ShivaniBeing marketing, you all may have a strategic and tactical marketing plan that boosts clicks to your website. All your steadfast emphasis on content, programmatic advertising, link building, influencer marketing & email campaigns are pushing relevant traffic to you.
However, your conversion rates seem to be stalling. To help you out, we have prepared this guide to learn about conversion marketing, its examples, and strategies.
What is Conversion Marketing?
Conversion marketing is something that all marketers must understand why customers aren’t turning on a website. Conversion marketing, especially, focuses on optimizing content with the right strategies to turn a lead into a ‘convert.’ By calculating the conversion rate or the percentage of overall visitors who perform your action. The idea of conversion marketing comprises many things, that includes how the offer is being created, special offers timing, and even website design starting from right down to the fonts and colors used.
Strategies to Implement Conversion Marketing
1. Build content that goes through every part of the marketing funnel.
Conversion marketing strategy focuses on discovering your target audience and publishing the right content for them. Remember, the content helpful for someone in the prospecting stage will be different from the evaluation stage. You can improve your conversion rate by making quality content that fits every marketing funnel stage.
You may also publish social media posts introducing your brand or business in prospecting or awareness. These are enlightening and shareable among those still unfamiliar with you.
Interested prospects like to get more information in the evaluation stage. They already understand you and your products but like to dig deeper before deciding. The perfect content at this stage are webinars, helpful resources, case studies, and others that give more information about you.
Publish content that will address problems such as delivery service and payment methods. For example, you may send video content and infographics with a precise call to action.
2. Create an appealing landing page.
You need to have an appealing landing page to improve conversions. This page is where your visitor comes to your website after clicking an ad or link. Landing pages hold the highest conversion rate at 24% though it’s the least popular type of signup form. Your efforts to drive traffic to your website will go in vain if your landing page dissatisfies your visitors visually and functionally. To ensure your landing page effectively converts visitors, consider utilizing the expertise of the best website builders.
A user-experience design (UX design) for websites is a technique that involves creating pages that provide significant and relevant experiences to website visitors. A UX design is user-centric in usability, design, navigation, and impression. You may execute a heuristic analysis or a review to understand whether your website is user-friendly. It includes assessing whether:
- the conversion-specific pages are optimized;
- the product or service pages are straightforward and coherent; and
- the page content is clear and usable.
3. Don’t close the conversation – engage in email marketing.
No one can neglect the power of email promotions. According to a campaign monitor study, nearly 1,000 small business owners said email marketing is the second-most effective medium for creating brand awareness. It also includes the highest ROI for small businesses.
The biggest hindrance to converting a lead into a paying customer is abandoned carts’ issues. In addition, customers typically fail to finish their transactions because of a lack of faith on the checkout page, high shipping cost, lack of payment options, the sophistication of the checkout process, among others.
According to research, email marketing can assist you in recovering about 15% of abandoned carts and boost online business revenue by 50%. You may email your customers at least a day before a cart is left to remind the customer of the items left behind. If there is no action, you need to send a follow-up email 3 to 5 days after an abandoned cart and show a discounted rate or free shipping.
4. Deliver your messages through video.
Make sure you leverage the power of conversion marketing strategy. Maybe these numbers would urge you to reconsider:
- 83% of marketers stated that video helped yield leads.
- 88% of marketers said that video gives them a positive return on investment.
- 93% of businesses acquired a new customer through a video posted on social media.
YouTube shows all video platforms in viewership, with more than a billion visitors each month watching over a billion hours of video every day. So to make high-quality videos that deliver your marketing messages clearly and concisely and distribute them on widely-used platforms.
5. Highlight customer reviews/testimonials.
Before technology, people looked for feedback from family, friends, and neighbors about a product or service before deciding. Customer reviews are always considered neutral hence they work as a better information source than the brand/business. Today, product reviews show a benefit in online marketing, given that more than 70% of customers are willing to wait until they’ve seen reviews and testimonials before purchasing. Therefore, develop trust and credibility through customer reviews and see your conversions skyrocket. There are a few tips that you need to highlight in these reviews.
- Showcase ratings and reviews above the fold or at the bottom of a browser window so that site visitors would no longer require to scroll down.
- Don’t remove unfavorable feedback; instead, address them right away. Customers will suspect censorship or, worse, fake reviews if only stellar reviews are accessible.
- Post-customer-submitted visuals of your products on your website or social media pages to allow customers to decide to make a purchase. Strive to give all the information your customers require to proceed to checkout.
6. Get their feedback on how you could do better/the product could be better.
Repeat business costs less than lead acquisition. For instance, according to Adobe Digital Index, an average e-commerce business allows 80% of its marketing budget to acquire, but its repeat customers make 41% of its revenue. Therefore, boost your conversions by tapping on your existing customers. For example, you may share an email or a social media message asking them about their experience and how to improve your product or services and then take this opportunity to upsell.
7. Add a live chat or chatbot feature.
As we have mentioned above, repeat customers can lead to more conversions and revenue. But if your existing customers are not happy with your offers and customer support, how can you upsell to existing customers? Through the chat feature, you can look after customer requests for personalization and coordinate with the staff about your orders and deliveries.
Nowadays, customer expectations are growing, particularly when everything is done instantly; customers want websites to load fast, deliveries to arrive at the soonest possible time, and queries to be addressed immediately.
Boost your conversions by upselling your satisfied customers and please them with responsive customer support through a live chat or chatbot feature on your website. Live chat software lets real-time conversations with your consumers even if you’re not currently engaged. B2B companies that utilize this messaging tool witnessed an average 20% boost in conversions. Therefore a chatbot acknowledges quicker than humans via email.
8. Optimize website loading speed.
Speed matters; therefore, a slow-loading website can negatively affect your conversions. Bounce rate is one such common measure that will help you learn how web pages perform. Google Analytics determines bounce rate as the “measure of visit quality.” A high bounce rate indicates that your landing page is not relevant to your visitor; hence they will abandon your website within seconds upon approval. Speed plays a crucial factor when it comes to a high bounce rate. If your landing page or any other website page fails to load in 3 seconds or less, visitors will likely leave to another website.
Loading speed plays an important role when it comes to Google ranking related to user experience. Also, a slow-loading page will turn off your potential customers, but this will also drag down your ranking on Google search results pages.
9. Explore retargeting techniques
Retargeting or remarketing is a strategy that can help you maintain your brand or business before leads that didn’t convert into paying customers. Typically, most first-time visitors don’t make a purchase right away. So giving a little push will help you convert them.
Retargeting is all about adding a code on your website that anonymously “follows” your visitors all across the Internet. The browser cookie, which tracks your visitors, will showcase your ads to those who have visited your website earlier. According to the statistics, this technique can boost conversion rates by 150% and improve online sales by nearly 20%.
You can further consider running a retargeting campaign using Google AdWords or Facebook, which permits a wide selection of customization options.
10. Remove frictions in the user experience.
If a visitor clicks on your ads, they may want to know more about your brand or products or make a purchase. Pop-ups, videos that auto-play, and other distractions can be irritating and turn off your prospect.
Enhance your conversions by allowing your leads to convert into customers. Give them what they ought to know to decide, and nothing else. You can keep up-selling content after a sale. But make the sale first.
Make sure that the headline and subheadings are clear, highlight the product specifications, and customer reviews are discoverable. Exhibit high-resolution images of your products and show clear and concise text.
11. Customer Experience Management (CEM) software
Consider using customer experience management (CEM) software to track all aspects of your customer experience. Any customer review you receive will be collected within one tool to make analysing them a more streamlined process and allow you to better understand and act on what your customers are reporting.
3 Successful Conversion Marketing Examples
Here are 3 examples that you can review and copy for your own business.
1. Helly Hansen
Helly Hansen is one of the leading Scandinavian workwear, skiing, sailing, and outdoor apparel brands that rely on its e-commerce business to sustain a global brand. As a result, they are required to engage with website shoppers in real-time to reach their business goals.
They wanted to utilize the right technological solution to optimize their website customer experience. Helly Hansen uses conversion marketing after learning more about the success of this optimization technology. The result was higher website engagement that increased their average order value (AOV) by 25%.
2. Elkjop
Elkjop is the most extensive consumer electronics retailer in the Nordic countries, and their client center processes 4.8 million queries every year. In addition, Elkjop relies on its website to grow its business into other markets, and it puts a high premium on quality customer service to better serve shoppers.
But as they extended the business into international markets, they realized that they required a more optimized solution to keep such high service levels. So, Elkjop uses an automated chatbot to manage the bulk of customer inquiries. As a result, Elkjop’s reliance on automated support improved customer satisfaction by more than 80%.
3. Conrad Electric
Conrad Electronic is a German technological and electronics company. Over the years, Conrad grew their business throughout Europe and internationally, shipping products to over 210 countries globally. The cornerstone of their business is their e-commerce site, and they depend on website traffic to improve their total sales.
However, the traffic to conversion rate was not required to develop the brand. As a result, they use conversion optimization solutions to deliver quality customer support in international markets everywhere. As a result, Conrad made a 40% increase in onsite message engagement and a 17% increase in average order value (AOV).
Conclusion
In this post, we have learned a lot about conversion marketing, its strategies, and examples. It helps you understand how important it is to engage potential customers and turn them into conversions. I hope you find this post useful.
