Inbound - The Blog: The Secrets Behind Click To Close

 

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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Star Wars-Inspired Inbound Marketing Conversion Strategy: Meet CTA3PO

How A Three-Option Call-To-Action Button Might Transform Inbound Marketing Conversion Strategy

I want to preface this blog article with a disclaimer: This is an untested idea.

I often share my thoughts and theories in this blog, allowing readers to take the ideas and do with them what they want. It's one of the advantages of being a subscriber and being part of the progressive inbound marketing community.

This is one of those articles. So, if youre expecting a ton of research data, you’re going to have to wait a few more months.

Instead, here’s an idea that could change the way we manage conversions across all website properties. Its simple: Why give people only one option when presented with a chance to convert?

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Inbound Marketing Got Us Thinking: Would A Game Increase MOFU Leads?

Creative Inbound Marketing Tactics Increase Conversions By Almost 100%

Middle-of-the-funnel (Consideration Stage) offers are some of the most challenging. Content like whitepapers and e-books work great for top-of-the-funnel, research-based awareness campaigns, but when you start looking for people to give you more details and engage with consideration questions, the job gets tougher.

I’d argue that even bottom-of-the-funnel (Decision-Making Stage) offers are easier. Free consultations, assessments, website reviews, marketing evaluations and even lead goal reviews are all solid, proven-to-convert offers.

The middle of the funnel is challenging. Yes, you can offer webinars or grader tools, but we’ve seen these work sporadically and not consistently enough for us to feel comfortable in every scenario. So, that got us thinking: What if our conversion strategy included an ability to gamify the middle of the funnel?

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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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