What Can You Do to Delight and Influence Your Audience To Convert
Only about 22 percent of businesses are satisfied with their conversion rates.
As an eCommerce marketer, your primary goal is to drive your audience to make a purchase. Or if you are a banking services marketer, you would want users to sign up or apply for your financial services. Conversion is often seen as a one-off event that directly impacts business revenue. But, this is just the macro-level view of conversion.
While your goal is to sell, is the goal of your audience to buy something from you all the time?
Conversion is Not Instantaneous
Before your audience makes a final decision to buy a product or try out your services, they have varied expectations and goals. Purchase is not something that happens in a single interaction.
This is where micro-conversions come into play – the series of interactions that audiences have with you as a brand culminates into the final macro-conversion journey. Thus, you need to focus on audience goals and track micro-conversions to see better conversion numbers.
Pay Attention to Micro-Conversions That Matter
In a quest to drive conversions, marketers often overlook the vital steps that audiences take to arrive at the final stage of the sales funnel. If you understand the steps that your target audience takes to move through your funnel, you can optimize every step of the prospect to the customer journey and lead them onto the final stage.
- Plot the customer journey across the stages of the sales funnel.
- Arrive at a list of information to address the expectations of your audience at each stage of the sales funnel.
- Test the delivery of communication that will drive your audience from one stage to the next.
- Implement conversion optimization best practices to move audiences within micro-stages.
- Monitor performance of interventions and tweak your strategies further to facilitate conversions.
Your conversion optimization efforts will go futile if you don’t map your audience’s purchase cycle and influence them to take the next best action. According to a survey, 60% of marketers are yet to use funnel analysis to improve their online conversion rates.
As part of our conversion optimization services for a leading bank, we defined the purchase stages of all products and started influencing visitors to the next relevant step. Instead of pushing visitors too early into lead forms, this move that focused on getting micro-conversions right dramatically improved the overall conversion rates.
Focus on Distinct Needs of Audience
Regardless of the visitor’s source of entry, do you have a portal that serves the same content to all users? Using the same content for someone who is a new visitor and someone who has researched your products already will not be effective. Instead, it’s best to provide custom experiences to visitors from different traffic sources with varied goals.
For instance, if the user is in the awareness stage and enters your website through search engines, it’s vital to understand their search intent through the keywords being searched and then optimize landing pages for specific users. On the other hand, if the visitor types your website’s URL, they are probably a returning user, and your analytics tool/cookies will have details on their interests in the portal.
Here’s how you can optimize website experience to suit your audiences’ goals:
- Identify use cases to proactively find audience intent and reach out to them with personalized communication.
- Track the source of traffic with a tracking code.
- Build a decisive engine and configure rules to determine what content is to be presented to what segment through appropriate channels.
- Test and continue optimizing to know what type of content drives them towards conversions.
Don’t treat all traffic the same way and provide the same content; it’s time to adopt dynamic strategies that suit your audiences’ needs. And, once you resolve your audiences’ needs, you can trigger them towards conversion.
A client wanted to double the number of leads generated from their portal. We went ahead and defined custom experiences based on traffic source, search terms used, and time of the day by altering portal elements, alert messages to show empathy, and displayed expected information in forms. As a result, there was a 186% increase in leads generated in just under 6 months.
A user-centric conversion optimization strategy is one that puts your audience in the spotlight. Focusing on small wins and micro-conversions to get big results and aligning your audiences’ goals to conversion goals is essential to improve your conversion numbers.
Are you using the above optimization techniques to improve your website conversions? If, not it’s time to transform your conversion optimization strategy.
Contact us at firstname.lastname@example.org to know more about winning conversion optimization best practices that you can implement to drive more conversions.
Conversion optimization efforts encompass a wide range of skills that you will need to achieve outstanding results. Stay tuned to learn more on how to build and structure a conversion optimization team.