Landing Page Optimization: Fixing the Conversion Barrier

If you’re getting a lot of traffic to your landing page, but not enough people are converting, it’s time to take a closer look. Chances are, there’s something wrong with your landing page that’s preventing people from converting. Maybe the content isn’t interesting or relevant, or the design is confusing or unattractive. Whatever the problem is, you need to fix it immediately if you want to start seeing results.

If your landing page doesn’t make it immediately clear what you’re offering, people are going to bounce. Your value proposition should be front and center on your landing page, so visitors know exactly what they’re getting if they convert. To fix this problem, make sure your value proposition is clear, concise, and relevant to your target audience.

B2B Marketing News: Collaboration’s Rising Importance In Marketing, LinkedIn’s New Remote Work Data, & TikTok Expands Social Publishing Tools

LinkedIn Shares New Insights into the Rise of Remote Job Postings [Infographic]
Microsoft-owned LinkedIn has released new remote job posting data showing that the technology, information, and media industry tops the list of sectors with the largest share of remote jobs, emcompassing a 41.2 percent share of all remote jobs, according to recently-released workforce report findings. Social Media Today

Report: Diverse Ads Can Contribute More To Market Share Growth For Brands
Advertisements that featured a diverse array of people combined with memorable storytelling elements performed better than the average ad in the U.S., and helped brands achieve stronger bottom line results — two of several findings of interest to B2B marketers contained in newly-released diversity in advertising survey data. MediaPost

Alignment is Key to Agile Marketing Strategies
A leading 63 percent of marketers have said that collaboration and alignment was a key piece of an agile marketing strategy within their organization, with some 54 percent having pointed to project management and communication tools, and 50 percent noting data as a key agile marketing component, according to newly-released survey data. MarketingCharts

https://www.toprankblog.com/2022/06/b2b-marketing-news-060322/

How to Know When You Need a Dedicated Paid Landing Page

Let’s break down how organic page performance can determine if you need custom landing pages to achieve your goals.

Step 1: Gather and analyze performance baselines from multiple data sources

The first task is to gather and analyze a lot of data — from multiple sources — that shows you exactly how well your organic page is performing. Ideally, you want to scrounge up analytics data, user behavior insights, and keyword rankings. Even if you wind up making a custom paid page, this effort still pays dividends by highlighting the strengths and weaknesses of your organic content.

Step 2: Map user behavior data to your KPIs

Now that you’ve collected and analyzed all of your data, it’s time to start looking for patterns and mapping the desired user behavior to the actual user behavior your data shows. If the two align, you’re in a great position to send paid traffic to your organic page and hopefully reap more conversions.

However, suppose there is a discrepancy between the desired and actual behaviors. In that case, you’ll need to map user behavior with specific stages of the customer journey and sales funnel, and then build a paid page that amplifies the desired behavior based on how you see users interacting with your organic page.

Step 3: Make your choice

Now that you understand how your users interact with your organic page and some of the restrictions and considerations that come when sending paid traffic to organic content, you can choose. Invest the time and resources into building a custom paid campaign, or modify your organic content to try and target two user groups in one fell swoop?

https://moz.com/blog/paid-landing-pages

Is There Ranking Power In Keyword Domains?

There is a belief that keyword domains are able to rank better faster than branded domains. But according to Google’s John Mueller, this is not the case.

There is a perceived advantage with obtaining keywords in links through the anchor text. This is something that’s been discussed for years. An argument can be made for and against.

Unfortunately, John Mueller’s statement didn’t address this perceived advantage.

Here’s what John Mueller confirmed:

“…it takes time like any other new website… Obviously there are lots of websites out there that do rank for the keywords in their domain name. But they worked on this maybe for years and years…”

There is so much that goes into ranking, like content, user intent for that content as well as links. All of that likely takes significant precedence toward something like keywords in the domain.

While John Mueller didn’t specifically say keywords in the domain name are not a ranking signal, he did affirm that there is no dramatic benefit from having the keywords in the domain name. And that’s an important insight.

https://www.searchenginejournal.com/ranking-power-keyword-domains/451897/

5 Steps You Can Take Now To Make Future Content Updates Easier

1. Tag dated content

Timely references in content often offer good context – until they’re no longer timely. Then, they become a negative, indicating to your audience that the piece is outdated (even if all the other information is still valid) and your brand didn’t notice (or worse, didn’t care.)

When you write, record, or edit content that includes moment-in-time surveys, studies, etc., add an internal tag, such as “dated” or another trigger word. You could do this on your content planning calendar or your content management system. If you wanted to get even more granular, you could list the specific, timely mentions on your tracker so future reviewers can go directly to that line.

2. Use the actual year

This tip doesn’t require any additional work after the piece is published. Instead of saying “this year” or “last year,” specify the actual year. That way, audiences who consume the content in the future will know which year it refers to.

3. Craft smarter calls to action

The most powerful calls to action often have an “act-now” message designed to motivate people to take action right away. However, time-centered CTAs (i.e., for an upcoming event) or campaign-related CTAs (i.e., a new e-book release) usually expire long before the content does.

If your time-centered event repeats (every year, for example), craft a CTA that can work in any cycle.

When and how to analyze UX metrics to improve SEO

Before analyzing the data provided by Clarity (or any other UX measurement platform), remember to consider:

The timeframe of the data to be analyzed (days, weeks, months)
Potential seasonality
The influence of other marketing campaigns (offline and online)
The amount of data you’re analyzing (for statistical significance)

Depending on the daily average of total sessions on your website, it may take two weeks or 10+ weeks to gather enough data as a baseline for future analyses and testing. The more data, the better!

Using Microsoft Clarity as the example, start by watching session recordings with JavaScript errors and these abnormal user behaviors:

Dead clicks. These occur when a “User clicked or tapped on a page with no effect,” which could be users clicking on an unlinked element such as a button, in-text reference or navigation item.
Rage clicks. These occur when a “User clicked or tapped in the same small area,” which could be due to a slow website response from a link click or users highlighting text content seeking more information.
Excessive scrolling. This happens when a “User scrolled through a page more than expected,” which could be users unable to find the information they need within the content.
Quick backs. This happens when a “User navigated to a page then quickly returned to the previous one,” which could be considered a page bounce due to an accidental click or irrelevant content.

https://searchengineland.com/analyze-ux-metrics-improve-seo-385559

5 Reasons Why Your Landing Page Conversions Don’t Bump With Traffic Jumps

1. People visiting your website aren’t your target customers

Search engines

How can you check to see if that’s the problem? Find out the keywords for which your site’s pages are ranking. The keyword analysis will identify your top-ranking keywords. Do they match your content and business intentions?

This process is especially helpful for businesses that serve customers in their region. You need people from the location where you sell to visit your website. You don’t care about the same type of audience from other locations. In this case, you need the keywords relevant to your location.

Online ads

Keep your ads honest and straightforward. It’s OK to add some garnishes and sugary words if you want, but never cross the line and add details to mislead people.

2. Your content doesn’t hook visitors

You need that headline to be compelling, magnetic, and tempting enough for your audience to read further. People typically don’t read websites; they scan them.

3. The design doesn’t do justice to the content

Create two or more landing pages to test CTA positions, color schemes, etc., to see what converts the best.

https://contentmarketinginstitute.com/articles/landing-page-conversions

What is email marketing and how are platforms helping brands succeed?

Despite being so well-established, email marketing continues to attract more investment. Global spending on email software is expected to climb from $4.5 billion in 2020 to $14.9 billion in 2027, according to Global Industry Analysts’ predictions. That represents a compound annual growth rate of 13.7% over that period.

While any but the most nascent of businesses will likely have adopted some approach to email, given its centrality to business in general, adopting an enterprise solution offers many benefits. These may include:

Data unification across channels. Some email marketing platforms include full-fledged customer data platforms, but, even if they don’t, the customer databases associated with these systems can serve as a single source of truth across an organization. Such unification can provide businesses with a complete portrait of their customers, permitting them to leverage data for marketing, customer service and product development purposes. Platforms can also assist with compliance with CAN-SPAM and other privacy regulations.
A more unified technology stack overall. Most email marketing platforms offer extensive integrations with other business technologies, allowing companies to more easily work across silos.
Ability to identify more profitable audiences and segmentation strategies. The unified data trove gives marketers the opportunity to get to know their customers better, and also to identify lookalike audiences by connecting to additional data sources. Artificial intelligence and machine learning capabilities can surface useful insights that marketers may not know to look for.

https://martech.org/what-is-email-marketing-and-how-are-platforms-helping-brands-succeed/