How to Optimize Your Conversion Rate with HubSpot

Learn how HubSpot can help you optimize your website's conversion rate with text-based calls-to-action and retargeting campaigns. Get tips on using PIE framework and AdRoll integration.

How to Optimize Your Conversion Rate with HubSpot

The average conversion rate varies by year, country, and niche. For example, the average conversion rate for e-commerce sites in the food and beverage sector is 5.5%, while the average conversion rate for the hair care sector is 3.5%. The conversion rate is calculated by dividing the number of conversions by the number of visitors and multiplying that number by 100 to get a percentage. Setting a conversion goal isn't as easy as saying: This page converted 50 people this month, so we want to convert 100 people next month.

If your website has 10,000 visitors per month generating 100 leads and then 10 customers each month, the website visitor to lead conversion rate would be 1%. To generate 20 customers every month, you could try to attract 20,000 visitors to your website and hope that the quality of your traffic doesn't decrease. Alternatively, you could get more leads from your current traffic by optimizing your conversion rate.

This is where text-based calls to action come in handy. Hubspot ran a test with text-based calls to action, a separate line of text linked to a landing page, and styled H3 or H4 to see if they converted more traffic into leads than normal CTAs located at the bottom of a web page. In one case, at HubSpot added an inbound press release template offer to a blog post about press releases. As a result, they saw that post's conversions increased by 240%.

Take United's retargeting campaign as an example. Using information from previous advertising campaigns, United focused on reaching people who had seen their ads and were already considering booking a vacation. For this select audience, they promoted a 15-second video that ended in a call to action.

MECLABS has an excellent digital marketing course that teaches the principles of conversion rate psychology. This in-depth course, taught by Dr. Flint McGlaughlin, covers topics from headline writing to CTA creation. It's an advanced digital marketing course that is definitely worth taking.

To optimize conversions, use the PIE framework to answer the following questions for each strategy described: Performance, Impact, and Ease. Assign a score between one and 10 (one is the lowest and 10 is the highest) to each strategy. The results were significant, since variations B and D outperformed the control variables with 96% and 100% confidence, respectively.

Conversion rate optimization results in highly qualified leads, higher revenues, and lower acquisition costs. To drive more traffic from the qualified website to those posts, optimize the content of the search engine results page (SERP) or update it as needed to ensure it is up to date and relevant. Make your website work smarter with conversion rate optimization (CRO).

If your conversion rate is lower than you'd like or below average in your industry or lower than that of your main competitors or simply underperforms your own goals, then it's time to optimize it. A low conversion rate could be the result of a variety of factors related to website performance or design. For example, if you increase your conversion rate from 1% to 2%, you would double your leads and customers.

If you're a HubSpot customer, take a look at how the AdRoll integration can improve your conversion efforts. Now that you know where you can optimize conversions, you may be wondering how do you know when your company is ready to start the process.

Conversion rate optimization (CRO) is the process of improving your website to increase the number of leads you generate.

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