Whether you’re a B2B or B2C company, optimising your website for conversion should be a key component of your digital strategy. Here’s a simple blueprint to generate landing pages that convert will ultimately boost your bottom line.
Step One: How are you tracking?
Before throwing any additional funds at digital marketing you need to assess how well you are measuring your efforts, and simply having a Google tracking code in your HTML is not going to cut it.
1. Have conversions funnels been set up within Google Analytics (for email sign ups, purchases etc)?
2. Are your Google Webmaster/Adwords accounts linked to your Google Analytics account?
3. Are you tracking phone leads from your website?
4. Have you surveyed your web browsers /or collected feedback?
5. Are you measuring how many additional leads you are generating from your email marketing?
6. Are you analysing how users interact with your website, through the likes of heat maps in Google In-Page Analytics?
7. How do you track success? Too many companies rely solely on total website visitors.
Step Two: How intuitive is it?
If someone in your target market lands on your website how quickly can they grasp the concept and take an action that is both appropriate to what you want them to do and what will benefit them. Squarespace a great example of an intuitive landing page.
They have kept their homepage very simple, allowing people to use slick templates to build websites. Through the imagery and text they are creating the look of someone who has ‘created their own space,’ then the primary call to action directly in the centre is a “Get Started” button.
Step Three: What makes you different?
At the end of the day your website is there to sell you, so you have five seconds to convince visitors why they should use you over competitors. This is done by making your unique value proposition immediate, simple, clear and engaging.
Visual Website Optimizer is a great example of this. Traditionally A/B testing has required coding expertise, however Visual Website Optimizer stands out through a visual interface that allows anyone to be able to A/B test.
Step Four: How trusted are you?
If you are a new brand to the market you can build trust quickly by utilising either customer/client testimonials, industry accreditations or well-known other brands that have ties to your product or service.
If there is room, we recommend putting these trust building elements above the fold. This will help to improve conversion rates.
Conclusion: Whatever elements you choose to include in your website, as long as your tracking is set up correctly and changes are being A/B tested, you should never go too awry.