In just a couple of years, kids born after the turn of the new millennium will enter our labour workforce. This is a generation that has never experienced the pre-internet era and their entry is likely to spur the growth of online banking, especially in emerging economies where the adoption of internet banking is still…
Black Friday and Cyber Monday are nearly upon us, so your holiday campaigns have likely been set for months. At this critical time of year, your campaigns are aimed at converting as much of your increased traffic as possible. Yet no matter how much time and effort have gone into planning inventory levels, you can’t […]
Nothing is more frustrating than investing tons of time and energy into your website, only to see dismal conversion rates. Every B2B marketer knows that your website should be your best salesperson. So when it’s underperforming, it’s easy to become discouraged. Many make the mistake of immediately assuming that a complete website overhaul is the only way to solve this problem, but that isn’t necessarily the case.
Conversion optimization practices can be easily and effectively implemented to address gaps in your funnel and ultimately drive revenue — all without having to carry out an extensive overhaul. Here are the three crucial conversion rate optimization steps to consider before resorting to a website redesign:
1. Have You Identified a Primary Key Performance Indicator (KPI)?
Do you know which conversion point is your top contributor to revenue? This is the single action that will convert a qualified visitor into an opportunity that sales can immediately follow-up on. Is it booking an assessment? Downloading a free trial? Requesting a personalized demo? Whatever action that may be, consider it your one true KPI.
If you feel like your conversion rates are underwhelming, it is important to consider the information influencing this assertion. Too many marketers make the critical mistake of not measuring a KPI or measuring the wrong one altogether. Identifying that top KPI will help you figure out the exact elements to optimize and prevent you from blindly making changes on your site in hopes that these changes will boost conversion. Moreover, it will ensure you measure the right metrics and utilize the most valuable data.
2. Do You Consistently Test Leading Performance Indicators (LPI) to Increase Conversion?
If you have an established KPI, do you implement testing on the LPIs that precede conversion on your KPI? LPIs are the micro-conversions that occur prior to completion of your one KPI. As their name implies, they’re “leading” indicators. If they’re all trending up, it’s likely your KPI will, too. LPIs often take the form of middle-of-funnel content offers like template downloads or webinar registrations.
Have you made data-driven efforts to optimize these elements or have you gotten hung up on your troubling conversion rate? Upon seeing disappointing data, marketers often jump to the conclusion that they need a complete redesign without considering the lower-level changes that can boost conversion. What they don’t realize is that simple, calculated adjustments can be made to significant LPIs to potentially alleviate this issue. By consistently testing and experimentally changing these elements, you can identify and implement the changes that are most effective, further driving conversion on your KPI, and consequently, driving revenue.
Maybe you’re implementing experimental changes and conducting A/B testing on your LPIs, but you’re still not seeing favorable results. Are you sure that you’re using the right metrics to measure these efforts? All metrics are not created equal, and it’s easy to get caught up in tracking metrics that aren’t worth our attention. Be decisive when choosing your metrics. It’s essential to keep in mind that sometimes, less is actually more. Avoid falling victim to analysis paralysis by aligning your metrics with your goals. This will keep your measurement plan concise and prevent vanity metrics from clouding your data. A concise strategy will allow you to make data-driven decisions about LPI optimization.
3. Has It Been More Than a Year Since You Built a Sales-Ready Website?
A sales-ready website is a website built to drive conversion through inbound best practices. In many B2B industries, the actual transaction doesn’t necessarily take place on a company’s website, so many neglect to engineer their sites with sales readiness in mind.
Consider your last website redesign. Does your current site use persona-driven architecture? Are there clear paths to conversion on your KPI? Does it offer educational content that directly addresses the pain points of your buyer personas? Are your landing and thank you pages properly optimized?
Maybe your site incorporates these inbound best practices, but have you improved it at all since launch? Have you just let it sit untested with the dream of it working perfectly forever? Unfortunately, the reality is that the habits of consumers change almost constantly. What worked when you first launched your website probably won’t work as well several years down the road. With this in mind, it is essential to consistently implement changes and test for improvement.
If you haven’t had a sales-ready redesign within the past year, or ever, it’s likely that your low conversion rates stem from greater site elements that can’t be quickly fixed with conversion optimization. If you’ve established clear KPIs and are regularly experimentally changing and testing LPIs without seeing positive results, a full redesign might be your best option.
When Should You Opt for CRO?
If you answered “no” to any of the three big questions in this post, you are likely an excellent candidate for conversion optimization. Rather than going through the long-term process of a full redesign, use data-driven conversion optimization tactics that will allow you to identify quick wins to drive lead generation. These tactics can also help you track and measure the elements that affect your KPI — and ultimately, your revenue. Best of all, conversion optimization methods are inexpensive and simple to implement.
At New Breed, we leverage the principles of the scientific method (observe, hypothesize, experiment, measure) to enact changes that positively affect top-level KPI, and to track leading and tactical indicators that contribute to performance. No matter what your “one big thing” is, New Breed’s conversion optimization program has a data-driven approach to define, design and evaluate that chief metric.
The modern-day marketing scene is nothing like what it used to be just a stone’s throw of years back. Nowadays, it’s all about SEO, keywords, backlinks, and content marketing. More so than these aspects, it’s also about social networks and blogging. However, many businesses are struggling to see how these social networks, and blogs, are…
Over the years I have spoken to thousands of marketers and digital professionals about their personalization efforts and their ideas for one-to-one personalization. Throughout those conversations, one important thing has stood out: marketers have a dream. They want to communicate with their customers and prospects as individuals at the one-to-one level across digital channels. They […]
Have you ever visited a site and felt something strange? It’s subtle at first, like some force is tugging at the front of your shirt. Then it gets stronger and stronger. You can no longer control yourself. You are sucked into a whirlwind of content and when you emerge, your toes hang over a precipice, and before you lies a landing page with a form; the gravity of its siren song pulling you over. You slip off and before you know it it’s done. You are now a lead.
We’ve all done it. But discovering this whirlwind might cause you to wonder about how you can turn your very own website into a black hole that devours all that dare to visit, too. Well, I’m about to give you some tips that may just help you achieve critical mass. These are the four things all the best lead generation sites have in common.
First impressions are very important, That’s why we need to talk about brand consistency. Too often I’ll go to a website and see 20 different font styles, five button styles, drop shadows sprinkled around all willy nilly and enough colors to make Sherwin Williams sweat. These design issues are going to make your visitors turn tail and run — giving your site no chance to make them a lead. Why? Because the lack of a consistent brand erodes the trust of your visitors. Imagine going into an Apple store and noticing that some of the display signs are written in different fonts. The employees are dressed like they’re going to a Hootie & the Blowfish concert. They are playing Jock Jams over the PA. Would you maybe feel like this wasn’t a legitimate place — or at least not a place you could trust to be consistent with its products? Same thing applies to your website. Create a style guide (or better yet, get a professional to create one for you) and follow it. Use only brand colors, be sparing with your type styles and avoid the CTA circus.
So let’s say your visitor has seen that your site is not a trap and is ready to start running around. The next thing that they are going to see is your hero messaging. One thing that I see over and over again is weak messaging. A company will spend countless hours perfecting their website only to fill it with copy that sucks. The slick appearance of the website almost makes it worse because it stands in such stark contrast to the copy, like a beautiful, hand-carved frame around a terrible painting, or a 16-year-old driving a Ferrari. Your messaging needs to speak to your visitor’s deepest desires. Don’t say what you do. Don’t say how you do it. Say why you do it, and express why that matters to your visitor. If you’re going to harpoon this whale you’d better have a good sharp hook.
Alright, so now the visitor is really feeling good about the site. The brand makes them feel safe; the copy lets them know they’re on the right track. Now they want to dig into some other pages. The important thing here is to make sure that your site isn’t a confusing rat’s nest of links, shotgunned all over the place. Try to keep no more than seven top-level links and never have any third-level dropdown menus. Think of the screen as equal to the attention span of your visitor. Now imagine that every choice that you supply them with cuts a little chunk out of that attention span. If you have too many links, your visitor is going to just ignore them. So keep things simple.
Another important thing to consider is what you write on each link. Don’t use your ridiculous internal jargon when talking to your visitors. They will understand what “Blog” means. They will not understand what “The Boiler Zone” means, and they probably won’t click it.
Now your visitor has made their way to one of your landing pages. They want your content offer, which is great, but BEHOLD, your inbound form stands in front of your eBook. It’s a daunting sentinel with a wraithlike visage, broadswords tightly grasped in both of its sinewy hands. (Roll a d20 to see if the beast notices you.)
A form can be intimidating for your visitor. It is a trade. They want your eBook on the “Top 20 Reasons Why Data Processing is the Best Way to Lose Weight” and you want their information. Their delicious information… Anyway, you’re going to want to make sure that your form is as easy to fill out as possible. Here are some easy form strategy wins:
• Limit your form to one column, as people have a difficult time going from side to side in a form with the exception of the first and last name fields. Look up “The Axis of Interaction” if you don’t believe me.
• Make sure you have labels and error messages. If nobody knows what the form wants, it will be abandoned and your misunderstood form may go on to lead a lonely life as an outcast or a website developer.
• Don’t make your form too long. Just get the information that you need. You don’t want your user spraining their finger while scrolling down your site, then coming to you for restitution.
Get Leads Now
So there you have it. Follow my advice and you’ll be well on your way toward having a website that converts so well that it’ll be declared a religion and you’ll get tax exempt status in the US.
Technological innovations continue to impact digital marketing, and perhaps one of the most intriguing tools to enter the landscape in the past few years is virtual reality (VR). Virtual reality refers to an artificial, computer-generated environment that uses cutting-edge graphics, as well as audio and aural sensations, to help users feel as if they’re in…