Tag Archives: A/B testing

How to Use a Entrepreneur-Specific CRM to Focus on Web Design

Small businesses are different from larger ones. It’s not just a matter of scale. Larger businesses have to focus on juggling an expanding internal infrastructure, quality control for a variety of legacy products, and international offices. But small businesses need to focus almost exclusively on marketing.

While cash flow issues and providing services without losing money are definitely problems unique to small businesses, the largest struggle is marketing. You have to build your SEO from nothing. You’re not expanding, you’re starting from scratch. That means you need a CRM that’s built for a new business, not something you can slowly customize and modify into a rough system. Here are two features you need:

A focus on A/B testing.

The only way to succeed in digital marketing is to act deliberately. That means testing different strategies, experimenting with different campaigns, and finding what methods of communication resonate with your audience. A/B testing is a strategy that lets you compare changes to unique factors to decide what works best for your business.

For example, you might test whether a landing page works better with a live video or an explanation. You might experiment with different font colors. Even the order of customer reviews on your landing pages could alter customer behavior. But each change might only result in a small percentage of changed behavior. That doesn’t mean it isn’t worth testing. It means you need a portal that can keep track of the changes and the results for you.

Integrating your A/B testing with your CRM lets you track the customers that came through different iterations of your landing pages. Not only can you see which one results in more conversions, you can see if different test pages result in different types of clients, or if page A has more conversions but page B’s conversions are more profitable. Every bit of data you can get on your customer’s behaviors should inform your business model.

Better website optimization.

A/B testing is a very deliberate way of getting information. You create two (or more) copies of a page that are identical except for a single detail, and you get the results to support your final design choice. But that’s not the only way to decide how to revise your website.

Website optimization, in general, is all about finding friction points on your business site. There are tools that can find what page a significant amount of traffic leaves from. If everyone who goes to a certain page exits your website, that’s a clear indication that that page either doesn’t work or has an element consumers don’t like.

There are also tools to see where visitors spend most of their time. If most customers take a certain path to the checkout page, you need to make that path easier on both desktop and mobile devices. If most readers get three-quarters of a way down long-articles, that’s where you need to put a call to action.

While there are plenty of portals that show these results, those numbers aren’t driving action. But a CRM propels your employers into action by changing results into tasks and reports into a workflow. Even self-starting employees work better if their workflow shows them a which element needs to be changed and then directs them to make a change. Having employees glance through a separate analytics tool, decide on a task, and open a project on their workflow has a lot of switching costs that delays or hinders work.

CRMs should always give your employees direction and resources so that their day is as productive and organized as possible. Make sure your CRM is focused on the goals that are most important to your business by going to MaaS Pros here.

Create a Positive First Impression with Landing Page Optimization

Your handshake instantly causes a person you meet for the first time to form an impression of you. Interestingly, the quality of your landing page optimization does the same for the online visitor to your website. What does your landing page say about your business? What is the first impression?

 

What is the Point of a Landing Page in the First Place?

A landing page should offer exactly what it promised in a clear and easy to understand way. A marketing campaign that is geared towards a specific product or service should have a landing page that provides the information on that topic first and foremost. People want instant results, and if you’re landing page does not offer that, well expect for not only your potential customers to be let down, but for your conversion rates to be down as well.

In marketing terms, a landing page is the workhorse that converts a random visitor into a lead. As a result, it is instrumental in affecting your profits. No matter how great your website looks, if your landing page does little more than allow your bounce rate to skyrocket, most consumers will not even see all the work that went into the site.

How can a Page do all That?

There is a lot more that goes into optimizing your landing page than you might imagine. For starters, you need to know where your visitors are coming from and what they are searching for. Next, you give them what they want. Sounds easy, right? In fact, there is plenty of A/B testing, weighing of analytics data, modifications and additional tweaks. Do your customers want to see you as an authority in the field or as the rebel among similar businesses? The trick here is to know what your audience is looking for and then anticipate what they need next.

Anatomy of a Successful Page

The ideal landing page is clutter-free and user-friendly. It tells the visitor what to do next. This is commonly referred to as a call to action. This simple communication is a vital part of the consumer’s experience and determines your company’s success. Do you want newsletter sign-ups, e-book downloads or direct orders? Tell the customer! Even the visual setup of the call-to-action button requires plenty of thought.

Landing pages can be an effective marketing tool if they are used correctly. They should offer a quick, clean and clear answer to the users search. If you include too many items on the page that can cause a distraction, then potential customers will never find what they were looking for and simply move on. A good page leaves a good impression on the potential customers and makes them want to learn more about your offer. Make them feel as though they are important by telling them what they will gain or benefit from your product or service, not how great you are.

When you are ready to explore enhanced landing page optimization, contact us today to find out more.