For many business owners, marketers and entrepreneurs, fitting conversion optimization into your marketing plan may demand a total rethink of how you’re running your marketing from the ground up.
The basic principle of conversion optimization is to put the emphasis on getting the right kind of attention. If your marketing is built around hitting as many eyeballs as possible, you’re chasing high impression rates, but high impression rates don’t support a business unless you’re relying strictly on ad revenue, which isn’t the best business model right now.
Strategizing around higher conversion rates demands that you build your marketing around a couple of primary principles:
- Reaching Out to the Right People – what this means is that you’re not just going for views. Yes, you want a lot of views, but you’re acknowledging that not all views are created equal.
- Giving the Right People the Right Content
Secondly, those “right people” need to have a reason to stick around.
There are a number of tactics that you can apply that conform to this broader marketing strategy. Overall your philosophy should be fewer impressions, more conversions. If you’re chasing the impressions that count, then you’re probably going to see fewer impressions than you’re seeing right now, and far more conversions.
Improving Landing Pages
One of the best things that you can do for your conversion rates is to never settle on your landing page, never kid yourself that it’s “finished.” Keep looking at the data and keep improving it.
Try offering a discount to people who fill out surveys on your landing page. Do they find it easy to navigate? If they didn’t convert, why not? By asking your visitors flat out what they want, you may wind up with some data that is hard to get from Google Analytics.
Expanding on this, you can also start to employ popular conversion optimization tactics, such as A/B split testing or Multivariate testing. The latter is a little more complicated and in depth than the former but these techniques will really help you to drive those conversions higher and higher.
Time is of the Essence
When are you sending out your customer emails? When are you posting on Facebook and Twitter? When engaging customers directly, it’s important to take their schedules in mind. If you’re selling products to nine-to-fivers, then emailing them while they’re at work isn’t going to do as much good as emailing them in the evening when it will appear at the top of their inbox.
Engage your prospects on their own terms, that includes waiting until the right time of day and day of the week to connect with them.
Stop Doing What Doesn’t Work
If an ad stream is bringing you thousands of visitors, and one customer a week, then your cost-per-customer acquisition is probably going to be a little high. You can’t afford to advertise to everyone unless you’re Coca-Cola, and even Coca-Cola generally doesn’t try to push Coke Classic on health food markets.
Know who your customers are, know who your customers aren’t, and stop wasting time, effort and money on marketing streams that aren’t bringing in the right kind of visitors.
Improving conversion rates generally comes down to pursuing people who are pre-sold on what you’re doing. If you make wedding dresses, for instance, the people you’re talking to are already looking for wedding dresses, they don’t need convincing. When you bring in people who are already looking for what you’re offering, the conversion process has begun even before you’ve fired off your emails or written your landing page.
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