Conversion Rate Optimization: The Key to Turning Leads into Buyers

Conversion Rate Optimization: The Key to Turning Leads into Buyers

Ken Bowden - Thursday, October 15, 2015

 

Conversion Rate Optimization: The Key to Turning Leads into Buyers

Congratulations!  Your marketing campaign has proven successful and you are getting leads to your website. The problem now is that you’re not seeing a high enough ratio of leads turn into buyers, right? That can be fixed, and that’s where conversion rate optimization comes into play.

What is Conversion Rate Optimization?

Conversion rate optimization (also known as CRO) is a method for boosting the percentage of leads to your website that actually turn (or convert) into paying customers. In some cases, it may just be to entice more people to take a specific action, even if it isn’t necessarily a sale.

In short, you need to make sure that you not only have traffic and leads, but that your leads are as targeted to your chosen audience as possible. It’s a waste of your efforts if you entice 1,000 people to click through to your website selling a specific product – if only 25 prospects in the audience expect to buy it. It’s also a waste of your money.

Why Your Conversion Rate is Important

Higher conversion rates mean a better return on your investment. You will allot a certain dollar budget to your marketing campaigns each month and you of course expect that money to bring results. It’s ultimately cheaper to find more targeted leads than it is to simply find more leads. In other words, quality over quantity is important.

Improving Your Conversion Rate

There are a number of things you can do to increase your conversion rate. As with most marketing elements, you’re going to want to test each campaign and see which performs best.

  • A/B Testing is when you run your campaigns towards two similar yet different landing pages. If each gets the same amount of traffic but one results in 100 sales and the other 200, you’ll know which one is the winner. Keep the ones with the most conversions and attempt to improve on that result for your next A/B test.
  • Clarify your value proposition in your marketing content. Chances are, you are probably not the only one selling a product like yours. Your potential customers want to know why they should buy from you instead of seller-X on another website and will want to see what value you can provide them. What makes your offer clearly different? At least one element needs to exceed what your competitors are offering.
  • Avoid technical jargon. Chances are, whichever landing page is converting better, is the one where you’ve used the most simplistic language possible.
  • Build trust. The #1 reason someone won’t buy from you is because he doesn’t trust you. Make sure your information is personal and accurate.  Do your best to show you are a real organization; highlight your areas of expertise; make contacting your organization easy; and make sure your website is absolutely professional.

There are a lot of things you can do to increase your conversion rate, but we also know you’d rather spend your time working with your customers and developing your products and services. Call WSI New Media Marketing at 855-856-4980 to discuss how we can help you with your online campaigns.

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