Optimize conversion rates
Although you may be utilizing search engine optimization to increase your brand awareness and expand your market share, it can be difficult to determine how or if the SEO is converting passive browsers into active customers. According to a recent "Landing Page Optimization" survey, 93 percent of B2B marketers said the most important objective of a landing page optimization strategy is to increase conversion rates (1).
To increase rates, you must first track them, which lets you measure your online marketing initiatives and how they lead to sales. By tracking conversion rates, you can weed out SEO techniques that do not work and highlight or expand the successful ones.
Consider implementing sales-ready form submissions that gives the visitor the option to request a quote, demo or evaluation, download a free trial or request a sales quote. This allows you to track interested visitors by keeping data of who wants what from your company. In addition, you can upload this information about customers to your mailing list to inform them of any updates on new products or services.
Consider testing variations of a page by making minor changes and seeing how visitors respond to these tweaks (2). This process, called conversion rate optimization, can provide a useful metric to determine how well your company is motivating visitors to convert.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.