How Can You Improve Your Conversion Rates?
We’re not much for math, but formulas do play a part in digital marketing…at least for us! The formula for online business growth is simple. Increase visibility so that you can increase traffic so that more people will convert. That’s right, it’s simple, but so much can go wrong along the way that we thought it might be a good idea to share the basics. Typically, we only share this information for potential clients, but The basics will set up the proper foundation for more customized marketing strategies and position you for success.
First, You Must Increase Online Visibility
Have you ever heard the saying ‘the horse will never drink the water if he can’t find it’? This is true for your website. Luckily there are several ways to “map” his path to your website. 💧
1. Google Ads
You can increase your online visibility in a number of ways. Google Ads or paid advertising is the fastest (and most expensive) way to reach prospects. If you do the proper keyword research and clearly identify your targets, you are able to put your company and products in front of people at any stage of the buying process.
The cost may seem high, but if you are reaching people who are ready to buy, then the cost per click might be worth it.
2. SEO Content
A second, and highly popular, method of building a digital footprint is with SEO content. By targeting relevant keywords and writing quality content, you can show at the top of the organic search results. The internet has become a primary source of information, so it helps if you are the one supplying what people need.
The effects of SEO last much longer than paid advertising (which stops as soon as you stop paying) but don’t assume it’s cheap and it often takes longer to see results. The other thing to consider is that SEO content is often educational. After all, that is what Google ranks. Adding quality content to your website is also a great way to show your potential customers/clients your expertise and will help build trust with them. This type of material is geared towards information gatherers who might not be ready to buy.
3. Social Media
Social Media is a great way to gain brand recognition and reach new prospects. Like paid advertising and SEO, it also requires an investment of time and money. However, social has the added benefit of “word of mouth” advertising, also known as “sharing.” We highly suggest having both advertising and regular posting as a part of your entire online marketing strategy.
4. Integrating Channels
The ideal strategy for increasing online visibility involves integrating all three channels. You can use paid advertising to meet short-term goals. SEO can be used to rank for non-branded queries and to reach new niche markets, and you can build brand recognition on social media.
Increase Traffic
Regardless of where or how you reach people, you must get them to visit your site (click-through). That’s done with good messaging and attractive offers. In other words, entice them with something they want (information, special deals, etc.)
If you are reaching potential customers through paid advertising, then an offer is your best hook. Advertise a discount or a limited-time deal. The trick is to know your audience and that may necessitate hiring a Google Ads specialist to help you target the right people at the right time.
As we stated before, SEO content is usually written for information seekers. Therefore, the hook for them is more DATA. They need concrete information, stats, case studies, etc. so that they feel comfortable moving forward. Do not neglect your meta descriptions. They are powerful tools for drawing traffic to your website. You have about 150 characters to convince someone that you have the info they need.
Social media is more about entertaining. If you can engage a person, then they are more likely to visit your site or pass along your information to another. Like paid advertising, you need to know your audience and what motivates them. Engage often and tantalize rather than give it all away at once. There are ways to convert a prospect directly on the social platform, so that is also an avenue to explore.
Improve Conversions
Ok, they found you and you convinced them to click-through. How do you get them to convert? All you have to do is reduce friction, give them options, and provide a stellar customer experience every step of the way. Simple, right?
1. Reduce Friction
Your website has to work correctly! It needs to be fast and easy to navigate. If at any time your prospect starts focusing on the website rather than your product, you are in danger of losing them.
Deliver what you promised. There is no greater turn-off than clicking through to get a “great deal” and discovering that it comes with 1 million strings attached, or was completely misrepresented. It’s OK to clarify, but try to keep things simple and straightforward.
Make it easy for them. Try to anticipate any questions that might arise and put the answer right there in front of them. Eliminate any stumbling blocks between your client and the end goal. Consider how many items you have bought online because of the one-click payment. After all, who wants to walk across the room for the credit cards?
2. Give Options
Commitment is seriously scary. You need to make sure that a “lesser” option is always available for those with cold feet. For instance, consider the sites with “Wish Lists” or “Save for Later” options. If you are a service business, consider offering a “Free Online Quote” instead of scheduling an appointment. Once you have their information, you can continue to follow-up until they feel more comfortable committing.
3. Create the Perfect Customer Experience
Treat your prospects and returning customers as if they were royalty. Anticipate their needs as much as possible and follow-up on inquiries right away. Remember, you want that conversion, and even beyond that, a fantastic review.
Let Us Help!
If you need guidance on how best to market and communicate with customers, give us a call. The team at Inque Media can help you improve online visibility, traffic, and conversions.
Natalie Thibault
Owner of Inque Media
