Conversions are what it’s all about whether or not your efforts are online as conversions ring in the cash register so you can pay employees, vendors, and meet other financial demands. Conversion rate optimization ensures you get the highest possible conversion rate by effectively marketing and managing your sales process. By focusing on all types of conversions, not just sales, you ensure a steady sales pipeline into the future that supports your success and growth.
Below you can see a graph that I prepared a few years ago to describe all the marketing actions needed to optimize the conversion rate. You should pay special attention to efforts focused on driving traffic to your online store (or even your physical store) that fits into the marketing concept of advertising. Equally important are actions to convert visitors once you attract them to your business. These actions are part of the other 3 P of Marketing: product, price and location (distribution).
Conversion rate optimization
Before we jump into a discussion of conversion rate optimization marketing strategies, let’s take a look at the variety of conversions that support your business success. As mentioned before, if you only focus on optimizing sales, you are missing the point. Consumers aren’t just getting into a sale, although a well-designed promotional campaign can help increase sales for some products. For example, in a pre-pandemic period, Costco offered free samples of products that resulted in an immediate increase in sales. Whether this translates into future sales is a bit more tenuous. And it’s the sustained sales, which hopefully increase over time, that keep your business afloat.
With that said, you need to consider the factors that contribute to a long-term increase in sales. These factors include:
- Positive attitudes
- Competitor actions
We often summarize the decision-making process of consumers using the concept of a funnel. A marketing (sales) funnel looks like this:
Image courtesy of MarketingProfs
Not only is visualization helpful in identifying the process that consumers go through before conversion, it also highlights the right content and marketing actions to drive more visitors to the next step in the process. The shape of the funnel comes from the attrition that occurs at each stage whereby you lose visitors every stage. By increasing the downward movement of the funnel by a relatively small amount (2%), you can increase revenue by up to 50%.
Micro-conversions (or top-of-funnel conversions) help optimize the conversion rate for the bottom of the funnel, including sales, as they provide opportunities to drive consumers to a purchase. Examples of these include:
- Attract new visitors
- Subscribe to your email marketing – often referred to as lead nurturing
- Create a connection
- Increased page depth – the number of page views
- Decreased bounce rate – visitors who leave after viewing a single page
- Increase repeat visits
- Increase in email open rates
- Improve CTR (click-through rate)
- in fact, any visitor action that contributes to a sale acts like a micro-conversion and you should monitor these metrics as a means of optimizing the conversion rate.
To provide more concrete advice in addition to what appears in the visualization, let’s talk about how marketing actions lead to conversion rate optimization.
Content marketing is the key to conversion rate optimization. Delivering the right message at every stage of the funnel maximizes the number of consumers who move on to the next stage. Recognizing where a particular consumer is throughout the conversion process using analytics tools helps you deliver the right content at the right time, as visitors often make multiple visits before converting.
Here are some content marketing strategies designed for conversion rate optimization.
Make content more personal
First, you need to find ways to personalize things for your business clients. There are a number of ways you can do this, but one of the best is to use the data you have. Businesses have a wealth of visitor data available through Google Analytics and email providers. Using this data to optimize your content to meet the needs of individual consumers results in higher sales figures.
For example, personalized emails with the subscriber’s name are not enough. Instead, use information about their products of interest and other visitation data to personalize content. A good example of this comes from Amazon and we have probably all received emails offering discounts or additional options related to products searched on the platform. Often times, this strategy involves remarketing to previous visitors, such as showing your offers through social media ads to people who have recently visited your page.
Improve website content
Content is still king in terms of marketing. So be sure to fill your website with the right content and develop content that is aligned with the customer journey as shown below.
Image courtesy of Luminous ship
One of the best ways to meet the information needs of visitors is to create a blog section for your website. With a blog, you can add as much content as you want without clogging the site. Blog posts should provide real value rather than using your content as a chance to only promote products or services.
Use powerful CTAs
Like any good salesperson, don’t leave it to chance that visitors know how to convert. Use the right CTAs drives buyers where you want them to go and helps them commit to a purchase by showing them what to do. There is something of an art to being successful with CTAs. If they’re too subtle, they won’t have the right impact. If they’re too weird, they’ll stand out and end up deterring customers rather than hooking them.
Use only one CTA for each page rather than making multiple offers to avoid confusing visitors.
Next, consider using video as a way to engage and convert customers. A great benefit of using video is that you make sure that your marketing efforts are more dynamic and immersive. How-to videos, for example, provide a great opportunity to show visitors how your product solves their problem. For customers, videos showing how to use the product ensure that buyers are happy with their purchase, which increases recommendations and improves reviews.
If you want to try adding video to your marketing promotion, perhaps in the background of your website, consider hiring a professional video production company to produce a high quality product, even if you don’t. You don’t have to produce something worthy of an Oscar to optimize it. conversion. You also need to explore a range of different tactics to make sure your video content gets to the house.
Other marketing strategies for conversion rate optimization
Along with improving your website content, you also need to think about your website speed. Ideally, you should make sure that every page on your website loads in seconds, as visitors have little patience with websites that don’t load quickly. Mobile users are particularly impatient and 53% leave if a page doesn’t load in 3 seconds. On top of that, your customers are probably heading to a competitor with a better website. Keep an eye on your bounce rate as this is an indicator that your visitors are finding your site too slow.
Of course, it’s not just about load times. You need to make sure that they can find the right information quickly as well. Following a three click rule helps you plan efficient navigation. You can also think of using a chatbot as a way to provide 24 hour customer support and answer questions.
Use social networks
Social media is one of your best tools for driving business conversions. If you want to see more buyers for your business, make sure you actively engage with them on social platforms and make it easy for visitors to share your content with their own social communities, especially when it comes to sharing. opinions. It’s as easy as starting discussions on hot topics, responding to user comments, and yelling at customers. Or consider taking it a step further and using promotions like giveaways on social media. This can be a chance for guerrilla marketing tactics that might even attract media attention. Once you have engaged social media tracking, you will see an increase in visits and conversions.
We hope this helps you understand the ultimate ways to boost your business conversions. I would love to hear from you. Use the comments section below to share ideas, ask questions, or suggest future topics for this site.