5 of the best online digital marketing courses

If you’re looking to improve your digital marketing approach, then exploring online digital marketing courses is a great place to start. But remember, not all successful marketers have a formal qualification in place. There’s hordes of great marketing tips and internet marketing advice available online. Discover Webeo: Futures — here you can find videos, best practice guides and blog posts exploring all things digital marketing. Delve into digital content marketing material produced by marketing industry leaders and gain valuable insight and knowledge. Whether you’re looking to boost your existing digital marketing knowledge, or you’re a beginner looking for all-encompassing online marketing courses, there is a program out there for you. We’ve explored some of our favorites, covering a multitude of abilities, price-ranges and qualification types.

Digital Marketing Institute: Professional Diploma in Digital Marketing

“Welcome to the Global Standard in Digital Marketing Training.”

DMI offers a globally-recognized digital marketing training certification. If you’re looking for a formal diploma, then DMI offers courses for you. The Professional Diploma in Digital Marketing is a program suited for all; from beginners to professionals looking to upskill. The course provides an on-hand team for support and an interactive learning system. Key skill development will include modules on social media marketing, SEO and more. DMI courses are paid for, and this specific course take place across 30 hours. Certification levels can range from Certified Digital Marketing Associate through to Certified Digital Marketing Master. DMI also offers a membership, which provides exclusive connections to thought-leading content, industry news and updates, and support for professional development. According to DMI, 95% of its graduates are currently employed, and 88% work at senior or management level.

Google Analytics Academy: get to grips with data

“Learn analytics with free online courses.”

Data is an extremely power digital marketing tool when used correctly. Google Analytics is a house-hold name in the world of marketing and learning to use it to its full effect is a crucial and sought-after skill. Google Analytics Academy helps marketers get to grips with the tool, with courses designed for beginners, advanced marketers, and those looking to discover more of its capabilities. As far as marketing courses go, Google Analytics Academy only explores its own tool; however, analyzing data, making sense of analytics, understanding website traffic and measuring campaign success are all transferable skills that marketers will use across multiple platforms and industries. Like Webeo, Google Analytics Academy also offers a range of informal mini-courses on YouTube to help you further develop your understanding of and relationship with Google marketing tools.

Hootsuite Academy: gain social marketing expertise

“Advance your social media skills and career.”

Online social media platform Hootsuite offers its own academy, providing learning resources and training taught by industry professionals. Boasting more than 400,000 students and 46,000 certified graduates, Hootsuite Academy offers the perfect digital courses for marketers looking to tackle the world of digital and social marketing. The academy offers some free digital marketing courses; however, the majority are individually priced. Courses are predominantly beneficial to Hootsuite users and those specifically working in social media. Costs and timescales vary but are usually between 2 and 40 hours. The platform provides certifications recognized by social media experts around the globe — certifications include a Hootsuite Platform Verification, Social Marketing Verification, and Social Selling Certification.

Marketing Profs: all things internet marketing

“Laser-focused, filler-free training to you a more awesome marketer.”

If you’re looking for a bounty of highly-focused digital marketing training courses, the MarketingProfs could be home to the perfect resources for you. Courses explore specific skills that marketers need to succeed, broken down into campaign frameworks; Strategy, Analyze, Communicate, Create, Management and Plan. Each course is individually priced and comes with a 7 day guarantee — if you’re not a better marketer, the brand will refund your purchase. After completing a course, you’ll receive a downloadable certificate. Or, you can opt to ‘Go Pro’ for access to all courses. Some of the most popular courses include Planning Your Content Marketing Campaign, Marketing Automation Made Easy, and The Six Secrets to Successful Influencer Campaigns.

LinkedIn Learning: for B2B marketing insight

“Keep learning in moments that matter.”

B2B marketer favorite, LinkedIn, is home to LinkedIn Learning. Back in 2015, the social platform acquired Lynda.com — a website founded in 1995, dedicated to creative and business skills. It offers courses, videos and learning path solutions for businesses, covering topics from digital marketing and brand management to advertising and promotion. Courses are individually priced, or users are able to pay for a monthly membership. Program times vary — ranging from under an hour to more than 4 hours, depending on the subject area. Training is hosted by instructors with real-world experience, and most courses offer a certificate of completion. Learn Online Marketing Foundations, Marketing on Instagram, and Digital Marketing Trends and more.

We hope you find the perfect course for you and your team. In the mean-time, why not discover more from Webeo? Our personalization software is leading the way in individualized website experiences. Utilizing a leading global database of business IP addresses, our software serves highly relevant content, tailored language, engaging imagery and personalized greetings based on your website visitor. Impress first-time visitors, wow dream clients, remind existing customers why they work with you and speed up current pipeline prospects. If personalization is part of your wider digital marketing strategy, it’s time to discover Webeo. Create the perfect website for every visitor and book your free demonstration today.

Getting more from your website marketing strategy

What is website marketing?

Website marketing can be defined as promoting your business website, getting more traffic and making more impact. It’s really as simple as that! There are a number of elements that make up an effective website marketing strategy, with multiple channels to explore. But essentially, it’s cost-effective, makes the best use of your B2B site, and creates the opportunity to reach more customers. To get more from your website marketing strategy, you should start with an analysis of your existing website — make use of available data to see what is working and what isn’t. Where are your visitors exiting your site? Which pages are slow to load? How long are users staying on your website? Then, establish who your existing customers are. This will help you identify the different groups that make up your customer base and gain an understanding of what they want to see.

Why website marketing is the cornerstone of your digital strategy

You could have the best product in the world — but if your website doesn’t reflect that, you risk losing customers. B2B websites are traditionally static, uninspiring and full of jargon. But it’s important for marketers to remember who websites are for. If your marketing objectives include acquiring new customers, maximizing existing customers, improving your brand’s reputation or enhancing your digital presence, then your site needs to be at the core of everything you do. It helps make your brand more visible, provides 24/7 access to your product or services, and creates a hub of information and content for potential customers to explore.

According to Business Insider, 40% of consumers head straight to search engines to get more information before making purchase decisions. So, ensuring your site is optimized for search engines is extremely important. SEO-friendly sites get the most back from their website strategy. SEO Hacker found that almost 90% of the world’s population only look at the first page of search engine results. And, according to New Media Campaigns, organic SEO is more than five times better than paid search ads. Consider developing an SEO marketing strategy as part of a wider website strategy. This should include:

  • Keyword research and implementation
  • Creating and posting regular content
  • Backlink building
  • Using quality images
  • Optimizing user experience               

The forgotten areas of website marketing

A website needs to be a well-oiled machine. Every visitor is a potential or existing customer, and for your business to thrive in a digital landscape, your site needs to impress your whole audience. Don’t forget to consider these crucial factors that can be make or break when it comes to visitors landing on your site.

Web design

UK Web Host Review found that 59% prefer a beautifully designed website. And, 94% won’t trust an outdated website. So, when creating a web marketing strategy, ensure you consider the way your site looks. Is it attractive? Is it easy-to-navigate? Does it look old-fashioned? If users are landing on your site and not being engaged, they’ll likely leave fast — negatively affecting your bounce rate and SEO ranking, and in turn, your online credibility. Don’t forget to create a pleasant and simple user experience — design clear calls to action and ensure gated content is easy to access, with minimal questions to answer or details to input.

Affiliate and social media marketing

According to Sprout Social, 90% of social traffic to B2B blogs comes from Facebook, Twitter and LinkedIn. So, make sure you’re regularly sharing and promoting your site via social. And, Business Insider found that affiliate marketing generates 16% of all online orders. Using platforms and third parties to link through to your brand can really help. Affiliate marketing works as an endorsement, encouraging audiences to follow the link to your website and explore your product or service. Research and build relationships with brands and influencers. A social media marketing strategy ensures brands build a follower base and utilize their own online platforms to drive traffic to your site.

Digital content marketing

Content is King. Be sure to produce high-quality, informative content to get your brand noticed. This could be in the form of online video marketing, webinars and downloadable eBooks. But don’t forget to make use of your website by ensuring your business blog is always full of shareable, engaging content. HubSpot found that organizations with blogs generate 55% more website visits than those without them. And, the more the merrier — according to Traffic Generation Cafe, once you have written 52 or more blog posts, your traffic increases by around 77%. Post regularly, make use of keywords and backlinks, and ensure content is relevant to your audience.

CRO

According to WordStream, a typical website conversion rate is about 2.35%. However, top performing websites see around 3-5 times higher conversion rates than average. But how can marketers improve their CRO? The best way to ensure visitors convert is to ensure they are seeing content that they want to engage with. That’s where personalization comes in. HubSpot found that personalized CTAs convert 42% more visitors into leads. Personalization also increases brand loyalty among millennials, according to Smarter HQ. And, Epsilon found that 80% of consumers are more likely to make a purchase from a site that uses personalization. For the ultimate website marketing strategy, personalization is key.

Using digital marketing tools for a more complete strategy

Discover some of our favorite technology to boost your business. At Webeo, we’re big believers in utilizing the latest marketing technology to take your website to the next level. Our leading website personalization software does just that. Webeo creates personalized website experiences for users landing on your B2B site, based on the business IP address they are visiting from. Thanks to a global leading database of business IP addresses, Webeo produces real time personalization for each of your website visitors. Tailor the images, content and language they see, and greet them by business name. Improve CRO, see ROI fast, improve bounce rates, and make your way to the top of the search engine. If it’s time to include personalization in your marketing plan, discover Webeo. Book your free demonstration today.

What is website conversion?

Every business’s website plays several important roles.  It helps to raise awareness – it is where your customers go to find out what they need to know about you, and in a lot of cases, it is where you will attract and secure new business.

When you initially set up your website, you should have planned out specific goals, desired outcomes and the KPIs to track your progress.  This is how website success is measured; so, without these in place, it is very difficult to know if your site is achieving what you want or need it to.

Establishing goals for your website

Think about what your company does, and what its aims are.

  • Do you want customers to buy a product or service?
  • Are you looking to increase enquiries or applications?
  • Would you like visitors to request or download a piece of content, such as an instruction manual, a how-to guide, or a whitepaper?
  • Do you need people to sign up to a company newsletter?
  • Are you hoping for people to share your blog content on social media?

In some cases, it will be more than one or even all these things.  But more often than not, some goals will stand out above others — these are the ones you should measure.

Defining a conversion

Website conversion can be defined as a visitor taking an action that the company wants them to take.  Whether that be making a purchase, filling in an enquiry form, or signing up to a newsletter.  These conversions can then be tracked, monitored and measured to help you see how successfully your business is meeting its goals.  The more users taking the action, the better.

Let’s say your company’s desired action is getting people to sign up to a newsletter.  How do you know if it’s working well?  That’s where calculating a conversion rate comes in.

What is a conversion rate?

To work out a conversion rate, start by picking a timeframe.  Perhaps in the past month.  You will then need two numbers: 1.) the number of people who completed your desired action, and 2.) the total number of people who visited the landing page featuring your desired action.  Let’s say you’ve received 1,000 newsletter signups (your desired action), and 2,000 visitors to your newsletter sign up page in total.  You then need to divide your total visitors by the number of visitors that took your desired action, and that will give you your conversion rate.  In this instance, the conversion rate is 50%, because half of the total visitors took the desired action.

What should my conversion rate be?

According to WordStream, the average conversion rate is 2.35%.  Sticking with our example, that would mean that out of the 2,000 visitors to the landing page, the average company would receive 47 sign-ups.  Larger companies, that have a conversion rate of around 11.45%, would receive 229 sign-ups.  The higher the percentage of people that complete your desired action, the higher your conversion rate, and the more successful your website.

What is conversion rate optimization (CRO)?

The act of improving your company’s conversion rate is known as conversion optimization or CRO.  This involves learning about your website users, and deciphering what stops them from taking that final step.  It is important to make changes to your site to improve your conversion rate; this is known as CRO marketing.

How to increase conversion rate

Businesses invest a lot of time and money into their websites, so it is important to get as much back from it as you can.  If you haven’t already, it is time to set your website goals.  Once you’ve decided what is most important to your business, it is time to monitor your desired action and measure your conversion rate.  In the meantime, here are five ways to improve conversion rate.

Be personal

Internet users expect an entirely unique experience when they visit a company website.  Webeo personalization software gives organizations the opportunity to create bespoke website appearances to attract audiences, brands, and even individual companies.  Relevance is described as ‘highly important’ by 84% of B2B buyers, so whether a potential customer receives a tailored experience could be the deciding factor in whether they are sold.

Appearance matters

The way your website looks is important — that is a given.  An attractive website says a lot about your company and is often a reflection on your brand.  When it comes to making purchases or signing up, users need to be able to trust your site.  If it looks untrustworthy, they may avoid making a payment decision.  Too much content, lots of images, and informal language can appear ‘spammy’ — this can put people off signing up for fear they’ll be inundated with irrelevant emails.  Consider the look, feel, and tone of your landing page and decide if your customer is likely to be attracted to it.  If not, it is crucial to make changes.

Be clear and concise

Tell the customer exactly what they need to do, and exactly what that will provide them with.  Use simple language and a straightforward navigation system.  Too much information could be distracting and lead potential customers towards other pages on the site.

Make it easy for your customer

How many times have you given up half-way through filling out a form because it asked you too many details?  Or abandoned a purchase because the payment process was too complicated?  If your call to action requires a potential customer to input their details — which it likely will — then it is important to make this easy for them.  Decision makers are often busy and the less time an action takes, the more likely they are to complete it.

Make the action the focus of your landing page

Contact forms, sign up buttons, and ‘request’ or ‘purchase’ icons should be high up, bold and draw website users in.  The most important part of your landing page should be the action — don’t miss out on a conversion by burying it under unnecessary content!

High conversion rates equate to high ROI, and after all, that is what businesses want from an effective website. Website personalization is proven to revolutionize website conversion rates. 

How to maximize a website

The effectiveness of your company’s website is crucial to its success.  So, it is important to get it right.  Everything from the way it looks to how quickly potential customers can access the information they need plays a role in the user experience, and ultimately helps them decide if your business is right for them.  We’ve curated ten top tips on how to get the most out of your website!

Search Engine Optimization (SEO) is your best friend

SEO is all about ensuring search engines like Google optimize your website.  The more ‘discoverable’ you are, the more likely it is that potential customers will find themselves on your website.  Search optimization considers a number of aspects of your website and ranks you depending on how successful it is.  So, it’s important to be consistent with the hard work you put into your site, and not to be afraid of making changes to improve SEO.

Your web speed matters

Problems with web speed can be caused by anything from large images and video files, to broken links and codes.  Page speed can be the difference between making a sale and losing a customer’s interest in a matter of seconds.  According to Hosting Tribunal, a delay as small as one second can decrease page views by 11%.  When your potential clients are decision makers, you need to help them make the right decision fast, so don’t let a poor website speed impact your results.

Look the part!

They say a professional should always dress for the job they want, and not the job they have.  This mantra should be taken on board when it comes to websites, too.  Businesses should want to engage potential customers from the moment they land on the website, and the first thing they will notice is the way it looks!  Think about the clients you want to reach and what would appeal to them.  Use appropriate and attractive images, engaging video, and language that speaks to your potential customers.

Post content regularly

Your website should be a hub of highly relevant information for your customers and potential customers.  Your copy should be readable and concise; your blog should be updated regularly; your expertise should be apparent in every piece of content a website user engages with.  This will, in turn, improve how you rank on Google and emphasize that you are the experts in your sector.  The higher your ranking and the more trustworthy content your clients have access to, the better your reputation.

Put your customers at the forefront

Think about your customers.  Who are they?  What are they interested in?  What language and images are going to attract them to your business, product or service?  A personalized experience is key to making your potential clients feel seen, heard, and engaged.  It is important to remember that your website is there for your customer to decide whether or not they want to work with you, so don’t produce masses of content talking about what and who you are — instead, talk about what you can do for them.

Plenty of pages proves successful

According to HubSpot, a successful website will have a minimum of 51 pages.  A more successful website will have closer to 1,000 pages.  The more pages your website has, the better chance you have of ranking well on Google.  It also means you have more content to share!  Linking from one part of your website to another creates an effective user journey, increases the amount of time spent on your website — known as your bounce rate — and gives users the opportunity to learn more about your company.  It is important for your website to be made up of a variety of pages, too.  Static pages, blog pages, and landing pages all serve different purposes but work together to ensure success!

Make the most of social media channels to signpost to your website

As a modern business, an excellent web presence is crucial.  A great website is fundamental to success but getting people to notice your great website is another game entirely.  While SEO and website optimization can get you so far, there are several other ways to drive users to your site.  Social media channels — like Facebook, Twitter, LinkedIn and Instagram — enable you to share your content, build an audience that will regularly be able to see that content and link back to your website.

Make your SEO keywords count

Unless you are already well-established, when someone searches for your services, it is unlikely they typed in your company name directly.  They likely searched for a keyword, or combination of keywords and found your website on a search engine.  For example, a user may search for a product or service they want — i.e. legal services, telecoms, restaurants, etc.  As well as more specific information — i.e. family legal services, telecoms near me, or best restaurants for x,y and z.  The words that your potential customers are searching for are the ones that need to be appearing, regularly, across your website.  Keep this in mind when producing copy!

Navigation matters

Your website should take users on a journey.  A straight-forward, easy-follow journey, which allows them to end at a destination of their choice, as well as making a number of interesting detours on the way!  Clear signposting, straight-forward titles, and an easy route back to any other page they wish to move on to all help improve the user experience.  The better the user experience, the more likely user is to return.

Make it easy to get in touch

Receiving genuine inquiries and getting new business is what your website is there for.  So, the easier it is to get in touch, the more likely it is for potential clients to do so.  If someone with genuine interest has found all the information they need, but struggles to find a contact form, email address or phone number, then you are most likely going to lose their interest.  An easy-to-find and simple-to-use contact form could help improve conversion rates and return on investment.

Webeo enables businesses to tailor their websites to create entirely unique experiences.  Based on who the visitor is, each user is targeted on a completely personal level, helping to align your businesses expertize perfectly with their needs. Discover the power of website personalization today.

What is digital marketing?

Marketing is a word that is thrown around a lot in business — especially when talking about ways to raise your profile, generate leads, and enhance reputation.  To define digital marketing, we need to start at the beginning. Let’s define marketing.

What is ‘marketing’?

This is a term used to encompass all the activities that a business undertakes to get noticed and to ensure customers are interested in its products or services.  Traditionally, this includes:

  • Broadcast advertising – TV and radio adverts
  • Print media – adverts in newspapers and magazines, as well as other printed literature
  • Telemarketing – calling potential customers
  • Events and networking – promoting products or services face to face

Essentially, it is about making people aware of your company and ensuring you are the go-to business in your field.  The above techniques work and have worked for years.  However, in the fast-paced digital age, businesses are missing out if they are not including a digital marketing strategy within their wider marketing plan.  According to Forbes, more than half of the world’s population is online in 2019.  That’s four billion internet users — all of whom could be seeing, using and benefiting from your product.  By restricting your marketing strategy to ‘offline only’ you are missing out on billions of potential customers from the online market.  No matter who your audience is, marketing is crucial for success — whether that’s B2C or B2B marketing.

Defining ‘digital’

Online marketing takes the fundamentals of marketing and moves them online.  Here, things move much faster.  A TV advert or brochure will raise awareness and spark interest, but the potential customer has much more time after seeing the marketing material to change their mind.  Digital marketing, however, can be instant.  Potential customers are only ever a click or two away from having all the information they need at their fingertips.  And, as a marketer, your mission should be to drive potential customers to your website, where they should be able to find all the information they need.  There are several ways to ensure they get there:

  • Digital content marketing
  • Social media marketing
  • Search Engine Optimization (SEO)
  • Online Advertising

What are they and how do they work?

While a brand’s messages, values and tone should always be consistent, the ways in which they tell their story should vary.  Investing time and money into a multi-platform digital marketing strategy will make for an interesting, all-encompassing customer experience.  The best strategies combine multiple marketing and digital marketing tools!

Digital content marketing

Posting content regularly should be a key part of your digital strategy.  Producing shareable, educational content — like blog posts, videos and infographics — helps to position you as an expert in your sector.  Additionally, the more quality content you post, the higher your website will rank on search engines like Google.  The higher your website ranks, the more trustworthy and reliable your company appears, and the easier you are to find.  This, in turn, makes consumers think of you when they need your services or product.

Social media marketing

Social media is no longer just about seeing what your friends and family are doing.  Businesses should be taking advantage of the handy digital marketing tools that social media platforms provide.  It is a great way to link to your website, share tips, advice and ‘inside’ knowledge, as well as offering several useful advertising options.  Most importantly — it is where a lot of your potential customers are!

According to Hootsuite, in 2018, there were more than one billion active Instagram users; every second, LinkedIn acquired two new users, and Facebook was the second most popular website in the world.

Search Engine Optimization (SEO)

When time is money, people and businesses want to move quickly.  If your target audience is made up of decision makers with tight schedules, you need to act fast.  Ranking high on search engines like Google and Bing not only makes you easier to find but also positions you as the best at what you do.  SEO marketing sees a combination of using the right keywords, producing regular, reliable content and having a great user experience on your website all help bring you to the top.

Online advertising

Knowing who your audience is and where they spend time online is crucial to your digital advertising strategy.  Whether they’re reading business magazines or watching Instagram stories, that’s where you need to be appearing.  Eye-catching online adverts will help generate traffic to your website, and in turn, create potential customers.

How has digital marketing evolved?

Today’s consumers are more powerful than ever.  Thanks to the internet, successful marketing is no longer companies shouting into the void and hoping someone will hear.  It is a two-way conversation; a more engaged and switched on consumer who expects a personalized experience.  The companies providing that experience are the ones that will reap the most rewards!  Your products, services and the experience you offer should be as unique as each of your customers.  Luckily, the ability to track and understand online behavior means it is easier than ever to do this.

“If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.”  – Jeff Bezos, Amazon

Digital marketing enables a business to gather insights into their consumer.  What are they interested in?  At what point did they decide they do not need or want your product?  Where did they go instead?  What can we learn from their behavior to ensure that, next time, they make the purchase?  While traditional marketing can offer you a readership, viewership or demographic – digital marketing can offer you an individual user.

How website personalization can take digital marketing to the next level

In an era of personalization, brands must take it to the next level to be successful in digital marketing.  From understanding their demographic to targeting them by interest or intent, the consumer has more control than ever before.

Webeo is super-smart software that enables businesses to provide thousands of unique online interfaces, so each user gets the personalized experience they deserve. Discover Webeo now.

How to improve website conversion

There are currently over 1.5 billion websites on the internet. A business’ online presence is both necessary and expected.  A website can be so much more than a virtual business card – it can be a lead generation tool.  However, across all industries, the average website conversion rate is just 2.35 %. That means that for every 100 visitors that land on your site, only 2-3 will go onto inquire.  If you want to find out how you can boost your own conversion rate, read on as we list our three fundamental tips for improving website conversion.

1. Drive traffic and increase brand awareness

If you have little or no traffic on your website, it makes sense that it wouldn’t generate many inquiries. But you could have thousands of visits a day, and still not be converting any leads. Not only do you need to drive traffic, but you also need to drive the right traffic.

Focus your marketing and outreach efforts on your target audience. You need to know this audience inside-out.  What services are the most needed?  Which products are the most popular? What content does your audience want to see? After all, there’s no point marketing to accountants if you sell farming machinery. By knowing your audience and what you can do for them, you can focus on attracting the most relevant traffic.

There are a whole host of marketing automation tools that can help you step-up your email campaign game.  Gone are the days of impersonal, bulk email campaigns.  Mailshots can now be sent out to your target list of prospects en masse with a personal touch in each.  You can tailor this outreach to businesses in a specific industry, to prospects in a specific job role, or in specific locations.  Take this a step further and set up landing pages that contain the content the visitor is there to see.  You’ve got them this far, don’t lose them now!  Landing page optimization will keep those visitors engaged.  Personalizing their experience and making them feel noticed will increase the likelihood that they will convert.

And don’t neglect any offline outreach that you are making.  Industry events, word of mouth referrals and printed collateral are all great examples of ways that new business can be generated offline. Meeting face-to-face or having something tangible to engage with can leave a lasting impression and increase brand loyalty.  But whilst the initial interactions take place offline, don’t underestimate how many of these leads will go on to check out your website.

2. Improve customer experience

Increased traffic may boost your website conversion, but for most, this isn’t (and shouldn’t be) the end goal.  What do you do with all these visitors now they’re on your site? Make sure their experience is a good one.

Give your visitors the best first (second, third…) impression you can. Page design and content need to be relevant, engaging and functional.  It only takes a quick Google search to swot up on industry statistics surrounding user engagement on websites.  As an example, 38% of web users will disengage with a website if they don’t like its design.

Portray a clear message of what you are offering. If it’s not clear what product or service you are offering, the visitor will likely be confused – and not many will get in touch with you for clarification.  Web users are accustomed to their information being readily available and there is often a reluctance to interact with a person.  Keeping the UI streamlined and easy to navigate will keep your visitors interested for long enough that they will engage with your content.  Again, you need to know what your audience wants.  Using website analytic tools can be a great way to measure what works and what doesn’t.  Bounce rates can highlight which areas of your site are engaging and which are less so.  If they don’t pick up the phone or send an email to ask for more information, they will leave your site and potentially speak with a competitor that does provide them with the information they were looking for.

3. Provide clear calls-to-action

So, you’ve driven the relevant traffic to your site and you’ve directed them to the relevant content.  If they’re interested they’ll inquire, right?

This is a surprisingly common misconception.  There are many reasons why a visitor doesn’t inquire with your business.  Maybe you don’t offer what they need.  Maybe they can’t afford your prices.  Or maybe they just weren’t convinced by your website.  To increase your conversion rate, you need to bridge the gap between your website and the anonymous visitor.  Today’s web users expect to have all the information they need at their fingertips, and as such you need to provide effective calls-to-action (CTA)  You can’t expect any visitors to inquire if they have no way to contact you.  A contact page is a good start, but there are proactive ways to capture a visitor’s contact details.

Your CTA could take the form of a button or pop-up contact form.  Focus on collecting the most important information you need from this visitor, don’t overwhelm them with a form that asks unnecessary questions.  The jury still appears to be out on whether short or long forms work best, so see what works for your audience and work with this data.

Another great way to capture a visitor’s details is through downloadable content and subscription lists.  These forms are normally shorter and will, therefore, capture less information about your visitor.  But you gain an insight on what they are interested in and you have the opportunity now to nurture this lead through re-marketing.  This visitor may not be ready to convert today, but they may be in the future.  You want to be the first brand they think of when they are looking for a solution you can provide.  CTAs allow you to capture their details and send them further information.

Don’t bombard your visitors with information and pop-ups, and make sure your CTAs don’t demand too much – your visitors can be scared off by CTAs that ask for commitment or payment.  There’s a fine line between getting noticed and spamming!

Your website needs to grow and adapt along with your business.  What worked yesterday may not work today.  Your website is as much a tool for your prospects and customers as it is for you.  Be prepared to make changes to your marketing campaign, to your page design, or to your content strategy.  Investing time and money in the right areas will improve your conversions – and ROI!

You need to direct your leads into your sales funnel, they won’t put themselves there.

7 common mistakes to avoid in conversion rate optimization

An effective conversion rate optimization strategy will benefit nearly every business with a website. They are designed to improve the website experience for the visitor and to optimize the likelihood of achieving conversions, whether that is a purchase or an inquiry.  Though it is essential, a CRO strategy can be complicated and so many businesses can quickly fall into bad habits.  Let’s address seven of the most common CRO mistakes, understanding how they hinder results, and what your team can do to avoid them in the future.

Not defining a “conversion”

It’s very difficult to optimize your “conversion” without having a conclusive understanding of what this term means specifically to your business.  A conversion could signify any progressive change of prospective buyer state achieved through your website, from subscriptions to accounts created and leads generated; due to this, the term is split into macro conversions (large changes that affect the buyer journey such as inquiries) and micro conversions (smaller changes that benefit but don’t evolve the buyer journey, like blog subscriptions).

If you want to achieve true conversion success, you need to first identify the conversions your website aims to achieve – what return does your website offer your business?  Once identified, your team need to prioritize these conversions, focusing your CRO strategy on improving one specific area of business gain before moving onto the next.  We would always recommend focusing on macro conversions, ensuring your website provides tangible results your team can action for business growth.  Once “conversion” has been properly defined, there is a universal understanding of what a conversion increase or decrease means and why that result is important.

Not having the right tracking tools

CRO strategies are built upon measuring and analyzing website activity data and conversion results – without the proper tracking tools, your team are unable to accurately understand conversion rate and the measures taken to optimize this figure.  Failing to select and implement the appropriate tracking tools for metric collection and CRO analysis is like building a house out of cards – nearly impossible, and indefinitely unsustainable.

Start by outlining how you will gather the data required to calculate the conversion rates, then extend this query to ask how you will measure the activity your website sees daily.  Whilst a website analytics tool is a great place to start, we would recommend using multiple tools with varying features, including heat-maps, visitor recordings and geo-location insights.  Using multiple tools offers a number of benefits, from a wider variety of measurement features to multiple readings of the same vital figures, helping your team easily identify anomalies in expected behaviors.

Once you’re comfortable with calculating conversion rates and understanding online behavior in detail, ask what tools you need to properly conduct tests and experiments.  Your team will need to execute consistent experimentation to identify the most effective and beneficial website improvements – without the ability to measure the success of tested elements, your CRO strategy will stagnate and become ineffective.  Select the vital tools your team need for this process and implement them into your strategy.

Not giving tests time to breathe

When working with a CRO strategy, many businesses are keen to gain positive results instantly (or very quickly).  We understand the desire to see consistent improvement for all your hard work makes waiting for tests to take full effect difficult, but this fast movement can destroy your CRO strategy and worsen your chances of conversion success.  Testing different elements across your website to identify effective, actionable changes is the backbone of a CRO strategy – without giving these tests time to breathe and offer genuine, valuable insight, you’re sabotaging your own success.

When planning which website elements to test for increased optimization, plot these changes out on a calendar, ensuring you leave sufficient time to test each element, gather results and make changes before scheduling the next website evolution.  This calendar ensures your team has a structured framework to follow, conducting tests and allowing time to ensure results are genuine.  For a business website, it’s a known fact that conversion lessens over weekends, during the last week of the month and in popular holiday seasons; to ensure these known dips in results don’t misinform your experiments, plan carefully and work methodically.  The slow and steady optimist wins the race, as they can say with confidence what will and won’t work, thanks to thorough, extensive testing.

Only A/B testing

A/B split testing is often associated with conversion rate optimization, because this form of test directly pits one option against another, and (usually) offers a conclusive result.  This is a favored testing technique among many businesses for the reasons listed, but focusing all your efforts on this type of test can be dangerous.  A/B testing isn’t always the best option for your website and won’t always provide the most accurate result. Just as multiple website analytics tools can benefit your strategy, embracing many different types of testing can work wonders for your CRO success.

It is true that for some CRO elements, A/B testing is best, so work to understand where you want to use this test strategy, and where other techniques will be more beneficial.  Working with features like heat-maps and visitor recordings offer a different form of insight than A/B testing, and for some website elements, may provide an advanced measure of effectiveness.  The best strategies don’t put all their eggs in one basket, so don’t put all your faith in A/B testing.

Not experimenting on pages performing well

Just because a web page is converting successfully doesn’t mean your CRO work is done – it’s likely this page still has the potential to produce even better results, or in some cases, the ever-changing world of online marketing may make this success short-lived.  The online world is not static – what works for conversion rate optimization today may hinder results tomorrow; leaving well-performing pages to just “do their thing” is risky and can hurt your strategy in the long run.

It’s important to understand why a specific page is performing well, as your team can draw insight from this success and replicate elements on other pages.  It’s also important to continue experimenting and measuring well-performing pages to ensure that the webpage is as optimized as possible and identify any weaknesses the moment they show.  When looking to optimize your website, the best-performing pages are a great place to start – they obviously already contain something your visitors engage with and enjoy, the sooner you identify this element, and improve it for the ultimate conversion, the easier your CRO processes will be.

Not creating actions from results

For many CRO strategies, there is a miscommunication between a test or experiment, and the changes made afterwards.  This occurs when teams are keen to make CRO changes based on tactics or best practices instead of research.  Making changes based on anything but the results gained from your website trackers is risky, and sometimes highly damaging to your conversion success.  Your team can only achieve your best conversion results when gathering insightful website data, analyzing these numbers to discover trends and patterns, then converting these results into actions.

When building a CRO strategy, clearly outline the process your team will take to gather results, understand what they mean, and design actions points in response to their findings.  This process can be re-evaluated and improved as time goes on but implementing this sort of process early in your CRO strategy ensures your team always make the best decision and understand how they can convert a list of numbers into an effective, optimization change.

Giving up after a “failed” test (or ignoring the results)

One of the biggest mistakes made in a CRO strategy is discarding and ignoring the results of a test because it “failed”.  Many teams believe an experiment that produces an inclusive result has been a waste of time, as the outcome is of no use, and no actions can be taken.  This is far from the truth.

Sam Woods gives us a piece of invaluable advice, stating “A test doesn’t ‘fail’ unless something breaks.  You either get the result you want, or you learned something”.  It’s important to always ask why a test result was conclusive, or indeed, inconclusive, and what that result teaches your team.  Let’s say, for example, you’ve run a test comparing call to action button colors, and the results reveal little difference between the two – this teaches your team at least three possibilities.  1) Both button colors are effective and entice your audience.  2) Both button colors are equally ineffective and don’t provide the best conversion results. 3) Another element of your call to action effects conversion results.  With these three insights, your team has a selection of options they can act to move this optimization strategy forward.

By understanding these seven CRO mistakes, your team can build a superior strategy that aims to avoid these pitfalls, ensuring the ultimate success.

6 trends driving CRO

We live in a digitally driven age, where our reliance on the online world continues to grow.  With 94% of B2B buyer journeys starting online, having a business website is no longer an optional extra – it’s simply vital to success.  But why invest in a website if you’re not going to optimize it? Conversion rate optimization outlines the vital process of improving your website to ensure a maximum number of visitors take action and start their buyer journey.  With only 22% of B2B organizations currently achieving a desirable website conversion, CRO strategies have become a hot topic, as many hope to pull their website out of a conversion slump and meet modern buyer needs.  Here are six current trends that will help you ensure conversion success!

1) Be data-driven

This may seem obvious – 80% of B2B marketers claim to already be driven by data – yet many teams need to adjust how they approach data to unlock their ultimate results.  It’s important to remember why data is so important to an effective CRO approach; collecting it is just the first step – analyzing and understanding what this data tells you about your audience is the difficult (and most important) part.  When your CRO strategy is data-driven, you make the most effective and beneficial changes.

A conversion strategy measures current conversion rates and website metrics in an attempt to identify which website elements do (or do not) influence visitors to take the desired action.  When aiming to evolve your website to increase conversion, making changes based on anything other than objective data is unwise – how can you be sure it will increase the number of converting visitors?  Whether you’re using metrics from a website analytics solution, or the direct results of an A/B split test, always ask what data tells you, and act on this insight.  Even if a result is inconclusive, there’s data to be drawn and lessons to be learned.  Many businesses struggle to see CRO success because they fail to give their data and metrics the time and respect they deserve; let these magical numbers guide your team, and you’ll soon revolutionize your conversion success.

2) Optimize for mobile

Last year, just over 50% of B2B searches were conducted on a mobile or tablet device, and Google has confirmed that SEO crawlers and APIs now consider your mobile website to be your official website.  Optimizing your website for mobile users has become imperative; these visitors convert consistently at around 1.2%, and 65% of B2B purchasing research is conducted from a mobile device; there’s little doubt your CRO strategy has much to gain from a mobile-first focus.

To optimize your website for mobile, ensure your site’s look and feel is as consistent and polished on a small, hand-held screen as it is on your desktop, rotating seamlessly and instantly responding to touch-screen behavior.  It’s also important to consider load time in mobile optimization; every second your website keeps prospects waiting reduces conversion by as much as 7%, and when using a mobile device, visitors are even less patient than usual.

To help your team with mobile optimization, use a heatmap software to understand which areas of your website are popularly engaged with to better optimize page layout for touch-screen interaction.  Additionally, ensure your call to action buttons are clear and easy to use, giving both mobile and desktop visitors every reason to get in contact with your team!

3) Embrace video

Video is definitely trending right now, and there are plenty of reasons why! A clear majority of millennial decision makers (now involved in 73% of purchases!) have admitted to stopping other activities to engage with a video, and 1/3 of all time spent on the internet is spent watching videos.  Our attention spans are getting ever-shorter as the technological world continues to offer speedy solutions – the current average is just 8 seconds!  It’s little wonder a video has the power to not just engage audience members but increase purchasing intent by 97% and boost brand association by 139%.

A video can increase your CRO success by instantly enticing visitors to continue engagement with your website, digesting information about your brand and product seamlessly and quickly.  When videos replace images on landing pages, they’ve been proven to increase conversion by 80%.  If your CRO strategy hasn’t yet embraced video, now is the time to start!  Whether you convert content assets into video format, interview clients or create product explainer features, video is a versatile and exciting medium, the perfect addition to your conversion strategy.

4) Focus on forms

Contact forms and conversion rates are joined at the hip – you cannot hope to generate a bounty of new business opportunities from your website without an effective contact form.  As a CRO strategy can be a large undertaking with an enormous number of elements to consider, initially focusing on your contact forms is a great way to kick-start your CRO success.

Plenty of research has been conducted to define the perfect contact form, offering your team some great places to begin. Start by outlining how many fields your form asks visitors to fill out and why.  Studies show reducing this number can increase conversion by 120%, and it’s been discovered the optimum number of fields is just three!  This may seem barely useful – how can your business gain enough lead information with just three form fields?  Simple – consider multi-page forms, asking your prospects small sets of questions across a few form web pages boosts conversion even further, with a completion rate of 13.85%.

There’s plenty your team can do to fully optimize your contact forms, converting the highest number of visitors possible. Once this important website element is producing its best results, shift your focus to encapsulate your wider website, evolving your online experience to achieve the ultimate conversion.

5) Establish brand trust

Even if your website is expertly optimized, if your brand hasn’t established a sense of trust and expertise, you’re not likely to achieve conversion success to its fullest conversion potential.  No doubt your competitors will start to optimize their own website, so ensuring your brand stands out as the clear choice is essential.  When making an important investment, such as buying a new car, the price and the features are considerable factors, but reliability and credibility are equally important – you’ll want a car that many others swear by.  If you’re struggling to find those that agree a car brand or model is a good one, would you risk investing in them?

To optimize your website and create that vital sense of brand credibility and trust, feature customer testimonials on your most popular pages.  These valuable assets have been proven to influence 64% of conversions, as they position your brand as industry experts and back your products/services up with genuine feedback.  Ask how you can use customer quotes, video interviews, and testimonial features on your website to prove the importance, value, and reliability of your offering.

Look also to your website content, including blogs, news articles, and eBooks; these mediums offer your team exciting opportunities to boost brand credibility and convince website visitors of your expertise and passion.  Understand what pain points your target audiences feel regularly and how your offering benefits their business’ daily processes, constructing compelling and relevant content that instantly entices visitors, helping them understand why your brand deserves their business.

6) Customize!

Offering a website experience fully customized to the needs and preference of the visitor is vastly becoming more than a luxury- it’s now essential!  Over 50% of B2B buyers now expect a customized website experience when browsing and three in four buyers actively get frustrated when a website experience isn’t optimized to quicken and improve their journey.

Studies continue to prove the positive effect website personalization has on conversion rate. Amazon’s website deploys this technique consistently, and they regularly convert 11% of visitors- far higher than the B2B website average of 0.5%! If you’re serious about revolutionizing your conversion rate, you need to embrace website personalization and deliver bespoke online experiences to your most visiting industries and ABM prospects.

Why loading speed matters to a conversion strategy

Ensuring a strong and consistent website conversion rate is essential, with 94% of B2B buyer journeys now starting online. But your website is built upon a delicate balance of features and elements, each feeding into an advanced online experience.  A conversion strategy is a continuous process for any businesses with a website, working to ensure every element is properly optimized to boost conversion success; but after spending months carefully curating the ultimate website experience, your progress can be thwarted by one very simple but damaging effect – a slow loading speed.

Angie Schottmuller, growth marketing consultant and author states “Poor load time is the most prevalent optimization issue that I’ve seen.  It’s also one of the easiest to resolve.”  Let’s discover what can affect your website loading speed and how that impacts on your conversions to understand what your team can do to ensure speedy webpage loading.

What the numbers say

Many surveys and experiments have been conducted to better understand the effect that website loading speed has on conversion success, and the results are very telling.  One study proved that nearly 50% of users expect a website to load in two seconds, and will abandon a website if it hasn’t loaded after three.  A second study discovered 79% of buyers who experience difficulties accessing a website won’t return, and 44% of buyers would tell a friend not to use a brand after a negative website loading experience.

But the most staggering fact of all – every second your website takes to load reduces conversion rate by 7%.  Even if your website has the ability to convert a whopping 35% of visitors, if it takes more than five seconds to load, you’re likely to achieve no conversions at all.  These numbers all point towards the same assumption – conversion rate is heavily affected by loading time, which then tells us something very important (but very sad!); your website throws a high amount of potential revenue away, all over a few seconds.  Understanding your website loading speed and doing all you can to optimize this process is essential to an effective CRO strategy.

How to improve website loading speed:

Use these five tips to optimize website loading speed.  Start by understanding current loading times with a tool like Page Speed Online, giving your team a focal point upon which to improve wherever possible.  Nobody likes waiting, so make sure your website doesn’t push new business opportunities away with timely loading speed.

1) Image optimization

As you may already be aware – images take up a lot more digital space than text, causing them to stifle a fast website loading speed when not properly optimized.  This problem is especially prominent for websites using many large images of high resolution, but this shouldn’t deter you from using these images – they are very important in creating an engaging and individual website experience.  The trick is to ensure any images used on your website are appropriately condensed to minimize the space they dominate on your server, therefore improving loading speed.

This may sound complicated, but as this process is demanded by many businesses, there are simple ways to optimize images in this way.  A majority of photo editors such as Photoshop or Fireworks have a “Save for Web” function, guiding you through a process of managing image size and resolution to ensure effective image compression.  You could also turn to online solutions such as TinyPNG to achieve the same effect.  Use these tools to ensure images are appropriately optimized to load quickly for increased conversion success.

2) Reduce file sizes

Now your images are appropriately condensed, it makes sense to give the rest of your website a similar treatment!  Properly compressing the files used to build your website doesn’t hinder its look or performance but simplifies the process of loading and displaying this medium.  This, in turn, can radically change website loading speed, ensuring your site can be quickly accessed.

Get in touch with your website host and ask if they use GZIP compression and deflation on their servers.  These two key techniques are proven to reduce website file size by as much as 70%, making them a popular option for many businesses keen to optimize their website for fast loading speed. This process doesn’t degrade the quality of any images featured and has no effect on the resolution of rich media like videos and pdf content downloads.  Even if your website already has a positively fast loading time, it’s worth undergoing this process to ensure your website remains as compressed as possible, to load speedily across a myriad of browsers, servers, and locations.

3) Carefully manage re-directs

When a webpage becomes outdated, but it’s ranking is well established on Google, many businesses opt to re-direct this link to another page, maximizing on its strong SEO standing whilst ensuring visitors access the most relevant and modern information.  Whilst this seems like a great idea, using too many re-directs can seriously harm your website loading speed, as browsers become confused about which page they need to display.  This is especially prominent when re-directed pages start to stack up on each other, as browsers struggle through a number of complicated page trails before landing on the right one.

SEO is important, but so is website loading speed, so re-visit all the 301 re-directs you’ve set up to assess the importance of each one.  If the link in question is holding a top-five ranking spot for a priority keyword, you’d benefit from keeping the re-direct, but if the link isn’t even on the first page of a keyword-based search, losing this link is unlikely to hinder SEO results.  If you’re unsure about working through re-directs to optimize website speed without accidentally damaging your search engine optimization, seek out an expert or agency to gain the insight needed to make the right re-direct decisions.

4) Don’t rely on HTML image edits

Many websites are built in an HTML format that has the power to minimize an image when displayed on a specific webpage to ensure the correct fit; this is a process especially prevalent on blog post webpages and though it seems convenient, it’s actually a huge danger for loading speed optimizers.  This automatic resizing doesn’t change the space taken by the image on your server – even if the image is displayed to be very small, the browser still needs to process the image in its full size, then crop it to meet the necessities of the webpage.  This is a time-consuming process that seriously increases website loading time; it’s an easy trap for marketers to fall into, unbeknown to how much this seemingly beneficial formatting feature can hinder conversion.

It’s important every image placed on your website goes through the appropriate processes to ensure the proper placement and sizing when displayed online.  For pages that are regularly created and edited, such as blogs and other content, ensuring images are cropped to the optimum size and compressed (as mentioned in point 1) is paramount to speedy loading and conversion success.

5) Share the network load

Sometimes your website loading speed will be reduced because of high traffic volumes; just as one shop assistant would struggle to properly serve 100 customers at the same time, your single server can struggle when overwhelmed by a huge number of visitors.  This problem is often felt by businesses whose clients regularly visit their site to log in to a software portal or online account.  Fix this problem with a Content Delivery Network (CDN), enabling webpages to be displayed from multiple servers based on the global location of the visitor, taking the intense load off your business server and sharing it between additional networks.

Sharing this load drastically improves your website loading speed, ensuring every visitor can gain access to the desired content without needing to wait in a queue for others to see it first.  If your website receives regular attention from both clients and prospects alike, research different CDN solutions to learn how they can ensure easy website access and exceptional website loading speed.

If you’re planning to improve website loading speed to help revolutionize conversion results, get in contact with Webeo; our team of conversion experts can help your business consistently deliver highly targeted, personalized website experiences without slowing you down.  Learn how to provide the most relevant, engaging website content to ensure your most valuable website visitors position your brand as industry experts.

What is conversion marketing? And why is it important?

A clear majority of businesses have a website, and many marketing teams are focused on sending traffic to that website to discover your brand and engage with your product. But if this increase in traffic doesn’t seem to produce the uplift in sales activity expected, you may have a problem with your website conversion. Arguably the most important part of any marketing strategy, conversion embodies the process of turning website traffic into sales-ready opportunities, entering your buyer pipeline. If you’re keen to increase the sales leads gained from your website, you need conversion marketing.

What is conversion marketing?

Though most marketing processes aim to convert prospects into leads, conversion marketing focuses on your website, asking how this vital brand asset can bring your business heightened success. In an ideal world, every business visiting your website would find your brand and product so valuable and exciting they quickly complete your call to action, putting them in direct contact with your sales team. But this isn’t an ideal world, and organizations need to carefully strategize their marketing processes to properly optimize their website for increased conversion rate (also known as conversion rate optimization or CRO).

As every business want’s increased sales activity, it makes sense for every business with a website to employ a conversion marketing strategy. With 94% of B2B buyer journeys starting online, this marketing approach has become essential for organizations of every size and sector, ensuring visitors are instantly engaged and persuaded to convert before researching competitors. Though conversion marketing can take time to properly develop and implement, there should be no question about adopting this strategy – here’s why.

Why is conversion marketing important?

  1. Maximize your current marketing assets Every B2B marketing team is keen to reduce their lead acquisition cost, maximizing current campaigns to increase the results gained with minimal investment. This is precisely what a conversion marketing strategy aims to achieve with your website. This online hub of brand activity is already established – your business already pays ongoing costs to keep this medium running. Choosing not to effectively adjust your website to increase conversion can only be described as bad marketing.

    Once properly implemented, a conversion marketing approach brings your sales team additional new business opportunities for minimal cost. As nearly every online marketing venture, from email to social media, drives traffic to your website, focusing your efforts on optimizing this platform increases lead generation results across the board for heightened marketing success. Your website is the foundation of all online marketing channels, continually influencing their results; a conversion marketing strategy is important, because it feeds into the yield of your entire department, maximizing what you already have to achieve incredible outcomes.

  2. Measure and improve your lead quality Whilst gaining an increased number of sales opportunities is exciting for B2B marketers, ensuring these leads are high-quality is also essential; your sales team will soon get frustrated if they lack opportunities matching qualification criteria, who hold little understanding of your product and its value. A conversion marketing approach enables your team to understand current lead quality and measure conversion success throughout your sales pipeline. From here your team can implement website additions and evolutions to ensure leads converted are well informed about your product, and properly match ideal buyer criteria.

    Many marketing approaches aim to persuade prospects they have a use for your product to promote conversion. Whilst this can be successful, around 50% of the leads generated by B2B marketing departments will not properly qualify for sales progression – think of all the investment wasted on ill-fitting opportunities! A conversion marketing approach doesn’t just boost ROI through maximizing current assets for reduced acquisition costs, it has the power to increase average order value through heightened lead quality, ensuring a healthy return on investment.

  3. Convert every opportunity Your website receives a vast array of visitors, some of which are prospects you’re keen to convert, but others may offer different business opportunities. Selling to current/previous clients is proven to be around 65% easier than selling to new business opportunities; both current and previous clients will surely find their way onto your website when looking to continue using their solution or add to it. Conversion marketing proposes the question “if they’re already visiting, why not convert them too?”

    Whether your aim is to retain clients or promote upsell and cross-sell opportunities, a conversion marketing strategy can be used to ensure your website is optimized to ensure no opportunities are missed. This is a difficult technique to achieve through other marketing channels but is essential to helping your organization grow; if you lose clients at the same rate they are gained, your business will start to stagnate and struggle to progress. Using a conversion marketing approach and evolving your website to maximize multiple opportunities, is both cost-effective and, highly beneficial.

  4. Understand market success A conversion marketing focus requires detailed knowledge of your online audience and their preferences, driving your team to consistently ask questions of your website and measure advanced website metrics. The processes necessary to conversion marketing offer more than just insight into website performance, they offer invaluable knowledge of your current marketing success on a global scale. Your business can only be successful if people need and want a product like yours; so identifying when (and where) businesses have a problem you can solve, is key to discovering your best sales opportunities.

    A conversion marketing strategy helps your team understand the dominance and influence of your brand across the current market and optimizes the perfect platform to improve this standing. With buyer behavior relying so heavily on the online world, using your website to promote brand expertise and product superiority is a simple yet seamlessly effective process. But this optimization is only possible with the insight gained through research conducted for conversion marketing.

  5. Quickly identify prospect slumps As conversion marketing consistently measures website activity, focusing on behavioral tendencies and conversion outcomes, this strategy can instantly notify your team when something isn’t quite right. The sooner your team becomes aware of any irregular activity and a drop in results the better, so they can ensure any errors or technical obstacles are rectified, and pipeline progression remains constant and steady. Without this observation, your marketing and sales results may suffer serious slumps, causing both teams to work tirelessly to identify a source for the problem and discover a solution.

    A conversion marketing approach consistently measures two key elements of marketing success- website activity and conversion rate, enabling your team to quickly pinpoint unusual results. This speedy identification of possible conversion slumps helps your team instantly put contingency measures in motion, enabling rapid research into what factors may be affecting expected results. This initial response can make a huge difference, minimizing long-term effects on sales success to ensure irregular dips in conversion don’t hinder overall revenue gain or business growth.

If your business is keen to undertake a conversion marketing approach, or you’d like to know more about optimizing your website for increased conversion success, get in contact with the Webeo team.