December 2008 Monthly Newsletter :: Anduro Marketing
Make Your Website a Lead Conversion Generator
Most companies understand the value of Search Engine Optimization for driving visitors and potential customers to a website. Intuitively, we know that the next important step is to ensure the website is designed to convert those prospects into useful leads. But increasing the conversion rate is not always as easy as it sounds.
Unlike B2C customers, who often buy on impulse during the first visit, B2B visitors looking to make a purchase follow a buying process, which involves research that can take weeks or months.
Creating a website that encourages micro-conversions, or small incremental actions, will help to engage prospects. Micro-conversions should be behaviors on the website that are easily measurable using clickstream reporting programs like Google Analytics or Omniture. A B2B website that encourages a response from visitors should have relevant, appealing, and well placed response magnets that a prospect finds useful and valuable. Response magnets such as surveys, free trials, demos, and white paper downloads are what entice visitors and increase the probability of a conversion from a prospect into a sales lead.
Typically, websites have a ratio of 20 micro-conversions for every major conversion or sales lead. A high rate of micro-conversions shows that prospects are curious and inquisitive – they are interested. As a result, they are more likely to commit to interacting with a website through the 'contact us' page which would be a major conversion.
Nine Ways to Improve Conversion Rates
1. Know your target market and who is looking at your website.
2. Understand the needs and behaviors of your visitors and your target buyer.
3. Measure the conversion rate of your website; remember that micro-conversions are important.
4. Improve the conversion rate by testing and re-testing different landing pages.
5. Use analytic tools like Google Website Optimizer to help measure A/B testing.
6. Add content that is valuable to visitors and engage them to navigate further into your website.
7. Add response magnets like whitepapers[jn1] , screen shots, free software trials, product demonstrations, voting polls or free evaluations.
8. Add BOBs (big orange buttons) to direct visitors to the right form.
9. Only ask for information that is necessary on each form.
So how important is it to improve conversion rates? Well, if you maintain a rate of 10,000 visitors per month but double the number of conversions from 0.1% to 0.2% you've just added 100 new leads for your sales team to follow. Properly arranging useful content, adding response magnets, and measuring how users interact with your website, you can turn your website into a conversion generator that has a significant impact on your bottom line.
FREE Facebook Marketing Seminar
This session will be held on Monday December 8th from 11:30am to 1:30pm at the Alastair Ross Technology Centre, which is located at 3553 31st Street NW in Calgary. You will leave with increased knowledge about the Facebook business environment and a "how to" plan. To RSVP, please email david.cree@anduro.com.
For more information on any of the products available from Anduro Marketing, contact us at info@anduro.com or (403) 410-3803.
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