I’m going to tell you a secret that changed our business forever and skyrocketed our client’s marketing results.

Are you ready?

Build standalone landing pages for your campaigns.

Sounds simple, right?

Like almost bordering on silly, simple.

Well, let me tell you a quick story.

A case study that proves the point

We used to run Google and Facebook Ads to our client Easton Motors’ website. We thought they had a pretty solid conversion rate in the 3-5% range.

With a 3.33% conversation rate, you need 33 visitors to your page to get a conversion.

With a 5% conversion rate, you need 20 visitors to your page to get a conversion.

So for this client, we needed somewhere between 20-33 visitors to get a conversion, aka a lead for their sales team to sell to.

From what we could see in their Google Analytics and HotJar screen recordings, it looked like a lot of people would hit the site, then browse the vehicle inventory.

But the real goal for this client was to get their website visitors to start the finance application process to see if they qualified for in-house financing. If they didn’t then it didn’t make sense to have them browsing the cars on the site.

(more…)

Short story: I’m speaking next Tuesday at Tingalls about how to improve your website and you can sign up here.

Longer story: You’ve likely heard me talk about optimizing your website for search so it shows up in the top spots on page 1 of Google where most people click, but what about optimizing for conversions?

Wait, what’s a conversion again?

That’s the action you want your visitors to take on your web page. 

It could be:

• Completing a form
• Purchasing your product
• Calling you
• Emailing you
• Subscribing to your email list

If more of your website visitors took these actions, then you wouldn’t necessarily need to bring a lot more people to your site. You’d be getting more leads and sales with the traffic you already have.

Make sense?

Conversion Optimization, baby!

That improvement process is called Conversion Optimization.

(It’s also sometimes called CRO, as in “Conversion Rate Optimization,” usually when a lot of website traffic is involved.)

The very best and largest companies in the world constantly test tweaks to their web pages to improve their results.

You don’t need to make hourly changes like they might, but you shouldn’t just “set it and forget it” when it comes to your website either. 

If you’d like to learn more about this, I’m speaking next Tuesday during lunch at Tingalls Graphic Design on Fish Hatchery Road in Fitchburg as part of their Munch-n-Learn series.

I’ll be covering how to:

• identify problem areas of your website using Google Analytics
• record actual sessions of your website visitors
• create heatmaps to see where people are clicking
• use psychology and design to make your website more effective
• ask for feedback to improve your website

You can sign up by clicking this link. Hope to see you there!