Increase website traffic - Replug

7 Content Marketing Techniques to Generate a Steady Stream of Web Traffic

What is Content Marketing

Content marketing is the art of empowering your audience to make informed decisions by educating them through a steady stream of valuable, relevant and consistent content.

Instead of pitching them your product or services directly, you create, distribute and market useful content which your audience uses to solve their problems. This helps create a relationship of trust between the brand and the consumer.

Today, individuals, marketers and big organizations use content marketing as a primary source of marketing medium. The reason for its popularity is simple; it works.

Because of its popularity and the ever-increasing demand of potential buyers, the content marketing industry has drastically evolved in the past 5 years. Content marketing is specifically renowned for the following traits.

  • less expensive
  • boosting sales
  • Loyal customers

For the most part, content marketing is used to draw web traffic to your money website. These visitors can then be channeled to convert them into paying customers.

But first things first. You can create such awesome content that people are drawn to your web page.

Let’s explore which content marketing techniques are the most effective when it comes to generating more web traffic.

Find the Niche market

Customer needs and wants change over time. An entrepreneur must keep an eye on the customer’s behavior.

So, the first step is to determine the audience; you need to find out the problems which keep them up at night. 51% of customers are frustrated with the brand’s approaches to counter their demands or wants.

The Enterprise should not focus only on distributing the content. They must also address the need for a particular product in the market. There are two types of audiences.

Warm audience: Who do care what you are providing to them.

Cold audience: Your content won’t matter to them.

That’s the hardest part; to target the niche audience demographically, based on different regions, and other factors. After finding the niche relevant audience, marketers build a customer profile to create a relevant, educating and entertaining content to fascinate the attention of the public.

There are multiple tools, social platforms, and devices to accumulate the incoming data about the customer’s preferences, interest, need and more. These tools help you identify the conversion rate, audience engagement; and create marketing automation campaigns that enable marketers to compose a message to the right prospects at the right time.

Marketers can also learn the industry challenges, examine the competitor strategies, and their customers. Social platforms encourage them to follow marketing trends and implement strategies to target a broad audience in order to accomplish company goals and objectives.

Build a customer’s journey

What is the Customer’s journey?

So marketers need to concentrate on what customers think, feel, want and create the ways to grab the attention towards your product.

Marketers could collect reliable information at every stage of the customer’s journey and deploy a framework for performing marketing tactics efficiently.

They can build customers journey by presenting the most relevant or trending content to people for the purpose of spreading the awareness of the brand, product, and services

Marketers more or less come up with the same goal which is to lead sales to funnel, get profit, receive ROI and induce the customers to give positive responses toward their products or brand.

Forrester Research analyst Lori Wisdom says:

“Buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way.”

Content should be concise, easy to consume, attractive and engaging for the audiences. Marketers have to focus more on the quality over the quantity. Of course, it is not as simple as it seems, writing content which the audience won’t appreciate is more alike wasting a lot of time to persuade the eyeballs towards your content.

So, they need to create educational content to persuade the customers, refresh it with the time to re-evaluate the customer’s needs and wants.

Customer’s journey based on three primary steps.

  • Awareness
  • Consideration
  • Decision

content marketing - replug

Awareness

This stage is known as TOFU (top of the funnel) where you can increase the awareness of the product or service by approaching and addressing the public pain point in the content creation process, make them feel estimable and turn your potential customers into actual buyers.

The one significant thing, every entrepreneur should keep in mind that the customers steadily looking for the product or content through they can satisfy their need or desire or get educated.

Marketers have a perfect chance to increase awareness of the brand and become recognized in the vast content marketing landscape to focus on those areas where customers spend more time and have some interest.

More often your prospects try to seek information about the brand, product attribution and find a solution to the problem that they might have. At this point, you have an opportunity to optimize the SEO for content marketing with the targeted keyword which generates more quality traffic towards your websites, brand or company.

Marketers have the opportunity to concentrate on the steps mentioned below to engage with the customers, grab their attention, figure out their problems and provide them with related solutions or ideas.

  • E-books
  • Infographics
  • White papers
  • Educational Content
  • Analyst Reports
  • Webcast
  • Video
  • Podcast
  • Live interaction

Consideration

Consideration is the second stage where the potential customers finally classify the solutions of their pain points and also looking for various other alternatives.

This stage is called MOFU (in the middle of the funnel) where marketers need to provide informative content which demonstrates the audience why they should prefer your product than the others in the market.

According to the Content Marketing Institute.

“The marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”

Marketers must try to explain the problems you address for the customers rather than pitching your product or selling through the content. Here are some MOFU tactics through which you can influence the audience to buy your product, reach them, provide the right content at the right time which supports them while making a buying decision.

Decision

In the last stage, prospects have decided which solution is the best for the problem they are struggling with.

They are doing more significant research, a comparison of the two similar products, vendors and come to close to the final decision.

BOFU (bottom of the funnels) reinforces some offers to increase the conversion opportunities towards your brand and make them confident that they choose a right or wrong choice for their business or solution to the problem. It includes:

  • Live demo
  • Case study
  • Trail download

Build a Content Editorial Calendar

Content Editor calendar is a management tool. It helps the marketers to keep track of the content marketing activities, dates when the content will publish, and responsible team.

Content marketing is a long term approach, involves marketing tactics, produce quality content, and tweaking marketing activities over time. So it’s difficult to handle it all at the same time.

Content editor calendar gives the opportunity to drive the marketing strategy, organize, and plan the content. It keeps the team concentrated on the company’s aim, goals and map ahead to improve the marketing results.

Content fuels online marketing and if you don’t have a content strategy, you will struggle to generate leads. An effective content strategy requires a well-planned editorial calendar.

If you genuinely desire to produce majestic content, then you have to select the editor calendar software which addresses the idea or framework to the marketer, the team to know about how you could reach and build a warm relationship with your audience.

Invest a small amount of money on social channels

Have you ever identified why companies need to invest in social channels?

Social media is a vast source for the enterprise to tell stories about the product or brand to fascinate the attentiveness of the public audience.

More people come up on different social platforms to engage with others, read blog posts and collect information about their favorite brand and products or services.

Ninety-two percent (92%) of small businesses intend to raise their investment in at least one social media platform in 2018.

Social channels like Facebook, Twitter, Instagram, Pinterest have played a monolithic role in the marketer’s life. It gives strength to connect with the readers, educate and entertain them with the particular piece of content and track the social engagement and the conversion rate.

The community is Everything. They offer the marketers to build brand appearances in leaps and bounds. Now it becomes so effortless to find out the target audiences, needs, concerns, competitor strategies and their presence in the social media world.

Paid advertisement is more cost-effective than other traditional aspects. Each social platform employs a pay per click (PPC) model which means the businessperson pays exclusively when the target audience takes a substantive action against the product or brand.

Companies are required to spend more time and a small amount of investment on these social channels to gain more leads and traffic towards your landing pages. Two million businesses today use Facebook advertising for promoting their products and services.

Below, you can see the Facebook set Ad benchmark across all industries.

Facebook advertising - Replug

Select the right tool to get valuable insights
An entrepreneur takes into consideration while planning the content creation process, that they don’t do marketing only for the purpose of advertising their product.  In fact, give rise to business analytics to grow your business smartly.

In 2019, every business tactics could automate the way you desire. The are plenty of fantastic tools that help you to automate your daily, weekly and monthly work and track the revenue, conversion and identify the impact of different marketing strategies within less money and time.

I’ll tell you some most interesting tools which aid you to find out the statistics of your marketing campaign. You would discover it yourself which tool is more suitable for your business marketing activities.

ContentStudio

ContentStudio is one of the finest marketing tools which allows you to create a customized campaign for your product promotion using the fancy filters to refine the content and distribute to any your social media networking to create the awareness of the brand.

It also allows you to compose your schedule post and create tailored messages for the actual and potential audiences rather than spreading similar content across all the social channels.

It makes it so easy to overview all the marketing activities under the calendar and list form. You can control and manage the schedule post which you have published on your social accounts and track the due dates of the content.

Replug

Replug creates branding shortened links that give strength to your brand and expand your credibility with your custom domains.

It allows you to create a brand for your business and campaigns to promote the message about the product you have. You can add RSS feeds to your campaigns and the content from the RSS feed will be automatically pulled after every 30 minutes which you can share among your audience via your shortened Replug link.

Replug also gives the opportunity to the entrepreneur to create an eye-catching call to action to seize your audience towards your site or retarget the audience with the same content to any page on the website. It also gives strength to your email marketing campaigns and stretches your email outreach.

Branded CTA - Replug

Centralize content ideas and create a master list

Brainstorming is one of the most dominant techniques ever, to create creative content. If you use it accurately, then you’re competent to generate a more conducive idea for your blog post. It’s not about executing the ideas, in reality, it’s all about coming up with novel ideas.

It could be difficult for the content creator to write innovative content more often to hold the customer’s attention towards their landing page or blog post.

What Does Content marketing mean? Is it only a way to write a blog for receiving high ROI or producing content for your website?

The answer is NO because the purpose of creating creative content is to educate the audience in real manners.

Content defines you, it reveals the folks why are you here, what problem’s solution you have, gives them a reason to select your product over others, creates ways for the potential audiences to come and finds you.

In-depth research

If you truly aspire to be a successful content marker, then Research is one of the most crucial parts to hold the public attention span. An entrepreneur should spend some time and energy on marketing research. Albert Szent-Gyorgyi said:

Research is to see what everybody else has seen and to think what nobody else has thought.

Marketing extensive research helps you to identify the customers, their needs, build up the customer profile, and create ideal target content.

You have to select smart tools like ContentStudio which serves you to drill the trending content, news, blog post which will get some eyeballs.

The significant thing about the internet is, the marketers are competent enough to research the audience’s mindset, behavior, and preference which evolves over time like a caterpillar growing into a butterfly.

After researching, you can create a content process that explains where you need to begin to target the audience and notify the readers about the content you’re going to produce.

The marketers can use the keywords to classify the topics in which the audience has some concern. Keywords not only improve SEO, but it also enhances the efficiency of content marketing strategies.

Here we have a Case study that demonstrates how can you pick the right keywords to begin research, examines the strength of it and find the alternative keywords to analyze the research data.

Keep your website relevant

Finally, we have crossed the border into 2019 happily.  Now it becomes so easy to think about the web design which gives a mold to any marketing tools.

You must hear before that website is the heart of any online business. Marketing strategies have evolved and new ways have been created to do business.

A website shows how you attract, and inform the audience about the product. People take a second to make a decision, after glancing at your website.

Social media has a power that helps you to catch the audience’s attention. Marketers should heedful, that maintaining a website with the relevant information is a tough nut to crack but still possible to look closely at your audience.

The information should be updated with the time, as the customers will heed if something is out-dated. It creates the possibility to tempt the audience and stay on the website for a long period and use the vibrant colors which are aligned to your market.

Websites help you to convert the prospect into loyal customers, generate more leads, traffic and increase the chances of social shares.

There are 6 website design tips that give you true flavor to your content creating process.

Takeaway

Content marketing has become the cornerstone of any successful marketing campaign. It is important to recognize the type of content and the nature of distribution that works best for your brand.

Research the need of your audience and tailor content around it to solve their problems. Create unique and compelling content to out-perform your competitors.

Let us know in the comment section which techniques for content marketing best align with your growth objectives.

About the Author

Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.

Increase Conversion Rate - Replug

11 Factors that make a high converting landing page  

What is a landing page?

An individual web page which has conversion elements e.g. catchy headlines, engaging content, call to action buttons, all strategically placed to convince the visitor to click on your offer. The offer could be anything from registration for a webinar, download an ebook, free trial of an application, requesting a demo etc.

The most common type of landing page is the sign-up landing page. It has one specific conversion goal: to encourage visitors to sign up for a service. The main aim of this page is to minimize the friction involved in the conversion.

Strategically designing these pages, keeping your target audience in mind is the key for a successful landing page. Whether it is an ad that brought your target audience here or content, there is still work needed to be done to make this click a conversion.

The following are the top design factors that you need to consider in order to optimize your PPC landing pages for the maximum output.

Relevant content meeting expectations

One of the worst things that can immediately turn off a prospective lead or even customer is a false promise or sheer meaningless click baiting for that matter. As a digital marketer, you need to ensure that the PPC ad bringing you into your landing page resembles the message on it.

Someone looking for a car insurance plan could really feel compelled to exit immediately if they see the bland homepage of an obscure insurance concern, or are bombarded by popup windows about random offers that they fail to escape out of. The example of ContentStudio page displays the singular mindset that the prospective user had in mind when landing there.

Using AMP Landing Pages

Landing pages have received a lot of facelifts in the past few years, but there was nothing significant as far as the functionality was concerned. In 2015, Google highlighted the shift toward mobile devices. It was estimated then that by 2019 almost 65% of all digital advertising will be done on mobile.

Now consider these astonishing statistics

  • The average load time of a site on mobile is around 18 seconds on a 3G connection. Around 75% of mobile sites take over 10 seconds to load
  • Conversion rates fall by 15% for every additional second the webpage takes to load.
  • Almost 40% of the visitors will leave a particular page id it takes more than 3 seconds to load.
  • Around 60% of users are unlikely to return to a mobile site if they had trouble accessing it.

From the above statistics, it can be concluded that is your page does not load fast enough, There would be a discontinuity between your ad and your landing-page, forcing the visitors to bounce.

Benefits of AMP Landing Pages

Audience Engagement

AMP landing pages load almost instantaneously.  This means your target audience is engaged as soon as they hit the ad. This way, they are more inclined towards your message, receptive to your brand’s theme and more likely to convert. This helps to increase conversion optimization many a fold.    

Maximize your revenue

As mentioned previously, the conversion rate drops by almost 15% for every extra second visitors have to wait for the page to load. AMP offers a way for you to give users a faster experience everywhere — on ads, landing pages or your entire website.

Maintain flexibility and control

Using the latest AMP landing page format enables you to retain your own branding and tooling while taking advantage of AMP’s optimized web components.

Keep the design simple and sleek

Unless you purposely want to hypnotize your prospective customer into a state of confusion, it is a good idea to keep your design clean, simple and sleek. Get rid of any unwanted clutter on your landing page. Of course, the precise design factors of your page are determined by the purpose of the page.

One of the very good examples includes the landing page for the Industrial Strength Marketing, which is crisp in its messaging and clutter-free in design.

Retargeting - Replug

The landing page gets straight to the point with the headline “ Don’t Make Me Zoom.” It is a common experience that we all face while browsing on our mobile phones.

This is not the only eye-catching feature in this page, Notice how the color red is strategically placed: It’s right at the top and bottom of the form, drawing you even closer to the conversion event.

Retargeting Pixels - Replug

Their landing page design works great on mobile devices as well. If it is not so, a lot of the visitors might end up leaving the page.  Keeping in sync with their tagline, the people at Industrial strength marketing have purposefully made the fonts and form big enough so the visitors don’t have to zoom in in order to read the message and fill in the form.

Build custom audience - Replug

Clear visual call to action

One of the most vital factors of a PPC landing page design pertains to its goal completion: The call to action, which should be placed in a prominent way. Do bear in mind that we are only discussing the design here, so it goes without saying that the copy should be crisp and clean.

The CTA on a landing page has to be the most crucial element. All marketing strategy, page design, and ad copy narrow down to this single component.

Naturally, the CTA should stand out from the background and surrounding elements so the visitors are drawn towards clicking it. But before they can do that, they have to view it.

The size, shape, copy, color all impact whether a visitor notices your button. The best way to do that makes it contrasting.

Call to action buttons should be prominently placed, appropriately colored as per the design scheme and must have good text readability. The contrasting call to action button of GoToMeeting website is a great example.

Branded Shortened Links - Replug

Source: Gotomeeting.com

Anticipate high visual contact areas

Closely related to the overall design and the placement of a call to action is the vital factor of estimating how the eyes of the customer will see the webpage.

A Usable World study illustrates how noticeable images and well placed and easily visible text are more likely to capture the attention of your target audience within a fraction of a second.

Consider the layout of your page design and have it tested for the most noticeable elements. Consult your web designer to manipulate design elements for leveraging this factor.  

branded call-to-action - replug

Source: Usable World

Another key concept in this regard is the use of whitespace. White space is the part of a web page that’s left blank or unmarked. This includes the space between images, copy, CTA button, etc.

Using appropriate white space on your landing page not only declutters the page but at the same time highlights what’s really important, the CTA.

Choice of imagery

Speaking of eye contact, probably the first thing that your potential customer will notice on your landing page would be the imagery that holds the copy around it. Believe it or not, the difference in imagery can sometimes result in a more favorable response in terms of goal completion.

In the A/B version test example, the leads soared through the roof with Version B, where a more relatable image is used, creating the picture of a family vacation, as opposed to one with the landscape.

 

Retargeting pixels - Replug Replug
Version A Version B
Source: whichtestwon.com

Quite a few elements make up for a successful landing page and choosing the right imagery is one of them. Following are some guidelines that will help you select the perfect image for your landing page and increase your conversion rate.

Reflect Professionalism

It is imperative that your landing page looks professional. The images that go up there need to portray that your company is reputable and trustworthy.  The trust factor is an absolute necessity for converting for converting visitors to genuine leads

Use Enticing Images

A picture is worth a thousand words, Nowhere this is truer than a landing page. Powerful images will provoke visitors to act and click on your offer. Check out this example from Jetsetter

Drive Traffic to Blog - Replug

Less is More

In an attempt to educate the visitor as much as possible, do not overstuff your landing page. Cluttering will not help your cause. The design should be simple and elegant. Use a lot of white space in order to highlight what is important. Check out this landing page by Skype.

Optimized Link - Replug

Optimization landing page for all devices

If you are not moving with the changing times, then there is a good chance that your competition would eat up your share before you know it. It’s elementary but often ignored by companies in the haste of launching projects that it becomes embarrassing.

Your landing page must be mobile friendly because odds are that your potential customer will be reaching it on a mobile device. Not to mention that it allows you to present your page in another creative dimension. In case you missed the memo, more than half of e-commerce traffic is already driven by mobile devices.

With the immense increase in the popularity of handheld devices, if you are not optimizing for every format of screen display, you are losing potential sales.

shortened link on social media - Replug

Control user navigation

Without making your prospective customer feeling like losing control, carefully design their journey to the required goal, let it be an opt-in or a checkout. The key to doing that is to allow the user to navigate through calls to action through meaningful steps in the process.

The questions digital marketers face today is whether to remove navigation from landing pages or not?

In the above image, there are quite a few links on the landing page that may deviate the visitor from the ultimate conversion goal. Here is a great study which was conducted by Hubspot on whether or not to include navigation.

Another noteworthy concept is the 1:1 conversion ratio on landing pages.

The conversion ratio is defined as the number of clickable elements on a page to the number of actual conversions via those elements. A clickable element is usually a well placed and well designed CTA.

A landing page is an individual web page meant to promote a single offer (conversion goal). Hence 1:1 conversion ratio can be defined as “A singular link that takes the user away from the page and that link should be the CTA”.

Deliver a fast experience

Unless you are trying to impress your manager with a metric that makes no sense, respect the time of your prospective customer. They are probably more likely to be impressed by a neat landing page experience that is not loaded with brain-eating scripts.

Page length

Ideally, you would want a short and crisp landing page, but that depends on the sort of pitch you need to craft to secure the desired response from the potential customer. It is a good idea to create varying versions in terms of page length if you believe that more information is necessary to help the user reach a decision pertaining to goal achievement.

Short Landing Pages for quick/ easy decision making

If you visit Kayak online marketing blog, you will see that the landing pages are short and to the point. If you are looking for a download form or an ebook, there is no need to over explain. You already know what you are looking for, hence the shorter pages.  Lengthy persuasion method does not work in these situations.

Optimized Link Sharing - Replug

Longer copy for transactional conversion

It is but natural that bigger and more complex decision require more explanation and content so that a person is able to evaluate the pros and cons. This is the reason we find long copy landing pages at the end of email campaigns, advertisement etc.

Crazy Egg provides a great perspective on this, emphasizing the point that more content is used to rationally justify big money decisions. Here is a matrix proposed by them that will help you determine the length of your landing page pertaining to your industry.

optimize your links - replug

Prepare A/B Test Versions

It is important to know what is working for you in order to experiment with similar variations in the future and to get better results with minimum energy and resources invested.

Always prepare the A/B versions of your landing page to determine which one attracted the best responses helping in goal completion. A/B testing could involve the evaluation of several landing page elements including, but not limited to, headings, subheadings, copy content, copy placement, text appearance, page layout, imagery and page length.

branded links - Replug

The above example illustrates choices such as using imagery instead of placing a video prominently placed where the main banner is supposed to be.

While there are no disputes about the engagement value of videos, it’s probably a better idea to stick to images in such a central layout element. This is why version A was more successful in generating leads, though you would expect more people to be engaged by a video.  

Conclusion

Keep your seld update with modern techniques in improving your conversion rate.  AMP landing pages are a big step up as far as showing landing pages on mobile devices is concerned.

Put highly relevant content and image to establish a connection between your message and product/ service.

Determine which format, long or short landing page suits your business. Design your page accordingly.

If you have other suggestion on improving landing page design, do leave a comment.

About the Author

Fatima, a technical writer and a working professional, incorporates with businesses related to software development and training management, her blogs facilitate people to attain a complete picture of the platform she writes for.

Increase advertising ROI - Replug

Boost your Advertising ROI using Post Click Optimization

 

Facebook ads, Google Adwords, Bing, branded call to actions, display ads and many more mediums consume humongous advertising budgets for lead generation

All this effort and yet the ad conversion rate of most valiant marketers is just 3 – 4%.  97% of their endeavors are not fruitful. WHY IS THIS HAPPENING???

The reason behind this is advertisers focus 97% of their energy in urging the user to make the leap of faith by clicking the ad. Persuasive CTA, engaging content, ad placement strategy, campaign budget, all attribute to one common cause, “Please click our ad”

Improve conversion rate - Replug
CTR w.r.t Industry, as research by Wordstream

But what happens after they have clicked your ad, How do you nurture that click to hatch as a sale.? Post-click optimization is the science that seamlessly transforms your click/ lead to a genuine sale.

Nobody wants to live in a half-finished building or see one half of a game. There are many platforms and tools that allow marketers to create an audience and target these same audiences with the correct organic or paid campaign.

Branded call-to-actions - Replug

From the above image, we can clearly see how the display ads are performing around the globe. An overall increase is seen in the average CTR but look at the figures. 1.8% CTR, globally, is alarmingly low. Imagine the amount of budget wasted by not utilizing the 97%.

What is Post Click Optimization

All activities taking place between the ad click and the actual conversion falls in the category of Post click optimization. It ensures that consumer follows the path of least resistance where they want to watch, listen, and shop—making the customer journey truly personal. The starting point of this process is an optimized landing page and ends with a personalized thank you page and an email.

An essential part of post-click optimization is the coherence between the ad and the landing. All elements of the landing page such as taglines, images, and brand coloring should be unified with the and in sync with the ad. This enables the user to establish logical consistency paving the way to the sale.

Let us see an example to probe this further

Post-click Optimization - Replug

Full Sail University is a private, for-profit university in Winter Park, Florida. It was formerly a recording studio in Ohio named Full Sail Productions and Full Sail Center for the Recording Arts. Looking at their ad copy and landing page we can deduce the following.

  • The banner ad and the landing page are almost identical w.r.t design and message
  • The background image used in the ad and landing page are same
  • The color scheme is kept consistent to ensure relevance

A similar trend should be followed in the thank you page.

Why does pre-click experience get preference

Pre-click optimization encompasses all activities pertaining to the creation of paid marketing ad campaigns using platforms such as Google Ads, Bing, and Facebook. It focuses on a single element, the ad. The ad comprises headlines, URL’s, ad copy, images, and video.

The advertising powerhouses have always focused on ad creation. This is the reason why pre-click optimization has always been in the limelight is that they developed advanced advertising and marketing techniques which have not only increased the number of ad clicks but also saved marketer’s revenue, time, and resources.

Basic elements of an optimized post-click optimization experience

Scalable creation

Scalability emphasizes the creation of multiple post-click experiences to multiply the post-click experience quickly. This technique is mostly applied to ads referring to eCommerce stores.

Picture this scenario for example, if you want to offer a black Friday sale on 30 items. It is advisable as well as sensible to make 30 landing pages, one for each item.

In contrast to this, if you have a single landing page for all of the 30 items, there is no customization, no personalization and there is a high chance of traffic clogging, that is if you are lucky.

Now use your imagination to determine which of the two strategies will have a better conversion.

Personalization

Leading the way from click to conversion, a digital marketer must keep in mind the user intent. A person who just arrived at your page and one that is about to check out, both have different intent and must be catered for beforehand.

Catering for both scenarios not only helps you personalize the user experience and but the end result i.e. conversion more likely.

1:1 Conversion Ratio

The conversion ratio is defined as the number of clickable elements on a page to the number of actual conversions via those elements. A clickable element is usually a well placed and well designed CTA.

A landing page is an individual web page meant to promote a single offer (conversion goal). Hence 1:1 conversion ratio can be defined as “A singular link that takes the user away from the page and that link should be the CTA”.

Let’s see an example of a 1:1 conversion ratio landing page

branded call-to-action - Replug

This landing page used by “IMPACT” provides a free guide on “ How to generate more leads” to its visitors.  Following are the highlights of their landing page.

  • The logo in the top header is not linked and the page is completely free of navigation links.
  • The page is promoting IMPACT’s free guide and all the landing page elements—the headline, copy, image, and form—are relevant to the offer.
  • The CTA button is the only place the visitors can click, and it takes them to the thank you page with the free guide.

Businesses spend a lot of money, time and effort ensuring they target the right audience. It is imperative for them to eliminate off-page links and keep the visitors focused on the offer at hand.

Use of White Space  

A general tendency seen in an effort to design a powerful landing page is putting in more information. This is not true. When it comes to landing pages, less is definitely more.

A good practice used by experienced designers is the use of white space. White space is the part of a web page that’s left blank or unmarked. This includes the space between images, copy, CTA button, etc.

Retargeting pixels - Replug

The thing about using the white space is when it is optimally used, it is barely noticeable. This is what makes using white space ever more difficult.

Using appropriate white space on your landing page not only declutters the page but at the same time highlights what’s really important, the CTA.

A Contrasting CTA Button

The CTA on a landing page has to be the most crucial element. All marketing strategy, page design, and ad copy narrow down to this single component.

Naturally, the CTA should stand out from the background and surrounding elements so the visitors are drawn towards clicking it. But before they can do that, they have to view it.

The size, shape, copy, color all impact whether a visitor notices your button. The best way to do that makes it contrasting.

It should be the most prominent feature on your page. To achieve that, the color of the button is your biggest ally. The perfect color would be the one that is vibrant than other colors on your landing page. The hue, shade, tint you choose should be bright, bold, and one that’s used on no more than 10% of your landing page.

Check out this amazing CTA from ContentStudio

Branded links - Replug

The critical elements are contrasting and the message is clear as daylight.

Optimized Thank you page

The final piece of this puzzle is the Thank you page. This page serves two purposes at the same time. One, it acknowledges the visitors for conversion and secondly, it gives you another conversion goal. The thank you page should include

  • A thank you note for the visitor
  • An image of the offer (usually the cover page)
  • Instructions how they can access the offer

You can also cross-sell but not in an obvious way and the offer should be relative to the actual sale. A good example is Jumshot’s landing page and thank you page.

URL Shortener - Replug

And after this the thank you page looks like.

Remarketing - Replug

The contrasting CTA on the thank you page is a perfect example of how to efficiently use the button. The first CTA gives you access to the paper.

The message below that conveys the visitor should expect an email soon.

The “Schedule a demo” button takes the engagement to the next level. This presents another conversion opportunity for the platform.

Master Post click Optimization for better ROI

To put it all in a nutshell, following these checkpoints to help yourself to better conversion rates.

  • Does your ad have a dedicated, messaged matched landing page
  • Make sure you ad clicks do not go to waste
  • Ensure a 1:1 conversion ratio on your landing pages
  • Take your time while designing the CTA
  • Use ample yet appropriate white space
  • Never forget to link a thank you campaign to your ad

If you have other techniques to increase the conversion rate, do share in the comment section.

 

About the Author

Fatima, a technical writer and a working professional, incorporates with businesses related to software development and training management, her blogs facilitate people to attain a complete picture of the platform she writes for.

Call-To-Action For Maximum Conversion- Replug

How to Create a perfect Call-To-Action For Maximum Conversion

Did you know that the use of effective call to actions on your websites can multiply the rate of conversions for you?

Hard to believe?

Let me tell you how different companies improved their conversion statistics by simply improving their call to actions.

Some User Stories for you

Friendbuy, a company that promotes referral marketing for growth marketers, was able to increase the click-through rate of their improved CTA by 211%.

Now, that’s a huge figure.

Another striking example was set by Jason Fried, the co-founder of a software company 37Signals. His team tried different CTA variations in the quest of optimizing conversions for Highrise. And finally, they got lucky.

They observed a boost in sign-ups on the website by 200% by changing just the text of a CTA button.

You must be drooling over these figures by now and want the same for your website.

You are fortunate to stumble upon this blog. Because in this, you will walk through a journey of creating the most appealing CTAs and how to utilize them in unmasking the potential of your business.

Let’s start by understanding the nature of a call to action.

What is a Call-to-Action?

A webpage has a pool of content that has to be explored by the readers. If a motive is created for the readers, they’re more likely to stay on the page. A call to action could be used to retain the visitors on the web page. Basically, the call to action serves the purpose of answering the question, “Where do I click?”, to the users.

A call to action could be a button or a text that incites the user to click on it. It could be anywhere on your website or across other channels as well. Once a call to action is clicked, the user is redirected to your intended page.

A call to action plays a vital role in lead generation and customer conversion. Because it makes it easy for the user to browse through your website.

Your website might have won the best website award or could be a slick content source, but if your audience fails to understand the workflow, your efforts could go futile. That is why you need to cite your websites with a helpful call to actions; to help users progress through your website easily.

 

A perfect Design for your perfect CTA

The design is the first thing that you need to take care of. Because it’s the first thing the viewer is going to see. Using the right color palette and the right words can sweep your audience off their feet.

An attractive website with attractive and organized CTAs can get you the desired conversion rate.

Let’s see how you can play with the design scheme of your CTA.

Psychology of colors

We all experience and perceive colors differently. The vibe we get from different colors strums the strings of our brain and settles in the subconscious part of our mind.

Researchers found in a study, Impact of color on marketing, that 90% of the immediate judgment about a product is greatly affected by its color.

An item that stands out attracts more eyeballs towards itself. The importance of color could be magnified by this example below.

CTA color diff- replug

An ordinary alteration like a change in button color can boost conversions.
The boost in conversion was noticed by doing a very ordinary alteration; change in button color.

The red colored ‘Get Started Now’ CTA boosted conversions by 21%. Keeping this example in mind, imagine what you can achieve by changing just the color of a button.

There you go, a very simple yet a revolutionary tip can turn the tables for you.

Nevertheless, the idea is not to use blazing colors in your CTAs but the idea is to make the CTA stand out from the background.

In this example, the page is constructed on a green palette. A green colored CTA simply blends in with the background and doesn’t pinch the viewer that much. Whereas, the contrast of the bright colored CTA button adds to its captivation.

Shopify

Let’s see how Shopify grabs your attention with their CTAs. The current call to action they use on their website looks like this:

But before this, during the past few years, they had been constantly trying to improve the look of their CTA. In 2013, they advertised these versions of CTA ads.

The predominant version of their CTA till 2016 was

You can also get the maximum lead by playing with your CTAs and improving their outlook.

Smart wordplay

Overlooking your website’s call to actions is synonymous to wasting hours of effort spent into creating one. Be it the colors or the text of your CTA, it should be well thought out.

Don’t use mainstream CTA words such as ‘Buy Now’, ‘Download’ or ‘Click This’. Such boring words could destroy your conversions. Use the words that go best with the idea of your product.

Because you don’t want your users to think that you are a brain fed robot prone to go with worn convention.

Choose the words wisely!

Let’s take an example of this case study, changing one word in the call-to-action of B2B website generated a 38.26% lift in conversions.

Value by relevancy

Here the weighted value of the two words ‘Order‘ and ‘Get‘ can be measured.

Apparently, both these words are used to nudge the user to click on the CTA to buy your product. But take a look at the psychological effect these words make.

The word Order indicates what the user has to do- no anticipation for the end result is built for the user.
Conversely, the word Get emphasizes on the end result- what the user is going to get if they click on the button.

And just like the colors of your CTA, your text has to be discrete too.

There is a fine line between being unique and being extra. At the verge of being unique, don’t lose your originality.

The secret is to resonate with your product. Let’s take an example of WordPress and how they’ve shaped their CTA.

“Create a website that works for you.”
You can observe that the text of the CTA goes seamlessly with the story of the website.

So, spend some time associating your CTA with your business story.

What is a business story?; you must ask.

Let me spell it out to you.

The power of storytelling

Have you ever heard about neural coupling?

It is a phenomenon which illuminates the storyteller’s and the listener’s brain in the same areas.

You must have witnessed an unwitting attention when you start listening to a story.

A story is the compilation of events in such a manner that it reverberates maximally with our neural cells. In easier words, we ought to remember information in the form of a story much easier than plain facts.

When you are righting the text in your CTAs, the wording needs to compliment the rhythm of the story. Let the readers feel the emotions and make them empathize with your concepts.

Tommy Walker states in a blog that the purpose of the CTA is to build anticipation. The effective CTA is not created by smart wordplay, it is an insurance to the reader that your story gets better when they sign up.

Let’s take a look at the example of Movement Mortgage

Storytelling-CTA Replug

Their concise CTA “Your Mortgage. At your fingertips” is appealing enough for the user to click on the “Try it now” button.

The information they’ve provided on their landing page is neither insufficient nor overwhelming.

Value and Relevance

Even a single word can have a huge impact on conversions. A change of a single word might not hold significance for you but it can majorly affect the decision-making process of the onlooker.

Create a sense of Urgency

Fear and love are those two powerful forces that drive mountains. Love is difficult to understand, so let’s use fear in our marketing strategies.

To sell your deal, sometimes you have to use alarming words in your call to actions. Use the words that create urgency and enchant the viewer to click on it.

If you succeed in making your users believe that if they don’t click on the CTA, they’ll miss out on the hot deals. The fear of missing out will push the users to check out the deal before the time runs out.

Urgency in Text

 

Less is more

Keep things simple and unambiguous.

Simplicity brings out elegance and elegance is attractive.

If you can explain something while keeping it simple, why go down the hard path?

Simplicity could be used to sprout curiosity in the viewer’s mind which elicits them to explore more of your offerings.

Unamo, a tool for marketers, sets a live illustration of simplicity.

Less is More- Replug

You can see it in the screenshot that the words used on their landing page are quantifiable and ignite questions in the reader’s mind. And, to unveil the details, the users are invited to learn more via a call to action.

Be direct

If you own a renowned brand, you don’t need to splash unnecessary information on your website. People already know you and your specialties. So be direct, swab away all the explanation and directly introduce your user to your offer.

Square, a credit card processing tool, aces the use of CTA by direct targeting. Check out their landing page in the screenshot below.

Be direct CTA-Replug

On their website, they have taken advantage of the fact that people are already acquainted with them. Look at how sleekly they have made the use of CTAs.

People know their business and visit the website to sign up. And there it is, right in front of their eyes, they don’t have to search for it. The effective targeting and agile placement bring in the exact audience that Square hopes to convert.

Contextual Placement

Using a CTA on your website is essential but its placement is the tricky part.

A well-placed CTA is likely to gain more leads than a misplaced CTA which is not backed up by a powerful story.

Don’t we all crave harmony in our lives?

Just like that, you as a marketer should harmonize all your call to actions on your website. Create a story on your website and make the end user a part of your selling story.

A logical story will create a momentum in the user’s brain to figure out your product’s value.

To make sense to the user, everything has to be in context.

Let’s say you have a website and your motto is to promote your product. After highlighting one of your key features, invite the user to try out that feature via a CTA right below the description. This will encourage the user to click on the CTA to substantialize the concept they’ve just learned.

Make the user’s visit worthwhile so that they appreciate the sweet symphony your service provides them.

The relevance of your content with your CTA matters equally as the quality of both, if not more.

If you don’t place your CTAs in the right context, the users will be confused about their next move. Thus, they will get intimidated and bounce off of your website.

Check out how smartly Lynda’s CTAs integrate with the offers they sell.

Contextual placement- Replug

The CTA is placed right above the offered courses, directing the users to start a free trial right away. The point to notice here is that, had the CTA been present elsewhere, it would have been cumbersome for the seeker to find the CTA to move forward.

Another perspective explains that for complex websites, it’s better for the CTA to reside below the fold. ContentVerve reinforces this statement by providing us with some facts and figures.

So, according to their study, CTAs placed at the bottom of complex products and service websites gained 304% more conversion than if the same CTA were placed at the top.

This theory is not a game changer though, as the concept is to stay consistent. If you have a product that needs plenty of description for the viewer to digest, then don’t risk on skipping the important message.

Remember that the expanse of your CTA is wider than just pixels and colors, it’s about creating the psychical chemistry with the onlooker.

Call to action Replug

Customer Feedback

At this point, you pretty much are on the expert ladder to incentivize your CTAs.

The next thing to take care of; is the customer feedback. Your website should be understandable by a wider audience and should elucidate their cognitive curiosities.

Even if you have created a classic CTA for your website that withstands all the rules, you still have to rely on the end user. Because an impartial user attains an unbiased experience of your website.

Value the feedback of your customers. Make sure that your users understand the workflow of your website properly. Revise and upgrade your design to an extent that your website becomes a piece of cake for the coming traffic.

CTAs in a Blog

A Call-To-Action may defer in its guise, but the essence remains the same; i.e to lead the visitor towards their next step.

Above are some of the examples of CTAs being used in the home website to guide the visitor towards their next move.

CTAs could also be used for brand marketing as well. The use of such CTAs could easily be staged in a blog.

For example, if you’re explaining a new feature in your blog or creating a relevancy with your product, you could escort the user towards the landing page of your home website via a powerful CTA. This could be done on different channels.

CTA in a blog- Replug

Voila!
You can generate leads even when the audience is not present at your website. But how do you do it?

Replug has the answer to this question.

Branded CTAs by Replug

Replug has commercialized the concept of a call to action. You can create branded CTAs for your website that could be broadcasted anywhere across the web to the relevant audience.

Replug CTA

With Replug’s branded CTAs, you can target the relevant audience anywhere across the web and drive them toward your website. Which means an exponential escalation in your leads resulting in uprearing conversions.

You can customize your CTA by choosing the CTA type from the option pool and bolster your marketing campaigns.

Replug CTA creation

Replug provides a complete canvas for you to draw a catchy call to action from scratch. The intuitive design of the website lets you smoothly progress through the whole process.

Try Replug for free and envisage your business venture by creating the powerful call to actions for your business.

Conclusion

Discard the conventional rulings and design intuitive, more compelling CTAs for your audience.

Get them hooked with your products and services by resonating with their cognitive needs. Make your CTAs stand out by choosing smart color schemes for your CTAs. Create a story for your customers to make their exploration on your website purposeful.

The placement of the CTA is as important as its design. Carefully contextualize your CTA’s placement and make the journey of your users a seamless one.

Create benefit-oriented CTAs for your websites and multiply your conversion rate and lead generation.

A well-placed and well-designed call to action is not to be undervalued as it can stretch your business capacity to many folds.

 

 

About the Author

Fatima, a technical writer and a working professional, incorporates with businesses related to software development and training management, her blogs facilitate people to attain a complete picture of the platform she writes for.