When we first speak to small businesses about setting up a digital campaign or conduct a marketing audit we like to understand what the main action they want their customers to make and what they constitute a conversion.
So, what constitutes a conversion? A common misconception is that conversions are only sales, this isn’t necessarily correct. Conversions aren’t restricted to sales, it’s about getting potential customers to respond to your CTA (call-to-action) for instance completing a contact form, subscribing to your newsletter or downloading a whitepaper.
Obviously, getting a sales conversion is the ultimate but in reality, it takes time for customers to interact with your company and brand before making the conscious decision to convert. This ties in with the three stages of the customer journey, which is frequently referred to as awareness, evaluation and conversion.
Most of the time businesses talk highly about the amount of traffic landing on their website, which at first sounds impressive but what they fail to mention is what happens after that traffic has landed on their page. Sadly, they do nothing and when we look into the website analytics, we see that the bounce rates are extremely high. This is why we need to look closely at how these customers interacts with your brand and how to drive the them towards your CTA.
When it comes to low conversion rate there are two obvious reasons that contribute to a high bounce rates on your website, including:
Below we highlight our top 3 strategies for getting your potential customers to click and convert:
Know you customers
Personalised marketing is something your customers expects. If you are trying to talk to everybody, you are not going to get qualified leads and most importantly little to no conversion. Your potential customers have needs and expectations, when you speak directly to the people you want to target, you are most likely to attract the right people and most likely they will want to interact with your brand and do business with you.
Building buyer personas for your target market can help improve the way you interact with your potential customers and in many ways benefit you in all aspects of your marketing. Take some time to develop your buyer personas by establishing what best describes your typical customer and create a profile based on their demographics, values and challenges.
A variety of potential customers will come to your homepage, so it needs to cater to every one of your buyer personas and this will allow you to craft your marketing campaigns and web design accordingly.
Optimise your design
It’s important that your website presents your business in a way that matches your expertise. Your websites homepage is the most visited page, it needs to be user friendly and provide a seamless experience. An eye-catching headline, nicely written copy, good visuals and a powerful CTA will stick in your potential customers minds.
Create dedicated landing pages so that when your potential customers clicks on an ad for a specific product or service, they will see information about that product or service on the landing page. Another way to improve user experience is ensuring your acquisition forms are short and your CTA buttons are kept clear. These little tweaks can make a big difference to help users move forward to the next step and convert.
Lastly, look at your data as this can give you a true representation of the good and the bad of your website and adjust your design accordingly.
Test Test Test
In order to track conversions, you need to set up your conversion tracking. At first your might think this sounds like a bunch of boring number crunching but it also allows you to do some experimenting with A/B testing. You can test anything from your website, online ads, emails and social media.
So, where do you start? Google Analytics is one of the best testing tools, you can easily set this up and start looking at your website in more detail. You can create two variations of a single webpage and test the design, headlines, buttons and colours to determine which version converts more successfully.
Headlines and CTA buttons are two powerful hooks which have the ability to make or break a conversion. Here are a couple of tips to think about:
A headline is one of the first things that captures attention, so it’s important that you use the right wording and font to effectively grab their attention. Test different copy, as well as different text styles and text sizes to get the best results.
An effective CTA button should give the user a sense of urgency, it needs to encourage you to act now or miss out. For example, a CTA button that says “Start Now” instead of “Start” may give a sense of urgency that makes your potential customer not want to avoid it. Where you place your call to action can have a huge effect, so test your CTA buttons above the fold, below the fold or on the left/right of the page.