Digital Inbound Marketing Blog

Is Conversion Architecture the Key to Inbound Marketing Success?

Posted by David C Aaronson

Sep 10, 2013 8:58:00 AM

conversion architectureHave you ever heard a piece of advice and thought “Well sure, it makes sense, but I just don’t have the time, energy, or knowledge to apply it"? It can’t make that much of a difference, right?”

That might be what you’ve thought about conversion architecture. You know that trusted sources (like Hubspot) say it’s important to the optimal success of your website and business, but it just doesn’t make it to your agenda.

There is a lot of great advice online for just about every problem a person could have. From parenting, to automobiles, fantasy football drafts to choosing home interior décor.

As a group though, when it seems like it is going to be too much work, too much energy, money or learning, we push it away, hoping it won’t make as much of a difference as ‘they’ say.

Guess what? It does!

In almost every case, the thing that people are telling you will make a difference in your life, can make a big difference, but we’ve been let down before, we’ve purchased things we didn’t have the time to learn, and we feel burned.

So we pass judgement on other things and lose out on the benefits.

What does this have to do with conversion architecture?

If you ‘buy’ the idea that conversion architecture is necessary for the best results in inbound marketing, it means one of two things: Buying a service for conversion architecture (money) or Optimizing your own conversion process (time).

Presently you might have a lot of time and money tied up in other projects, so taking on this massive sized project would be stressing your resources.

I’m here to tell you, it’s worth it.

Even if you don't know what your current statistics are for visitors coming to your site, setting up a proper conversion architecture will improve statistics. It will also give you statistical information about how well people are moving through your sales funnel, and make it easy to identify problems with your website.

Wouldn’t it be nice to know:

1. Why visitors aren't signing up for your offer? - Find out by checking statistics and testing new ideas.

2. Where you are losing leads in your sales funnel? - Check the numbers to see where they stop converting.

3. Whether or not your home page is useful for visitors? - Check your bounce rate.

4. If you are getting leads from social media, and if your marketing there is helping your company convert more leads?

Conversion architecture includes the home page, landing pages, social media marketing and lead nurturing (starting with email marketing).

  • Does your home page lead visitors to the information they are looking for, and then give them a matching landing page?

  • On your landing page is there a link to your social media profiles, where you can stay in touch, share resources, and offer one-on-one help?

  • Once they have entered their information for receiving emails, are you following up with them, and preparing them to take the next step?

Each of these questions listed point to a real issue with your website, and a potential problem in your sales funnel that could be costing your company a lot of money every month.

Even if you are too busy to investigate this, shouldn’t someone?

Make the time this month, even if you can’t do anything about it right now, you need to know what problems, if any, exist.

Tell Us: Have you recently updated your sales funnel or conversion architecture? Did you notice it making a big change to any specific numbers, or even to your revenue? What made you finally take the time to get it done?


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photo credit: woodleywonderworks via photopin cc Google

Topics: inbound marketing, content marketing, conversion architecture, leads