A Scientific Approach to a Better Online Lead Generation

Posted by Masen

a-b split testingHistorically, if you wanted more leads from your website, you would hire a consultant or an agency to help make your website “better.” You would design a more attractive website, write marketing copy that was more compelling or work on your SEO to try to increase the number of visitors to your site. All of these are valid approaches to improving website performance, however, there are problems with this approach. What is a “better” design and who is it more attractive to? Have you come across websites that you loved but your spouse or parter hated? How about marketing copy that turned you off but got a friend or associate so excited, they couldn’t stop talking about the product or service? The problem with “better,” is that it’s relative. Measurable results are the alternative because by quantifying your results, you can see with clarity whether a particular approach is moving you closer to your business goals. So, what’s important to measure in the context of online marketing or lead generation? That depends on your business goals, however, if one of them is to obtain more customers, here are some typical factors. Unique Visitors is the number of unique individuals that came to your website in a given period like a week or month. Calls to Action are requests for the visitor to do something, like call your or fill out a contact form or request-for-quote form. Conversion rate is the percentage of unique visitors who take a particular action. For example, the conversion rate for your contact form would be the number of people who filled out the form divided by the total number of unique visitors. If you had 100 unique visitors and received 10 contact form submissions, your conversion rate would be 10%. Your Acquisition Cost is the total cost that you spend to acquire a customer, in this case through your website. Say you run a Google adwords campaign and spend about $1 per click for those 100 unique visitors. Next, assume that it takes 10 leads (contact form submissions) for you to get a single customer. That means your acquisition cost for a customer is $100. Conversion rate is a measure of how effective your website is at turning visitors into prospects. If you increase your conversion rate, your site is performing measurably better than it was before. With a handle on your conversion rates, you can begin to make changes to your site and see if those changes improve your conversion rate or not. This is basic testing and, to speed up the process, you can use A/B testing where you test a single change to your website against the status quo. For example, you could A/B test a new primary image for your site’s slide show. A/B testing is straightforward - your website developer implements software that dynamically switches your site’s main slideshow image between the two options you are testing. One-half of the time, a visitor will see image A and one-half of the time a visitor will see image B. At the end of some period, you compare your conversion rates for visitors who saw image A with those who were given image B. In this way, you can clearly determine whether the new image made a difference in the effectiveness of your website’s lead generation. How do you decide what to test and how much to test? This is where experience, knowledge and a good grasp of your customer base comes in. You have to start somewhere, so you start by making changes that you think will make your site “better.” The difference is that you don’t assume these changes are better, you test them to prove it. In some cases your educated guesses will turn out to be beneficial. In a surprising amount of instances, they won’t. Once you get the hang of A/B testing, you quickly realize that you can literally test EVERY SINGLE change you might want to make. It can become easy to start doubting yourself and want to run tests on everything. This is impractical. Instead, start by testing a few large and noticeable changes, like your headline or hero image. Later, once you believe you have found the best version of those that you can create, begin to test smaller changes. Optimizing your conversion rate is an important first step before beginning a search engine optimization or pay-per-click campaign designed to drive more traffic to your site. If you spend a lot of money driving traffic to a poorly optimized site, your acquisition cost for a customer increases, sometimes dramatically. So, to get the most bang for your marketing buck, start with A/B testing and optimize your conversion rates. Then move on to strategies that will drive more traffic to your site.

Posted in Conversions, Entrepreneurship, SEO, Website Marketing - No Comments »

Custom Designed WordPress Theme versus an Off-the-shelf Theme

Posted by Masen

The graphic design, or look and feel, is the first impression every visitor gets from a website. It’s a critical component in establishing credibility and inspiring people to stick around. Poorly or generically designed websites have higher bounce rates than professionally designed ones. (more…)

Posted in Conversions, Website Design, Website Marketing, WordPress - No Comments »

SEO and Mobile is Anyone Listening

Posted by Nick Andrew Rojas

Ask anyone in the industry, and they’ll tell you that mobile is the future. You hear it everywhere. In fact, mobile has been the future so long, it seems like it should be the present by now! This is actually supported by data, which indicated that mobile user volume surpassed that of desktop in 2014. Let that sink in for a moment: this isn’t just the abstract future, but the actual present.

It’s true everywhere you look, too. We already know how attached people are to their smartphones. Why doesn’t Google recognize this across its business?


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The Best WordPress Gallery Plugin

Posted by Chloe Spencer

Looking for the perfect WordPress gallery plugin for your website? Want an attractive and user-friendly way of displaying your portfolio or the photos from your last office party? There is a wide array of WordPress gallery plugins on the Internet, and it's hard to know which one you'll like best without installing and trying each plugin, which can take up a lot of time, and money, if you start to delve into premium plugins. So I have done the work and found the number one WordPress gallery plugin on the Internet, with the most downloads, best ratings, reviews and overall performance. (more…)

Posted in Website Design, Website Development - No Comments »

5 Things You Didn’t Know About WordPress

Posted by Chloe Spencer

Believe it or not, your WordPress website has secrets, shortcuts and tricks you never even knew about. WordPress has a plethora of special features, and the hard part is not using them, but knowing they all exist. There are so many great little tips and tricks for WordPress that many of them go unnoticed by WordPress newbies and veterans alike. Read on to discover 5 things you may have never known about your WordPress website until now.


Posted in Website Design, Website Development, Website Marketing - No Comments »

Top 10 WordPress Widget Plugins

Posted by Chloe Spencer

WordPress widgets are one of the many perks of using WordPress as your CMS. Widgets add features to your sidebar, which you can add and subtract, rearrange and customize yourself without having to tinker around in the code. There's a handful of default widgets that come with WordPress, such as tag clouds, search bar, etc–but the best are found in WordPress widget plugins. WordPress plugins make extensive customization easy, with one-click install and simple modification options. I've put together a list of the top 10 WordPress widget plugins to consider installing on your WordPress website to deck out your website sidebar to its fullest potential. (more…)

Posted in Entrepreneurship, SEO, Social Networking, Website Design, Website Development - No Comments »

5 Web Marketing Secrets for Small Businesses

Posted by Chloe Spencer

Owning a small business is a big task. Initial planning, hiring employees, creating budgets, and marketing is only the beginning of the immense workload on the shoulders of new small business owners. But even if you're not a startup and you've had your business for a while, marketing is an on-going hurdle you must jump over on a regular basis. Here are a few tricks of the trade that can help any business with their online marketing… (more…)

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Joomla vs WordPress

Posted by Chloe Spencer

The ongoing Joomla vs WordPress war still rages, competing for the title of number one CMS. Both are very popular, very powerful Content Management Systems, but with slightly different approaches to managing content and geared towards a slightly different audience. So what it comes down to is not so much which one is better, but which CMS is better for you. Read on to find out whether you should build your website using WordPress or Joomla. (more…)

Posted in Entrepreneurship, Website Design, Website Development, Website Marketing - No Comments »

Selecting a Good WordPress Hosting Company

Posted by Masen

If you are developing a new site in WordPress, it may make sense to select a hosting company that has specific experience with WordPress. Since WordPress will be powering your entire site, it’s important to have a hosting company that understands its unique requirements. Here are some things to keep in mind when selecting a WordPress hosting company. (more…)

Posted in Website Design, Website Development, Website Hosting, WordPress - No Comments »

Backup Your WordPress Site

Posted by Chloe Spencer

There are a handful of quality WordPress backup plugins to choose from in the WordPress Plugin Directory, but there's a few things you need to consider when choosing a backup plugin. Do you have room on your computer hard drive to store backups? Would storing your backups via an online service be preferable? Do you want to simplify backing up your site with the ability to schedule automatic backups? Is top-notch security or perhaps one-click restoration important to you? Read on to find out which WordPress backup plugins are best for you and your needs. (more…)

Posted in Website Development, WordPress - No Comments »

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