episode #668 -DECEMBER 26, 2021
HOST: Lorraine Ball
The real measure of web success is conversion
Why should you care about conversion optimization?
When I ask business owners about their website performance, most can easily tell me how much traffic they get in a given week or month. Even if they don’t have the number top of mind, they can hop into Google Analytics, and in just a moment see exactly how many visitors viewed their website.
They feel good if the number is increasing every month. While that is a nice thing to see it is not the best metric of how well your website is performing.
The real measure of web success is conversion.
How many people take the time to fill out a contact form, download a resource, or sign up for your newsletter? How many people are you adding to your prospect list, every day, week, or month?
This content optimization process will help you deliver the best content to your readers, and improve your results
Have one call to action
All too often I see pages with multiple, competing CTA’s. Sign up for this, register now, and oh by the way, be sure to download this too.
This overload occurs because business owners are afraid if they forget to mention all of those things, they’ll miss an opportunity to appeal to a prospect. But the research shows the more different options you give someone, the less likely they are to select any of them.
So pick one compelling call to action that makes sense for the page that the customer is on. Then optimize the experience after they take the first action. Fulfill their first request, then direct them to new pages which have more offers, social proof, or information to keep them engaged.
Conversion optimization is a continuous process.
Over time watch your numbers, you will see some of your content will perform better than others. Your mission is to find the best posts, the best calls to action, and divert more of your marketing energy and more of your resources to those pages. Spend time enhancing individual pages by improving the layout, adding new graphics, and testing different headlines.
When you do these things, you will see an increase in your conversion results.
about the marketing minute
Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.
Look for these mini bits of marketing inspiration every Sunday. Then come back and enjoy the longer interviews every Thursday.
Look for the mini podcasts and full episodes on iTunes, Spotify, Google Play and wherever you listen to podcasts.