Many Grok readers have been curious about our online marketing optimization services and what kind of process to expect when working with us.Â I’ll use some work weâve done with a client to show you some basic things you should be looking at when optimizing and testing your site. A client of ours, Universal Accounting, offers successful bookkeeping courses to those who are looking to start their own accounting and bookkeeping businesses.
We started by looking at this clientâs traffic sources and separating them into early, middle and late stage buyers.Â None of this clientâs traffic is truly “late stage” because very little traffic actually uses their brand or specific course names in their search to get to their site.
Their traffic is mostly in the early, middle and middle/late stage buckets.Â Their middle/late stage visitors come to their site from search terms such as âstarting a bookkeeping businessâ and âhow to start a bookkeeping business.âÂ The homepage is the top landing page these types of visitors land on.
We start our continuous improvement process by making recommendations to convert more of their late stage traffic.Â This is where the fun begins because we get to think and act like these types of visitors in order to understand what their motivations and needs are.Â With this, we assess whether the site does a good job of moving the visitors through the information towards giving them the answers to their questions and persuading them to take macro-conversion action.
If you were searching âhow to start a bookkeeping business,â what content would speak to this need if you landed on the homepage? Their original homepage offered no call to action in the active window to speak directly to this visitor.Â They had some strong headlines and a small link, âstart here,â that blended in to the headline bar.
This is the recommendation (click screenshot to enlarge) we gave them through our software.
After some interaction with this client, they came up with two variations of buttons to test against the original (click screenshots to enlarge). The conversion point of this very simple test was to move more visitors to the next page in the scent trail–in other words, to move them forward in their buying process.
It was found that both variations with buttons performed better than the original.Â The version that calls out âStart your own accounting business nowâ had less success than the âLearn how to start your accounting business.âÂ This is because the majority of traffic coming to this page is not yet ready to just get started, they first want to âlearn howâ before they start their business.
What can you take from this example? Start by determining who your late stage traffic is. Look at their keywords: what are they searching for and what are they looking to accomplish when they arrive at your site?Â Are you featuring a strong call to action (mapped to a buying stage) that will help this visitor move forward in their buying process? Treat each click independently and help your visitor move through one revolving door to the next.
Have you tested anything similar recently? We would love to hear about your experiences.