Conversion is an important part of your online business because it determines the success level of your overall online marketing strategy. In the final analysis, a business wants to make sales and this is a major aspect of a business marketing effort. A marketing strategy is only effective when it is aimed at boosting conversion rates which in turn, leads to sales.
Beyond the actual execution of sales, conversion represents any action that brings your business closer to making a sale. As such, prospective customers or clients who reach out to you in search of information and so on, count as conversions.
The Importance of Conversion in Digital Marketing
Boosting the conversion rates of your online business is a cost-effective way of increasing profits and keeping tabs on how well your business is doing. As a strategy, conversion marketing tactics are beneficial because they apply to most, if not all customers or prospective customers who visit your business website. The bottom line is that your website visitors are interested in one aspect of your content or the other. As such, having employed various strategies to boost your online visibility such as making good use of SEO, conversion optimization involves taking full advantage of the presence of prospective customers on your website by convincing them to take a specific action that profits you.
When it comes to closing any loop holes in your marketing funnel, thorough application of an effective advertising approach, which involves conversion optimization, helps with the improvement of your business. Your conversion rate gives you an idea of areas where your business strategy needs to be upgraded.
Conversion and the Funnel Theory
Although ranking high on search engines increases your online visibility and drives traffic to your website, converting these visitors to customers depends on how well you can guide them through each phase of what is known as the conversion funnel.
There are different forms of the conversion funnel. However, they are all aimed at convincing the customer to take profitable action. This is by understanding and successfully guiding the customer through the awareness, interest, desire and action stages of the conversion funnel in order to better position yourself for sales.
When a potential customer visits your website, a certain level of awareness of your brand has been established. Moving the potential client from simply being aware of your website to getting interested in your products and services, requires convincing. This involves getting them to desire your products enough to want to take action.
In a nut shell, successfully moving your potential customers through the conversion funnel increases your conversions. How do you do this?
Boosting Your Conversion Rates
Boosting your conversion rates has a lot to do with how well you can optimize online interaction channels with your customers. This contributes to improving the sales ‘funnel’, by attracting high quality traffic. The following tips help you boost your conversion rates.
- Improve your Credibility and authority
An effective approach to boosting your conversion rates involves building a proper website. In order to do this, it is essential to ensure that the content and information provided on your website is useful to your customers. You are able to convince your customers and prospective clients to take action, when they trust you and the information you have on your site.
High quality content helps you become an authority in your niche, build traffic to your website and boosts your conversion rates. Also, getting your own domain name helps to project your business identity and give your website some level of credibility. You can get started with domain names here Domain Name Registration | Umbrellar.
- Pay Attention to Your Website Structure
The reality is that a good number of visitors who visit and abandon your website will not revisit in the future. As such, your focus should be on converting visitors the first time they visit. The importance of the structure and general layout of your website lies in the fact that if your website is the first channel that your visitor interacts with, you need to pay attention to elements such as the headlines for example, in order to keep your visitor engaged.
- Concentrate your marketing efforts on the right market base
Considering that not all website visitors will successfully complete a transaction on your website, it is important to ensure that the right audience visits your site. Your website may build a high traffic as a result of different forms of online marketing and advertising campaigns. While this is good, it is not effective if you are not able to reach out to those who are in need of the goods and services that your business offers. Only targeted marketing can boost your conversion rates.
Evaluating Your Conversion Rates
Whereas higher conversion rates are usually an indicator of a successful marketing strategy, it is important to view high or low conversion rates within context. This is because conversion rates can be deceiving. These are a few reasons why evaluating your conversion rates against your online sales and marketing strategy is important:
- Higher Conversion Rates may not Necessarily Mean Higher Sales
This is because your customers may take action that may not be the actual purchase of your goods or services. It is therefore important to note that high conversion rates do not necessarily translate into high sales volume.
- Visitors Come to Your Website for Different Reasons
Different categories of visitors come to your website and not all of them are there to buy. Some may be there to research products, get information that they find relevant and so on. Although some may return and become customers, a focus on conversion rates may distract you from the other reasons people visit your website.
Conversion Rates Change Depending on Your Audience.
Depending on who your website visitors are and what they are looking for, their conversion rates differ. It is important to consider this when determining your true conversion rates and working to improve your marketing strategy.
In conclusion, conversion is an important aspect of your business marketing strategy. However, it is important to examine your conversion rates within context.