Marketing automation 101

Marketing automation by Seomphony - Photo by Jani Brumat

What is marketing automation?

Marketing Automation is about automating marketing actions through software.

Repetitive tasks such as emails, social media, and other website actions have already been automated by many marketing departments. The technology of marketing automation is a great way to make these tasks more simple.

Since the advent of social media, it has been virtually impossible for marketers to be constantly productive to providing services for over 200 networks and billions of users worldwide. Things have simply spiraled out of control.

It’s a full-time job that takes time and energy trying to maintain one social network.

How do you keep up with your Twitter, Facebook, Instagram and other social media networks, all at once?

The answer to curbing and solving this global issue is “Marketing Automation”!

In this post we’ll show you what marketing automation is. You will also get to know how to get it started and grow your followership, traffic and leads on autopilot.

The first step to take right now is to look at what marketing automation really means.

Definition of marketing automation

Some say marketing automation is same as tactics, others speak of marketing automation software, while some more call it a subset of customer relationship management.

We keep it simple. Looking at the term “Marketing Automation”, you must have guessed what it means: you automate your marketing.

Automation requires technology and that is a key part of the process.

Therefore, in all simplicity, here’s how we can define marketing automation:

Marketing automation is the process of using software and technology to optimize, automate and measure repetitive online marketing tasks.

A very simple definition if you ask us. A task that occurs and reoccurs should alert you that there is a way to automate it.

This will allow optimization of tasks done and also create a way to measure the performance of the task continuously.

Marketing automation has a single and unique goal: make you a better marketer, by allowing you spend more time on important tasks.

Marketing automation overview

Three big areas of online marketing can be automated to a certain extent.

Email Marketing

Email Marketing is the first. Events can be triggered when you use software to automatically have certain emails sent through opting for a sign-up form. One way to automate your mails is through delivery, distribution is another.

Your email list can also be segmented automatically depending on who opted in and from where. Finally, another great way to automate sales with email is through autoresponders.

Useful links:

Social Media

Secondly, there’s social media. Currently, there are hundreds of third-party software tools that allow you to automate distributing across other social media platforms. Your social media growth can also be automated by automatically engaging with followers and leads.

Check these posts for more information about social media automation:

Landing pages

Landing pages is the third big sector of automation. Once, it took really long time to code them manually through HTML and CSS. It is different now as you can use templates and copy the same designs over and over again.

The Copy of your landing pages to some extent can be automated with the help of A/B testing.

If you want to learn more about automating landing pages, check these useful resources:

The Dos and Don’ts of Marketing Automation

We have completed and have also given a detailed explanation of what marketing automation is. We want to give you a few tips to help guide you as you think about implementing a new platform into your process. We will outline what you should and should not be doing with your marketing automation.

DON’T just automate your current process without revisiting your goals

Since marketing automation makes lives easier for marketers, the first step to take when you integrate this into your strategy is to automate everything you already do. Even though it looks easy and is the right thing to do, revisit your goals before you get started.

The above is stated so as to prevent us allowing marketing automation lead us into executing strategies that doesn’t make sense to our customers or prospects. We don’t want to return to the ways of not listening to our customers’ needs or what they are asking of us.

DO integrate marketing automation with your inbound marketing strategy

Providing valuable content that aligns with your customer’s needs and interests is known as inbound. You shouldn’t change this when you start using marketing automation. Instead, this should enhance communication that will lead to providing contents needed and at the exact time it is needed.

DON’T just broadcast or blast general messages

General and broad messages tend to get marked as spam or deleted when it is not relevant. Avoid this when using marketing automation.

DO send highly-targeted and specific content to a narrowed audience

Always provide content that people are looking for. This can be achieved when you put yourself in the customer’s shoes. It doesn’t “taste nice in the mouth” when after downloading and reading a content related to what you asked for and loving it, you suddenly get another email that is totally unrelated and of a different topic from what you just read. You end up buy from another company that sets a chain of the topic you are interested in. With marketing automation, you can do exactly this.

DON’T forget your customers

It is sheer hard work to sell new business and close contracts. This has pushed companies into focusing on generating new revenue thereby forgetting their old customers. This group of people already have an affinity to what the company is selling and most likely want to buy more.

DO keep your current customers happy and returning for more by setting up customer engagement campaigns

It isn’t about the money but this remains the truth: it’s much easier to sell to someone that has purchased from you before. Keeping your customers engaged with content marketing is an essential piece of growing your company. Make sure you keep Building and nurturing these relationships by sending segmented contents specific for your customers that will educate and encourage them to keep coming back to your company for tough leadership and expertise.

Conclusion

Once your traffic passes a certain point, it is almost impossible to talk to all your customers personally. Accept this as the truth.

Marketing automation used in an ethical and good way enables you to build great relationships that you can continue in person later, and provide value to more people.

Don’t abuse this by sending spam emails. Your customer will see through this scam, right away.

Let your customers follow a constant stream of value by using this marketing automation guide on what you don’t have time for.

The single, pressing question is this: what’s the first thing you will automate?

Let us know in the comments below.

——-

“Marketing automation 101” is an article in our “Advanced techniques” series.

How to generate leads in the digital space?

Seomphony - Leads - Photo by Spencer Imbrock

When you have a business, you need to manage your digital presence. You may exist on different channels for different purposes, but the most important purpose of the digital presence is lead generation.

A website not designed to generate leads is waste.

So are social media posts that do not direct traffic to your website.

So is web analytics, if it’s not measuring whether your sales funnel is performing.

This article is written to give you an overview of lead generation methods in modern digital space.

Your Website

Carefully thought out design

How often have we all visited a website that is all over the place?

It is a proven fact that by having a simple, clear and concise blog and site design you are way more likely to generate more leads.

So, take a good look over what you have and be sure to remove any unnecessary clutter from your site, and only include exactly what you need. A full SEO audit will help you determine this.

Sales pages

Your website is your digital storefront.

If it’s not displaying your products and services in a way that minimizes the journey from becoming aware to deciding to buy from you, it’s not doing its job properly.

Clear product and service offerings help. SEO helps to make the offer pages clear.

Landing pages

Landing pages are specific pages that you publish for the purpose of making special offers, targeting specific customer groups and gathering more information through them for your CRM.

They should be hidden from the site normal navigation and only be pointed to from social media posts and advertisements that guide the right kind of traffic to them.

Want to learn how to set up one? Kissmetrics has a great guide for beginners.

Blog

Blogging can and will play a huge role in your overall business growth.

You should start a blog if

  1. you have the capacity to produce content regularly. Weekly, bi-weekly, once a month, does not matter, but it has to be regular,
  2. or: you are able to decide what are some fundamental topics in your industry that should be discussed, and build a library of a dozen articles that you continually improve.
  3. Third, you know how to deconstruct expertise into 500-2000 word articles. Today, people look for information, instructions, how-to type of articles and testimonials about products and services. If you blog about how great and innovative you are, it’s not helping anyone. If you help people understand your industry and your products and services, you have a chance to attract customers with blogging.

In this post, Steve Napier, a veteran SEO consultant explains how creating more content for your blog will lead to an increase in sales. But how do you actually generate more leads using your blog?

There are a few different ways that you can do this.

Keywords

Having spent valuable time writing your content will mean nothing if you don’t actually include any of the keywords that people are actively searching for.

Google actually offers a wide range of tools to help you ensure you are using hot keywords. Be sure to check out Google Trends and Google Keyword Planner to make sure you pack your content to the rafters with relevant keywords. If you rank on Google for these keywords, people who search them will land on your articles. If done correctly and consistently, this will help you drive a lot of traffic that you can later convert into leads.

Here are a few guides that will help you perform keyword research for your blog:

How to Do Keyword Research for SEO: A Beginner’s Guide

How to do keyword research for beginners – MOZ

How To Perform Keyword Research For Your Blog

Quick and Simple SEO Keyword Research Tips for Bloggers

The Seomphony keyword research method

Call to action

I cannot stress enough how important it is to include a call to action button on every piece of content you create.

Without them, people will just simply read your content and move on.

A call to action will entice potential customers to dig deeper into what you have to offer.

Consider what it is that you are going to offer, is it some advice, or maybe a free tip.

Make this clear to people as inviting them to a call to action will be a truly effective way to generate great leads.

Useful resources

12 Ways You Can Turn Your Blog Into a Lead Generation Machine

How to Scale Your Lead Generation Through Blogging – Quick Sprout

6 Simple Tips to Turn Your Blog Into a Lead Generation Monster

How We Scale Lead Generation Through Blogging | Drift Blog

Social Media

Social media is a powerful marketing tool and if used correctly, it can generate many leads for your business.

If you are struggling to leverage results, you may want to consider these instructions:

Facebook lead generation

Facebook has released lead generation as an advertising objective, helping to greatly improve any campaigns that you may have running. This feature enables the gathering of helpful information from people who are interested in your company, and all of this can be done via the Facebook mobile app as well as at a desktop.

Information gathered this way can be great in helping you know where to target your efforts to get those all-important leads. Here’s a step by step guide by SocialMediaExaminer on how to create a Facebook lead generation campaign: How to Use Facebook Lead Ads

Buyable pins

Some social media platforms now allow users to make use of a feature called buyable pins.

The pins allow users to purchase your products directly through the social media app.

If a user likes what they see, they simply click on the buy it button and they are prompted to enter their personal as well as payment details just as they would with any other online purchase.

Facebook shop

Facebook is leading the way in increasing lead generation by offering a shop feature. This tool allows you to offer your products directly for sale via the Facebook app, which means users will not get directed away from Facebook should they show interest in your product, which can be highly frustrating.

Should this fit in with your needs then a shop is super easy to set up and really will give your customers a streamlined and fast process for buying your products.

Useful resources:

How To Generate Leads Through Social Media | Sprout Social

8 Simple Ways to Generate Leads With Social Media – Hootsuite Blog

7 Ways to Generate Leads on Social Media – Marketo Blog

16 Resources to Generate Leads With Social Media

How to Generate 58 Targeted Leads a Week from Social Media

Marketing Automation

If your company is already using some form of marketing automation process and this is not currently successful in generating leads for you, then read on as it certainly should be.

Drip campaign

Once you have successfully defined and separated out your various audience markets, you can effectively target them using an email drip campaign.

This method of marketing automation sees potential customers being emailed in a scheduled timeframe and allows you to spread information giving over a set time period hopefully ending in a crescendo of sales. If you opt for this method be sure to track responses to each individual email message to measure effectiveness.

A/B testing

A/B testing is a simple process of testing one advertising campaign against another to see which has more success, or in this case generates more leads.

Whether it be using slightly different wording in your call to action, or use completely different content altogether, A/B testing allows you to see successes or failures of certain campaigns in real time.

In selecting the correct tool for the job, you should be able to direct a portion of your potential customers to your secondary testing page to see how they fare against the current campaign. Going with the better performing campaign should, in turn, increase your lead generation.

Useful resources:

4 Ways to Generate Leads Using Marketing Automation (Infographic)

8 Ways to Use Marketing Automation to Generate Leads

How to Use Marketing Automation for Lead Gen

10 Reasons for Using Marketing Automation to Generate Leads

Cold Calling/Emailing

Cold calling and emailing are quite possibly the most dreaded methods for generating leads but done properly, you will be pleased to know that they can be extremely effective methods for generating those all-important leads.

With this method, you are able to contact potential customers directly and really put your best efforts into convincing them to make a sale. But before you jump in head first consider these points:

Write a script

If you are new to the whole cold-calling game, chances are as soon as the customer answers the phone you will freeze and completely fall over your words. It will make things a whole lot easier for you, and you will come across way more professional if you spend some time composing a script to follow during your phone calls. Be sure to include key messages and be clear and concise on what you have to offer.

Practice

Practice makes perfect, with a perfectly polished script you will be way more likely to generate those leads. Spend some time going over your script either alone or with a friend or colleague to ensure you are comfortable and at ease ready for the calling process ahead.

Research

Speaking to a potential new customer over the phone, or indeed by email, can lead to spontaneous small talk about their company or a barrage of questions. In researching your prospective new customers prior to contact, you can be sure to have all of their company information and current activity at hand should they throw you a curveball. Being prepared in this way will bring a greater element of trust and therefore improve lead generation possibilities.

Useful resources:

How to generate leads for b2b sales with cold emails | RightHello

5 cold email templates that will generate warm leads for your sales

And another 5 with templates

How to generate leads by cold emailing

8 Tips For Cold Calling And Emailing To Generate Leads And Sales

You can also outsource cold calling. To a virtual assistant company, for example

Nutshell’s “Ultimate guide to cold calling”

Analytics

If you spend a little time getting to grips with the system, tools like Google Analytics can be a key player in your lead generation plan.

Analytics tools are able to offer you a huge amount of data which in turn you can use to really target your efforts and analyze where your true sales potential lies. Key data to monitor in any tool that you choose should be your conversion rates.

Landing page conversion

Always keep a close eye on your landing page stats, these figures will allow you to see which of your landing pages are performing successfully and which are not. Having this important information at your fingertips allows you to make key decisions on which landing pages to carry on running and which to scrap.

Source conversion

Most lead generation campaigns will see you using various sources to obtain new customers. Whether you have campaigns on Facebook, Twitter or various blogs, using source conversion you are able to monitor which method is pulling in most interest. Knowing this will allow you to focus efforts on these areas with the hope to increase leads.

Useful resources:

How to Use Google Analytics to Generate Leads | Chron.com

5 Ways data analytics can help generate more leads

Using Google Analytics to Generate Leads and A Tool to Help

3 Best Ways to Generate Leads with Google Analytics

Generate Leads in 2018 by Using Google Analytics – Impinge Solutions

Offline lead generation

The good old offline lead generation is not dead.

One reason is that direct mail inbox is the least crowded inbox today.

But more importantly: in a digital world, standing out with something that people can actually touch can make all the difference.

Neville Medhora has tons of stuff in kopywritingkourse.com.

Followupboss also has a great lead generation list that includes some old school techniques.

Conclusion

So, whether you are new to the game, or are struggling with a certain aspect of lead generation, we hope you found these tips useful. It is safe to say, that whatever your situation, having a multi-channel lead generation plan is going to give you the best chances of succeeding in those all-important sales goals.

Want more?

Read Automizy’s article of 39+ actionable B2B lead generation ideas & examples

Link building is relationship building

Seomphony - Backlinks - Photo by Emre Karatas

Link building refers to the creation of backlinks = links pointing to your site from elsewhere on the internet.

Backlinks are a form of off-page SEO. Off-page SEO, in turn, refers to search engine optimization. SEO consists of building quality signals for Google to determine the relevance and quality of your website and its pages.

Those signals include links from other websites that point back to your website. People sharing your content on Facebook, Twitter, Google and other social networks also work as backlinks.

Indeed, even though this research has found that “backlinks no longer primarily determine search engine rankings”, a handful of quality backlinks will benefit your website much more than a thousand social shares.

What are backlinks?

Backlinks, also known as incoming links, are simply links from websites that point at your own website or web page from another website. Backlinks are used as quality signals by Google.

Google interprets a link from page A to page B as a vote, by page A, for page B.

The more votes (backlinks) your website/pages receive has a large influence on your website’s search engine ranking, popularity, and importance. However, not all backlinks are equal: some carry more weight than others.

Understanding Google PageRank

PageRank is Google’s link analysis algorithm, named after one of Google’s co-founders Larry Page. It assigns a numerical weighting (from 0 to 10) to pages on the web based on hundreds of different signals. Don’t confuse PageRank with your search ranking positions, it’s not the same. PageRank (PR) is simply a means of identifying a page’s relevance, quality, importance, and authority. The higher the PR number of a page, the more authority that page carries.

Backlinks from web pages with high PR, preferably higher than the PR of your own website are the most beneficial for your website. One backlink from a PR3 page is worth thousands of PR1 page backlinks. But often the higher the PR, the harder the links are to obtain.

Backlinks and anchor text

Anchor text is one of the most powerful SEO signals. It provides a message to Google regarding the content of a page. For example, if your website sells red widgets and the backlinks pointing at your website’s pages include red widgets’ in the anchor text, then this is a vote from another website that is independent to yours that says: “this website is all about red widgets”.

In turn, Google increases the visibility of your page in the search results, because if users are searching for red widgets, this is what Google wants to give them.

However, you should not abuse the use of anchor texts, because it will not improve your rankings. It would instead land your site with a penalty for trying to manipulate the search results.

When building links, it needs to look natural. The should be built, or they should look like having been built by people genuinely linking to your website, and not by you building them yourself or buying them.

For example: if one hundred people linked to your website about red widgets, it’s highly unlikely that they would all choose to use the same anchor text. Examples of anchor text used might include: “click here”, “cheap red widgets”, “Bob’s red widgets”, “awesome widgets” etc.

So, if you are building links, it is very important to use different anchor text for your backlinks.

Follow and nofollow backlinks

Adding “nofollow” to the links of pages that you link out to is like saying that you don’t want to give your vote to this page, although you are still happy to link to it. So if someone links to a page on your website but adds the “nofollow” attribute, then you will not benefit from this, at least not as much as you would if they left off the “nofollow” attribute which means it’s a dofollow link.

It is good to have a mix of both nofollow and dofollow backlinks. This looks a lot more natural than if all links were to be dofollow. However, the number of nofollow links that are pointing at your site are generally significantly lower than dofollow, often only 10% of total links.

How and where to obtain backlinks

If you follow Google’s advice to obtain backlinks, then they basically just say that if you create amazing content the backlinks will come automatically. This, however, is rarely the case, and you are going to have to go out there and build them yourself if you want your site to rank well.

Ideally, you will want to obtain backlinks from high-quality websites, and also websites that are in a similar niche to your own. But there are literally hundreds if not thousands of different places on the web where you can potentially get backlinks from, some of these include: other websites, blogs, forum profiles/signatures, directories, comments, social bookmarking, YouTube etc…

Anyway, you can search for page ranking services with this search.

Checking your competitors’ backlinks

One of the best ways to discover where to try and obtain backlinks from is directly from your competitors. You simply look at their own backlink profiles to see where they are getting their links from, then try to duplicate them for your own site.

There are a number of tools available that do exactly this for you, and a whole lot more. Majestic, Ahrefs and Moz’s Open Site Explorer are the big three. These are paid services, but they also provide a limited free version which can still prove very useful.

Build backlinks slowly and avoid spam

So, it’s important that everything looks as natural as possible when building backlinks. If you have a new website with a clean backlink profile and you build thousands of links in a very short time, this will raise a red flag or two with Google that may result in a penalty.

Also, you should never consider buying backlinks from people offering link building services. These will do your website more harm than good. If it’s very easy to obtain, then it’s unlikely going to be a good quality link. You should check every single link that you build, and always ensure that you have the possibility to update or remove the links if you need to in the future.

Keep track of backlinks

It’s important to keep track of the backlinks that you build because doing so will allow you to easily carry out a backlink audit if your rankings suddenly drop. You can then find the offending link and remove it. We recommend creating a spreadsheet that contains all of your links, including the date obtained, the PageRank of the page they are on, anchor text, and a contact to update or remove the link.

Actively monitoring your backlinks will also allow you to spot if your competitors are performing what’s called negative SEO. This is basically building lots of spammy links to your website that can potentially result in a penalty for you.

Finally, if you try to remove links that you believe are harming your site, but for whatever reason are unable to, then the Google disavow tool can be used to disavow these links.

Backlinks library: our top 10 articles

Why re-invent the wheel when there are so many great articles out there about backlink building? Check out these backlink building articles from the industry’s leading experts.

 

Basics

ahrefs.com/blog/link-building

Link building guide for beginners.

 

pointblankseo.com/link-building-strategies

The author claims this is the most complete list of link building tactics on the Web. It certainly is comprehensive and includes actionable items that you can execute right now as well as others that take several weeks to complete. A good guide to start off with.

 

blog.monitorbacklinks.com/seo/get-good-backlinks-website

A short guide to 6 ways to build backlinks

 

ahrefs.com/blog/get-backlinks

8 actionable ways to get backlinks by spying on your competitors

 

ameerrosic.com/ultimate-guide-how-to-get-quality-backlinks-the-smart-way-part-1

The first article in a series about actionable link building tactics

 

digitalbrandinginstitute.com/5-ways-to-gain-quality-backlinks-through-content-marketing

Five basic link building tactics

 

Advanced

moz.com/blog/weird-crazy-myths-about-link-building-in-seo-you-should-probably-ignore-whiteboard-friday

8 myths about link building, deconstructed

 

moz.com/blog/3-surprising-lessons-from-building-26000-links

Fractl combed through the 26000 links they built over the years and found out that high Domain Authority sites don’t necessarily attract a lot of social engagement, most sites don’t consistently use the same types of links and certain publisher verticals are more likely to feature a lot of visual assets.

 

viperchill.com/advanced-link-building and viperchill.com/link-building-2016

Two very long articles about link building, the smart way.

 

https://www.robbierichards.com/seo/13-killer-link-building-strategies

17 link building strategies

 

backlinko.com/backlinks-guide

Brian Dean’s “the most comprehensive guide to backlinks on the planet”

CRO i.e. how to maximize the performance of your content?

Seomphony - CRO - Photo by Noiseporn

Conversion Rate Optimization (CRO) is a set of tools and tactics to increase the probability of your site visitors turning into actual paying customers.

I say “probability”, because CRO does not guarantee 100% conversions.

Indeed, the current conversion rates are around 1-7% depending on the industry.

The Conversion Rate Optimization methods range from basic Search Engine Optimization to quality link building to figuring out what to optimize based on what your analytics tells you.

Also, you should know that CRO has been criticized.

And indeed, growing your online profits covers more than simply increasing the number of transactions.

You need to give equal emphasis to metrics that track the quality of those transactions.

But anyway.

What is “conversion”?

A conversion could be anything.

For a blogger, a single blog subscription could be considered a conversion.

For eCommerce, a conversion might be a sale, a monthly service subscription, newsletter sign-up, product carting, or even an event click.

You can test and increase your conversion rates with the so-called A/B testing, where you would, for example

  1. Create two different versions of a headline both pointing to the same article
  2. Share both headlines in social media around the same time
  3. Analyze which one got more attention
  4. And then modifying the article headline itself based on the winner.

You can find more A/B test ideas here

Some are taking this to the extreme and are testing every aspect of the digital presence, down to how different hues of red affect the rate at which a “Subscribe” button is pressed. And there’s more to it.

Two red buttons
Which one is better?

And sure, colors, words counts, content lengths, publication timings, media types can all be tested infinitely.

But does it matter?

It may if you are a huge eCommerce site with lots of traffic.

There, a single change may produce a noticeable change in customer behavior, because statistically, it’s just probable.

It may also matter if you are just about to launch a new site. At that stage, some items must be A/B tested while others may be left for later.

With the rest of us, with our few pages and a few dozen of blog posts, what matters?

Conversion Rate Optimization starts from your value proposition

With your limited resources, there are a few things that you should concentrate on in conversion rate optimization in the first place. According to the sensible LIFT model by WiderFunnel, the factors are

  1. Value proposition
  2. Relevance
  3. Clarity
  4. Urgency
  5. Anxiety
  6. Distractions

Out of these, your Value proposition is the element around which to build.

The other five factors either drive conversions or inhibit them.

Out of them, Relevance, Urgency, and Clarity improve conversion rates, while Anxiety and Distractions decrease them.

Let’s take a look at each.

Conversion Rate Optimization drivers

Value proposition

Your Value proposition is the vehicle that provides the means for optimization in the first place.

A good Value proposition is easy to read and understand and clearly tells what benefits your customer can get.

In your customer’s eyes, your Value proposition is a cost vs. benefits formula that the brain launches subconsciously and automatically when they encounter your marketing touchpoint, for example, a web page of yours.

If your Value proposition meets the above criteria, you make it easier for a potential buyer to figure out whether he should buy from you or from your competitors.

If it’s not clear, he will definitely go to your competitor.

Thus, before you can state your Value proposition clearly, it makes no sense to test red hues.

Case example: testing different value propositions for EA

Relevance

While the value proposition may be clear, it will not help if the wrong kind of people land on your site.

Thus, your page must, for example, use terms your visitor relate to and be consistent with the incoming link.

Also,

  1. the message must be right
  2. the target group must be right
  3. the timing of the message must be right.

Otherwise, your visitor will be disoriented and leave the page.

How to improve Relevance?

By making sure

  1. The right kind of visitors
  2. From the right kind of channels
  3. Arrive on the right landing pages.

To conclude, the marketing message, the landing page content and the visitor expectations must all match for the experience to be relevant.

Clarity

The conscious attention span of a modern human being may be seven seconds anymore, but even before that, within a just a few seconds, the brain takes in all that you have on your page, processes the information and outputs the result to your conscious mind.

The result is either “This is for me!” or “I’m outta here”.

To increase the former, increase Clarity.

Clarity consists of Design and Content.

Designing for Clarity creates a pleasant “eye-flow” (for example, by supporting our natural F-shaped pattern reading style). Content clarity ensures the images and text combine to minimize comprehension time.

Indeed, if you can’t tell within a few seconds

  1. what you are selling
  2. how it benefits the visitor
  3. who is the product or service targeted at

you will lose a part of your customers. They will leave your site and might never come back.

Thus, an immediately digestible headline, tagline, and visual image are important.

The same applies to the page Call To Action (e.g. the button that prompts to take action).

When the page is clear, the visitor

  1. Knows what he must pay attention to
  2. And what he needs to click in order to proceed

Thus, if you want to sell more, simplify the language, shorten the sentences and avoid difficult words.

Urgency

A sense of Urgency improves conversions.

Urgency, in turn, constitutes of two components: internal (or how the visitor is feeling at the time of arrival) and external (or what you can introduce during the visit to increase the sense of Urgency).

The latter includes

  • the tone of the presentation
  • offers valid until a specific day only
  • deadlines (for example a planned price increase in the near future)
  • limited availability of a product or service

With these, you can even out the demand for your products or services. The purpose of these is to make your visitor buy now because this might be his first and last visit to your site.

Conversion Rate Optimization inhibitors

Anxiety

Many arriving at your site may have desires to buy from you, but something prevents them.

That something is Anxiety or a fear of

  • the deal failing or other unexpected disappointment
  • the product underperforming or service underdelivering
  • getting cheated, losing the money, getting fired or becoming the laughing stock.

Whether the Anxiety is rational or not, it affects your sales.

That’s why you need to reduce it any way you can.

Anxiety is a function of the Credibility you have built with the visitor and the Trust you are asking them to have.

To reduce Anxiety, you can

  • present professional certificates
  • https traffic
  • lock icons
  • testimonials
  • money back guarantees
  • 30 day free trials

Distractions

Have you heard of landing pages?

They are a popular method to introduce a first time visitor to your site.

A landing page is a web page designed to drive the visitor to complete one task, and one task only.

That’s why it’s stripped off of anything that prevents the visitor from completing that task.

The task may be to

  • subscribe to a newsletter
  • download a guide
  • type in the credit card number
  • share a content

That’s why the design must be simple and distraction-free and the offer on the page targeted for a single purpose.

The number of distractions can be even calculated in the form of Attention Ratio.

That is the number of clicks leading to the desired results divided by all the interactive elements on that page.

A distraction-free ratio is 1:1 and it means that only one thing can be done on the page.

And, the smaller the AR is, the smaller the page conversion rate will become.

Conversion Rate Optimization – so now what?

Let’s recap the message of this article

  1. Formulate a good value proposition. No meaningful conversion rates can be generated without an effective value proposition
  2. Increase Relevance and Clarity, and inject a sense of Urgency
  3. Decrease Anxiety and the number of Distractions.

Once these are in order, you can concentrate on the button hues, right?

Not so fast: keep your eye on your strategy.

It probably encourages you to grow. Growth happens through an increase in sales.

Now, an A/B tests may indicate that changing a detail in a page design results in a higher conversion rate. But if the change eventually hurts your sales or impacts your revenue negatively, you need to choose the change that increases your long-term bottom line.

Don’t be tempted by the short-term conversion spikes.

There you go. Happy conversions!

Also: only convert the right kind of people. Do you know who yours are?