How To Make Your Website Sell More – An Expert Guide
Just to clarify – you don’t have to be in the digital marketing industry for 30 years to be an expert. With the amount of information available on the Web and the fact that Web technologies have improved in leaps and bounds – anyone can become a Google guru in their own right – all it takes is a little elbow grease and the willingness to try new things.
If you feel that you are ready to take your business to the next level by generating better, more qualified leads and more sales, take a look below.
- Inspect your website’s lead generating sources
A lead generator is any page on your website where you have a CTA – like a sign-up form, contact form, download form, etc. SEOExplode says that CTAs generally have two purposes – to collect emails and other sign-up details (like full names and phone numbers, too) and to provide content to people who sign up.
Promotional offers can also be routed through landing pages and presented to users via CTAs. Each website has lead generators – but not all of them are equal. In order to find out how a lead generator is actually doing, you need to take a look at the statistics driving your lead generators.
Some things to ask yourself as you examine the numbers:
– How much traffic is this page getting?
– Is the page converting? At what level?
– Do I have any feedback on the CTA or offer I have on the page?
– Are my competitors offering something similar and how are they doing it?
Examining the competition is absolutely necessary if you want to get ahead. The information is already there; you simply have to be willing to examine what’s already been done. You don’t have to follow suit (not really), but you need to keep abreast of what other digital marketers in your niche are doing.
The close inspection of your lead generators can coincide with your split testing plans. Because once you have identified the under-performing lead generators on your website, the next logical step would be to make sure that you are rectifying the errors that you have spotted.
- Try Call Tracking
Call tracking services record the frequency of calls to specific numbers. When creating landing pages, try assigning a unique number to each page whenever possible. The calls will still be routed to your main number. If you have sales staff on board, you can determine if the problem is how people are reaching out to you, or there are inherent weaknesses in how your sales staff is handling calls that can potentially convert.
- Go deep with heat maps
A “heat map” of a Web page is basically a map of the areas that people frequently click, read, and scroll. Since a full Web page has multiple columns, buttons, elements, lists, and what not, it’s important that you use tools like crazyegg to determine what parts of your Web pages are helping you convert more, and which ones aren’t helping that much.
Referrals, or where traffic is originating or which page within your website is helping your users find landing pages, are also important. What do you do with the information that you get from a heat map?
First, you can capitalize on what people already like. For example, blog posts that are extremely popular, shareable, and tend to draw people for long minutes can be beefed up, so the shoot up on Google search results even more.
This is what bright digital marketers do: because they are so familiar with how their traffic behaves, they know how to capitalize and update the right pages and posts on their blogs.
The result? They end up with nearly unbeatable content and genuine reader feedback where people discuss what they have read.
As a digital marketer, you know that this type of edge is a diamond mine, because through that one important post with lots of traffic and content, you can already initiate the path through your marketing funnel. It sounds so simple but in reality, it really does take time and patience with monitoring your website.
- Don’t forget Google Analytics
Google Analytics can give you a quick overview of how your pages are converting – or not. When certain channels are not working, it would be best to refocus your energies and resources on the channels that do work – so you can start making more sales.
You can just circle back later on to improve other channels. But your main goal would always be to capitalize on your strengths first and then rectify elements that prevent you from maximizing your strengths.
- Set up live chat on your website
Live chat is not just for websites that sell physical or digital products. Live chat is an invaluable asset for all kinds of online businesses, because you get to talk to people who are so genuinely interested in your website that they actually want to talk to someone about their interest. Second, a live chat interface can help increase the average dwell time on your website, and Google will also pick up that traffic to your website is utilizing complex functions/features while they are on your website.
Remember Google’s RankBrain? RankBrain is the search engine’s machine-learning brain that processes ‘signals’ or hundreds of different interactions, signs, and components that help Google determine the relevance of Web pages.
Google no longer indexes and rewards content based solely on keyword content. That is so 2009. In 2019, keyword still matter but if you want to make it to top spots during search, you need to bring in the big content guns and provide a relevant and memorable experience to your users. In short, you can’t be winging it anymore – because search engines are quick to detect crappy content.
People who also use spinning software and link farms are penalized so quickly by Google that they stripped of the ability to earn through the search engine for months. According to Matt Cutts, they typically penalize websites that don’t follow the current set of best practices for months, and then they reboot the evaluation until the search engine learns to trust the website again.