You can scour the Internet and find a never-ending supply of marketing tips and advice to implement on top of your current marketing strategies.
Whoopty freakin’ do…
The overwhelming majority of the advice is focused on tactics around optimizing tiny bits of your overall marketing strategies.
Tactics are cool but rarely do folks go back to the fundamentals of marketing.
All the noise on the Internet tends to lead marketers down the never-ending rabbit hole of micro-optimizations. These micro-optimizations tend to be very tedious things to implement with a very minimal return.
Do you want more bang for your buck?
Here is the one thing you need to remember, the one immutable truth in online marketing:
The easier it is for someone to complete a task on your site, the more likely they are to complete that task.
A.k.a. Make things easy & kill friction wherever it exists.
The effort you were going to waste in that “awesome” Instagram campaign should be put to better use by walking through your site and identifying unnecessary points of friction.
Ask yourself these questions to identify points of friction:
- Have you been through your website recently? Do you have multiple conversion points setup talking to prospects at ALL stages of the buying cycle?
- How does your cart checkout process look? Are they extra form fields or clicks that the user must take to finally hit that buy button?
- Is your site easy to read? Is it easy to navigate? How do you know? Test it.
- Can people reach you with having to pick up a phone and dial your number?
- Are you documenting frequently asked questions?
- Do your landing pages forms ask for too much information?
- Can people one-click follow you on a variety of social platforms?
- Do your highly-trafficked pages have relevant calls to action on them?
There are many other things to consider, and they will be pretty specific on a per-website basis.
Use common sense. Really think about antiquated, slow, and sucky things about your current website and fix them.
Put yourself in the shoes of a person who has little time to learn every nook and cranny of your site and wants something NOW. Then give them what they want.
Making everything on your site as easy as possible to do will get more people completing those actions. It’s simple.