CATEGORY: Conversion Optimization

5 Ways to Optimize Your Content Marketing to Drive Sales and Traffic


At, we’ve found that content marketing is a wildly successful way to drive traffic and increase website conversions. Content marketing can grow your business, too, but only if you’re creating quality content that’s easy to share. Even if you’re already creating quality content, it’s very likely that there are steps you can take to optimize your content marketing strategy to rank higher in search engines, get more social media referrals, and truly get the most out of the time and talent invested in content.

10 Creative Landing Pages

Startups spend a lot of time working on their landing pages. This is for good reason, because the landing page is the first time a potential user meets your company and your product. If they like what they see, they’re more likely to sign up for the service or purchase the product. A good landing page gets users interested in a product or service and converts visitors into users. We decided to look at 10 creative landing pages. This list is no particular order, it’s just a random sampling of pages we think are fantastic.

Establishing Trust and Confidence- More On Conversion Optimization

Four Conversion Optimization posts down, two to go! Today I’m going to be talking about establishing trust and confidence in your potential customers. Have you ever landed on a website with terrible, flashy design work that hurts your eyes? How about a site without SSL? Inputting your credit card number into sites that seem immature doesn’t make consumers feel good. Personally, I bounce off a site right away if I get the impression that the transaction will be insecure or complicated.

The bottom line- people don’t want to give you payment information unless they trust your website. Building trust is done in four steps. The first step is awareness. People cannot trust you if they don’t know you exist. Awareness can be ramped up with online marketing and SEO efforts. The next step is knowledge. As soon as potential customers are aware of your existence make sure they understand who you are and why you’re a better alternative to a bigger name. This can be done via a value proposition, which is a statement that you come up with based on what you offer and what your customers expect from you. Value propositions should be clearly displayed and built into every element of your website to constantly remind visitors that you are unique.

Once you’ve established your existence and that you are unique and valuable visitors will decide whether or not they like you. Keeping your design clean and consistent does this and you should also ensure that all of the questions a visitor has about your site are answered. Finally, if you make it through awareness, knowledge, and your visitors like you, you will earn their trust. Feels good, doesn’t it?

Establishing trust and maintaining trust are two different things. Customers may decide that they like you enough to make a purchase, but if they are dissatisfied with the product or the level of customer service and support that they receive the chance that they will become repeat customers diminishes greatly. Don’t just focus on getting people through your sales funnel, focus on delivering quality products and services to ensure that people come back to your site and tell others about it as well.

I’ll wrap this post up with some words from the wise on Social Media. When new visitors are trying to decide whether or not they like you they will often search for your company or products on social media. Take the time to make sure that you have some sort of framework in place for social media. I’m not saying that you need to have Jared Ewy slaving away at Twitter and Facebook all day and all night (thank you!), but make sure that someone in your organization has their thumb on the pulse of social media. You’ll often find it helpful to know what your customers and potential customers are getting worked up about. Knowing what your company’s external image looks like can be enlightening.

User Personas- Knowing Your Customers Can Really Increase Conversion

The time has come for another Conversion Optimization post! In today’s edition of Conversion Optimization Blog Posts I’m going to discuss User Personas. You can find the other Conversion posts here.

Having a website allows you to reach people all over the world at any hour of the day. However, not having a face-to-face relationship with your customers can be difficult and companies can often lose sight of who their customers actually are. Enter user personas! User personas are model individuals that are created based on marketing data of the people who use your website. They’re the marketing team’s attempt at relating to customers as individuals and humans.

In case you’re not following along, they’re made up people that companies use for planning purposes. You take data from your website, surveys, customer feedback, market segments, purchasing habits, zip code demographic analysis, design testing and everywhere in between. Once you have this information you break it down into segments and track user habits and characteristics within the segments. Then it gets even more granular, take these habits and characteristics and them into a persona. For instance, we have a persona here at for Eman Moc, a developer who loves to get his domain on.


Eman Moc

Name: Eman Moc
Location: Sunny Denver, CO ~1 mile from downtown. Bikes often, drives a Suburu
Education: CU Boulder, Computer Science
Occupation: Front end developer at Start-Up, (convert your website to tablet or mobile in 3 minutes)
Income: $60,000/yr
Family: Comes from a very large family, is still single (dating but no children).
Technical profile: Deep technical understanding. While at work Eman strives to bridge the gap and put the average joe at ease but on his own time he is relentlessly pursuing new technology and trends. He often feels like he is the “wizard behind the curtain” because he helps to build pages that are extremely technical on the backend yet easy to use for the customer.
Hobbies: Biking, skiing, hiking, yoga, cooking, drinking with friends, hanging out at fun dive bars, chilling in the mountains, photography, dabbles in picking up the guitar, visiting farmers markets
Favorite sites: Mashable, TechCrunch, Facebook, Twitter, Reddit, Gawker, LinkedIn, YouTube, Amazon, SteepNCheap
Favorite places to shop: Apple, thrift stores, Ikea, Zappos, tries to support small/ local when possible
Favorite material items: flannel shirts, nerdy tshirts (think StarWars), Patagonia jacket, iPhones/androids, iPods, mac books & skiis

So, what do we do with Eman? We think about him as we evaluate new designs. We ask “Does this page confuse Eman? Does he like the web elements? Can he find what he’s looking for on this page?” and if the answer to any of those questions is “No” then it means that the team needs to rethink the design. You should have between 4-7 personas depending on the diversity of your user base. While we have one for Eman we also have one for a baby boomer business owner who is totally unfamiliar with technology. The idea is to make sure that your entire user base is represented in your personas, and that you think of each of them when designing your website.

Creating personas is exhausting work, just ask Ashley (our Marketing Coordinator)

Designing your website to appeal to your user personas should help increase your conversion rates. If your users don’t understand or like new things on your website they are likely to fall out of the sales funnel. Keeping users in mind when making design choices and continuing to test these choices after the fact is the bread and butter of a good Conversion Optimization strategy.

Now, if you already have user personas for your website you are very, very lucky. Seriously, pat yourself on the back. Developing user personas is a painful process that takes a dedicated level of insight and willingness to sift through data, reports, and feedback to find trends. If you don’t have user personas for your website start digging, you might be surprised to find totally different trends than the ones you were expecting to see.

Conversion Optimization- Key Performance Indicators (KPIs)

You’ve waited for it and here it is! This is the second blog post in our Conversion

Numbers are fun!

Optimization series. Today we’ll be discussing conversion metrics, the numbers that measure a website’s effectiveness. Obtaining a higher conversion rate is the ultimate goal, but looking solely at your conversion rates doesn’t paint the whole picture. If you missed the first conversion optimization blog you can check it out here.

Bounce Rates represent the percentage of visitors who leave your site from the page they land on without navigating to another page. Alternately, Exit Rates are a lot like bounce rates, except they capture the percentage of visitors who leave your website after visiting more than one page. These metrics help you determine which pages of your site need optimizing, as well as which funnels are most effective.

Average Order Value gives you an idea of how much money people spend on your site in a particular purchase. This can be very useful in analyzing the buying habits of your customers. It can also be insightful to compare this number to the Customer Lifetime Value, which tells you how much a customer spends on your site across all purchases made. If your average order value is the same as your customer lifetime value it probably means that you have a problem with customer retention. However, if your customer lifetime value is much greater than your average order value there is revenue potential and you’re probably doing something right.

The Checkout Abandonment Rate is the percentage of visitors who add items to their cart, land on the checkout page, and do not place an order. Checkout abandonment plagues every website because companies often make poor decisions in designing their checkout pages. This is the place where users make their final buying decision, having links that navigate away from this page can lead to poor conversion rates. Evaluating the checkout abandonment rate on your site will provide insight into where visitors are falling out of the funnel.

Tracking your website’s Traffic Sources can help you determine which ad campaigns are working and which are not. A traffic source is exactly what it sounds like – a website, banner ad, email campaign, or anything else that directs traffic to your site. Google Analytics has a very cool dashboard that breaks down traffic by source.

The Google Analytics Traffic Source Overview

There are many other KPIs that businesses pay attention to and your taste in KPIs will evolve as your website does. The first step is understanding these metrics and deciding on how you want to use them internally. You may decide that customer lifetime value doesn’t matter, or that focusing on decreasing checkout abandonment is more lucrative than decreasing bounce rates on your homepage. The end goal is to increase conversion on your website, but the path you take to get there depends on what you discover about your site from analyzing your KPIs.

An Introduction to Conversion Rates

It’s time to analyze a buzzword that seems to pop up all over the Internet these days. Conversion. What is conversion and why does it matter? Simply put, an online conversion occurs when a website visitor does what you want them to. Conversions can take many forms depending on what type of website you’re running. Whether it is a monetary transaction, inputting an email address, utilizing a free service, or clicking through to another site. No matter what type of business you’re running, if you’re doing it online your conversion rate matters. Period.

How do you calculate a conversion rate? First you have to define what a conversion is for your website. Here at a conversion occurs when a user purchases a domain or a product from our website. Once a conversion has been defined calculating the rate is a breeze. Divide the number of conversions by the number of unique visitors your website had over the same time period. Viola! Now you know your conversion rate.

You may be wondering how to go about obtaining a count of your unique site visitors and conversions. Well, you’re in luck. There are a number of useful tools out there to help you do just that and through the wonders of the web you can access a few of them for free.

The ecommerce dashboard in Google Analytics

Google Analytics is a free service that calculates and summarizes website statistics. Once configured, you can see how people arrive on your website, how long they stay, where they go, calculated conversion rates, revenue generation, and so much more. If you don’t already have this service enabled we strongly recommend it. Learn more about Google Analytics here.

PadiTrack is a sales funnel calculator that plugs into Google Analytics and allows users to set up specific conversion funnels. It is particularly useful if you are selling multiple products with separate pages and flows.

So, you have gone through all the trouble outlined above. You defined a “conversion”, set up Google Analytics on your website (which is an amazing accomplishment in and of itself), and calculated the conversion rate. Whew, that was a lot of work! Now, what do you do with the information?

This is the age-old problem that a lot of companies face. We know our conversion rate, but what do we do with it? The answer is both simple and complex. You know the conversion rate, now INCREASE it! That was the simple answer. Things get complex when you ask, “How do I increase conversion?” There is an entire field devoted to accomplishing this task, known as conversion optimization. Conversion optimization attempts to analyze user behavior, provide marketing insights, and establish recommendations to help your site get an increased conversion rate.

Thus begins a series of blog posts about conversion optimization. Today is the introduction to the concept with more specific concepts and topics to follow… all designed to make sure you know how to build a website, setup hosting, get more traffic, and convert that traffic into revenue. Be sure to tune in!

There are no more results.