My hope is that a few of these will be valuable for your campaigns. So no one not having your call to action above the fold.
So what does that mean? It means that you don’t have any any indication to the user when they first land on the page and before they scroll down what they should be doing when they finish that page. So you want to put a button, a form fill or something up above the fold? Right. Is the user’s landing on the page to set an expectation that, hey, once you’re convinced by everything here, here’s how you’re going to take action. This is what you’re going to do next. And then everything else builds back to that and reinforces that action. The second thing that I see frequently, and it’s not nearly as easy, is not optimizing for page speed. Now, we all know that site speed is important. None of us like dealing with slow moving Web sites. However, I see site speed optimization projects often getting pushed off because they’re time consuming and they can be expensive. A thorough site speed optimization may require changes to Web site technology or even features, and it’s not always easy. Still, it’s important because every second of additional load time has a direct impact on your conversion rates. The third optimization mistake that I see regularly is not considering your mobile experience first.
Now, a lot of us will be familiar with a mobile, responsive website, but I’m talking about thinking about things mobile first. And what does that mean? Well, let’s consider that mobile users may need content arranged a bit differently. They may expect a different conversion opportunities, such as phone calls versus form fields. They may have different questions about the product. It’s not enough to be mobile, responsive, which just squishes all your desktop content into a column. For example, we had a client where our desktop call to action was in the pages sidebar and on a mobile device. The sidebar was placed below all of the content. So you had to read everything else on the page before you saw the call to action number for not optimizing your metadata conversions. Don’t actually start on your landing page, convert and start way back in the search results page. When you set the right expectation for the purpose of the page and the action you want the user to take when they get there. Oftentimes when we’re optimizing our metadata, we get too concerned about trying to optimize for search engines and cramming keywords in there that don’t necessarily flow together. So that a real expectation for the page or help the user determine the next action they should take. So put the user and the intended action first with just enough keywords that the search engine knows what you’re trying to present fifth and final. And this is probably the case for for the majority of us out there. We’re not yet properly tracking or valuing all conversion opportunities on the site.
What does that mean? Well, imagine you’re a lead gen company. You may be hyper focused on form files from specific pages, but to get the full picture of engagement on your website, you should be tracking and valuing all meaningful user interactions, including phone calls, chat engagements, email clicks, PDF downloads, newsletter sign ups and more. These will give you a more complete picture of how users are engaging with your content, where they are in their conversion funnel and what to do next to generate a lead. You may be getting more calls than forms without realizing it and need to work on your inbound calls procedures to turn more of that into new business. So again, the top five zero mistakes that I see regularly are one not putting a clear call to action above the fold to not optimizing for site speed.
Three. Not taking a look at your website from a mobile first perspective for not optimizing metadata for your pages. And five, not properly tracking or valuing all the conversion and engagement opportunities on the site.