Properly measuring conversion rates, and to an extent making meaningful changes to your site based on those rates, is a challenge many businesses face. However, this is essential to achieve the best possible results - and marketing ROI - for your business.
Along with email click-through-rates, blog visits, subscriptions, and social media, landing page and CTA conversions/click-throughs are a must when it comes to analytics; in fact, they may even be the most important things to measure, as they directly reflect the stream of new leads you generate from your site.
Fortunately, HubSpot makes tracking landing pages and CTAs very simple, and helps marketers and business leaders alike make more informed, supported changes to their websites.
Tracking Landing Page Conversions
A landing page is the heart of your website and where you really want all of your visitors to get to. This is the magical place where a lead is generated from a visitor, so it’s imperative they’re optimized to their utmost potential.
Once your landing pages are optimized, you can see what verbiage and language your visitors respond to the most. Remember, people buy from people they feel a connection with, even if your business model is B2B.
Like email open rates, landing page conversion rates also vary depending on industry and how many people are viewing the landing page. The more people viewing your page, the more conversions you (should) receive. Here are some goal guidelines for conversion rates:
- A poor conversion rate is less than 2%
- A typical conversion rate is 2.35%
- An excellent conversion rate is above 5%
Pro Tips: amp up your landing page conversion rates with some of these quick pointers:
- Make sure your navigation is removed. The landing page is where you want your visitors to stay (you don’t want any distractions to filling out the form). Remove all navigation so you don’t risk them leaving the page.
- Make sure there are no miscellaneous links.
- Shorten your form fields. If it’s not absolutely required that they provide a piece of information, don’t force them to. Long forms scare people away and will ultimately hurt your conversion rates. First name, last name, company and email are usually a good rule enough pre-limenary information to ask for.
- Add testimonials to the page. This shows your value and eases any hesitations a visitor might have about filling out a form. Just make sure it’s not in a distracting place and that your form stays the main focus of the page!
Analyzing CTA Click-Through-Rates
Your goal of creating quality content is to get new visitors to convert into leads, right? Clicking on a call-to-action is how this process begins and the reason it’s so important to track click-through rates (CTR).
Here are some examples of why prospects aren’t converting on your website due to ineffective CTAs:
- Vague CTA wording
- Unclear value proposition
- CTA is too small for the page
- CTA blends into the page
- The CTA doesn't look clickable
- Your CTA isn't personalized for correct stages in the buyer's journey
Going through your site on a regular basis and updating your CTAs are best practices for maximizing lead generation. Now that we’ve covered why your CTAs might not be converting, let’s look at reasons they can.
These are the characteristics of a great, click-worthy CTA:
- It contains a compelling and descriptive value-proposition
- It’s written in first-person
- It has a big and bold design, and pops from the rest of the page
- Is noticeably click-able and looks like a “next step” action button
- Is the only relevant CTA on the page
The only real way to make sure your CTAs are the best they can be is to test and change them regularly.
An ideal click-through-rate will vary for every industry, offer type and website. The best way to know how yours measure up is simple: keep improving them. Be your own competitor and use your current numbers as a base and finetune your CTAs until they’re better. To do this, you’ll want to create an A/B variation test for your CTA.
Here’s how to A/B test your CTAs:
- Go to the Call-to-Action tool and find the desired CTA(s) you wish to test.
- After you’ve decided which one(s) to test, go the right and click on the toggle. From here, click "Create test variation."
Now, it’s time to edit your CTA. When testing CTAs, you want to make sure that you’re only changing one variable at a time. This will help you confirm which edit is causing the change in results. Try changing the wording, design, color, size, etc. When you’re finished, click “Create CTA.”
It’s time to measure the results of your A/B test, which will need at least 100 views to be accurate. Again, you can view the results of your test in the “Details” link on the right of your Call-to-Action dashboard in HubSpot.
Here, you’ll see the analytics of each test variation you created. After viewing these numbers, you can determine which CTA performs better than the other and why. Running a test variation like this will help teach you more about what an enticing CTA looks like to your audience.
Once you’ve determined the better CTA, click the toggle on the right and disable the one that isn’t performing as well.
Now, you’ve optimized your CTAs so they’re performing to the best of their abilities. HubSpot states that only 28% of marketers are satisfied with their conversion rates. Changing just one word in a CTA can increase those rates and, in effect, make you a more effective marketer.