The Sygnal Money Pipe™

What is your Website for?

Chances are, your website has a well-defined goal.

A few websites exist purely for the purpose of sharing information, but most websites exist to encourage specific user actions, like-

• ECommerce
  • A product sale through Webflow's ECommerce platform, or a 3rd party solution like Foxy.
  • A membership sign-up through a solution like Memberstack.
  • A ticket sale or other registration event.
• Sign-ups or enrollments
  • Newsletter sign-ups
  • Quote generations
  • Quiz generations

When a visitor performs any of those key actions, this is known as a conversion - and most website owners want as many conversions as they can get, at the lowest cost per conversion possible.

This goal means that you have to pay attention to who you're attracting to your site, how much your ad clicks cost, and how to maximize your highest-value conversions.

This involves everything from your SEO, Google ads, and referral campaigns, to everything that happens on your site, to the conversion process itself - and all of the tracking, reporting and A/B testing that goes with it.

At Sygnal, we call this entire infrastructure...

The Money Pipe™

When you consider the sales & marketing role your website plays, there are a lot of moving parts and essential connections involved in bringing sales to your company.

Here are some of the parts;

• Acquiring visitors
  • SEO
  • Search engine marketing, such as adwords
  • Other marketing- QR codes, car wraps, signage
  • Email newsletters
• Capturing visitors
  • Maximizing the value of those visitors by offering something free, that will encourage them to return regularly
• Converting visitors
  • The conversion event ( sale, enrollment, form fill, etc. )
  • The processes and messaging around that event
• Reports, to show cost per sale
• Optimization, known as Conversion Rate Optimization ( CRO )
  • A/B and multivariate testing
  • Ongoing analysis

The Non-Negotiables

Here's the thing many people miss.

When you're building a website that feeds a business, that Money Pipe™ must flow smoothly and efficiently, to bring your company business.

We refer to these operational aspects as non-negotiables;

• Observability & reporting - we must be able to log and view key data at any time to ensure the pipes are flowing
• Statistical analysis - the ability to statistically examine conversion costs, ad spend, and other key metrics
• SPAM management - for certain conversions such as form actions, it's important to identify and block SPAM
  • SPAM visibility - any blocked messages must be visible for review in a special SPAM folder. Otherwise there is no way for you to determine whether you are throwing away good orders. **
• CRO Experiment support - A/B testing to allow the ability to make changes and measure their impact on conversion rates.

** This means that Webflow's native forms handler is not suitable, as any blocked messages are simply deleted from view. In a Money Pipe™ that does not work. We use trusted 3rd party form processers instead.

How We Build Money Pipes™

Sygnal approaches this process in phases.

Phase 1 - Analysis & Planning

Information gathering;

• Details about your business, market, and clients
• Information on your products and services, and which are the most important / profitable to your business success
• Review of your existing site & current customers you're winning
• SEO analysis
• Adwords analysis

Actions

• Initial SEO cleanup where there are large gaps and large opportunities
• Initial adjustment on any existing adwords campaigns, or new campaigns setup.

Phase 2 - Optimization

Actions;

• Much deeper SEO work, over a period of several months to review and adjust.
• Much deeper advertising work, over a period of several months to review and adjust.

Phase 3 - CRO

Information gathering;

• A/B testing and experiment evaluation

Actions;

• Adjustments to the site based on what we learn about