Online Marketing Blog

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The fancy term for this is “internal linking strategy.” However, that’s more for the search engine optimization greeks like myself. This step-by-step explanation should help you increase your conversions over time while giving your visitors what they really want from your website.

1. Use Analytics to Discover Your Most Popular Pages: In your analytics program, find out which pages were the most popular for November. Make a list of the top five. (An excel spreadsheet works well for this task.) Do the same for October and September. If you see a certain page popping up more than once in the top five over those three months, then you know it’s probably not a fluke. Keep in mind that if you had a promotion going on for a certain URL on your site, you could end up with a “false” result for that page. Most likely, a promoted page won’t work well for this exercise.

2. Decide Upon Your Desired Action: Think about the desired action you want people to take. Do you want to sell a book? Do you want people to sign up for your newsletter? Do you want them to request material? In my client’s case, the desired action is a material request. That is how they start their sales process. Right now, the material request form is not on the most popular page of their website. Their most popular page is “products” and their call to action is only on the contact page.

3. Use a Call to Action: Add the call to action to the top five most popular pages. Assess if this call to action will fit in with the content of those pages before you do it. If the call to action would be way off base for a certain page, you may want to leave that one out or alter your call to action to fit in with the page’s content.

Bonus Step:
Track Conversions: It’s vital that you track the results, so you can see if you are increasing your conversions. (Conversions basically means getting visitors to take a certain action.)