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    Improving Conversion Rates for Inbound Marketing

    Written by Carol Casey on November 20, 2013

    The fact is that the most eloquently written content with the most perfect keywords may get a prospective customer to your website, and may keep him or her engaged to read the content. But if the prospect habitually visits your site without ever leaving contact information then you have a conversion issue. 

    A conversion rate measures the percentage of people who visit a website page and click on a desired action that requires leaving contact information.The actions could include the download of an asset like a white paper or checklist, signing up for a webinar or free trial, purchasing a product or solution, blog sign-up, or leaving contact information.

    Here are the questions that can get you back on track to convert visitors to qualified leads. 

    Do you have the right offers on the right website pages? 

    Inbound marketing is a numbers game but it isn’t always about quantity. The goal is to attract prospects to your website who have a genuine interest in your products or solutions.  Analytics can tell you a lot about where they are in the buying cycle. Take a hard look at the premium content you are offering. Does it match up to the visitor intent? If not, change it or move it to another page. 

    For example, if a prospect is visiting a page with information on downloading a white paper, then they are likely in an early state of their search. Including an offer for a free demo is not likely to connect at this time. On the other hand, including an offer for a free trial or demo on a case study landing page is a smart strategy because case studies indicate a prospect is further along the sales funnel. If you have a lot of visitors to a page with no conversions, such as a page with a downloadable white paper that gets scant downloads, then evaluate whether the topic is resonating and/or is being effectively promoted. 

    If you are convinced you have the right premium content matched up to the right pages, then look at other reasons a prospect may choose not to leave contact information. 

    Are your Calls-to-Action (CTAs) clear and compelling? 

    Do you want higher blog subscriptions? More downloads of assets? Then don’t make prospects hunt for the buttons!  Place them appropriately and prominently throughout your site. 

    Next, ask yourself this: 

    Are the buttons visually appealing with compelling copy? 

    Play around with different colors, graphics, and wording. Your CTA buttons should jump out without going off the style reservation. Most websites have a style guide that lists approved fonts, color numbers, logos, etc. If you don’t have this, create one because it will save time and money when working with graphic artists. 

    Now, let’s talk about the copy. What is the “thing” about your downloadable asset that a prospect really wants? I’m not talking just about education. I’m talking about emotion. Literally, your CTA button should push the emotional buttons of what the prospect needs. This is only “manipulative” if your CTA does not match up with the actual asset. People are different and are motivated by different aspects of the same pain point. 

    In the examples below, the CTAs speak to the seemingly endless acronyms that make up the practice of inbound marketing. Some address the positive desire of prospects to stay ahead of the curve. We have a lot of type-A prospects who are motivated to stay at the head of the class. So does that translate into a “positive achievement” offer? Or a “fear of being left behind” offer? Again, people are different and are motivated to take action by different stimuli.

    Try a few approaches and track the results.  


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    Are you asking for too much information? 

    Another question to ask is if you are asking for too much information. One strategy is to make the first prospect contact experience extremely simple: just name, company, and email. The next time this same prospect clicks on a CTA to download an asset, pre-populate a longer form with the information already provided and ask for a few more pieces of information, such as their job and size of the company. 

    Once you have answered key questions about why certain pages on your website have subpar conversion rates, you can begin strategizing on changes and track how the changes are effecting conversion. Understanding why prospects visit specific pages and what stage of the buying cycle they are in will help you to rate the effectiveness of premium content and the CTAs that lead to it.


    Conversion Checklist


    Do you have the right offers on the right website pages?


    Are your Calls-to-Action (CTAs) clear and compelling?


    Are the buttons visually appealing with compelling copy?


    Are you asking for too much contact information?





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