How effective is your Inbound Marketing program? If you’re seeing a rise in your site visits, but conversions have plateaued (or even plummeted), you’re not alone. Here are some quick tips across your entire online operation for analyzing your data and boosting your conversions.
The first step in website optimization is to understand the effectiveness of your Calls-To-Action (CTAs). There is no information better than real user data. And to capture and analyze real user data on your website, there is no better method than heat maps.
Tools such as Hotjar allow you to record user interaction on your website, showing you where your visitors are clicking, where they’re not clicking, how far down the page they’re scrolling, etc. This information is invaluable when optimizing your website UX and improving your conversion rates.
Optimize for Mobile
Most of the site-building platforms these days offer responsiveness for all devices and screen sizes – but that does not mean that it’s optimized for conversions. This is where heat maps come in handy again.
In the example above, 96% of traffic visited this landing page on a mobile device. Though everything was displaying correctly and legibly, the form was so far down the display that literally not one single visitor made it that far, which made the mobile conversion rate for the page 0%.
The heat map showed that nearly 50% of mobile visitors clicked on the image of the book (which initially was just an image and not a link), so we made it an anchor link to the form below. Any click on the book would take the user straight to the bottom of the page so they could quickly submit the form and receive the free eBook. We also added a “Download Now” button as another anchor link at the top of the page, which, again, sent users to the form at the bottom.
The problem with static CTAs is that after a while visitors will start to tune them out. So the longer a user spends on your site, the less likely he is to click a CTA. It should be the other way around.
But this isn’t just about repeating visitors, either. We’re so used to static CTAs and banners on web pages, we’ve gotten pretty apt at ignoring them, even when visiting a site for the first time. Conversely, nobody wants their user experience marred by incessant pop-ups. Fortunately, there’s a happy medium.
Slide-In CTAs are the elegant, useful version of the pop-up ad. They’re unobtrusive, and, above all, they’re relevant and helpful. To maximize the effect of slide-in CTAs, the offer should be clear, concise, and related to the information on the page to which it is attached.
By executing your own slide-in CTA strategy, your conversions are likely to see a noticeable increase. HubSpot has a helpful tutorial on how to add a slide-in CTA with HTML, and there are tools available, such as LeadIn and BrightInfo.
Optimize Marketing Emails
Personally, I am notorious for overlooking or just flat ignoring any email that does not look like it was sent directly to me, on purpose, by a human being. So, when creating marketing emails, someone like me is my own biggest challenge. As with all aspects of Inbound Marketing, the keys to success lie within relevance and personalization. With emails, especially, personalization is paramount.
Of course, none of us have the time to write an actual personalized email to everybody on our marketing list. Thankfully, there are several checkpoints to ensure that your emails are as personalized, relevant, and compelling as possible.
In email marketing, half the battle is getting the recipient to just open the email. A clear, attention-grabbing subject line that effectively conveys relevant value is much more likely to be opened than ignored. Use actionable language such as “get your free” or “download now.”
Your marketing emails should not be coming from firstname.lastname@example.org. Instead, use an actual team member’s mail – ideally the team member that will handle the contacts as they continue to move down the sales funnel.
Congratulations, they’ve opened your email! The other half of the battle is to get them to click a link taking them back to your website. This can be a CTA to a gated content, or it can be a link to a relevant blog post, which should have a CTA as well.
Begin the email by addressing the recipient by his or her first name - use a personalization token; a personal touch can go a long way. Keep the email copy relevant, direct and as short as possible. Most people don’t have time to read a long-winded email, so keep that in mind.
Most contacts on your email list are currently in your sales funnel, so it’s important to include next-stage CTAs in your communication with them. If your list is comprised of leads that converted on a consideration-stage offer, then include a CTA for the decision stage of the Buyer’s Journey.
Optimize Thank You Pages
This one is often overlooked because the conversion has already happened. But even after an anonymous visitor has converted to a known lead, it’s important to continue nurturing them.
On the Thank You Page include navigation links that lead into your website. Additionally, include a next-stage offer to continue moving the contact through the sales funnel. But remember to remove the social sharing links – you don’t want people sharing the non-gated content page.
These are just a few of many, many ways to analyze your website data and optimize it to increase conversions. What are some additional methods that you use to boost your conversions on your own site?
Dave Smith is the Chief Value Officer (CVO) at Cherry