A new year means finding new ways to improve your marketing campaigns and strategies. Acquiring traffic is only half the journey. The other half should be dedicated to closing the deal. Even just a few changes here and there can add up to usher in greater volumes of potential customers and eventual clients.
After reading our newsletter, take the time to browse through your own site and see what changes you can do to make them optimized and efficiently running.
Map Out Your Customer Journey Goal
Imagine potential clients walking into an unknown forest where everything is overwhelming and mysterious. Where do they go? Towards the direction of the clearing, of course, where they’re sure they’re headed somewhere.
Knowing that, your website has to have as minimal layovers and distractions as possible. You need to tweak your copies, minimize cluttered photos, and add CTA buttons. Other things to account for are navigation panes, footers, drop-down categories, and so on. Optimizing these things can ensure you that most of the clicks will eventually lead to the conversion page—to a sale.
Identify and Reduce Friction
After looking at the forest, or the big picture, it’s time to look at the trees ie. the copy and the actual photos on your website. Embody the mind of a potential client. At the start of their journey, they’re not 100% fully on-board with what you have to offer. Each painstaking detail of your website should eliminate the doubts and anxieties, as well as answer questions that might arise from their browsing.
For example, if you are targeting price-conscious learners, there’s nothing that sends them running in the other direction more than unclear price ranges. Even just a momentary pause can lead them to click away and go to competitor sites.
Aside from that, don’t just tell your audience about how your company is the best at what you do—show them how. Include testimonials, case studies, success rates, partner institutions, to name a few strategies.
Clearer Value Proposition
Showcasing your strengths is important but it isn’t enough to end the quest of your visitors for the course of their choosing. For that, you need a clear-cut value proposition that can set you apart from others.
For example, a bad landing page will just list the features that your learning platform has. As the customer reads through the list, they couldn’t help but think, “Okay, that’s all fine, but how about my needs?” Afterall, that’s why they’re looking, in the first place—because they have a problem to solve. The copy that greets them on the landing page should immediately answer that.
Google Page Insight
Maybe your website is doing great on desktop but not on mobile. Or maybe it’s the other way around. Eitherway, this can cause many people to exit your website, or at worst, can tarnish your image to them. Afterall, they need a learning platform or an online course that’s efficient and reliable. Loading times can become their indicator of quality, as they gauge your site to others. In fact, even just a second of delay can cause a 7% reduction in conversions.
Check out your page speed here.
Regularly checking these things can help your company on top of the current trends. However, with the ever-increasing competitiveness of the online learning landscape, it’s best to not only be updated, but to stay ahead of the game.