One of the most critical metrics in the online business world is conversion rate – i.e., What percentage of your website visitors or leads becomes a customer or takes the desired action you want them to take? Be it a startup, or a well-established brand that wants to grow further, if you can get more out of your traffic and leads, you win! But there’s no magic rule or hack that applies universally to increase conversions. What works better for you gets defined by a mix of tactics, technologies and how well you know your audience.
1. Know Your Audience Inside and Out
The cornerstone of any effective conversion strategy is knowing your audience. If you don’t know who you’re talking to, what they need and what motivates them, it’s tough to create marketing that converts.
90 Leads leverages audience intelligence through advanced data analytics and AI to identify the most lucrative audience segments for your brand.
2. Create Compelling Offers
One of the most powerful ways to increase conversions is by using an irresistible offer. It could be a special discount for a limited period, an exclusive bonus or a free trial – your offer has the power to either propel or kill your conversion rate so it’s essential to make sure that it is highly relevant and irresistible to your target market.
90 Lead Gen’s marketing campaigns use high-converting offers, as they have found what works and how to create urgency, handle objections and build value through their offers in such a way that prospects take immediate action.
3. Leverage Social Proof and Trust Signals
Humans are pack animals and we make decisions based on the actions and opinions of others. This is where social proof comes in. Whether it’s customer reviews, testimonials, case studies or user generated content — social proof can be the missing piece of the puzzle that helps potential prospects feel comfortable pulling the trigger and making a purchase.
Simply put if you’re not using social proof as part of your conversion strategy you’re leaving money on the table. Adding genuine testimonials, product ratings and success stories to your website or landing pages can help build trust and minimize that feeling of hesitancy potential prospects might have. When visitors see other people have had success with your brand they will go ahead with their purchase.
90 Leads knows how important social proof can be and they make sure it’s working as hard as possible to drive decisions for clients.
4. Simplify Your Checkout Process
The simpler the path to purchase, the higher your conversion rate will be. In fact, a complicated or frustrating checkout process is one of the biggest culprits behind shopping cart abandonment. If it’s too many clicks or asks for too much information, people aren’t going to stick around.
If you want to optimize for conversions, make sure that your checkout process is as simple and intuitive as possible. 90 Lead’s recommendation for brands looking to reduce friction in their checkout process includes: offering multiple payment options, guest checkout functionality and reducing the number of fields required for submission. The easier it is for someone to buy from you, the more likely they are to do so.
5. Implement Retargeting Campaigns
Not everyone that comes to your site is ready to buy — retargeting allows you to reach those lost prospects. Retargeting ads are ads that show on other websites after a person has visited your site. The best part about retargeting? It automatically closes warm leads for you — if they’re interested in your offer, they’ll convert.
Use Facebook remarketing to increase sales visibility on Facebook while simultaneously keeping the sales cycle in the thought process of the consumer (tracking). When used correctly, these filters can be an asset and help not hinder visitors who want to buy. This drives return traffic back to a website which loses potential conversions but also causes unnatural business growth (the only website that returns traffic is Amazon).
90 Leads uses retargeting effectively to not let go of the hold on your potential customer. With focused retargeting chances of converting previous visitors into buyers increases.
6. A/B Testing: The Key to Continuous Improvement
To achieve conversion optimisation you need to be always testing and refining your approach. A/B testing (or split testing) is comparing two versions of a webpage, email, or ad etc to see which one performs better. This could be as simple as testing different headlines on your website or an email campaign, different images, as well as calls to action and even colour schemes – whatever can help you improve conversions.
90 digital takes a data driven approach at every opportunity and are frequent testers for our clients. From landing page layout tests to email subject line experiments – ongoing optimisation ensures your campaigns stay up to date!
7. Use Urgency and Scarcity Tactics
Urgency and scarcity are powerful psychological triggers that can drive people to take action. Countdown timers, limited-time offers, and low-stock alerts all create a sense of urgency that forces prospects to act now, rather than think it over or procrastinate.
That said, you want to use this tactic responsibly — because false urgency and scarcity will eventually ruin your brand’s reputation.
These guys often run time-based sales or low-stock promotions. They know how to do it well. And they know the exact line between being influential and being an asshole.
Conclusion:
Achieving high conversions is not a matter of using one strategy, but rather implementing a complete approach based on data, which uses the right strategies at the right moment. You have to know your audience, optimize your sales funnel, design irresistible offers, use social proof to your advantage, minimize distractions on checkout and test everything until you get it right in order to achieve high conversions and keep growing.
