How to Turn Your Website’s Ghost Visitors Into Qualified Leads

Generating traffic is only part of the problem for businesses looking to drive sales and put their brand on the map. Turning ghost visitors into actual leads is the second obstacle to overcome. With lead generation vital for forward-thinking companies, Head of Marketing at Lead Forensics, Jamie Richards, shares his tips to convert web visitors into customers. In this guide, Jamie will discuss the critical considerations for business owners on a mission to generate more leads and boost web conversion rates. 

How does discovering your unseen website visitors accelerate growth?

Data is incredibly precious for businesses looking to capitalize on web users’ popularity and turn more ghost visitors into high-quality leads. Many B2B leaders are unaware of their business website’s power and potential to unlock opportunities to facilitate sales directly from the website. Using a potent blend of data analysis and technology, business owners can discover a raft of useful information, which can be used to shape future strategies and create opportunities to increase revenues. 

An IP address on its own doesn’t provide a tremendous amount of information, but if you utilize reverse IP tracking technology with a matched database, suddenly, you have access to all the names of business clients visiting your website. These names were hidden previously. Once you know who is visiting your website, you immediately have leads at the funnel’s top, and you can set about trying to capitalize on emerging revenue opportunities. By turning a ghost visitor into an actionable lead, you can improve ROI for each campaign. Also, having access to enriched data, including site analytics, on-site user behavior, firmographic data, and critical decision-makers’ contact details, you can gain a more in-depth insight into visitors, which will speed up movement in the funnel and maximize the chances of lead conversion. 

PPC and SEO for Small Businesses 

The importance of a website that delivers cannot be underestimated in a digitally-driven B2B world. It’s crucial that clients and prospects can find your site easily, so digital tactics such as Pay-Per-Click (PPC) and Search Engine Optimization (SEO) play an essential role. The higher the search engine ranking, the better the position on the search engine results page.

For business owners that don’t have digital marketing expertise or access to an in-house team of SEO experts, it’s wise to seek professional advice. Expenditure on Google AdWords, Bing and social media ads often form a large part of your strategy. 

Effectively, this means you’re then paying for website traffic to go to a particular landing page. If the visitors fail to convert, it’s not only the loss of an engaged lead you can no longer see, but also a missed opportunity. Using Lead Forensics, you can recapture those leads and see real return on investment. 

Recapturing Lost Leads

Thousands of leads are lost each month, so how do you recapture them and increase customer numbers? Most B2B marketers wait for their visitors to make the first move, but what happens if they don’t choose to get in touch or place an order if they don’t respond immediately to your high-end, engaging campaign? If there’s no interaction, how would you know that a visitor was even on your site, and more importantly, how can you turn a one-time visitor into a customer? 

Try employing reverse IP tracking rather than relying solely on Google Analytics tools, removing IP data. With this technique, businesses can see who has visited their site and gain access to extra information, which increases the value of the lead and provides genuine opportunities to recapture unconverted leads in real-time. – Read more

How to Do Keyword Research

If you have ever searched for something related to SEO, you must have seen the “keyword research” term. So, what keyword research is about? And why we should learn about it before writing in a blog? Understanding this is challenging yet very important. Keyword research is one of the most important parts of the SEO strategy. So, if you skipped understanding it, you’ll suffer. Luckily, choosing keywords is not by luck. So, here we are going to tell you how to choose the keywords that suit your articles.

What is Keyword Research?

Keyword research is the process of determining the phrases you need to choose on your website’s page SEO strategy. However, SEO is not only about appearing in Google’s search results, but it is also about appearing in results for the keywords that people are searching for. Therefore, before optimizing your website, you have to understand what are the words or phrases do people search on usually. So, keyword research is about knowing these keywords which makes it the essential step in the SEO strategy.

Why Your Website Needs to Use The Best Keywords

Just like any research process, keyword research takes a big amount of effort and time. So, why would you spend all this time and energy on this process? Why can’t you just choose any keyword just because you understand your customers’ minds? If you know your industry and your target audience, spending a lot of time researching for some words might look like a waste of time. However, even if you know your audience so well, keyword research is a basic step that you can’t skip. When you choose keywords based on information, you will be achieving your goals more effectively than at any other time.

1. Attract qualified traffic

Keywords identify the quality of the traffic that your website would attract, not only the amount. Not all visitors are your target audience, not all of them are clients. So, having visitors who are not potential clients is considered low-quality traffic. They will never impact your business or make you achieve your goals either profit or the number of sales. However, high-quality traffic is visitors who are also considered clients. These are your real target audience and potential customers. So, choosing your keywords has an essential influence on your traffic and who are the people your website is attracting. When you learn more about your audience’s searching practices, you can customize the strategy to suit the words you’re using. So, you will not only optimize your website for more traffic, but also for these who you designed your strategy for, to buy your product or service, or considered a lead.

2. Reach searchers at every stage of the buying process

When you think about how users search for a product, you may concentrate basically on the transaction words, such as: “Sign up” or “buy”. While these can catch traffic, most people do not usually use them up to the time of buying. Keyword research may also assist you in knowing the words that will support you link them at all levels of the purchasing process.

Most clients take almost the same essential three steps. Firstly, they search for informative content to study the industry and what types of solutions they need. Secondly, they assess the organizations that offer those solutions and identify which are most appropriate to what they are searching for. The last thing, they reach the company for more details or to buy the product or service. So, if you are just creating content and optimizing your website for the actions that happen in the last step, you’re skipping participating in the first two steps which means that you might lose your potential customers and they will go to your competitors. That happens because they are not even a part of your research process.

So, keyword research helps you understand more about what are the phrases your audience use at every step of those 3 steps. So, you have to create content for them all to indicate that your company is the best choice from the beginning.

3. Address your audience’s questions and needs

Besides, these keywords will effectively help you identify your clients’ needs. For instance, if you want to catch more people to your laundry shop which is located in Dubai. You will use keywords such as “Laundry shop in Dubai” or “Laundry service in Dubai”. However, if you need to complete the first and middle of your funnel, you will need to put more informative keywords.

So, for example, if you found that the sentence “how to wash my silk scarf” is searched often, the intention is obvious. People who search for this phrase are suffering from washing their expensive clothes and they don’t want to damage them. However, they still don’t know what to do with that. So, you might write an article about how sensitive silk fabric is and publish it on your website. So, when they ask for something, they will find the answer they need on your site. This is useful for your audience and also for your business. – Read more

PPC Ads 101: A Beginner’s Guide

If you are new to marketing, we are pretty sure you need to understand the world of paid advertising. Even though around 45 percent of businesses use PPC advertising, the question still persists: what are PPC ads? 

If you have found yourself struggling to understand and benefit from this pay per click advertisement, this article is for you. We break down what PPC ads are all about and how you can use them to its optimum level. Let’s get started!

What Are PPC Ads?

This Search Engine Marketing method is also called pay per click. Under this model, you will get paid by the advertisers only if someone clicks their ad on your website. 

It might sound a little scary, but if you manage to build a pleasant user journey, you can get a great return on investment. 

Ever heard of PPC ads on Google or PPC ads on Amazon? Well, these are different platforms that PPC advertising takes on. One of the most popular platforms for PPC ads is SERPs, such as Bing or Google. For instance, the PPC ads on Google can be seen right before the original search result. 

PPC ads, PPC, Google ads, ads, digital marketing

Why Is PPC Advertising Great? 

Yes, you can reach and grow organically through smart SEO and creative content. However, that could take a lot of time. Moreover, there’s no guarantee you will reach your target audience through this. 

Placing keywords strategically throughout your article and strengthening your keyword is great. But, since digital marketing has grown faster than ever before, competition has increased significantly as well. And, if you don’t have domain authority, forget about a top SEO ranking. Almost all digital businesses now use PPC ads that organic search results don’t even show until the end of the search page. 

However, we are not asking you to bitch your SEO strategies. Utilize both PPC ads and SEO to further expand your business. 

We believe that using PPC advertising responsibly will help you reach your target audience much easier than choosing just the traditional digital marketing strategy. And since your ads will be shown to people who are more likely to engage with it, the possibility of conversion is much higher. Even if a click doesn’t convert, your brand awareness is still improving. 

PPC Ads Essential Terms

If you want to ace digital marketing, you need to know and understand the lingo of the business. There are various jargon and acronyms that you need to familiarise yourself with. Here are some of the PPC ads terms that you need to know. 

SEM / Search Engine Marketing

Any form of digital marketing is called Search Engine Marketing, or SEM for short. The main objective of any digital marketing campaign is to get a higher ranking on a search engine, which ensures your visibility amongst thousands of brands. PPC ads Google is one such SEM. SEM also consists of SEO strategies. While SEO strategies are usually limited to SEMs, PPC ads can be done on social media platforms as well, such as PPC ads Amazon and Facebook Ads. 

CPC / PPC Ads

Also called Cost per click. The final amount that your advertiser will pay you for the placement of the ad is called cost per click. Hence, CPC/PPC ads determine the placement of your ad. Naturally, the higher your bid is, the better your ad placement will be. Your CPC should be the maximum amount of money that you would want to invest in your PPC ads. 

Ad Rank

Your ad rank is the ranking of your ad based on its quality. The higher the rank, the better position your ad will receive, which means that more people will be able to see your ad. 

Quality Score

The quality score for your PPC ads is the score that SERPs give your ads. This score is determined through the click-through rate, which depends on your landing page quality, high-quality relevant keywords, and your SERP performance history. 

Maximum Bid

The definition is in the name. What is the maximum amount you would invent on your PPC ads? That’s your maximum bid. 

You also have the option to manually set your cost per click. This will allow you to set your maximum bid easily. If you set it to enhanced, search engines will allow you to modify your maximum bid as per your goal. 

CPC / PPC ads have many things in common, yet they are slightly different. CPC is a term used for the final amount you invest in your ad per click. PPC is a digital marketing model where you pay per advertisement. 

CPM

Cost Per Mille or cost per thousand refers to the total cost for one thousand impressions of your ads. This is usually used in display ads and paid social. Like CPM, there are cost per acquisition, cost per engagement, and other kinds of cost pers. – Read more

How to Improve Your Landing Page Conversion Rates

Landing pages aim to encourage the visitors to accomplish a goal on ‘landing’ there. These goals vary with industry. For an eCommerce landing page, it could be an ‘add to cart’ or ‘buy now’, while it could be a ‘free trial’ or ‘demo version’ for B2B, SaaS companies. 

A landing page’s overall objective is to generate qualified leads through the marketing funnel, as shown in the above image. The qualified leads in their nature are more likely to convert fully into sales if nurtured well through the sales funnel.

A Typical Landing Page Funnel
Image Source: [1]

Understanding landing page conversion rates

Not every visitor who hits one of your landing pages will take the action you desire. Some people may bounce immediately, while others might read your content and then choose to leave or go to another page. Landing page conversion rates tell you the proportion of visitors who do convert into qualified leads by accomplishing your landing page goal. 

For instance, a landing page is built for traffic from an email marketing campaign. This campaign intends to convert visitors as effectively as possible. By tracking the landing page conversion rate, you can assess whether it’s true. You can have a quantitative measurement of how well your page aligns with the interests of visitors. Having such an analysis makes it easier to improve your landing page, allowing you to see the impact of conversion rate. 

WordStream found its average landing page conversion rate as 2.35%[1]. The top 25% of landing pages in the same study converted at 5.31%. Some pages converted visitors at an even higher rate. 

There’s usually an opportunity to improve your landing page and its conversion rate. You must realize that landing page conversion rate differs by niche and the type of traffic. The following graph, created by Unbounce[2] displays the first point in no uncertain terms:

Graph Of Landing Page Conversion Rates Across Industries
Image Source: [2]

What is your landing page conversion rate?

Landing page conversion rate is a vital as well as a simple metric. You can calculate your conversion rates as long as you have two pieces of information:

  1. The number of people who visited your page
  2. The number of people who converted (took the desired action)

It takes simple math to identify your high-converting landing pages from the duds. Most analytics platforms, such as Google Analytics, can record the metric for you. Once this metric is analyzed thoroughly, you can start optimizing your landing pages to boost your conversion rate.

Simple ways to improve landing page conversion rates

You can certainly increase your conversion rates for your landing pages and build high-converting ones by consistently optimizing them. The following are five straightforward things you can do to get the ball rolling.

1. Step back to audit your existing conversion rate

You won’t know the best way to increase conversions until you understand their existing dynamics. There are lots of ways to analyze the different aspects of your landing pages.

The audit of the user behavior on the existing landing page provides you immensely valuable insights. Website heatmaps can provide insights around the elements on your landing page that gets the most and the least attention. With such analyses in place, you can take a call to fix and optimize a troublesome element, such as a CTA button or an image on your landing page.

Take the example below of an eCommerce store that sells baby products. The heatmap revealed that the baby’s face was a distraction to visitors. When the image was replaced with an alternative in the variation, site visitors started paying attention to the copy. – Read more

Why is Mobile Optimization Important For Website Conversions?

Just as retailers now see VoIP phone as the standard when it comes to customer communication, responsive design has long been regarded as instrumental to web design. 

Fast forward to today, however, and it’s clear that responsive design is no longer enough. In order to convert more of the people browsing your website into customers, online retailers need to keep up with digital transformation, and make sure their sites are ‘optimized’ for mobile. 

Mobile optimization is the process of:

“Adjusting your website content to ensure visitors accessing the site from mobile devices have an experience customized to that device.” (Brightedge[1])  

Rather than simply compressing or rearranging content on a screen, a mobile-optimized site is designed entirely around the smaller screen user’s experience. 

Why is mobile optimization important?

Retailers need to find out what’s involved in a seamless purchasing experience. This includes not only asking what is offline communication and its importance, but identifying and optimizing all online touchpoints –  mobile being key to converting users into buyers.

Consumers are digital nomads and are browsing and buying across a variety of devices. They want a ‘frictionless’ experience on every device they use – and especially on mobile. Unless retailers adopt a ‘mobile first’ approach, consumers will click away to another site. 

Barriers to conversion on mobile devices

The five top issues with mobile commerce cited by consumers involve basic usability difficulties:

Mobile Commerce Gap
Image Source: [1]

The mobile purchasing experience often falls short

Accessing a website on a mobile device can be incredibly frustrating. Tiny buttons, hard to see links, and unclear forms make for a poor user experience. That’s not to mention the endless scrolling options. If users have to wait for slow pages to load, or can’t quickly add items to their carts, they will become stressed and impatient. The result: Abandoned carts and unfinished purchases. 

This is clearly not what any online retailer wants. 

However, it is an all too common scenario. Imagine you’re browsing an e-commerce site with the intent of buying a set of wireless headphones. You may try the search button and find it doesn’t work. Then, you attempt to navigate your way to your desired item via the top-bar menu. 

Finally, you may actually find a list of headphones which tick most of your boxes. At which point, you’ll need to click each one to see the specification. You may have to pinch, scroll, and manipulate the screen to access the information you require. And there may be no option to compare items, so you’ll have to keep clicking back and forward to view the information again. 

If you make it to the checkout process after all this, you may then be asked to create an account before purchasing. If the form’s difficult to fill out or you then are tasked with confirming your email address, etc. this could be the last straw. That’s even if you get the email quickly because the retailer has taken steps to improve email deliverability. 

Faced with a series of frustrating tasks, most potential customers will abandon their search because they’ve lost patience and simply don’t have the time.  – Read more

Get More Conversions with Lessons from 13 Irresistible Call to Action Examples

What’s the difference between a window shopper and a customer?

I’ll give you a hint: It’s the same thing that separates a scroll-by from a click-through. Or an anonymous lurker from a known lead.

The one thing that all your leads, clickthroughs, and customers have in common is that they’ve taken action. More specifically, they responded to a call to action (CTA) on your landing page, website, or ad and actively made a choice to advance through your sales funnel.

If you want to inspire more of your target audience to convert (which, of course, you do), then you need to step up your call to action game. With the right copy, design, and placement, you can create landing pages with powerful CTAs that motivate website visitors to make a move.

A call to action is exactly what it sounds like: you’re literally calling on your audience to take a specific action. This might be clicking a “buy now” button on a sales page or filling out a lead gen form to “download your free copy.”

The Psychology Behind Effective Calls to Action

Knowing the elements that make for a truly compelling offer (and understanding why they work) is the first step to crafting the perfect CTAs for just about every use case.

So, what makes a CTA effective? Let’s start by looking at some of the hard-and-fast rules for creating irresistible calls to action.

1. Grab the Audience’s Attention

Before a visitor can be persuaded to do anything, they need to first notice the call to action. Use a combination of font, design, and placement on the page to ensure your CTA button or form jumps out from the rest of the content—even during a quick skim.

2. Make a Single, Specific Request

Your CTA is not the place to play hard to get. Instead, tell readers exactly what you want them to do. Though there are various ways to use calls to action, the general rule is that it should align with a single conversion goal at the center of your campaign.

3. Present a Clear Path Forward

Use plain language to set expectations and tell users exactly what they’ll get from clicking. People are less likely to click on a link if they don’t know where it’s taking them, so be clear on what the next step will be—whether it’s a pricing page to “compare phone plans,” an account creation page to “start [their] free trial,” or a registration form to “join [your] community.”

4. Motivate Readers to Click

Use action-oriented language that focuses on results. The basic approach is to use action verbs (like “get,” “download,” “start,” “reserve,” and “grab”) to build momentum. You can also experiment with first-person point-of-view (“Give me my deal”), positive affirmations (“Yes, I want to 10X my ROI”), and creating a sense of urgency (“In limited supply. Claim yours today!”).

5. Optimize and Test

Sometimes the best approach to writing calls to action is to test out several variations. When it comes to optimizing copy, a call to action is one of the easiest things to swap out (and even small changes can make a big impact on your conversions). Smart Traffic uses AI to analyze your visitors and automatically display the most effective CTA to each person.

Where Do CTAs Fit into Your Marketing Campaigns?

Your landing page or marketing campaign is most effective when it’s built around a single conversion goal. That conversion goal is represented on the page as a call to action. This might take the form of a single button (click-through page) or a form (lead generation).

There are several different types of CTAs you might leverage at different points of your marketing funnel. Everything from your campaign goal to your audience awareness should influence how you write calls to action for your sales pages, landing pages, and lead generation forms.

These are the most common types of calls to action marketers need to master.

  • Lead Generation: A lead generation call to action helps identify viable leads. Whether the prompt is to download a piece of gated content, register for an upcoming event or webinar, or request a quote from the sales team, lead generation CTAs nudge leads to raise their hand and share details that help qualify them.
  • Click-through CTAs: In many cases, lead nurturing campaigns feature call to action buttons designed specifically to get viewers to click. This could be part of an email campaign, a social media ad, or a landing page, but the aim is always to boost product awareness (“Get a sneak peek at our upcoming release”) and aid discovery (“Click to learn more about this awesome gadget!”).
  • Sales and Signups: In the right place at the right time, calls to action can fuel sales and convert leads into customers. That means targeting leads who are ready to “buy now”—like those who click through to your sales landing page—and using action-oriented language. This applies to account creation (perhaps for a trial, paid account, or freemium version of the service) and ecommerce checkout pages. (Want to learn more about how ecommerce brands are using landing pages to drive sales? Check out 27 Ecommerce Landing Page Examples to Maximize Sales in 2020.)
  • Click-to-Call Buttons: Rather than filling out a form or collecting data about leads, a click-to-call button gives prospects a direct line to reach your team. Not only is this convenient, but click-to-call CTAs can be combined with A/B testing and call tracking to boost lead generation. (For an example of just how well this can work, check out how clever call tracking helped this agency get 219% more leads.)
  • Social Engagement: Brands that successfully promote their products and services on social media use calls to action to drive engagement. By asking viewers to follow, share, like, comment, or smash that subscribe button, you can broaden your reach, increase your following, and build relationships with potential customers.

Next, we’ll explore the most popular use cases using real-world call to action examples from Unbounce customers. – Read more

How to Determine a Bidding Strategy for Different Types of Ads

My Post (26)When I first learned how to ride a bike, I remember being scared. It was a daunting process because I’d never done it before and was terrified of falling.

I actually remember feeling similarly when I first started getting into paid advertising campaigns at the marketing agency I worked at. The first time doing anything can be an intimidating process.

But as a marketer, it’s important to understand how to set up your paid advertising campaigns so you get the most out of your budget.

To do this, you can use several types of bidding strategies for different types of ads.

Below, let’s review the bidding strategies that will drive results when you use Facebook ads and PPC/Google Ads.

Facebook Ads Bidding Strategy

When you’re just getting started with Facebook Ads, it’s not easy to figure out what strategy to use.

Luckily, Facebook has a guide that explains the different bidding strategies you can use. Let’s dive into those strategies and figure out how to determine which one is right for you.

1. Lowest Cost (Auto Bid)

With this strategy, you won’t have a lot of manual work to do. In fact, Facebook is the one who sets up the bid automatically.

If you want to spend your full budget, this is a good choice for you. It’s a hands-off strategy and you can get more bang for your buck while spending your budget.

So, how do you know if this is a strategy you’d want to implement? Well, this is a good idea if the goal of your campaign is brand awareness, impressions, traffic, post engagement, or lead generation.

2. Bid Cap

This strategy is slightly different because of the manual processes. For this one, you’ll be the one who sets up the bidding.

This is a good option if you want more control over the cost. In fact, with this strategy, you might not even spend your full budget.

This type of strategy works for the same types of ads as the lowest cost strategy, it’s just more manual and gives you more control over your spending. Plus, it can help you increase competitiveness against other advertisers.

3. Cost Cap

If the goal of your ads is traffic, event responses, offsite conversions, or lead generation, then this is a good option as well.

With this strategy, Facebook sets the bidding while you determine the maximum amount you’re willing to spend.

You could use this type of bid strategy if you want to maximize cost-efficiency and keep cost within a certain threshold.

4. Target Cost

Another semi-automatic option, this strategy will allow Facebook to choose the bid while you set a target price. This is the price that you’d like to strive for, but Facebook could over or underspend slightly.

If you want to maintain a consistent cost, this is a good strategy to look into. You’ll be able to predict your cost and get the most conversions possible at your target cost. – Read more