The bottom line for every marketer is to increase conversion rates which entail increases the companies revenue. The issue that many of us face is the dreaded plateau on conversion rates. Once this happens, we spend even more resources on trying to create a successful strategy in order to increase conversion rates. But, we neglect one strategy that is vital to success in any marketing venture. That is an inbound marketing funnel strategy. Forget about what you use to know about marketing because it will keep you in the past and in order to be successful, jumping on the inbound train is the only way to go.
There are some key tactics to follow that are proven to increase conversion rates by 6%. Remember, your campaign is only as good as the strategy you choose to implement.
By far this is the most important aspect to any inbound marketing funnel strategy. Not only will an optimized landing page increase your quality score on your paid platforms but it will also drive down your max CPC. Google Adwords for instance, show ads who have a higher quality score over those that have the highest bid. Another reason why landing pages are so important is that if you are driving your traffic with an ad that speaks to a certain product or service, you want to make sure that your landing page speaks to that product. An optimized landing page also drives down your bounce rate and increases your click through rate. These metrics all play into your conversion rate.
So lets say you typed into Google a certain product or service that you are looking to buy and a list of websites come up. So you click on the first one you see and you are taking to a landing page that describes the benefits and a description of what the product or service is. You are really interested in this and want to purchase it. One problem though is you have no clue how to purchase it and you become frustrated and hit the back button and choose a different website. This is a great example of why it is VITAL to have a clear call to action on all of your landing pages. You don’t want someone to get to your landing page and not covert, so make sure they know how they can convert. Calls to actions are also great to use to tell your audience how to convert. Maybe they were just browsing and stumbled upon your website and they are not sure what to do. Its your job to provide a clear action that you want to happen. Keep in mind when you are creating your calls to actions that they are specifically for a goal that your company has in it’s inbound marketing funnel strategy.
Probably one of the biggest struggles for any company is deciding what type of content to include on their landing pages and how much. Your content needs to reflect what your company has to offer. For example if you are selling a simple product like apparel or toys, keep the information short and sweet. If you are selling a more complex product or service that has a higher price you want to provide rich content like case studies, white papers, education blogs and even an area with some FAQ’s. Another big part of writing content is to know who your buyer is and what stage in the buyers journey they are in. Knowing this reduces wasted resources and increases your conversion rates.
If you implement an inbound marketing funnel strategy and focus on the three tactics above, you will quickly be on your way to higher conversion rates. Still not sure if this is a strategy that is right for your company? Click on the button below and find out what Enfusen can do for you!
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SEO Consultant Roger Bryan
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