A Conversion Optimization Consultant Explains The Conversion Process
Inbound Marketing is the?process?of converting web visitors into lifelong customers and maybe even lifelong promoters of your brand.
However, visitors don’t become lifelong customers by accident, but rather through a calculated and thorough method.? Here we are going to examine how you can optimize web conversion rates for your company.
Your company’s website should attract visitors who are interested in what you are promoting or selling.? It should contain engaging content, be easy to navigate, and have excellent design. The content should aim to target the visitor each stage of the sales cycle:
A website with great content not only engages visitors at each stage, but also captures lead information. The customer conversations to follow, will create a conversion from lead to customer.
The 5 Components of Conversion Architecture
A Call To Action Map or CTA Map will essentially create the blueprint for your content.? It breaks down what content a specific persona wants and when during the buying process they will receive it.
This is an incredibly useful tool that a Conversion Optimization Consultant will set up to increase customer conversions as it ensures customers are nurtured naturally by the content while minimizing any friction.
If the home page is a front door, then landing pages can by thought of as side doors. ?Your page should have as many side doors or landing pages as possible.? This allows visitors to quickly get from place to place. ?Conversion Optimization Consultants can construct a plan to incorporate landing pages to decrease friction in the conversion process.
They will also assist with:
- Landing Page Design
- Landing Page User Testing
- Landing Page A/B Testing
- Landing Page Conversion Metrics
3-D Content Strategy
3-D Content Strategy involves producing content with a particular target audience in mind. It is written in a way that provides a visitor with a benefit, whether the benefit it simply entertainment or information needed to make an informed decision about a product or service. Content that is written following the 3-D content strategy increases conversion ratios as the visitor’s interest level directly affects conversions.
The content is written specifically to Attract and Nurture as opposed to 2-D content which is lackluster and dull.
Workflows are automated conversion paths designed by an Conversion Optimization Consultant typically in the form of email campaigns. Once a visitors takes an action (subscribing to your blog, downloading an ebook, requesting a call) they can be automatically added into a workflow to nurture them to the next phase.
Strategic workflows improve the following:
- Prospect Follow-Up
- Prospect Engagement
- Conversion Rates
Workflows should elicit a comfortable persuasion toward the purchase and be calculated by examining online habits and content consumption. These can be integrated into the website seamlessly by a Conversion Optimization Consultant and will provide remarkable results.
Conversion Optimization: Analyze, Test and Tweak
Improving conversion rates is no easy task. It involves careful analysis of visitor behavior, content mapping and planning, and strategic workflow implementation. It also involves constant testing and tweaking.
Consider help from Conversion Optimization Consultant or just start with an ebook for further information:
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.