It is common for online marketing efforts to dilute into a race of numbers.  With efforts focused on driving visitors, impressions, etc, business marketers can forget that the point is to convert visitors into potential leads.  Below are 3 common conversion mistakes:

Billboard with No Directions

Online advertising and social media have made it incredibly simple to broadcast content to the online world.  It’s easy to forget to build content that points to the website where online exposure can be converted. This is particularly common with social media efforts such as Twitter, Facebook, and Blogs.  Remember, that advertising and posts are billboards that need to direct people to where you want them to go.

Please Take the Scenic Route

Too many websites still require visitors to watch a flash animation or click through several pages before the point of conversion.

The attention span of the online audience is short; almost anything put in their way will deter them from engaging.  Visitors do need information, but there is no sense in forcing them through the scenic route.

The ‘Contact Us’ Obstacle Course

Have you ever visited a website where the contact us form looks like an insurance application?  A fantastic online marketing campaign and an effective website can be ruined by an overly ambitious inquiry form.

Keep forms short and don’t make visitors fill out unnecessary information to contact you.