Blog

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 »


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 »


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 »


The 7 Deadly Small Business Mistakes

Posted by Chloe Spencer

Starting a small business is a big and daunting task. Small business owners often make common mistakes, especially in the beginning. As a result, startup after startup goes up in flames. Many of them were great ideas but they were never able to prosper because they were cut short by preventable pitfalls. Read on to find out the top small business mistakes and how you can avoid them.

(more…)

Posted in Entrepreneurship, Website Marketing, WordPress - No Comments »


Hosting on WordPress vs WordPress.org

Posted by Chloe Spencer

Many people get confused between WordPress.com and WordPress.org. Were you aware that hosting on WordPress.com is different than using the software from WordPress.org? They are quite different. WordPress is a Content Management System, web software for building websites, which can be downloaded from WordPress.org and installed on your web host. WordPress.com is a hosting platform where you can create a free blog without having to pay for a separate host, but without the ability to upload a custom theme, modify the code, or upload plugins. Your website URL will also end in ".wordpress.com". So which one is for you? Read on to find out. (more…)

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


Finding Your Perfect WordPress Theme

Posted by Chloe Spencer

Free WordPress themes are hugely sought-after, now that 1 in 3 websites today are created in WordPress. WordPress is widely considered the number one Content Management System (CMS), mainly for being amazingly user-friendly, highly customizable, open source, and having a plug-in directory comparable to the App Store. But one of the best things about WordPress is that you don't have to build your website from scratch; you can install a theme, then customize it to your liking, add some content and, voilà, you have a website! There are thousands of both free and premium WordPress themes readily available on the internet, but the trick is finding the best ones. The good news is that I've done that for you! (more…)

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


5 Tips for Email Marketing

Posted by Chloe Spencer

Email marketing can be a great way to reach customers, but it can be very difficult to capture your reader's genuine attention without looking like spam or a sales pitch. Who wants to put a ton of time and effort into email marketing when their emails are just going to get ignored, deleted or caught in a spam filter? There's a few tricks to successful email marketing for small businesses, which if done right can increase not only your conversions but also your website traffic, search engine rankings, etc. Plus, it's one of the most effective free-of-cost marketing tactics out there. Read on to discover the top 5 tips for email marketing geared specifically toward small business owners.

(more…)

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


How To Choose Your Domain Name

Posted by Chloe Spencer

Have a site idea but don't know what domain name to register? Are all your first choices for domain names taken? Thinking about going with a .net, .biz or .co because you feel like you have no other choice? In this article, I'll walk you through a step-by-step process for your choosing a great SEO-friendly domain for your website. (more…)

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


5 Top Reasons Why You Should Use WordPress

Posted by Chloe Spencer

There is a plethora of Content Management Systems (CMS) out there to choose from when deciding to create a blog or a website; Wordpress, Joomla, Drupal, etc. There are also a large number of free blogging services like Blogger, TypePad, etc, but using these sites is not recommended because you typically don't own the domain name. It will be something like mygreatblog.blogspot.com. This creates a couple of problems. One, if you want to move to your own domain in the future, you'll likely lose many of your readers. Two, it's a hassle because you have to copy and paste all the content you had built up over time into the new site. I highly recommend creating a self-hosted website, using a host like Bluehost.com for example, and installing a CMS. My number 1 recommended CMS for most small businesses is Wordpress. "Why Wordpress?", you may ask. Here are 5 reasons: (more…)

Posted in Entrepreneurship, Website Development - No Comments »


Why Your Site Needs a Blog

Posted by Chloe Spencer

You may have heard that it is beneficial for your website if it has a blog, and you probably know several companies who have a blog on their website. But have you ever wondered what the point of a blog is and whether you should set one up on your site? There are quite a few reasons why your site could benefit from a blog, and the answer is yes, you should have one. Here's why: (more…)

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


« Previous Entries