Josh Becerra

Like any relationship, it is important to understand what your client is looking for and why they are bringing you their problem. Are they asking you to just listen empathetically and support them? Are they seeking your opinion, looking for your advice? Are they asking you to jump in and help them solve the problem? Again, this is about 'customer relationships', some of my best customer relationship are so trusting that they'll just vent with me. Not expecting any solutions. Other times I'm offering advice, connecting them with a resource that can help them solve their problem, or directly working with them and my team (in our area of expertise) to provide them a solution. Just start by asking yourself - what are they looking for from me?

When it comes to A/B testing there are 3 areas that get overlooked all the time, that I've seen dramatic results with: 1) Limit Distractions: Distracting prospects from the CTAs. Try removing rich video/imagery and see if your conversions go up. 2) Overcome Anxiety: Prospects have concerns in the back of their minds about things like privacy - which deters engagement. Filling out a form and providing an email is a BIG ask. So, ask yourself how you can address this anxiety by providing some social proof or information on how you'll treat their data. 3) Create Urgency: Lastly, find ways to create a bit of urgency. Maybe you only have room for 2 new clients. Think like a travel website - "only 2 rooms left" - what urgency levers do you have?

When it comes to empowering and supporting your team as they grow their confidence - I've always believed you need to over communicate as a leader. Let team members know that you believe in them and in their skills and abilities. Let them know that you'll provide the autonomy and resources they need to be effective. Let them know that you're willing to ride along side them and do 'on the job' coaching when needed - that you're in it together. Lastly, and most importantly - let them know that it is ok to fail. Many times, that's how we learn and grow. There is no growth in the comfort zone, and that goes for confidence as well.

Like any tool that is rolling up data, you need to be mindful of what you're actually looking at. For example, let's say your heat map is being generated from 500 sessions. Its worth looking into the sample to understand demographics or geographies. My recommendation would be to look at the geos that you actually serve to see how that smaller sample interacts differently from the larger sample. The point is, you don't want to be including garbage sessions in your analysis, so make sure you understand your sample set - before you get too far into making drastic changes based on heat maps generated from large samples.

In my experience, one of the best ways to improve how much people interact with a page or with a website - is by developing a strong internal-linking habit. For every page, where are there opportunities to link to other internal pages within your site that will help a user dig in further to the topics and questions that they are trying to solve for. Yes, videos, infographics and chat bots can be characterized as interactive - but at times they can become distractions. Strong content that is cross linked will help users discover more and go deeper into your site - which is the best way for them to be interacting with you site, in my book.

6 steps to ensure your SEO content positively impacts the user experience: 1️⃣ Find the topics and questions your audience is searching on Google. 2️⃣ Bucket these topics and questions into each phase of the customer journey. 3️⃣ Figure out where your content is strongest/weakest? Where your competition is strongest/weakest? 4️⃣ Prioritize based on this analysis and the potential volume you can capture if you get your content to rank. 5️⃣ Take this prioritized list of topics/questions and look at the top three results on Google for each of these. Unpack the factors these pages contain, that are helping them to rank so high. 6️⃣ Write your piece of content with these factors in mind. Be the best answer.