Conversion StrategyCould your business benefit from a digital strategy? Request a call to find out...
What is conversion strategy?
It's the art of working out and then implementing strategies to encourage your website users to convert. Examples of conversions include a purchase or contacting you to initiate a sales process.
Why is it important?
It is important because many websites don't convert at all, and in most cases, conversion rates are statistically low. Remember – you only get one chance to engage and convert your target market.
Conversion strategy needs to be based on a clear understanding of your business and goals. We don't make snap judgments or guess what's best – we make informed decisions based on thorough research.
Ensuring your customers convert...
Encouraging your customers to convert…
If you are going to a sales meeting, do you walk in and hope to get a sale by just winging it? Or do you do some research first to give you an edge?
A good salesman, prior to entering a sales meeting, will research and try to understand their potential client's business, pain-points and needs to ensure he has the best chance of converting them to a sale.
Sure, he can have the gift of the gab and sometimes he can wing it. But to make important or big sales, or encourage impulse sales, he needs a rock-solid and compulsive strategy to make someone buy-in.
This is also what your website needs to do.
We always say that your website should be a 24-7 sales-person. In order to do this, it needs to convert. And to convert, it needs to have a good understanding of who it is selling to.
How do you know what to say to make people convert?
There are lots of ways to try and get people to convert; free downloads, free videos, free advice, discounts, consultations, register for newsletters etc.
But are these tactics really right for your customers? Is the content really what they want to read? Or what they need? Is it worth their time to download?
How do you know what is the right thing to do?
Well, you can throw mud at a wall and see what sticks. Or you can do some research and analyse; what people are searching for, what your target market's problems are, what they need to learn about you and then create content that answers these needs.
And, importantly, you can analyse if it is worth your time to spend money creating it.
If you have a thorough understanding of these needs, then you can start to create good conversion strategies that really compel your customers.
Top 5 conversion strategy questions
- Can you clearly explain what the product or service is?
- Do you understand what the product or service does?
- Do you understand who it is for, or who it should influence?
- Do you understand how the message should resonate with your audience?
- Can you clearly explain the action you want them to take?
Sounds easy right? But the majority of businesses we deal with have not thought about these ideas.
These are the key foundation to creating a good conversion strategy. Forget tactics like white papers and downloads for now - focus on knowledge first.
Then decide on the right strategy and tactics to illicit conversion.