Want To Optimize Your Conversion? Then Break It Down Into These Steps [Infographic]

Quick question: How effective is your website conversion?

Maybe it’s not as high as you want it to be. Or maybe you’re scratching your head, unsure.

All you know is, people are browsing through your site and reading your posts, but for some reason, they aren’t signing up. Your email list remains stagnant.

Or, people are signing up, but your emails are left unopened.

When you look at your conversions, you might notice concerning trends such as these:

  • People are going through the landing page but aren’t signing up
  • Emails are opened but aren’t acted upon
  • Prospects get to the checkout page, but abandonment is high

If any of these sound familiar, don’t panic.

It can be easy to get frustrated when nothing seems to work. But before you revamp your site or toss the whole thing into the fire, let’s break down the conversion process.

The conversion funnel, from the initial advertisement to the final product checkout, is a series of steps. Each step leads visitors to go to the next step. So if one step is missing or ineffective, it weakens the entire funnel. Your mission, then, is to find the one element in the funnel that isn’t performing properly and fix it up.

Check out the infographic below to see the conversion process from start to finish. Is each step performing its role properly on your site?

Conversion funnel

Each part of the funnel plays its role in sending visitors to the next step. This means that you need to make sure two things happen:

#1 Your copy at each point must be compelling enough to motivate visitors to head to the next step.

A good way to judge the strength of your copy is to look at bounce rates on each page. If you see that bounce rates are high on the landing page, it may be an indicator that your headline is not compelling enough. People are clicking through, but as soon as they read the headline, they bounce.

On the other hand, if people are reading a page but not performing the CTA, such as clicking the link to a product page, you may need to change how your offer is presented.

Another aspect of compelling copy is that you make it crystal clear to readers what you want them to do. Want readers to sign up for your list? Put out a sign-up form and ask. Launching a new product? Tell readers openly and make it easy for them to check out your product.

#2 Each component should flow seamlessly within the funnel as a whole.

Even though each element has its role to play, they all act within the confines of the funnel. If there’s a high bounce rate on the landing page from the ad, you might not be promising what visitors expected to see. Some tweaking may be needed in this case.

For example, my blog focuses largely on productivity and good work habits. Since I’m writing about lead conversion here, finding a way to tie the two concepts together would help readers see the connection. One way to do this is by discussing the importance of focusing on your time effectively to get the largest conversion wins.

Or, let’s say you place an ad offering to teach visitors how to make their first $1,000 as an entrepreneur. They click through, wanting to know more. Then, your headline promises to build a fully optimized website. How are the two related?

If you were a visitor going through the process, you’ll probably feel confused (maybe even duped) and as a result, click away. The gap between the two steps needs to be bridged by either an adjustment in wording or the offer provided.

What should you do?

Look through your funnel to see whether or not people are moving to the next step. If not, this is a good opportunity to test out variations in places that aren’t performing their job.

The next time your conversion rates aren’t what you want them to be, go through each step and see which component is the weakest.


headshot_squareDownload the free guide that shows you how to develop a framework to setting and successfully achieving your business goals, you can download the guide here. Melissa Chu helps entrepreneurs and business owners get productive and develop good work habits at Jumpstartyourdreamlife.com.

How Can Social Media and Content Marketing Automation Boost Your Outreach Effort?

photo credit: flickr

photo credit: flickr

Opinions on social media automation swing both ways – some would tell you it’s good to use, others would tell you it’s a mistake you’d better avoid. However, if you’ve had any experience managing a few social media pages, you know just how demanding the job can be. With posts, notifications, comments, likes, retweets, mentions and so many other things to track, it’s not surprising if social media managers wish there were more hours in a day.

Automation makes social media management less overwhelming. It also helps increase the effectiveness of your outreach efforts – here’s how:

Find share-worthy posts with content discovery tools

One of the most challenging aspects of a social media manager’s job is discovering content that will strike a chord with the audience. Automating content discovery with tools like DrumUp and Feedly helps you avoid the hassle of having to manually search for relevant content each time you need to share a post. DrumUp helps you find fresh, trending content, which increases your chances of being among the first ones that discover a post with viral potential. And Feedly lets you subscribe to content from specific websites or blogs that are related to your industry.

Increase your posting frequency

Social media users receive dozens of notifications every day, and it’s rather easy for your posts to get buried under them. The only way you can maintain visibility or increase exposure is by posting more often. Although the ideal posting frequency would vary based on the industry you operate in, it’s always good to take a mixed-bag-approach to your social media activities. For instance, on Twitter, ensure that you strike a balance between, tweeting, retweeting, and replying. You could use tools like TweetStats to keep an eye on how frequently you’re doing each one of them. You can also use tools to schedule your posts in advance so you won’t have to log in manually each time you want to share one.

Achieve consistency

Creating multiple social media accounts is easy; maintaining a steady presence on them is not. Several business pages fizzle out within months of having been set up since they are unable to achieve consistency. Social media automation lets you plan and schedule content ahead of time, ensuring that your social accounts remain active even when you are away.

Do more in less time

As the old adage goes, ‘Time is money‘, and more so in the case of businesses. Every minute you waste on a task that could have been automated translates into a loss of productivity for your business. Social media automation tools help you save precious minutes that you can instead invest in your core business activities. Most social media automation tools act as a centralized dashboard for all your social media marketing efforts. This saves you the trouble of having to log into each social media account individually.

Measure results

Using social media analytics tools will give you a good sense of how your posts are performing. Consequently, you can modify your content strategy to better align it with the goals of your social media marketing efforts. In using analytics, you must choose the metrics you track based the objectives you seek to achieve. For instance, if your goal is merely to increase visibility and establish credibility among your target audience, tracking metrics such as views and likes would suffice. However, if you’re looking for increased sales you should track the Click-through-rate (CTR) more closely.

Undoubtedly, automation can help your social media marketing efforts have a greater impact on your target audience. From discovering great content to improving engagement, automation helps you streamline your outreach activities and is a boon to every social media marketer. What tools do you have in your arsenal?

JessicaJessica has a keen interest in social media and content marketing and writes extensively about it. She represents Godot Media, a leading content marketing firm that also offers SEO writing services.