Leveraging SEO and CRO to Increase Leads (Part 2)
In part one of this post we discussed the basics of search engine optimization (SEO) and a few tips to help capture leads. In this article we will dive deeper into how to optimize your conversion rate.
Conversion rate optimization is the systematic process of increasing the percentage of website visitors who take a desired action – be that filling out a form, becoming customers, or otherwise. –Moz.com
Create an Obvious Call to Action
The call to action on your site is extremely important, and a user should never have to search for a way to give you their information. Most web designers that are worth their salt will include a contact link in the header, as this is where most users expect it. Attention spans are short on the internet, so if it isn’t in an obvious place, you’re already losing lead opportunities.
Look at your website analytics and identify which pages on your site get the most traffic, then make it easy for users to convert from those pages.
For example, if your blog articles are getting a ton of inbound traffic, consider adding a call to action or a contact form to these pages to capture leads. Again, don’t make your users work to give you their info.
There is a fine balance between making your customers feel like they are being sold to and making it very easy for them to buy. The former can hurt you, while the latter is becoming almost a necessity.
To accomplish this, make sure your website is clean, simple, and structured in a recognizable way. You may want to add bells and whistles to your site to set yourself apart, but if this comes at the expense of usability it can seriously hurt your conversion rate.
Tools to Help Conversion Rate
Heat Maps – heat map software allows you to see what elements users are interacting with on your site. The software will generate a color-coded heat map to show you things like where users click and how far down the page they scroll. Are your visitors trying to click on an item that is not clickable? Do customers even see the content at the bottom of a page? Heat maps are a great way to find out.
A/B Testing – these tools allow you to show different versions of a page to different users and compare them to see which work better. Will more users click a green button versus a red one? Does this header image entice users more than the old one? Stop guessing and make updates based on real data.
Analytics – If you don’t already have an analytics platform in place, don’t panic, but stop reading this and go get one right now. Google Analytics is used by most, is free, and is powerful enough for most websites. An analytics platform can give you a ton of data on your site traffic including which pages users view, how long they stay there, and how they reached your site.
Integration and Lead Tracking
If the ultimate goal of your website traffic is to gain more leads, then ensuring your lead tracking is working correctly should be a top priority.
If you don’t have this set up already, the first step is to implement a contact form. Depending on the website platform you are using (WordPress, Joomla, Drupal, etc) you should have a contact form built in, but there are many third-party plugins that can do the job as well.
Once you have a functioning contact form, you will want to consider integrating it with the other tools your sales team uses. This will allow you to have a plan and process in place for inbound leads so they can flow directly from your website into the hands of the sales department.
Marketing Automation – even for low volume lead generation, integrating your contact form with a marketing automation platform is a good idea. At its’ simplest, this will allow you to automate welcome emails and begin building an email list. Many platforms also include advanced email template design tools for email marketing.
CRM Software – integrate your contact forms to send data directly into your CRM software platform so your sales team gets them right away with all the information they need to pursue the sale. This automates an otherwise manual data entry process saving time and reducing mismatched data. Your sales team will love you for this.
Google Tag Manager – Google Tag Manager is a free cloud product that allows you to deploy tracking code and track events and send the data directly to Google Analytics. This will integrate your conversion point data into your analytics software to connect the dots between how users got to your site, and which of those users converted. You can configure micro and macro goal tracking to track anything from a button click to an ecommerce checkout without adding any code to your site.