CTAs and Landing Pages.
The goal in business blogging, at least our goal and the goal we think many organizations could benefit from-- is to cast a wide net in search by blogging about keyword phrases that are directly related to your business. This content will eventually build up, and help you get found by people who are searching for you.
So once they get to your blog, you want them to do something. You want to turn your visitor into a customer, or a lead. Our marketing and design team is continually focused on ways to boost the number of conversions coming in from our blog.
In my humble opinion, the two most important metrics in measuring your blog conversion are Click Through Rates and Landing Page Conversion Rates.
Click Through Rates are the number of visitors who actually click on your CTA divided by the total number of visitors to your blog. Click through rates essentially tell you if your CTA (Call to Action) buttons are doing their job. We recently had a case where one of our CTAs was registering an all time high click through rate. Pretty awesome right? It meant the graphic/button was really drawing attention, its message was speaking to our visitors. The only problem was the landing page that the button was directing traffic to was seeing a drop in conversion. Allow me to explain...
This is a CALL TO ACTION (CTA). It directs visitors to our conversion page.
The CTA will direct the visitor to a landing page. But that's only half the battle. From there, you need an awesome landing page to seal the deal. Landing Page Conversion rate is the number of visitors who get to your landing page AND actually fill out the form, or do whatever action you consider an official conversion. In our case, a conversion is only counted when a blog visitor clicks on a CTA and fills out the form.
This was our original landing page that was seeing a dip in conversion.
Unfortunately, in our recent situtation, the landing page wasn't convincing them to finish the job. In other words, the button took the visitor to the landing page; however, the number of people who actually filled out the form to receive the Considering Blogging Whitepaper (one of our most popular resources for learning about the basics of business bloggin), was not what we wanted.
Here's the new landing page after redesign.
If we can match a winning CTA with a winning landing page, then we're really improving our blog's ROI. So we've redesigned the landing page to make a simpler and more straight forward experience for the visitor. It is also a whole lot more consistent with the CTA whereas there may have been a disconnect with the prior arrangement. The form is brought out front and center because it is the single thing we want visitors to do-- yet we still provide the same copy to the right of the form for those who want to read about the whitepaper before downloading. I can't promise that it's going to work, but it's worth testing. And if it doesn't, we try try again.
For more tips on landing page conversion, check out this great post from the masterminds at Carsonified. And gracias por su atencion.
The goal in business blogging, at least our goal and the goal we think many organizations could benefit from-- is to cast a wide net in search by blogging about keyword phrases that are directly related to your business. This content will eventually build up, and help you get found by people who are searching for you.
So once they get to your blog, you want them to do something. You want to turn your visitor into a customer, or a lead. Our marketing and design team is continually focused on ways to boost the number of conversions coming in from our blog.
In my humble opinion, the two most important metrics in measuring your blog conversion are Click Through Rates and Landing Page Conversion Rates.
Click Through Rates are the number of visitors who actually click on your CTA divided by the total number of visitors to your blog. Click through rates essentially tell you if your CTA (Call to Action) buttons are doing their job. We recently had a case where one of our CTAs was registering an all time high click through rate. Pretty awesome right? It meant the graphic/button was really drawing attention, its message was speaking to our visitors. The only problem was the landing page that the button was directing traffic to was seeing a drop in conversion. Allow me to explain...
This is a CALL TO ACTION (CTA). It directs visitors to our conversion page.
The CTA will direct the visitor to a landing page. But that's only half the battle. From there, you need an awesome landing page to seal the deal. Landing Page Conversion rate is the number of visitors who get to your landing page AND actually fill out the form, or do whatever action you consider an official conversion. In our case, a conversion is only counted when a blog visitor clicks on a CTA and fills out the form.
This was our original landing page that was seeing a dip in conversion.
Unfortunately, in our recent situtation, the landing page wasn't convincing them to finish the job. In other words, the button took the visitor to the landing page; however, the number of people who actually filled out the form to receive the Considering Blogging Whitepaper (one of our most popular resources for learning about the basics of business bloggin), was not what we wanted.
Here's the new landing page after redesign.
If we can match a winning CTA with a winning landing page, then we're really improving our blog's ROI. So we've redesigned the landing page to make a simpler and more straight forward experience for the visitor. It is also a whole lot more consistent with the CTA whereas there may have been a disconnect with the prior arrangement. The form is brought out front and center because it is the single thing we want visitors to do-- yet we still provide the same copy to the right of the form for those who want to read about the whitepaper before downloading. I can't promise that it's going to work, but it's worth testing. And if it doesn't, we try try again.
For more tips on landing page conversion, check out this great post from the masterminds at Carsonified. And gracias por su atencion.
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