Explore the Strategy of Conversion Marketing
You’ve set up your online business, and your website is experiencing increased traffic. Still, so far, sales haven’t reached the level you you expected. People are finding your website easily enough, but not sticking around long enough to purchase anything. It’s like you have a sales floor full of window shoppers.
What’s wrong? It may well be that your external advertising is good, and that your search engine optimization is good. Perhaps what you’re lacking is conversion marketing.
Conversion marketing refers to tactics that encourage customers to take specific action, “converting” a person browsing your website into a purchaser of your product or service.
In terms of online marketing, this involves not only the sales pitch, but also the website design and layout, as well as special actions—for example, a triggered special offer given those who abandon their shopping carts. High conversion rates mean more sales, fewer lost customers, and a greater return on advertising investment. By converting potential customers—who have already expressed at least some degree of interest—you don’t need to reach as many new prospects in order to generate the same volume of sales.
Every salesperson wants a higher conversion rate, and so does every business with an online presence.
Generally, the type of online business activity affects what kinds of conversion tactics are employed. Many websites sell products directly to the customer; for them, conversion is a matter of convincing people to make a purchase. Other websites receive their revenue from advertising, much like print newspapers make the bulk of their money through selling advertisements rather than by selling the paper itself. For these websites, conversion means getting people to click on the various ads displayed on the website.
Whether a website is selling products, services, or advertisements, customers are being asked to take a specific action. This means that every commercial website on the internet can apply conversion marketing to its presentation. Online customers browsing web pages from a list of search engine results can come and go quickly; on average, it takes around eight seconds for a person to decide whether to stay or leave a page. Therefore, the first step of conversion marketing is getting people to just stick around.
Conversion marketing tactics do not target only one consumer segment, but instead apply to all customers who visit a company’s website.
Many, if not most, will arrive through search engine results. Such visitors are immediately high-value prospects, as they’re already interested in some aspect of your website content, if not the specific goods and services you provide. Other customers arrive directly, because they already know about your website—perhaps through previous business or through a link in your e-mailed newsletter. These customers are also high-value, having already established a relationship with the business.
In both of these instances, conversion marketing doesn’t have to try to invent prospects, and then try to con those prospects into making a purchase—it just needs to make a compelling case to those who already have a need. It’s more about making a decision easy than about presenting the decision in the first place.
Before choosing conversion strategies, businesses identify the kinds of purchasing processes their customers use.
E-commerce websites sell products online; however, there are differences between buying physical products that have to be shipped to the customer and buying digital products that can be downloaded directly. Among physical products, conversion is different between small items and large-purchase items that typically require more research before buying.
Other companies don’t expect their customers to buy online; they may simply promote a company image or brand for business-to-business deals that will happen through personal interaction. In this case, conversion involves getting visitors to spend more time on the website, learning more about the company and its virtues.
After identifying how customers make their purchases on the website, marketers begin to select the tactics that will increase their conversion rate. Some tactics, such as having attractive landing pages and an easy-to-navigate website are important for all types of business. Others will only be used on certain kinds of websites. Conversion marketing and website analytics go hand-in-hand; and the continuing feedback informs the developing strategy.
Conversion by the Numbers
Understand how consumers are searching for and finding information about brands online.
of mobile users to visit stores within one day.
of searchers haven’t made their mind up about a brand before starting their search.
of companies not meeting their revenue goals attract 10,000 monthly website visitors or less
of marketers say generating traffic and leads is their top challenge.
How we do it
Our conversion process acts a digital salesperson guiding prospective clients to the actions & goals you desire
One of the keys to running a successful business is to understand the customer buying process. Just because you’re selling something a consumer wants or needs doesn’t mean you are automatically in a position to make a sale. But leveraging the basic concepts of the customer conversion funnel will make it easier for you to guide the consumer through the buying process.
All Packages Include:
Responsive Web Design
We design with the end user in mind. We have nerds who work out the programming, but the front end is all about customer experience.
Social Media Strategies
Regardless of what industry your company is in, your customers are using social media on a daily basis. We make sure your brand is always their first option.
Google matches search results based on the most recent & socially relevant information to a search query. If your site & social don’t match, and nothing is linked, you are missing traffic.
Having a great presence is only half the battle. Getting your prospects to engage and become customers is the hard part.We help you to keep communication open between your business & your customer.