One common mistake that small businesses in Dallas make when getting started with SEO or online marketing is focusing exclusively on traffic or Google rankings. While of course getting high ranks and improving traffic are important marketing goals, they aren’t what really matters for your business.
What does matter? The answer, of course, is leads! What you really want from your online marketing campaign is to keep the leads coming in and your phone ringing. And while more traffic will help, you need to start conversion rate optimization to really see serious lead generation results.
So what exactly is conversion rate optimization? It’s a complicated name for a simple subject: converting online visitors into actual customers. And although this might sound basic, many business owners in Dallas fail to consider this important step when getting started with online marketing. So to help your business actual get leads, not just traffic, we’ve put together a few key tips to get started optimizing for conversions.
- Define Your Business Goals. This is a critical strategic first step. You need to figure out what exactly you want users to do when they visit your website. For many businesses, this will be a standard conversion action like filling out a form or making a call. Some businesses might have multiple conversions – for example, downloading a whitepaper, watching a video, filling out a quote request, or starting a live chat session. Whatever you want your website to actually do, the first step is defining your goals clearly.
- Insert Calls to Action. A call to action is basically some element of your website that prompts the user to do something that you want. Many websites fail to include these important elements, which can cause users to leave the site without converting. If you want your users to make a call, put your phone number in your website header in bold font. If you want people to fill out a form, consider including your form as a persistent design element on your website – for example, on your sidebar. Basically, you want your website to make it very obvious to users what they need to do. The more direct, straightforward, and prominent your calls to action, the better your conversion rate will be.
- Implement Analytics. As the saying goes, “if you can’t measure it, it doesn’t exist.” You can’t properly optimize for conversions if you aren’t measuring them. Use analytics software like Google Analytics to track important conversions like filling out a form, and then study your marketing efforts to see which traffic sources are actually driving leads – not just clicks. Getting a proper analytics setup also allows you to begin measuring ROI, which is another critical online marketing metric. If you know how many leads you’re getting, how much each lead is worth, and how much you’re spending to get them, you can get a real, tangible understanding of how effective your marketing campaigns really are.
With these few simple steps, you’ll be on the right track to start really using your website and online marketing efforts to generate business results. Of course, the world of conversion rate optimization goes much deeper than this, including sophisticated software which allows for website testing and automatic optimization. If you’d like to learn more about improving your conversion rate and generating more leads online, the Tech-Critic team can help. Contact us today for a free website optimization analysis.