It seems everyone considers themselves an internet marketing consultant now, based on my recent trip to LinkedIN.
People that I talked to just a year ago who desperately needed my help because they didn’t know anything about how to market themselves online are suddenly such experts that they can list internet marketing as a skill.
That’s a pretty amazing learning curve! An insurance agent I know even listed it as a skill. That’s all good and well, but there is a lot to internet marketing – much more than I could ever have learned in one year.
But, this article is to introduce you to CRO which stands for Conversion Rate Optimization. Never heard of it? That’s okay, neither have all those “internet marketing consultants in Denver” on LinkedIN. So what is it, and do you need it?
Basically, internet marketing comes down to three things:
- preparing your site for online marketing (SEO)
- getting traffic to your site (SEM and PPC Advertising)
- converting visitors into customers (CRO)
This site is packed with info on preparing your site for online marketing, and for driving traffic to your site. But the next step is very important.
- Once a visitor arrives, are you a good host?
- Have you given them the information they seek?
- Do you have a mobile responsive website for those searching on a smartphone?
- Have you given them your Unique Selling Proposition?
- Have you given them a reason to look around?
- How about a easy way to contact you?
Let Your Internet Marketing Consultant Worry About It
Those things are all things that internet marketing consultant, Colrado SEO Jon Camrud, thinks about when creating your site, and writing your blog article content or landing pages for PPC advertising. You don’t get that from newbies, or from your administrative assistant.
These conversion rate elements are also things that are budget busters for many small businesses that allocate too small of a budget to their online marketing.
When setting your budget internet marketing consultants have to first make sure you have budgeted to get the visitors onto your site, but we are often not successful at convincing our clients to make sure the budget covers enough time to properly devote resources to converting customers. To be honest, it does take some time to do it right.
It is understandable that a small business owner might think they are done after shelling out some money for not only a modern website, but also for a monthly advertising budget. But look at it this way, if you put out that money and don’t convert visitors into leads, you are stopping short of the goal line.
Two things are important in conversion optimization:
- to take time to truly think through the experience of the person landing on the webpage, and
- to test alternative situations that might improve conversions of visitors into customers
In the business, we call testing alternative situations presented on website landing pages A/B Testing. A/B testing, simply put, is when you present ‘design A’ to some arrivals, and ‘design B’ to other arrivals. You then compare how many conversions Design A received vs Design B.
I then adopt the winner as the new A, and test another variable as a new Design B. This continues until you are satisfied that you are doing as well as you can.
For example, the title of this article includes “Internet Marketing Consultant”. An A/B test might be to have half the people receive an article that says “Internet Marketing Consultant Denver” instead. I could then check to see how many shares it gets outside of Denver social media circles. If the difference is statistically significant toward Denver, I might consider putting the word Denver in more article titles.
More Conversions Means More Profit
You can easily see that it makes sense to allocate some budget to do at least a small amount of initial A/B testing to see if you can increase conversions.
As stated above, many businesses cap their budget before allowing for this. Sites have increased their long term conversion rate by 100% with such simple things as changing their sign up language from:
“Start Your Free 30 Day Trial” to “Start My Free 30 Day Trial”
So, once I get you onto the first page of Google organic results, try re-allocating some of that pay per click money to conversion optimization.
To learn about more things that you never even knew existed, contact internet marketing consultant, Colorado SEO Camrud Advertising for a free initial consultation.