Website conversion rates have always been more associated with ecommerce, but for us B2B types it’s the one massive factor for turning our website visitors into sales-ready leads, and reducing CPA.
And when conversion rates drop significantly during the summer months, it’s essential you make the most of every opportunity and get website conversion savvy.
With this in mind, we’ve put together some essential tips to hot up your website conversion this summer (come rain or shine…)
1. Have clean, clear landing pages and data capture forms
Whilst it’s quick and easy to send prospects to your homepage, landing pages can boost your conversion rate by up to 15%! The design and function of your landing pages, whether onsite or offsite, dedicated or not, will have a massive effect on turning visits into leads.
If your landing pages don’t resonate with your audience, you won’t be capturing any new leads and your bounce rates will shoot through the roof.
Think about including industry relevant content like testimonial snippets and client reviews – and make sure your content is consistent with the ad or link clicked. Or even include an informational video, which can increase conversion rates by up to 86%.
But remember to keep it simple, your landing pages need to communicate a clear message to your website visitors about what they need to do. And don’t get data greedy either – eliminate just one field from your data capture form and you’ll increase conversion rates by up to 50%.
2. Always be A/B Testing
Your website is your lead generation hub. Treat it well! As with any other of your lead generation channels, you need to continually test what works and what doesn’t.
Even changing the CTA on your contact forms will have an effect. Michael Aagaard wrote a case study on content verve about A/B testing ‘Order Information’ vs ‘Get Information’ and guess what? ‘Get Information’ saw aconversion rate increase of 38.26%.
Your approach to improving conversion needs to be an ongoing process, not a one-off project. Econsultancy found that businesses using a ‘structured approach’ to improving conversion rates (that’s A/B testing to you and me) were twice as likely to see a large increase in sales.
Even world leaders are using A/B testing to increase conversion rates – Obama’s presidency campaign raised an additional $60 million by A/B testing landing pages with Google’s website optimizer (now Google Analytics Content Experiments).
The slower summer months are a great time to plan and begin testing initiatives; giving you the opportunity to get some quick fire wins to boost conversion.
3. Undertake a website analysis
Understanding the journey your website visitors take on your site is essential if you want to improve conversion rates. And that’s where lead generation software can help.
Not only will a lead generation tool uncover which businesses are visiting your site, it offers a huge wealth of information about their browsing and searching activities too. Gather as much data as possible regarding how businesses found your website – whether that’s through search engines, social media, email or any other source! Investigate the search terms used to reach your website, the referring links, pages viewed and visitor journey.
Use this information to build a custom website analysis that allows you to identify where visitors are dropping out, and which pages are boosting conversion. Use this insight to supercharge your A/B testing, improve your conversion rates and ultimately increase campaign ROI.
This blog was originally posted on the Lead Forensics website. Read the original article here.