To optimize each of your landing pages, you need to understand e-commerce growth, marketing and sales funnel. Sure, there’s always advertising, but optimization is quite complicated when attempting to acquire customers.
Suppose your brand – complete with its state-of-the-art, heavily funded digital marketing strategies and campaigns – generates 10,000 visitors every month. Your brand’s conversion rate is 1.2%, which means you’re converting 120 leads to customers every month.
Take a novice competitor in the business, which generates half of the traffic per month, say 5,000 visitors, but has a 3% conversion rate. It means that this brand is generating 150 sales per month, which as opposed to your 120, seem like not a big difference.
With half of the traffic as compared to yours, your competitor has managed to generate a higher conversion rate. What do you think is better and successful – 10,000 visitors and 120 sales or 5,000 visitors and 150 sales per month?
Converting visitors into leads and consequent sales denote the success of the brand – despite having solid traffic numbers; your brand is facing a significant dilemma with its conversion rate, ROI, and revenue.
Obtaining traffic towards your website is a great place to start. How on earth are you going to convert your leads if you didn’t have any visitors?
The success equation is already in gear with your on-going webpage traffic, but to convert more numbers into promising, loyal, and returning sales, you’d have to optimize your webpage for conversions. The LIFT Model for Conversion Optimization helps to evaluate each stage of your conversion path so that you can improve and optimize your website accordingly.
6 Ways to Optimize Brand Conversions
- Demonstrate Your Offer through Visual Content
Focus on different types of content and take a break from showcasing simple, text-based, bookish novellas. An online, visually appealing ad can convert at least 80% of consumers towards sales.
With 78% of the internet users crowding YouTube, Instagram, Vimeo, and other resources of audiovisual content every week, we believe you should give video marketing a chance and optimize it thoroughly for better conversion results.
Target the e-commerce funnel that’s doesn’t convert your leads
Focus the story of your video’s content on the part of the e-commerce funnel that will help motivate people towards the next step. Try focusing on the ‘Intent’ and ‘Decision’ stages of the funnel so that your leads can move towards the Conversion stage with evidence to track.
Add a video showcasing a testimonial or a tutorial
Create how-to content so that your consumers find it interesting, useful, and helpful. Try going for animated or live video additions and present them on social media or on your landing webpages to showcase your brand’s ingenuity and identity.
Social listening tools can also help you understand the analytics of your website’s performance by giving you a deep insight into various metrics that are ideal for helping you optimize your website conversion rate and brand’s ROI.
2. Optimize Webpages for Your Target Audience
Without creating significant awareness on social media or search engines via PPC ads or SEO strategies, your brand wouldn’t have generated the total number of visitors or sessions it currently has. While putting a website out there has its perks, you must realize that everything – from marketing your SEO to paying for your ads on Facebook or Google – is costing you an investment.
You must make sure website visitors stay and make a purchase. Try to understand your target audience and go where they are.
Let’s face it, consumers can get the same product or service at any given competitive brand. So it’s important to develop your consumer market.
- Generate buyer personas of each visitor so that you can market relevant products or services to pique their interest.
- Understand that each webpage will have a different number and type of audience, especially if you’re a retail store, enterprise, or global franchise.
- Try to highlight products that best target and describe a customer’s needs.
3. Simplify the Conversion Process for Your Users
Introduce a mobile-friendly navigation option
Make sure that your content is reachable for a variety of users. Not everyone has a desktop or laptop where they can instantly log in to your web server for making a purchase. Since content is on-the-go, it’s better to simplify and expedite the conversion process by implementing mobile-friendly versions for users.
Offer conversions in a two-way process
Identify your visitors by helping them out throughout the funnel with the help of the following two-way conversion process.
- Do your visitors wish to know more about the company before going further? Offer them a consultancy with the help of either live chat or AI monitored chatbots. Look at how Swell optimizes its post-click landing page.
- Do they want to know about your sales and wish to receive alerts about them? Offer a form upon entering so that they can sign up for your newsletter, freebies or other related alerts. Here’s a sample sign-up form to get started.
4. Optimize Your Landing Page with SEO
SEO plays a significant role in ranking your website or chosen landing pages on Google. From increasing the number of landing pages to making sure that each is optimized to provide value to your visitors, cater to the following two options:
Increase the number of raw landing pages
You wish to maximize the performance of your landing pages, but at the same time, you wish you had more webpages to help you scale your growth. According to a recent study, it was concluded that there was a 55% increase in lead generation for companies that added just five more pages to a pre-existing number of 10 landing pages on a parent website.
5. Optimize each landing page
Make sure you add target-specific long-tail keywords to each landing page in addition to focusing on the optimization of individual elements. Optimize your titles, headlines, and descriptions with keyword-rich content so that Google can adhere to its viability and rank it higher according to increasing demand.
Always remember! The more highly optimized your website’s layout, headlines and content are, the higher the conversion rate of your brand.
- Optimize Your Conversion Path
First, make use of metrics that help you analyze the number and type of visitors on each landing page. Secondly, try to understand why a specific landing page is ‘failing’ to promote visitors to leads and leads to conversions in the following stages. Try to connect with your audience by asking them to complete surveys regarding your brand’s improvement.
Experts from CRO agency Conversionrate.store claim there is a necessity to optimize your conversion path at each step so that each landing webpage has value to offer to your consumers. Consider the following steps:
- Add CTAs where needed. Experiment with different content forms apart from the text. For instance, add gif, video-animated content, or infographics to provide appeal at every step. Here’s a glimpse into CrazyEgg’s compelling CTA:
- Analyze your content for broken inbound links and replace them with backlinks that help redirect your audience
- Pay attention to the date of publication and update any outdated content with new researches or information that’s highly valuable
6. Optimize Your Marketing Copy
In addition to focusing on the words on your landing pages, try to dive deeper into the content form and its context. Blog as much as you can. It is visible from the statistics below.
Pay Attention to your SEO
Align your keyword strategy with your topic selection before writing any type of content on your webpages. Use a conversational and informal tone where required, or a direct sales pitch to target the market with an underhanded approach.
Issue A/B Testing
Pay attention to the framework and layout of your content and align it with your keyword density so that you subtly add keywords without suffocating the entire length. Issue A/B testing of your site’s performance by making use of metrics derived with the help of social listening tools such as Google Analytics for optimum optimization.