When you sit down and think about it, every single digital marketing task you take on is, in one way or another, related to maximizing conversions. From SEO and PPC advertising to content marketing and social media, it’s all about converting individual users into customers.
When you look at marketing through this angle, you’re suddenly able to shift your priorities and fully understand the need for better conversion optimization.
Try These Conversion Optimization Tips This Year
When it comes to digital marketing in 2017, there are a few non-negotiables – things you have to do in order to be successful. Among them are SEO, PPC, email marketing, and a few other things. But at the top of the list is conversion optimization.
In order to enjoy a healthy return on your marketing investment, it’s imperative that you pay attention to how you can drive conversions and mitigate lost leads. Here are a few tips that are particularly relevant right now:
1. Create a Formal Sales Funnel
If you haven’t identified a formal sales funnel for your marketing efforts, then you’re way behind. You need to understand exactly what the visitor wants, what you want, and how you’ll execute at every stage of the funnel (awareness, interest, sale).
“Some people say it takes at least 7 contacts with a prospective buyer before they’re ready to buy from you,” says Peep Laja, founder of Conversion XL. “I haven’t seen any recent research to back this up, but I know for a fact that the longer and deeper your relationship with the prospect, the more likely they are to buy from you.”
2. Limit Your Scope
Are you trying to do too much? When a website gets lots of clicks and minimal conversions, the underlying problem often has to do with a vague or general approach. You can’t be everything to everyone. You’ll end up reaching a bunch of prospects while not influencing any of them. The key is to limit your scope.
In order to sharpen your focus and bolster your conversion rate, you need to identify the one or two things that you do really well and find a way to filter every single design element or individual piece of content through these aspects of your business.
3. Get Rid of Flash
Flash is done. If your website is still relying on Flash, you’re stuck in the past. With more than half of all internet searches stemming from mobile devices, it’s important that you evolve to meet users where they are. Flash is simply too bulky and doesn’t translate to mobile devices.
The ideal alternative to Flash is HTML 6, which prioritizes simplicity and is built on the premise that the vast majority of future web traffic will come from mobile devices like smartphones and tablets.
4. Rely Less on Text
Just like Flash, text-heavy websites are out. Today’s internet users want to see simple website experiences that are predominantly visual. This means you need to focus less on creating dense paragraphs of text and more on selecting high-quality imagery that resonates with your visitors.
The problem is that more visuals typically result in a slower website experience, which is a leading cause of low conversion rates. If you’re going to commit to visual content, you must understand how to optimize for speed.
5. A/B Test All Elements
How’s you’re A/B testing going? It’s not enough to simply test an element here and there. If you really want to invest in total conversion optimization, you need to test every possible element that you can. This includes headlines, CTA buttons, form fields, copy, testimonials, color schemes, and anything else that could possibly impact results.
6. Focus on Trust
The final suggestion is to focus on trust. People convert at a much higher rate if they trust the messaging you’re giving them. Using client testimonials and other forms of social proof is a fantastic way to get started. But don’t forget to A/B test each element for optimal results!
Prioritize Conversions, Or Else…
You have to prioritize conversions at every step of the way. If you don’t, you’ll miss out on opportunities to drive sales and build your brand. Thankfully, prioritizing conversions is as easy as optimizing with the previous tips in mind.