How to Improve Your Conversion Rate

 

So you have great content and your getting visitors to your website or blog post from SEO or social media but you’re just not getting the actions you want – whether that be sales, enquiries, phone calls or e-mail sign ups. Your problem is one of conversion or as we say in the business – CRO or Conversion Rate Optimisation.

 

CRO can be a very complicated topic but I just want to look into some key points here, starting with split testing. Anyone familiar with paid advertising, particularly Google Adwords will know all about split testing and how important it is. Now in Adwords the split testing is done on the adverts themselves, or more accurately the copy in the adverts. But you can also split test your landing pages (the pages you send the traffic to from the ads). In the same way there is software that allows you to split test pages on your website to test certain elements, such as colour schemes, call to actions (CTA’s) and button placements.

 

You can send traffic to different versions of your page and see the response rates to the traffic. Over time (and this will depend on how much traffic your website gets) you can make an informed decision on what colours, CTA’s and design work best for your audience, instead of guessing. While there is a lot to be said for reverse engineering your competition and also using your gut instinct, nothing actually beats testing what causes your visitors to respond best in actual real time. This of course may change over time but generally any patterns you find will hold over time and through an evolutionary process you should see the results from your website, whatever that may be, improve dramatically over time.

 

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Start Building Your E-Mail List Today

 

 

All business owners will hear that they need to have an email list that they can market to. However, many of these business owners don’t know the reasons why they need to have a list. There are a number of reasons that people should know about.

 

 

An Email List Is A Business Asset

 

 

Your email list is an asset that you own and that cannot be taken away from you. If you change your website address or your Facebook page, you can still contact your potential customers via email. This ensures that you do not lose any of the momentum that you have built up or the connection with the people that you have on your list.

 

 

Increased Sales

 

 

One of the primary reasons why you need to have an email list is the increased reach of your sales. Research has shown that a consumer will generally need to be exposed to a marketing message 7 times before they consider buying. Email marketing is a great way to get your product out to your potential customers and increase the number of times they have been exposed to it.

 

Multi Channel Marketing

 

Carrying on with the seven touched analogy, email marketing can fit into a multi channel marketing approach including direct mail, cold calling and even local radio without adding to the budget. The emails just add to the other marketing messages to re-inforce the message and increase the overall exposure with minimum extra budget.

 

 

You Can Easily Keep In Touch

 

 

If you have any big announcements that you feel potential customers need to know then an email list is essential. Putting the announcement on your website and social media platforms is important, but sending it to your email subscribers will ensure that they actually see it. More people are likely to see your email than to see it on your website unless they constantly check your website regularly.

 

 

There are a number of other reasons why you need to build an email list to market to. However, the fact that you own your list and that you can increase your sales should be reason enough to create an opt-in box on your website.

 

 

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Why You Need to Use Instagram

Social media has continued to be a great marketing tool for business. There are many businesses out there that have been able to increase their sales and grow all thanks to social media. There are different social media platforms out there, each having its pros and cons. There are some that are popular for marketers, while other are seen as not providing enough value for marketers. One social network that has seen an increased interest from marketers is Instagram. Instagram gives the marketers a chance to engage through visual content. Why should a business use Instagram?
Users spend more time on Instagram than any other network besides Facebook

This gives business a chance to engage with their prospective customers easily and convert them to customers. Instagram offers a huge opportunity for a business looking for a way you dominate in a more niche network.
It is still early enough to establish a presence and dominate your niche

Getting noticed on Facebook can be an uphill task for small businesses. This is due to the fact many businesses are using this platform. There are fewer businesses using Instagram, providing you with an opportunity to build your audience.

Augmenting your brand with visual content

Visual content gives you the chance to decide how you want to showcase your brand. You have a wide range of filters that will help you give a different feel or look to your images, which can help in conveying your desired mood and message.
Instagram doesn’t have a filtered feed

Unlike Facebook where you get to see a small portion of your audience, Instagram will show up the feeds of every single one of your followers. This is an assurance that your valuable content will be seen, as long as you are posting regularly.
Instagram is ideal for sharing

Instagram has been designed for use on mobile devices. This means it is easy and quick to share images irrespective of when or where you are posting from. This gives you a chance to share shots that can elicit significant engagement.

High conversion rates

While direct sales are usually not the primary benefit of using social media, there is no doubt that having a high conversion rate is a bonus. Instagram has higher conversion rates when compared to other popular social networking sites.

Instagram continues to grow, and businesses should be able to leverage the power of Instagram.

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The Latest Google Algorithm Update

 

 

Google released a statement on September 23rd 2016 announcing the release of its Penguin 4.0 update which would now run in real time. Here is the statement that Google issued:

 

 

“Penguin is now real-time. Historically, the list of sites affected by Penguin was periodically refreshed at the same time. (…)  With this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page. It also means we’re not going to comment on future refreshes.”

 

 

Read the full blog post here.

 

 

The Penguin updates have generally gone after unnatural backlinks and over optimisation of anchor text ratios in the past. The first main Penguin update occured in 2012 and many sites got penalised. The interesting thing about this latest edition is that along with it running in real time (no more waits for the algorithm to refresh) it is also been done on a page to page level, so it may be even harder to recognise if it only affects one or two pages on your website.

 

 

 

 

Several experts in the SEO industry believe this  rolling algorithm update to be a good thing and predict it will improve the quality of search results by reducing the amount of spam techniques used by “black hat” SEO practitioners. The roll out is far from complete so it is impossible to draw any conclusions as of yet.

 

 

In my opinion, this latest algorithm update now means we need to be even more aware and proactive with monitoring a websites backlink profile. Whether you’ve done poor SEO on your own site (way too many exact match anchor texts!) or have been the victim of a negative SEO campaign, you need to audit your link profile on a more regular basis and get those links removed or disavow them through Google Search Console.

 

 

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How AMP Will Help You

 

 

AMP stands for Accelerated Mobile Pages. AMP is a project brought out by Google and Twitter to produce very light weight HTML pages that load incredibly fast on mobile devices.

 

 

As I’m sure everyone is aware more and more people are accessing the internet from a mobile device – whether it be a tablet or a smart phone. Around 60% of web searches are performed on a mobile device in 2016. On these devices normal HTML pages can load very slowly and this can lead to lost web visitors (people expect information pretty much instantly!) so in order to combat that AMP pages with their stripped down code will load very fast.

 

 

 

 

Webmasters can add the AMP pages to their sites so they can be accessed via the website and Google aims to store cached versions of these AMP pages on it’s servers around the globe allowing instant uploading of these pages on request.

 

AMP is mainly on news sites but is expected to roll out across all websites in the near future. Companies like WordPress.com and Twitter along with news sites like The Guardian and CNN have been at the forefront of the AMP revolution but AMP pages are expected to be more and more prevalent as time goes by.

 

To find out more about AMP visit this website:

https://www.ampproject.org

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Powerful Ways to Use E-mail Marketing

 

 

Nowadays, marketers are required to do less work in order to reach their potential customers. They can connect with their audience in a highly personalized way without having to leave the boundaries of their budget. While most marketing trends will come and go, e-mail marketing will always remain.

 
One of the reasons why e-mail is so popular is the fact that it has a very large reach. While social media platforms may boast of over a billion users, they cannot surpass the amount of people that e-mail is able to reach. E-mail is the currency of the World Wide Web and everybody who is active online has an email address.

 
Another major benefit of email is the fact that e-mail delivers the message. The majority of emails you send will reach their recipient. On the other hand, it is less likely that a person will view your post on Facebook. This alone shows that if you use e-mails accordingly, you are likely to reach a larger audience when compared to when you use social media.

 
You can send single e-mails, an e-mail series as part of an autoresponder or even a monthly newsletter. All of these ways are effective at communicating with your customers for a very low cost (often free). You can also import e-mail lists into platforms like Facebook and advertise to “custom audiences” of the e-mails that Facebook matches to its users – this is incredibly powerful!

 

The key to making e-mail marketing work is to get your message opened so you need a compelling subjest line that creates curiosity and makes the recipient want to open it. The other key is consistency. Whether it be an e-mail newsletter or an e-mail series they have to be consistent as people are very unlikely to buy from you off of a single e-mail. But if they receive regular communications from you that add value and allow them to get to know, like and trust you they will be far more likely to purchase from you in the future.

 

When used properly e-mail marketing is still a powerful platform and used with social media and even direct mail it can help you grow your revenues and therefore your business.

 

 

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What is IFTTT?

IFTTT stands for If This Then That and it a revolutionary piece of online software that allows you to automate many things. It is a free web based service that has a wide range of uses. It is both a website and mobile app – it can automate everything from your computer and smart device that has app-enabled features. For example, you can control your thermostat through IFTTT so that when it reaches a certain temperature you receive an e-mail!

Here at Atlantis we use it mainly as a marketing tool, helping us to post to our social media sites. Because IFTTT connects with blogging platforms like Weebly and WordPress along with social media sites like Facebook, Twitter and LinkedIn we can set IFTTT to syndicate our blog posts to be automatically shared on all of our social properties.

When we publish a post on our blog it is automatically shared to over 17 other properties which we don’t have to touch and all of this only needed to be set up once – talk about efficiency!

To do this for yourself, simply set up an account with IFTTT (it’s FREE) and log into their platform. You’ll then need to verify all of your social properties inside of IFTTT to allow access to each one. After this you set up a series of recipes, which are basically simple instructions for the software where the trigger is the initial action. To use this for blogging you simply use your blog’s RSS feed as the trigger and tell the software to respond on each of the accounts you include. You’ll need to set up a recipe for each platform all triggered by the RSS feed.

This process will take you a few minutes set up but then runs on auto-pilot from then on. You may need to come in from time to time to update or delete a recipe if it is no longer compatible.

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