The first mission of inbound or digital marketing is to get people to your company’s website. Next, your job is to use that new, attractive website to capture visitors and and convert them into leads. That part is a bit trickier because, in addition to looking great, website content must be compelling enough that visitors click-click-click their way to a magnetic CTA.
Read on to learn easy web optimization that will boost your conversion rate higher than ever.
7 Website Optimization Tips to Increase Website Visitor Conversions
It’s one thing to want more customers, it’s another to take actionable steps and watch those visitors respond. The following 7 tips will make your digital marketing plan a more tangible reality.
- Test Mobile-Friendliness. Are you 100% positive your website is mobile-friendly, or are you relying on the savvy sales information provided when you signed the website design contract five-years ago? Get employees together and test it, using a spectrum of gadgets and phones. Verify that website content loads quickly and attractively on all of them. If there are any issues, contact your website manager pronto and figure out what’s wrong. When a website doesn’t load quickly, or looks wonky once it does, new visitors will bounce – making it impossible to convert them into a lead.
- Be Practice Visitors & Tune-Up Accordingly. Your homepage looks awesome, so what? Odds are, unless they’re doing a direct search for your company name, visitors aren’t landing on the homepage. They’re landing on a blog or an internal page that ranked well on Google. From there, where will they go? As long as you’re testing mobile-friendliness, give the website a whirl from the user’s perspective:
–Is it easy to navigate?
–Did you quickly find what you were looking for or the answer to your search query?
–Would you click on your CTAs if you were a new visitor? Or, are they flat, generic bubbles?
–How do your landing pages look?
In other words, visit your website and analyze it in terms of the user experience (UX) – rather than the inner-circle experience. Clean house wherever things are messy, boring or complicated.
- Establish Benchmarks. It’s hard to know which route to take if you don’t know where you’re standing. The same is true when optimizing websites for lead generation. Benchmarks, metrics and analysis of those metrics allow you to tweak content as you learn more from the UX. Benchmark where lead generation is now. For starters, HubSpot has a Website Grader Tool that provides feedback regarding the strengths/weaknesses of CTAs and Landing Pages. Evaluate the metric data pertaining to high- and low-performing website pages, titles, CTAs, landing pages, offers, etc. When the data is all in one place, a picture will form in terms of what works and what doesn’t, so you can tailor your content marketing plan accordingly.
- Blog Regularly. Don’t underestimate the power of blogs. They are such an important part of your company’s brand development. Blogs allow you to prove your industry authority to both new and returning visitors. They are also a platform for generating excitement about new offers and promotions, or for sharing existing offers and promos pertaining to the visitor’s search topic. Well-planned blogs meet people where they’re at in the buyer journey, and use CTAs to funnel them to the next step. Plus, blogs are the ideal venue for CTA’s that connect to relevant landing pages.
- Offer Good Bait. Providing contact information is like saying, “Hit me up with some more inbox clutter I don’t need…” Thus, it’s important to create eBooks and Whitepapers, cool infographics, discounts – all of which work as lead generation bait. If the bait is appetizing enough, visitors will feel the trade of contact info-for-bait is worth it.
- Become a CTA Crafting Wizard. The best CTA’s are located towards the top of the page, are direct and to-the-point, and they have a catchy image or graphic. Compelling CTAs contain smart word choices. For example, “get,” rather than “order” or “visit” rather than “read.” Use action words with positive connotations that conjure feelings of instant gratification – and zero association to a potential loss of cash or extra work! A/B test to figure out what your prospects like and respond to. Don’t be afraid to play around and change things up until you find the CTA combos that truly convert.
- Invest in Landing Pages. Landing pages are ultimately where it’s at, so don’t let them be afterthoughts. They should compel the visitor to Opt-in, have a bulleted list of advantages, and use lead forms that take only what they need. Again, regular testing is key so you can hone in on the “perfect landing page” format for your target personas.