Digital Tips from a Conversion Optimization Consultant
Your website is the hub of your inbound efforts. You?ve spent the time, done the legwork and created an effective website that?s become the key component of your lead generation strategy. It?s consistent and gets the job done by generating solid new leads and conversions.
Did you know there?s even more that you can do beyond the basics to boost your websites conversion potential? Here are five opportunities you?re probably missing to turn your website into a lead generating powerhouse and up your conversion potential several times over. If you?re unsure of where to start, or need help creating new content, speak with a conversion optimization consultant to help get started.
1. ?Create Strong New Offers And Feature Them
Just like design elements, offers can get stale and outdated for any number of reasons.? Everything has a shelf life. If you?ve been promoting the same offer over and over, or if the offer is outdated (e.g. Free White Paper: Top New Search Terms for 2011) it?s probably not going to convert like it did when it was new information. Take some time and create several relevant new offers for your visitors. You can then update and reposition your old offers. Make sure you check your analytics to see what produced in the past and create your new offers based on what has historically performed well for you.
2. ?Update Your CTAs on Highly Trafficked Sites
You?ve created a solid new offer and are testing it out with a call-to-action on a new blog post. Your blog post hits it big and goes viral generating a ton of traffic, but you?re new offer is not converting well for you, even though you?ve based it on a previously successful offer.? Maybe it?s time to update your CTA. Swapping your underperforming CTA for higher performing one may be just the kick start your new offer needs.
3. ?Regularly A/B Test To Optimize Performance
Regularly conducting A/B tests is a data driven way to optimize your landing pages and CTA performance. Your inbound marketing should constantly be evolving. Maximum performance relies on many factors and variables and regularly testing and evaluating a variety of factors is the best way to improve performance. Consider testing CTA elements like design, color, button size, message, tone, graphics and page placement. You can also test many of the same variables on landing pages. Keep track of results and develop best practices specific to your business.
4. ?Try Experimenting With Secondary CTAs
You might be thinking,? ?isn?t a second CTA going to confuse my visitors?? The answer is, it depends on what the CTAs are promoting.? Sure, two CTAs can be confusing, but if the secondary CTA is not promoting a competing offer it can actually help your conversion rate. If a visitor isn?t interested or ready for your main offer your secondary offer might be of interest and convert them.
5. ?Optimize Expected High Traffic Pages
Sometimes opportunities arise that are time sensitive, for example seasonal offers. Take the time to recognize these limited opportunities and proactively optimize those pages to take advantage of the timing and maximize conversions!
While these opportunities are a great place to start, you may find it helpful to work with a conversion optimization consultant. A conversion optimization consultant can work with you to help recognize even more opportunities you may be missing. If you?d like more information on how to turn your website into a conversion powerhouse download our free ebook ?Firing up a Conversion Machine.? It?s full of tips on how to grab the opportunities you may be missing.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.