is one of my favorite articles. It’s all about Pizza Hut’s new ordering ease, pushing a button on a pair of Pie Top shoes. Now, in case you didn’t catch this the first time, and it took me a little time to catch it, it’s Pie Top as in high-top.

 

Andy Crestodina: What?

 

Maureen Jann: And I just though that was the cleverest thing I’ve ever heard. It was very, very funny. But, the most important part about this is that 64 pairs of shoes have been rolled out for March Madness promotion to remind everyone how easy ordering pizza can be. Basically, press the pizza …

 

Andy Crestodina: Wait.

 

Maureen Jann: On the tongue of the shoe to order a pizza wherever you are, which is ridiculous.

 

Andy Crestodina: Wow.

 

Maureen Jann: This is a coordinative promotion because there would also be official pizza partners of the NCAA. They’re called Pie Tops. That’s awesome.

 

Andy Crestodina: So your shoe’s a mobile device and what you’d program it to what your favorite pizza is? And it knows your toppings and you just … couldn’t you accidentally order a pizza that way? Is there some risk that you’re tying your shoe and you accidentally order some pizzas?

 

Maureen Jann: Yeah. You could easily order pizzas while you’re on the go. But think of the possibilities. You could be out having drinks with friend, and get a little peckish, and press your pizza button. It could be incredible. It could be the wave of the future. Why don’t I have Pie Top shoes on right now?

 

Andy Crestodina: That’s a trip. Careful with those shoes.

 

Maureen Jann: It’s well done if you think about it. It’s been earmarked for influencers and media to create top value and so far it’s working. It was all over the internet when I was looking it up.

 

Andy Crestodina: It’s something else. There’s some word of mouth happening here. They made news and here we are talking about Pizza Hut, which wasn’t my expected list of things to do today, but there you have it.

 

Maureen Jann: The next article on our list is YouTube debuts TV subscription service at $35 a month for six accounts. For me, this is a bid deal because we’re cord cutters at home and this seems like a great opportunity for us. People spend almost as much time watching YouTube as TV. One billion hours of video a day, on pace to eclipse TV according to a Wall Street Journal Article. They debuted a cable-style subscription service so people can pay to stream TV, to stream live and recorded shows from four broadcast TV networks plus three dozen cable networks though YouTubeTV. I’m not going to lie to you, what makes me really happy about this is Project Runway because I have missed Project Runway, as a cord cutter. It’s been many years since I’ve been fully able to enjoy it. I go to a friend’s house who buys all of the seasons. It seems a shame that I’m missing all of this, but I too could have it with only a $35 a month subscription.

 

It’s 40 total TV networks including Bravo, E, ESPN, FX, the National Geographic Channel, another awesome one, and USA. It really makes sense because we’ve had a pretty close relationship with Google in the last couple of years. Not even in the last couple years, that’s just part of Point It’s partnership with Google. We’ve had them in the office quite a bit and they’ve been pushing YouTube for about a year and a half. This screams perfect opportunity for advertising options. Although they haven’t officially rolled that out, they will have the opportunity to sell some ads, according Neal Mohan, YouTube’s Chief Product Officer.

 

Andy, are you a cord cutter?

 

Andy Crestodina: I am. And I’m a Google Home user. Pressing a button on my shoe for something is just way too much work. I want to get my content and whatever I want by just saying it out loud. I don’t have to open my eyes or reach for a remote or a mobile device. It’s pretty amazing. If I say, and I do this often, “Hey Google, Play Justin Timberlake from YouTube on Chromecast,” and then Can’t Fight This Feeling just shows up on my TV. It’s amazing. I’m a fan. It integrates with Spotify and Netflix. I say, “Hey Google, play Stranger Things from Netflix on Chromecast,” and it just cues it up right to the part I was at in the episode I was at. Yeah. If they put that TV content on YouTube, they are kind of winning this battle in the living room and I see this working very well for them.

 

Maureen Jann: I love that that’s so well integrated. That is really cool. I definitely struggle with that. Like we have both the Dot and the Fire Stick at our house, and it just doesn’t seem to work quite as seamlessly. No matter how many hacks, turn-arounds, or work-arounds we’ve tried to make happen, short of some tinfoil and a metal hanger, there’s just no making it go, so I’m jealous that it’s so simple and so well integrated. I’m hoping that Amazon starts making more effort towards that integration.

 

Andy Crestodina: Yeah. Mm-hmm (affirmative). Yeah, you’d think that the Echo would integrate with the Echo and that would work beautifully, but Chromecast, it’s amazing. I’m a fan of Google Home with Chromecast. It’s just a beautiful combination.

 

Maureen Jann: What about you, Tim? Are you guys cord cutters?

 

Tim Mohler: We are. I just got DirecTV now and have been having some interesting experiences with it. I thought it was curious that I could neither get the Superbowl, nor could I get the Oscars, which kind of turned me off to the whole cord cutter live television thing, but I know there’s been a lot of moving ahead here. Facebook just signed a deal with the Major League Soccer. Twitter has done some different things with NFL. Snapchat Discover is doing things right now with the Washington Post. There’s a lot of battle going on right now, I think, to get original content and keep eyeballs locked into the platforms as long as possible. Of course, all that’s available via your phone, via your mobile, via your Echo, via your Dot, whatever device you happen to have hooked up for audio for television. Yeah. I think this is really, definitely a space to watch.

 

Maureen Jann: Fantastic. I agree. It’s getting better, which I’m delighted about because although I love myself some Netflix, which has been our primary source of our TV fix, you run out of good on that. It becomes a little tricky.

 

The next article is about programmatic radio, which is a really interesting topic for us here because we’re having a lot of conversations in the market about programmatic advertising. The title of this article was Programmatic Radio Locks and Loads. This is a MediaPost article. The big conversation that I had in my head when I read this the first time was I was really genuinely surprised when I read this statistic. Radio still reaches 93% of Americans and commute times. I can see that. Maybe if you don’t have music on your phone, or you’re not a podcast listener, or you are stuck in traffic for a certain amount of time and this is the way you consume media. Inside Radio is reporting that programmatic radio is allowing buyers to log in to cloud-based demand side exchange to view and buy available inventory in real time.

 

This whole idea that you have a broker offering up spaces and certain markets for advertisers to put their advertising in, in this more flexible, but still kind of rigid structure, is an interesting one. We’ve seen that for e-radios like if you’re looking at Pandora or Spotify, obviously those have radio spots as well, if you’re not a premium member. To have this in that typical FM wavelength, structure seems tricky because I know that I don’t listen to radio. Tim, do you listen to radio?

 

Tim Mohler: I really don’t, and quite honestly, most of my friends don’t either, I think. During my commute I’m listening to podcasts almost exclusively now. We just drove out for a ski trip and we were Bluetoothing from our phones, so I think as more and more vehicles are Bluetooth equipped, I think that 93%, which may be overly high anyway in my personal feeling. We all know stats and my feelings are definitely related.

 

Maureen Jann: Clearly. Tim doesn’t feel like the stat works, everyone. So there we go.

 

Tim Mohler: But in my personal experience, and I’m not even a Millennial anymore, as Bluetooth comes out, fewer and fewer people are going to be listening to terrestrial radio in particular, and are going to be listening to Spotify, or Pandora, or whatever they happen to be streaming from, or of course their very favorite podcast, including this one.

 

Maureen Jann: Hey. So can you fall out of being a Millennial.

 

Tim Mohler: No. I misspoke. I’m like right on the bridge there between the two.

 

Maureen Jann: I am too. Edgies, yeah.

 

Tim Mohler: So, yeah, no. Thank you.

 

Maureen Jann: You’re welcome. So the last thing that I thought was pretty interesting about this particular article is that in contrast to what we see in typical programmatic advertising, there’s no real-time bidding for these radio spots. The prices are set by participating broadcasters who contribute inventory to the ad exchange. This feels like a bit of a monopoly. What about you, Andy? How do you feel about radio? Do you listen? How do you consume music?

 

Andy Crestodina: Yeah. The radio station I listen to the most is a public radio, WBEZ, the public station here in Chicago. NPR affiliate. Over the years, as you listen, it just begins to sound like a series of podcasts, which is basically what it is. If you are a programming manager for a radio station, you’re pretty much just choosing shows, and these shows are self-contained things. A lot of them have their own podcast now, so I wonder about the future of radio in general, and therefore the future of programmatic radio and radio advertising. If more people get this kind of on-demand, or custom station approach, or they subscribe to their favorite show, call it whatever, maybe a podcast. I love audio content and I listen to tons of it, but I can’t really say that except for about 45 minutes or an hour every morning, that I’d go to get any of it over FM.

 

Maureen Jann: I can tell you from my point of view that, like I mentioned, I don’t listen to a lot of radio, but 93% is no joke. That is just a ton of listeners. I realize that their days might be numbered, but for now you might as well take advantage of it. These stations have the market, they have the monopoly. Why not?

 

Andy Crestodina: Yeah. Yeah, they’re pretty secure, I think in that morning commute, but as time goes on, it’s really the same as the other Google Home conversation. As we get used to just saying out loud that type of content we want, and we’re talking to our phones all the time, talking to a digital assistant at home. The next talking to your watch, next talking to your dashboard. I don’t think that they’re super secure in this and that in the long run we will just kind of be, maybe it’s through the Bluetooth in the car, but we’re going to be just saying, “Hey Google, play Radio Lab.” Amazing. And then it just starts playing through your car system.

 

Tim Mohler: So my wife and I have been commuting together this week and it’s funny. NPR in particular. I listen to a lot of NPR content, or she listens to a lot of NPR content, and I have become an avid listener as well. I think they’re one of the stations that’s really made that transition from radio to podcast and packaging radio content as podcast, taking their old catalog of content and turning that into podcast. I think they’ve done this absolutely phenomenally. I think for anybody who’s creating content still, and looking either at the advertising revenue or just overall at how do I get my content out there and where are things going to move? Being familiar with and using both sides, both live content and also packaging it in this new medium is definitely the way to go.

 

Andy Crestodina: Yeah. Here we are making a podcast, so clearly we are believers in on-demand audio content. Yeah.

 

Tim Mohler: Yeah.

 

Maureen Jann: Well, thank you guys so much. That was fun. I am really excited about moving on to the interview because I’ve been talking to Andy in our brainstorming sessions before the podcast here. I learned a lot of great things about him. Having a talent like Andy on our fledgling podcast is pretty great. He’s a renowned speaker, and author, a co-founder of Orbit Media Studios. Orbit Media Studio puts on Content Jam, Chicago’s largest content and marketing conference.

 

Andy Crestodina: Mm-hmm (affirmative). Yeah, yeah. This is year six. It will be the sixth year of Content Jam this year.

 

Maureen Jann: Can you tell us a little bit about that one?

 

Andy Crestodina: Sure. It is kind of the cornerstone of our marketing strategy. It comes out in the form of a blog. The blog is promoted with, of course, the newsletter. The newsletter, in our cases, it’s all Evergreen content, just helpful, useful, educational stuff. Each newsletter is just a teaser of the article on the site. We were going bi-weekly for the last six years, and we’re running an experiment where we’re actually publishing weekly now. We believe in repurposing, so a lot of that gets adapted into the book.

 

I wrote a book called Content Chemistry, which gets updated once a year with the latest, and greatest, and best advice based on visitor feedback from the blog. There’s also infographics, and videos, and other things, kind of upgrades for content. We’re a be-to-be, lead generation type marketing strategy. The blog is a huge part of that.

 

Maureen Jann: The blog is excellent and the content you guys produce is fantastic. I’ve really enjoyed following your career since we’ve gotten to know each other via content and marketing world. Great. We appreciate you being on the show. I can’t wait to get to the good stuff, the stuff around the content conversion optimization, so if you’re ready for that let’s dig in. What is the most effective approach to content conversion?

 

Andy Crestodina: Sure. We could say, broadly speaking, there are two goals in digital. Attracting the visitor is the first, and then inspiring or convincing that visitor to take an action is the second. Generally, in a broad sense, people who are very good at SEO meet the first goal, and people who are good a CRO, conversion rate optimization, are very good at the second piece. Now, there is some overlap, which we could talk about, but for the most part you could think of it this way. Regardless of the traffic source, email, or social, or search, or programmatic radio, you land on a page and you came there with some intent. Okay? Let’s say it’s a marketing page, a sales page, and you have commercial intent. You have a problem you’re trying to solve. What happens is, the psychology of every visit to every one of these pages is they have questions. As visitors, we have questions, and when we land on the page we either, it’s pretty binary, you find answers to your questions or you don’t.

 

Maureen Jann: Yeah. There’s nothing worse than going on a website and not being able to actually find what you’re looking for.

 

Andy Crestodina: Yup. That’s the fact. Actually, there was a Nielsen Norman Group study in 2004 of what’s wrong with websites that he repeated in 2016. Jakob Neilson. He found that websites are doing a bit better, not that much better than they were like 12 years prior, but that the number one problem on websites is findability. People can’t find what they’re looking for. Conversion optimization is to understand, here’s a mini framework that’s easy to think of. The visitor has questions, and we go from question, to answer, to evidence, to action. Those are the four things. It starts with empathy. The visitor has a question.

 

Let’s make up a thing, like I have a plumbing problem. My question might be how soon can you get here? That’s a B to C example. The webpage must answer that question or I am unfulfilled and the one feature every page has in common is the back button. I can just go somewhere else. That’s our fear is that we get ignored or that people dismiss us as marketers. That page must first, step one, content conversion strategy is to answer all of the visitor’s top questions. This actually sounds simple, but it’s a huge gap.

 

Try this. Anyone can do this. Ask yourself what are the three things that people need to have answered, the three questions people need to have answered before they will hire you. Now go look at your webpages and ask yourself if you have addressed those things, and most people have to, unfortunately, conclude no they have not yet answered the top questions of their audience.

 

Maureen Jann: So that’s a strategy we’ve been taking as well, is making sure that we collect commonly asked questions and make sure that we’re answering them very clearly.

 

Andy Crestodina: Me too. Me too. Our sales team, the strategists we call them, I’m partly on that team, we wrote down every question that we were asked at every meeting for six months. We had this long list of questions. Then we went to produce the videos on our site. We upgraded some of the content into the format of video, and we gave the video producer guy the list of those questions. You list the responses from us and make sure that you get answers to these things. So much more powerful. It’s just so much more compelling. We increased our conversion rate by 25%. The phone is ringing like crazy. We’re very, very busy.

 

Maureen Jann: We’re seeing the same things. When you answer a question clearly and concisely, conversion rates go up. That’s just how it works.

 

Andy Crestodina: Yeah. Answers. And then next is evidence, support every one of those marketing claims you just made with one of two formats. You’ve got either a testimonial, which is a personal story with emotion, or data, which is a statistic with compelling the visitor to use reason and logic. Those are the two types of persuasion, really. This goes back to Aristotle. It’s pathos and logos. Hopefully you did not make any unsupported marketing claims. Never make a marketing claim without supporting it with some kind of evidence. And then, finally, action, the call to action. The fourth step is the call to action, which is hopefully a relevant call to action that indicated the benefit of hiring you. Call now to schedule your plumbing appointment immediately. Indicating, emphasizing the visitor’s concerns instead of just contact us.

 

Maureen Jann: Pathos and logos, those sound like great names for a pet. I may have to file that away for my next goldfish. When we talk about answers, all I can think about is FAQ pages. They can help answer questions for clients, but I think people really struggle because they’re just not quite right. There’s something missing.

 

Andy Crestodina: Logos and pathos. There’s also one called ethos, which about the design of the site, of the general credibility. You mentioned FAQ pages. I have a bias against two types of pages for exactly the reason we just discussed. The visitor is trying to get theirs questions answered. If you make a page called FAQ, you may have answers, but you have them out of context. Your site would be more effective if you moved the FAQ questions and answers into the page where they are relevant to the topic, to the visitor’s intent, to the key word.

 

Maureen Jann: As you talk about that I’m thinking about the process that we have here where we were starting to build out knowledge centers or category pages that tackle specific business challenges. The whole point of that was to take all of our resources from disparate places around the website to help create a resource, a core resource, or a core landing page that helps people really understand an issue. For instance, for retailers holidays is a huge things, so what we’ve done is we’re starting to transition over that way so people can, at every stage of where they are in planning for a holiday, have the kinds of resources they need. I think this makes a ton of sense.

 

Andy Crestodina: Yeah. One more. Similarly, a testimonials page is the same thing, although it is evidence moved out of context. A great page emulates that sales conversation. I have a plumbing problem, how fast can you get here? Oh, you can be here in 24 hours. There’s a testimonial saying, “Thanks so much. You fixed my problem in 30 minutes. I’m so grateful.” And then a call to action. The FAQ content comes out of the FAQ page. Blow up your FAQ page and put those answers everywhere, on every page. Blow up your testimonials page, move those bits of evidence onto those pages where they are relevant.

 

We can’t expect our visitors to hunt, and peck, and go all over the site, and put the story together. An effective page, from the content conversion optimization perspective, would be to on one single page, as the visitor moves down, they never have to point, and aim, and click on anything. They just keep moving their finger across that glass, or down that track pad, or along the scroll wheel and they find that all there. Question, answer, evidence, action.

 

Maureen Jann: This all sounds very smart. When you slow down, it makes it even seem smarter. I think it would be helpful for people if you offered a scenario that they could apply this whole concept to.

 

Andy Crestodina: Okay. Should we give an example, like an actual service, like dragon hunting? Or, should we just pick something random?

 

Maureen Jann: Dragon hunting is an excellent example, but since we already are passionate about pizza and Pie Tops, I feel like we should start there.

 

Andy Crestodina: Okay, great. Okay. Let’s say you and I are in a company that sells pizzas and whoever our audience is, we know them very well. We’ve been in the customer service or sales role for years. We know that people who hire us tend to ask these certain questions. Suppose we’re in a neighborhood where people are very health-conscious and they want to know about the ingredients. Is it a low fat pizza? Where do we source our ingredients? Is this gluten-free? Maybe that’s just our demographic, our target audience. Our targeting strategy is that we’re targeting people who are maybe more health-conscious than price-conscious. Perfect. We know them now.

 

People often ask me, “Andy, look at this page, tell me if it’s good or bad.” And I don’t even look at the page until I ask them about their audience. Now I know my audience and you and I are going to sell some pizzas here.

 

Maureen Jann: If we are on this page, it might as well tell us the name of our wheat stock.

 

Andy Crestodina: Yeah, yeah. Like Portlandia. What was the name of the chicken who laid this egg? So what we do it we build the page. Let’s say we know that the top question is are these locally sourced ingredients? The next question is it gluten-free and low fat? The specifics around that, whatever it might be. Further down the page it might be something like how soon can I get it? Or, what’s the price? We would literally construct that page. Please don’t ever try to make a short page. There’s no benefit in making your pages short. Visitors don’t usually say, “Oh, this page was too long.” They complain about long paragraphs. Always write short paragraphs. We want to construct this page so that it’s easy to scan through and find the answers to our questions, as members of this audience.

 

Literally, at the top of the page, the headline, there’s a visual prominence, there’s a visual hierarchy. The top of that visual hierarchy is often going to be the most visually prominent thing off from the headline at the top of the page. It’s going to speak to that visitor’s top concerns. Healthy, sustainable pizzas, delicious, and locally sourced ingredients. That might be the first like 8 words at the top. We’re already winning, right? The visitor is getting their questions answered. The images are also going to support this. We might know the audience and we’ve got our best foot forward We’re going to use pictures of people. We’re going to convey that there’s a personal touch here.

 

And then below that, so we answered their question, now we have to add evidence. It might be a quote from a happy customer, or an interview question and answer and a picture of one of the local farmers or sources of ingredients, or a gardener where we get our pizza toppings, whatever. I’m making up a business here, but you get the idea. The call to action might be something like click now to order your CSA weekly pizza delivery of the most sustainable, whatever, it goes down the list. Then lactose, gluten, anything else that comes in this conversation, we just build a super tall page that it follows that format as if I’m talking to you on the phone. It’s emulating a sales conversation. From question, to answer, to evidence, to action.

 

Maureen Jann: In this case the action is ordering pizzas with my sneakers. Who doesn’t reach down, grab some Pie Tops, ready to go?

 

Andy Crestodina: Yeah. That answers the question how easily can I get it? I don’t have time to scroll. I just want to tie my shoes and have a beer.

 

Maureen Jann: This is really a perfect place for all of the questions that you would want answered around pizza.

 

Andy Crestodina: Oh yeah.

 

Maureen Jann: Like is it a gluten-free pizza? Or, do you have a gluten-free pizza? Is it diary-free? What is the facility like? Does it have allergens connected to it? What about size of pizza? I have a big family, I have a small family. There’s a lot of options, a lot information that people want to know about our pizza that I imagine just don’t get answered.

 

Andy Crestodina: That’s it. And one thing we didn’t say to include is we’re number one, world’s greatest, best in class, leading. Those things just don’t mean anything. They don’t answer questions for your visitor. That kind of chest thumping or just horn tooting, it’s a waste of time, it’s a waste of pixels. It does not affect your conversion rates. Best seller can if it indicates that that’s popular. That’s a type of proof or evidence. That’s an exception if there’s a product that’s a best selling product, but then you’re saying that it’s best selling relative to your other products. There’s supposed to be some data behind that.

 

It’s really about them and it’s about understanding them. The whole job is empathy and our first task is to answer their questions, that’s it.

 

Maureen Jann: There’s nothing worse than over the top claims.

 

Andy Crestodina: Yeah. Yeah, unsupported claims. It happens all the time. We’re the greatest. Seattle’s best pizza company. All these are is unsupported marketing claims. The visitor smells it a mile away. It’s like oh, there’s some marketing happening, keep scanning. Where’s my answer?

 

Maureen Jann: Yeah. I want an answer. Where’s my pizza?

 

Andy Crestodina: Yeah. Where’s my pizza? What’s the name of the chicken who laid the egg that’s in the dough? I want to know if it’s gluten-free. I’m lactose intolerant. It’s not about us, in fact, we are almost irrelevant in this process. The whole point is them.

 

Maureen Jann: My dad always told us growing up that talk is cheap.

 

Andy Crestodina: Mm-hmm (affirmative).

 

Maureen Jann: And what he means by that, obviously, is that you can talk, and talk, and talk. It’s easy, it’s cheap. It doesn’t mean anything unless you can put something behind it.

 

Andy Crestodina: To motor what your dad said, if talk is cheap, this writing is not expensive. You can just go update. Open Word Press and put in answers to top questions today, click save, and get a better conversion rate tomorrow.

 

Maureen Jann: That’s what it’s all about. That’s what being a marketer is all about. It’s answering the questions, and making great content, and helping people, adding value to peoples’ lives.

 

Andy Crestodina: Mm-hmm (affirmative). That’s it, that’s the job. That’s what we do.

 

Maureen Jann: Because we do it and we’re doing it well, we’re driving more interactions, more revenue, better SEO. Remind me, what’s the name of this process or this tactic that you’ve shared with us today?

 

Andy Crestodina: Conversion rate optimization. It’s like search engine optimization brings you traffic, conversion rate optimization is about making change to pages to maximize the conversion rate, as in the percentage of people who take that profitable action like become a lead, fill out the contact forms, subscribe to the newsletter, order a pizza.

 

Maureen Jann: Perfect. Looks like we’re running out of time here. That’s all great information. I know that I’ve already come up with a few things that we can do better here on the Point It website. Tim and I are making eyes at each other throughout this going, “Oh my, maybe we should try that.” Andy has an article about this that will be included in the show notes. Don’t be shy, go visit Orbit Media Studio and check out their blog. It’s full of juicy tips and tricks. It’s high quality writing and I assure you, your questions will most likely be answered.

 

Thank you all for joining us out in podcast land. We’ll be including any links, as I mentioned, in the show notes for reference. If you have any suggestions on guests or topics you’d like to see us cover, let us know by emailing us at marketing@pointit.com. Sadly, it’s time to say good bye. I’m Maureen Jann, signing off from Fine Point Digital Marketing Updates.

 

Find us on Twitter for our latest content, podcasts, and more. Subscribe to our podcast via your favorite podcast distribution source, including the iTunes store. We’re looking forward to seeing you next week. For now, stay on point.

 

Tim Mohler: On point.