Inbound marketing experts are obsessed with metrics. Two of the most significant marketing metrics you need to watch daily are website visitors and leads. If, after a week or two website traffic is up and leads are down, you have an issue.
The good news is that there is a reason for the up and down fluctuation of your stats. The even better news: there is a solution.
Before we jump to that solution, let’s look at the situation a bit closer. There are a number of factors that drive website traffic: organic search, social media, referring sites, email marketing and direct searches for your business, to name a few. There are a couple of other factors but for the sake of this discussion we're going to focus on these five.
If your website traffic is up week over week and month over month, then your website and your inbound marketing effort is contributing to your business goal: getting found. That means when people search for related terms, they are finding your business. They are finding your business on other sites and clicking over. They are finding your business on LinkedIn, Facebook, Twitter or YouTube and clicking over. Your email efforts are working well and those emails are driving people back to your site. People are typing in your URL and getting directly to your home page. All of this is good.
But if traffic is up and leads are down, then when they get to your site, they are NOT converting into leads. You need to fix this immediately. Here are a few adjustments to consider:
Your website messaging might not be connecting with them emotionally. This means new visitors might not see how you help them. Your messaging might be too complicated. After all, you only get 10 seconds to connect with a new visitor and convince them to stick around.
You might not have enough CTAs (calls-to-action) or these CTAs might not be graphically engaging. This means people are visiting your site, clicking around, but never converting into leads.
You might not have enough educational content. People visiting your site are looking for information. Not features and benefits, but educational content that helps them make a smart, safe purchase decision. If you don’t have any content or you don’t have enough relevant content, people will leave without converting into a lead.
You might need new educational content. If you have had the same content for the past few months, it might be time for new stuff. In fact, you should consider a content plan that puts new eBooks, whitepapers, tip guides, videos, slideshows or infographics on your site every single month.
Your educational content and your CTA buttons might not be visible enough or prominent enough on your pages to grab a visitor’s attention. Sometimes all it takes is to move a button around on your home page.
Finally, try NOT to look at your website as an electronic brochure that you update every few years. It would be better and more productive for you to look at your website as a giant experiment that requires tweaks, adjustments, modifications, additions and subtractions every single week.
Treating your site like an experiment requires that you know your key performance metrics (KPIs) from the start. Let the experiment run for a reasonable amount of time, review the KPIs again and see if your efforts drove improvement or not. If you did, sweet! Try something that impacts performance in a different area next. If you weren’t able to drive improvement, stay with that focus and try another adjustment.
This process ensures that you are constantly adjusting the performance of your inbound marketing program and, most importantly, it literally guarantees that you will see improvements week over week and month over month.
Start Today Tip – Take a look at your stats. Are you experiencing increased traffic but decreased leads? If so, consider starting an experiment. The easiest adjustment to make is to add a new piece of educational content with a new CTA button and dedicated landing page. If that works, nice job! If not, then move onto one of the other recommended adjustments above. After a few weeks you will have fixed the problem and leads will be back up.
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