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If There’s One Thing Your Business Should Focus On, It’s Your Conversion Rates. Here’s Why…

Posted by Alexandra Cardinale on Wed Jul 27, 2016 12:00 AM

Goutham Bhadri (@gbhadri) is the CEO of Marketing Samurai, a digital marketing firm that helps businesses gain customers online by increasing traffic and website conversions. Through his help, his clients understand how to generate recurring revenue and automate their inbound marketing to scale their business in a smart, strategic manner. If you’re interested in getting more customers, maximizing lifetime-customer-value (LTV) and scaling your business, set up a free business consultation at Marketing Samurai or follow Goutham on Twitter @mktgsamurai or Facebook for digital marketing tips.

If you’re like most businesses, you spend a lot of time trying to get people to your website.

Perhaps you’ve recently launched a Facebook ad campaign. Or, maybe you’re laser focused on

boosting your search engine rankings.

No matter what you’re doing to drive awareness, there’s one thing you might not be doing and

it’s costing you big time.

Focusing on Conversion

Conversion rates often get swept under the rug. Businesses make excuse after excuse for why

a landing page or website isn’t converting people.

● Perhaps the buyer isn’t in the right stage of the buying cycle when she lands on your

website;

● Maybe the prospect wants to explore other companies and will be back to buy soon;

● There are spam referrals in your analytics and you haven’t spent the time to sort it out to

find the true conversion rate.

No matter the excuse, one thing is true - it’s not a good one.

Conversion rates deserve relentless focus because they’re what make you money.

They’re the reason your marketing pays off and they’re the reason you’re spending so much

time and pouring so many dollars into driving traffic to your website. Without a high conversion

rate, all of your marketing efforts are futile.

There are a few websites that get high conversions. Here’s a closer look at some of my favorite,

high-converting pages and the lessons you can learn from them to implement on your website.

1. AppSumo

AppSumo is a website designed to sell business owners software at a highly discounted price.

They rely on people buying almost impulsively on a regular basis to make money. If they used

any excuse to ignore conversions, they wouldn’t be in business. It makes sense to follow their

lead in this area.

When you first arrive on their page, you’ll notice a large bluish-green screen and a single call-to-

action. They need your contact information in order to tell you about their daily products up for

grabs. Without converting the visitor into giving their email address, they’ve lost a potential

future customer.

Do the same on your website by deciding on the most important conversion metric. Then, ask for it immediately when a person lands on your website.

Push the almost hidden arrow at the bottom of the page and then you’ll find the daily deal up for grabs. They don’t hit you over the head begging for your credit card up front. First, they want to get your contact information so they can hit you over the head with deal after deal at a later date with hopes you’ll buy, buy, buy.

Still, on this page, you’ll notice in the right column that there’s an area to sign up. AppSumo gives their website visitors multiple opportunities to sign up. They want your contact information and they’re going to make it as easy and obvious as possible for you to give it.

2. QuickSprout
Quicksprout follows the same conversion style as AppSumo. It asks for the most important conversion information up front. In this case, it’s the visitor’s website.

At the top of the page, you’ll notice a few small links in the navigation bar. It’s obvious where you’ll go next on the page if you click each one. There aren’t an overwhelming number of options to choose from. Click the one that best aligns with your journey.

As you click between the blog, university and the contact tabs, you’ll quickly find that this is a content dense website but it doesn’t feel that way when you first arrive on the homepage. It feels welcoming, simple and helpful. It’s this feeling that inspires people to give over their information easier than if they’re hit with a bunch of overwhelming information from the get go.

The lesson? Consider what your audience needs the most help with. Consider the number one question going through their mind when landing on your website. Then, answer it right away in exchange for the information you need to convert the person from visitor to lead.

3. Backlinko
This website breaks the mold of the first two, but not by much. The homepage is still simple in design and direct in its approach for asking for the conversion. In this case, it’s an email address.

Click one of the three links in the navigation bar (only three) and you’ll again discover how content rich this website is.

Too many websites try to establish authority up front by flooding the homepage (and every page) with content. Doing this can turn a person off so you never capture his contact information.

Back Linko uses social proof to establish that authority while still keeping the design simple. You can do the same if most of your visitors are new to your business.

4. Dr. Axe
Let’s say you’re not ready to bury your content. Let’s say, you want to make it more obvious that you have articles available to read without sacrificing your call-to-action. If that’s the case, you’ll want to take a lesson from Dr. Axe’s website.

On the homepage, you’re met with a wealth of content but only after you’re offered free access to his eBook, recipes and shopping guide.

The call-to-action is clear at the top of the page. You see it before you see the articles below.

The yellow button catches the visitor’s eye right away. The person is drawn to the colorful appeal of the conversion request, making him more likely to provide his information.

Conclusion
Each of these high-converting websites have a common theme.

● They’re simple
● They’re intuitive
● They put the call-to-action front and center

Does your website do the same? If not, you are probably losing a good chunk of possible leads.

Check out more examples of high-converting webpages here.

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