If you have a business online, then your goal with your blog, website, landing pages, and other marketing materials is to get conversions. The only problem is, a lot of business owners are left scratching their heads and wondering why their fantastic looking site or blog that’s choc full of awesome info just isn’t converting leads into customers, or even visitors into leads.
Rather than suggest that you fiddle with the colour of your headline or the layout of your page, we’re going to give you some advice that will start making an impact on your conversion rate optimisation (CRO) today. Let’s start from the top:
Choose Better Keywords
Choosing the right keywords to drive conversions is harder than it may look. Simply opening up a keyword tool and choosing from the top keywords for your industry or niche may not really be doing you any favours. You’re likely missing out on a ton of qualified traffic that’s far more likely to convert than generalised traffic that couldn’t care less about you or your products and services.
When choosing keywords, it’s a good idea to have a keyword grading tool that will help you determine the answers to these questions:
- Who is my competition and are they targeting the same keyword phrases as I am?
- How many inbound links did that keyword phrase obtain?
- Is this keyword phrase relevant to my company? To my blog?
Here’s something else to consider: the kind of keywords you use. In some instances, when you do find these highly competitive keywords with a keyword tool, it may be worth your while to create one extremely targeted landing page that’s dedicated to just that keyword. As a general rule though, smaller businesses will do better by using long-tail keyword phrases. These have less competition, and are more likely to render more targeted traffic.
Test & Measure The Results
As with any changes that you make, it’s important that you test and measure the results of those changes. Before you test, make sure that you know exactly what you’re measuring, and have a reason why you’re measuring it (in this case, it may be the use of a targeted long-tail keyword).
While it’s important to have some quality inbound marketing software to help you with the results, there are also some basic tests that marketers often forget to conduct that you can do yourself, like:
- Test the landing page yourself. What do you like? What do you hate?
- Have an honest friend or family member test it out. Ask them to note what they like and don’t like. Ask them what catches their eye and make sure that what’s catching their eye matches the messages or elements that you want to stand out on your page.