Your website can be a powerful sales tool, but only if you know how to convert your site visitors into paying customers. That’s where conversion optimization techniques come into play - all the steps and “tricks” you can use to motivate casual visitors to become diehard fans of your service or product. While established major brands can rely on word-of-mouth and a long-term market presence to drive a considerable amount of business, SMBs - new or established - need to know how to use CRO techniques to tap into a broader market and to keep sales strong. Here are some of the top techniques that can help you improve your site’s conversion rates:
CRO is not a one-time deal; it’s an ongoing process that demands continual attention and routine action. The “up” side: All that time you spend on your site can yield some major dividends, helping you grow your brand - bottom line. When it comes to retooling a marketing plan, most SMBs focus on major projects like a complete redesign of their website or an extensive email campaign. But the fact is, while major efforts can certainly be successful, sometimes all it takes is a little tweaking and fine-tuning to breathe new life into an existing campaign. And one of the best ways to do that is to focus on your calls to action (or CTAs), those pithy bits of text that invite potential customers to place an order, request a “freebie,” opt in to an email list or take some other action that moves them forward in your sales funnel. CTAs are typically short and to the point, and while they may seem easy to write, their brevity is deceptive - in fact, many business owners completely miss the mark when crafting CTAs for their marketing campaigns. Not sure if your CTAs are pulling their weight? Check out these tips:
Need some inspiration? Hubspot offers some examples of effective CTAs here. Take an hour or two this week to evaluate your CTAs, then do a little split-testing to assess your results. The benefits to your business will be immediate! Google Analytics is a tool that Google provides free-of-charge for businesses to view and collect data on their website traffic. Website owners are, naturally, interested in information and behavior regarding site visitors.
If you are a small business owner, you need to start using Google Analytics right away. Why Should You Install Google Analytics? Google Analytics can tell you (among many other facts):
How to Install the Google Analytics Tool To get your website started with Google Analytics:
Now that you have the free Google Analytics tool installed on your website, you can start using it to start tracking data. When you first log in, you’ll be on your overview page, which is a summary page. From there, you’ll have access to 50 reports about your website performance and traffic. Just click on the “Reports” link to access all the available insight data. You can customize the reports by clicking on the dates to change the view. You can compare date ranges by checking the “Compare” box, which is an easy way to compare this month’s data to last month’s, etc. You can hover over graph lines in Audience Overview mode to see details about the graph results, including details about what each graph line indicates. As you can see, Google Analytics is a robust tool that small business owners can use to bring their business to the next level – and is a tool that you should be using – now! |
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