My work as a conversion rate consultant proves that the number one problem with online stores and funnels is their low conversion rate. Here are some strategies to fix it.
Did you just join the digital marketing arena? Or are you troubled by your website low conversion rates?
It doesn’t matter who you are and how many visitors you get each day. The main goal for every business out there is to get the customers. The only way to achieve that on the web is through conversion.
That is why I always tell my clients that conversion rate optimization is the only key that can unlock their problems. This is because no matter how many people arrive on your landing page, the numbers won’t have any effect on your sales. Not unless your leads are turning into conversions.
In other words, being the most popular site is great news. But are you the best seller? Or is your competitor beating you on that field?
So without further ado, let’s get right down to business.
Firstly, I will give you a rough idea of what exactly is conversion rate optimization. Next, I will tell you exactly how you can use marketing tactics to push your visitors down the conversion funnel. Then hopefully, by the end of this article, you will be able to figure out how to increase your conversion rates.
Are you ready to get started?
What Is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is the act of turning the web traffic that arrives on your landing page into paying customers. I feel CRO is grossly ignored by many companies because they don’t understand the benefits.
This is because they are more invested in things like SEO (Search Engine Optimization), increasing their leads or becoming viral.
Now, don’t get me wrong these things are very important for business. I mean they are the reason your target audience becomes aware of your business.
However, unless and until you can get conversions out of these leads, your business is bound to fail. That is why you should always remember that the number of views you get or visitors you receive do not imply that your business is a success.
The real secret to a success story in e-commerce is the conversion rate optimization.
For instance, Facebook may be the oldest social networking site out there. Yet, if you want to target millennials, you need to build a social profile on Instagram (Here's mine). This is because the latter has become the youth center in social media marketing.
Mark Zuckerberg saw that potential. That is why he bought the visual oriented social app without a second thought even though people thought he was crazy.
What does conversion rate optimization have to do with this? My point here is that you need to think about your target audience and what attracts them. Mark knew the kids were switching sides and joining Instagram so he went ahead and bought the whole social networking app.
My advice to you is that you need to be alert. Take a page out of Mark Zuckerberg’s business book and convert your leads by giving them what they want.
Okay. I know what you are thinking. You don’t have the cash to buy another crowd-pleasing website. Does that mean you fail?
You might not have to make those extreme changes but you can make some simple ones.
What’s more? They won’t cost you a Billion bucks!
Yet, they are super effective.
Doesn’t that sound great?
Let’s have a look at what you can change:
1. Copywriting- Do Your Words Sell?
You might have heard this before but I should still remind you that ‘content is king.’
That is why you need to write words that have an extra oomph factor.
You have to make copywriting your top priority. If you have a blog (and you should have one!) then you have to post articles that are high on quality and low on exaggeration. Your words have the power to persuade the reader into taking the action. Don’t waste them on details that they don’t have to know.
Use them like a bait to reel them in.
How do you do that? You do that by actually paying attention to what you write rather than posting anything that comes to your mind.
Here are some tips you can apply:
- Avoid overselling the services and products you sell
- Write for people who ‘skim and scan’ because most readers do not have time to read through chunky paragraphs.
- Format your text to emphasize the important things. In this way, readers will not miss the message you want to convey.
- Verbs are better than adjectives when you are trying to sell
- Power words give your copy super-powers
- Use keywords sparingly don’t overstuff them in the content
- Use multimedia like videos and images to show what you are trying to tell them
Lastly, a little time spent on your drafts won’t hurt anyone. In fact, it enhances your copy and actually looks like you care about what you share.
2. Social Media Marketing- Are You Engaging the Customers?
Remember the days when you hired a salesman to take care of those door to door to sales?
Not only was the process time consuming but it also proved to be ineffective if your salesman was dull. The trick in those days was to send an attractive, enthusiastic and engaging person knocking on the doors. Marketers believed that was the only way families let the salesman in. Most importantly, those were the guys that had a higher sales rate.
Fortunately for you, this is the thing of the past. Now you have a dozen or more social media apps that do the marketing for you.
The only question here is:
Are you using them to the full potential? Have you built an engaging persona? Do you hold regular discussions online? Are your marketing tactics making people do double takes for all the right reasons?
In fact, when was the last time you updated your profile?
In this digital age, social media is literally ruling the marketing field. That is why you need to bring your A-game when you build your online persona. This holds true for every age group because they are all online.
That is why just like the salesman of the previous decade you need a social media profile that is:
- Attractive: Your social media profile has to be eye-catching. Think of bold colors or fun pictures that do the talking for themselves.
- Enthusiastic: Be the peppy cheerleader that is always high on energy. You need to be active with your updates and constantly alert on all things trending.
- Engaging: Share something interesting.Build a community that has regular interactions.
How do you get the conversations started?
If you are new to the social arena then you will need to hustle your way to get the followers. One thing that always sells is giveaways and discounts.
On the other hand, if you have been on the social media platform for a while but have a deadbeat account then give it a jolt of energy. Join a trend or start a promotion campaign.
Look at how Taco Bell didn’t miss a beat by promoting its Caramel Apple Freeze as soon as fall arrived.
Break the ice by being witty or just greet your followers. A hello can go very far!
3. The Monitoring Mode- Are You Keeping Track?
One of the main flaws of digital marketing is the generalization of your target audience.
Your webpage may be accessed by everyone. Yet, only a few people are actually interested in making a purchase.
Think about it in this way:
The wider the net you throw, the lesser the fish you catch. This fisherman strategy should be applied to your business too.
When you start copywriting or building your network via social media you will start noticing one important thing. It is the fact that there are certain kinds of people that respond to your strategies more than the others. These people are your target audience they are the ‘tribe’ that you can lead if you play your cards right.
Now I know you do not have ‘spidey senses’ to detect these people. Nevertheless, you have something better. You have the very useful Google Analytics to keep a track on everyone that drops on your sites. Make sure to filter the leads from the conversions.
Moreover, use the Google Analytics to judge things like:
- Who is coming online and when?
- What keywords are bringing in bigger web traffic?
- Which kind of web traffic is a sure shot conversion?
- Which leads are supporting conversions?
- What is prompting your readers to convert?
Once you have tallied up the statistics, you will get a clearer idea of what areas you need to tweak. You will also be able to figure out the main contributors to your conversion rate. It means you need to focus on that part of marketing more.
Furthermore, the statistics will make you realize what is not working. Be sure to either revamp your strategy or stop wasting time on that aspect of your marketing plans.
Believe me! Sometimes it is better to let go.
4. The Specialist- Are You Addressing Your Target Audience?
Initially, businesses have a rough sketch of what their target consumer looks like. They have some of the demographics down like age, gender and maybe location. Yet, the lines are still blurry enough to not know exactly who they are.
However, with time you can make things more clear. Then once this happens then you have struck a proverbial goldmine. This is because you have the target right in front of you and it is your duty to make the most of your interactions.
You need to make them the center of your attention. Drop that generalization act I warned you about in the last tip and start personalization. You need to curate your content in a way that your consumers feel that you are addressing them.
For instance, you may or may not have heard about the teenage hysteria over Netflix’s new hit romantic comedy. Nevertheless, the popular streaming site made the most of this summer by targeting teenagers. They even revamped their Twitter page to keep them happy.
I don’t even know who Peter Kavinsky is but apparently, Netflix is a fan (he's a character in a movie).
This shows that sometimes you need to strip down your professionalism and speak like the cool kids do. This strategy has doubled the number of viewers that watched ‘To All the Boys I’ve Loved Before’.
I mean look at me. The fact that I am mentioning this has to mean that Netflix is doing something right.
Thus, you need to keep the consumer point-of-view in mind whenever you are promoting a new product. Who knows? Maybe this technique is the reason why a newbie buys your product.
It doesn’t hurt to try, right?
Moreover, you can also:
- Highlight your bestsellers on the landing page
- Showcase testimonials that prove your credibility
- Promote new services by creating real-life ambassadors
5. Your Face Value- What Does Your Website Tell About You?
Have you looked at your site from a customer’s perspective?
If you haven’t done it yet then do it right now!
Go to your site and see:
- How much time does it take to load?
- Is the Call-to-Action visible?
- When was the last time you updated the page?
- Is your site synchronized to the other platforms?
- What is the first thing you notice?
- Is your site mobile-friendly?
- Is it easy to navigate?
If some of your answers are a ‘no’, then you have just found the answer to your low conversion rates. Did you get it?
You see your website is the first thing a visitor sees about you. That is why it is important to upgrade it according to consumer demands. It shows them that you care about the customer experience and are ready to invest in high-quality content to meet their satisfaction.
The Bottom Line
Conversion rate optimization is all about making sure that all the engines run smoothly. Additionally, it ensures that your marketing strategies are not going off track. I guarantee you that these tips and tricks will definitely boost your rates. That is because they are tried and tested by many sources.
So are you ready to push those leads down the conversion funnel?