Hi, I'm Brice McBeth founder of Reap Marketing. Send me a message or schedule a meeting with me below.
A fundamental truth that every marketer should understand is that we no longer hold the majority of the power on the internet. Consumers do.
That might sound crazy, but let’s talk this through. What this means is the internet now empowers users to choose their own experiences online. The choices of what they can do go on forever and ever; what to click on, what to read, what to download, what to buy, etc.
If you’re a business owner who generates leads and conversions from your website through inbound marketing, continue reading and use this blog as an evaluation of your current strategy. There’s a chance you need to think a little more outside the box, considering what you offer to your customers and how you can ensure that traffic you’ve worked so hard to get converts to business.
Place CTAs in the Natural Eye Path of Readers
Many people don’t consider how important CTA placement is on their website how it affects their conversions. A popular claim that many people make is “as long as I have my CTA above the fold, I’m good to go!” (the truth of this statement is up for much debate).
Your CTAs should be placed in the natural eye path of your readers. Eyetracking studies have found that people tend to read in an F-shaped pattern, starting with the first paragraph in the top left, moving across, and then progressively read less as they scroll down a page. This is very similar to what we call the inverted triangle theory in writing, where people expect and look for the most important information up top before anything else.
Don’t be afraid to experiment and test your CTA placement. A/B and multivariate testing on your homepage and other converting landing pages could be the difference invaluable revenue and your visitors choosing a competitor instead of using your service.
Use Effective Pop-Ups and Slide-In Forms
Yes, it’s the dreaded “P-word” that people hate, Pop-ups. But let’s talk about this for a second. Pop-ups have a bad (and deservedly so) reputation. Marketers misuse them and they interrupt user experience on a website as opposed to improving it. Plus, users can click out of these, so what’s the point of spending all that time creating them only to see little to no ROI?
But, believe it or not, pop-ups work when used correctly as a means to generate inbound traffic. How do you do this? You need to think about what you can offer in your pop-up that’s valuable and relevant to the people visiting your page. If it’s a blog post, a slide-in box that’s triggered as the user scrolls to a certain point down the page may be appropriate. If it’s a product or product category page on an Ecommerce website, then you might consider a time-based pop-up that appears after a user has been on that page for a certain number of seconds, offering the user a discount on their first order or a similar offer. Think about the purpose of your page, and delight and surprise your visitors with something relevant to their experience.
Place Anchor Text in Old Blog Posts Relevant to Gated Offers
If you’re a business blogger, one of your current CTAs might be an end-of-post banner that directs users to a converting point, such as downloading a template, guide, white papers, or joining an email list. This is a great place to start, but these CTAs also look very similar to ads as well, which could be causing your visitors to tune them out as they’re on a page.
Because of this, you need to consider using anchor text CTAs in your blog posts. What is an anchor text CTA? It’s a standalone line of text in a blog post that links to a landing page, with H3 or H4 styling so it stands out from the rest of the body copy in the post. According to a study conducted by Pam Vaughan from HubSpot, posts that included both an anchor text CTA and an end-of-post banner CTA, 47 to 93 percent of their leads came from the anchor text CTA alone, compared to only 6 percent of leads coming from the end-of-post banner CTA.
Another reason that anchor text CTAs are so successful is how they work with organic search. Let’s say someone is searching for a competitor intercept page template, and your blog is a high authority source on PCC and paid search. You’re the number one search result, a user clicks that result and scans down the page to find the anchor text saying “Download our free competitor intercept page template here.” You’re not only bringing in traffic but converting visitors in the process.
Just remember that relevancy is critical for these CTA’s to work well. Add your anchor text within the first few paragraphs of the page, but not too close to the top that it irritates your loyal followers. Also be selective on what posts to add anchor text. Brand new posts will already generate traffic and leads from your core audience, so look to add anchor text to older posts that still rank well, capitalizing on existing traffic.
Generate Leads Through Effective Social Media Strategy
Think about the conversion funnel for your business. You might think of social media as being solely a top-of-the-funnel strategy for generating traffic and brand awareness, but did you know you can also pull people further down into the funnel with it as well?
Keep promoting your new blog posts and content on Facebook, Twitter, Instagram, LinkedIn, and any other social media sites you use, but also recurringly post links to older posts and landing pages that historically convert visitors. Always write copy in your posts to these pages that set the expectation of what the user will get out of clicking the link.
Consider also running contests from time-to-time. They’re not only fun for followers, but you can also gain insightful data into your audience and how they interact with the campaign if you run your promotions through ads on Facebook and Twitter. This data will give you a basis for tweaking future campaigns for best results.
Beyond campaigns, be sure to use the lead generation features built into your social media platforms. For example, Facebook allows page moderators to place a call-to-action button in the top right of their page just below the cover photo. This button is the perfect place to test place a link to different points in your conversion funnel such as landing pages and contact sheets.
Are you ready to begin improving your lead generation and conversion process? Reap Marketing can evaluate these points and more on your website and help your business reach its business goals. Fill out our form below today, and our team will reach back out to you and get you started on earning more conversions from existing traffic.