Any online marketing campaign’s end goal is to increase sales. But to do that, you’ll first need to attract your target audience and convert them into paying customers. And this is where conversion rates come in.
Conversion rates are one of the adequate factors you can record to determine the effectiveness of your marketing campaign. The average conversion rate is usually 2 to 5%. A successful conversion rate will push people to action — whether to purchase from your website, fill up a lead generation form, or even sign up. And those already directly affect your campaign’s conversion rates.
Notoriously low conversion rates are a sign of a disconnect in your marketing campaign and may need re-evaluation. However, typical to high conversion rates mean that you’re doing something right in your campaign because it’s working.
But the aim is really to find ways to track and increase your conversion rate to see what works and what doesn’t. This way, you maximize the time, money, and effort placed into your marketing campaigns.
1. Focus on user intent
Even keyword searches come from users’ search behavior, so it becomes necessary to concentrate on user intent if you’re gunning for better SEO and, thus, higher conversion rates.
Focus on what solutions you can offer your audience on search engines, looking for answers for specific questions, problems, and issues. Format solutions relatable and digestible to your audience and available in the relevant channels.
By focusing more on user intent, your website takes in more organic traffic and strengthens your authority as an expert in particular fields. As you gain the trust of your audience, you can increase your conversion rate through sales and repeat customers.
2. Invest in evergreen content
Imagine having content on your website that doesn’t seem to expire or grow out of the latest fad. That’s evergreen content. It’s content that is constantly relevant even as time passes.
Marketing expert Richard Perrin, director of Paramark, says, “While you may think of evergreen content as an extra quantity of bulk for your website, it does more by offering timeless and valuable information to readers. You may still need to refresh existing content on your website, and it’s also an intelligent strategy to balance your content with evergreen articles.”
Evergreen content allows you to be more visible with your information because of the varying keyword targets. Plus, it helps verify you and your brand’s position as industry experts, making it less complicated to gather first-party information from your audience.
3. Add social proof
Consumers have become more vigilant in this hyperconnected landscape by checking reviews first over trusting ads. You need to gain the trust of your audience if you’re looking for them to commit to your product, service, or brand altogether. The easiest way to build trust is by supporting it with proof.
Add social proof to your website, and this means placing a designated space on your site for reviews and testimonials from actual customers and established personalities and publications. Case studies are also more in-depth and can showcase the solution your brand offered to a specific problem.
4. Make things easy for visitors
Make the initial step a breeze, and the next challenge is to keep them engaged. A complicated first step of the process, like filling out a complete form, quickly turns anyone off from moving forward. Instead of asking visitors to fill up page after page of information, ask for their email address instead.
Another option gaining traction is alternative logins using visitors’ already existing accounts on Google, Facebook, or other social sites. By simplifying this initial step, visitors do not have to commit to a subscription or membership, and you’ll see an instant increase in your conversion rate.
5. Offer a live chat option
Adding a live chat option to your website increases the trust of your visitors and boosts your conversion rate. Many visitors are hindered by a query about your product or service at the last step. A live chat tool erases those last doubts and converts visitors to customers quickly. A live chat option converts as much as 20%. Live chat can also increase the chances of your customer purchasing more.
Live chats are extremely useful as they guide visitors and customers towards answers to their queries (even if it’s just showing snippets from the FAQ page), track orders, and handle complaints. Live chat doesn’t even have to be a human being at the end of the line. You can get live chatbots in any reputable marketplace for a small fee or even free.
Aim to increase your conversion rates this year. While conversion rates from 2 to 5% are a good sign, the industry’s top percentile has a conversion rate of 10%. That must mean they’re doing something very right that’s making their marketing campaigns very effective.
In essence, boosting your conversion rate all boils down to user experience and user journey. You increase your chances of converting your website’s visitors by improving on these.