Does Your Conversion Rate Suck ? Ten Steps To Better Conversion
Does your conversion rate suck?<br /> Ten steps to Better Conversion<br />1<br />
Introduction<br />While traffic is important for online success, all actions that your online visitors may take are even more important as they move them closer to becoming a customer<br />Unfortunately, this is not an easy task and conversion – i.e. The ability to convert visitors into sales – is usually far fewer than you imagined even if you got a lot of traffic. <br />Lack of engaging contents, unclear call-to-actions, or complicated navigation are some of the reasons why your website doesn’t convert as you would like to.<br />However, generating visitor actions depends largely also on what conversion tools you choose to implement, and what you have in mind by using it.<br />This document will help you to choose conversion tools that best fit your strategy in order to improve your website or marketing campaign performance and ultimately increase your conversion rate.<br />2<br />
Step 1. How do you convert today?<br /><ul><li> What conversion actions do you currently enable on your website or marketing campaigns?
Your clients already speak with you. How? How often?
How can you make it easier for your online visitors to talk to you and take an action?
How do your competitors convert today? Any best practices?</li></ul>Conversion tools are an excellent supplement to most website and online marketing campaigns. Each one should have a specific use. The combination and placement of different conversion tools will serve a specific stage of your conversion process. So, what are you planning to do next?<br /><ul><li> Launch a new product?
Launch a new website/landing page?</li></ul>Step 2. What is your marketing plan?<br />3<br />
Step 3. What is your business objective?<br />Obviously, the marketing plan established above will serve some concrete business objectives. What are they?<br /><ul><li> Drive traffic to your stores
Grow your customer loyalty </li></ul>The call-to-action is what you really expect from your visitors. Here, it’s more than just a click, we are talking about real visitor ACTION. Try to define it. Here are some examples:<br /><ul><li> Order online
Subscribe to a newsletter</li></ul>Step 4. What is your call-to-action? <br />4<br />
Step 5. Which conversion tools support your call-to-action? <br />Your call-to-action can take many forms and so your conversion tool mix may be very different for each of them. In our examples below, we’ll focus on conversion tools that bring the visitor very close to purchasing and/or purchase directly your product or services.<br /><ul><li>Order online : tools that enable a direct interaction in both ways and offer a live help to visitors through the web such as Click-to-Call and Live Chat,
Drive to brick and mortar store : tools that drive visitor’s friend, family along to your store and buy from you. E.g. applications that allow you to send information directly to visitors’ phones such as SMS,
Share an offer with others : Sharing applications that enable visitors to speak well of you to friends, and even the whole world through social media (blogs, social networks, tweets..),
Attend an event/webinar: applications that enable visitors to register easily through a form and save the date on their agenda/mobile/etc..,
Send feedback/Post a review/Rate: any tools that allow to review your products or services and give other customers more confidence to purchase the right products,
Book appointments : applications that allow your visitor to book an appointment online at any time from anywhere,
Subscribe to a newsletter: any web form applications.</li></ul>5<br />
Step 6. What is best for you? <br />Since you have decided what conversion tools to implement in order to serve your call to action, it is essential to think about how you will be handling your visitor actions. Try to think about how this could fit with your current organization. <br /><ul><li> How many of these conversations are you and your team ready and able to handle?
How would this make your clients and your company more effective?</li></ul>Depending on your website or marketing campaign, try to evaluate your key metrics. E.g. number of monthly unique visitors for a website, number of clicks/impressions for a banner, page views, subscribers, clicks through rate, number of downloads, etc….<br />Based on these metrics, calculate your estimated volume of actions: the conversion rate is usually anywhere from 2% to 10% but don’t forget that conversion depends on many factors: <br /><ul><li> Interest level of your visitor,
Attractiveness of your offer and how well it is presented,
Ease of completing the action</li></ul>Step 7. What volume of actions can you expect? <br />6<br />
Step 8. What budget should you plan?<br />Of course, conversion tools offer many pricing models from pay-as-you-go to a monthly or yearly pricing and you won't have any problems to find the one that best suits you according the volume of visitor actions you expect. <br />Before that, start thinking about how much you’re already paying for generating traffic on your website and how you will be ready to pay to get a live conversation/direct lead (i.e. calls, chats or appointments received) with your customers. <br />Are your visitors subscribing? Calling you? Filling out forms? Or even buying from you? To make it happen, you don’t only have to implement conversion tools BUT to understand what makes them tick and the answers are in the data !<br /> Lots of data are available depending on conversion tools you use – traffic, visitor action, call tracking, visitor behaviour, etc... - but this is something that you really should consider seriously before implementing any conversion tools. <br />The ultimate goal of online conversion is to generate sales and revenue, so it has to be MEASURABLE and the more unified analytics you can get, the easier and the better it will be for you!<br />Step 9. Did you think about analytics ?<br />7<br />
Step 10: What can you expect?<br />If you were able to answer most of the questions above, you are ready to use these conversion tools at their most efficient and make your website and campaign an actionable machine! <br />But don’t forget that while conversion tools are built to simplify your visitor’s life and make your website and marketing campaign more effective, conversion that drives to sales doesn’t happen alone. By implementing the tools based on your answers to the above questions, you can optimize and improve your conversion rates across the board.<br />Agendize provides conversion tools that help businesses convert web visitors into leads and clients, and track everything along the way. These tools include Click-to-Call, Send to Phone (by SMS), Live Chat, Online Scheduling and more.<br />Get more info on our website at www.agendize.com<br />8<br />