Optimization can be exhausting. Most business owners already have so much on their plate that optimization is the least of their worries. Before flinching at the very thought of optimization, consider how much more efficient it can make you in the long run! If you’re not constantly looking around every corner for optimization opportunities, then this blog post is for you! Here are 4 things that you should constantly be optimizing and how to do each one:

1. Landing Pages. Through your landing pages, you are collecting information you need to qualify that visitor as a lead and information that allows you to better personalize your approach of reaching a target audience. With this information, you can create dynamic website content that appeals to your audiences’ specific interests and needs. If you are looking into implementing landing pages optimization, then here are some things to consider.

Do your landing pages let your audience know what you’re offering and why it’s valuable after three to five seconds of seeing it?

Is your headline attention grabbing?

Do you have a relevant image? Images not only grab the attention of your visitors, but they spark interest.

Have you gotten rid of the distractions on your page? Distractions can be anything like an external navigation or an additional call-to-action.

Do you offer social sharing to your prospects?

Once you identify and target your weak landing page areas, do an A/B test!

2. Conversion Path. What exactly is the conversion path? This is basically the step-by-step series of clicks that a visitor goes through on your website from start to finish. For example:

A visitor sees your Facebook status update, so they go to your landing pages. They see something they like on your webpage so they add that item to their shopping cart. When they are ready to check out, they go to the billing page. When their purchase is finalized, they are directed to the order confirmation page.

It’s important to understand how all of your pages work not only individually but together. You can place all the best players on a football team, but if they spend the entire game butting heads, then their victory will be unsuccessful. Similarly, if a visitor moves from one page to the next on your website and becomes confused, then your business is likely to lose that prospect for good. Your website is the root of your online presence; so optimizing your website’s conversion path so that it is effective and efficient at meeting your customers’ needs. Start on it immediately!

First, map out all your site’s possible conversion paths. Are there are any paths that are dramatically under-performing? Take what you’ve learned from your over-performing paths and apply it to your paths that could use a little work. Look at your site analytics to discover which content is attracting the most leads and driving the most conversions. Experiment with new call-to-actions and see what your prospects respond to most.

3. Your Value. The value you propose to your prospects should be the overall message you want them to take from your business. It should make your business stand out and let someone know why they should make a purchase from your company, among the many others out there that claim to do the same thing as you.

Since the value proposition is generally the first sentence that your visitor will scan on your website, it’s important to optimize this statement. You need to experiment with different wording and different ways of addressing your company’s services, products or key values. It only makes sense to test this sentence to make sure your conveying the right message.

4. Your Content Marketing. The content you use are the words that populate your website and marketing campaigns. All your content gets you found by your target audience, educates your readers on your products and services and move them through to the next step in the sales funnel. You’ll use content to attract and convert customers, pull people to your website, blog and other online platforms. The language and tone you use is the thread that ties all your marketing channels and websites together; so be consistent with that.

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6 Parts of Your Marketing You Should Always Be Optimizing