Internet Marketing July 19th, 2016
Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the best and most helpful articles from across the web. We’re looking at tips to improve landing page conversion rates, as well as an effective framework for enticing content, and what might be affecting your organic traffic. We’re also looking at conversion rate optimization metrics, and how to get started on your SEO strategy.
Landing pages are effective in promoting a new product or service but they do require strong design, planning and strategy in order to improve your conversion rate. User-experience focused landing pages engage your target audience and build trust. Your landing page should be clear and concise, mobile friendly and educate the user all while attracting them with a simplified and visually appealing design. As well, boost your conversion rate by asking very little from the user and eliminating possible distractions such as pop-up menus and external links.
Content production can often be challenging for marketers. Using a simple framework for writing content can peak the reader’s interest, keep their eyes on your page, educate them and ultimately connect them with your business. You should avoid click-bait headlines and instead focus on enticing the reader with a headline that peaks their curiosity and follow it through with relevant content that is broken up with photos, videos and sub-headers. As well, using strong research and cohesive storytelling, and incorporating interactive elements, will engage your audience.
Fluctuations in organic traffic are natural, but major changes can be the result of a variety of factors. There are some more obvious ones, such as site overhauls or migrations, that may only take a few weeks to resolve. Double check to ensure your web pages are indexed and you’ve applied a generic bot filter. Other issues that might be to blame are competing pages as a result of URL confusion and previous promotional campaigns you’ve held. While there are factors that are out of your control such as industry trends and Google ad placement, understanding the root cause of organic traffic fluctuations will help you to resolve the problem.
You can measure the success of your conversion rate optimization through bounce rate, time on site and more, but you might also want to consider your click-through rate (CTR). After all, the more users click on your ads, the more eyes you have on your ads and the higher chance of converting. Conversion rate numbers on their own are a bit skewed because they only factor in users who have previously visited your site, but looking at CTR will help you to measure your success with new users. CTR is an important conversion metric for opening your business up to a new audience and allowing you to more easily attract your target market.
Creating an SEO strategy can seem like a daunting task, but with the right research and planning you can increase traffic to your website and encourage higher conversion rates. Start with developing several “searcher personas” that reflect your target audience and begin developing your strategy from there. Creating a relevant keyword list using Google Keyword Planner, developing a competitive analysis and mapping your data will ensure the success of your SEO strategy.