Every time a website visit results in an enquiry, lead or purchase, we call it a web conversion.
Creating more leads for our customers drives everything we do.
Web Conversion Leads Strategy
When thinking about how to go about lead generation, it doesn’t take a genius to work out that ‘improving what is already working’ is easier than trying new things, which may or may not work. In our experience it is easier, by which of course we mean less expensive.
We should mention that seeing enquiries before we even start is an incredibly good indicator of future growth, and if you’re in that position then there should be no stopping you. Why not get going!
Locating converting keywords
One of the most interesting things in Search Marketing is that it can be incredibly consistent, however unlikely that may sound.
Keywords resulting in ‘successful’ visits tend work again in the future, and often continue working at the same rate.
But the number of keywords that work to produce enquiries is very small proportion of the available total. For one site that we know very well, after three years, out of 16,000 different keywords (of varying volumes), only 80 of those produced more than one enquiry each. Focus on the 80.
Of course, knowledge of these keyword phrases is understandably scarce in the beginning. You can see it becomes vital to know which keywords were used by visitors that make an enquiry, missing early signs would be a big shame.
So don’t wait until you’re ready to embark on your campaigns, having ‘some’ information before you start will save you money in the long run. Implement website lead tracking straight away, it won’t be expensive.
Tells you where to go next
Converting keywords are like little beacons of light in the dark. Campaign navigation becomes easier when you know where they are.
Monitoring these converting keywords is the foundation of all of our digital marketing campaigns. ‘Converting keyword’ information will help us make good decisions when plotting everything from SEO, Ad Campaigns to website content.
A lot of companies tend to underestimate the value of knowing what to do next, in favour of trying to do everything at once.
Measure Website Performance
A website that hasn’t been optimised may convert 1 in 200 visitors into an enquiry, and a nicely functioning page on a site will perhaps get 10 times as many.
But if it doesn’t get measured, it will never improve.
We’re not just talking Google Analytics. Website lead tracking is the very first step – don’t leave home without it.
With respect, all the traffic information, bounce rates and exit rates in the world don’t give you the most important things, like, where do the enquiries really come from, and how do we get more of those, for less money….
But what do we need to measure?
There are two headline measures that allow us to plot progress, and help spot what needs to be looked at next.
- The relative ‘cost per lead’ of the traffic (highly segmented)
- The landing page conversion rate
If we don’t know which words have worked to generate enquiries in the past, then we won’t know what to focus on in the future, and the viability of the traffic and landing pages complete the picture.
In website marketing, successful history repeats itself.
On the other hand, if we do know what worked, we concentrate our funds in maximising the available opportunity. And, the difference we can then make to results is potentially huge.
Not tracking web enquiries?
We can implement tracking for you, depending on the site, we can do it ourselves if there is access, or provide instructions for you to give to your current suppliers.
With many small companies over a period it can provide the evidence they need to make a decision to start digital marketing, and we’re happy to help people get to the starting line. Our Website Tracking page
The importance of Conversion Rate
How important is conversion rate? Have a look at our quick example It shows the difference that a modest improvement can make.
The conversion rate is the closest thing to ‘a proxy of profitability’ that we have found. Companies that achieve high conversion rates consistently make money.
