Canadian Retailer - Spring 2015 - 42

retail quick tips

DiD you know that you can
increase marketing conversion
by optimizing your web pages?
BROUGHT TO YOU BY RETAIL COUNCIL OF CANADA AND BOOSTSUITE
retailers are constantly trying to strengthen marketing efforts to reach more customers. With the advent

and proliferation of digital marketing capabilities, the possibilities are seemingly endless, and the expectation
of conversion that much greater. Whether your goal in getting visitors to your website is to get them to buy your
product, sign up for your newsletter, register for a webinar, download a whitepaper, or fill out a lead/contact form,
the tactics are the same. Here are four key ways to start converting existing visitors into customers right now.
1. check your page title tags and
Meta descriptions

Every page of your website should contain a
keyword rich title tag and a meta description.
These items are often the first impression
your potential visitors get of your company
in the organic search results. This means
it's important to use words in these fields to
make them click through. To optimize your
own, focus on these three things: 1) Make
each title tag and meta description unique.
2) Keep them short. Your title tags are truly
the place to keep it short and concise. A good
rule of thumb is about 70 characters or less;
and, 3) Remember your visitors. Now you
need to appeal to a real person and get them
to click through to your page.

3. use calls-to-action

Calls-to-action (CTA) are phrases commonly
found in links, buttons and headlines that are
used to provoke an action from your website
visitors. If you want your website visitor to do
something, then use calls-to-action on your
site. To do this, think about what you are trying to get your visitor to do and what might
be enticing to them. Once you have some
ideas, replace your worn-out calls-to-action
with your new ones. This will push your
visitors further down the conversion funnel.

2. write and test your headlines

Headlines are the next part of the journey in
conversion. They're what your visitors first read
once they land on your pages. You only have
a few seconds to pique their interest, so make
sure you spend some time thinking about what
you're going to say. Consider the 50/50 rule of
headlines: you should spend half of the entire
time it takes to write a piece of persuasive content on the headline.
Think about what you're trying to tell your
readers. What do they want to hear about? What's
trending in your industry right now? How can
you lure them in to read the rest of your content
and get them to perform your desired action? The
key is providing the reader with a reward for reading your body copy. Don't just sell, sell, sell. You're
talking to people, not machines.
4. iMpleMent easy-to-suBMit ForMs

Now that you've sold your visitor and they're
ready to take action (convert) they need to
submit a form on your website. Make sure you
give them that opportunity! If you don't, you're
just throwing potential leads away. To optimize
your forms for conversions, make sure that you:
1) only add a field if you absolutely, positively
need that information. This is where you can
start to differentiate; 2) get your form at the top
of the page; and 3) are clear about why you are
collecting an email address.

For more information about BoostSuite and the services it offers, visit www.boostsuite.com.

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canadian retailer | SprinG 2015

http://www.boostsuite.com

Canadian Retailer - Spring 2015

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