How do you improve conversions with digital marketing?
The whole point of digital marketing is ensuring that there’s brand awareness and at the same time there are conversions. The process of improving your Digital Marketing conversion rates is aptly called Conversion Rate Optimization. It is one of the most overlooked processes in Digital Marketing but it is during this stage where the main purpose of your website should be realized – whether to gather contact information, increase subscription to a newsletter or training program, or product purchase.
The main question every client will ask you as a digital marketer is how will you convert? These are the steps you must take to ensure that you’re on the right track.
1.) Optimize Your Page Load Speed
Improving how fast your web page loads is definitely one of the most important factors digital marketers overlooked to improve their digital marketing conversion rates. Many have the tendency of loading their sites with heavy graphics, videos, and other plugins that slows down loading speed considerably.
2) Optimize Social Validation and Testimonials
Social media has emerged to be a very significant digital marketing factor, so it is but natural to include social media signals as part of your conversion rate optimization plan. What this implies is that they would most like respond to a call to action if one or more of their social media friends have previously done so – or is recommending that they do. You can add social proof and testimonials together with information or content about your brand, products or services. The best location for such testimonials to appear on your site is near the Call-to-Action section – and let these social proofs prod your visitors to convert into leads or sales right there and then.
3) Optimize Your Sign Up Forms
One of the biggest mistakes digital marketers make is to copy/paste sign up form templates and embed them into their sites without making any customization or optimizations. Many of these generic forms would ask online users with a bunch of questions, some personal even, that will really not help or urge them to convert. Some may even be turned off and leave without finishing the sign up form, feeling that they’re just wasting their
time.The key to optimizing your sign up forms is to focus only on the most basic information you will need to make conversion complete. Contrary to what others may think, the Captcha field is not really appealing to online users. Spam is your problem, not theirs, so don’t burden them with such time-consuming controls. Choose forms that can validate and check errors inline instead of after web form submission to be more efficient and save time.
4) Optimize Your Location Targeting
One mistake digital marketers do is to create campaigns that target almost everybody in the planet. That would be good if you have the capability to market and deliver products or services to anywhere in the world. You might get website traffic from as far away as Timbuktu, but it doesn’t mean that they’ll avail of your products or services – or you have the capacity to deliver to this part of the world.
But if your intent is to target only customers near a specific geographical location, then optimize your website and landing pages specifically for that location. Doing so, you may experience a decrease in web traffic, but the traffic generated will be highly targeted to potential customers near your area of operations who may be more than ready to avail of your products or services.
5.) Optimize Your Call-to-Action Buttons
The Call-to-Action is definitely and obviously a must for your landing pages. How will you expect your targeted customers to take action if you don’t specify what you want them to do next? Digital marketers may be aware of the importance of the Call-To-Action per se, but what is little known is the importance of optimizing the Call-To-Action button itself. Buttons are a natural magnet for click through unlike ordinary text links, but they should clearly specify the type of actions you want your page visitors to do: Sign Up, Download, Like, Buy or Call.