How to Increase Conversion Rate

Digital marketing research

Conversion rate is one of the most important metrics in marketing. It tells you what percentage of people are completing an action. This action could be entering a name and email to claim a free resource, signing up for a coaching call, or making a purchase, just to name a few.

Tracking conversions is a great way to measure your results and determine whether you’re meeting your goals or not. Without this data, it becomes difficult to assess how well your marketing is working or what might need to be improved.

In this article, we’ll cover six practical strategies to increase your conversion rates and start getting a better ROI from your marketing. While conversions are important for other digital assets like email and advertising campaigns, this article will focus specifically on conversions for offers on your website and landing pages.

6 Strategies to Boost Conversions

Strategy #1: Improve Your Offer

One way to boost conversions is to improve your offer. Along with demonstrating your unique approach and expertise, It should stand out and provide tangible value to your target audience.

It should address their major pain points and desires and help them solve a problem or reach a goal. While it doesn’t need to take them all the way, it should provide a quick win and give them a glimpse of the other side. Having a unique offer that speaks directly to them will make it irresistible and something they won’t want to miss.

If you’re not sure exactly what your audience is looking for, then ask them. Conduct market research to get better insights into their wants and needs. Share your offer with a group of trusted people such as your clients or colleagues to get feedback and improve it.

Strategy #2: Improve Your Packaging

A valuable offer also needs to be perceived as valuable. Create a dedicated landing page that showcases your offer in a professional and compelling manner.

Highlight the key benefits and features of your offer in your messaging. Again, it should speak to your target market’s specific pain points and desires in a way that evokes emotion.

Most importantly, have a clear call to action with an easy way to claim your offer. Ideally, you should have your call to action in three separate sections on your landing page. Place one at the top of the page before they start scrolling, one in the middle, and one at the bottom.

Include client stories and testimonials or media features to boost authority and credibility. This establishes trust in your visitors, especially those who are discovering you for the first time. More trust will lead to more conversions.

Strategy #3: Follow Up

Most people won’t be ready to buy right away. That’s just the reality. Market research has shown that only about 3% of people are actively ready to buy. So you need to account for this by developing a follow-up system to engage your prospects and stay top of mind.

If a subscriber has opted into your email list to claim a free resource, or you spoke directly with them on a free coaching or consulting call, continue providing value. Regularly send out educational emails or newsletters. Include announcements of relevant updates or new offers. The point is to provide value and not be pushy or salesy.

Following up in this manner allows you to develop a digital relationship with your prospects. Over time, they can get to know, like, and trust you more, and become more open to the idea of working with you. It could be three or six months, or even a year or two down the line when they’ll be ready to make that buying decision.

Another scenario where follow-up comes into play is when someone visits a landing page and leaves before opting in or purchasing. In this case, you can run retargeting ad campaigns. Build up an audience list of people who visited your landing page and left, and then run ads specifically to those people to remind them of your offer.

Strategy #4: Use Analytics

In order to increase your conversions, you first need to track them. Conversion rate is essentially the percentage of people who complete an action divided by the total number of visitors.

The best way to do this is to set up conversion goals in Google Analytics. People who opt in to your offer should be redirected to what’s called a thank you page. This is a hidden page that only people who opt in or purchase are directed to. By calculating the percentage of people that reach this page from your landing page, you can easily calculate conversions.

Lucky Orange is a great analytics tool for heatmaps and screen recordings. This will give you plenty of insights into visitor activity and see things like scrolling, clicks, and where they might be dropping off. You can use this data to spot potential errors or weak spots on your landing page and take action to correct them.

As a bonus tip, try split-testing to further optimize your landing pages. Split-testing allows you to set up two different versions of a page and randomly send half of your visitors to one version and half to the other. Based on the conversion rates of each version, you’ll be able to determine which one performs better.

However, it’s important to only test ONE variable at a time, otherwise you won’t know which variable is responsible for the difference. For example, you could do a split-test comparing two different versions of a headline. Another example could be testing two different button colors. There are many different variables to test. The point is to only test one at a time.

Strategy #5: Leverage Social Proof

We already mentioned testimonials and media features in strategy #2. But this goes a step further. People are more inclined to claim an offer if they see other people getting it. This is just a reality of human nature and social psychology.

For one, seeing so many other people sign up or purchase must mean it’s good, right? Then people won’t want to miss out and they’ll be more inclined to take action.

You can use tools like TrustPulse or Proof to add a popup widget in the corner of your page that displays signups or purchase notifications. This builds an added sense of authority, credibility, and trust. Check out those sites to see the tool in action.

Strategy #6: Use Exit Popups

Exit-intent popups have become quite overused in recent years, so they’re not as effective as they used to be. Additionally, with site speed and user experience factoring more into Google search rankings, overusing popups can negatively affect your SEO.

However, exit popups have still been found to increase conversions by 5-10%. Set up a popup with a special offer to appear when a visitor goes to exit your landing page. If you have a WordPress website, you can easily create popups using tools like OptinMonster or Elementor.

The key is not to overdo it. Popups shouldn’t be excessive and obnoxious in a way that turns off your visitors. Set limits by only allowing popups to appear a certain number of times, or after a user visits a certain number of pages. Always make sure to have a large close button so that people can easily X out of the popup.

Optimize for Conversions Before Driving Traffic

Some businesses mistakenly jump straight to traffic generation before optimizing their website and landing pages for conversions. They’ll focus on increasing their visibility and reaching as many people as possible via content marketing, SEO, social media, paid ads, etc.

The problem is that driving traffic before optimizing your foundations is like pumping water into a leaky pool. It will require more time, effort, and resources to achieve your goals.

On the other hand, having a highly optimized website and landing page allows you to get better results with less time, effort, and resources.

By following the six strategies covered in this article, you’ll be able to start boosting conversions and reducing turnover. It starts with improving your offer and how it’s packaged so it becomes irresistible to your target market.

Then you need to set up a good follow-up system to continue nurturing and engaging your prospects. Utilizing marketing analytics tools will help you track your results, spot potential weaknesses, and correct them.

Leverage social proof to build authority, credibility, and trust, and further incentivize people who might be on the fence. Finally, use exit-intent popups in a strategic way to bump up your conversions a little bit more.

One final note – conversion rate optimization isn’t one-and-done, but rather an ongoing process. So even after you implement these strategies, it’s important to keep monitoring your analytics data and make adjustments when necessary.

If you’re struggling to increase your conversion rates and need professional guidance, then schedule a free marketing consultation. We’ll evaluate your marketing and brainstorm how to optimize your website and funnels and start driving more conversions.

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About The Author

Mike Layer is a digital marketing strategist and the founder and CEO of Layer Digital Solutions.

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