So after a few days of trying to figure out how some of my leads were leaking through the pipes into other systems, I’ve discovered that there are many flaws within our own particular system. In our industry, or any industry for that matter, we deal with web usability on a daily basis.
What do people see first, or what are their eyes attracted to? Are there relevant links/phone numbers/addresses/email addresses there?
In my case, it was a combination of faulty landing pages, bad usability (which might take a while to get fixed), no call tracking, as well as wrong conversions pixels.. ugh. While it’s nothing urgent, a failure to see these kinda dinky mistakes can be irritating to someone who isn’t really looking… its just an issue. That doesn’t mean these people are outta the loop though. When you have a system that is working, and you have multiple account across multiple campaigns, across multiple partners, you’re gunna miss something. The thing is, if its as close to home as your own homepage.. that could be affecting everything all together, the fix could flip your world upside down. Let’s hope it’s not too huge of a 180 (ie. a 360.. but then again I guess that would be fine… I dunno).
That being said, what do I personally have to say about it? … Well,
When creating SEO campaigns, PPC campaigns, or whatever else you’re doing, make sure and create clear and simple navigation routes to your converting actions. Remember your click rules of thumb and sitemap strategies. If you have phone numbers, make them different across different campaigns, or accounts. Maybe even using call tracking to monitor just exactly the number of people coming through. Sounds like heaven to me.
Also make sure your landing pages are clear enough and inviting enough for people to want to convert. Yet… have options for other conversions as well. A landing page with a web form as well as a tracked phone number is a great asset when dealing with hundreds of people going in and out of a simple PPC campaign.
Organically, let loose in devising SEO conversion goals. SERP wise, you never know why someone is going to use your site, so give them options, but make sure you can see it. That way, later on, you’re not trying to figure out why your numbers are wrong.
Any other ideas?
Peace
