inbound-marketing

134Inbound Marketing Test Yourself Against Your Peers Get Your Win OurGradeContestMistakes to AvoidOne of the lowest converting calls-to-action is “Contact Us.”If your site uses this call-to-action, make it a priority tochange it as soon as possible.A related mistake is using an e-mail address to have peoplecontact you versus filling out a form. Using an e-mailaddress is problematic for three reasons. First, you wantto capture your users’ contact information in a database inorder to nurture these leads should they not be ready to buyjust yet; capturing them manually is difficult to do whenyou’re only getting e-mails from them. Second, you invitespammers who scrape e-mail addresses from web sites. Andthird, people without desktop e-mail applications, such asOutlook, often cannot open those e-mail links. Every contacte-mail address on your site should be replaced with ashort intake form. We talk more about forms in the nextchapter.Optimizing Through ExperimentationIn order to maximize your prospect-to-lead-conversion percentage,it is important that you test multiple calls-to-actionwith different VEPA emphasis. Testing one variable, such asthe offer or the headline of a page is called an A/B split testand is relatively easy to conduct. You test your “control”offer or headline against another—with all other variables