We want all businesses, whether large or small, startup or established, to have the most successful lead generation, inbound marketing, and social media strategies possible. Fortunately, in startup mode ourselves, we’re learning on a daily basis what to do, and what not to do, to achieve fast growth. This is the first in a series of posts about practical, easy-to-implement strategies to take your business growth to the next level.
A couple of weeks ago, the socedo.com homepage went through a technical redesign. The content of the page is almost the same, but you may notice a new visual feel: a softer hero image to make the headline pop, new call-to-action buttons, and a cleaner overall layout.
However, the updates run much deeper as well. We optimized our landing page to be mobile responsive. Go to the landing page and click the “restore down” or “resize” button on your browser, then drag the window smaller or wider. Watch as the elements rearrange themselves for a best fit on the screen. Notice how the call-to-action button moves down when the header texts wraps to a second line.
Now click on one of the CTA buttons, either on the landing page or on the blog sidebar to the right, and try resizing our new signup page as well. Watch as extra information goes away the smaller you make it, until just the signup form fills the screen.
We think it’s pretty cool (and by all means, if you see any issues with it, let us know!), but it’s much more than cool. It converts. By ensuring our landing page is optimized at any device size, we have doubled our conversion rate. That’s right, doubled.
It takes less than five seconds for a majority of Internet users to bounce from a site—clicking the back button without engaging on the page—and the way a page loads is the number one reason for bouncing.
Did you know that mobile devices now drive 42 percent of organic search traffic? Brett Relander has some more great tips over on the Launch & Hustle blog for Foolproof Ways to Engage Your Customers with Mobile Marketing, including the importance of QR codes and click-to-call buttons.
Of course, we test our changes as well. Here’s something else you can try on our landing page, but you’ll need a friend or two to make it work. Visit socedo.com on separate devices. Notice anything different? We’ve been A/B testing the placement of two elements on the page: the customer testimonial quotes and the industry publications. We want to know which element will provide a higher social proof to prospective customers, so we know which one to emphasize at the top of the page.
It’s still too soon for us to see a clear result from the A/B test, but no result may end up being a result in itself! If our layout changes don’t have any impact on the conversion rate, then we’ll know to try something else.
Secret to Success
There’s a reason why our most successful customers already have great landing pages. Socedo can drive hundreds of leads each day to your website, but those leads mean little if your landing page isn’t optimized to convert them. Check out this post for tools that can help you build landing pages.
Landing page optimization is about the fine details, but small changes at the bottom of the funnel yield large changes in overall growth. If you’re driving 1,000 unique visitors to your landing page each week, and 3% are clicking your call-to-action, that’s 30 new customers. But even if you keep the same traffic and only increase that conversion rate to 5% by improving your CTA, you now have 50 customers every week. 20 more customers for such a simple change! That’s why landing page conversion rate is our first small step to large growth at Socedo.