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How To Increase Conversion Rates By Applying Inbound Marketing Offers On Your Website

By Experience Mapping Your Prospects' Visits To Your Website, Inbound Marketing Holds The Key To Increased Conversions

Pop quiz! If you’re getting 2,000 visitors a month to your website, how many leads should you be getting from this number of visitors? Research shows that typical site-wide conversion rates range between 1% and 3% of total visitors. So a site with 2,000 visitors should be producing between 20 and 60 leads a month.

But those numbers are simple industry averages. We have clients today that get 5% to 9% site-wide conversion rates and I’m sure some sites out there have even higher numbers. The purpose of this blog article today is to understand your current site-wide conversion rate and then start making changes to increase it.

Conversion rate improvements can have a dramatic impact on your top, middle and bottom of the funnel. To use our example above, the site with 2,000 visitors could go from 20 leads a month to 100 leads a month with just the application of a few inbound marketing tactics.

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Inbound Marketing Research: How Website Design Impacts Lead Gen

Inbound Marketing Optimization Is The Difference Between Leads And No Leads

Yesterday, I wrote about how inbound marketing publication rates impact conversion rates across your program. I also mentioned a variety of other factors that actually impact conversion rates even more than your publication schedule.

Today, I want to talk about the design, flow and stories associated with your website pages. With the way sites are designed today, this is a major factor in whether your pages turn visitors into leads or people who leave your website.

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What's Changed About Inbound Marketing That You Don't Know

Inbound Marketing Changes That Drive Lead Generation 

It took 50 years for marketing to change, but the pace of change over the last 10 years has been lightning fast. That change has accelerated over the past few years, and today a month doesn’t go by at our inbound marketing agency without some changes to the way we deliver services to clients.

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3 Ways To Electrify Inbound Marketing With Conversion Optimization

Conversion Optimization Doubles The Results From Inbound Marketing

I’ve been pretty transparent with our excitement about conversion optimization and its impact on our ability to get leads for clients.

Since we started allotting time each month for optimizing our clients inbound marketing programs, we’ve seen site-wide conversion rate lifts of 50-300% for all clients with this service improvement.

The effect that this upgrade has had on lead generation and client results has been monumental. What had once amounted to nice results is now producing amazing results.

If you’re running an inbound marketing program for your company, you should be thinking about how you can add this type of tactic to it.

(By the way, I’ve added a fourth BONUS recommendation – my gift to you today.)

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Inbound Marketing Teaches You To Think Differently About Website Design

You Should Be Working On Your Website Every Single Day

Do me a favor: Open up your browser, type in any search term and click on the first few websites that show up. If you’re lucky, you’ll see websites that look different to you than the ones you saw a few years ago. Hopefully, these new, longer, story-formatted websites look like your own site. If not, you have some work to do.

Today, our websites are dramatically different than the ones we did even 12 months ago. We used to do short-page sites (to fit in the laptop window) with a lot of copy. Each page had a similar design, and navigation was extensive because it had to help visitors get around the many site pages.

Now, you see long pages that scroll down the screen. There is no concept of the fold or what would fit into a browser’s window. And since people are viewing websites on their phone and tablet, the pages need to work well in those formats, too.

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Conversion Rate Optimization: 5 Page Elements To Test

Whether your goal is motivating your visitors to request a consultation, download a free piece of content or just getting them to go through a checkout process, increasing your website’s conversion rate is crucial to fine-tuning your inbound marketing strategy and boosting revenue.

Conversion rate optimization (CRO) is the process of analyzing the performance of your website and landing pages, then making changes that cause your visitors to take your desired action. Conducting A/B tests gives you the information necessary to understand what on-page strategies work best for your prospects.

Here are five page elements for you to test to determine the best ways to convert your website visitors into leads and customers.

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5 Mistakes Sabotaging Your Conversion Optimization Efforts

The end goal of your inbound marketing campaign is to increase revenue.

Sure, it takes patience and you need to avoid hard-sell tactics at all costs. But, when it comes down to it, all the strategy, educational content, blogging and careful focus on the buyer journey needs to result in money for your business.

If you’ve been practicing inbound marketing for several months and you’re not seeing an increase in revenue, there might be a silent saboteur on your website, preventing your visitors from becoming leads and your leads from becoming customers: crucial landing page errors. If this is the case, you need to dedicate some resources to conversion optimization.

As I mentioned last week, the first rule of conversion optimization is to not assume that what worked for another company is going to work for yours. However, there are a few critical mistakes you might be making on your landing pages that lead to low conversion rates.

Look out for these five mistakes that are silently sabotaging your conversion optimization efforts.

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CRO And SEO Are Both Critical To Inbound Marketing Success

CRO, CMS, CTA, PPC, SEO … sometimes the marketing world seems like a nonstop barrage of acronyms and buzzwords. If you’re not reading marketing blogs like this one every day, it’s easy to feel a little lost.

Too many people get overwhelmed by this and make the mistake of just learning the latest trendy acronym, shifting all of their marketing efforts to it and ignoring everything else.

Lately, people are buzzing about conversion rate optimization (CRO), which is a strategy centered around adjusting website content in order to increase the percentage of leads converted on any given page. It’s a good strategy, a great one even.

However, you don’t want to shift all of your efforts away from other approaches such as search engine optimization (SEO) and inbound marketing in favor of conversion optimization. In fact, both SEO and CRO are actually just essential parts of a comprehensive inbound marketing strategy. To get the best outcomes, you need to make these approaches work together.

Here are a few ways to integrate CRO and SEO into your inbound marketing campaign.

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The 3 Unbreakable Rules Of Conversion Optimization

Once your inbound marketing campaign is in full swing, you may become a little obsessed with checking your metrics. If you’re executing a thoughtful keyword strategy to boost your search engine optimization (SEO) efforts and blogging regularly, you’re probably noticing a significant increase in your website visitors.  

But are you seeing a corresponding increase in revenue? If not, you may need to get serious about conversion optimization.

Conversion optimization, also known as conversion rate optimization or CRO, is the practice of making changes to your website pages and landing pages to increase conversions on your site. Your conversion rate is the number of visitors to your site divided by the number of those visitors who take a necessary action to move them along their buyer journey.

Since conversion optimization is directly tied to revenue, it’s an increasingly popular tactic. If you’re looking to get started optimizing your site for conversions, follow these three rules.

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Growth-Driven Design Might Be The Secret Sauce For Inbound Marketing

There are many elements of a successful inbound marketing program. One of the more important ones is ongoing website optimization.

This type of work goes by a number of different names. "Growth-driven design" is what HubSpot’s been calling it. We’ve always referred to it as "conversion optimization," while other people may call it "CRO" or "conversion rate optimization."

Regardless of what name it gets, this work (if done properly) has a major impact on the results we generate for clients. In fact, I think it’s one of the secrets to getting an inbound program to meet – and dramatically exceed – performance expectations.

Here are a few ways you can add growth-driven design and a more thought-out conversion strategy to your inbound marketing effort.

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