Diggin’ the Tony Robbins website case study over at Sumo.com.
Wanted to save (and share) my takeaways from their blog post for future reference:
- Create a top-of-funnel quiz to gather email addresses and segment visitors into groups.
- Organize your content into categories that match your visitor groups.
- Different CTAs for different visitor objectives. Don’t waste your time selling to the unsellable. Give them something else to do instead.
- Mix your media: Images. Video. Audio. Written. Interactive. People have different preferences for absorbing information.
- Let people show you what they’re interested in. Give them different paths to go down. (Thought: Map to those visitor groups described above. Use analytics and marketing automation software to profile your known visitors even further, so you can send them more relevant/targeted information down the road.)
- Test top-level landing pages (homepage, product categories) on PPC campaigns. First instinct is probably “WTF that’s a terrible idea” — that was my reaction — but it might work alright enough for your branded KWs.
- Cater your content to the platform on which it appears. (Common sense?) Put your fun social media stuff on Facebook. Put your business-y stuff on Linkedin. And so on.
- Repurpose your content to different platforms, guest posts, contributed pieces, et al. This doesn’t mean duplicate the content word-for-word — but you can run with the same concepts and put a different spin on it for each publication.
- Pushing your website leads to a phone call? Give them some homework to identify their goals and pain points first. (Throw them to a form?) Use this info to inform the call and have a more valuable conversation. Kill the script.
- Maximum sales = Simple sales funnel + lots of retargeting and refinement on the offer.
There were some other takeaways in the article but they weren’t super-relevant to websites, so I left them out. 🙂