As a business with that markets its products or services online using paid advertising such as Google AdWords (or even paid social media marketing like facebook Ads) – It is essential that you create returns from your paid digital marketing efforts. You must not only make a profit but also look at ways to significantly increase the margin of profit that you gain via these marketing channels; this is where conversion rate optimisation comes into play.
When it comes to marketing your business and selling products or services online it is essential that you implement conversion rate optimisation strategies to improve your returns. The first step is to provide your customers with an offer (whether it’s a product or service, or even a special deal). Once you have decided on your offer the next and most important thing is to have a sales funnel.
People don’t always make a purchase during their first interaction online and a sale usually happens over time. This is where the sales funnel comes in, it is a system to build a relationship with the customer, show them value of the product and how it solves a problem they are facing (show them value) and then attempt to convert them through to a purchase. Before even looking at conversion rate optimisation you need to ensure you have a solid sales funnel in place.
Discussed below are some conversion rate optimisation strategies that you can implement into your sales funnel in order to improve the returns you get from paid digital marketing efforts:
- Know the problem: When optimising anything online it’s important to first understand what problem the customer is facing and how you plan to solve it? This is something that is usually done even before your product or services are created, but even if you already have these and a sales funnel in place, understanding the problem can help you improve your offer and sales.
- Know your demographic: The more you understand and know about your target market the better your chances of identifying how they spend their time online and in turn what the problems they are facing are. This will help you create a profile of your ideal customer, the person whose problems you are attempting to solve with your product or service. Knowing things like your ideal customers age, gender, income level, career, marital status and even where they live or work can help you target them accordingly.
- Create a lead magnet: Lead magnets are a way to generate sales leads by collecting customers’ personal information. In order to interact with the right customer and someone who is more likely to convert through to a sale, it’s important that the customer gives you his or her details on their own will. The exact lead magnet that you use will depend on the type of product or service you are selling. Some examples of lead magnets include: free eBooks, surveys, trial memberships, demos and even free consults/reports. The purpose of your lead magnets is to harvest contact information of customers who are genuinely interested in the product or service.
- Have quality content and engaging headlines: Whether it’s your Ad copy or website landing page content, it is essential that you optimise it. For headings and headlines make sure the text captures your target audience – usually a question or statement about their problem is ideal. Within the actual page content it’s important that you address these pain points and show them how you solve and create value with your product or service. Keep your headlines and content concise and straight to the point, crowded pages and Ads are more distracting and unattractive.
- The Call to Actions: CTA’s are something that’s spoken about a lot when it comes to digital marketing, but what do you look at when creating an ideal Call to Action? Things like the way your call to action is presented (button or heading for instance) as well as colour can impact the decision making process of your customer. Even including words like ‘Now’ or ‘Soon’ can create a sense of urgency. The placement of your call to action is also equally important. Try to use the word ‘free’ where possible, this is one of the biggest motivators for online consumers, whether it’s giving them free shipping or a free consult include something even small as it will affect their decision.
- Create a reputation: Through testimonials and social media create a reputation. If your products and services are as good as you say they are then get the positive feedback from happy customers and publicise it. There is nothing more convincing than the comments of a genuine happy customer to push other people to purchase the product or service.