In today’s digital world, it is important that customers who visit your website, your blog or have a telephone conversation with you, convert into a paying customers.
But conversions are no easy feat – it takes a lot to increase conversion rates whilst maximising the ROI of your marketing efforts.
The number of people visiting your web presence can be tracked and monitored which can help identify what is working, and what is not and allow you to make changes
Here are 5 tips which can help improve the conversion rate of your marketing activities.
1. Know your UBP
Your unique buying proposition (UBP) is all about the buyer and what the buyer will gain from doing business with you. It is this that will set you apart from the competition. The concept has been taken from your unique selling point (USP) which differentiates your business from everyone else’s from a sales point of view. And so with this in mind, think about why your customers buy from your business. This could be price, but often it’s something else in addition. Great customer service; speedy delivery; a willingness to listen. Listening to what previous customers have said will help identify this. . This UBP can be used to leverage across your marketing platforms to both business-to-business and business-to-consumer audiences.
2. Use a variety of platforms to leverage your business
Visitors can arrive on your website through a number of platforms: pay-per-click (PPC) and organic search, email campaigns, print ads, to name but a few. Each of these marketing channels can increase your business reach and ultimately increase the number of customers who land on your site. With so much exposure, online and offline, your marketing activities need to work together to get the same messages across to your prospective and existing customers.
3. Ensure consistency
With so many marketing platforms available to use it can be a bit overwhelming to manage and maintain. From your social media to your blog, your PPC campaign to your website, these sites all need to be consistently branded with similar content and must be related. This will ensure a strong, online presence and promote your brand as an entire entity.
4. Create some urgency
With a sense of urgency, you create a time scale for a decision to be made – “Offer ends midnight tonight” and “Free delivery until Friday” are examples of this. The urgency can be used to promote across the digital marketing platforms which you use, creating a greater reach to your customer base.
5. Create relevancy
You know what your customers’ needs are and what your UBP is. Now you need to create content that’s relevant to those things and get it in front of your customers. Make it as easy as possible for them to make a purchase decision – use keyword search terms and always have a call to action. Make sure that any ads direct the customer to a relevant landing page on your site. Here they will be able to do/buy/learn what they, want to do.
To improve conversion rates your digital marketing needs to be consistent and relevant, which makes it easy for your customers to come to you.
For more information on improving conversion rates, check out this great whitepaper by SiteSpect.
If you would like any help or advice on how to improve your business conversion rates, get in touch