There are many new business owners out there that jump into the digital marketing spectrum expecting to achieve their goals by just driving traffic to their website. However, they fail to acknowledge that the most important part of their digital marketing success isn't driving the traffic but converting the traffic. The key is to turn a considerable amount of your website visitors into sales leads.
The process of improving your conversion rates in digital marketing is known as conversion rate optimisation. It is one of the most overlooked processes in digital marketing but generating sales in one of the main purposes of your website. So, if you are looking for ways of increasing your conversion rates through digital marketing, then keep reading this article. Alternatively, if you are completely new to the whole of digital marketing, then we recommend this blog post by Revive.Digital. We found it to be a highly informative and thoroughly enjoyable read.
Call to Action Buttons
A call to action button is a must for all landing pages out there. Think of it this way. How will your target audience take an action you want them to without telling them to do it? The location of a call to action button is also critical for driving conversions. It is always wise to have them above the fold of the screen so that visitors don't have to go out of their way to find one.
Sign Up Forms
A big mistake that business owners make on their websites is copying and pasting sign up form templates without optimising them. Most templates ask users for information that isn't relevant to why they came to a website in the first place and therefore, doesn't help them convert at all. In fact, some might just leave a website without finishing the form because they feel like their time is being wasted.
Social Validation and Customer Testimonials
Social media has become one of the biggest types of digital marketing in recent years, so it is natural to include social media signals as part of your conversion rate optimisation plan. This is because more, and more social media users are trusting what others say about a particular product or service. The best location to add social validation and customer testimonials on your website is near your call to action section to try and convert them into a sales leads.
Page Load Speed
Improving how fast your web pages load is one of the most important factors that businesses and marketers overlook when it comes to conversion rate optimisation. Many fall into the trap of loading their webpages with heavy graphics just because they think it makes it look better and to a certain extent they do. But, too many heavy graphics really slow a page's speed down. There are many business owners out there that don't realise that almost 50% of people expect a website to load within 2 seconds and the exact same number will abandon a website if it doesn't load in 3 seconds.
Use Video Content
Videos are no longer a marketing tactic that is growing in popularity.
They are an extremely powerful way of communicating a brand story and build relationships with website visitors and prospects. In fact, video format increases purchase intent by 97% and brand association by 139%.
A/B Testing
If you are a new business or perhaps an established one but with a new website, then experiments play an essential part in increasing your conversion rate. They are a way of vastly reducing the risks that come with making initial guesses about your website. Performing these experiments (otherwise known as A/B tests) are a way of turning more of your visitors into paying customers. For example, you may have a few different variations of a landing page and want to decide which one performs best. An A/B test is a way of testing them both and checking which one converted more of your visitors.
Create Persuasive Copy
If people are reading content on your website or landing page, then they are already interested in what you have to offer as a business. Your job is to help them envisage themselves benefiting from choosing your business for their needs. This is because people buy for emotional reasons and not practical ones. They want a product or service that is going to make a positive impact on their lives, and you have to communicate that your business is going to do.
