Your website is your digital storefront and conversion rates are the number of people who come into the store, look around, and ultimately leave or end up buying something.
Are people leaving your site empty-handed or are they making a purchase (literal or metaphorical)?
Read on to discover what to do if your conversion rates have been lacking, or if you want to boost your current success.
Steps to Improve Your Conversion Rates
- Assessing Where You Currently Stand & Having a Methodology to Track Conversions
Surprisingly, many organizations don’t actually know their conversion rates. According to Neil Patel, after auditing 2,000 Google Ads accounts, he found that only 57.5% of the accounts had set up some level of conversion tracking.
So, 42% of Google Ads account managers had no conversion rate tracking in place.
Google Ads isn’t the only source of conversion tracking. Essentially, you need to know how many people are coming to your desired destination and how many people are taking your desired action. This could look like:
- How many people are calling your office after being on your website, either through an automated method, like a call tracking system, or through a manual process, like asking â€œhow did you hear about us?â€ and recording the answer.
- Optimized landing pages.
- Google Analytics or social media analytics (like Facebook Pixel).
- And more.
You need to know where your conversion rate is starting if you want to set out to improve it and have the methodology in place to know if your efforts are working.
- Web Design â€“ CTA Placement, Landing Pages, Button Colour, User Path, and More.
The design of your website matters too. Make it easy for visitors to take the desired actions through clear landing pages, contact forms, prominent calls-to-actions, a prominent phone number, and the like.
Your CTAs need to be prominent, easy to click on, and at a logical place in the website flow.
Beyond flow and the user experience, some design elements can be optimized to get more conversions.
According to Forbes, having a call-to-action (CTA) button vs. a link might lead to 45% more conversions. Some research also indicates that videos can increase conversion rates.
Even something as seemingly small as the colour of your CTA button can contribute to more conversions.
- The Content â€“ Buyer Persona, Stage of Buyers’ Journey, and What Action You Are Requesting.
Sometimes the issue isn’t your tracking or web design â€“ instead, it might be what action you are asking visitors to take.
You need to work with the stages of the buyer’s journey and understand your buyer personas.
If you are asking a prospect who is still in the awareness stage to â€œBuy Now,â€ for example, they are a lot less likely to take the desired action. Rather, you may want to give them some value-added information to read or watch or ask them to sign up for a newsletter.
Similarly, if you are asking the buyer persona of a new graduate dealing with student loan debt to download an eBook about â€œFree Activities To Do With Kids!â€ it might not get the response you’re looking for either.
When your conversions aren’t resonating as you want, look at the content and who you are targeting. If the intention is off, the solution might be to revisit your keyword or social media targeting strategies.
- The Traffic â€“ Are You Getting the Right Audience to Drive Conversions?
Conversion rates depend on traffic coming to your page. If you aren’t getting traffic to your site, you might not get the conversions that you want.
Similarly, as mentioned above, if you are getting traffic but they’re not converting, it could also be a sign that the right people are not finding your content.
For instance, if you are targeting â€œdebtâ€ as a keyword and driving traffic to a â€œContact Usâ€ page, but people aren’t contacting you, they might not be looking for help just yet. They may only want to read an article about how to create a budget. But driving traffic from the term â€œhow to get out of debtâ€ or better yet, â€œdebt consultant <your location>â€ to that page could help drive more conversions.
Knowing what keywords to target and how to drive traffic to your website through SEO and other methods (such as social media marketing) is much more effective when you know your buyer personas and buyer’s journey.
Putting It All Together
To recap, an effective conversion strategy involves:
- Tracking your conversions and traffic.
- Having a design and flow that supports your conversion strategy.
- Making sure your content is targeted and accounts for all stages of the buyer’s journey and personas.
- Driving the right traffic to your desired pages in the first place.
Struggling in just one of these areas can put the whole flow off. This is why it’s critical to have a conversion rate strategy â€” ideally one that aligns with the rest of your digital marketing efforts.
You don’t have to go it alone. Pulsion Marketing offers solutions for conversion mapping, strategic planning, and much more. Contact us today for a consultation to find out how to improve your conversion marketing and drive more leads. Call 1-888-701-4441 or visit www.digiforcemarketing.ca.