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Q&A: How do I increase conversions?

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Previous Episode:[09] How to Know Exactly What Content You Should Create More Episodes Next Episode:[10] How User Experience Design Pays Back to the Business

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June 19, 2018

[63] 3Q for Executing Your Next Online Course

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[62] 3Q for Planning Your Next Online Course

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[61] 3Q for Assessing (and Improving) Your Positioning

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[60] 3Q for Optimizing Your Link Strategy for Better SEO

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[59] 3Q for Optimizing Your Keyword Strategy

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[58] 3Q for Local SEO Done Right

May 8, 2018

[57] 3Q for Optimizing Your Website’s Performance

May 4, 2018

[56] Brian Clark’s Best Advice on How to Write Better Headlines

May 1, 2018

[55] 3Q for Writing Irresistible Headlines that Will Accelerate Your Audience Growth

April 26, 2018

[54] How to Build a Community that Attracts the Right Kind of Members

April 24, 2018

[53] 3Q for Establishing a Community Around Your Content

April 19, 2018

[52] The Simple Way to Manage Social Media for Maximum Success

April 17, 2018

[51] 3Q for a Smart Social Media Strategy

April 10, 2018

[50] 3Q Before You Publish Your First Piece of Content

April 5, 2018

[49] The Right Way to Add Opt-In Forms to Your WordPress Site, Part Two

April 3, 2018

[48] 3Q for Making Your Opt-In Incentive Irresistible

March 29, 2018

[47] The Right Way to Add Opt-In Forms to Your WordPress Site, Part One

March 27, 2018

[46] 3Q for Adding Opt-In Forms to Your Website (Without Incurring Google Penalties)

March 22, 2018

[45] Rafal Tomal on Picking the Right Design for Your WordPress Website

March 20, 2018

[44] 3Q to Answer As Soon As You’ve Chosen Your WordPress Theme

March 13, 2018

[43] 3Q for Choosing the Right Kind of Design for Your WordPress Site

March 8, 2018

[42] A 3-Point Plan for Creating Your Initial Content

March 6, 2018

[41] 3Q for Deciding What Types of Content You’re Going to Create

March 1, 2018

[40] The 5 Things You Must Know When Selecting an Email Provider

February 27, 2018

[39] 3Q for Picking the Right Email Marketing Service

February 22, 2018

[38] The 5 Most Important Factors When Picking a WordPress Host

February 20, 2018

[37] 3Q for Picking the Right Host for Your Website

February 15, 2018

[36] How to Pick the Right Domain Name for Your WordPress Website (with Brian Gardner)

February 13, 2018

[35] 3Q for Choosing the Best Domain Name

February 8, 2018

[34] Amazing Content Strategies for WordPress Sites

February 6, 2018

[33] 3Q for Defining Your Content Marketing Strategy

February 1, 2018

[32] Brian Clark on Identifying the Right Audience for Your Website

January 30, 2018

[31] 3Q to Help You Define Your Ideal Audience

December 26, 2017

[30] WordPress Design Trends for 2018

December 19, 2017

[29] What Every #GenesisWP Developer Must Know about the Genesis Framework

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[28] How to Fix the Most Common Technical Issues with WordPress

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[27] How to Be a Successful Affiliate Marketer in the WordPress Ecosystem

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[26] The Essential Guide to WordPress Membership Plugins from Chris Lema

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[25] An Interview with @Yoast on the Future of WordPress SEO

November 14, 2017

[24] Brian Gardner on the Future of StudioPress

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[23] What’s New in SEO? (And What’s the Future of This Podcast?)

October 31, 2017

[22] 6 SEO Friendly Tips to Improve Site Speed on WordPress Blogs

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[21] The Persuasive Power of Analogy

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[20] Quality Over Quantity: Repurpose Your Best Ideas and Distribute Them Far and Wide

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[19] 3 Massively Important Reasons to Keep WordPress Updated

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[18] How to Create Visually Effective Calls-To-Action

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[17] Content Marketing as Seduction

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[16] How to Decide Which Content to Sell and What to Give Away for Free

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[15] 5 Questions to Help You Avoid a Catastrophic Plugin Decision

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[14] How Creativity Can Kill a Good Website Design

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[13] How to Create Content that Deeply Engages Your Audience

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[12] What if You Could Simply Eliminate SEO from Your Life?

August 15, 2017

[11] 5 Steps to Website Security You Can Trust

August 10, 2017

Q&A: Keep it all on one site or split?

August 8, 2017

[10] How User Experience Design Pays Back to the Business

August 3, 2017

Q&A: How do I increase conversions?

August 1, 2017

[09] How to Know Exactly What Content You Should Create

July 25, 2017

[08] 10 Goals that Make Content Marketing Meaningful

July 20, 2017

Bonus: I want your website questions!

July 18, 2017

[07] Are You Making This Common SEO Mistake?

July 11, 2017

[06] 3 Ways to Better Connect with Your Audience through Design

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[05] How to Attract Your Ideal Customer with Perfectly Positioned Content

June 27, 2017

[04] The Most Dangerous Threat to Your Content Marketing Strategy

June 20, 2017

[03] Is WordPress Hosting Really That Important?

June 13, 2017

[02] How Great Design Can Help Your Content Marketing

June 6, 2017

[01] The Simple 3-Step Process to a Winning Content Marketing Strategy

August 3, 2017

Q&A: How do I increase conversions?

Our first Q&A episode is based on a question from Rene, who wants to know how to increase conversions from all digital media. That’s a broad question! So I enlisted the help of our remarkably capable marketing maven Loryn Thompson to answer.

Listen to Site Success: Tips for Building Better WordPress Websites below ...

Q&A: How do I increase conversions?Jerod Morris
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The Transcript

Jerod Morris: Welcome to Sites, a podcast by the teams at StudioPress and Copyblogger. In this show, we deliver time-tested insight on the four pillars of a successful WordPress website: content, design, technology, and strategy. We want to help you get a little bit closer to reaching your online goals, one episode at a time.

I’m your host Jerod Morris.

Sites is brought to you by StudioPress Sites — the complete hosted solution that makes WordPress fast, secure, and easy … without sacrificing power or flexibility. For example, you can upload your own WordPress theme, or, you can use one of the 20 beautiful StudioPress themes that are included and just one click away. Explore all the amazing things you can do with a StudioPress Site, and you’ll understand why this is way more than traditional WordPress hosting. No matter how you’ll be using your site, we have a plan to fit your needs — and your budget. To learn more, visit studiopress.com/sites. That’s studiopress.com/sites.

Welcome to this special Q&A episode of Sites.

A few episodes ago, I made a request for your questions, and much to my excitement many of you took me up on that request.

So as we move forward with the show, we will continue posting a new episode every Tuesday about content, design, technology, or strategy. And then I will also be releasing these shorter, less formal Q&A episodes as well. So be on the lookout. This will be fun.

Okay, our first question comes to us from Rene, and Rene wants to know about conversion. I sent her a follow-up email and asked her to specify what areas of conversion she is interested in and she said how to increase conversion from all digital media i.e. engagement — from her website, Facebook, LinkedIn, MailChimp, etc.

In order to answer this question, I sought the counsel of one of my colleagues at Rainmaker Digital, Loryn Thompson. Loryn’s title says data analyst, but Loryn is much more than that. She has proven herself to be a remarkably capable jack-of-all-trades marketing maven, and her splendid ideas and smart work have directly led to several instances of conversion improvement for us since she joined our team.

So I wanted to get Loryn’s expertise, and she kindly agreed to participate. Here is what Loryn had to say:

Firstly, “conversion” and “engagement” are two different things.

A conversion is an action that has meaningful value to your business — the most common is a sale, but you could also include email opt-ins, leads, phone calls, etc.

Engagement metrics, on the other hand, are best used for diagnosing problems in your conversion funnel — if your emails tend to have a high open rate but few clicks, you know that in order to get more people closer to conversion, you should work to improve your click-through rate. But don’t get so caught-up in click-through rate that you forget about actually converting.

So, to the individual points of the question…

As far as SEO, you can use Google Search Console to figure out what keywords send the most traffic to which pages, and then optimize the calls to action on those pages to fit the keyword intent. After you change the CTAs, give it a bit of time, and then check to see what effect your changes had.

For increasing overall website conversion, you can use A/B testing if you have enough traffic, but make sure the changes are dramatic enough to give you statistically significant results. Otherwise, you can make adjustments to your website and watch the conversion rate for your desired action, and keep the changes that appear to be correlated to an increase in that conversion rate.

Right now, I’m particularly interested in using customer feedback to improve marketing messages. If you can, survey your customers and learn why they purchased the product in the first place, and what they love most about it. Chances are, you’ll find ways to market your product that you never before considered, and other people will connect with the messaging you hear from your customers … and therefore you will increase your conversion rate.

As far as improving email and social media conversion rates and engagement, I recommend categorizing your emails and posts by topics and attributes. I do this frequently with the emails we send to customers — What was the main message? How long was the subject line? Where was the call-to-action?

After you categorize your content, take a look at the engagement metrics for each category. You might find that when you post about a certain topic, your audience responds better, or that video posts on Facebook get more likes.

When I first started at Rainmaker Digital, we found that placing the call to action higher in the email content resulted in more clicks. And, sure enough, we were able to increase our overall click-through rate by making sure we put the primary CTA within the first few paragraphs.

Thank you for that insight Loryn. I’ll piggy-back quickly on a couple of points.

First, as to Loryn’s comment about improving our email click-throughs, she’s absolutely correct. This was one of the first helpful pieces of data she brought to me after just a few weeks on the job. We had typically waited until the end of the email to introduce the CTA link, but moving it higher in the email has helped us to achieve greater click-throughs and, crucially, more sales.

I also think what she said about customer feedback is absolutely essential. And if you aren’t selling a product yet, think more in terms of audience feedback. Not only will you find out what people like and even dislike most about what you’re doing, but you will get to hear it in their own voice. And the best way to get more people like your best current audience members or customers, is to find out what moved the needle for them, how they describe it in their own words, and then highlight that feature and benefit in similar language in your copy. That’s an age-old copywriting technique that worked then, still works now, and probably will work 2,000 years from now.

Good luck Rene, as you work to improve the engagement and conversion on your website. Please send me a tweet or an email and let me know you listened to this episode, and you can send me any follow-up questions you might have as well.

If you have a question you’d like to submit for one of our Q&A episodes, please go to studiopress.blog/submit-your-question/ and use the form to submit. You can find that link in the show notes for this episode, which is always available at studiopress.blog.

Before I go, remember to activate your free subscription to our curated weekly email newsletter, Sites Weekly.

Each week, I find four links about content, design, technology, and strategy that you don’t want to miss, and then I send them out via email on Wednesday afternoon.

Reading this newsletter will help you make your website more powerful and successful. Go to studiopress.com/news and sign up in one step right there at the top of the page. That’s studiopress.com/news.

I’ll talk to you soon.

Join me next week, and let’s keep building powerful, successful WordPress websites together.

This episode of sites was brought to you by StudioPress Sites, which was awarded “Fastest WordPress Hosting” of 2017 in an independent speed test‏. If you want to make WordPress fast, secure, and easy — and, I mean, why wouldn’t you — visit studiopress.com/sites today and see which plan fits your needs. That’s studiopress.com/sites.

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