The cost of driving more traffic to a website is not only challenging but a costlier process. It is one of the traditional ways of increasing online business.
There is one other way to boost your business – which is by improving the conversion rate of your marketing processes and turning your current traffic to paying customers. The growth in business is achieved by experimenting websites and leveraging that data to improve conversions by making it more effective. Marketers admit that this is a cheaper strategy to generate sales than gaining customers by driving more traffic to a website.
The conversion rate in online marketing is termed as the percentage of visitors who take the desired action intended in a marketing process. So, naturally this is a data-driven process and the rate of conversion is calculated by dividing the number of people who convert by the number of people who are asked to take action. This action could range from making a purchase to downloading an eBook to completing a registration form.
There are a number of ways to boost conversion rates. Let us discuss a few of them here.
Doing A/B testing
A/B testing is the core of a conversion optimization process. The testing need to be constant, meticulous and rigorous to achieve successful results.
The starting point of this exercise is to examine the existing structure of customer acquisition and customer delivery process. This is done by checking out Google analytics to study current conversions and determine the way customers navigate and drop off from a website.
This data help marketers to determine issues which create roadblocks to conversions. Necessary changes are carried out to resolve these barriers through trial and error. This entails repeated testing and therefore the testing has to be continuous for optimization.
Cut the jargon
The website of a brand plays a big role in influencing a visitor by providing him with information or a product that he seeks. The layout, display, and information on a website need to be simple and clutter free for visitors to find easily what they came looking for. This is even more important when you consider that people have very short attention span these days.
Clarity is something which marketers underestimate for which they pay the price for. People are not interested to read or know about things that don’t matter to them. One good way to bring clarity to marketing speak is to put oneself into a customer’s shoes and analyze it.
Marketers need to cut the jargon in all information they provide to customers. This can improve the conversion rates considerably as the number of people who move out and get disconnected with a brand will get reduced.
The website of a brand plays a big role in influencing a visitor by providing him with information or a product that he seeks.
This is an important aspect which marketers fail to take seriously.
According to Zig Ziglar, an American author, salesman, and motivational speaker once said that there are only 4 reasons why people won’t buy from a brand. (1) Either they do not need it, or (2) they do not have the money, or (3) they are not in a hurry and finally (4) they do not have trust in the brand. A brand cannot do a thing about cause no. 1, 2 and 3 but building trust is entirely in its hand.
How can you build trust with your customers?
Firstly, provide accurate information to them. Many time we claim a number of features in our marketing speak. See that they are real and actionable – you should not get carried away by promising things which you cannot provide your customers.
A brand should convince customers there is a real organization behind the website. Give a physical address. Photo of your office or building is more convincing.
Customers should be told about a brand’s expertise in the field. Name experts who work or are related to your business. This increases the credibility of the brand manifold.
Restrain while putting out promotional content. Do not hype, blow pop-ups or put blinking banners – these are often considered to belong to shady businesses. Avoid errors of all types – even small spelling mistakes – because they will make you look unprofessional and untrustworthy.