Waikato Business News October/November 2017

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36 WAIKATO BUSINESS NEWS October/November 2017 THE WAYWARD PIGEON The Wayward Pigeon has landed From page 34 HOUGHTON PROJECT SERVICES Project and Construction Delivery Tony Houghton - Project Manager P: 021 859 381 E: tqh@xtra.co.nz ONLINE Electrical Services in 2007. Then followed the group’s most rapid growth period until 2011 when nine bars had been opened. John recalls on arriving in Hamilton in 2007 from the bustling Dunedin hospitality scene he found the city a “barren wasteland of hospitality nothingness”. He largely credits his success to the calibre of his support staff over 10 years in the Hamilton hospitality industry. “One of the things about being an entrepreneur is that you have to be able to draw people into dream and get them to share it, to see it. You’re never going to do it by yourself.” “Because power is everything” Domestic - Commercial - Industrial - Automation Proud to be involved with The Wayward Pigeon project 021 733 323 shoku@xtra.co.nz Proud designers of The Wayward Pigeon All the best to John and the Lawrenson Group, Kevin, Tony, Form Construction and Craig of DB Breweries on this enjoyable project. 47 Springfield Rd, Christchurch, New Zealand P: 03 3546341 | M: 021658687 www.facebook.com/rmdesignsnz | www.rmdesigns.co.nz
37 The one change that doubled an electrician’s leads THE DIGITAL WORLD We recently worked with an electrician and doubled their leads with just one change to their online advertising. They had a brand-new website which looked beautiful and had strong calls to action. They were using AdWords, which they’d set up themselves, and were sending the traffic to their new website and it was generating leads. It was doing OK… but they wanted to grow. If you need an electrician, you turn to Google. You search for “electricians Hamilton” and a myriad of companies show up in the results. They’re all competing for the business. What makes one company more likely to win business than another? It becomes more important when you’re paying per click for your Google ads! In the evolving world of digital media, digital marketing has empowered local businesses to compete, survive and boost business growth. Small and medium sized businesses (SMEs) have limited resources and that’s why digital marketing provides them cost-effective marketing channels that deliver measurable results. When we work with SMEs we try to use proven strategies and techniques that attract not necessarily more traffic but traffic that gives results i.e. leads, crucial for their survival! We had a look at the client’s existing campaign and this is what we recommended: Send Google ad traffic to stand alone landing pages and NOT to the website. The client was hesitant to try our recommendation. They had already paid an awesome web designer to create a beautiful website for them and everyone praised the new look the website had. And hence came some good questions: “Why do I need to create special landing pages? Why can’t I just send the Google ads traffic to an existing page on my site?” “I need the option to tell people all the services we offer and sell more to them. A short landing page won’t let me do that.” Here’s why we recommended ad traffic should not go directly to the website. The website offers navigation which gives customers many options to get distracted from contacting you. The goal of a landing page is to keep them focused on the action you want them to take. And for most local businesses, that action is to call you or fill a form for a free consultation/quote. For local businesses generating leads from AdWords, you will get more leads by sticking to “one decision landing pages.” We convinced the client to let us do a split test for one month. We ran a 50-50 experiment campaign, where half of the traffic coming from Ad- Words was sent to the website and the other half to the custom designed landing pages. The landing pages that we designed were built with just one major objective - turn page visitors into leads. They > BY POOJA GUPTA Pooja Gupta is Digital Media Executive at Duoplus pooja@duoplus.nz . www.duoplus.nz were short and succinct with no navigation. The images and content were benefit driven, and included clear calls to action. We were keeping a close eye on the campaign and at the end of the month, this is what we found: Results were doubled! The leads produced from ad traffic going to our custom designed landing pages were doubled in number, as compared to leads from ad traffic going to the website. This meant that by doubling the conversion rate, the client received twice as many leads for the same exact ad spend. The key thing is, a well-designed landing page could be the difference between one local business who spends a few thousand dollars on Google ads and decides “This isn’t working for me” and another business that gets leads for half or one-third the cost because their great landing page is able to increase revenue to their business. Under certain specific circumstances, it may still make sense to send AdWords traffic to a full website. However, in the vast majority of cases we have tested, if you’re looking to generate leads for your business from AdWords then using well-crafted landing pages can be the one change that can potentially double your leads, just like our client found. You don’t need a website developer any more If you are a start-up or an SME, I have some great news for you. The sun is setting on website programmers in website development businesses. You do not need a coding superstar to develop a website anymore. The improvements in the quality and number of simple and powerful website creation solutions available today have made the website developer an unnecessary cost for the average SME. There is a certain irony in this; powerful website creation platforms developed by computer programmers are, in essence, taking away business from website developers who are also computer programmers. But the ocean is always full of bigger fish, so it was not a surprise when MARKETING MATTERS > BY MEHRDAD BEHROOZI Mehrdad (Merv) Behroozi is general manager of Hamilton graphic design and web development company E9. Phone: 07 838 1188 Email: merv@e9.nz Google stepped into the space that website creation platforms were dominating. True to form, Google did not just enter the website creation market, it quite simply decided that if you were a business, you deserved a free website. Yes, that is right, if you have a Google My Business account, you get to have a free Google website for your business. Sure, it is not going to be the most complicated website in the world with all the bells and whistles, but it covers everything a website should. It is also integrated with your Google My Business information so everything from your contact details to your hours of operation only needs to be kept up to date in one place. The landscape of the website development industry has changed. Today, the key to a successful website is no longer dominated by computer programmers, instead it rests in the hands of designers and content creators. Extensive research by a team at Microsoft Research lead by Chao Liu where they used a data set of more than 2 billion dwell time records taken from 205,873 web pages shows us that the first 10 seconds of a user’s page visit are critical. During this time the probability of a user ditching a site is very high because users have suffered; they have suffered through a vast plethora of poorly designed web pages every day since the first time they interacted with the World Wide Web. This experience has left them suspicious and wary of badly designed websites that are going to waste their time. It’s only after the 30 second mark that the rate at which website visitors leave really reduces. According to Jakob Nielsen from evidence-based user experience research company Nielsen Norman Group: “If you can convince users to stay on your page for half a minute, there's a fair chance that they'll stay much longer — often two minutes or more, which is an eternity on the web.” One thing that is absolutely critical is that your value proposition is communicated to the website viewer within the first 10 seconds. A great designer, like we have at E9, supported by excellent content can do that for you regardless of the platform that you select for the creation of your website.
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Waikato Business News October/November 2017

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