When people think about conversion optimization, they likely think about going back and forth between different color schemes while A/B testing, but there are actually much simpler and more effective ways to make sure you are optimizing for conversions. If you’re not doing these things, then it’s time to start.
Conversion optimization is not just for your website. Just about everything you do in your online marketing strategy can be focused on conversions. This means…
- When you’re performing keyword research for your website pages and blog content, don’t just aim for the keywords with the most traffic. Aim for the keywords that will bring your ideal customers to your website from search.
- When you’re looking for link building opportunities for your website, don’t just look at domain authority. Look at websites your ideal customers frequent often and make sure your link is placed on pages that those visitors will see.
- When you’re setting up an ad campaign on Facebook to promote your store, don’t target it to the largest audience possible. Target it to a defined audience that matches your ideal customers.
- When you’re updating your social media page bios and about information, write them in a way that will make your ideal customers click through to your store.
- When you’re creating your next newsletter, make sure the content and the links are specifically geared towards—you guessed it—your ideal customers. Make sure everything in the newsletter will make the readers think about why they need your products and services.
Every online marketing strategy can be geared towards conversions. All you have to do is identify your ideal customers and make sure every strategy you use is aimed for them.
Highly Targeted Landing Pages
There are two ways to create targeted landing pages. If you sell multiple products and services, you will want to identify which of those generate the most revenue for your business and create landing pages specifically for them. Apple’s iPod page is a good example of focusing in on a specific product that generates lots of revenue for their business.
If you sell one product or service, you’ll want to identify which industries lead generate the most revenue and create landing pages for your product aimed for those industries. Crushpath, a lead generation tool, has landing pages for their service targeted to copywriters, personal fitness trainers, comedians, photographers, and other professionals.
These landing pages will be devoted to one product, service, or industry that can be used in highly targeted marketing campaigns. For example, if Crushpath were…
- Running a Google AdWords ad targeting lead generation for copywriters, they would use the landing page for copywriters.
- On a Q&A site or forum and saw a copywriter asking how they could get more leads to their business, they would share the same landing page for copywriters.
- Writing a blog post on Copyblogger about copywriting, they would include a link in their author bio to the landing page for copywriters.
Effectively, these landing pages would give you the ability to increase conversions with specific audiences who are looking for specific products and services. The more customized the landing page and targeted the audience, the higher the potential for conversions.
The Less is More Approach
One important factor with landing pages, sales pages, and lead generation pages (as can be seen in the examples above) is the focus on one specific thing. The more options you give a person on the page, the more likely their attention will be taken away from the conversion goal, whether it’s signing up for a free trial, making a purchase, or entering their contact information.
This is why landing pages are single column and lacking a sidebar with latest pieces of content, social media profile links, and other widgets. This is why online stores (like the one above from Bigcommerce client Collared Greens) typically show a product and then only related products or product categories in the sidebar. On critical conversion pages, you only want the person to be able to do one thing: convert. With that said…
Backup Conversion Goals
One thing you may notice in the footer of the online store above is multiple ways to connect with the store via social media and email. These are what I like to call backup conversion goals.
No matter how much we want all of our visitors to buy from us immediately, the truth is, many people are not ready to do so. But just because they aren’t ready to buy doesn’t mean you want to lose them forever. The backup conversion goal is one that allows you to get your potential customer to connect with you so they don’t forget your business.
Capturing their email is best as you can tap directly into their inbox with additional promotions and offers using conversion-focused marketing messages. But just in case someone is not willing to drop in their email, you’d still rather have them as a Facebook fan than not have them connect at all.
Last, but not least, is conversion tracking. You need a way to figure out what online marketing strategies and which landing pages are leading to conversions. Google Analytics makes this easy to find out by using the destination goal type. Effectively, you will set up a goal that says when a visitor lands on a specific URL, they have completed a goal. This URL can be…
- The thank you page visitors land upon when they submit their information in a lead generation form.
- The order confirmation page visitors land upon when they complete a purchase.
- The confirmation page visitors land upon when they submit their email address to your mailing list.
To set up a Google Analytics destination goal, you will go to your website’s profile on Google Analytics, click on the Admin menu at the top of the page, and then click on Goals. Then you would set up your goal similarly to this.
This effectively tracks visitors who land on a “thanks for joining” page. Optionally, it also tracks other pages in the sales funnel, including the registration page. The latter is good for businesses with shopping carts that want to see where people may be abandoning their purchases so they can optimize those parts of the process to keep their customer in the buying process.
Now Start Optimizing
Every bit of conversion optimization will help your business’s bottom line in a big way. Don’t feel like you have to do everything – just make the changes you can here and there, create the landing pages as you go along, and slowly build up to a fully conversion-optimized online presence!
Photo by JOÃO PACHECO used under Creative Commons.