All too often, small businesses get caught up on measuring website traffic volumes and page views vs. the metric that really drives revenue—conversions.
Maximizing your conversion rate should be the most important objective of your marketing strategy if you’re looking to increase sales and grow your business. Conversions, also known as “desired outcomes”, can range from a website visitor sharing their contact information in exchange for receiving a free content download to someone responding to a specific offer from your email marketing, search engine advertising or a banner on your website.
One widely accepted definition of conversion rate is the number of desired outcomes divided by the total number of unique visitors. For instance, if you’re desired outcome is to get website visitors to complete a contact form on a landing page and 100 visitors completed the form out of a total of 1000 that visited the landing page, your conversion rate is 10%.
To maximize your conversion rates, we suggest focusing on the elements that can make the biggest difference:
Be sure what you’re using as the “conversion magnet” is attractive to your target audience and appeals to their needs or challenges, not yours. Free downloads that feature content that contains case studies or helpful tips are very effective.
Have a clear call-to-action using a strong action verb and a graphic button that’s easy to see and use.
Ask for only the most basic contact information, i.e., name, email address and phone number. This will increase your form completion rates.
Reassure the lead that your business keeps all contact information confidential and does not share their information with third parties.