March 26, 2015 Michael Bickerton
You’re a smart marketer, right? One who follows every rule in the marketing handbook, right? You have practiced great customer service, you have invested in your employees, and you have build a website that drives consumers to your website… But haven’t you found that driving traffic is enough to convert those visitors into a loyal customer?
You’re right! Traffic isn’t the only thing that’s going to make people want to invest in your product, but thankfully there are plenty of tips and tricks you can use that will help you boost ROI and increase conversions.
Conversion Funnel Refresher
It’s purpose is simple, to guide customers from awareness to action. The conversion funnel has four essential elements that will help you succeed in your conversions: awareness, interest, desire and action. Each of these four phases must be managed correctly in order to achieve the sales you want as a marketer/retailer.
Awareness: As soon as someone becomes aware of your product, they move from one extreme to the next. In this case, it becomes consumer to potential customer. You goal is more than to peak their interest.
Interest: You have them interested in your product, now you have to spark a desire to have the product. This is probably the most difficult of the stages, as you have to convince the potential customer that they actually are in need of your product or service.
Desire: Once desire sets in, you need to give them a reason to make the purchase. This can be affected by price, brand, value and other logistics.
Action: Ready, set, action. Your potential customer has taken action and they become a customer.
Increasing conversions is difficult, but with the right tools you’ll be able to move potential costumers to customers through a conversion funnel. Here are ten tips that will help you increase your customer base.
Copy, copy, copy, it works
No I don’t mean literally copy, but invest on creating copy that will sell the product. Having great quality copy will help boost the image of your brand, so get out there and build some amazing and compelling content to win them over.
Pay attention to Headlines
Headlines are the prelude to the sell; invest the time to create headlines that attract consumers or potential customers to read more into your product. Headlines are one of the first things someone sees before even reading the copy… That’s even if they get to that part! People nowadays have a short attention spans, so you need to get their interest from the get go. According to Infinite Conversions, “ Over 80% of abandoning visitors never return.” This means you want to convert right away as soon as they visit for the first time, because it is likely they may never come back if you don’t work hard enough to convert them that day.
Use A/B split testing
Your next goal is to find an A/B split testing software tool you like, and get cozy with it. Everything on your site should be tested from colors to site layouts, titles and images. The insight that this software can provide you with will dictate how your marketing strategy proceeds.
Here are some examples:
Be a Social Butterfly
This is one of the best tools you can use to promote and push consumers through the conversion funnel. Getting people to follow you on Facebook, Twitter and Pinterest take a great deal of work and making them do this will nudge them from awareness to action. Implementing a social login features on your website can increase sign ups. 86% of users will not sign up if the process incorporates a registration process, but 77% are willing to sign up with social login options.
Don’t widen your horizons too much. By focusing on a specific target market, you’ll find that you will have a much greater success, and you’ll find that you have fulfilled your goals. Remember you want quality not quantity.
Give Email Marketing the Old College try
Email is extremely important, especially to Raven5, we have taken great pride in providing our clients with tailored email lists that suit their target market. It has been a valuable tool for our company. 68% of participating companies have reported good or excellent ROI. If you’re going to implement email marketing as part of your marketing mix, you must remember that the average adult attention span is only 8 seconds so you must keep the content in the emails short and sweet.
Be smooth and work at a turtle’s pace with changes. You don’t want to makes changes so dramatic that you are totally unrecognizable to your loyal customers, but do make them from time to time.
Create a sense of urgency so that people buy your product. Even something as simple as adding a countdown clock, or telling people that the sale ends today is enough for people to jump into action and make a purchase.
People need direction! If they don’t get it, they will literally fall out into consumer land and you will be right back where you started – awareness. You have worked hard to get to this last step, so make sure you are using directional cues that are proven to increase sales and conversions on product pages.
Use compelling CTAs
Call-to-action, nothing beats it and nothing sells like it. Whenever you write a blog post, send out an email or write something on social media about your product or service, it needs to have a clear CTA.
Now that you have your ingredients, bake your cake.
In the end, it all revolves back to driving traffic to your website, and how well you are able to drive and convert these potential customers. Worry about what percentage of visitors are adding value to your bottom line, and use these tactics to maximize your conversions and increase profit!
Wondering about engagement? Check out some Customer Retention Tips!
Michael Bickerton, Raven5 Ltd. March 2015