Improving Lead Generation and Conversion in 2019
Nothing could be more devastating than having a website that is not converting the way it’s supposed to be converting.
Owners of online properties know just how much goes into the development of just one site, especially if it has content and all the bells and whistles. But bringing your business online is a necessity, not just something that’s fashionable or trendy.
If your business has zero online presence, still, you are going to struggle – big time. However, if you already have an online business and you are still struggling with converting your traffic, you have to start hacking your lead generation efforts. The map to the New World of better conversions starts right here.
- Check your offers
Normally, we position our content on websites so that the content coincides with the offer/s we are giving our traffic.
But often, webmasters forget that not all offers are appropriate or even interesting for readers. In the age of customer-centric digital marketing, haphazardly adding digital promotions throughout your website without a thought as to what the content is about is a big no-no.
For example, if a piece of content is about “caring for your lawns” and the offer is about hiring an accountant in California, there’s definitely something wrong with how you’re structuring your website.
SEOExplode states that another prime example of bad planning would be offering users random articles from your website or WordPress site but the articles/posts have nothing to do with what they’re reading at all.
Let’s say a user was reading about “DIY bike repair” and below that, there are random links for “cleaning your car,” and “taking care of your tires in winter.” The user experience in your website has to be personalized and there has to be a clear path delineated toward the offers. So from cold to warm, you have to be there every step of the way.
Call it hyper-personalization, but people expect websites to be well-organized and intelligent with how it features and offers content. If a website appears clunky and disorganized, what are the chances that the user will trust that website when offers are actually made?
- Perform A/B testing on multiple levels
A/B testing should not be limited to major email marketing campaigns, or landing pages. Optimization through split testing or A/B testing covers all aspects of your users’ experience with your website. Dwelling time, sign-up rates – these are all affected by what is actually ‘in the box.’
Do you have to split test content, too? Definitely. By using WordPress plug-ins that switch the titles of blog posts to see which would resonate better with your audience, you are given the opportunity to constantly refine your method, so that eventually, you will know exactly what to do to communicate with your niche better.
Remember: digital marketing is 100% about communication – it just so happens that the communication happens on various levels, and digitally.
- Improve your CTAs
CTAs or calls to action are graphics and copy on your website that invite people to sign-up for a service/product, sign up for a mailing list, buy products/services, and so on. CTAs can appear anywhere on a website, but it would be best to have a dedicated space for it. These dedicated pages are collectively known as landing pages.
Let’s say that you have created the nicest looking Web page, with a nice color scheme and shiny new graphics. You’re diverting most of your traffic to this page, but you are seeing very few sign-ups, or sales.
Something is definitely wrong. If traffic is flowing to a page and no one is responding at all, the landing page is defective. You need to change the copy, the graphics, or the structure of the landing page to make it work better.
As was previously mentioned, it would be better if you can performing split testing or A/B testing on your landing pages, too.
A/B testing can be performed in a variety of ways, but to make sure that you are learning and soaking up every bit of insight with your A/B testing efforts, the adjustments should be small and incremental in the beginning, so you can take note of the elements and changes that are bringing about the most good for your website.
What elements can be subsumed under a split test?
- – Headlines
- – Parts of web copy
- – Graphics
- – Color scheme
- – Size and placement of graphics
- – Page layout
- – Positioning of buttons and fields
Think of your landing pages as machines (and they are) that happened to have so man functions. Landing pages have to be catchy, they need to grab the user’s attention and hook them in. Users also have to be able to think that they’re getting an awesome deal when they comply with the CTA (call to action).
If all of this seems overwhelming break down your landing page to its component parts and just study the different parts. Eventually, you will be able to tell which elements might need improving – and you can check out your theories by doing A/B testing.
Even a simple change in the headline of a chunk of promotional copy can make all the difference – try it.
- Make – and try – different offers
There is absolutely nothing wrong with making multiple landing pages and offers on your website. As long as the offer is relevant to the content (which is why we create landing pages in the first place), you should be able to see results. Among the things that you can offer your traffic are:
– Basic CTA to purchase something direct from your website
– Subscription to regular updates (includes newsletters and exclusive offers)
– An offer to try a service or product for free
– Make special blog posts where eBooks and reports can be downloaded
There are many more variations and you can use simple offers to lead your traffic down your marketing funnel. Think about those offers long and hard and don’t be afraid to try new things on your website. Experimentation and fine-tuning are keys to your success.