More often than not, a marketing strategy aims at multiple goals. While we celebrate reaching milestones, we must analyze where improvements are needed.
For one of our clients, we developed a personalized email program for their large B2B list. Over six months, their website traffic soared by over 500%! Additionally, their website lead conversion rate increased 4X. While these results were promising, we noticed an issue.
The conversion rate did not scale with the traffic increase. Although traffic surged, the volume of sales-ready leads fell short of expectations. So, we investigated further.
We observed high open and click rates on the email campaigns, indicating substantial site visits. However, newsletter signups and contact requests were lower than desired. To address this, we began asking key questions:
- How can we motivate more people to sign up on the form?
- What might be missing on the landing page preventing them from moving forward?
- Is our assessment of the quality of traffic from these lists correct?
- Are our emails reaching decision-makers?
- Is the website signup form user-friendly, mobile responsive, and traceable?
- Can we collect data to identify where visitors leave the website so we can understand why?
These questions guided our strategy for improvement.
This process is common for businesses, but each requires a tailored approach. Understanding the underlying issues is essential to avoid resource waste and achieve better results.
Stay tuned for more insights from this process.
Have you faced a similar challenge, or are you dealing with this now? Contact our team to discuss your experience and brainstorm strategies.
