Good marketers know that numbers are everything. Like any scientist, a marketer must test what works and what doesn’t. Experimenting is a characteristic that separates the good marketers from the bad ones. However this doesn’t mean that you need a PHD in chemistry to be a successful marketer. There are several small tests that when done properly, can have a huge impact upon a business’s bottom line.
Small tests such as changing a color on a landing page can have a major impact upon a business’s ability to convert traffic into leads. When it comes to optimizing a website’s performance, the lead conversion percentage is king. The 220 Marketing System turns clients into great marketers by giving them access to test the following small changes on landing pages quickly and easily:
When it comes to landing pages, lead conversion is simple. A person fills out a form, receives a thank you email, and instantly becomes a new lead. However, what if this person has previously filled out a lead form? You wouldn’t want them to receive the same canned email that no longer seems personal. Instead you can add a button that allows existing leads to “Pay with a Facebook Post.” This means that they have to post a link to the landing page on Facebook in order to receive the offer. This increases exposure and gives existing leads a new look at an old form.
Another test that can have a big impact upon lead conversion is how new leads are contacted after they fill out a form. Are they sent an email? Do they get directed to a thank you page? 220 Marketing Clients have the ability to set up automatic email responders, links to a thank you page, or both. Testing how clients prefer to get contacted will allow businesses to optimize their lead conversion.
Think about the last time you filled out a lead capture form. Was the form long or short? The length of a lead capture form can have a huge impact upon lead conversion. People are more likely to complete shorter forms however these shorter forms produce lower quality follow up calls. Finding the appropriate length of a lead capture form can make all the difference when improving lead conversion.
Look at your landing page. What color is the submit button? The color of your submit button can increase the likelihood that people know what you are trying to get them to do. It can also set up proper expectations for those filling out lead capture. Testing the color of the submit button is a simple test that can improve business volume.
Another way to improve the lading page is changing the copy of the submit button. There are many different ways to explain what will happen when a potential lead fills out a lead capture form. Changing “submit” to something such as “download your e-book” can set up proper expectations for what happens when the form is filled out.
An additional test that is very simple is changing the headline. Is your title compelling? Does it explain what the landing page is about? Making sure that your title explains exactly what you want the potential lead to do will have a huge impact on lead conversion.
Some other changes that can have a large impact upon lead conversion are the way the landing pages is laid out. Modifying the layout can seem like a big change however simple changes such as moving the quote form or reformatting the content can make a world of difference.
With the explosion of social media, marketers now have to take into account what people are saying about your company. Consumers are much more likely to work with a company that their friends have recommended than a company they randomly stumbled across on the internet. Adding social media links on your landing page can improve trust and connect with potential leads on a more personal level.
The last test that can make a large impact is adding trust seals. People like to work with businesses that are certified and trusted by organizations such as the Better Business Bureau. Having these types of logos can increase credibility in the eyes of potential leads and could have a positive impact upon your conversion rate.
220 Marketing gives their clients the tools and knowledge needed to become top notch marketers through simple techniques such as experimenting with small changes on landing pages. Please contact 220 Marketing at 877-220-6584 for more information about optimizing lead conversion!