The conversion rate refers to the percentage of people who have visited your website and completed an action you consider a conversion, and is pretty much the Holy Grail of digital marketing. The act of increasing this conversion rate is often called conversion marketing, and this is fundamental to increasing your return on investment and making the most of your digital marketing budget.
Testing and retesting, using heat maps, optimizing your page's forms, including clear calls to action, having social media presence, and being mobile friendly are a few of our top 10 tips to increasing your conversion rate. Keep reading!
A/B tests are vital. For any change you want to apply to your website, create a test page and analyze the results. Don’t just pay attention to the number of visits, but also to metrics such as the session duration, the bounce rate, and of course, the sales conversion rate.
Think of every element of your campaign (email subject lines, images, ad copy, etc.) and its possible variations, and then perform rigorous A/B and A/B/C tests. This will let you see what your audience responds to and, based on that, your digital marketing efforts will be more effective.
Heat maps illustrate your users' behaviors when they are navigating your web pages. Which elements do they pay most attention to? Where do they get tired of your page? Are they ignoring your CTA button? Once you have this information, you can use it to optimize your site.
To be successful, any conversion strategy needs to rely on a solid lead generation campaign. In many cases, this involves filling in some sort of form.
You may think designing a form is simple and obvious, but there's more to it than you think! The number of fields, the CTA button to submit it, and the colors are just a few of the elements you will need to optimize for the best results. Don’t forget to include some automatic filters to help ensure the data provided is valid. Quality over quantity!
Do you want users to communicate with you? Make it as easy as possible for them. Each person has their own communication preferences, and what may be simple and intuitive for some, could be extremely frustrating for others. To make sure you are able to respond to as many users as possible, make sure you are available on a variety of channels such as online chat, social media platforms, phone, and more.
Calls to action are one the most crucial elements in digital marketing, as they are what convinces users to take the actions you want them to. To improve your conversion data, you need to include links, images, or animations that effectively bring people to conversion. Of course, don’t forget to run A/B tests to examine which ones are the most effective.
If you want to get conversions in the long-term, you need to gain users' trust. Creating an online community is a great way to do this. It will help your potential clients develop a long-term relationship with your brand. This strategy will also lead to user-generated content, which is not only good for your social media but also shows potential clients or customers that people like your products or services and are willing to vouch for them publicly.
Social networks are a fundamental component of any online marketing strategy, but there is no use in creating corporate profiles if you don’t have a content plan and a coherent strategy to go with it. If you want your brand’s social media profiles to help you convert more, you will need to seamlessly integrate them into your communications and update them regularly with news about your brand, blog posts, photos and videos, and even user-generated content (if applicable).
“Accelerators” are one of the oldest tricks in the book in terms of digital marketing, but they are around for a reason! Offers that use language such as: “Last chance” or “Limited availability” and other strong statements give users the extra push they need to convert. Use them wisely in the right moments and see how they affect your conversion rates.
Content marketing and native advertising are not a fad. These strategies help attract quality traffic made up of users who are interested in your products, brand, and general sector. When creating this type of content, consider the following:
It is also worthwhile to update older content that was popular on your website or other platforms. Just go through the content you already have and edit it to make it as attractive and current as possible. For example, if you have long videos, turn them into a series of 2-minute-long mini videos. If you have long articles that got a lot of views, use them as a base to create infographics and checklists.
By now, you have absolutely no excuse for your campaigns not to be easily viewable on mobile devices. These devices are already responsible for the majority of internet traffic, and will only keep growing in popularity. If you do not want to miss out on a large number of potential clients, you need everything you put to be prepared for all devices, from smartphones to tablets, to desktop computers.
In any marketing strategy, timing is key. To be able to make the most of all these ideas, you need to use them in the right stages of the conversion funnel:
Does all this sound like a bit too much? It truly is not easy so if you don’t have enough people or time to invest in this, hire the help you need. Define realistic goals, measure your results, and watch your sales conversion rates soar!
The journey to a high conversion rate is an ongoing process that relies heavily on data analysis and continual optimization. It's important to understand metrics and user behavior through robust data analysis. Use tools like Google Analytics to gain insights into user interactions, bounce rates, and conversion paths. Regularly review this data to identify patterns, pinpoint areas of improvement, and understand the effectiveness of implemented strategies.
Optimization is a constant endeavor. A/B testing various elements, from headlines and imagery to calls-to-action, allows you to fine-tune your approach based on user responses.