Conversion Optimization: Building Inbound Marketing Strategies
What is the purpose? What are the goals?
Conversion can be many things, but it all starts with a purpose and goal. Every single webpage on a website should have a purpose and a goal. There’s an old saying, “If you don’t know where you’re going, then you’re already there.” What this means is, if you haven’t figured out where you’re going, then you’re going nowhere. This is exactly how a webpage or an entire website will end up if there isn’t a goal. Without a plan or strategy, a website is merely a page with a bunch of silly words and pointless pictures for people to look at. So before anyone begins constructing webpages, they should figure out what their goals first.
Most common goals for web conversion:
- Everyone wants more sales!
- Everyone wants more leads
- Some people want more phone calls.
- Many want to grow their email lists.
- Many want to grow their social media channels (i.e., Facebook, Twitter)
Create call to actions to drive conversion
After determining a goal, the next step is creating the website or webpage. A website should have good interface, clean design, quality SEO copywriting, and most importantly, “Call to Actions” aka CTA’s. CTA’s should stand out and be extremely visible. These are the things that web marketers want their web visitors to click with the hope of achieving their goals. This can be a bright and shinny colorful button, vibrant colorful text link, or even a quick contact form.
Here are examples of CTA destinations: Sales pages, Shopping Carts, Registration Forms, Squeeze Pages/Landing Pages, Quote Forms, etc.
Monitor Conversion: What is the conversion rate?
Once a user clicks the on these CTA’s, then the traffic to these pages should be monitored closely. If a web visitor completes the final “Call to Action” on the particular landing page, then the goal has been achieved that the conversion was a success. Let’s say that 35 of 100 visitors to a landing page actually complete the goal, then the conversion will be documented as a 35% conversion rate. To some businesses, this is really great, to others, not so much. It all depends on the cost of the desired goal vs the value to the web visitor.
Optimizing Conversion: A cost-benefit Analysis
A web copywriter must understand their targeted customer and know how to pitch value. The value must outweigh the cost in order to drive conversion. Most intelligent buyers want to know 3 things:
- Is this a sound investment?
- What are my options?
- What are the total expected cost of each option against the total expected benefits?
Things that can hurt Conversion Rate
Let’s say that the copywriter has done their job and wrote some excellent copy, but visitors aren’t clicking the CTA’s or not completing the goals after clicking the CTA’s. More than likely, this is due to a bad experience while visiting the website.
- How’s the website performance? Slow websites alienate customers.
- Are there a lot of typos? Customers don’t trust bad spellers.
- Are the CTA’s positioned correctly? All CTA’s need to stand out and be visible without scrolling.
- Lack of guarantees? Businesses should have return policies.
- Lack of testimonials or reviews? If you have something good, include real testimonials.
- Too many actions to complete CTA’s? Conversion goals should be no more than 3 clicks away.
- Bad Photos? Smarts phones take crappy photos. Get a good camera and learn basic photography.
Test, Tweak, and Improve Conversion
One of the best ways to improve conversion is to run a simple A/B split test with a Google Adwords PPC campaign. Build two (2) different versions of the same page and test them to see which one converts better. Try using different photos, tweak copywriting, change colors, change typography, change webdesign. Compare results and go with the best.