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It’s always a little scary making changes to your website. You strategize, test, strategize, and test again, but how do you know that your changes are actually making a difference?
Not only that, but how do you know you're producing the type of content that will excite viewers and draw them in?
Yesterday, we ran a webinar with HubSpot’s Leadin in which we discussed Best Practices For Conversion Rate Optimization. Attendees were presented with tips and strategies to increase their conversion rates.
Matt Barby, head of growth and global SEO at HubSpot, gave viewers amazing tips to enhance their website and improve their conversion rate optimization.
The first step you need to take is to identify opportunities. Pro tip from Matt: don’t start the process by diving straight into data. This will waste time.
Become a little more focused and list out your business goals. Afterwards, you can focus on the web pages that will impact those goals and identify opportunities for improvement.
The second step is to prioritize your projects. When you map out your projects, list out those business goals, web pages, and problems that impact the completion of your goal. Matt mentioned using Trello to do this. Funny enough, the marketing team at SnapApp uses Trello to organize all of our projects. Staying organized will help you complete your goals and enhance your website.
Now, on to execution!
After you’ve identified your goals and prioritized their importance, you need to execute the changes that will help increase your conversion rates. Your user experience should be easy. Match the user intent to your content offer.
Matt started by showing viewers a before shot of How To Write A Press Release.
He pointed out that the user intent didn’t necessarily match the content offer. By looking at the page and the features download, they came up with ideas to enhance the site, make it more user friendly, and help increase their CRO.
You can see here the changes that were made and how they enhanced the page for better results. By matching the user intent (learning how to write a press release) with the content offer, they were able to increase their conversion rate by 240%.
Finally, document your work. Record the changes you make and what the results are. You’ll have the ability to scale your results and make changes to more than one web page.
When Matt and his team documented the changes they made to the press release page, they rolled the same change out over 80 different blog posts and saw an average conversion rate increase of 200%.
Change is tough, but when you get results like Matt and his team, it’s worth it! You can’t tell me you don’t want a 240% increase in your conversion rates.