The Everything-PR Public Relations News Brief – EPR PR Blog
There are plenty of different ways that companies can encourage their website visitors to convert. That doesn’t always have to mean generating more sales, and instead can sometimes mean getting website visitors to join an email list, sign up for an ebook, or book a demo, for instance. One of the reasons why companies should be using pop-ups in their conversion strategies is because they have high conversion rates. By using pop-ups companies can reach the right customers at just the right time by using targeted pop-ups. Companies can also use split testing in their pop-ups to figure out which pop-up is generating the best performance on their websites. During a time of decreased attention spans, pop-ups are a useful way for companies to grab the attention of their website visitors, and one of their biggest advantages is that search engines don’t punish websites that use pop-ups if they’re used correctly.
Making visitors stick around
Most website visitors tend to leave the websites they visit without taking any action. That action can be anything from signing up for a newsletter to making a purchase. The best way that companies can improve their conversion rates is by keeping their website visitors stick around their websites for a longer period of time. This gives companies more time to convince those visitors that the company is worth their time. One effective strategy to use for this goal is pop-ups. This type of pop-up should be unobtrusive, focus on the value that visitors are going to get by sticking around, and have an attention-grabbing call to action button.
Generating sales
Instead of showing a pop-up to every website visitor, companies can specifically select to target website visitors who decide to abandon the website without converting with a pop-up. To do that companies have to use exit-intent software, which tracks the location of the cursor of the website visitors. This helps companies figure out when a visitor is moving to close the website, or select the back button and leave the page. Can target those website visitors specifically to get them to convert instead of bounce from the website.
Qualifying leads
One of the biggest challenges that companies have is generating leads and website traffic, which is where pop-ups can come in handy. To qualify leads, companies should use plain-looking pop-ups that aren’t meant to grab the attention of visitors. Instead, they should simply ask them whether they’re ready to convert. The goal of these types of pop-ups shouldn’t be to promote sales or increase leads. It should be to separate website visitors who are looking to convert from website visitors who are in the earlier stages of their buying journeys.
Boosting website presence with SEO
It’s not always easy for companies to keep track of the latest SEO trends and strategies. Between the evolving innovation and updates to search engine algorithms, it frequently feels like the goalposts are constantly moving in this industry. However, the goal of every SEO strategy has always been the same: boosting a company’s website presence in relevant search results pages.
Headlines
One effective strategy to get more potential customers to visit a company’s website and help that website rank higher is using headlines that are too compelling for people to resist. Plenty of research has gone into figuring out the best formula for creating attention-grabbing titles. According to a recent study that analyzed about 5 million headlines, the highest click-through rate came from headlines with emotional titles. It’s important to remember that emotional titles can drive click-through rates to a certain point. Companies have to balance this carefully because creating too many emotional headlines can make them end up creating clickbait content, which search engines punish.
Video content
Most people that use search engines have likely come across a video in one of the featured snippets of their search results. These types of results tend to show up whenever people look up guides or instructions, and the best way to present those instructions is in a visual manner, through video content. Most marketers expect Google to continue incorporating video content into its search results, which means companies have to start using video to attract visitors.
There are several ways that companies can optimize their video content that they upload to YouTube for SEO. One of those ways is by adding chapters to the videos that are uploaded to YouTube. Adding chapters can help companies break up each video into different sections, which is generally done by topic. This additional context allows search engines, as well as video viewers, to better understand the contents of every video. It also makes it easier for search engines to use different clips from that video in the featured snippets on results pages. Companies can also use closed captions to help both YouTube and Google understand each word that’s said in videos. Although YouTube automatically generates captions for every video, those aren’t always accurate, which is why companies should be adding their own captions manually. Lastly, companies can optimize the video title, description, and tags using SEO best practices, and embed videos into their business websites or blog posts.
People also ask…
When browsing search results on Google, users can see another section, titled “People also ask”. The section tends to be in a prominent position at the top of the results pages, and when companies show their content in that section, it increases their SEO success. The best way to do that is to identify longtail question keywords that many customers are using when looking up relevant information, and include those questions in the company’s page headers. Alternatively, companies can use a frequently asked questions section at the end of their website to summarize key points and increase their chances to be featured in this section.
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