Conversion means a lot more than most would think. Conversion happens at several places in the web lead path. CRO = Conversion Rate Optimization
Let’s say you are ranking on the search engines, and you want to get leads.
You have to get your page ranking to match a query someone uses on Google. This is the first step in the path. The goal is to rank as high as possible for that search term as clicks massively increase with each higher position.
In this image, from Keylime Toolbox, you can clearly see the difference in click through rate based on position. This study is custom to them, yet in studies across the web, you’ll find the higher the ranking position, the higher the click through rate. Although position has the highest affect on click through rate from impression to click through, the snippet matters as well.
We will cover controlling the snippet on the next step.
You have to convert that visitor to a click. The visitor types in a keyword or phrase (query) and your page is shown on the results page (your page showing in the results is an impression). Now a Snippet is shown that tells the user what your page is about. So your Snippet (title, 2 line description, URL) has to conver to a CLICK. This is a conversion.
Math: Total CLICKS/Total IMPRESSIONS – Conversion Rate %
You can control what your snippets look like in the page title and meta description. A Clear Call to action and description will be required to increase click through rate. You can see your click through rate for many queries using Google Search Console. (free).
Once the user clicks through to your page, your goal is to get them interested in something enough that they become a lead. You will have some sort of offer: home value, guide, IDX, Checklist etc. with the goal of registration. This is a conversion.
Math: Total Registrations (or Leads)/ Total (or unique) Page Views = Conversion Rate for that page.
This is so important. What if you had a page you build on your website designed to bring in a lead through listing searches (IDX). Yet your IDX provider is not strong in capture, so your page only converts at 1%. So you get 1 lead for every 100 visitors. Now you put in a stronger IDX and convert at 3%, that’s now 3 leads for every 100 visits. Now you realize you can use a link instead of a widget and control your forms and registration options, and you increase it to a 5% conversion. Now you get 5 leads for every 100 visits. Massive difference.
Now you have leads. Your leads have to be cultivated and taken through the funnel with value added information and properties, text, calls etc. to get them to the point of live contact. This could be counted as a conversion. You want to know how many of your web leads become live contacts, actually want to speak with you.
Math: Total LIVE contacts/Total Web Leads = Conversion Rate
Take it to close. Now, out of those LIVE leads, you need to get them to the closing table either yourself or through partners like I do. This is where it’s run down for a touchdown!
Math: Total Closings / Total Leads = Conversion %
— Each step in the path is equally important.
Is your system a Lead Conversion Website?
How do you convince leads to make a purchase? Marketing experts speak of confirmation: proof to potential customers that previous purchasers were satisfied with your product or service. There are several powerful ways to convey confirmation, including case studies, customer reviews and testimonials. All of these techniques help convert leads into buyers.
Customer stories can be persuasive if they seem authentic. It’s very tempting for website owners to invent stories about satisfied customers, but our advice is not to do it — your leads are not stupid and will quickly detect a phony story. If you are offering something valuable, you should be able to accumulate positive feedback that you can use. Don’t hide these stories behind log-in screens or customer forms — make them available throughout your website.
Testimonials should be short and powerful. Here are some tips:
. Use real people with real names and titles. If possible, include a photo. For instance, they may have a portrait on Facebook or LinkedIn that they will let your use. All of these features help provide a sense of authenticity. Leave them out and the testimonial will seem false, even if it’s the real thing.
. You should consider placing testimonials on relevant pages. As an example, place a rave about your customer service on your customer support page. Similarly, stick a blurb about your convenient return policy on your shopping cart page.
. You can never have too many testimonials. Make sure you collect and save all positive feedback, including case studies.
. Consider creating a video case study. These are very effective for displaying authenticity.
. Put in links to product review sites that feature your offerings. Local businesses are reviewed on sites like Yelp. If you offer a software product, look at industry-specific directories like Capterra.
Peer influence is a powerful marketing tool. It has been estimated that word-of-mouth referrals are 20 times more effective than marketing events such as media appearances or press releases. A case study is a perfect way to amplify positive customer experiences. Basically, a case study tells the whole story behind a purchase decision, including the factors leading to the purchase and the aftermath of a transaction. Case studies will help your sales team close deals, allow you to spread content across different channels, and provide leads with human stories from passionate evangelists. Case studies encourage a genuine dialogue with your customers.
Call to Action (CTA)
An effective CTA motivates a visitor to take some action he or she wouldn’t take in the absence of the CTA. To that end, you should always place a CTA “above the fold” and in clear sight, allowing visitors to figure out how to proceed. A good CTA is the key to converting traffic into leads. Here are some tips:
. Emphasize the CTA relative to the rest of the page, but don’t make it garish.
. Use colors and graphic design to make your CTAs look irresistible to visitors. The CTA might be an image, form, button or link.
. The CTA should give away something valuable, such as an e-book, whitepaper, report, etc. For heaven’s sake, don’t create a CTA that simply says “Contact Us” – would you respond to that? No, and neither will your visitors.
. Ensure that the visitor understands that the CTA is “clickable”. Include a button or a hover effect, if necessary.
. Don’t overdo it, keep it simple and clear. Too much information in a CTA may turn off potential leads.
. Experiment with different colors, designs and placements. There are commercial tools you can use to set up A/B testing. The CTA that gets the most clicks wins.
The CTA button is probably the most important element. One change to a button can yield dramatic results. Here are four variables to consider when crafting your CTA button:
. Size: Make it big enough to see, and Clear enough to read the Call To Action.
. Location: As we mentioned above, put it above the fold, where it naturally follows the path of your eye. You can use the Browser size utility from Google to discover how much of the page will be seen without scrolling. In longform content, there’s a benefit to also placing the offer at the bottom of the page.
. Color: It should contrast with its surroundings.
. Text: Make it a command, like “Download Free E-Book Now!” Studies show that people respond more when CTA button text is forceful.
And remember: test, test, test. There are no absolutes when it comes to web page design, so test your ideas and see which ones perform the best.