6 Marketing Strategies That Will Increase Your Conversions
It’s not enough to have a website that gets ample traffic. Ultimately, you want your visitors to buy your products and keep coming back.
So what can you do to get visitors to convert?
Getting more traffic might be your first thought. But if your website is poorly optimized or there are too many barriers to conversion, more traffic won’t do you any good.
This article will cover the top marketing strategies that you can implement to increase your conversions. Get these strategies right, and you can generate more sales with the same amount of traffic you already have.
Let’s get into it.
1. Add Videos to Your Product Pages
Even a short minute-long video can better explain a product and break down its features than a page with large blocks of text.
69% of consumers indicated that they’d prefer to watch a short video to learn more about a product or service. 84% were convinced to purchase after watching a video.
Here are some types of videos you can add to pages:
- Explainer: Explainer videos are short and explain your company’s products or services, along with how consumers can benefit from them.
- Demonstration: Demonstration videos are a little different than explainer videos. These videos show how your product works.
- Testimonial: Testimonials from customers are a great way to lend credibility to your brand and show what results others have achieved through your products or services. They are an excellent form of social proof.
The use of videos when setting up workflow automation will prove to be better for conversion rates. Videos can help to optimize your workflows to convert more leads by explaining your product or service in an engaging and understandable way.
Visitors on this page can watch the video to learn more about digitizing their forms and automating workflows. They can also see exactly how the software works.
Similarly, using videos on your pages can help visitors make a purchasing decision. Be sure to keep videos short and cover your value proposition.
2. Set Up Live Chat on Your Website
Live chat offers a convenient option for visitors to get in touch with your business as they browse the site. Instead of having to pick up the phone or wait for a response via email, visitors can chat in real-time with a customer service rep.
One study found that 46% of consumers prefer live chat over other communication channels like email and social media.
Visitors are less likely to convert if they have questions that go unanswered. Adding live chat to your site can help you avoid losing potential sales. Sales agents can then interact with visitors and remove any objections they might have on the spot.
Another benefit of live chat is that it allows your sales agents to manage multiple conversations simultaneously — something they can’t do on the phone.
Live chat is a valuable tool that can drive more sales. But keep response times to a minimum, as visitors who are left waiting will simply give up and move on.
If you’re handling many requests, take a proactive approach and use a welcome message to let visitors know when they can expect to connect with someone.
3. Curate Relevant and Valuable Content
Another way to drive more traffic to your site and increase conversions is through content curation — collecting useful content and sharing it with your audience.
Moz offers one of the best content curation examples with its Moz Top 10 — a newsletter that contains a list of the 10 most valuable articles on SEO and online marketing.
Here are a few ways you can incorporate content curation into your marketing:
- Share valuable content on your social media channels
- Provide opinions and thoughts on trending pieces
- Compile breaking news on a topic as it happens
- Add links to engaging pieces in your newsletters
The key here is that you’re not just aggregating random pieces of content. To incorporate this marketing strategy, you’ll need to find resources that are useful to your audience.
Here are some tips to getting started:
- Choose a topic or theme: One way to bring your curated list together is to focus on a theme. For example, if you’re in fintech like EarlyBird, you might curate content that focuses on the best investments for kids.
- Organize your list: Organize your list in a way that makes sense, and be sure to link to the source. Consider also adding your thoughts or opinions to make your curated list more unique.
- Publish and distribute: In addition to publishing the curated list on your site, you’ll also want to share it on your social media accounts to spread the word.
When done correctly, you can provide a valuable resource to readers and generate more conversations from the traffic you drive. But, of course, you shouldn’t rely only on content curation, as you also need to create and publish your own unique content.
4. Remove Friction From the Buying Process
“Friction” refers to anything that stops visitors from completing an action.
Have you ever abandoned a shopping cart because it didn’t offer a guest checkout option? Or closed a website because it wasn’t optimized for your device?
Those are examples of friction, and they’re conversion killers. They stop visitors from filling out your lead forms or buying products.
This is why you should remove as many distractions as possible on your landing pages. If your pages are difficult to navigate or filled with unnecessary gimmicks, visitors are likely to bounce.
Similarly, if you work with partners in your industry, make it as easy as possible for visitors to transfer over. For example, visitors that click on any of the listed credit repair companies on this website are automatically redirected to the registration page.
Connecting visitors to the right page eliminates the risk of losing conversions to navigation issues within the partner pages.
5. Shorten Your Lead Generation Forms
A goal for one of your landing pages might be to collect leads. That means you’ll need to design a form that asks visitors to fill out and submit their personal information.
But if your forms require too many fields, you’ll likely scare away your visitors and hurt your conversions. The reason is simple — online users don’t like to share more personal information than they need to. Most will bounce and check out a competing option instead.
Keep the number of form fields to a minimum and only ask for the information you need. To avoid overwhelming your visitors, you can also break up your forms into multiple sections.
For example, this page for finding PEO companies (Professional Employer Organizations) starts by asking visitors to enter just one piece of information before moving onto the next section.
The form also displays a progress bar, so visitors can see how far along they are. The company can collect lead data for customer profiling and build its email subscription list.
It also provides customers with recommendations for PEO companies based on their specific needs and location, making the user more likely to convert.
6. Use Pop-Ups
Ask anyone what they think of pop-ups, and you’ll likely get a negative response. But, even if you find them personally annoying, pop-ups remain an effective way to increase conversions.
Pop-ups typically include offers designed to get visitors to act right away. Perhaps the most common are those that feature discounts, like this one from Converse.
Visitors can get 15% off their order and receive free shipping when they subscribe to Converse’s mailing list.
You can also use pop-ups to promote:
- Free guides or courses
- Social media profiles
- Ongoing sales
Here are some tips to get started with pop-ups:
- Get the timing right: Displaying pop-ups right away can be rather intrusive. Instead, you might have pop-ups only appear after visitors have spent a certain amount of time on your site.
- Add a call to action: Include a call to action that tells your visitors exactly what you want them to do, whether it’s subscribing to your newsletter or buying a product.
- Include images: Add images and other attractive designs to make your pop-up attract more attention.
- Test different formats: Full-screen pop-ups aren’t the only format. Others include floating bars, scroll boxes, and even gamified wheels. Be sure to experiment with each.
- Be mobile-friendly: Make sure that your pop-ups work properly on all devices, including desktops, tablets, and smartphones.
Finally, you’ll want to run A/B tests to understand what works and what doesn’t. This entails showing different variations of a pop-up to your visitors and comparing the results.
Just building a website and getting traffic isn’t enough. The hard part is turning visitors into customers — not an easy feat, especially in more competitive markets.
Implement the strategies outlined above to improve your conversion rates. These include adding videos to landing pages, setting up live chat on your website, and removing friction from the conversion process.