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How to Use Consistency for Conversion Rate Optimization

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Posted by: Travis McGinnis on Tue, Apr 03, 2018

Click bait can be quite the letdown. Nobody likes to be duped into clicking on something that doesn’t deliver what was promised. At best, it feels like a waste of time, at worst, it feels like deception. Both provide a poor user experience. You know what else can cause a poor user experience? Failing to optimize between conversion funnels.

Casting a wide net to generate leads for your business is an important part of inbound marketing. That net can include email marketing, blogging, paid search, social media, calls-to-action on your website, and even traditional marketing.

We know it’s important to optimize content for better conversion rates. Each type has its own conversion funnel and associated best practices.

How to Optimize Between Conversion Funnels

For example, to optimize emails, you’ll need to consider things like subject line and preview text to get users to open the email. Once they’ve opened it, you need to optimize for the click back to your website or landing page. 

Too bad users don’t occupy one funnel. Instead, users are constantly jumping between funnels. They could click a link on your Twitter page one day, receive an email the next day, and come directly to your website to read some blog posts the next day. How do you ensure they have a good experience? 

Consistency is Key

Users interact with your brand in multiple ways, so you need to ensure you’re being consistent with your messaging.

Here’s what I mean: let’s say you have an eBook offer on your website entitled The Ultimate Guide for Conversion Rate Optimization. From that eBook, you’ll have several other elements to create:

  • Landing Page – the hub for your eBook. This page contains the value proposition of the offer along with a form to fill out so users can download it.
  • Thank You Page – once users fill out the form, they’ll be directed to this page to download the offer. It’s good practice to also include related links and the “next step” CTA for whatever you want the user to do next.
  • Follow-Up Email – this is similar to the thank you page. It lands in the user’s inbox immediately after filling out the form. The email will contain a link to download the offer at any time.
  • Calls-to-Action – these are placed throughout your site on pages and blog articles that relate directly to the offer. There’s a whole science behind creating the perfect CTA.
  • Social Media Posts – to share your offer with the world, and send them back to the landing page.
  • Email Workflow – a targeted series of emails to nurture your existing contacts who have taken previous actions with your brand that would indicate they might be interested in your eBook.

That’s six funnels from just one offer. I’m not even going to get into optimizing paid search or traditional advertising funnels. These six are plenty for this post. As you can imagine, that’s a lot of copy to keep consistent. So … where do you start?

The Landing Page is Home Base

The copy and imagery on your landing page should feed the look and feel for everything else. Utilize elements from your offer to create the landing page, too. This way, when users download the guide, they’ll see and read aspects of your marketing they’ve already been exposed to, and it will re-enforce that they got what they were expecting.

Use the landing page to craft your call-to-action buttons, social media posts, and email nurturing workflows. Use the same words, phrases, and images across the board so everything is consistent between your conversion funnels.

It may feel redundant and silly to you, but your users won't be bothered. Even if they do notice, they'll notice how consistent you are, which is much better than the alternative.

What Does this Look Like?

Let’s use possible CTA button copy for this offer. Again, it’s called The Ultimate Guide for Conversion Rate Optimization. Here are two possible calls-to-action to promote it:

Does Your Website Need Some Help? Download our eBook to Find Out.

Not Converting Leads? Download our Ultimate Guide to Fix it.

Both of these would be fine CTAs on their own. But, they’re not on their own. They need to work in tandem with the landing page and offer. Knowing that, which one is most consistent with the offer?

The second one. But why?

The first one is vague. "Website help" could mean anything. Plus, the offer isn’t an eBook. It’s a Guide. Yes, I know they’re technically the same thing, but avoid using those terms interchangeably for a single offer. If it’s a guide, then call it a guide everywhere. Don’t use "guide" on your CTA, "eBook" in an email, then use "guide" for a social post.

If it’s a case study, then call it a case study, not a customer testimonial.

If it’s a whitepaper, then call it a whitepaper, not an info sheet.

Interchanging what you call your offer will confuse your users, and that’s the last thing you want to do.

Some Pro Tips

The above example was a simplistic look at optimizing between conversion funnels. In real life, it’s much more complicated, and the copy will be quite a bit more involved than just a short headline. That said, here are some things to keep in mind.

  • Don’t sensationalize. It can lead you into click bait territory.
  • Keep your naming conventions consistent. This applies to your page URLs, landing page names, and email names. 
  • Keep it simple. If you can say it in 10 words, then don’t use 20.
  • Don’t be cutesy. Using creative copy is all well and good, but always choose effective over creative.
If there’s one thing you should take away from this post, it’s this: be consistent above all else. Inconsistency is the enemy of optimization.
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Travis McGinnis

About The Author

Travis McGinnis

I’m passionate about making things happen for our clients, thus generating real and quantifiable results. As the Technical Marketing Manger, I have the joy to touch nearly every aspect of our clients’ inbound marketing efforts. From social media, to blogging, to PPC to lead nurturing, and email marketing. I love generating new ideas and then watching them come to life. In my free time, I brew my own beer with my dad and brother, play with my kids, go on dates with my wife and occasionally get a little gaming in.

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