Any sports fanatic knows that it takes team work to win a game. Keeping this in mind, a team member who gets an assist on his stat card is just as (if not more) valuable than the highest scoring team member. You can apply this same principle to your marketing efforts if you think of your entire website as a team.
Using the analytics on your site that you are already gathering, you can pinpoint the pages that are contributing to giving that final push that drives the customer to hand over their information and replicate that success through out the website.
What is a Conversion Assist? Why Should I Care?
In the marketing world, the term Conversion assist references the page that a customer viewed before filling out a lead capture tool or purchased something on your site.
Finding and understanding these pages will help you go a long way with generating more leads. If you notice a common trend among these assist pages, you can replicate that to other pages to try and get that success from more pages. This can also help you pinpoint what is not working on successful pages so that you can make the necessary corrections.
How to Analyze Your Conversion Assists and Improve Conversions
So now that you know what a conversion assist is, you probably want to learn how to identify and benefit from them. Here are some steps to make this happen.
Step 1: Identify Your top Conversion Assist Pages
If you don’t yet have AdWords Conversion tracking set up on your site for the campaign you’re running, you will want to set this up first. Once you have the code in place and have given the campaign a chance to generate some information, you can check your results but using Search Funnels to find out what customers did after clicking on your ad.
Keeping track of this information is important, especially since your time and money are going into these efforts. Click here to learn a little more about understanding these reports.
Step 2: Identify Patterns Among Your top Pages
So you have used your reports to identify the top pages in your site; now what? Using simple logic to identify what is working on the page is a good start. If you notice that the top conversion assist page is the price page, it’s obvious that seeing the cost of your product or service will move them to make the final leap.
Using simple logic like this on the other pages that rank high for conversion assist will help you discover common trends. Looking at your most successful landing pages is a good start. Is there something that all of them offer (newsletter updates, ebooks, etc) that is the same? Is there a common topic that all of them talk about? Are they in the same format? The same questions can be applied to your blog posts that contribute to leads. Are they all about the same topic?
Once you have identified the elements that make the successful pages work for you, you can take a look at the pages that get the least amount of results and make some fixes. Sometimes something as simple as adding or removing a picture can make all the difference in the world.
Step 3: Leverage Insights From top Pages to Improve Lead Nurturing Efforts
Now that you know the content and topics that are generating the best results within the website, transfer this over to your lead nurturing campaigns. Tweak your email campaigns to include the successful keywords and content. This will allow you to see a higher ROI and convert more leads.
Step 4: Create More Content on Topics Similar to Those Pages:
If you discover that certain types of offers or topics covered in your content help in conversion assists could be a good indicator that your target audience is looking for a certain format or certain subject. Use this insight to create your future content and write it for your target audience. Making sure you include what your audience is looking for will help gain more customers and give you more business. It will also make content creation a little less daunting if you already have knowledge of what you should be including.
Step 5: Improve Calls to Action on Poorly Performing Pages
This step will force you to analyze your worst performing landing pages and take a closer look to the calls to action on that page. The theory here is that if the page is not driving people to take that step to provide their information or purchase something on the site, it is probably not getting people to click on the call to action, or it is not directing the client to a page that will help assist in the conversion.
To find out where the problem lies and how to fix it, there are some simple steps you can take.
Problem 1: If your call to action is linking to a page that usually has a high conversion assist percentage, the problem most likely lies in the call to action failing to generate a click through. Are your directions clear on how this product/information will benefit them? Is the button located in an easy to find place? Does the button get lost in the rest of the content or lacking something in its’ design? A great way to test this is to play around with the button by putting it in different places on the page and different designs. Test the page in different forms with others and see which layout they find the most appealing.
Problem 2: If your call to action is pointing to a page that has a low conversion rate, this probably mean that the page has nothing much to offer for your customers. Sometimes changing the link the landing page directs to can mean a big improvement in your results for that landing page. Point towards a page that has a high conversion assist rate to get more out of your efforts.
You can take this one step further by linking to a page that not only has a high conversion assist percentage, but also is the most relevant to the offer you are putting on the landing page and has different things for both customers that are at all stages in the buying process with you.
Analyzing your conversion assist stats can help improve all parts of your marketing efforts by helping you see both strengths and weaknesses. Taking the time to follow these steps will help you develop better lead gathering and lead nurturing campaigns.
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