When we talk with potential clients about working together, we hear a lot about conversion rate. Generally the conversation goes something like “We get a lot of leads to our site, but they don’t buy, inquire, sign up…”, whichever action they’re trying to achieve. Sometimes it can be that your media plan is not targeting the right prospects via the right channels for your product or service, but generally we have found that the disconnect happens on the companies site, landing page, social channel, etc.
Usually the first question we ask back when we hear something about conversion rate is, “What have you done on your end to make it easier for the prospect to become a buyer?”
Hey, we get it — trying to increase conversions is a full-time job in itself with first having to understand who your buyer is, their journey to becoming a buyer, and then consistently making it as easy as possible for them to take that leap.
That being said, here are some principles to follow if you’re seeing a lot of traffic to your site, but not getting the desired response:
Conversions, Conversions, Conversions
Understand Your Audience:
Research and analyze your target audience to gain insights into their needs, preferences, pain points, and behaviors. It may seem common sense for this to be the foundation of your marketing efforts, but so many businesses don’t take the proper time or allocate the appropriate budget to dig in and really understand who their customers are, including repeats and new targets. Use this to your advantage by making this the first step.
Clear Value Proposition:
Clearly communicate the value your product or service provides. Explain how it solves a problem or fulfills a need better than alternatives. Many businesses go with the “safe” route when it comes to marketing by not distinguishing themselves in the marketplace. Unfortunately, this leads to brand sameness where you can’t tell the difference between company A, B, C… You have to find a compelling point about your business and then highlight it in your marketing. It’s not easy, but it can pay dividends if you crack the code.
Simplify the conversion process by minimizing the number of steps and information required from users. Lengthy forms and unnecessary steps can deter conversions.
Showcase customer testimonials, case studies, reviews, and user-generated content to build trust and credibility. People are more likely to convert when they see that others have had positive experiences. This is essentially digital “word of mouth.”
Tailor your marketing messages based on user behavior, preferences, and demographics. Use segmentation and dynamic content to create a more personalized experience that resonates with individual visitors. First party data is the new frontier, and if you’re not segmenting your customers for different marketing messages based on their actions, you’re behind the game.
Compelling Call-to-Action (CTA):
Use strong and action-oriented CTAs that clearly state what you want visitors to do next. Make them visually distinct and strategically placed on your website, landing pages, emails, and other marketing materials. Get aggressive (not hostile) with your CTA’s because your customer's time is limited, you don’t have the luxury of soft asks unless that’s what you really want from them. Do you want them to “learn more” or “buy now”?
Streamlined User Experience (UX):
Ensure your website and landing pages are user-friendly, responsive, and easy to navigate. Remove any obstacles that might hinder visitors from completing the desired action. This, Optimization and Reducing Friction are the most important components to focus on with gaining conversions through design and customer experience.
Optimize Landing Pages:
Design dedicated landing pages for specific campaigns with a focus on a single call-to-action. Ensure that the landing page content aligns with the ad or email that brought users there.
Test different elements of your marketing campaigns, such as headlines, visuals, CTAs, and copy. You don’t have to test all the time, but you should be looking for ways to improve your marketing designs, messages, segments on a regular basis.
Use Urgency and Scarcity:
Create a sense of urgency or scarcity in your offers. Limited-time promotions or limited availability of products/services can motivate visitors to take action sooner. It’s been used as a marketing tactic for as long as marketing has been around, but it’s still effective in gaining conversions by playing on people’s FOMO.
Implement retargeting campaigns to users who have already interacted with your brand. Remind them about your offering and encourage them to complete the desired action. Retargeting is essential for conversions as once someone has actually taken the time to interact with your initial ad, they’re multiple times more likely to become a purchaser.
Utilize various marketing channels such as social media, email, content marketing, PPC advertising, and more to reach your audience where they are most active. Sophisticated marketers run multiple campaigns at a time that build brand awareness with mass media (i.e. CTV, broadcast), create demand generation through content development (i.e. Native, PR, Site content) and conversions with direct action tactics.
Analytics and Data Analysis:
Regularly monitor and analyze your marketing data to identify trends, patterns, and areas for improvement. Adjust your strategies based on data insights. With AI software coming online that can process data analysis, automation and content creation much quicker than current programs this will become easier, and more crucial, moving forward.
Increasing conversion rates is an ongoing process that requires constant monitoring, testing, and adaptation. It's important to focus on creating a true value proposition that separates you from your competitors, taking “smart” risks with your messaging to help you break out and creating a seamless experience for your audience throughout their journey.
And once you do convert a new customer, it’s equally important to have a retention strategy in place for keeping and building that LTV (lifetime value) with them, as it is much less expensive than constantly having to acquire new ones.