Conversion Metrics Posts

Calls to Action: The Importance of Soft or Complementary CTAs

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When we speak of a good landing page, we talk about its messaging, layout and offer. This offer is usually in the form of a call to action, with a form directly on your page. Often, a landing page is separate and distinct from interior pages on your site. Many times, your interior product or services pages are also “landing pages” in that they are the entrance page for a visitor who finds that page in the search engine results pages. What’s the difference between a hard CTA and a soft CTA? Your primary call to action (CTA) is the… [more]

5 More Tips to Better Website Conversion Rates: Part Two

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Last week we looked at five ways to improve conversion rates your website. These included: up to three calls to action (CTA) on your most important pages providing authoritative collateral documents on your most important pages stacking your calls of action in order of importance launching a resources section of your website to improve your authority and relevance on a given set of topics providing context to any demos or collateral items, such as length of document or time for a webinar This week, we look at five more ways to improve your website’s CRO: #6:  Limit registration forms to… [more]

5 Tips to Better Website Conversion Rates: Part One

No amount of increased website traffic will fill your lead pipeline if you make it difficult for your visitors to ‘convert’ on your website. For most B2B websites a “conversion” typically is measured by a visitor filling out a form, providing you with their personal information for sales or marketing follow up. Examples of registrations take place in the form of case studies, whitepapers or even a product demo. These ‘calls to action’ (CTAs) should be conspicuously places on each of your most important web pages. It is important to note that website visitors are scanning your web pages, not… [more]

Give Away Information on Your Website, and Get Visitors to Come Back (& Convert!)

B2B Marketers walk a fine line when it comes to what information they give away and what information requires visitors to register first. Give away too much, and you are at a loss to track successful KPIs (key performance indicators) and potentially lose the prospect when they leave your site. Put everything behind a registration form, and you run the risk of alienating your prospects before they even hit the “submit” button, for prying into their personal space. What’s a marketer to do? My philosophy has always been: if the information you have is about your product, service, or brand,… [more]

6 Ways to Make Your Landing Pages Convert

As a web design and online marketing firm, eMagine knows the value of a good web site design (and if you want to see a great infographic on the anatomy of an ideal landing page, read this post - props to Formstack for the infographic). Once the fanfare from management has quieted down, you will be asked how your website is performing. The best indicator of this is your conversion rate:  in this case, the number of leads you get by collecting a visitor’s data. Here are 6 ways to consider improving your landing page conversion: Minimal Reading involved – web… [more]

Yes, you must generate content …but not at random

“Content is king.”  We’ve heard it – in fact, said it, written it – so many times, it’s become a cliche’.  We’d like to stop …but the problem is, it’s just so true. It’s the key to bringing traffic (and hence leads) to your website, to educating prospects once there, to building credibility with them, and to nurturing them through those long B2B sales cycles.  In fact, at an extreme, some say that it’s the most effective and efficient means of building a business today. We don’t go quite that far, but there’s just no doubt that

5 easy ways you can improve conversion right now

No question, the right way to improve your website’s conversion rate is through testing.  And simple A/B testing is so unchallenging, it’s kind of mysterious why so many B2B marketers rebel against actually doing it.  It could be the usual reason… too many things needing done in not enough time.  Or maybe it’s that feeling that nothing useful is happening while waiting what seems like an eternity for a sufficient amount of data to accumulate (most B2Bs don’t experience multiple conversions per hour, after all). Whatever the reason, the odds are that you aren’t testing. So with no disparagement of… [more]

If you treat your white papers as valueless, so will your readers

We tend to return to the topic of white papers fairly frequently, because – along with email – they’re pretty much the backbone of B2B lead capture and/or nurturing.  Our last foray dealt with what to do before starting to write one. We’ve noted two major traps B2Bs can fall into with white papers:  either one will limit their effectiveness;  both together can be fatal…

Try It: An Easy Tweak for Better Leads

We’ve talked a bit in the past about whether or not to require users to register for a document.  I’d like to take another look at the typical process, and how we could tweak things a bit. Here’s how things usually go down: We place an intriguingly-worded link to a document on a page The user clicks it, and then dies a little inside when they see not a file, but a form A few users grudgingly complete said form and receive the file A lot of users hit the “Close” button on their browser window instead What do you… [more]

Optimize your conversion pages to improve lead capture, lower costs

Conversion rate optimization (CRO) is the process of incrementally increasing online conversions (e.g., orders, leads, sign-ups) by optimizing and testing website design, content, and user experience.  It can significantly reduce customer acquisition costs while providing measurable business results, saving you time, money and headaches. Recent expansion of the toolset makes CRO easier than ever;  and a recent post by Andrew Follett over on MarketingProfs provides a simple 3-step guide to the process…