DIGITAL MARKETING/ONLINE MARKETING

Conversion Marketing: Useful Strategies to Increase Conversion Rate

Despite investing a good amount of money, many online businesses do not get enough buyers for their products or services. Digital marketing is a proven way of making a business successful. But, you should lead the marketing campaign with innovations and meticulousness. Most online businesses cannot convert 79% of their marketing leads into buyers. Increasing the conversion rate by 3-4% will fetch satisfactory revenues for the small businesses.

So, how to increase the conversion rate? Excellent digital marketing content, innovative advertisement campaign management, and many other factors impact the conversion rate. Embracing the right strategies for digital marketing is essential for businesses. In the following section, some of the vital strategies for increasing conversion rates have been discussed.

What Is a Conversion Rate?

For both search engine and social media marketing services, the conversion rate is an important parameter. Through this parameter, marketing campaigners judge the effectiveness of their marketing strategies. A low conversion rate implies that the business needs to adopt better strategies for running the marketing campaign.

Conversion rate is measured through a simple formula, and that is:

Conversion Rate = Number of visitors converted in buyers/number of total visitors on the website x 100

Conversion rate indicates the pulse of the visitors to your website. A shallow conversion may suggest the following improvements to your website and digital marketing campaign.

• Your business website fails to provide a good user experience (UX).
• The business marketing campaign is confusing, and thus target audiences do not arrive at your website.
• Poor content used for website and online marketing campaigns can result in a low conversion rate.

For improving conversion rate, a business needs to cover the flaws at the earliest. A digital marketing consultant can help in this matter. Small changes in the approach of digital marketing campaign management can draw a significantly better conversion rate.

Developing a Digital Marketing Conversion Funnel

Digital marketing includes many crucial strategies. Building a digital marketing conversion funnel is an effective way of running digital marketing campaigns. For building a conversion marketing funnel, businesses must adopt step-by-step strategies. The basic and crucial stages of the conversion marketing funnel are discussed below.

• Top of the Funnel: The topmost stage of a conversion marketing funnel is formally known as the Discovery. In this stage, a business discovers people who may show interest in purchasing your products or services.
• Middle of the Funnel: The middle stage, also known as Consideration, leads a potential buyer to the business website or product page. The middle of the funnel aims to render more information about products or services to potential buyers. In many conversion marketing funnels, you will notice an additional middle stage known as Engagement. The motto of the stage is encouraging the website visitors to try a limited-period free trial of the product or service.
• Bottom of the Funnel: Conversion is the last stage of the funnel, and it converts a website visitor into a successful buyer.

Some Useful Conversion Marketing Tactics

1. Develop Compelling Call to Actions (CTA)

CTA or Call to Action is vital for running social media digital marketing. Through compelling CTA, a business can enhance on-site conversion. Why call to action is so important? If you look at the conversion marketing funnel, you will discover the importance of an excellent call to action.

Using a compelling CTA at the top of the funnel (Discovery) can directly fetch a potential buyer at the conversion stage or bottom of the funnel. CTAs used in the middle of the funnel omit the requirement of going to the bottom of the funnel. A visitor turns into a buyer without visiting the bottom stage.

An experienced and certified digital marketer will suggest the following strategies for developing an excellent call to action.

• Call to action (CTA) becomes powerful when content is relevant and convincing. So, crafting good content enhances the effectiveness of CTA.
• Having multiple calls to action on a web page is also a good thing. But, CTAs should come naturally in the content. They should not look forcefully incorporated.

2. Utilization of Smart Popup Pages

Digital marketing plans of a business should include smart pop-up pages. Using the pop-up pages can increase the conversion rate by 40%. However, pop-up pages may also appear disturbing for website visitors if they are not incorporated meticulously. Multiple page pop-up is also a bad idea, as it makes buyers confused. Eventually, the person will leave your website buying nothing.

• Signup Pop-up Forms: Businesses can use signup pop-up forms for developing a sizable email contact list of potential customers. Email marketing is known for providing a better conversion rate than other digital marketing tactics.
• Exit-Intent Pop-up: Sometimes, buyers change their minds at the last moment. An exit-intent pop-up is important in such cases. A pop-up window asking “are you sure to exit/cancel?” can help to convert visitors who become hesitant at the last moment.
• Delayed Pop-up: Some users spend a good time on a website, but they do not purchase anything. A delayed pop-up for such users can help them to feel the urge to buy something.

3. Revamp the Social Media Campaign

Today, digital marketing campaigns are incomplete without social media campaigns. For a better conversion rate, a business should have a robust social media marketing strategy. According to the online surveys, only 2% of web visitors convert into buyers on their first visit to a website. However, first-time visitors drawn from Facebook convert into buyers in a higher number. Thus, a business should try fetching more buyers from social media platforms. Running paid advertising campaigns on Facebook and Instagram fetches a good number of visitors to a business website. Such premium advertisement campaigns are affordable to all businesses.

Besides running premium advertisement campaigns, businesses must enhance Engagement with their social media followers. For a social media advertising campaign with a high conversion rate, you can follow the tips discussed below.

• Maintain an Active Profile: A lot of small businesses keep their social media accounts dead. You should post something daily on social media pages, as it will increase social media followers.
• Groups and Communities: Businesses should use groups and communities to enhance conversion rates. Social media groups fall on the first stage of the conversion marketing funnel. From these groups, you can send traffic to the bottom of the funnel skipping the middle parts.
• Accept Feedbacks: Businesses should accept feedbacks and reviews on social media from the existing buyers. These reviews help other hesitant buyers into loyal buyers.

4. Videos for Enhancing Conversion Rate

While SEM in digital marketing is important, the significance of videos is increasing rapidly. In 2019, many small-scale businesses obtained around 66% of leads through video marketing. Thus, a business must use YouTube and other video content sharing platforms to increase conversion rates. The video conversion rate will be high if you follow the tips below.

• Video content should be meaningful and appealing.
• Videos used for creating awareness on products have a higher conversion rate.
• Call to action (CTA) is also essential for videos. Through CTA, businesses should drive visitors to the middle and final stages of the conversion marketing funnel.

An excellent digital marketing strategy can fetch a better conversion rate. Choosing the best digital marketing company is essential for this reason.