These days, conversion marketing is more popular than ever. But why has it become so important? The reason is that without effective conversion marketing, all your business efforts would come to nothing.
You may be successful in search engine optimization and social media marketing. Perhaps your marketing strategies are succeeding in driving a huge amount of traffic to your website. Now, have you planned a CRO program to encourage these visitors to become your customers? If not, you will have a lot of wasted website traffic.
So, if you want to make the most out of your website traffic and boost your business, read this complete guide to conversion marketing.
What Is Conversion Marketing?
Conversion marketing is using a set of marketing strategies designed to convert website visitors into paying customers. These strategies focus on generating more revenue from a website’s existing traffic. Marketers try to implement practices that improve visitors’ experience. This way, they can persuade more leads to take action and convert.
What do we exactly mean by conversion in marketing? A conversion happens whenever one of your website visitors takes your desired action. And what can this action be?
Here are some of the most common types of conversion in digital marketing:
- Making a purchase
- Filling out a form
- Signing up for newsletters or emails
- Clicking a CTA button
- Creating an account
- Visiting key web pages
An effective conversion marketing requires using customer behavior analytics. You must understand your users’ needs and behavior to deliver the best customer experience.
Why Is Conversion Marketing Important?
Conversion marketing is what you need to grow your business.
78% of businesses are not satisfied with their conversion rate. Without a plan, it won’t be easy to get conversions.
Here are some ways conversion marketing benefits your business:
1- Leverage Your Marketing Efforts
You devote your digital marketing resources to social media, advertising campaigns, and search engine optimization. With conversion marketing, all these efforts would pay off by converting the leads and prospects they have generated.
2- Lower Cost Per Acquisition
Cost per acquisition (CPA) is a marketing metric that estimates how much converting a single lead costs you. Employing CRO techniques help you reduce this cost and increase your return on investment.
3- Increase Lead Quality
CRO strategies not only bring you more customers but also helps you improve the quality of your leads. By analyzing the data about the leads that convert, you’ll find out the type of visitors that are more likely to become customers. Therefore, you can improve user experience based on their interests.
4- Identify and Prioritize CRO Opportunities
CRO practices allow you to figure out what makes your prospects interested in your brand and encourages them to take action. You will be able to identify the low-hanging fruits by tracking conversions. Then, you can optimize the marketing process by focusing on the most influential points on the conversion rate.
Conversion Marketing Best Strategies
These are some of the most effective conversion marketing techniques:
1- Optimizing Landing Pages
Landing pages are designed to guide website visitors toward the conversion goal. So, testing and optimizing them will definitely have a big impact on your conversion rate. You should always test your landing pages and track user interactions with the elements to see if visitors are taking the steps toward conversion.
Remember to avoid distractions and test each essential element, such as the headline, call to action, hero image, etc.
Here is a great example of a landing page. Lyft gets straight to the point. The design is simple, and it only asks users for a phone number, which persuades more people to sign up.
2- Designing Eye-Catching CTAs
Calls to action are the most important elements in conversion marketing. When users interact with a call to action, they reach the bottom of the marketing funnel, which means they are ready to convert.
Make sure to design an eye-catching CTA with an effective copy to capture visitors’ attention.
Let’s take a look at Netflix’s CTA, which is an excellent example. It motivates users to sign up by assuring them that they can cancel their subscriptions at any time. Also, the red color of the button makes it stand out.
3- Optimizing Website Navigation
You must make it easy for visitors to find their way through your website. If you don’t, you are creating a barrier to conversion.
Considering this strategy is particularly necessary if you have an eCommerce website as visitors need to find the products they are looking for effortlessly.
Keep your website’s design simple and make the essential elements visually prominent. Moreover, include your contact information where it can be easily noticeable, and design an accessible search bar.
Below you can see The Australian Ballet’s navigation menu. You can easily access each section of the website you are looking for; it even includes the shopping cart.
4- Using a Behavior Analytics Tool
Using a behavior analytics tool, such as WatchThemLive, is an excellent way to find out how to boost conversions. This tool gives you comprehensive data about your website’s visitors, which is essential for successful conversion marketing.
WatchThemLive offers useful services, including heat maps and session replays. Let’s see how each can help you.
Heat maps enable you to track your visitors’ clicking activity on your website. You can see how they interact with the landing pages and your CTA buttons. The information they provide allows you to spot the flaws more quickly and fix them. Since they are a graphical visualization of data, they are really easy to analyze.
Session recordings show you how people are navigating through your website. You can watch all the visitors’ interactions and clearly understand their browsing behavior. By watching user sessions, you can discover how to optimize your website’s navigation and identify frustration points to fix them.
Want to try out WatchThemLive? Check out the plans and choose the one that best suits your needs.
5- Creating a Clear Value Proposition
A powerful value proposition makes you stand out from your competitors. It shows visitors what makes your brand different from others and why they should use your products or services. Writing a compelling value proposition is necessary to attract prospects so they would want to know more about you.
Keep your value proposition brief and simple, and consider your target market while writing it. And don’t forget to test it constantly to find the perfect one for your business.
Mizzen and Main’s value proposition makes clear why the brand is unique. The clothes are for those who are looking for something formal, but comfortable too.
6- Increasing Website Speed
You will lose a lot of prospects and conversion opportunities if you don’t optimize your page loading time. Visitors won’t even wait to see what you have to offer.
Optimize your images and be careful about the number of visual elements and plugins you use. Using too many graphics and plugins will slow down your web pages.
Poor page load speed would also negatively affect your Google ranking.
7- Create High-Quality Content
Creating high-quality and useful content for your website visitors is an excellent strategy to generate more quality leads. It helps you attract visitors that are really interested in your business and offerings.
Relevant and educational content will bring your business many advantages, like increasing user engagement, reducing bounce rate, building trust, and improving SEO rankings.
Conversion marketing is crucial to growing your business and improving your ROI. To develop a successful CRO plan, you need to obtain a deep understanding of your target audience and provide the best user experience.
Make sure to follow effective strategies and continually test your conversion funnel to boost your revenue.