This can feel like an obvious item to be aware of, but it’s tricky – It’s too easy to lose track of old pages and outdated offers on your website when you’re a busy marketer. Twice a year, take a quick inventory of your offers and their conversion rates, and then check pages on your site that haven’t been changed in the last six months. If they’re displaying offers or forms that are not converting well anymore, consider switching them out with newer offers or ones that are proving more effective. By getting into a regular six-month cycle of this, you will be more aware of what is succeeding or flopping on your website, and better able to turn around pages that aren’t delivering on their potential value to you. Finally, hand in hand with the previous point, make sure that you are consistently examining your analytics, not just against the previous month, but also against last year’s month and the year before that, if available. Look at your growth, accomplishments, and ...
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