Marketing teams often put a lot of emphasis on traffic generation… and not without reason. Everyone wants to get eyes on their business website, increasing familiarity with product and service offerings. But of course, familiarity is not the ultimate goal. Businesses want to close sales, which means turning traffic into qualified leads. From there, the sales team can move in to do their job.
Getting more out of your existing traffic and leads is an important way to promote long-term, sustained growth. In this post, we’ll share some tips on how to do this, specifically focusing on the practice of conversion rate optimization.
What is Conversion Rate Optimization?
When we talk about conversion rate optimization, what specifically are we talking about?
To put it most succinctly, conversion rate optimization is all about enhancing your website to increase the number of leads it generates. There are a number of ways to accomplish this goal, but the results should always be an influx of highly qualified leads, lower acquisition costs, and higher revenues overall.
Where Should You Implement Your Conversion Rate Optimization Strategy?
While you can focus on conversions anywhere on your business website, there are a few sections where conversion rate optimization is especially impactful: Your homepage, your pricing page, blog posts, and landing pages.
Homepage
Your homepage is where you make a first impression with visitors. With a good conversion optimization strategy, it can also be where you retain visitors and lead them deeper into your website content. You can make your homepage more of a conversion generator by:
- Emphasizing links to product or service information.
- Offering buttons for free signups.
- Incorporating chatbots to address any user questions.
- Ensuring a smart, strategic CTA structure.
Pricing Page
Your pricing page can also be an important area to focus on conversions. A few tips to make your pricing pages more effective include:
- Modify pricing intervals, for instance focusing on per-month instead of per-year.
- Providing detailed information about features associated with each price point.
- Providing phone numbers or forms where users can request individualized quotes.
Blog Posts
Your blog is also a good place to optimize conversion rates. While the best blog posts are always going to be informative and educational, they can also be sales and conversion generators! Some strategies to pursue:
- Feature CTAs throughout your blog posts.
- Invite readers to go deeper on a particular topic by submitting their contact information in exchange for an e-book or white paper.
Landing Pages
Landing pages are specifically designed to prompt specific actions, with each landing page focusing on a particular product or service. There are plenty of ways to make your landing pages more effective, including:
- Provide plenty of clear, visible CTAs.
- Keep the content short, sweet, and narrowly focused on the benefits of the product or service in question.
- Include testimonials and other forms of social proof.
- If it’s a landing page for a downloadable guide or e-book, make sure you provide a free preview.
Turn Your Business Website into a Conversion Generator
A good website is able to accomplish several things at once: It attracts traffic, educates readers about your brand, and, ultimately, it facilitates conversions.
Is your website doing everything it should? If not, it may be time for you to consider having it redesigned. At Woland Web, we make beautiful websites that are carefully engineered to meet important marketing goals, including lead generation and conversion optimization. We’d love to tell you more about different ways to get more out of your website. Take the next step by scheduling a website consultation with Woland Web today.
