If those visitors don’t convert into paying customers, then even great organic traffic is not enough.
While creating great content is essential, it is not the ultimate goal. Conversion rate optimization (CRO), tactics are designed to increase the number of visitors who act after reading your content.
This is what 82% of marketers do currently to drive web traffic. However, 63% don’t have a structured approach for optimization.
What’s the missing link? It’s CRO.
Great CRO goes beyond the standard best practices every marketer is familiar with. While these are great tactics, every company that is well-marketed uses them. Consumers are well aware of the game marketers want to play.
A CRO strategy that is authentic to customers and different from other competitors will get you the results you desire.
Continue reading to learn 5 effective ways to optimize conversion rates that you can use right away.
- Message matching provides consistent content and fulfills the promises made in SERP headlines.
- Customers can engage with your brand incrementally until they are ready to commit fully.
- Pop-ups are a great way to optimize conversion rates. It’s all about timing and offering the right offer.
- Lead magnets are able to drive conversions through the provision of high-value content in return for contact information.
- FOMO can be created with your CTAs and pop-ups. This will make potential customers think twice about leaving your site without taking any action.
Five underused strategies to increase website conversion rates
Any marketing strategy needs to include online content. It lacks the essential elements of a personal sales pitch. For example, the physical gestures that are involved in a natural conversation or the facial expressions of a person during a conversation.
These words can’t capture them all. Website conversion rate optimization is therefore crucial for message matching. The art of message matching (which involves aligning your website’s message, which includes the design, copy and general message), with other content channels is called message matching.
Why? These components make up your digital brand personality.
Every aspect of what customers see and read on your website makes an impression they carry with them and help to guide their decisions. They also expect to see fulfillment of the promises they made in Google ads, Google blogs, Google ads, and meta descriptions.
Search engines account for 93% of all web traffic. When someone searches, sees a headline and clicks the link to expand their search results, they expect to see more of what that SERP headline promised. Your website messaging must match up.
The following example illustrates. As you can see, the ad copy matches that of the landing page headline. The headline also matches the CTA copy further down. Consistent messaging is provided to the customer and the website provides a lead magnet that meets its promise as outlined in the Google SERP.
True message matching is more than just a brand interaction. It creates an experience. Effective message matching builds brand trust which is one of the most important traits consumers look for when making a purchase decision.
Micro-commitments are a way to gain commitment from people incrementally rather than expecting them all to move from web visitor to paying client in one jump.
According to research, it takes an average of 6-8 touches before a lead becomes a customer. You can encourage more interaction and not push for a purchase immediately with micro-commitments. This removes the pressure from potential customers and gives them control over their buyer journey. Another way to build brand trust is through micro-commitments.
Here are some examples of micro-commitment questions that work:
- Sharing a post via social media
- Follow your social media accounts
- Subscribe to your email newsletter
- Register for a free trial
- participating in a survey or questionnaire
- Download free content (e.g. an ebook)
Micro-commitments are the best! These micro-commitments keep customers connected to you brand long after they have made their first purchase. Although it may take longer to convert, micro-commitments help build trusting relationships between brand and consumer.
Although pop-ups are often used to grab attention of readers and direct them towards a particular offer, they are rarely used well.
So how do you do a website pop-up right? Two things are essential: the timing and what the offer will be.
Let’s begin with timing. It’s obvious that customers don’t like being bullied by ad copy once they land on your site. First, no pop-ups after readers get to your content.
Brands do this all of the time! So, they do. Yes, they do. Most people click the X, and that’s before they read the contents of the pop-up.
Exit popups are pop-ups that appear after a customer leaves your website or finishes reading your content. They can be a less irritating and more effective method to optimize conversion rates. This allows customers to get to know you before they commit to your brand.
The offer is the second thing that you must get right. Pop-ups asking for money without offering a high-value, clear offer in return will not result in many conversions. Your CTA and your offer message are important.
This does not have to be difficult. Let’s say, for example, you want to create an exit pop-up whenever a customer scrolls down to the bottom of a blog article (presumably after having read it). Instead of asking customers to subscribe to your blog and then ignoring them, remind them how valuable your content is.
Here’s an example:
Source: Image Source
This pop-up not only tells potential customers what they will receive but also how it will improve their lives. Your pop-up will be more effective if you remind your customers about the benefits of your content (rather that focusing on what they want for you).
Lead magnets offer high-value assets in return for contact information. These lead magnets offer more than the regular content users get. They can help users develop skills, solve specific problems, or do something else that is directly relevant to their job.
Lead magnets can be a powerful tool to optimize conversion rates. They offer real value to potential customers, and it’s free. Free stuff is hard to resist! You can’t resist!
Actually, it is. It is. . Many people. You can make free stuff online, so yours must be amazing. These are some lead magnets that work.
- Whitepapers and Ebooks – Both whitepapers and ebooks can be used to further explore a topic that you have covered in your blog content. They also allow you to show your expertise. The only difference is the level of expertise your audience has. Whitepapers, on the other hand, are more in-depth and are geared towards experts. Ebooks are aimed at non-experts.
- PDF checklists – PDF checklists are a great way to simplify complex problems. These checklists can make your customer more productive, motivated, and organized.
- Templates and guides – Templates and guidelines help people start projects that can feel overwhelming. They provide a framework and structure to get them started.
- Video content – This is the most popular type of content. Video content is popular in the form of how-to tutorials and product demonstrations.
This is a deeper dive into how to create lead magnets that convert.
Your customers don’t owe any favors to you. It’s important to share contact information these days. No one wants to be spammed by every brand they work with. Lead magnets that are effective and useful send the message that you value potential customers’ information and offer something in return.
FOMO: Create it
It’s something we all feel. Fear of missing out is part and parcel of human experience. Brands can use it to optimize their conversion rates.
Remember how we mentioned earlier that your lead magnets and pop-ups should demonstrate the brand’s worth? You can also use reverse psychology to make FOMO.
Pop-ups and lead magnets typically offer two options: either yes (I’ll sign up, opt-in, and share my information — whatever your CTA) or no thanks (aka I’m not interested). What if you focus on the benefits that users will not get?
It works like this:
You might use an exit pop-up to ask users to sign up for your content to receive a discount. For example, “Subscribe to our newsletter to receive weekly content and 20% off your first order!”
It’s now time to make FOMO. Instead of simply saying “No thanks”, try “No thanks, but I’ll pay the full price.”
What are you waiting for? Say what?
You’ve now got their attention. Nobody would choose full price over a discount. Your user will at least double-take and consider resubscribing.
Important PSA: Be careful not to sound arrogant when trying to create FOMO.
Double take: “No thanks, but I’ll pay full price,” may earn you a double look. However, “No thanks, but I like to pay more money” will probably earn an eye roll, or worse, turn off a user. This is because, rather than reminding users about what they will miss, the second option implies that they are unreasonable if they don’t say “no,” which can be a huge miss for a brand.
In short, FOMO is a yes. Insults?
Great content can drive conversions
Whatever tactics you use to increase conversions in your business, great content is the cornerstone of any strategy. Content marketing is one the fastest growing and most profitable forms of inbound lead generation.
Marketing Insider Group can provide you with SEO-optimized and publish-ready content every week for a year. To learn more, check out our Content Builder Service.
Marketing Insider Group published the post 5 Surefire Tips for Website Conversion Rate Optimization.
By: Michael Brenner
Title: 5 Surefire Tactics for Website Conversion Rate Optimization
Sourced From: marketinginsidergroup.com/demand-generation/3-never-seen-before-tactics-for-website-conversion-rate-optimization/
Published Date: Mon, 08 Nov 2021 15:00:49 +0000