Practical Ways to Implement A/B Testing on Conversion Funnels

A conversion funnel is what we call the path a user follows to convert on a landing page. You can read more about the basics here, but the parts that make up a conversion funnel are the CTA, Landing Page, Thank You Page, and the Thank You Email. As marketers and business people, we want people to convert, but sometimes our marketing underperforms or our guts say that good performance could be better. So then we test. Here are practical ways to implement A/B testing on conversion funnels and improve their performance. 

Implement A/B Testing

A/B Testing CTAs

CTA testing in HubSpot could not be any easier. By creating two versions of your CTAs- A and B- HubSpot will naturally serve the CTAs equally. When running multivariate CTA testing, we’re focusing the majority of our attention on the Click Rates because clicks are the main goal of a CTA. Submission rates are a secondary factor because they are mostly an indication of your landing page performance. The caveat here is relevance, though. High clicks and low submission rates can be an indication that the promise of your CTA is incongruent with that of your landing page. The messaging of one or the other may need to be adjusted. 

Not all leads are created equal! Download our Lead Scoring Guide to learn how to automate your lead qualification.

In this example, version A and B were created at the same time. After a few months of testing, both have nearly identical views, but the clicks on version B are a full percentage point higher. At this point, since we have a decent amount of data, it might be time to create a new version “A” to see if we can beat or at least match version B.

Implement A/B Testing

A/B Testing Landing Pages

HubSpot also makes implementing A/B testing on landing pages super easy. What you’re looking at when testing landing pages are submissions. WordStream tells us we want 10% or higher to be considered among the best. Some of the things you could vary are your headlines and copy. You can even try testing the medium of your offer- guide vs eBook vs infographic etc.- to see what your audience is more compelled to utilize.

One of the biggest advantages to A/B testing a landing page is to see how the length of a form affects your submissions. As marketers, we of course want as much data as we can get, but we also know that there’s a breaking point in what we request. High-value offers have a higher threshold for longer forms. To test, create two variants of your landing page- one with a shorter form and one with a more complex form- to find out where your persona’s threshold is. If you can get away with having a longer form and requesting more information without your submissions rates suffering, go for it.

If you’re not sure where to start with your landing page testing, you can try setting up heat mapping to see exactly how your users are interacting with your page. You might find people are leaving right away (a better headline or more appealing design, perhaps?) or abandoning the form (shorten that sucker up!). Bounce rates can also indicate where to start.

Bonus: are your landing pages optimized for SEO? Learn more about it here.

A/B Testing Thank You Pages

You create Thank You Pages (TYPs) variants the same way you do Landing Pages in HubSpot. So what are you looking for here? Engagement. You want people to access their offer (via a link or a button) and then go on to engage with the site. This is where you have the opportunity to move them through the funnel or charm them with delight. You can create full variants of your TYP or try testing a CTA within your TYP as we discussed above. 

A/B Testing Thank You Emails (Kind of)

Thank You Emails are the automated emails that send after a user submits a form. They can be set up directly on the landing page form or via a workflow. Unfortunately, you cannot implement A/B testing of automated emails in HubSpot. But, there are a few ways to get around it. What you want to measure by testing thank you emails are your open rates and click rates.

Lead Scoring Guide

Open rates are correlated to the strength of your subject line. To test, benchmark your current views and opens then manually make and publish your updates to the same email. Allow your updates to gather data and then measure performance against your benchmarked data. Rinse and repeat.

You can test the click rates in your thank you emails by creating multivariate CTAs as discussed in the CTA section above. You can also manually update the copy and hyperlinks to your “next step” offer (whatever action you’ve included in your TYE that you want your user to take next such as downloading a different offer or contacting you for a consult). Benchmark your stats and revisit often to check the efficacy of your updates. 

Content Optimization: How to Optimize Existing Content

Wouldn’t it be nice if your content was set it and forget it? Technically, I guess it could be, but you’d be remiss not to optimize old content. Why? Because everything changes- SEO rankings and trends, competitors coming in and out and all up in your space, your own products and strategies… 

So, here is a step-by-step process on how to optimize existing content. Don’t go about this all willy-nilly. I promise that if you put a little thought and strategy into a plan, your optimization process will go much smoother with better results.

Optimize existing content

Start with Strategy

Before you begin, think about how (or if) your marketing strategy has changed. Have your personas changed or do you know more about them since you first published? Have you honed in on a specific niche or decided that your niche was actually too small? If you know your objectives well, this step will be easy. You may need to do a little research into your strategy docs, but you won’t otherwise need to do anything concrete here.

Now you need to plan out what content you will be optimizing and how you will be optimizing it. What’s the goal of the content? Conversions? Traffic? Let’s look at CTAs, landing pages, and blogs specifically.

Turn your website into a lead machine. Get our free guide. 

Optimizing Existing CTAs

The goal of a CTA is a click. Therefore, look at your all-time click rates for all of your CTAs. According to Niel Patel, a good click-through rate of a CTA is about 3%. You can either optimize all of your CTAs below 3% or you can start with a chunk of the lower performing ones. How to proceed with your optimization plan will depend on the answers to the following questions:

Questions to Ask on CTA Performance:

  • Location:
    Where is the CTA located? Do I need to add it to more places? Is it getting exposure on those pages or is it buried in the noise of other content? Is it still relevant to those pages?
  • Design:
    How’s the creative? Is it similar to other CTAs? Are those CTAs performing?
  • Root Cause:
    Continuing off the previous bullet, do I think it’s the CTA design or is it what I’m offering that’s ineffective? Do I need to rephrase? Ie- Schedule Your Free Consult vs Contact Us & Start for free.
  • A/B Testing:
    Do I already have A/B testing setup? If so, consider replacing the lower performing of the two and leaving the other as is. If you don’t have A/B testing set up, decide whether you want to replace the CTA entirely or add an option B. (Hint: we think A/B testing is the bee’s knees!) Know that A/B testing will take longer to get meaningful results for smaller audiences.

Optimizing Existing Landing Page Content 

Traffic to your landing pages (LPs) will mostly be addressed in your CTA optimization with the exception of any LPs you have linked in your site’s navigation- like contact us. So, let’s focus on optimizing landing pages for conversion, as that is their main goal. Pull analytics on your landing page views, conversions, and conversion rates. According to WordSteam, the average landing page converts at around 2.35%, but your conversion targets should be 10% or higher. 

Optimizing your landing pages is going to focus on your content and the form + CTA. 

Questions to Ask When Optimizing Landing Page Content:

  • Copy:
    Are you clearly describing your offer? Try rephrasing and/or rewriting your headlines and bullet points. Don’t forget about keywords.
  • Relevance:
    Is your offer still relevant? Optimizing won’t fix the problem, but you might be able to get away with reframing the offer until you’re able to replace it.
  • Image:
    Do you have an image? Is it generic or does it depict what you’re offering? Check your alt tags while you’re at it.

Questions to Ask When Optimizing a Landing Page Form:

  • Form Length:
    Are you asking too much? The amount of requested information should be an equal ask to the value of your offer. A super valuable piece of content will have a higher tolerance for a longer form. Conversely, an overly long form will turn people away if your offer isn’t uber valuable.
  • Form Button:
    Does your button match the offer? Consider making buttons like ‘submit’ into something more specific.

Additionally, heat mapping can be a valuable tool for landing page optimization.  There are several free tools available on the market. With heat mapping, you can see how actual users are engaging with your landing pages. These can give you direct insights into what’s preventing conversion from occurring. Here are some more tips on building a landing page that converts.

Optimizing Existing Blog Content

For blog optimization, we’re going to look at a few different things in combination: internal links, keywords, traffic, and conversions. 

Blog Internal Link Optimization:

Pull out your handy-dandy content audit workbook for this section. The content audit is a document that lists the title, description, type, and URL for each piece of inbound content you have. Having this document will be an easy way to reference all of your blogs and offers in one place. If you don’t have one, pull up your blog listing page and CTA dashboard within your CRM. 

Read through your old blogs and add hyperlinks to your new content where relevant. Same with your CTAs.

Questions to Ask on Optimizing Blog Content:

  • Offers/CTAs:
    Do I have a new, more relevant offer to add to this blog? Before you replace an existing CTA, check if it’s working first. Is a smart CTA a good option where CTAs are working?
  • Blog Links:
    Do I have new, relevant blogs to hyperlink?
  • Bonus:
    Are my external links all working?

Blog Traffic and Conversion Optimization:

One of the main goals of blogging is to draw in organic traffic and the other is for your blogs to lead to engagement and conversion. Break out your analytics again to look at those stats. 

  1. Pull a list of the top converting blogs and plan to optimize for better traffic. 
  2. Take the top trafficked blogs and plan to optimize for conversion.

Questions to Ask When Optimizing Blog Traffic:

  • Quantity:
    How much traffic are my blogs getting? Where is it coming from? Has traffic increased over time? This is a sign that it’s starting to pick up steam with SEO. Give it a little push. Has traffic decreased over time? This might be a sign your content is outdated or that your persona’s keywords have shifted to other topics.
  • Keywords:
    How was this blog optimized for SEO initially? Could the keywords use a heavier hand? Sprinkle them in. But also consider if your keywords or phrases changed since this was published. If so, make the appropriate updates to match your new strategy. Here are some tips on finding keywords.

Questions to Ask When Optimizing Blog Conversions: 

  • Opportunities for Conversion:
    Where are your conversion opportunities placed within your blogs? Make sure you have one within the top ⅓ of the blog and then about every 300 words after.
  • Relevance:
    Are the CTAs in your blogs performing on other pages? Use this as an indication of relevance and placement. Switch CTAs out if indicated (reference your content audit workbook again!).

Monitor Your Content Optimization Strategy

After you’ve optimized your existing content, keep an eye on it. With any luck, your updates will pay off. However, it is possible they could have a reserve effect. If you set up A/B testing or smart CTAs anywhere, you’ll want to monitor those and potentially make additional optimizations based on your results.

inbound campaign checklist

Key Takeaways on Optimizing Existing Content

  • Make a plan before you start. Consider your keywords, persona, and goals for each content type.
  • Add new content into the old: find places in blogs to hyperlink to new content and replace old CTAs with more relevant offers if they exist.
  • Consider your keyword strategy and search rankings- add key terms into your content to generate more traffic. 

The Conversion Funnel: Inbound Marketing Basics

Conversion funnel by definition can mean a few different things depending on the source, but here at Lake One, when we talk about conversion funnel as it relates to an inbound marketing program, we’re talking about the call-to-action, landing page, thank you page, and follow-up email that supports our inbound efforts. 

Read on to learn more about the key components of a conversion funnel along with some insider tips for implementation.  

conversion funnel

Call-to-Actions

With content consumption at an all-time high among consumers, Call-to-Actions (CTAs) are uber important. 

In Marketing, a call-to-action (CTA) is an instruction to your target buyer designed to provoke an immediate response. Figuratively speaking, CTAs are a hand wave or an arrow saying, “Hey! Look over here. We have something you might like!” 

CTAs use action words to direct the user. For example, ‘download this white paper now’, ‘click here’ and ‘watch the video’. There are so many examples of CTAs, but a few elements stay consistent across the board.

  • Headline: Write a header that makes it clear and easy to see what it is you’re offering.
  • Sub Header: Explain the value to the user of what you’re offering, but keep it concise. Space is limited. 
  • Image: Include an image that relates to what you’re offering to catch the user’s eye and add additional context.
  • Action Words: Here’s where you actually say what action you want the user to take (download here) typically called out by a button or highlighted differently in some way.

Below is an example of a Lake One’s CTAs. Go ahead. Click on it 

LinkedIn Marketing Guide

Landing Page 

Although the majority of B2B businesses are using landing pages, not all landing pages are created equal. 

Landing pages are different than your other website pages for a few reasons and should contain at a minimum, the following elements.

No Page Navigation

Landing pages should be designed to be lean mean converting machines and the full navigation menu can distract users. We want them to submit the form and get down to business. 

Above the Fold

Keep the main gist of your offer (body copy, image, form, CTA, etc.) above the fold. If the CTA is below the fold and requires a scroll, conversion rates could suffer. You want to make it as easy as possible for the user to convert.

Landing Page Copy

The copy should have a header, a subheader, a few sentences that explain your offering in more detail, and then roughly 3 – 5 supporting bullets that talk about the user benefits of your offer and what the user can expect by submitting the form.

Image

Include an image on your landing page that depicts the offer. The image should be sized appropriately and placed in close proximity to the copy and the CTA making sure to add value and not distract the user from converting.

Here’s an example of the type of image we like to use. Click to see the full funnel in use.

conversion funnel

Form

Forms are an absolute must. They are the method you’ll use to capture the lead’s information in exchange for whatever your offering. Make sure that your ask matches the value of the offer. For example, if you have a form 10 questions deep for an infographic, you’ll likely scare away your user.

Insider Tip: My favorite form field is ‘Role’. Role is imperative because it essentially identifies the lead by persona. Role identification allows us to better tailor our workflows, and, not to mention, it gives us better insight into who is actually submitting our forms and engaging with our content. Oh and the bonus is, we’ve found that ‘Role’ is a light ask for the user as it doesn’t hold the same trepidation that company name or phone number can.

Needing help setting up your conversion funnels and forms might be a sign it’s time to hire a digital marketing agency. Learn about the other indicators here.

CTA 

All landing pages must have a CTA that’s clearly visible and intuitive to the user as to what they’re getting and what step to do next. 

Truthfully, the above just scratches the surface on the information available on landing pages and best practices. Here is an awesome infographic by Unbouncedescribing additional elements of a landing page if you want to learn more. 

Thank You Page

Some conversion funnel implementations don’t use a ‘Thank You Page’ (TYP), but we are big fans. In short, a TYP is just that- a page thanking the now lead for submitting their information via the form to obtain whatever it was you were offering. The TYP also hosts an actual link to the file, guide, case study, etc. 

If you’re peeking ahead and seeing that we deploy a follow-up email that also contains the asset link and thinking TYPs are pointless, they aren’t! TYPs have an important job and here are a few highlights on what they bring to your conversion funnel:

  • Trust: For some leads, submitting information via the form in hopes of obtaining an asset can feel a little uncomfortable. They are likely wondering if they’ll actually get the asset, will they start getting spammed and harassed, etc. TYPs are a chance to build trust with your lead by showing them you’ll give them what you promised and you’ll do it fast. 

Learn more about lead follow up strategies here.

  • Conversion: TYPs have prime real estate for additional CTAs. Make sure the CTAs are relevant and helpful in aiding in the next step of the buyer’s journey. Also, insider tip: Make sure the CTAs are not interfering with the user clicking on the asset to download it. It can go from helpful to intrusive quickly.
  • Brand & Site Exploration: Unlike landing pages, TYPs have a full navigation menu and can incorporate links to the company’s social media pages as well. It’s a chance for the lead to explore more on their own.
  • Tracking: Without getting too technical for the sake of this post, the TYP is a perfect place to fire your conversion pixel for tracking. Why? Because in order for the TYP to render, the form submission must be completed. You get the lead’s info, they get the asset. Bam. Conversion.

Follow-Up Email

Follow-up emails consist of a direct link to the piece of content (or whatever the CTA promised) and then an additional CTA to interact with your brand an additional way like a newsletter sign up or to check out your blog.

The emails are pretty simple, but we send them for a few reasons. 

  • User Experience: For example, if your offer is a download of a white paper, how convenient for the lead is it to have the white paper sent to their inbox vs needing to download it and save it right away? 
  • Conversion: It opens the door of communication with the lead via email and provides them with more ways to convert and interact with your brand right from their inbox. 
  • Lead Nurturing: Simple follow up emails can be a great segway into lead nurturing as the lead will have already received their first email from you. It seems more natural after sending the high-value first email to continue a cadence.

Key Takeaways

In summary, now that you know about the elements of a conversion funnel, here are a few reminders to take with you if you put the elements above into practice.

SEO. SEO. SEO.

All conversion funnel elements must be optimized for SEO. Think images, landing pages, meta descriptions, URLs, etc. All of it. 

Optimize. Rinse. Repeat.

Nothing in marketing is set it and forget it, including conversion funnels. Let the numbers be your optimization compass. They’ll point you to where you need to focus your attention first.

Marketing is for Humans.

When in doubt, always remember you’re content was created for humans and so were your conversion funnels. Where is your eye naturally drawn? Can you understand what you’re offering quickly and easily? A little humanity gut check can go a long way.

Components of a Lake One FieldGuide: What Your Digital Marketing Strategy Includes

When we create a digital marketing strategy for our clients, what we adoringly refer to as a FieldGuide, we pour hours into research and strategy. We heavily consider every piece we present in order to create a cohesive, targeted plan.

So what’s in a Lake One FieldGuide? We clearly lay out the action steps needed to elevate your marketing to target the modern buyer and hone in on your lead gen potential. Here are the elements your Lake One FieldGuide will include. 

digital marketing strategy

Step 1. Competitive Analysis

Competitive analysis can be viewed from two angles: qualitative & quantitative. One without the other, like most things in marketing, would paint an incomplete picture. Your Lake One FieldGuide will include analysis on both ends of the spectrum for up to three of your top competitors. 

Qualitative Competitive Analysis: 

What are your top three competitors up to? How well designed are their websites and are their sites created to move the user into conversions at every stage in the funnel? Additionally, what do their websites convey at first sight? We call this the Blink Test. Do you know what they do and what their differentiator is immediately or do you need to read heavy content and scrounge around the site to find out? 

Quantitative Competitive Analysis: 

What do the numbers say? Here we look at things like the competition’s traffic + sources, domain ratings, and backlinks. Without spending an inordinate amount of time, these numbers give insight into their marketing activity and authority. It’s also a good way to see, in a numerical fashion, how you stack up.

Want to know more about Lake One? Check out our FAQ.

Step 2. Develop and Document 2-3 Personas

Before we get to the guts of your campaign, we need to understand who we will be targeting: your buyer persona. A persona is “a profile that represents your ideal customer.” We conduct research- online and offline- to understand who you’re talking to. We zero in on what their challenges are, what makes them change their purchasing behavior, and what barriers they experience. The point of this is to be able to develop a marketing strategy that addresses these elements.

We’ll create two or three personas to being. Later on, we’ll decide where to narrow the focus further once we’ve jointly considered ease of implementation, ability to get quick wins, and budget. 

3. Keyword Research

Now that we know who your personas are, we want to know what they’re searching for and what the search volume landscape looks like for your product/service. We’ll use a few different tools to find niche keyword clusters that we’ll target via content. Our goal in this research is to find keywords and phrases with high search volume and low competition. IE- while it’d be fantastic to rank your retail shoe store for “women’s shoes”, you won’t have much luck beating Amazon and Zappos. 

A Lake One FieldGuide includes keyword clusters that we can realistically target to get you ranking on relevant SERPs (search engine results pages).

4. Persona-centric Content Calendar

When we created your personas, we thought of their challenges, barriers, and drivers to change. Now, it’s time to pair those elements and questions with a content strategy. 

digital marketing strategy

Blog Campaign Topics

Personally, brainstorming blog topics is my favorite part of campaign planning. The number of blog ideas we generate will depend on the scale of your campaign and frequency of posting- whether we’ll be posting on your behalf twice a month or a few times a week. 

Additionally, the number of personas will impact how many blogs topics we need. Each persona will have their own content strategy. The topics we select as part of your campaign will seek to answer the questions, pain points, and interests you unearthed in your persona research. In some cases, we’ll actually take their concerns and turn them directly into topics. Here’s an example. If your persona poses the question, “How do I lower healthcare costs for my company?” a great blog topic might be “5 Examples How to Lower your Company Healthcare Costs.” Additionally, blogs will be matched to your persona’s needs at every stage of the buyer’s journey: awareness, consideration, and decision. 

The other things we consider when generating your blog campaign are the keywords and topic clusters we uncovered earlier in our keyword research. We’ll pair your persona’s needs with search data to create a 1-2-punch of stellar topics. 

All of this sounding good to you? Here are a few more reasons why you should work with us.

Offer Content Topics 

Next up is pairing those blog topics with conversion opportunities in the form of content offers. We’ll propose 1-2 offers at each stage of the buyer’s journey. These offers are intended to boost your lead gen and provide value to your users. We might propose an offer in the format of a… 

  • Checklist/self-assessment 
  • Guide or eBook
  • White paper, brochure, or sell sheet
  • Infographic
  • Content “Packet” that includes a mixture of the above in one offer

5. Persona Centered Lead Nurturing Sequences

Your FieldGuide at this point includes persona insights, keywords, and a killer content strategy. We’ll now present a plan to put all of that to work in nurturing sequences. What are those? You might know them as drip campaigns, workflows, or just as email marketing. When a user downloads one of your offers, we ideally want to enroll them into an email campaign that nurtures them along the funnel. A user who starts out by downloading an awareness offer would get a sequence of emails that nudge them into the consideration offer… and then into a decision offer… and then *fingers crossed* into being a customer. 

So, included with your FieldGuide are examples of the type of sequencing we’d like to do for your key offers.

6. Persona Watering Holes and Digital PR Hitlist

The last part of your campaign will be some research on where your personas hang out- their watering holes if you will. What websites do they like to engage with and who might be their influencers. These insights will lead to the creation of our digital PR hitlist. For example, if your personas spend time on authoritative HR sites, we’ll add a few to our hitlist. When it’s time to execute the FieldGuide, we’ll reach out to these companies to do things like guest blogs in order to get in front of you personas where they already are. Furthermore, this strategy generates backlinks and bolsters SEO.

Let’s start a conversation on creating a FieldGuide for you. Request a consult.

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5 Types of Digital Marketing Audits: Must-ask questions to get your audit underway

When it comes to your digital marketing program (or at times, lack thereof) conducting a digital audit can be both eye-opening and exciting. Yes, we said exciting! From your website to your content to your tech stack, audits examine it all. The digital marketing audit is your ticket to finding out the state of the state and where the opportunity is for you to make a quick splash on your modern marketing and sales program. 

So, if you think you could be squeezing more results out of your current marketing plan or are feeling a little in the dark about your tech stack, then this one’s for you. Here are the 5 types of digital marketing audits Lake One utilizes, along with some of the top probing questions we ask to kick off the process.

digital marketing audits

1. Google Analytics Audit

The primary purpose of a Google Analytics Audit is to walk-through your site’s tracking implementation and setup. It goes beyond just paid media although that does play a part. From conversion to clicks to time spent on your site, here are a few questions to ask yourself to get you started in the direction.

Questions to ask:

  1. What are you currently tracking? Are you tracking everything you need to be?
  2. Is the data you are collecting valid? Can you trust it and make decisions off of it?
  3. What are the holes? What would you like to be tracking that you aren’t?
  4. Does anything need to be fixed? Is tracking broken?
  5. Can reporting and/or tracking be consolidated to make the process cleaner?

Is your marketing geared toward the modern buyer? Download our guide and learn more.

2. Website Audit

The fact that you are reading this blog post is a strong indicator that you realize how important your website is, but in case you don’t, we’ll say it: your company’s website is uber important. A website should attract your potential customers and empower them with information, aide in their buyer’s journey, and most importantly, provide opportunities for conversion. Design is critical as well, but great sites contain more substance beyond aesthetics. 

At Lake One, we like to review websites for four main areas.

Performance

Performance can mean can quite a few things but in a nutshell, this section means, “Does your website pass the blink test?” Not familiar with the blink test? Simply put, are you able to determine within five seconds the purpose of the site, digest some content, and know what steps to take next as a user. 

Questions to ask:

  1. Is the main value proposition clear? 
  2. Is the main navigation menu clear and accessible?
  3. Is there a clear conversion path? Do the conversion paths flow through the buyer’s journey from awareness through to decision?
  4. Are there relevant resources for web visitors? Are they accessible?
  5. Do users know what steps to take next?

Content & SEO Audit

Now we start getting into the nitty-gritty, the ‘substance’ that I was referencing earlier. 

Content

When reviewing a website for content, it should be two-fold with both online and offline content. Online content encompasses all of the posts, downloadables, etc. that are accessible by web visitors; offline encompasses all of the sales assets, one-pagers, etc. that may be archived internally.

Questions to ask:

  1. Does the site contain relevant keywords that align with a clear content & digital strategy?
  2. Is the content keyword-rich?
  3. Does the content appeal to different buyer personas?
digital marketing audits

SEO

We create content for people first and foremost. But content needs SEO love to fully reap the benefits of your hard work. SEO is an ever-present tactic we weave throughout all of our digital practices; however, at its most basic, we review from both the content and website construction itself. (Click here for info on finding the SEO keywords that will be the hardest work for you.)

Questions to ask:

  1. Do the relevant page titles, meta descriptions, URLs, etc use relevant keywords?
  2. Do the above elements follow SEO best practices for character count, structure, etc.?
  3. Are the images optimized for SEO as well?

Conversion

Websites must provide visitors with an opportunity to convert. A website that’s fully optimized for conversion goes beyond a learn more button and a contact us form. You can have all the website traffic in the world, but if the website isn’t converting, you’ve got a problem.

Questions to ask: 

  1. Are there conversion pages at various stages of the funnel?
  2. Are there any CTA opportunities being missed?
  3. Is it clear what steps a user needs to take to get that information they need to convert?

3. Technical

A site audit wouldn’t be complete without reviewing the technical implementation and output of the website. Have you ever sat and waited for images to load or content to render and given up? Sure, it might have been a slow glitch in your wifi, but it might not have been. Here’s what to look for when it comes to tech.

Questions to ask:

  1. What is the site speed?
  2. Is the design responsive?
  3. Does the design render well on mobile?
  4. Are there any crawl issues?
  5. Is there a sitemap?

4. HubSpot Audit

HubSpot offers a full platform of marketing, sales, customer service, and CRM software. It’s a powerful tool that when fully utilized, can propel your sales and marketing results forward. With all that being said, we love to look under the hood and look for ways to get more out of your HubSpot subscription. We look at the following and more:

  • Landing Pages
  • Forms/Form Fields
  • Thank You Pages
  • Personas 
  • Calls-to-Action (CTAs)
  • Nurture Sequences

When reviewing, first check if those functionalities are in use and then check performance. 

Questions to ask:

  1. How are the above elements performing? (conversion rates, submission rates, etc.)
  2. Are the nurture sequence emails targeted? What’s the enrollment criteria? Is it useful? Is someone checking those emails?

By the way, did we mention we are HubSpot Gold Partner? We just so happen to be experts in utilizing HubSpot and making it go the distance for your digital marketing program. Let’s chat.

5. Sales & Marketing Alignment Audit

We have written several pieces on the importance of Sales and Marketing alignment to achieve harmony among client-facing teams. When teams are aligned, it’s dynamite. However, when conducting the audit, think less along the lines of quick wins and more along the lines of building a strong foundation for long-term success. 

Questions to ask:

  1. Do teams have a common definition and understanding of key terms? (i.e. marketing qualified lead, sales qualified lead, etc.)
  2. Are teams targeting the same buyers?
  3. Are teams working towards the same goals?
  4. Are teams promoting the same products/services?
  5. Are teams creating content together?
  6. What is the lead handoff procedure?
  7. How does sales provide feedback on lead quality?
  8. Do teams have regular meetings?

For an in-depth look at the questions above, check out our B2B Smarketing Team Assessment.

Conclusion

The best way to move forward and to grow is to gain a complete understanding of where your company is at digitally. Even if you’re not looking to grow (but who isn’t?) no matter where you are at with your marketing, everyone can benefit from a digital marketing audit.