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Conversion Rate Optimization 101: How To Start A CRO Project

Driving Leads, Sales Opportunities And Revenue Is An Outcome You Should Expect

You’re getting nice increases in visitors to your website, but your website is only producing a steady 1% site-wide conversion rate. That’s not horrible, but it’s definitely on the low side of average. Average site-wide conversion rates run between 1% and 3%, with top-performing sites doing upward of 8% to 9% across all pages.

If leads, sales opportunities and revenue are goals of your program (and they should be), ratcheting up your website conversion rate with a conversion rate optimization (CRO) project should be at the top of your to-do list. In essence, you’re taking a company asset (your website) and the visitors coming to your website, and you’re optimizing the performance to produce more revenue.

However, CRO projects are tricky, and if you go into one without experience, a plan and a solid strategy, you could find yourself spinning your wheels and wasting both time and money.

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Inbound Marketing and Demand Generation Turn Websites Into Revenue Machines

Optimizing Your Website To Generate High Quality Leads Requires Monthly Care And Feeding

Regardless of your approach to marketing – inbound marketing or demand generation – your website has one mission: to generate leads. It should create high quality leads that turn into sales opportunities, and ultimately into new customers and revenue.

The best way to do this is to constantly optimize your website based on its own performance data and your company’s goals. Here are 21 website optimization techniques to drive leads and revenue growth. We’ve bundled the techniques into some functional areas for your reading pleasure. Let’s get started.

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How Revenue Playbooks Drive Leads, New Customers And Revenue Growth

Both Marketing And Sales Teams Need Playbooks, Like Offense And Defense On A Football Team

I want you to think about a pro football team for just a few minutes. It won’t matter whether you’re a fan or not. On average, a team runs around 60 plays a game, which means the defense is also on the field to defend around 60 plays a game. Each team fields 11 players for each of those plays and during those plays each of the 11 players has a responsibility to execute a very specific task.

What does this have to do with revenue growth? The similarity is the complexity of the overall mission. In football, players are executing a series of plays in a coordinated manner with a diverse set of people, and the mission is to move the ball into the end zone. When you think about it, it sounds a lot like sales and marketing. You’re executing a series of sales and marketing tactics in a coordinated manner so that the prospect is moved through the funnel while leveraging a diverse set of sales and marketing team members until revenue is generated.

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5 Landing Page Experiments For Today To Drive Demand Generation Tomorrow

Inbound Marketing Is All About Testing, Experimentation And Optimization

As the chief revenue scientist at Square 2 Marketing, I’m constantly experimenting on our own marketing, sales and revenue generation. Currently, we’re in the process of experimenting with new dashboard technology, elevating our sales process experience and adjusting delivery confirmation all with one single mission in mind — drive additional revenue for our clients.

Along the way we’ve collected an encyclopedia of tests and demand generation experiments that have produced positive results, and we regularly roll those out for our clients. We want companies working with us to benefit from the rich and extensive experiences we have getting results for our clients. Why recreate the wheel when we already know how to adjust and optimize marketing programs to drive increases in leads, new customers and revenue?

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Why A Stocked Resources Page Might Not Produce Inbound Marketing Leads

Your Prospects Don’t Want To Do The Work, So Make Sure Your Content Marketing Strategy Doesnt Ask Them To

This is probably going to sound ridiculous, but bear with me, because its relevant to this topic. When I go to the supermarket, I don’t want to bag my own groceries and I don’t want to have to return my cart to the store. I have a job, and I don’t want to work at the supermarket, too.

This applies to the content on your inbound marketing website. I’ve noticed a trend at other agencies and with clients that are asking for and creating these large repositories of content called resources. Here, they very cleverly package up all of their content in nice categories for visitors to self-serve and select exactly what they want.

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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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CRO: 6 Hot-Off-The-Grill Inbound Marketing Tricks To Drive Lead Gen

Inbound Marketing Is 100% Quantifiable, And CRO Delivers Leads

If getting leads for your sales team is your thing – and it should be – then inbound marketing demands a focus on conversion rate optimization (CRO). The bad news: CRO is a specialized skill set. It takes years of experience to know exactly what to do, when to do it and how to do it.

But not to worry: Inbound marketing, when executed properly, comes along with a built-in CRO component that we call the optimize phase of our engagement. During this phase, you want your inbound marketing team to be spending at least 10%-30% of their time (and budget) on improving your lead generation.

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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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