Saturday, November 5, 2016
Busting The Color Conversion MythColor doesn’t happen on accident. Except in finger painting, of course.
In the world of marketing, everything has a purpose, and color is no exception. From the logo to the landing page, color is instrumental in communicating to customers what your purpose is, what image you’re projecting and, most importantly, how you want them to feel.
There’s been a lot of talk on the internet about which colors convert the best in online marketing, but most experts agree that a one-stop solution doesn’t work. What works for an organic produce shop might deter customers from an online software company. So no matter how many websites swear they’ve figured out the definitive answer to the color conundrum, the truth is, no one really knows for sure.
So what do we know? Well, for starters…
Tuesday, July 12, 2016
This may sound shocking, but your company may have more than enough traffic on your website to achieve your business goals. But if you have a leaky website, you might never meet those goals. Prospects and customers are visiting your site, but very few are taking the next step to do business with you.
How to Tell If You Have a Leaky WebsiteTo determine if you have the symptoms of a leaky website, review your web analytic reports that track visitor behavior and look for the following issues:
Your conversion rate is low. Your conversion rate is
the measure of your ability to persuade visitors to take action and
reach out to you. If your conversion rate is low (or nonexistent), your
website definitely has leaks.
- Your bounce rate is high. Your bounce rate measures the number of people that arrive at one of your website pages and then leave without doing anything. This is a good indicator of whether your website meets the needs of visitors or if they think it is a complete waste of time. If your bounce rate is relatively low (under 25 percent), then your website is doing its job effectively leading prospects to the next step. If your bounce rate is high (more than 40 percent), you have a leaky website.
How to Plug the LeaksIf your website is leaky, don’t fret. The following tips will help you plug the leaks and optimize your site for more leads and sales.
Make sure your content is customer-focused. Prospects
are not visiting your website to kill time; they are there to find a
solution or solve a problem. Talk less about you and your company and
more about your customers’ needs and concerns. If your content is
customer-focused, prospects will stick around and ask for more.
Don’t rely on your ‘contact us’ page. Do you want to
turn your website into a lead generation machine? Then stop relying on
your ‘contact us’ page as the sole method for prospects to contact you.
Offer visitors easy access to contact information on every page of your
website in a consistent location. You will be amazed at how many more
prospects will reach out to you if you invite them to do so.
Make an offer they can’t refuse. Now, take it one
step further by supplementing your contact information with relevant
calls to action that will compel your site visitors to respond. Think
about the audiences you are trying to attract, as well as the various
stages of the buying process they may be in. To attract individuals
ready to buy, offer product specials, quote request forms, salesperson
consultations and online ordering. Offer softer calls to action for the
tire kickers and early-stage buyers to help you build a marketing
database. Examples of soft calls to action include downloadable how-to
guides, whitepapers, "ask the expert" question submission and
Simplify your lead generation forms. Are your lead
generation forms as daunting as a tax return? If so, simplify these
forms immediately. Don’t try to qualify prospects with your online forms
– that’s the salesperson’s job. The more fields you require to be
filled out, the fewer people you will hear from. Ask only for the most
basic information a salesperson will need to reach out to this prospect
and begin the relationship. Also, make sure these forms get to a
knowledgeable salesperson immediately for follow-up. The best time to
follow up with a prospect is when they are still browsing your website.
Shorten your checkout process. If you sell products
online, take a close look at your checkout process to identify leaks.
How many customers that add an item to their shopping cart actually
complete the sale? If you are losing many of these valuable customers,
look for opportunities to simplify your checkout process: cut the number
of clicks required to complete the sale, communicate shipping costs
early, offer a progress meter to let people know where they are in the
process and offer alternative (offline) ways to order.
- Make your phone number obvious. According to our research, people are at least as likely, if not more likely, to pick up the phone and call when they are browsing a company’s website. To boost the number of inquiries you receive, don’t make your visitors hunt for your number. Make your phone number one of the prominent calls to action on every page. In addition, I recommend using a unique toll-free number on your website so you can accurately track the number of calls you receive from website visitors.
(Courtesy of SVM)