Conversion Optimization

OTime to complete: 5 hours

This project will walk through how to optimize your content offer and drive the conversion process.
Suggested Prerequisite: Content Offer Campaign

Completing these steps will allow you to:

  • Increase the online traffic to your content offer.
  • Convert a higher number of  visitors into leads.
  • Generate qualified new leads.
Step 1: Analyze the campaign.
Learn how

To-do

  1. Analyze the Campaign overview. Did you reach your SMART goals for visits, contacts, customers?  You should see Keywords, Landing Pages, Emails, Calls-to-action, Blog posts and Social messages associated with the campaign.
  2. Pay close attention to the views, clicks, submissions, contacts and customers and let's take a closer look at each piece of the campaign to determine what worked and what could be improved.
  

Example


Step 2: Optimize the call-to-action
Learn how

To-do

  1. In the campaign, let’s examine the (call-to-action) CTA. Compare the number of views to the number of clicks and clicks relative to submissions in the Campaign overview. The number of CTA clicks in relation to the number of views will indicate if the CTA is appealing to your audience.
  2. Click on "Calls-to-Action" in order to see the individual CTAs associated with this campaign.
  3. Evaluate the CTA text. Make changes when necessary so that the CTA includes keywords that are aligned with the content offer and uses action-oriented verbs.
  4. Assess the design of the CTA. Do the images and color scheme that are used grab attention and entice viewers to click through to the offer? Does the design align with your company's brand while resonating with your buyer persona?  If you choose to change the design, test one change at a time.
  5. Consider the placement of the CTA. Was the CTA placed above the fold on your website pages? Was the CTA positioned to grab attention in your email? Did you add a CTA at the bottom of your blog posts that were related to the content offer?  
  6. If you observe a high number of CTA clicks, it would be an indication that the CTA is working as intended to appeal and entice visitors to get the offer.

Pro Tip

We’re aiming for a 1-2% conversion rate of views to clicks.
Would you like some design inspiration?
Get 50 Customizable Call-to-Action Templates!
Step 3: Optimize the landing page
Learn how

To-do

  1. In the campaign, let’s evaluate the landing page. Check to see if your visitors successfully converted into contacts and customers. If you didn't gain any contacts from a campaign, that probably means that the landing page or offering could be better aligned with your visitors.
  2. Click on "Landing Page" in order to see the landing page(s) associated with this campaign.
  3. Ensure that the landing page has a clear, action-oriented header.
  4. The content offer should be explained on the landing page as well as the value or benefit for your visitors. The offer explanation and its value should be no longer than 1-5 sentences.
  5. Use bolding, numbers and bullets in order to place emphasis on keywords in the offer explanation and its value. 
  6. Do your visitors have to scroll in order to read all of the content offering? Do they need to scroll to find the form? Eliminate this friction on the conversion process by placing all content above the fold.
  7. Limit distractions by removing all links and menu navigation from the landing page in order to drive the conversion process. 
  8. Evaluate the visual content of the landing page. Did you include an image that is relevant to the offer? For example, if you are offering a whitepaper, an image of the first page makes for a great preview! 

Pro Tip

We’re aiming for a 5-15% submission rate on the landing page.
Would you like more feedback on your landing page?
Attend the Landing Page Live Lab!
Step 4: Optimize the form
Learn how

To-do

  1. Examine the form placement on the landing page. The form should be above the fold and easy to locate at a quick glance of the landing page. 
  2. Ensure that the submit button text  for the form draws attention using actionable language such as: "download" or "register" rather than a generic "submit" message. 
  3. Consider the form length and modify when appropriate. The form should mirror the value of the offer, both in the information that you ask for in the form fields, and in the length of the form. Ask yourself:  "How much is my visitor willing to share with me in order to get my offer and what information do I need for the next phase of marketing."  
  4. Determine which form fields should be required and which are helpful for your next step of marketing, but are not mandatory. Modify the required form fields as necessary.
  5. A form can be more approachable and less intimidating to visitors when there is field variety. Utilize a variety of field types on the form such as: 
    • single or multi-line text for website URL or a comments field

    • a picklist option for budget or industry

    • a check-box for a "Yes/No" type of question

Pro Tip

It's important to keep in mind where the form will be in the buyer's journey. There are two questions you should ask yourself prior to creating your forms:  What questions do marketing and sales need in order to qualify a lead? Then follow up with: How can I use this information to provide the leads the assets they are looking for?
Not sure how long your form should be?
Read more about how to determine form length.
Step 5: Assess the email performance
Learn how

To-do

  1. Examine the number of emails opened compared to emails sent. If this ratio is high, then your subject lines were successful with your list segment and buyer persona. 
  2. Next, evaluate the click rate of emails opened compared to the visits to the link in the email. If the click rate is not in the 3-7% range, you may want to try to better position the content of your emails with your recipients.
  3. Focus on engagement from your recipients by using actionable language in your email: "Discover" or  "Learn about" are examples of actionable language. 
  4. In your next email's subject line, strive to write a  a clear, compelling subject line in 50 characters or less and use a personalization token. 
  5. Evaluate the placement of the CTA in the email. Was the CTA easy to find, easy to understand and easy to click on? If not, you may wish to try a different CTA placement or CTA design in your next email.  

Pro Tip

We’re aiming for a 3-7% click rate on an email.
Looking for some inspiration for your next email?
Read about the 9 Must-Have Components of Compelling Email Copy!
Step 6: Optimize the blog articles
Learn how

To-do

  1. In the campaign, let’s evaluate the blog posts. 
  2. Click on "Blog" in order to see the blog posts associated with this campaign and review the performance of each individual post. Determine which blog post was most successful in promoting your content offer. 
  3. Verify that your blog post has a long-tail keyword with a ranking of <50. 
  4. The primary long-tail keyword should be placed within the following sections of the blog post: title, URL, body, headers, image alt-text, meta description and used naturally throught the post (even with varying syntax and synonyms of the long-tail keyword). 
  5. Confirm that the blog contains a CTA at the end of the blog post. 

Example

Need some help with planning your next blog post?
Read the Blog Strategy Guide!
Step 7: Analyze the social message performance
Learn how

To-do

  1. In the campaign, let’s evaluate the social media messages.Which message had the highest number of clicks and on which social network(s). 
  2. If your company uses Twitter, go to Social > Monitoring and set up a stream to monitor your contacts. Create a new stream based off of the contact list that you selected for the content offer's email campaign. The stream will allow you to see what is important to your contacts and allow you to better engage with them on Twitter. 
  3. Schedule additional social messaging to promote your content offer. Each message should include links to your landing page and use language and tone that resonates with a specific persona. 

Example

Need to review Social Monitoring?
See how to create Social streams.
Step 8: Schedule a Calendar task for your next review.
Learn how

To-do

  1. Determine a schedule for reviewing and analyzing your marketing efforts for the content offer campaign. For the duration of the campaign, you'll want to analyze the results on a consistent basis. Depending on the length of the campaign, or how long you will be promoting the content offer, you may choose to analyze the campaign results once every two weeks, every month or every other month.
  2. Develop a new SMART goal based off of the last results. How many new visits, contacts and customers are you aiming for as you continue to promote the content offer?
  3. Navigate to the Calendar tool. Click Create Task and select Custom from the dropdown. 
  4. Create a Custom Task entitled 'Review [name of content offer]' .
  5. Pick a date and time that works for you, select the appropriate campaign and assign the review to yourself.
  6. In the notes section, add your new SMART goal and Create the task. 

Example