This post is part of a series about the Internet marketing strategy I call Inbound Marketing. It is also part of a sub-series about website conversion. To access either lead post please click either of the links in the prior sentences.
You’ve attracted your audience to your website through an effective strategy of content and publishing, but your conversion rate is low.
What to do? What to do?
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Step 1 is to analyze your “conversion path” looking for anything that might distract someone from completing the conversion.
As an example, let me use a two part conversion. Let’s assume you sell a product that allows you to turn your cell phone video camera into a Point of View (POV) camera via various mounts (helmet, head, chest, windshield, etc).
You’ve defined a two step conversion process:
- At the end of every blog post you provide the website visitor with a CTA to watch a short demo video.
- The demo video shows a really cool capability, perhaps a video shot from the front of a motorcycle.
- At the end of the video you provide a CTA where they buy your product.
When the web visitors take step 1 and goes to the demo video, there should only be two things on the page:
- The ability to watch the video.
- The CTA to the order page.
Everything else should be removed. No sidebar, no email signup, no menu, no nothing.
When the web visitors take step 2 and go to the product ordering page, there should only be one thing on the page:
- The ability to order product.
As above, everything else should be removed, even the menu at the top of the page.
Why? They’re going to leave the page somehow, by giving them only two options (take the next predefined step or close the browser window) you GREATLY increase the odds of them taking the next step. Greatly!
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