Inbound Marketing

Intro: Optimizing Your Conversion Rate

By April 5, 2018 No Comments

Whether you’re paying for clicks or not, you’ve spent a lot of time and effort in attracting visitors to your site. Your conversion rate strategy should be perfected so that your time and money are not wasted. Here are some tips for conversion rate optimization.


If you don’t have any now, you need to post tetimonials as soon as possible. These can be in the form of text, video, or audio.

Nine out of ten online consumers trust recommendations from people they know; 70 percent trust unknown users, 27 percent trust experts, 14 percent trust advertising, and 8 percent trust celebrities. (Source: Econsultancy, July 2009, Erik Qualman, Socialnomics)

Next to word of mouth, testimonials are the second-best form of advertising. Your customers are doing the sales pitch for you without being saleslike.


Credibility and building trust are crucial when acquiring new customers. Relevant case studies show that your offer, service, and/or product is particularly valuable.

You should have a page on your site that is dedicated to case studies and easy to find. You can do this by adding case studies to your navigation or linking to the case studies page from a blog post, social media posts, emails, CTA, quote, or testimonial.

If you don’t have any, it’s time to get started. Here are some tips and ideas:

  • Be inspired—go to some of your favorite sites, competitors’ sites, and large corporations’ sites to see how they present their case studies.
  • Be personal—create case studies for each of your buyer personas.
  • Be real—create videos from case studies.


Simply put, a landing page focuses on one objective. This page is separate from your main website. It has no navigation and few links because your goal is for the visitor to focus on that one objective. Landing pages are designed to convert.

Companies with at least forty landing pages get twelve times more leads than those with no more than five. Companies with at least thirty landing pages get seven times more leads than those with only ten or fewer. (Source: Hubspot)

Shown below are a few types of landing pages.

The sales page, also referred to as a click-through landing page, is what most of us have been seeing since ecommerce began. The goal is to persuade the user to click again to another page, usually a shopping cart.

The lead generation landing page’s design is a bit simpler, and you are probably also familiar with this form. This page offers something for free, such as an eBook or webinar, in exchange for your information, such as a name and email address.

Landing pages are absolutely necessary to have today. To use them effectively, you must know your buyer personas and have many available.

Nearly five in ten (48 percent) marketers build a new landing page for each marketing campaign. (Source: MarketingSherpa)


A call to action is more than just a button to click.  You have to design this carefully to make the viewer want to take action, which helps you get one step closer to gaining another customer. Calls to action should be analyzed and A/B tested to be most efficient.


Forms are simple. You pick the information you want to capture about visitors, leads, customers—anyone really. You can then personalize all other content to ensure that your audience is receiving the best content possible. Try to keep forms short and simple.


A webinar is a good way to prove why your product or service is needed and show potential customers that you can be trusted. It’s also one of the best ways for you to learn more about your target audience and raise your brand awareness.


  • Free samples
  • Product spec sheets
  • Catalogs

Companies with a structured approach to improving conversions are twice as likely to see a “large increase” in sales. (Source: Econsultancy)

LeAnn Reyes

LeAnn Reyes

I help socially conscious businesses and non profit organizations create products, complete projects, engage more, and grow with inbound marketing, meaningful technology, and a customer experience people love.

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