Your corporate website serves a lot of purposes, but in an inbound marketing world, one of the most important jobs it has is to convert visitors with a proper B2B content marketing strategy.
A best practice SEO strategy and an engaging social media presence can help bring visitors to your site, but getting them there is only part of the equation. Once visitors enter your site, you still need to keep them there, keep them coming back and, most importantly, keep them converting.
A big part of achieving that goal is filling your website with valuable content that meets the needs of and engages your target audience. But once again, that’s only part of the equation. How you display that content and interact with visitors on your site also plays a critical role in driving conversions.
How Can You Drive Visitors to Convert?
In order to increase website conversions, you first need to understand what drives visitors to convert and how you can improve in those areas. Embracing the following five best practices can help provide the actionable intelligence you need to do just that.
Evaluate Relevant Technology
There’s a lot of technology out there that can help you boost conversions in the short and long term.
Short term, a tool like OptinMonster can help by prompting users with a gated offer (which you can build using the tool itself) as they are about to leave your site. OptinMonster works by tracking user behavior (e.g. a mouse moving toward the exit button) and offers built in A/B testing and analytics. Meanwhile, a tool like ScheduleOnce can get you even more than a name and email address it — it can get you a meeting. ScheduleOnce is an automatic booking tool that allows website visitors to schedule a meeting with your team based on availability in a calendar that you control.
Long term, a website tracking tool that helps you better understand who visits your website can provide the intelligence you need to boost conversion down the road. For example, a tool that can help you understand where traffic comes from and how it flows can help you optimize the activities that bring in quality prospects and ensure you drive those visitors down the appropriate path. Additionally, a tool that can identify known vs. unknown visitors can alert salespeople when high value prospects visit your site and help you determine how well your site converts different types of visitors.
Make Calls to Action Clear and Concise
How exactly do you want someone to convert? And what will they get in return? Your call to action should tell them exactly that. Whether it’s filling out a form to download a piece of gated content, using a “contact us” box or even scheduling a meeting using a tool like ScheduleOnce, your CTA needs to be clear and concise. By this, we mean that what you want users to do and why they should do it needs to be easy for them to understand with only a quick glance.
In addition to having clear and concise CTAs, you also need to make sure your CTAs stand out. That means placing them optimally on your site and making them compelling by using graphics, colors, etc. to catch your visitors’ attention.
Use A/B Testing to Understand the Impact of Changes
How do you know whether a CTA placed on the left or right side of your website converts better? Or whether a form with a red button or a blue button converts better? You can hypothesize, or you can actually test that hypothesis and get real results with A/B testing.
Remember: There’s a lot that contributes to whether or not someone will convert, including your content itself, how it’s displayed and what you ask of site visitors. And there’s also a lot of different combinations for stringing those factors together. A well-developed A/B testing strategy can help you improve how you serve content to your website visitors based on demonstrated preferences, not just conjecture or what your team likes best.
Obsess Over User Experience
Today, user experience is everything. No one will stick around on a site that looks like it was built 15 years ago, even if it does have exactly what they’re looking for. Therefore, you need to make delivering a stellar user experience a priority. This means A/B testing to understand how site changes impact performance as described above, optimizing for devices of all kinds with a responsive design and creating an engaging and visually attractive look and feel.
Develop Clear Paths and Set Expectations
Finally, in an effort to deliver the right information to the right person at the right time, you need to develop clear paths that guide visitors through your website. If it’s hard to find the information they need, visitors are more likely to leave without converting. On the flip side, if you can keep serving visitors the best next piece of information and make that path simple to follow, they’re more likely to convert.
As you guide users both to and through your website, you also need to make clear what they can expect should they keep moving down the path you’ve created. That clarity is important for two reasons. First of all, it can help entice them to take the desired action. Second of all, if they land on a page that doesn’t meet their expectations, they’re more likely to abandon your site.
How Well Are You Converting Website Visitors?
As you look to improve website conversions, it’s important that you baseline where you stand currently so that you can track improvements based on efforts like these. Additionally, be sure to regularly revisit these metrics over time so that you can determine if your efforts are paying off and the extent to which they’ve impacted your marketing results in terms of conversions and beyond.