Tips and Tricks to Increase Visitors and Conversions - #BAC2014

FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA.
+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
Tips & Tricks to
Increase Visitors
and Conversions
by Alex Moss
Director, FireCask
24th October 2014

Today I run 2 companies

I’ve worked with great businesses...

...and written for some leading publications

Securing your Brand avoids
Decreased Visits
● Ensure you have a unique logo
● Use a positive and consistent brand
message, even a tagline will do!
● Identify your audience and build your site’s
offering around it
● Secure social media profiles using
KnowEm (right) or namechk.
The last thing you want is a competitor taking
some of your online assets!

Performance, Usability & Indexation
● Caching, compression, filesizes
and CDN’s.
- best to use Google Page Speed
or YSlow!
● Mobile accessibility using
responsive design or separate
mobile site.
- more reading from my blog
post for WooRank
● Indexation: use robots.txt, XML
sitemaps and good IA so search
engines will interpret the site
well.

Internal & External Linking
Internal
IA (information architecture) is important
for both user experience and (to an extent)
ranking. Plan and optimise internal linking
structure. Gain insight into keywords using
a number of methods.
External
If you value your brand and domain, do not
deviate from Google’s Webmaster
Guidelines. Use tools such as Open Site
Explorer, Majestic and LinkRisk to analyse
your link profile. Remove any poisionous
links.

Structured Data & Rich Snippets
Rich snippets include:
● Star Ratings
● Reviews
● Products
● Recipes
You can test live examples or HTML code via
Google’s Structured Data Testing Tool.
Google have, in the past 6 months, pulled both
author and video thumbnails from SERPs.

Social Structured Data
As well as search engines, social
structured data can help tailor posts
shared within Facebook, Twitter and
Google+. You can:
● Create clickbait
● Offer incentives without changing the
content of the page you’re posting.
I have developed a WordPress plugin that
manages all of this.

Social Structured
Data: Context
One thing to note is that your links should
have context:
● Facebook descriptions can be
extended to 300 characters, nearly
double the default META description
● Incorrect image thumbnails can take
the post out of context, or even worse
portray something completely
different.

Be more creative with content…
Know your Audience
Produce Quality & Creative Content
Use Good Typography
Go Beyond “Flat Content”

Targeting your Audience
● All games have gender, age or location specific
majorities
● Bingo’s general audience are women aged between
30-50
● Sport betting attract more of a male audience
Once you identify this, get some insight on them:
● What is your converted user’s lifespan with your
brand?
● What usage habits does your audience have (day of
week, time of day, keywords that attract them)
Also look into your analytics data to find out what visitor
and player behaviour is like.
Great sources of information from Microsoft
Advertising and The Gambling Commission

Think Creatively. Create Content such as…
How To’s, Guides, Walkthroughs
Infographics & Data Visualisation
Interactive Content (Calculators)
Live statistics via API or similar
Rich media (better Images & Videos)

Use UGC and your Own Data…
Lists (games, wins, players)
Cross Sell based on user profiles
Use feedback & reviews for rich
snippets
Live statistics via API or similar
Rich media (better Images & Videos)

Branding & Design
Creating trust within your brand is extremely
important. Here are a few pointers to help this
and help you gain more online exposure in the
process:
● If you have a good logo, try to use it in
creative ways e.g. bullet points or
separators
● Group your brand with other trusted
logos such as affiliates providers.
● Keep your colour scheme simple but
efficient. 4 colours in palette. Great
palette resource at Colour Lovers.

Calls to Action
Any CTA helps a visitor achieve a goal you want
them to complete.
● Homepage and “money” landing pages
are the best opportunity to do this.
● Add relevant images to represent the CTA.
● Different styles in nav elements and
buttons to make your CTA stand out.
● Use product names specifically. For
example, a button saying PLAY BINGO
NOW! is better than PLAY NOW!

Layout and
Typography
The layout of a page, even with flat
content, can be optimised to
improve people’s perception of it.
Think about
● Typography - use headings and
subheadings to summarise the
content.
● Summarise and split important
content - use “wells”, panels
and lead paragraphs

Offering something in return for data
capture, gameplay or deposits will increase
conversion rates.
● Use expiration dates to increase
urgency
● Offer no deposit games or extra
bonuses to new users
● If you have large numbers of
users/subscribers, show the numbers
off!
● Offer incentives in exchange for data -
e.g. sign up via email and receive free
tips
Create Incentives

Additional Tips
● Use fixed navigation to offer
options to the user without
scrolling. Use CTA’s within the
navbar too.
● Use overlays for external
resources so the user doesn’t
exit your own site completely.
● Popups - use popup overlays
that open after XX seconds after
page load, or a Javascript alert if
someone tries to leave the site.

Analyse your own Data
There are a number of ways you can use
available data to help optimise your site
and increase conversions:
● Use goals in Google Analytics to
track specific funnels you want
visitors to navigate through
● Analyse your visitors. Look into bounces
rates, top exit pages, keywords. Also use
internal site search.
● Use Content Experiments to perform A/B
tests on homepage and landing pages.

Brand & Competitor Analysis
● Search for your brand mentions
elsewhere on the web. Use
Google Alerts to set up
notifications. Also use our Search
Operator’s Guide to find unlinked
brand mentions.
● Use SEMrush or SpyFu to analyse
your online competition. You can
find out a lot about the keywords
they target and links they attract.
You should have a good
relationship with your keywords.

Contribute to...
Twitter
● Use a tool such as Tweetdeck or
Hootsuite to monitor anything from
brand mentions to hashtags.
● Don’t just publish outgoing tweets -
interact with other Twitter users
and search for potentially influential
users within your niche.
● Use lists to monitor specific users or
competitors instead of following
them. Analyse what they share and
produce content that would also be
shareable.

Contribute to...
Facebook
● Use your page to publish content, offers
and other incentives. Interact with
everyone who comments.
● Join relevant groups and contribute to
other people’s posts. Don’t spam as you
may be banned or reported altogether.
● Use Facebook’s Graph Search to search for
more specific pages, groups and profiles
● Add Facebook Comments to your own site.
I even developed my own WordPress
plugin to help you.

Contribute to...
Google+ Communities & Hangouts
● Works the same way as
Facebook group search
● More technologically-minded
and digitally focussed
audience

Contribute to...
Host Google+ Hangouts on Air
Choose to host your own, invite
people to watch and make it public
for anyone to join
Tip: decide the best time to host it
dependent on your target audience
Once you have finished the Hangout it
will be accessible for anyone who
missed it within YouTube. You can
then embed this into your own site.
Tip: use a transcription service such as
Speechpad from $1 per minute of audio

Some Final Tools & Tips
● Offer unique discount or offer codes so it’s easier to track conversions
through those channels. Include additional codes into dedicated sites such as
this one or this one or generic voucher sites eg My Voucher Codes.
● Reddit provides great traffic if you place the content right. Also contribute to
other subReddits. Be careful not to spam.
● Use Buffer to schedule any posts to Twitter, Facebook, Linkedin and Google+.
Great for international target audiences.
● Avoid automation. Although Buffer is great, don’t just schedule for the next
month and then ignore the profiles.
● Use seasonality or current events to your advantage. If you host sports
betting then ensure you cover important games. If you offer Poker then
cover events such as World Series of Poker Tournaments.
● Make sure you have a contact page and get back to all queries within 48
hours. For more advanced form creation in WordPress use Gravity Forms.
● Use live chat. Experiment with a free offering such as Olark. Offer Skype chat
too. You can use HTML buttons to offer Skype actions such as chat or call.

Thank You!
Any questions?
Alex Moss
Director, FireCask
Email: alex@firecask.com
Phone: +44 (0) 7743 870 210
Twitter: http://twitter.com/alexmoss
Linkedin: http://uk.linkedin.com/in/alexmoss1/

Tips and Tricks to Increase Visitors and Conversions - #BAC2014

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Tips and Tricks to Increase Visitors and Conversions - #BAC2014