Inbound - The Blog: The Secrets Behind Click To Close


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.



3 Ways To Use Heat Mapping Analytics To Improve Your Company Website

Editor's Note: Mike is off blog duty this week. We'll be featuring blog posts authored by a few other members of the Square 2 Marketing team. Happy reading!

One of the coolest inbound marketing analytics tools out there right now is heat mapping. Heat mapping analytics give savvy inbound marketers access to a whole new layer of visualized data from which to optimize landing pages and other website assets.

HotJar, a popular heat mapping tool, explains it this way: “heat maps help you to understand what users want, care about and interact with on your website by visually representing their clicks, taps and scrolling behavior.”

Since search engines are giving increasing weight to user behavior metrics, heat mapping, which visualizes a user’s behavior patterns, is an extremely useful tool for skilled inbound marketers to leverage.

Read below to learn how to utilize the power of heat mapping analytics to maximize the performance of your company website.



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.



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.



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.



Good Clicks, Bad Clicks & The Fallacy Of CRO Best Practices

How often do you analyze the performance of your landing pages and find that traffic has increased, but not leads? Any time you see this occurring and try to correct it, you’re actively engaging in conversion rate optimization(CRO).

Our friends at HubSpot use this definition for CRO: Conversion rate optimizationis “the process of creating an experience for your website visitors that'll convert them into customers.”