Tag Archives: conversion optimization

6 Easy Ways To Learn A/B Testing (Number 6 Is Our Favorite)

Have you always wanted to introduce A/B testing into your marketing skill set but are unsure of where to begin?

Do you think A/B testing is for more technical marketers?

If so, you might be worried about nothing. A/B testing, also known as split-testing, is a common feature of almost every marketing tool these days.

Thankfully, many software products with built-in A/B testing functionality have made implementing A/B tests so easy that laypeople can learn to improve their marketing skills by using A/B tests.

To help you get up and running with your first A/B test campaign, here are 6 tools with built-in A/B testing features that are easy to implement for the average nontechnical person.

Let’s take a quick look at what A/B testing is.

What Is A/B Testing?

In this guide to A/B testing from VWO, it is defined as “comparing two versions of a webpage to see which one performs better.”

The reason why you would want to run an A/B test on your website is to improve conversions. For example, you can A/B test the product photos on your e-commerce website to see if models with beards increase conversions compared to models without beards.

As you can see, with A/B testing, you can follow a process to slowly increase the number of website visitors that convert into customers. If done properly, you can be confident that you’ll always get the same results.

So now that you understand what A/B testing is and the potential benefits of doing A/B tests in your marketing, let’s look at 6 tools that make it easy to run your first A/B test.

  1. Google AdWords

Google AdWords may have been the first tool with built-in A/B testing, so it’s likely where most marketers launched their first A/B testing campaign.

As Google gets paid each time someone clicks one of its ads, it’s in Google’s best interests to help improve the quality of its ads. And to help you figure out which ads are the best, you can A/B test your ads by rotating them evenly to see which has a higher click-through rate (CTR).

To get started on A/B testing in AdWords, go to your campaign settings, click to expand the Ad rotation settings, and then select Do not optimize: Rotate ads indefinitely.

If you want Google to pick the winning ad, select the Optimize: Prefer best performing ads radio button. It’s a good idea to have Google rotate the ads indefinitely and then you can manually pick a winner. This would help you make observations about why some ads perform better than others.

top A/B testing tools

Next, make sure that you have at least 2 ads in each ad group, and then start collecting data.

top A/B testing tools

Unfortunately, AdWords won’t tell you if your data is statistically significant, so you’ll need to enter the impressions and clicks each ad received into a tool like VWO’s A/B split test significance calculator to figure out which ad won.

2. Sumo

If you’re not yet collecting email addresses on your website, you should be.

Adding a pop-up to your website is a great way to grow your email list. One of the easiest ways to install a pop-up is with Sumo.com’s suite of free tools.

Its “List Builder” tool makes it easy to strategically add pop-ups to your website to collect email addresses. But what if your pop-ups aren’t converting well?

Fortunately, you can easily A/B test your pop-ups.

To gradually increase the number of email addresses, you can create variations with different text, colors, or calls to action.

Within Sumo, under List Builder,  click the Tests tab, and then create a new form:

top A/B testing tools

top A/B testing tools

Select the form of which you need to create a variation:

After creating the variation, Sumo rotates both versions of the pop-up and collects conversion data, which will be displayed in your dashboard:

top A/B testing tools

Give your A/B test enough time to collect statistically significant data. After getting a clear winner, you can delete the losing pop-up and create a new pop-up to compete against the winner.

3. Drip

Drip.com is marketing automation software that helps you send personalized emails at exactly the right time.

For example, if you want to send an abandoned cart email 30 minutes after your website visitor added a product to the cart but didn’t complete the purchase, you can create an Abandoned Cart campaign within Drip to send the email automatically.

But what happens if your recipient doesn’t open the email? That’s another missed opportunity.

So, to recover such customers, you want to make sure your abandoned cart email stands out in their inbox and gets opened. Fortunately, you can increase the likelihood of that with Drip’s built-in split test feature.

Within Drip, you have the ability to easily split test the subject line, “From” name, and/or delivery time of the emails in your campaign.

In the example below, you can see how easy it is to set up an A/B test of a subject line:

top A/B testing tools

Next, enter an alternate subject line, and then Drip automatically rotates the subject lines in your abandoned cart email campaign:

top A/B testing tools

Drip also tracks how many times the emails associated with each subject line were opened. After gathering a statistically significant amount of data, you can see in your dashboard the confidence level at which you would get the same results if you let the A/B test running.

top A/B testing tools

After you’ve reached a 95% confidence level or higher, you can stop the losing variation and continue with the winning variation, or create a new A/B test to try and beat the winner.

4. Intercom

Next, we’ll look at the ways you can A/B test chat messages. Fortunately, Intercom makes it easy for you to do this.

Chat messages are a great way to engage your website visitors to increase your conversion rate or just get their email address so that you can market to them in the future.

You can think of a chat message the same way as greeting people when they walk into your brick-and-mortar store. It’s their first impression of you and your brand, so the quality of your greeting can be the difference whether they make a purchase or not.

With most chat tools, you can send “proactive messages” to engage your website visitors. Examples of proactive messages are:

  • “Hello, I’m here to answer any questions you may have.”
  • “Can I help you find a product?”
  • “Do you have any questions about shipping?”

If your proactive message isn’t warm or engaging enough, the visitor may not reply and you may lose a chance to convert them into a customer.

With Intercom, you can A/B test your proactive messages to see which ones have a high open rate. Just create your greeting:

top A/B testing toolsThen use the built-in A/B test feature to create a different greeting for your proactive message:

top A/B testing toolsIntercom will then show each greeting 50% of the time and display the results of the A/B test in your message dashboard so that you can see which greeting has the best open rate:

top A/B testing tools

5. Title Experiments

Did you know that 80% of people who read a headline copy won’t read the rest of the blog post? This is why it’s so important to write great blog post titles.

But how do you know what’s considered a good title? Well, you can split-test your blog post titles to find out.

With a WordPress plug-in called Title Experiments, it’s easy to create 2 versions of titles for each of your blog posts.

Every time you publish a new blog post, just click Add New Title, and then you can write a second variation of your blog post title:

top A/B testing tools

Title Experiments automatically A/B tests both variations, and then you can see how well each one is performing until you eventually pick a winner:

top A/B testing tools

6. VWO

So far, I’ve shown you how to run A/B tests within third-party tools, but what about doing actual A/B tests on your website itself?

Increasing conversions by changing your website’s copy, colors, and layout are where the fun begins when it comes to A/B testing.

With VWO, you can create a hypothesis about how to improve website conversions, and then easily create a variant of your webpage by using its WYSIWYG editor to test against your current page (also known as the control.)

The great thing about A/B testing with VWO is that you don’t have to be technical so that you can do it yourself without the need to hire a developer.

Get started by clicking the Create on the A/B Tests page:

top A/B testing tools

Edit the page you want to A/B test by using its WYSIWYG editor to create a variation to test against the control page:

top A/B testing toolsFrom your VWO dashboard, you can view the results of the A/B test. You can see which variation resulted in more conversions and whether the data is statistically significant so that you can be confident of the results.

top A/B testing tools

Just like the other tools mentioned above, VWO tells you when you’ve collected enough data to make a statistically significant decision about the results.

Conclusion

A/B testing isn’t as hard as it seems. It’s pretty easy to give A/B testing a try, thanks to the built-in features found in marketing software these days.

So if you’re ready to take the leap and want to run your first split test campaign, give one of the above-mentioned tools a try. I think you’ll find that it’s easier than you expected!

Over to You

Have you ran A/B tests by using the tools I just shared? Are there other tools with built-in A/B testing features that you think we can talk about?

It would be awesome to hear from you in the comments!

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6 Easy Ways To Learn A/B Testing (Number 6 Is Our Favorite)

Conversion Rate vs. Click-Through Rate: What’s The Difference?

Note: This is a guest article written by Malaika Nicholas, the content marketing strategist at Ladder. Any and all opinions expressed in the post are Malaika’s.

What Is Click-Through Rate?

Click-through rate (CTR) is a metric, shown as a percentage, that measures how many people clicked your ad to visit a website or landing page.

Why Are Click-Through Rates Important?

For paid ads on Facebook, Google AdWords, and other advertising platforms, the click-through rate directly influences an ad’s Quality Score or Relevance Score.

difference between conversion rate and click through rate

Photo Credit: WordStream

However, note that high click-through rates aren’t always a positive sign. If your ad isn’t targeting the right keywords, or your ad copy, landing page, or offering isn’t helpful or relevant to a visitor, you may end up spending a lot of money on ads that don’t impact your bottom line. Therefore, spend time conducting keyword research to make sure every paid ad is relevant to your ideal customer or target audience.

How Do You Calculate Click-Through Rates?

To calculate the click-through rate on a paid ad, divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).

Pro Tip: Don’t forget to multiply your result by 100 to save some extra time calculating the percentage.

Although a lot of marketers may talk about click-through rates in paid advertising, there are several ways to measure click-through rates on other channels.

Say, I want to know how many people visit my website after reading one of my blog posts. In this case, I’ll look at the click-through rate, which will tell me how many people clicked the link to my website from my blog post, out of the total number of visitors to the blog post.

People Who Click Website from Blog Post/Total Number of Blog Post Visitors x 100 = Conversion Rate

What Is Conversion Rate?

Conversion rate is a metric, shown as a percentage, that displays how many website or app visitors complete an action out of the total number of visitors.

Why Are Conversion Rates Important?

For many marketers and entrepreneurs, conversion rates are the most important metric to monitor frequently, because it directly impacts their business’ overall sales and revenue.

Chris Keller from Bizible reinforces this idea and goes so far as to outline 3 reasons why website conversions are more important than web traffic. For one, Keller argues that more traffic doesn’t necessarily mean you’ll see a spike in sales. This can be the result of several issues: attracting the wrong kind of traffic by targeting wrong keywords, your website content isn’t related to the product or service you’re selling, or your lead capture forms are broken, just to name a few.

Secondly, Keller argues that it is significantly easier and takes less time to increase web conversions than it is to increase web traffic.

Finally, Keller’s last point is that prioritizing optimizing your conversion rate, and then optimizing web traffic—instead of the other way around—would have a greater impact on your business’ ROI and profitability.

difference between conversion rate and click through rate

Photo Credit: Bizible

How Do You Calculate Conversion Rates?

To calculate the Conversion Rate, you’ll divide the total number of visitors to your website or landing page by the number of completed goals.

Pro Tip: You can multiply this result by 100 to save some extra time calculating the percentage.  

It is important to note, however, that this formula will change slightly depending on the type of conversions you’re measuring.

For example, if you’re measuring the Conversion Rate of people visiting your website who turn into leads, the formula will be:

  • Total Number of Leads Collected/Total Traffic to Site x 100 = Conversion Rate

Similarly, if I want to calculate how many website visitors convert into paying customers, the conversion rate formula will look like this:

  • Number of Sales / Total Traffic to Site  x 100 = Conversion Rate

Finally, if I want to measure how many people subscribed to my newsletter after clicking my ad, the conversion rate formula will change to this:

Number of People Who Subscribe To My Newsletter/Total Number of People Who Clicked My Ad x 100 = Conversion Rate

Analytics Tools for Tracking Conversion Rates and Click-Through Rates

While there are several analytics tracking tools that can provide data about Conversion Rates and Click-Through Rates, there’s one tool that reigns supreme: Google Analytics.

Google Analytics is an incredibly versatile tool that allows you to understand who your audiences are, how they behave on your website, where they find out about your business (that is, traffic sources), and how they interact with your website content.

More specifically, Google Analytics allows you to set up Goals, which gives you the ability to track whenever a defined action is taken on your website (that is, the conversion rate), like submit a contact form or make a purchase.

Look at this short video from Google on how to use Goals within Google Analytics to track your conversion rates.

Link to video [https://www.youtube.com/watch?v=fMeKXsl7xT8#action=share]

You can also use Google Analytics to track impressions and your ad Click-Through Rate from your Google AdWords campaigns. Here’s a short video that explains how it works.

Link to video [https://www.youtube.com/watch?v=8EmXFM1_xEo&feature=youtu.be]

In addition to Google Analytics, you can use any of the following to track Conversion Rates and/or Click-Through Rates.

Conversion Rate vs. Click-Through Rate: Which One Should You Measure?

Digital marketers use both the conversion rate and the click-through rate to measure the success of their marketing efforts. However, as Andrew Chu from MGX Copy notes, click-through rates and conversion rate affect two different stages of the marketing/sales funnel.

At the top of the sales funnel, the click-through rate measures how many people perform an action (such as click your ad) before they get to your website.

At the middle and bottom of the sales funnel, conversion rates measure actions that people take when they’re already on your website, like submit a form, sign up for a newsletter, download an infographic, make a purchase, and others.

As an example, let’s say I want to know how many people visited my website after seeing my Facebook ad. In this case, I would want to determine the click-through rate.

If my Facebook ad earned 100,000 impressions, and 3,500 of those people clicked my ad to visit my website, that makes my click-through rate 3.5%.

Not too bad!

Now, say I want to know that how many people became email newsletter subscribers from the ones who clicked my Facebook ad. In this case, I want to measure the conversion rate.

In this case, of the 3,500 people who clicked my Facebook ad and visited my website, 40 people subscribed to my email newsletter, making the conversion rate about 1.14%.

difference between conversion rate and click through rate

Photo Credit: Ladder.io

So, which metric are you supposed to measure—conversion rate or click-through rate?

The answer depends on which stage in the marketing/sales funnel you want to optimize.

If you want to improve your website rankings or increase traffic to the blog, then you’ll probably want to focus on measuring and optimizing your click-through rate.

If you want to focus on growing your email newsletter subscription list, increasing the number of people who sign up for a free trial, or increasing the number of products you sell online, then focus on measuring and optimizing your website conversion rates.

Actionable Growth Tactics for Improving Click-Through Rates

Here are a few quick tips that can help you improve your click-through rates:

  • First and foremost, conduct some consumer research on your target audience. This will give you a better understanding of what type of messaging your target audience is more likely to respond to.
  • Use Google Keyword Planner or another keyword research tool to find specific keywords your target audience is searching for. Include negative keywords and branded keywords as well in your research.
  • Write ad copy that is enticing and helps your brand stand out. Use power words that convey urgency, authority, performance, advanced technology, scarcity, or social proof.
  • Use high-quality, eye-catching photos in your ads; but make sure your images do not contain more than 20% of overlay text.
  • Make sure the copy, content, and design of your landing pages are aligned with your paid ads.
  • Have a clear and concise call-to-action that makes it clear to the viewer what they can expect after clicking your ad.

For more in-depth information about these tips, look at these helpful resources:

41 Ad Copy Approaches to Increase Ad Click Rates

Google AdWords Tips to Create Highly Converting Search Ads

Actionable Growth Tactics for Improving Conversion Rates

Conversion rate optimization is all about identifying, analyzing, testing, and improving various touchpoints at the middle and bottom levels of the marketing/sales funnel. Here are a few quick tips on how to optimize your conversion rates.

  • Personalize your messaging and user experiences, based on visitor behavior, preferences, or interests.
  • Don’t give up on website visitors who don’t convert right away. Keep them engaged with retargeting ads, where you can display services, products, or offers based on they’ve shown some interest in.
  • Offer customer support throughout the buying cycle. You can offer real-time chat with a customer support representative, provide Help Center informational tutorials and troubleshooting information, or answer questions visitors may have on a dedicated FAQ page.
  • Convert website visitors into potential leads by offering free materials in exchange for their contact information. For example, you can offer a technical white paper, an instructional e-Book, data-rich infographics, or exclusive video content.
  • Give website visitors several opportunities to convert. There’s a slim chance someone will visit your website for the first time and immediately decide to make a purchase. Instead, give hesitant visitors additional opportunities to convert (also known as “micro-conversions”), like giving them a chance to sign up for your email list through a smart bar, display a limited-time offer in an exit-intent pop-up, or allowing them to subscribe to a web browser and mobile push notifications for the latest updates.
  • A/B test various elements of your landing pages, including hero images, call-to-actions, taglines, descriptions, button positioning, the format of contact forms, and others.
  • Add social proof on popular landing pages. Experiment adding customer testimonials, recognizable brands you’ve worked with, or mobile app store reviews and ratings to your website and landing pages.

Also, make sure to bookmark these materials to help bolster your conversion rate optimization strategy:

How To Convert Your Website Visitors Into High-Quality Leads

10 Ways to Build an Actionable Content Marketing Strategy to Boost Conversion Rates

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Conversion Rate vs. Click-Through Rate: What’s The Difference?

What Are Micro Conversions And Why You Should Monitor them

Typically, when we talk about conversions in the eCommerce vertical, we focus on the number of sales generated. Generating more sales is the primary goal for eCommerce businesses.

Converting visitors into buyers is the key to success for your business.

The primary goal of a purchase is always accompanied by smaller goals. Conversion experts call these small goals micro conversions.

Micro conversions are the low-hanging fruits, precisely, actions that lead visitors to the end goal, that is, macro conversions.

This blog focuses on improving micro conversions and how this improvement can impact the overall conversion of online stores.

What Are Micro Conversions and Macro Conversions?

Micro conversions are activities that lead your customers towards the larger goal, that is, macro conversion.

A Micro Conversion is an action, or a set of actions, which provides a strong indication that a user is progressing towards a valuable action on your website. For example, if you are an eCommerce brand, a new user registration would be called a micro conversion.

Common micro conversions might be:

  • A newsletter sign-up
  • Adding products to a cart
  • Downloading an eBook or white paper
  • Subscription to RSS feed
  • Visiting specific pages, for example, product page, category page, the features page, and so on

Why Should You Monitor Your Micro Conversions?

Few visitors would buy a product on your website during their initial visit.

Every visitor converts after a lot of activities, that is, a combination of micro conversions leads to a purchase.

Here are the major reasons that depict the importance of a micro conversion and its impact on your overall conversion rate.

Understanding Your Visitor Behavior

Micro conversions help you paint a picture of your store’s visitors and their activities. Your visitors can be viewed in 2 ways:

The tricky part here is to figure out a way to segment your visitors. When you have a diverse pool of visitors, it’s imperative to understand the traffic you are dealing with. People can be flooding your website for a variety of reasons, as displayed here.


For example, you can now figure out who are the people most likely drifting towards a macro conversion. A visitor checking out your career page might never buy from you. He or she is just checking out your website for career prospects.

Such insights help you identify the perfect pool of visitors you should turn your focus towards, all thanks to micro conversions.

Analyzing the Key Areas to Focus on Conversion Optimization

When you categorize visitor actions on your website as micro conversions, you gain the opportunity to collect a lot of information about your visitors.

Micro conversion provides you with the opportunity to diagnose the key areas on your website and optimize these as separate entities.

For example, as one of the stages of your conversion funnel, a form signup is crucial. If there is a discrepancy here, your next action is to improve signups, which itself is a micro-conversion, a key area that needs to be rectified.

Case Study: Tom’s Planner
Tom’s Planner is web-based project planning software that allows visitors to create and share Gantt Charts and projects. Individuals and businesses can sign up for a free account on their websites and begin using the planner right away.

Their original homepage:

Tom’s Planner wanted to improve its conversion rate. A free trial is a key area of focus for Tom’s Planner. With the help of VWO, Tom’s Planner implemented a test version of its homepage that included a signup form on the first fold of the website.

Its test homepage:

This helped it improve the visitor to free conversion ratio by 43% percent. This is just one of a few examples that showcase how optimizing for micro conversions can lead to a better overall conversion.

You can read the complete case study about Tom’s Planner here.

Allowing You to Nurture Your Leads

When you figure out your ideal set of visitors, it’s important to take advantage of it by nurturing them.

For example, people who sign up for your monthly newsletter on your website. Such micro-conversions provide the perfect “foot-in-the-door” moment to nurture these leads.

Another example is exchanging an initial discount in exchange of a sign-up or email exchange. The discount might also lead to a transaction or might allow an online store to communicate with the visitor through email, thus improving the chance for a conversion.

This micro-conversion strategy has been used by a lot of online stores. For example, HauteLook uses a similar approach to encourage its first-time visitors to sign up for their email newsletter.

Also Read: How a simple tweak increased newsletter signups by 28%?

Measuring Effectiveness of a Communication Channel

One of the categories that falls under micro conversions is customers enrolling for services to maintain a relationship with your business. These could include:

  • Signing up for your Email Newsletter
  • Allowing push notifications
  • Subscribing to your YouTube channel, Facebook, or Twitter feed

A higher rate of conversion for these instances means that your audience is on track for the bigger picture. But what visitors should rather focus on post sign-ups is the interaction through these channels.

These micro-conversions are a good indicator of all these channels and the ones most effective among these. A higher engagement on these channels or signups portrays a strong channel and how your content should be poised relative to your audience.

Building the Right Conversion Funnels

It might have crossed your mind by now. Micro conversions are the perfect way to devise various conversion funnels for your online business.

Think about it for a second about what we spoke at the start of this article. These are the actions that lead people towards a larger goal.

By analyzing the right set of micro conversions in your business, you can figure out the journey your ideal set of customers takes.

For example, consider an eCommerce funnel. This is a series of an eCommerce micro-conversion:

  1. Land on the home page.
  2. Search for the preferred product (Micro).
  3. Land on the product page (Micro).
  4. Add the product to your cart (Micro).
  5. Sign up or log in (Micro).
  6. Check out (Macro).

The customer journey for an eCommerce here, is mostly consisting of a series of micro conversions. By stringing together these micro conversions, you can come out with the conversion funnel for an eCommerce business.

Conclusion

A customer’s journey is far from linear and when you bifurcate the customer journey into various micro-goals, you can concentrate on improving each aspect individually and indirectly improving your bigger goals.

Micro conversions can and should play a vital role in your marketing efforts. These help you track the effort and efficiency of each marketing channel that you are utilizing.

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What Are Micro Conversions And Why You Should Monitor them

Stop Making These Common Mistakes with Your Website Popups (Includes Examples and Quick Fixes)

Depending on who you talk to, website popups are either a godsend for list building and subsequent revenue creation, or they’re a nuclear bomb for the user experience.

Some can’t stand popups and completely disregard sites that use them (or that’s what they say, at least). And there are even entire websites dedicated to hating on especially bad popups.

However, many marketers are fully charmed to their capabilities for revenue generation, lead collection, and driving attention and conversions in general.

It doesn’t have to be an either/or situation, though.

You can create website popups that aren’t detrimental to the user experience; In fact, if you do it really well, you can even improve the user experience with the right offer and presentation.

We all want to be companies that care a lot about our visitors and make the best popups possible, so it goes without saying, we care about timing, targeting, and triggering (i.e. who we send offers to, when we send them, and what those offers are). After all, the main reasons visitors get annoyed by popups are 1) when they disrupt the user experience and 2) when they offer no value or help:

Fortunately, you can easily solve for these things. In this article I’ll outline common website popup mistakes with real examples, and I’ll cover a few ways to remedy these mistakes.

Mistake 1: Poor timing

One of the biggest mistakes marketers make with website popups is with timing. It’s almost always the case that we trigger popups too soon (i.e. right away, no matter the context of the page or visitor).

On an Inbound.org discussion, Dustin J. Verburg had this to say:

“The most hilarious popups are the ones that say ‘LOVE THIS CONTENT? SUBSCRIBE FOR MORE’ because they assault my eyes before I even read two words of the article.

Now I guess I’ll never know if I love the content, because I close the tab immediately and never come back.”

Similar to Dustin, imagine you’re taking break from work to check out GrowthHackers. You find an article on the front page that looks interesting. You open it and immediately get this:

Woah, what’s this full screen takeover? I know this is common today, but most people are jarred by this experience.

Now you may not even remember what the article was, so you’re likely to click away and go back to actual work.

One possible way to remedy this – just spitballing here – could be to add some copy explaining that the visitor needs to click to continue on to the article. Forbes does this (though Forbes could never claim a good user experience without a good laugh):

At least you know where you’re at (the logo is prominent) and what to do (continue to site). But, it goes without saying, Forbes’ experience is not ideal so don’t copy it.

So how do you fix poor timing?

The best possible solution for user experience is to trigger a popup at a time that actually benefits a visitor. On a long-form blog article, this is usually at some point of strong user engagement, either measured by time on site or, better, by scroll-depth and content engagement.

You can do this with an on-scroll popup created in Unbounce.

Once you’re happy with your design, simply set your trigger for when someone scrolls through a certain percentage of the page, or even after a delay you specify:

Click above for a larger, clearer image.

Overall, poor timing is a common problem, and it’s almost never intentional. We simply act hastily when setting up popups, or we spend all of our time crafting the offer and forget that when the offer is shown matters too.

I want to point out, however, that it’s not always a bad decision to throw a popup at visitors on arrival. It’s all about context.

For example, if you’re shopping for clothes, there are a million options available. Therefore, it’s imperative for ecommerce shops to grab your attention as quickly as possible with an attractive offer. This is why you see so many website popups with discounts on arrival on ecommerce sites, like this one from Candle Delirium:

As well as this one from BustedTees:

It’s a very common tactic. We’ll go over it specifically in regard to ecommerce later in section three.

In general, it’s important to analyze a visitor’s behavior and trigger the popup at the exact moment (or as close to it as possible) that someone would want to subscribe/download your offer/etc. It’s a lot of work to tease out when this may be, but the analysis is worth it as you’ll annoy fewer visitors and convert more subscribers or leads.

Fix annoying timing: Consider the user experience. Does it warrant an on-arrival popup? If not, what’s the absolute ideal timing for a popup, based on user intent, behavior, and offer?

Mistake 2: Poor targeting

Poor targeting is a broad problem that’s usually made up of a mismatch between who you’re targeting and what offer you’re sending (though, you could also add in when you’re targeting them as a variable as well).

For instance, if you’re targeting a first time organic visitor to a blog post with a popup that announces a new product feature, you may spur some confusion. Rather, you should try to target based on appropriate user attributes, as well as within the context of where they are in the user journey. A better offer for a first time blog visitor might be an ebook or email course on a topic related to the blog post.

An example of poor targeting is LawnStarter’s guide on their post about where new residents of Birmingham are moving from. It’s a cool infographic-based guide they’re offering up, but the popup is really irrelevant to the content of the post someone’s currently reading in this case:

In another, better example, Mailshake has a massive guide on cold emailing, which would be a daunting read in a single session. It’s probably appropriate, then, that they offer the book up for download via a sticky bar at the bottom of a related article:

There are ways they could improve copy, design, or the offer itself, but the core point is that their targeting is spot on (i.e. after someone’s reading something about cold emailing, and offered up as added, downloadable value).

Now, if I already visited this page and downloaded the playbook, and they still hit me with this offer, then we’d have a targeting problem. They could use the fact that I’m a repeat visitor, as well as a subscriber already, to target me with a warmer offer, such as a deeper email course, a webinar, or possibly even a consultation/demo depending on their sales cycle and buyer’s journey.

The fix for poor targeting

Remember with targeting, you’re simply trying to align your offer with your visitor and where they are in their awareness and interest of your company and product.

This is where the value of progressive profiling comes in. But if you’re not doing that, at the very least you should be aligning the offers on your page with the intent of the traffic on that page.

You can also target offers based on URLs, location, referral source, and cookies. Really think about who is receiving your offer and at what point in the customer journey before you set a popup live.

With popups created in Unbounce, for example, you can use referral source as a way to target appropriate offers to someone who’s come from social traffic, vs. someone who’s arrived via AdWords traffic:

Simply create your popup, and in advanced targeting, select which referral sources you’d like to have access to the offer:

Fix targeting the wrong people at the wrong time with the wrong offer Analyze your customer journey and intent levels on content. Craft offers according to customer journey status as well as on-site user behavior.

Mistake 3: Offers with no obvious value

How many times have you been on a blog that simply wants you to sign up for a mailing list, no value promised or given? Like this:

If you’re an active reader of the blog, maybe this works. After all, you already know the value of the content and simply want to sign up for updates. Makes sense. But I’d wager this type of active reader is a small percentage of traffic, and these people will sign up however they can. Thereby the popup isn’t useful for everyone else.

As we covered before, a much better way to capture attention is with a discount, like Allen Edmonds offers here as soon as I land on the site (on another note, this is a great use of an immediate triggering. It’s not an annoying popup when it delivers me a discount).

This is a super common ecommerce tactic.

It’s a competitive world out there, and giving an immediate hit in the form of a discount is a good way to capture some of that oh so valuable attention. It’s especially common when used on first time visitors to the homepage, as a homepage visitor’s experience is generally more variable and less intent-based (if they land on a product page from a search ad, it’s a bit of a different story).

Here’s an example from Levi’s:

The fact that most ecommerce sites have similar messages nowadays is indicative of a creativity problem, one that presents itself to marketers in any industry. We look to competitors and to the consensus and think that we can’t fall behind, so we replicate tactics.

However, I’m more interested in sites, like Four Sigmatic, that push beyond and implement a creative offer, like their lottery style subscription featured below. (This is one of the only popups I’ve signed up for in months, by the way):

Offering up poor or no value is really the least forgivable mistake if you’re a marketer. Crafting offers that align to your buyer persona is your job. Also, it’s fun. If you have a bland offer, this could easily be the biggest opportunity for lifting conversions, as well as improving the user experience (no one is complaining about awesome offers).

Foot Cardigan does a really good job of offering value and conveying it in a fun way too:

Triggering popups with zero value? Think about ways you can give massive value to your site visitors, so much that they really want to give you their email, and create an offer for this.

Mistake 4: Poor design

If you use Unbounce Popups, it’s almost hard to create an ugly one. Still though, the internet is filled with eye-sore examples:

Design matters. A poorly designed website element can throw off your whole brand perception, which is important in creating trust, value, and in easing friction.

As Ott Niggulis put it in a ConversionXL article:

“Success in business online is all down to trust. You either see something that makes you trust a vendor or you don’t. Trust is also directly linked to conversions – if people leave your website because it’s so badly designed that it makes you seem untrustworthy then you’re missing out on lost prospects, customers, sales, and profits.

Good design = trust = more conversions = more money in your pocket. It’s as easy as that.”

That same article cites a study where 15 participants were directed to Google health information that was relevant to them, then they were asked about their first impressions of the sites.

Out of all the factors mentioned for distrusting a website, 94% were design related. Crazy!

So don’t just put up a poorly designed popup thinking the message will be the focus. Put some effort into it.

Of course, you don’t always need to look like a luxury brand. If cheap spartan is your schtick, then it can work for you. After all, Paul Graham’s site isn’t pretty but it’s so, so valuable:

Image of Paul Graham’s site.

As Aurora Bedford from NN/g explains it, it’s more about matching design to your brand values and objectives:

“The most important thing to remember is that the initial perception of the site must actually match the business — not every website needs to strive to create a perception of luxury and sophistication, as what is valuable to one user may be at complete odds with another.”

No matter what your brand positioning may be, however, make sure you clean up obvious design mistakes before hitting publish.

Fix up bad design: Spend a few hours longer designing your popup, hire a designer, or use a tool like Unbounce with a template.

Mistake 5: Poor Copy

Presenting your offers with clear copy is huge. Most copywriting, not just on popups but online in general, is:

  • Boring
  • Vague
  • Confusing
  • Cringe-inducing

…in that order, I’d wager. Not often do you find crisp, clear, and compelling copy (unless it was whipped up by a professional, of course).

As with the example below, you’re more likely to find copy that’s vague (how many ebooks, which ones, etc.) and cringe-inducing (Rocking with a capital R is pretty goofy):

The copy you write for your popup may be the most effective mechanism you have for converting visitors (outside of the targeting rules). Here’s how Talia Wolf, founder of GetUplift, put it in an Inbound.org comment:

“Many people are trying to capture your customer’s attention too so you need to give them a good reason for subscribing/not leaving.

It’s not enough to talk about yourself, you need to address the customer’s needs: one way is by highlighting the value your customer gains. The other, highlighting what they might lose. (Example: “Join thousands of happy customers” vs. “Don’t lose this unique content we’re giving our subscribers only”

Her website has a solid example of a popup with great copywriting, by the way:

Sometimes, all you need to do is pull your message to the top and make it prominent. Often we try to write clever copy instead of clear copy, but clear always beats clever.

For example, if the following popup led with the money offered for the account, it’d probably be more compelling than their current vague headline:

Mistake 6: Overload

Sometimes websites can get pretty aggressive. Here’s an experience I ran into on Brooks Brothers’ website:

One (pretty value-less) popup that I click out of, only to be followed by another one:

Now, there’s just a lot of clutter going on here. Different colors, different offers, different banners. As a first time visitor, I’m not sure what’s going on. Plus, they have animated snowfall, which adds to the clutter.

This is quite extreme, but it’s not uncommon for marketers to see some results with a popup and go overboard, triggering two, three, even four in a single session. When all of this occurs within 10 seconds of being on the site, things get annoying quickly.

Take down too many popups: Simplify and strategically target any popups on your site. They shouldn’t appear everywhere for everyone, your targeting is key.

The lesson

Popups don’t need to be annoying. Rather, they can actually add to the user experience if you put a little time and effort into analysis and creative targeting and triggering.

If you avoid the mistakes here, not only will your popups be less likely to feel intrusive, but they’ll convert better and they’ll convert the types of subscribers and leads you actually want.

Run a popup experiment of your own See Unbounce templates you can get up and running today.

Link: 

Stop Making These Common Mistakes with Your Website Popups (Includes Examples and Quick Fixes)

6 Advanced Methods To Understand Your Audience And Improve Conversions Using VWO

VWO is the world’s first Connected Conversion Optimization Platform, and we are here to share 6 simple methods that are unique to VWO and would help you derive a winning conversion optimization formula.

So without further ado, let’s begin. Please note that to implement all these methods, you require a trial account with VWO.

Don’t have one? Sign up right now.

1. Segment User Funnels: Find the Right Prospect on Your Website

User journey and conversion funnels are few of the best tools to analyze your visitor behavior and pinpoint the pages, and areas which are the main source of customer drop-offs.

Segmention Funnels based on Customer Profile

VWO provides one of the most precise depictions of user funnels with advanced segmentation options.

There is a wide variety of options based on:

  • Direct Traffic: The segment which consists of an audience that arrives directly to your target page by entering the URL or accessing it through a bookmark.
  • Referral Traffic: The chunk of the audience that might click a referring URL from a website, a partner, or an affiliate.
  • Social Traffic: Traffic that originates from social media channels like Facebook, Twitter, and Quora.
  • New Visitors: Someone who has never been part of any test on a domain before.
  • Returning: Someone who has been part of at least one test on the domain before.
  • Paid Traffic Search: This type contains utm_medium query parameter such as cpc, ppc, and cpa to differentiate from other sources of traffic.

2. Personalize Your Landing Pages for Your Ad Campaigns

VWO’s custom targeting allows you to focus on your ad campaigns by dynamically changing the landing page according to the PPC campaign clicked.

For example, if you have a fashion ecommerce business promoting a bunch of black dresses with different ad copies. The ad group here would require a one-to-one, ad to the landing page, for a different pool of audience clicking the ads.

In the example, we take “black dresses” as the product you are trying to sell. Search queries will differ drastically and your potential customers will henceforth see different ad copies. To cater to individual choices, you might create ad copies like:

  • Black Dresses
  • Little Black Dresses
  • Most Popular Little Black Dresses

This will lead to a PPC campaign like the image below:

PPC Landing Page - One to Many

Even with different ad copies, a marketer won’t be able to mitigate a many-to-one ad to landing page mechanism.

But with the help of VWO, you can create a dynamic landing page and use your PPC’s unique parameters to match the ad group with the correct landing page. This happens because based on the query parameter of an ad, VWO can change the content of your landing pages dynamically. For Google AdWords, it is the globally unique tracking parameter called Google Click Identifier or GCLID.

PPC Landing Pages via VWO

Learn more about how to personalize pages for PPC campaigns by reading this article.

3.  Personalize web pages using URL Query Parameters

A similar approach, like the above, can be replicated for personalizing content on a certain page for various segments of your visitors.

You can add unique query parameters to your website URL and personalize pages dynamically for a variety of audience.

You need to add a customized query parameter at the end of the URLs you are targeting.

For example, if one wants to change the content on a blog post for a given audience, they could assign the blog a query parameter like ‘yousite.com/blog/?=variation1’ where ‘variation 1’ is the parameter, VWO will recognize and change the content dynamically.

Personalized Query Parameters

With this capability, you can change all kinds of content on your website. It can vary from text, images to CSS and HTML properties.

4. Record Live Observations on User Data

Visitor recordings are one of the most sought-after methods to understand customer drop-offs on your website. In live preview, you can figure out the major detractors for a customer or prospect at an individual level.

For example, while going through live recordings, you find an anomaly that’s leading a customer to exit the website without taking the desired action.

To mitigate this issue, a marketer or an analyst can ask the website IT team to make changes. This adds unnecessary steps to a problem that can be easily solved.

Record Live Data on User Observations

A visitor can directly record observations by annotating information directly in the recording itself in VWO. Now your team can collectively view the issue and take corrective measures to improve its customer drop-off rates.

Want to learn more?

You can check this page.

5.  Make Changes to Your Website with Wildcards

For any type of web testing, when we are making a change to a universal element, the change should be consistent throughout your website.

Even if it’s an AB test on a single page, changes made to universal elements have to be consistent. VWO identifies this pain point for a large set of its audience and provides an easy method to do so.

Here’s how you can do it:

  1. Create a Funnel test.
  2. Define a test page pattern. Make sure that the VWO code snippet is added to all these pages. Enter the test page pattern in the Run test on the URL field.

For example, a test on your website would be defined as http:*//yoursite.com* for the following reasons:

  • The first wildcard (*) ensures that the test element is changed over both the http and https versions of your website.
  • The second wildcard (*) ensures that the changed element is implemented on any page that contains the URL string – “://yoursite.com.”

Change CTA across website

Please refer to this guide for in-depth information about replicating changes across your website.

6. Manage and Refine Your User Data

VWO is equipped with tools that allow you to back your  conversion optimization program with data.

With the VWO’s Plan capability, you can:

  1. Record your observations by using Analyze. A VWO user can record observations directly from heatmaps, click maps, and click area.
  2. Create hypotheses with the help of these observations. After collecting your well-researched observations, organize and use these to create hypotheses.

There are three parameters you must rate on a scale of 1 to 5 for Hypothesis:

  • Confidence: On a scale of 1 to 5 (1 being the lowest, and 5 being the highest), select how confident you are about achieving the expected improvement through the hypothesis?
  • Importance: On a scale of 1 to 5 (1 being the lowest, and 5 being the highest), select how crucial the visitor landing on the test pages (for which the hypothesis is created) is.
  • Ease: On a scale of 1 to 5 (1 being the most difficult, and 5 being the easiest), select the complexity of the hypothesis. Rate how difficult it’ll be to implement the changes identified in the hypothesis.

VWO Hypotheses

VWO leverages Kanban boards so that you can always keep track of your hypotheses in a pipeline format. Apart from that, you can assign each hypothesis a predictive impact score and prioritize it accordingly.

There are a lot of ways in which VWO can improve your conversions. And these methods take minutes to implement on your websites. If you are already using VWO for optimizing your website conversion, we’d love to know your favorite. You can leave a comment below, and we’ll get back to you as soon as possible.

The post 6 Advanced Methods To Understand Your Audience And Improve Conversions Using VWO appeared first on VWO Blog.

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6 Advanced Methods To Understand Your Audience And Improve Conversions Using VWO

Conversion Rate Audit: The First Step Of The CRO Process

Like everything else, there is a perfect timing to start with your CRO process. Rush in without a good understanding and you might just be burning your money for no good.

It is true that finding that “Perfect Moment” for yourself is tough. And it’s tougher to be in that moment and still not know how to start with the Conversion Optimization process.

A few years back, the focus of online marketing was merely increasing the traffic. But at that time, the traffic was easy to acquire. In the 90s, when SEO came into existence and brands started competing to rank better, a lot of marketing channels evolved, giving them the opportunity to get potential customers. With time, the approach and the focus both have shifted to making the most of the existing traffic with CRO.

conversion rate audit

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If you tried A/B testing earlier, understand the importance of optimization, and want to increase your website conversion, continue reading till the end.

This post will help you do a conversion rate audit of your website while using some conversion-centric metrics. And will help you decide if you need to start conversion optimization.

When should you consider Conversion Rate Optimization?

  • If you already have an MVP

According to Morgan Brown, the perfect moment to consider optimizing is when you already have an MVP, or a Minimum Viable Product.

conversion rate audit

Source

  1. If you have substantial amount of traffic

If your website is working and has a substantial amount of traffic with the potential to become your customers, you can consider optimization.

Finding the Gaps

Understand where the visitors are are coming from and what they are looking for. Only then can you serve them with what they need. Attempts where people try to blindly copy conversion practices from other websites mostly fail. Website owners need to understand that each website and each visitor are unique. Find the loopholes in your conversion funnel, and fix these to boost your conversion rate.

So how do we do that?

This is what this Conversion Rate Audit will help you with. It’ll provide you with insights about what is happening on your website, what all needs to be fixed. and how you can fix it.

Some Conversion-Centric Industry Benchmarks

Here are some industry benchmarks that provide you with a perspective of how your website is performing per the industry standards.

Cross-Device and Cross-Browser Compatibility

It is a mandate for any website to be compatible with all the 3 major browsers—Internet Explorer, Chrome, and Firefox. Additionally, your website should be optimized for different platforms and devices.

conversion rate audit

(Source)

Based on visitor preference and optimization, the conversion rate differs from one platform to another.

Here are some conversion rate data specific to different devices and platform for Ecommerce:

conversion rate audit

conversion rate audit

(Source)

Page Load Time

No matter how you measure it, a fast page speed is better. Many people have found that faster pages both rank and convert better. Experts suggest that your website should load within 4 seconds or lesser.


conversion rate audit

(Source)

Bounce Rate

As a rule of thumb, you can consider the following table to evaluate your bounce rate.

conversion rate audit

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conversion rate audit

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You can expect mobile bounce rates to be about 10 to 20 percent higher than those for a desktop.


conversion rate audit

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Net Promoters Score (NPS)

conversion rate audit

In a report published by Temkin Group, you can see the variations of Net Promoter Score, or NPS, for 269 companies across 19 industries. Here are the overall results for the 19 industries:

conversion rate audit

conversion rate audit

(Source)

If you’re looking to implement NPS, follow these steps:

  1. Ask follow-up questions.
  2. Combine it with user research.
  3. Find and fix issues.
  4. Market to promoters.

In case you have a low NPS, you can refer to some tips that can help you improve that.

Industry-Wise Average Conversion Rate

Variables such as product type, product cost, device, and location impact the conversion rate. Moreover, it also differs with your website conversion goal. Let’s take a look at some of the major industries and their average conversion rates.

Non-Ecommerce Sites Including B2B

This is a useful compilation from Marketing Sherpa of average conversion rates by industry sector.

conversion rate audit

Ecommerce

conversion rate audit

conversion rate audit

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Telecom and Travel

According to Adobe Digital Index (ADI), UK and US conversion rates are significantly lower than those of European countries other than the UK, perhaps because of less competition. Different rates of smartphone adoption has already affected this cross-platform average.

conversion rate audit

Some additional industry data you can refer to:

conversion rate audit
(Source)

Start Your Conversion Rate Audit: Do You Stand a Chance?

Example: Say you’ve an eCommerce store that sells healthcare products. Email marketing gives you the best ROI and sales. In this case, more subscribers equal more sales and revenue. Your main conversion goal can be to increase the number of visitors who subscribe to your list. From here, you can start analyzing and testing your current pop-up boxes, opt-in forms, and opt-in incentives to find what drives the most sign-ups.

This conversion rate audit involves referring to the above industry benchmarks and comparing those with your website metrics.

A mandate before starting with the audit is to have a definite goal.

Here are some major metrics you need to consider for the audit:

  • Page load time: You can use tools like Pingdom and Google Page Speed to get an idea about the page load time for your website. You might want to focus more on important pages like product, pricing, sign-up, and check-out. A high page load time contributes to a high bounce rate and thus, reduces the potential for conversion.
  • Cross-device and browser functioning: Double-check your website compatibility across different browsers and devices. No matter which device or browser is in use, your website should be compatible with all, to avoid drop-offs.

Qualitative Analysis

  • Bounce rate/Exit rate: Check your website bounce rates and exit rates with the help of the analytics tool that you are using. You can focus on particular pages that are most likely a part of your conversion funnel. For eCommerce, you can consider cart abandonment rates along with the first two metrics.
  • Demography and locations: Dig deep and focus on your visitors’ demography and locations. This information plays an important role in conversion, as visitors from different demographies might behave differently on your website. So, all of them should be engaged differently.
  • Traffic sources and channels: Get an idea about the major channels that are working for you and driving traffic to your website. This will help you channelize your efforts toward the most converting channel for your website.
  • Session duration and user engagement rate: Notice how much time your visitors spend on your website and the extent of user engagement. According to HubSpot, 55% of the visitors spend fewer than 15 seconds on a website. These 15 seconds is what you get to engage with them. If they are spending even lesser time, then it is an alarm.

Qualitative Analysis

  • User Feedback: For more comprehensive and in-depth insights about your visitors, leverage platforms like VWO and take visitor feedback. Perform a heuristic analysis and on-site surveys to get a better perspective of your user’s expectations. Structure your surveys in a manner that would allow you to get actionable answers. Multiple-option surveys can be one way to go.
  • UX: VWO’s features like Heatmaps, Scrollmaps, and Visitor Recordings provide you with in-depth insights about how your visitors behave and interact with each of your website elements. These will help you identify the common UX patterns being followed by your visitors. These insights show how UX and a CRO process work together.

conversion rate audit

  • Funnel Visualization: Create multiple conversion funnels and understand your visitor journey. Funnels will help you identify the loopholes in your conversion process. Observe where the visitors are struggling with website browsing.
  • Conversion Rate: Based on your conversion goal, track your current and past conversion rates. Having an idea about your website performance over a period of time can help you understand the historic conversion patterns.

Filling the Gaps

Experiencing a low conversion rate is the most common question asked by any marketer. If you are nowhere near the numbers mentioned above, it is a wake-up call for you. It implies that there is a huge gap between what you are providing and what your visitors are looking for.

There you go! This is “the moment” when you start with conversion optimization for your website.

The best approach for conversion optimization is to have a CRO platform that can assist you from researching about what’s wrong with your website (or particular pages), to fixing those errors and targeting your visitors in a personalized manner. This platform can help you understand where your visitors are struggling. You can understand where the drop-offs are taking place, fix those leaks, and manage the entire CRO process at one place.

Common Mistakes while Choosing a CRO Platform

Asking the Wrong Questions

Many marketers end up opting for a CRO platform that does not help them accomplish all of their needs or have limited capabilities. To avoid such situations, you should prioritize enquiring about all the capabilities of the platform. And this can be done by asking the right set of questions. Here are some questions that you should be asking the platform’s support team.

  • Does the platform offer more value beyond A/B testing?
  • Will the platform affect your page load time?
  • Does the platform itself create a test bias?
  • What is the level of customer support?
  • Does the platform help you plan your optimization?

Make sure you have all these questions answered before going ahead with any CRO platform. If you have similar questions about VWO, you can get your answers here.

Not Having a Dedicated CRO Team

Besides using multiple tools for CRO, not having a dedicated team is one of the major pressing issues with CRO that enterprises encounter. According to this post by Econsultancy, the biggest barrier that prevents organizations from improving their conversion rates is lack of resources.

conversion rate audit

You should have a dedicated team or a person who has a strong background in CRO and in-depth industry knowledge.

Wrapping Up

What did this post help you with?

  • Identifying if your website is eligible for a CRO process
  • Reviewing industry benchmarks
  • Auditing your website, based on your website data
  • Avoiding common mistakes while choosing your CRO platform

We at VWO understand that the CRO process can be complex if you don’t have a dedicated CRO team or if you lack any other resources. In such cases, our Services team will be happy to help you. Our team consists of conversion experts with an in-depth knowledge of the CRO industry and the process. Connect with us over a quick call, and we’ll take it ahead from there.

The post Conversion Rate Audit: The First Step Of The CRO Process appeared first on VWO Blog.

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Conversion Rate Audit: The First Step Of The CRO Process

10 Ways To Build An Actionable Content Marketing Strategy To Boost Conversion Rates

Content marketing is an essential technique that’s considered to bring in a huge return with a potentially low-tier budget.

What’s so special about it?

For one, content marketing can act as a backbone of all your marketing strategies, from paid campaigns to outbound strategies. Every marketing tactic is augmented to an audience with the help of content marketing.

Thanks to content marketing, businesses have been able to increase their website reach, conversion rates, lead generation, and more.

Even then, there have been common misconceptions that content marketing isn’t the best way to improve your conversions. We can see that 38 percent of organizations are yet to give content marketing a serious chance. This leads to a lower emphasis on content marketing as a growth and conversion-driving method.

B2B Content Marketing

Source

Here are 10 reasons that contribute to a poor content marketing strategy and its effect on your low conversion rates.

1. Aggregate Resources to Run Content Marketing

One of the challenges marketers face is the shortage of resources.  

This may be true for an organization that reaches a certain level of maturity, but content marketing still gets you results even with minimal resources.

There are 2 crucial parts of content marketing which are discussed as follows:

  • Team: A significant problem stated by CxO’s and marketers in various organizations is about building a team. Content marketing requires dedication and a clear strategy, but building a team is not a necessity. All you need is a clear content promotion and distribution strategy. And this has been validated by growing startups time and again.B2C marketing team size
  • Marketing Tools: Scarcity of marketing tools can also stall the progress of your marketing efforts. Generally, one can do most of the stuff manually, but the downside to the manual approach is a lot of time gets wasted. Here are a mix of free and premium tools that one can use as tools to streamline their content marketing efforts –
    • Keyword Research: Google Keyword Suggest, Google Trends, SEMRush, and Ahrefs.
    • Writing tools: Microsoft Word, Hemingway Writer, and Dropbox Paper.
    • Content Ideation and research tool: Buzzsumo, Alltop, Uber Suggest, and Google Search Suggestions.
    • Content Distribution (Social and Organic): Buffer, Meet Edgar, Contently, Stumbleupon, Feedly, and LinkedIn Pulse.
    • User Engagement tracking: VWO, Kissmetrics, Mention, Google Analytics, and more.

It’s a myth that content marketing requires a lot of resources that come at a premium. As a result, it is considered out of reach for most of us. However, if you put a little effort in finding the right set of tools, you’ll have these just with little spending.

2. Figure Out the KPIs for Your Content Strategy

Figuring out the critical KPIs, or key performance indicators, will tell you if you are achieving your target and if not, how much effort has to be put in. The KPIs you choose should indicate your progress toward your goal.

For content marketing, here are a few KPIs that you should always document:

  • Time spent on a blog or other content pieces
  • Forms filled for gated content like eBooks, Whitepapers, and so on
  • Bounce rate of your blog and averages views
  • Subscribers gained for a newsletter/email list
  • Social media shares
  • Conversion rate/Desired action was taken
  • Inbound links generated
  • Comments posted on your blog

For example, if you want to increase conversions and sign up customers for a trial, you would be measuring conversion rate as one of your KPIs.

3. Map Your Content Strategy to Your Marketing Funnel

Whilst creating a content marketing strategy, it is important that the creation procedure relates to various stages of your marketing funnel.

If a standard marketing funnel is divided into 4 stages, it is imperative that the content strategy is in line with it.

Content Marketing and Funnel Journey

A guideline, like the one above, can you give a clear picture about creating an effective content strategy. This strategy can guide your audience or customers at every stage of their journey.

4. Streamline Your Content Strategy

It’s a nightmare for marketers to streamline their content strategy. And it’s a task that a content marketer has to overcome, as the smoother the process to churn out quality content, the smoother it is to engage with your target audience.

Here is a quick strategy flow that you can follow to streamline your process:

Build a Content Calendar

  • Build a content calendar even when you are planning to publish a couple of articles over a month or so.
  • Strategize your content marketing around content bundles. Target no more than 2 keywords for a month.
  • Using the 2 keywords, share multiple content collaterals on your website as well as on guest blogs and web pages for a month.
  • Depending on your team size, you can scale from just 2 keywords to more.
  • In the next month, move to the next set of keywords from the pool of your target keywords.
  • For each month, repeat Steps b and c.

Automate your social media distribution

  • The most common reason that discourages marketers to use social media to market their content is the distribution part. Posting on social media becomes tedious when you publish over 10–12 social updates daily.
  • To solve this problem, use social media automation.
  • Use tools like Buffer and Hootsuite to automate content distribute among social websites like Twitter, Facebook, and LinkedIn.
  • To monitor social media activity, you can either use the analytical dashboard provided by different social media websites or a tool like Mention or Brand24.

Build and follow an outreach program

  • Outreaching is crucial if you want to promote your brand and build links. It also puts you in the spotlight with influencers and provides the much-needed exposure.
  • Email and social media are the two best channels for an outreach program.
  • If you’re starting out, you can use various templates available on the Internet. We like these ideas shared by HubSpot and Mailshake.
  • Automate your outreach campaigns by using tools like Gmass or Ninja Outreach. Set up automatic follow-ups so that you can focus on what really matters.

With these 3 elements of content marketing in place, you will realize how effective content marketing is. Most importantly, you and your team will become a content-generating factory in no time.

5. Solve the Dilemma – Long vs. Short Content Pieces

It’s a common belief that long-form content works better if it were to rank for any given keyword.

While this is true in most cases, yet writing short-form content does not batter your business. The reason behind it is the purpose of your content.

There are various factors that you need to consider before concluding that “My blog post has to be a long one.” Don’t compromise on the quality of your post because it needs to have a certain length.

Instead, pay attention to these factors:

  • Target Audience: When you are ideating your content strategy, it is important to figure out your audience. See who you are targeting, what problems you are trying to alleviate for your audience, and where you fit in. Now, devise the purpose of your post.
  • Writing Style: Some content writers and marketers have the habit of writing unnecessarily lengthy content. Some want to keep their content short and to the point. If you’re changing your writing style, be steady.
  • Type of Content: Not all content can be words. As a business, you need to have diverse content creation and distribution strategy. Most successful business owners and individuals invest in a variety of content verticals like blogging, infographics, eBooks, Whitepapers, video walkthroughs, and more.
  • Content Posting-Frequency: The length of your blog posts also matters on your posting frequency. To post articles or other content pieces every few days, you would have to write brief and small pieces of content. However, people who tend to post once in a week or two tend to write longer content. Avoid being stringent to a strict deadline if you or your team feel that you are compromising on the quality of your content.
  • Post Format: The format of your post has a lot of impact on the readability. If you lean toward writing short paragraphs with a good amount of whitespace and images, you can produce a short form or long form content and both can be equally engaging.

6. Don’t expect to get fast results without a proper structure

While marketers may agree that content marketing is a lengthy process and does not get immediate results, at times, it may be the only way to build authority for your business.

To elaborate we are going to discuss the CRM Industry. CRM stands for Customer Relation Management systems.

What is a CRM?

A CRM system gives other teams, such as sales, customer service, business development, or marketing, a better way to manage the external interactions and relationships that drive success. A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all at a central location. The purpose is to make information about every customer interaction available to anyone in your company who might need it. [Source]

The CRM industry is a crowded and competitive space. CRM is the backbone of any brand’s sales and marketing process.

Giants like Salesforce and SAP are battling it out in the open; and brands like Hubspot, Pipedrive, FreshWorks, and others are being billed as the up and coming CRM platforms.

Yet, the industry is still blooming. How do you then outrank the competition?

Paid advertising and outbound marketing are a costly affair.

We will share a small story about a fairly new SaaS company named Pipedrive that tapped content marketing to not only get noticed but also get lot of conversions.

Pipedrive is a young CRM platform that has been targeting small- to mid-level businesses. It focuses on content marketing efforts to improve its conversion rates.

Pipedrive devised a content strategy around sales management (a highly competitive keyword on Google and in the CRM universe). It took 3 months for it to rank from nothing to the first position on Google.

“Sales management” has a monthly search volume of approximately 10k with a high competitive score.

After a lot of brainstorming and coming out with a well-laid strategy, Pipedrive’s content marketing team could deliver in under 3 months.

So, before you play down content marketing as a strategy, think about Pipedrive—a nascent CRM platform that is now present in 140 countries with 4 offices across the globe.

You can read the complete case study here.

Content marketing might not bring you fast results, but planned execution can bring in massive results in 6 months.

7. Focus on Social Media

Marketers disregard social media as a viable, alternative method to build traffic and drive user engagement.

We were able to identify 2 major reasons for it:

  • Marketers believe that social media is meant only for businesses, which are targeting millennials and tech-savvy consumers.
  • Social media efforts result in wastage of valuable time. Marketers believe that if they can create quality content, search results will automatically bring in customers, en masse.

There are additional points other than the above reasoning.

  1. Almost 2 billion people are using social in one form or another. If you are not leveraging social media, you are losing a huge chunk of the audience.
  2. I’m sure, you’ve heard the phrase, “Putting all your eggs in one basket.” This phrase means banking excessively on just one method for achieving success. In content marketing, while search results bring in a major chunk of your audience, a simple change in the Google algorithm can completely block your traffic. So, there is a need to explore other channels as well to maintain a consistent traffic flow.
  3. You can’t build a relation without interacting with your customers and clients. Social media is one of the best ways to start building one.

8. Don’t Write Content Just around Your Brand

A common habit among marketers is of focusing their content only on their own product or service. To your target audience, this comes off as too promotional, so at times, the audience complains that it’s hard to trust such brands.

This can become a major problem for marketers who are trying to cultivate a meaningful relationship with their audience that benefits both parties.

Then what should you do?

The key purpose of content marketing is to develop a worthwhile relationship with the target audience. The readers should relate to you as a brand that genuinely treats a customer’s problem as its own problem.

Start looking for challenges your audience is facing. Create content that offers effective countermeasures to help overcome those challenges.

When your audience notices that your content is consistently relevant, they will keep coming back for more.

9. Invest in Content Marketing

Many organizations start delving into content marketing because they think the investment is zero or next to zero.

While this concern is true to an extent. You should understand that quality content creation has no importance if it’s not promoted on the right channel at the right time.

Promotion depends on your audience type.

For example, for targeting B2B audience, you may use professional networks like LinkedIn and GrowthHackers as well as public platforms like Twitter by using retargeting and online behavior.

Investing a small amount (a few hundred dollars a month) can help you promote your post to not just a few hundreds, but many thousands.

10. Write for the Web

Writing on the web is different from other forms of writing. Choose a topic and run a search query on Google, and you’ll find a sea of similar articles.

Therefore, it’s important to stand out.

Here is a popular framework that can help you improve the usability of your blog post and allow it to be more in sync with your audience.

Starting Afresh

Even if you have failed with content marketing at some point in your professional lives, that’s not the end you can try again.

To get results from your content marketing efforts, you need to give it a lot of time.

Look for small wins to gain the initial momentum. For example, set a target of building 5 inbound links to your website in the first month, or get 500 shares about your blog in 2 weeks’ time. When you start achieving your subgoals while going for the bigger goal, it becomes more quantifiable and attainable.

If you’re serious about content marketing, I’m looking forward to learning what sort of problems you faced or are facing during your journey in this field. Did you solve it, or are you working toward it? We would love to hear from you in our Comments section.

The post 10 Ways To Build An Actionable Content Marketing Strategy To Boost Conversion Rates appeared first on VWO Blog.

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10 Ways To Build An Actionable Content Marketing Strategy To Boost Conversion Rates

Why Businesses Are Not Satisfied With Their Conversion Rates?

A study from Econsultancy states that only 22% of businesses are satisfied with their conversion rates.

Read the following observations related to website data:

  • Your website is turning your visitors away, and you don’t know why.
  • You are experiencing low visitor engagement on your website.
  • High bounce rate and low conversion rate are your major concerns.

If you are facing any or all of the above challenges, you know that your conversion rate is lower than expected. This post can help you address these challenges and find a solution to overcome these.

You may not know which design or copy elements you need to change in order to increase the conversion rate. And this is where Conversion Rate Optimization (CRO) steps in.

More Google searches for “conversion rate optimization” are being made than ever before. Google

Conversion Rate Optimization is a long-term process that helps you analyze what’s wrong, understand how you can fix it, and optimize your website to boost its conversion rate.

Companies whose conversion rates improved last year are conducting 50% more A/B tests and 47% are using more methods to improve conversion. Econsultancy

Problem with CRO Implementation

CRO, being a budding industry that’s booming rapidly, which in turn implies a scarcity of quality resources and a number of challenges. And that’s where maximum damage takes place.

In addition to the challenge of “lack of resources”, CRO is still pictured as an “optional” or “additional” marketing effort, but not a “necessary” one. Some marketers still believe that some quick fixes can do the magic. In such cases, the conversion rate can mostly be dissatisfactory.

Let’s have a quick look at the major problems with CRO:

  • Lack of technical knowledge
  • Limited industry experience
  • Lack of resources and a defined process
  • No quality assurance

Lack of Technical Knowledge

About 58% of CRO professionals have been in the field for 2 years or fewer. (Source)

A basic understanding of Statistics, UX, Design, Development, or Analytics doesn’t suffice to become a CRO expert. You need to be good at all of these (and much more) to run a successful CRO program.

Also, there are many who still confuse A/B testing with the entire conversion process and are unaware of what all they can do in terms of optimization. In such cases, it becomes hard to measure success, especially if they don’t know what metrics matter.

Limited Industry Experience

As CRO is a rapidly evolving industry, staying updated with industry is a constant challenge for many. Limited industry knowledge sometimes also accounts for making wrong choices while choosing a CRO platform and prioritizing A/B testing hypotheses that might not be beneficial.

Lack of Resources and a Defined Process

According to a survey by ConversionXL, 41% had no one in particular who was accountable for optimization efforts. The survey also showed that around 30% of companies had a dedicated employee assigned to the task.

Optimization to boost conversion rates

In most of the cases, there is no one analyzing the data carefully, giving a well-researched suggestion, running tests, and boosting the conversion rate. Besides this, the lack of a defined process is a constant problem.

Another constraint is the budget allocation for CRO. As CRO is seen as something “optional,” a small budget is allocated for this process.

Lack of resources leads to no or minimal understanding for the users, leading to lesser scope for experimentation. This leaves businesses in a tough spot where they lack in terms of coming up with new test ideas.

No Quality Assurance

While there is no quality check being done – no cross-device testing, no cross-browser testing etc, a huge number of errors is quite a common scenario. Also, there are no set primary and secondary KPI’s to validate the results.

As a Result

  • Unexplored CRO capabilities
  • Limited understanding of visitors and customers
  • Low conversion rates
  • Drop in ROI

What you had imagined and what you experience could have no similarities at all.

With all the case studies out there shouting results like 41% increase in sales, 400% more conversions, or 600% increase in social shares, it’s easy to believe that the ROI of your dreams is just a few tests away.

Unfortunately, conversion rate optimization isn’t that simple. Just putting together a test based on assumption is not enough to guarantee you a better conversion rates—in fact, only 1 in 7 A/B tests produces a winning result!

Solution

Having a predefined CRO process and a dedicated CRO team or the person accountable for CRO is what it’ll take.

It is known that not many organizations have the resource/bandwidth to have a CRO process, but that should NOT stop you from testing/experimenting. The growing need for a dedicated CRO team has led many agencies and  CRO platforms to move to a solution-based approach. Their dedicated CRO team provides constant support, right from the research to the post-campaign analysis. And that’s exactly what the VWO’s service team does.

If you don’t have an in-house team to support you for the entire CRO process, our dedicated services team is there to help you.

What can you expect?

“Working with VWO Professional Services was a very smooth process. After we provided the test hypothesis and desired setup, they had the test ready to run in just one day.

We found their technical expertise especially valuable – this enabled us to expedite the setup process and saved us many hours that would have been spent trying to resolve technical challenges.

Additionally, the quick response time and reliable customer service provided is commendable. We are glad to have VWO as a partner, thank you VWO!”

-Yong

ZALORA

Our Services team takes charge of ideation, planning, testing, and analysis.

VWO Service team to boost conversion rates

Creating the test was so easy with the help and support of VWO. We supplied them with the test hypothesis, wireframe, and design layout and they coded it up within one day. The design needed only minor alterations from the layout supplied and these were done within the hour. They also put the variation through QA testing. Their support didn’t stop there, once we set up the test they then went into it to review it and also made additional tracking recommendations. It’s great having a partner like VWO onboard, who pricing is fair and their customer service is excellent. Well done VWO and thank you

-Neil

LULALU

Read more about the services here.

Optimization to boost conversion rates

VWO Services is as good as having a dedicated internal team. These guys are quick, efficient and don’t stop until the job is done.

– Jason Tippins

E-Commerce Analytics Manager | BBC Store

While the CRO market is expected to reach $45.2bn by 2022, you wouldn’t want to stay behind. In any company, for the CRO process to be successful and less challenging, it is important to keep experimenting and believing that these experiments will work.

With multiple plans available to fit your business goals, connect with us over a call or drop an email at marketing@vwo.com

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Why Businesses Are Not Satisfied With Their Conversion Rates?

Learning Conversion Optimization From Football: 5 Key Takeaways

“The ball is round, the game lasts ninety minutes, and everything else is just theory.”

— Sepp Herberger

In Portuguese, football is known as o Jogo bonito, which translates to The Beautiful Game. At VWO, we believe that like football, conversion rate optimization, or CRO, can be done beautifully.

When a person is introduced to a complex topic such as CRO, there is a lot of information to be processed, which can get quite overwhelming. However, according to Harvard Business School professors Jan W. Rivkin and Giovanni Gavetti, if a concept is learned with the help of an analogy, the process can be eased.

This post aims to highlight the similarities between Football and Conversion Rate Optimization. For those who want to learn about CRO from a technical perspective, please refer to The Beginner’s Guide to CRO.

Goals

CRO - Goals

Why Are Goals Important?

Goals win you matches—it’s as simple as that. Score more number of goals than your opponent, and the match is yours. It’s not just about the goals that are scored during a football match, but also about the goals or objectives that are set up for the season.

N’golo Kante, a midfielder from the English football club Chelsea, had this to say during a press interview:

“For a club like Chelsea, we want to win everything, we’re going to try and win everything. It’s a new challenge for everyone.”

All football clubs set up their respective goals at the beginning of the season, whether these include winning the trophy, a particular league, or just some number of matches.

Key Takeaways for CRO

Before starting with Conversion Optimization, it is important to set up goals that can be tracked and measured anytime during the process.

The goals created in an A/B test should align with your business objectives. The primary goal selected will be used then to decide the outcome of the test.

The results of the minor goals that accompany the primary goal can influence the final decision made just after the test has just concluded.

Research and Analysis

CRO with Football - Heatmap

Why Is It Important?

Every year, football leagues are getting more competitive. The stakes are getting higher, and the pressure is mounting. With the help of research and analysis by using modern technology, teams are able to plan and prepare better for a football season.

A manager can now watch heatmaps of players’ movements on-field. Players can now watch recordings of their own gameplay and more. The Guardian refers to this revolution as “datafication” of Football.

In their spare time, football players practice on PlayStation to improve their decision-making skills and to become better at their game. Former Italian footballer Andrea Pirlo was even quoted saying this: “After the wheel, the best invention is the PlayStation.”

Key Takeaways for CRO

After the baseline metrics are decided, it is important to research and analyze how you can achieve the desired goals.

Research and analysis includes viewing heatmaps, watching visitor recordings, or conducting on-page surveys that ask your visitors for relevant feedback.

With the help of research and analysis, you can get answers to the following 3 questions:

  • What do visitors do on your website?
  • How do visitors behave?
  • Why do visitors do what they do?

Plan

Why Is It Important?

After research and analysis, the next task for a manager is to plan for the season ahead. This includes deciding the squad, tactics, and formations.
Planning is not only limited to preseason. It is a continuous process that goes on during and after the season gets over.
On the training ground and during matches, managers have their diaries out, where they note down observations and try them out in the later part of the season.

Regarding observations, Sir Alex Ferguson, manager of Manchester United for 26 years had this to say:

“I don’t think many people fully understand the value of observing, but I came to see observation as a critical part of my management skills. The ability to see things is key or, more specifically, the ability to see things you don’t expect to see.”

Key Takeaways for CRO

As you come across and analyze problems during the research phase, it is important to note your observations. Organize these well at one place.

The next part of the process is to create a hypothesis from these observations and prioritize these based on their importance. Validating the hypothesis is the most important part of the testing phase.

Testing

Testing Football formations
You can see that even the same formation (4-4-2) is tested with different position, source

Why Is It Important?

In the picture above, even the same formation (4-4-2) is tested with different positions. Football managers don’t get formations right in the first go.

They constantly experiment with their formations throughout the season and ultimately change it to the one in which all the players seem to fit in perfectly.

For example, Chelsea with their 3–4–3 formation—a much-favored formation in football—won the league.

Within formations, managers also rotate their players. According to football analysts, the key to Real Madrid’s successful 2016–17 football campaign was Zidane’s clever squad rotation.

Key Takeaways for CRO

Don’t be afraid to experiment. Every element of your website can be tested, from colors to text to images.

Testing is not just limited to plain A/B testing. You can create combinations of elements on your website and run multivariate tests.

By changing the complete layout of certain pages, you can also try out Split URL tests.

Learning and Deployment Phase

Why Is It Important?

Consider the example of Real Madrid’s manager Zinedine Zidane who used a 4–3–3 combination in the form of a sharp arrowhead.

He tested different combinations by playing Marco and Morata in a couple of matches but mostly stuck with the trio of Benzema, Bale, and Cristiano (popularly known as BBC) in the front. This combination led Real Madrid to glory in the champions league.

Real Madrid Formation
Source

It is important to test different combinations and learn from the mistakes to get the formation right in the end. With the combination of a winning mentality and experimentation, you are finally on the road to success.

Key Takeaways for CRO

It is important to learn from every test, the way a football manager does from every match. The best way to find out your winning combination is to have a well-structured conversion optimization process in place.

After you have successfully found the winning variation, deploy it on the website to achieve your goals.

Parting Notes

We hope you enjoyed reading the analogies we made between football and CRO. Next time, when you are watching a game of football, you should be able to notice and appreciate all the efforts that go into the strategy and preparation before the start of the game.

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Learning Conversion Optimization From Football: 5 Key Takeaways

How To Convert Your Website Visitors Into High-Quality Leads

It would be a dream come true if every person who visited your website ended up converting or at least became a valuable lead. But you know that that’s not how it works.

At the same time, it’s possible to get closer to achieving this goal by taking some actions that may turn your visitors into high-quality leads. This can have a significant impact on your conversion rate.

While it’s important to optimize your sign-up forms, these aren’t the only way to capture leads. If you’re only relying on these, there’s a good chance you are struggling to improve your lead generation results. A lot of visitors may not be willing to part with their personal information. And others may not find your site interesting enough to sign up.

This post will not focus on optimizing your sign-up forms. Instead, you’ll learn new, innovative ways to convert your website visitors into high-quality leads.

1. Create Personalized Experiences for Visitors

What you need to remember is that your visitors come from different backgrounds. They may have landed on your site through completely different channels and could be looking through your website to find completely different things.

By understanding their differences and delivering experiences that befit their individual needs, you can improve your chances of turning them into valuable leads. You may think this sounds challenging. But by using the right tools, you should be able to collect accurate data about your visitors and their behavior.

Leadfeeder, for example, helps you discover who visited your website, where they came from, and what pages they viewed during their visit. It can also update your CRM automatically in case there are any revisits. Using all this information and automatic CRM update, you can follow up more effectively with content that’s personalized according to their preferences, behavior, and interests.

Leedfeeder

And even if the visitors end up exiting your site and don’t convert through forms, you can use this data in your re-engagement strategy. For example, you can find out which pages engaged them longer. And you can use this information to show personalized social media ads, displaying the products or services they viewed.

You can use the Leadfeeder data to help you design ads with offers, content suggestions, and/or product recommendations relevant to visitor behavior. The goal is to ensure that visitors see ads that suit their needs and interests so that they potentially turn into leads.

2. Provide Real-Time Support

Someone ends up on your site after conducting a relevant Google search. But when they look through your site, they can’t find the exact information they need. Or they were viewing a certain service package and some points weren’t clear to them.

There can be 2 outcomes in this case—either they leave and go to your competitors or you provide them with the help they need and turn them into valuable leads.

That’s why you need to make it easier for visitors to get help when they need it. Make sure your search bar is clearly visible and FAQ section is easily accessible. Better yet, why not add a live chat support feature on your website? That way, you can quickly answer visitor queries in real time and they don’t have to wait for hours waiting for your responses.

Many businesses have benefited from implementing live chat support on their website.  Logical Position, for example, experienced a 150% increase in inbound leads.

As you can see in the screenshot below, the live chat button is clearly visible on the right side of the screen. Visitors who need some help can just click the button and chat with one of the company’s representatives.

Live chat on page

3. Reward Visitors with Something Valuable

To turn more website visitors into high-quality leads, you need to step up in the content marketing game. When visitors land on your site, the best way to engage with them is through your website content. It can be actionable blog posts, intriguing videos, eye-catching infographics, or anything that they might find valuable.

You need to engage them enough to the point that they realize your value and expertise. Your content can show them how much of an expert you are in the field. After gaining their confidence, offer something exclusive and valuable that will make visitors sign up for your newsletter or subscribe to your blog post.

Also, you can offer your website visitors a free ebook that will guide them on a relevant topic. Or you can offer them free access to your webinar or any exclusive content that is available only when they provide their email address. You can even go so far as to provide them with a free trial in exchange for an email address.

Clever, for instance, offers free access to a report on influencers in exchange for some personal information.

Clever Forms

4. Implement Exit-Intent Pop-Ups

After visitors browse through your website, you may notice that they are still leaving without signing up. Although you may not be sure of the reason, it’s a good idea to make the final attempt to engage them before they leave. Try displaying exit-intent pop-ups to visitors who show any intention to leave.

These pop-ups can display some exclusive offers or opportunities that weren’t easily visible earlier. The goal is to make the visitors pause and think for a minute, which can hopefully end up in a lead.

Here’s an example of an exit-intent pop-up from Conversific, offering a free ebook to visitors.

Lead Popup by Conversific

But make sure you optimize these pop-ups in such a way that you deliver these to only the most relevant visitors.

For example, instead of displaying exit pop-ups for each and every visitor who’s leaving, you can show these to visitors who have spent some time browsing through your site. Or you can customize the offer according to visitors’ behavior, such as the pages they seem to be most interested in.

Conclusion

These are some of the best ways to turn your website visitors into high-quality leads. As you can see, it’s all about delivering a personalized experience to your visitors and enhancing their experience in such a way that they feel valued.

Got any questions about the points? Let me know in the comments.

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How To Convert Your Website Visitors Into High-Quality Leads