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8 Quick Wins to Improve Your Website Optimization



If you're looking to optimize your website for visitor engagement, one option is to rebuild it from the ground up. And, in some cases, that type of project may be warranted. But, sometimes all you really need is a few quick optimization “wins” to give your website the boost you’re looking for.

In many cases, a few strategic modifications can help you improve engagement, increase conversions, and ultimately generate more sales.

How to Get the Most from Customer Surveys

Making assumptions is a natural human activity. We all do it. We think we know what other people want or need without any real evidence to back those beliefs. Too often, companies operate the same way. “We’ve been in this business a long time. We know what our customers like,” they’ll say.

Unfortunately, if your company is wrong about what its audience is looking for, you run the risk of losing customers and prospects to competitors that really do know what their audiences want. How do you keep that from happening? Customer surveys is one way. 

The quick way to learn about a person’s wants and needs is to ask them about their wants and needs. Having a clear and current understanding of what motivates your target market will not only help you increase the quantity of leads you receive, but the quality as well.

CRO: It's Not What You Think But What You Know

True or false: The best way to get more conversions from your website, emails, and landing pages is to make changes based on your instincts? If you said “true,” you’re not alone. But…and I say this with all due respect… that answer is incorrect. There are many areas in marketing where the “gut feel” and “hunches” you’ve developed from your years of experience can be very valuable. Conversion rate optimization (CRO) is not always one of them.

CRO is the process of modifying aspects of a web page (or other marketing interaction point) in order to get more people to perform a desired action like submitting a “request for information” form or completing a purchase transaction. Conversion rate optimization is critically important, because an increase in conversion rate of even a few percentage points can make a big difference in leads generated and sales. And in some cases, a double- or even triple-digit lift can be achieved. Kissmetrics shares a case study where a 404 percent boost was achieved!

How to Increase Your Conversion Rate on a Low Traffic Site

Website visits are great, but conversions are what ultimately drive sales. If all visitors do are come, look and leave without buying, submitting a form, or taking some other desired action, your website is likely not performing optimally. That’s why conversion rate optimization (CRO) is critical.

You’re saying: “But, CRO is only possible for companies that have significant web traffic and can do valid A/B testing, right?” Not true! While it may be more challenging to increase conversions on a low-traffic site, it can be done, and we’ll tell you how.

5 Conversion Tools You Need To Be Using on Your Website

You’re probably wondering why your website isn’t converting at the rates it should be. If it has plenty of content and a great design, it might seem that all you can do to increase your conversion rates is to wait for them to go up on their own. However, when it comes to your landing pages, there is an unlimited amount of opportunity for optimization. If you make design changes geared toward maximizing conversion rates, you can see a huge increase in lead generation. However, understanding how to do this can be challenging.

According to the State of Inbound 2017 Report, 63% of marketers state that generating leads and increasing conversion rates is the biggest challenge that their business faces. This is a completely real challenge—with all of the distractions and options available across the web, it’s hard enough to get users to look at your website let alone stay there. Trying to increase conversion rates can be difficult—you can spend tons of time and money redesigning your landing pages and CTAs, only to have your conversion rates stay stagnant or even go down. 

So what do you do when your website just isn’t performing as well as it should be, but you don’t want to go in and start making blind changes in case that makes things worse? If you feel stuck with your current conversion rates, here are five tools you can use to understand your website’s performance and increase conversion rates.

Why You Need a Conversion Optimization Strategy

All too often, strategy is a dirty little word that companies shy away from. They don't want to invest in it for one reason or another—time, energy, cost or they believe tactics will be sufficient. But running your conversion optimization without a strategy is setting you up for a rocky road. 

Let's start by why tactics are not sufficient alone. While they are discrete, actionable methods used to obtain a specific short-term goal—reduce bounce rates by 5% for instance, they do not have a larger goal in mind. Strategy, on the other hand, means the big picture. Your strategy is a long-term vision for where you’d like to go and the path you’d take to get there. Your tactics are the individual steps along the way.

Nowhere does this confusion spring up more often than in the realm of conversion optimization, also known as conversion rate optimization (CRO).

How to Improve Your Website's Conversion Rates

How's your site converting? That’s the ultimate question every inbound and digital marketer needs to ask themselves. There are plenty of KPIs to track, but without conversions all you’re looking at are vanity metrics.

Knowing how to improve your website’s conversion rates is tough. With so much data available and so many variables to focus on, setting priorities can be difficult.

If you’re looking for ways to improve your conversion rates, take a look at the best practices below. While there are more things to consider, this is a great jumping off point and offers some important places to start getting your hands dirty.

Text CTAs vs. Graphic CTAs: Which Perform Better?

If you’re building a new website, landing page or marketing email, there’s a lot to consider. Copy, photos, placement in the sales funnel and more are all a part of the process. But the most important element? The call to action.

Where other elements educate and convince, calls to action close the deal, making prospects into leads and leads into customers. A good CTA is where all the hard work of inbound marketing finally pays off.

It makes sense then that you want your CTA to be the very best it can be. A mismanaged call to action can sink an otherwise successful campaign.

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