What is a conversion worth?
When working with clients, I often ask - "what is a conversion worth to you?" The response I get is typically "We don't know." You are probably asking yourself why this is important.
First, let's start by defining a conversion. A conversion is an important action that a user takes on your website, such as downloading a pdf, filling out a contact form or clicking on a phone number or email address to get in touch with a business. These are very important metrics to track. Let's use a "Request for Quote" form as an example. To begin measuring how much a conversion is worth, you need to know the following variables:
How many Request for Quote forms are filled out over the course of a year?
How many of those Request for Quote forms end up as sales?
What was the average dollar amount for ...
Posted in: Conversion Rate Optimization, Inbound Marketing, Online Advertising, Search Engine Optimization, SEO by John Anderson on June 4, 2019
5 Pillars of an effective digital marketing campaign for manufacturers
It’s no secret that building a digital marketing campaign for manufacturers or B2B companies is different than marketing for consumer goods. We often hear from clients that say their product isn’t “sexy” or doesn’t translate well to common marketing practices. Many of the same tactics used in B2C marketing are effective for B2B businesses, they just need to be tweaked. A B2B company is still selling to a person or group of people. In the next few weeks we’ll go into more detail on each of these points, but this five pillar plan for finding those people and helping them make a decision to buy from your company is a good start to an effective digital marketing campaign.
MOBILE FRIENDLY, RESPONSIVE WEBSITE
People are becoming more and more dependent on their smartphones. We’re not just talking about checking Facebook. In a 2017 survey by Boston Consulting Group, 60% of B2B buyers said mobile played a significant role in their purchasing ...
Posted in: Conversion Rate Optimization, Marketing Automation, Online Advertising, Search Engine Optimization, SEO by Jon Ballard on May 7, 2019
Using UTM Parameters to Capture Lead Source
UTM parameters are tags you add to a URL. Marketers use them to be able to track traffic from a wide range of sources such as Facebook, LinkedIn, Twitter, email, display ads, paid ads and more. These specific UTM tags are sent back to Google Analytics and can track stats such as users, sessions, time on site, number of pages, bounce rate, conversions/goals from those campaigns. These metrics help see the effectiveness of the campaigns and which campaigns are driving the most conversions and assisting in the most conversions.
The five UTM parameters that Google Analytics can register are:
Utm_source (google, facebook, linkedin, youtube, pinterest, etc)
Utm_medium (post, pin, cpc etc)
Utm_campaign (name of campaign or specific promotion)
Utm_term (used for text ads to tell you which keyword)
Utm_content (used to differentiate ads)
You might already be using UTM parameters to ...
Posted in: Conversion Rate Optimization, General, Online Advertising, Search Engine Optimization, SEO, Social Media by John Anderson on April 19, 2019
[Webinar] Testing Your Way To More Web Sales - CRO
Originally presented at the NopCommerce show in Nov. 2018 in Las Vegas By Jon Ballard
CRO is Conversion Rate Optimization.
With CRO we use data, testing, and creativity to maximize the percentage of visitors who convert on a website. These conversions can be purchases, newsletter signups, quote requests, phone calls, or any other action you would like your visitors to take. Optimizing your website to increase the conversion rate (the percentage of visitors who take the desired action) ensures your website is not wasting any of the valuable traffic you are sending to it.
To get a high converting site, you may need to improve numerous aspects including design, content, and overall user experience. Before making these improvements, you must determine what obstacles are causing your visitors to leave and remove those obstacles.
Many marketers remove these obstacles by making opinion-based decisions relying on best practices. This is not CRO. Properly optimizing your site for conversions means ...
Posted in: Conversion Rate Optimization by Adam Zellmer on January 22, 2019
WHAT ARE UTM PARAMETERS? WHY ARE THEY IMPORTANT? AND HOW DO YOU IMPLEMENT THEM?
Have you ever run a campaign and wondered how effective it was at driving traffic to your website? You did append UTM tags to the links in the campaign, didn’t you? If not, Google Analytics reports will not contain the data you need to measure campaign performance.
That’s why UTM codes (also known as UTM tags or UTM parameters) are so important.
UTM Parameters: What Are They?
UTM parameters are attributes you append to hyperlinks (destination URLs) for marketing campaigns sending traffic to your website. When the link is clicked and the visitor arrives on your site, tags are sent back to your Google Analytics Account and appear in your Analytics metrics.
Here is a sample link we could use when this blog is shared in an email blast; the UTM parameters are appended to the URL):
Why Use Them?
Failure to append UTM tags to hyperlinks will do more than simply hinder your ability to do effective campaign ...
Posted in: Conversion Rate Optimization, General, Inbound Marketing, Online Advertising, Search Engine Optimization, SEO, Social Media by John Anderson on December 3, 2018
Design Email Campaigns That Get Results: 10 Tips and Tricks
Every day we are deluged by emails attempting to get our attention. Cutting through the clutter and getting to the heart of what your customers desire without alienating them in the process is as much art as it is science. Email personalization, robust list management, and a little common sense strategy can make the difference between killer open and click-through rates or ongoing frustration. After years of testing, here’s what we’ve learned:
1. Use a sender your target recognizes.
If you want to grab attention, send emails from a name that the receiver recognizes. At Foremost Media, emails sent from key members of our leadership team get the best open rates, as almost all customers know the team and no one likes to risk ignoring a personal contact. No time for your CEO and top management to respond to emails? Using gender-neutral names like Pat or Sam in place of sales@ can help improve open rates. ...
Posted in: Conversion Rate Optimization, Email Marketing, General, Marketing Automation by Jon Ballard on June 16, 2018
Grow Your Bottom Line With Conversion Rate Optimization
Spending resources on a website design is only half of the battle when it comes to the growing your business online. The real ROI from your site comes down to two things:
Traffic: number of visitors on your site
Actions: what people are doing once they get to your site
Your business may have a great looking site. However, if you don’t have traffic or can’t convert visitors, it isn’t contributing to your bottom line. Website traffic and conversions really go hand in hand. The better you are at converting visitors, whether it’s making a purchase, requesting a quote, or signing up for a mailing list, the more traffic you can afford, and the more customers you can get.
Traffic is a matter of search engine optimization (SEO). No one will end up on your site if they can’t find you. Search engines are essentially the gatekeeper when it ...
Posted in: Conversion Rate Optimization, Inbound Marketing by Jon Ballard on July 27, 2017