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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 »


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.

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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 »


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.

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6 Benefits to Using WordPress As Your Website’s Foundation

Posted by Masen

WordPress is used to create 1 in 3 websites on the Internet today and that percentage is growing every day. If you are not already aware of WordPress and how it can act as a great platform for your small business website, then read on. This article will discuss what WordPress is and what its benefits are. WordPress is the world’s leading Content Management System, or CMS. A CMS is just a fancy term for a program that let’s you edit your own website. (more…)

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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.

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Principles of Social Networking Success

Posted by Masen

Would you like to grow your FaceBook likes? Do you want more Twitter followers? Regardless of the social network you are targeting, these principles will help you grow awareness and increase traffic to your website and business.

Add Value

The number one principle is to always add value. Whether you are writing a blog post, an email newsletter, a tweet or a FaceBook post, always try to say something that would be of value to your target reader. There are a variety of ways to create value. You can provide inform people regarding current events or happenings in your industry. You can educate them about your category of product or service. Or you can provide entertainment (this is a tricky one, of course, because not everyone finds the same things funny). (more…)

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


Links for SEO 101

Posted by Chloe Spencer

Many people don't know that links are one of the most influential factors of your Google rankings. Authoritative, inbound links with keyword-rich anchor text are what will ultimately get you ranking on page 1 for those keywords in the search engines. But how do you go about getting these quality links? Creating and carrying out a link strategy can be one of the most time-consuming SEO tasks you do for your web site. This is one reason people seek the help of an SEO professional. If you would like to do it yourself, there are a few things you should know about links beforehand, like what the different types of links are, which ones are good, bad, useful or useless.

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


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