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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 Use Content Marketing To Turn Inbound Marketing Visitors Into Leads

Want More Leads? Publish The Right Types Of Content — It’s That Simple

Every so often I look back at what I’ve written about to make sure I’m creating a highly educational and helpful platform for people to learn about inbound marketing, demand generation and revenue acceleration.

I recently noticed that while I’ve mentioned the techniques we use to turn website visitors into leads in a couple of articles, it’s been over a year since I focused an entire article on the conversion strategy methodology that consistently produces results. A year in marketing time is like 10 years in regular time. Our practice area is changing so quickly that what we did last month is rarely what we’re doing this month.

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How To Create Better Bottom-Of-The-Funnel Offers To Drive More Inbound Leads

It’s Time To Graduate From Demos, Free Trials And Contact Us Offers

Leads! They are the lifeblood of any good inbound marketing program and every company wants more leads. Unfortunately, if online lead generation was easy, more people would be proficient at generating them. Instead, you have a lot of people searching for the right combination of marketing program tactics to create a scalable, repeatable and predictable lead-generation effort.

There is good news. Over the past couple of years, we’ve applied enough testing, experimentation and program optimization to know exactly what you need to do to drive website conversions and sales-ready leads. The trick comes in the execution.

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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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Why Your Website Isn't Generating Leads And How Inbound Marketing Can Fix It

Your Website Has ONLY ONE Goal — To Generate Leads

If you’re still thinking about your website like it’s an online brochure for your company, it’s time to start thinking differently. The only goal of marketing is to generate leads. The only goal of sales is to convert those leads into new customer revenue. If your website is a marketing tool, then the website needs to generate leads, too.

With that out of the way, let’s look objectively at your website strategy. Does it produce leads day in and day out? If the answer is "no," you have an issue that needs immediate attention. Your website should be turning between 1% and 3% of total visitors into leads. That’s industry average, but we have clients that see 5%, 7% and even almost 9% site-wide conversion rates. But I digress.

If your site is getting 1,000 visitors a month, you should expect between 10 and 30 leads a month. If you’re not getting this type of performance, you need to look into it.

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Are You Optimizing Your Most Critical Conversion Point?

Don’t Underestimate The Significance Of Your Headline

It’s easy to minimize the importance of your headline. For whatever reason, even the savvy content marketer sometimes fails to grasp its complete significance.

It’s not simply a title – it’s a critical conversion point. In fact, it’s your most critical conversion point.

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How To Prioritize Your Next Conversion Optimization Project

Conversion optimization requires a different approach than the other phases of inbound marketing. For conversion optimization to work as designed, you need to have a team that is intimate with your key performance metrics. You need a team that has access to all resources required to make any change, at any time, in any area of the engagement tactics, and you need a structure that allows the team to estimate and prioritize the time required to deliver the adjustments.

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How Inbound Marketing Drives Website Conversion Rates Through The Roof

Hint: It Actually Has Nothing To Do With Your Website

I know, surprising, right? Everyone thinks that conversion rates are all about the website, but when all our testing and experiments wrapped up, we learned that conversion rates have very little to do with website design. We found that content offers, marketing messaging and stories had more to do with conversion rates than the actual design of your site.

Don’t misinterpret what I’m saying. If you have a horribly designed website with landing pages that are awful, you’re going to have a very low or potentially non-existent conversion rate. What I'm saying is that today a lot of sites look similar and are well-designed. Landing pages have been scientifically engineered to eliminate friction and most pages we see deploy many of the best practices.

However, if new visitors land on your site and can’t understand what you do in less than 10 seconds, if the site doesn’t “speak to them,” if it doesn’t draw them in with offers that educate them and they don’t quickly see stories they can relate to, then they're going to leave no matter how well-designed the site is. In that case, the bottom line is you’ll come up short on your conversion rate and lead goal objectives.

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You Won't Rank For Keywords If You Can't Convert Your Landing Pages

How Inbound Marketing Connects Search And Conversion

No one knows exactly how the Google search algorithms work, but we know Google improves rankings for pages that deliver value. We’re also pretty sure that if your page delivers a conversion, Google views that as a mark of the page's value for the visitor. 

This means search engine optimization has a new paradigm, one that includes conversion strategy. No longer is it enough to deliver a page with the right URL, the right copy, the right tags and the right descriptions. Today, if you want to rank for keywords, you have to ensure you convert your landing pages too.

Here are a few upgrades you can make to your landing pages today to improve your rankings tomorrow.

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