How effective is your Inbound Marketing program? If youâ€™re seeing a rise in your site visits, but not conversions, then youâ€™re not alone. Here are some quick tips across your entire online operation for analyzing your data and boosting your conversions.
1. Heat Maps
The first step in website optimization is to understand the effectiveness of your Calls-To-Action (CTAs). There is no information better than real user data. And to capture and analyze real user data on your website, there is no better method than heat maps.
Tools such as Hotjar allow you to record user interaction on your website, showing you where your visitors are clicking, where theyâ€™re not clicking, how far down the page theyâ€™re scrolling, etc. This information is invaluable when optimizing your website UX and improving your conversion rates.
2. Optimize for Mobile
Most of the site-building platforms these days offer responsiveness for all devices and screen sizes â€“ but that does notÂ mean that itâ€™s optimized for conversions. This is where heat maps come in handy again.
In the example above, 96% of traffic visited this landing page on a mobile device.Â The heat map showed that nearly 50% of mobile visitors clicked on the image of the book, so we made it an anchor link to the form below. Any click on the book would take the user straight to the bottom of the page so they could quickly submit the form and receive the free eBook. We also added a â€œDownload Nowâ€ button as another anchor link at the top of the page, which, again, sent users to the form at the bottom. And it drastically increased the conversion rate.
3. Slide-In CTAs
Isnâ€™t just about repeating visitors, creatingÂ static CTAs and banners on web pagesÂ in turn increasesÂ user experience. We triedÂ Slide-In CTAs, which are the elegant, useful version of the pop-up ad. To maximize the effect of slide-in CTAs, the offer should be clear, concise, and related to the information on the page to which it is attached.
By executing your own slide-in CTA strategy, your conversions are likely to see a noticeable increase. HubSpot has a helpful tutorial on how to add a slide-in CTA with HTML.
4. Optimize Marketing Emails
As with all aspects of Inbound Marketing, the keys to success lie within relevance and personalization. With emails, especially, personalization is paramount.Â Of course, none of us have the time to write an actual personalized email to everybody on our marketing list. Thankfully, there are several checkpoints to ensure that your emails are as personalized, relevant, and compelling as possible.
In email marketing, half the battle is getting the recipient to just open the email. A clear, attention-grabbing subject line that effectively conveys relevant value is much more likely to be opened than ignored. Use actionable language such as â€œget your freeâ€ or â€œdownload now.â€
Your marketing emails should not be coming from firstname.lastname@example.org. Instead, use an actual team memberâ€™s mail â€“ ideally the team member that will handle the contacts as they continue to move down the sales funnel.
Congratulations, theyâ€™ve opened your email! The other half of the battle is to get them to click a link taking them back to your website. This can be a CTA to a gated content, or it can be a link to a relevant blog post, which should have a CTA as well.
Begin the email by addressing the recipient by his or her first name – use a personalization token; a personal touch can go a long way. Keep the email copy relevant, direct and as short as possible. Most people donâ€™t have time to read a long-winded email, so keep that in mind.
Most contacts on your email list are currently in your sales funnel, so itâ€™s important to include next-stage CTAs in your communication with them.Â If your list is comprised of leads that converted on a consideration-stage offer, then include a CTA for the decision stage of theÂ Buyerâ€™s Journey.
5. Optimize Thank You Pages
This one is often overlooked because the conversion has already happened. But even after an anonymous visitor has converted to a known lead, itâ€™s important to continue nurturing them.
On the Thank You Page include navigation links that lead into your website. Additionally, include a next-stage offer to continue moving the contact through the sales funnel. But remember to remove the social sharing links, you donâ€™t want people sharing the non-gated content page.
Dave Smith is theÂ Chief Value Officer (CVO) at Cherry