Three telltale signs you’re not taking conversion marketing seriously

What’s the underlying objective of your digital marketing strategy? It’s not to attract visitors to your site. It’s not to pick up likes on Facebook. It’s to increase your number of paying customers. Are you guilty of paying too much attention to increasing traffic – and not giving enough time to converting visitors into actual customers? Here are the signs that your strategy may need a rethink…

You’re tracking macro conversions but you’re ignoring micro conversions

Essentially, you’re focused solely on the ‘big prize’: i.e. the number of sales transactions on your site. This figure is obviously crucial, but it’s not the whole story. You also need to pay close attention to micro conversions: the actions that help you create a relationship with the customer to push them down the purchase funnel such as newsletter subscription or downloading a white paper.

You don’t have a clear understanding of your buyer behavior

Understanding your customers also involves at looking at how they are behaving when they are on your site. For this, you need the ability to monitor user actions with real time analytics – and an ideal solution gives you key demographic data with detailed visitor profiles. What do the visitors who convert have in common? What can you learn from this?

You don’t provide a personalized experience

It’s about addressing the key concerns of visitors to establish trust and keep them on board. For instance, there is no one-size-fits-all approach to conversion its crucial to have the ability to answer individual pre-sales queries quickly through live chat and efficiently to help those visitors continue with their journey.

Think of this as a journey – and the more complex your product or service, the more steps there are likely to be. Can you answer the following questions?

  • From becoming aware of your product through to an actual sale, what route do existing customers tend to take?
  • How do those visitors engage with you along that route and what are the key touch points– e.g. through reading an article, clicking on a link, downloading a guide, posting a query, engaging in a real time conversation or placing an item in the basket?
  • Are there any identifiable stages where customers are more likely to drop out of the process?

Being able to answer those questions – and identifying ways to engage qualified leads to persuade them to become loyal customers is what conversion marketing is all about. Make sure you have the tools available to keep leads on track as their journey progresses.

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