How to get more conversions with modern digital marketing tactics?
By Subhas Desai
We constantly hear marketers talk about optimisation of conversion rates, digital marketing budget, return on investment (ROI) and conversion tracking. What do they mean in the modern digital marketing context?
Conversions in the marketing industry are essentially goal completions, which are usually referred to as ‘sales situations. In a digital marketing parlance, the conversion rate is the percentage of people who visit the website and take the desired action, like buying a product or signing up for subscriptions. The desired action could be anything from signing up for a mailing list, making a purchase, or just filling out some contact information.
There’s no one key that unlocks conversions. You need a blend of persuasive copy and headlines tailored to audiences, ensuring the site loads quickly, easy on navigation, promoting a call to action, right use of photography and videos. That just doesn’t end there. You need to leverage social media marketing and effective lead generation tactics that will drive website traffic and conversions.
“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.”
The Weak Link
Our experience working with Fortune 500 companies and start-up companies boils down to two simple mechanisms to drive quality traffic:
- Pull marketing – SEO, social media and other inbound tactics
- Push marketing – Paid advertisements or PPC (pay-per-click)
This is no rocket science in driving traffic. However, the problem many marketers face today is engaging the traffic on the landing page and persuading them to take action.
Remember the goal is NOT to generate a ton of traffic. The goal is to create sales situations.
Digital strategies should encompass what you want visitors to do, not what visitors want to do. Having a website or an app and hoping that people will come to find it is not enough. It is of vital importance that businesses work on customer needs and feedback for conversions.
Six fail-safe strategies to improve conversions
- Creating content for search engine traffic
If you are creating content for search engine traffic, stop it! Google recently rolled out a "helpful content update" which aims to better reward visitors where they feel they’ve had a satisfying experience. At Markiverse, we first define the target audience demographics and then create campaigns that will appeal to them. Gone are the days when marketers created content primarily for search engine traffic and promoting how product stands out from the rest. Today it is all about ‘creating real experiences’ through right context and content. Google bots go beyond mere keywords. It’s all about narrative and ‘helpful content’.
- Construct Killer CTA
After putting in a lot of effort to write compelling content, you can’t miss out on a clear CTA. When you invite guests for dinner, you can’t leave them to fend for themselves. You need to show them the way to the dinner table where they will be served. A clear CTA is like a dinner table - important for them to feel they got what they were looking for. That’s because it’s the last thing your prospect sees before they make a decision. But what does it mean to provide clear CTAs? Use contrasting colors, bold text, and large font size to make CTAs stand out and be readable. Avoid using text that is too long or complicated which distracts prospects from the CTA.
- Social media is not about likes or shares, it’s about driving traffic
Social media marketing doesn’t mean to create a post and dump on social media channels hoping that someone would like it and ‘marry’ you. No, it doesn’t work that way.
At Markiverse, we turn social media marketing to get more conversions. A strong social media presence helps brands in getting noticed more often. You got to treat channels as traffic sources, not an engagement platform. This might sound as against the market definition, but sadly that’s the truth. If your goal is to get likes and shares, do it… but if your goal is to drive traffic, you need a different copy.
- Working on customer needs and feedback
Getting customer and product feedback along with reviews is important for the success of a business. Having happy customers is not just a secret to success, but also gives you a competitive edge over other companies in the industry. According to a study, 56% of customers say a company’s response to a review changed their perspective on the business. (Smith) 89% of consumers are more likely to make another purchase after a positive customer service experience.
Understanding what your customers want is essential to increasing conversions on digital marketing campaigns. You need to work with them, not against them. Businesses need to devise a clever strategy by taking customer needs and feedback into consideration. Simply put, the Mantra to digital success: Customer is the KING.
Let’s say you got a ton of traffic. You got them interested in reading your copy and engaging them on your offerings, but they leave without signing up. What does this tell you? It just means that they need a bit of time and space. However, the risk you will run is ‘out of sight’. Once you are out of sight, you will be of their mind.
To make sure you are in front of them wherever they go, you need a tactic called ‘Remarketing’.
Retargeting is a digital marketing technique of displaying ads to people who have previously visited the advertiser’s website or mobile app. The main goal is to target potential customers who have shown interest in the product, but for some reason, didn’t purchase it. It enables you to make them come back and make the purchase. These ads are displayed on various platforms, including social media, search engines, email platforms and banner ads. They are customised based on what the person looked at before visiting your site or app and has a conversion rate that is 10x higher than other types of advertising. In a nutshell, retargeting is one of marketing managers’ most effective and underestimated tools.
- Website optimisation
Enhancing customer experience is the key to improving website conversion rates. It takes 50 milliseconds for a user to form an impression about your business from your website. Businesses should optimise landing pages to ensure that the target audience finds what they expect once they click. This makes it imperative for businesses to invest in web design and development services and enhance their brand’s image. Conduction A/B testing (split testing) is a technique for comparing two designs to determine which performs better. It’s a process where designers make small changes to optimize websites and landing pages. Comparing two completely different designs makes it difficult to tell what specifically increased conversions.
Get a clearer picture of your website’s user experience with accurate insights from Markiverse Web development team. From function to fresh designs, Markiverse with professional expertise ensure that your website is up to the mark.
Digital marketing is a powerful tool which helps you orchestrate diverse customer journeys and achieve your business goals. You can use it to get more traffic and conversions, grow your email lists, and more. However, there are many different digital marketing strategies that businesses can use. Let Markiverse help you figure out which ones work best for your business needs. We believe in bringing value to our customers. Markiverse has been catering to startups and F500s with high rates of success.