Effective Guide on How To Use Marketing In Increasing Your Conversion Rates

If you’re a marketer, most especially if you’ve been working as one for about 2 to 5 years you must have come across data-driven marketing.

Data-driven marketing is key and essential in the entire marketing space. Marketers want and need to learn more and understand their customers’ data. For instance, studies by Statista, states that 89% of marketers in the globe use data to make their strategic and key decisions.

How will data-driven marketing make you deliver better results for your company? And what’s data-driven digital marketing?

Just like it has helped WealthOnPoint, it’s important for you to keep reading so you can learn real-life applications of how data and marketing work together and also strategies on how to increase conversion rate with data-driven marketing.

How do data and marketing work together?

Marketing online has some advantages over traditional or offline marketing but the key advantage that it has is the ability for you to be able to effectively track the performance of your ad. Marketers can now leverage on modern tools to track anything online.

It’s so easy now to keep track of the impressions of your ads, your audience demographics and how much revenue each of your ad generates when you use Google AdWords. You can also obtain data on the click-through rates, open rates, and the number of clicks on each link of your email through the use of Campaign Monitor.

Marketers are able to now at every point know what works and what doesn’t. They now have a clear understanding of the direction they are to take to further improve on their services/ customers’/ user experience.

Marketers have both the positive and negative implications from having access to a large amount of data. Marketers can optimize campaigns and have maximum results from the data they have access to. The fact that they can have a good/exact guess on what is at stake, gives them high chances of working to improve on it.

But lots of data can be a disadvantage too, as there might be so much irrelevant data contained in it. Marketers can as a result lose sight of the important detail that they ought to have taken note of. So, you won’t as a result be able to effectively use the data to impact your strategy.

Discipline is required to practice good data analysis and a passion for mining data for insights. You need to know and understand what matters most and ignore others. This is you taken charge and ensuring that you only go for what you need to know not any data at all. This helps you maintain focus.

Use data-driven marketing guide to increase your conversion rate

The most important number to take note of is your conversion rate. WealthOnPoint understood this early enough and it has been of great help. All activities of websites mostly aims at better customers/user experience because this is what best guides marketers to improve on the conversion rate of their sites. It helps you to drive up your revenue.

Practices that aim at increasing conversion are numerous and below you will read 15 key guides that help me personally at WealthOnPoint, other marketers, and will help you too in increasing conversion rates. These includes

1. Make use of heat maps

With heat maps, you will get to know and understand every information about your customer’s behavior as they navigate through your page. What they pay most and less attention to, why and what part of your page they get tired of. This and other information/guides at your fingertips will help to improve your marketing and in turn improve your conversion rate.

2. Maximize your customers’ journey

Your customers’ journey represents the steps they go through with your company, right from the moment they get to know about your brand until they become loyal customers. There are three phases customers go through. These include:

• When they are casual visitors or represented through their contacts such as email subscribers. They most likely might not yet be customers, have low purchase intent but could be interested in your services with time.

• New subscribers having their first experience with your brand. They aren’t yet committed or loyal customers but at least have the interest intent in your brand.

• Customers who come back to use your services with time. These persons are now your customers and could become loyal customers.

Through your marketing guide and unique brand experience, you can successfully take a customer through these journeys from the first to the third stage. To achieve these stage you need to understand who your customers’ are and what they need to move to the next stage. You need real-time data about them.

The process of obtaining these data comes mainly from qualitative research. These include:

Personalize emails, phone numbers, personal interviews; Engaging your customers in conversations can provide you with valuable data about their behavioral buying habits, what excites them, and how do they describe your product or service through according to their experience.

Exit surveys/email; similarly, this helps you to understand if your site user experience is good for their use and if your products/services are meeting their needs.

These interviews and surveys help you to collect all necessary data that’s required for you to enhance your site user’s experience and meet up with products/services customer experience. It helps you with meeting up with the following

i. Goals of customers

ii. Customer concerns and hesitation

iii. How much customers need to know and understand before they make their purchase.

iv. Customers’ expectations

With these, you’re able to work hard in order to give them no reason of concerns, the proper information they need about your products/services, their expectations, and help in solving their problems thereby fulfilling their goals

3. Optimize your forms

Successful conversion strategy depends on solid lead generation campaigns. In most instances, this involves the filling of the form.

What the form entails isn’t easy to design. The fields included in the form, the wording of the button, the colors etc, These are necessary elements you’ll need to optimize and study to get the best results. You must ensure to include some automatic filters that help to make sure that the data you’re receiving is real.

4. Ensure your contact is easy to reach

Make it as easy as possible for your audience to be able to contact you. This way more customers will reach out to you. Ensure you study your customers well enough to know their communication preferences and why they prefer such a communication channel. To ensure that you’re available for as many users as possible, ensure that you can be contacted through all sorts of communication channels.

5. Use Calls-To-Action

Call to Action are crucial guides in digital marketing. These are statements that are so convincing and are met to move the customers to take action. You need to include links, text, images and animations to improve your conversion data. Guarantee their efficiency by running A/B testing.

6. Create communities

Work hard to gain users trust. That is a sure way to get them to take action because they trust your brand. Communities, most especially on social media are a great way to achieve this. Your potential client will be able to gain a solid, long term relationship with your brand through community engagement. This strategy also help to generate ‘the user-generated content’

7. Establish a Strong Social Media Presence

Social Media platforms are essential in any online marketing strategy but before creating your business profile (s) there must be plans for your content and coherent strategy. You need to integrate your social profiles into your communication for it to help your brand convert more.

8. Optimize your pages based on A/B test data.

Any decisions you have to make to change your site’s pages needs credible data to make the decision worth it. The best way to achieve this is through A/B testing.

You will be provided with real-life data based on your customer’s behaviors/actions. Through A/B testing you won’t assume anything, as you see how your audience behaves and you can make your decisions based on that. Making decisions based on assumptions will retard your brand growth and I believe you won’t want that for your brand.

The entire process of looking for what to test, developing a testing hypothesis, and the actual test requires data, which you can get from;

•Analytics provider

•Surveys done by you (web or email)

•Tracking by mouse

•Heatmaps

•User testing

•User session analysis

The conversion rate optimization starts from knowing what part of your website you’ve to improve on. You need to develop a testing hypothesis once you know what to test. To achieve that you’ve to define your;

•Business aims and objectives

•Website goals

•Key Performance Indicators

•Target metrics

You need to think of different ideas on how to enhance each target metric after defining each of the four elements mentioned above. Make list of all your ideas you thought of on how to enhance each metric

You need to prioritize each idea to make the testing process easy. You can make use of the PIE framework to segment the ideas according to priority, having the largest potential and the lower implementation costs.

Now, you need to implement each test idea you’ve earlier defined until you get significant results. In achieving this you’ll have to predetermine a sample size and run the test for some weeks.

You need to finally check out your results by forming a group of segments for each of your tests and check them out one after the other.

You can use Campaign Monitor to run A/B tests on your email campaigns or use tools such as Optimizely and VWO.

9. Attract traffic with creative content

Content marketing and traditional advertising model have always proven to work over and over again. So having great content, with great content campaigns helps to attract quality traffic from your audience who are interested in your products and brand.

10. Be mobile friendly

You need to know that 85% and counting of your users/customers may likely come from mobile users. So you have to ensure that your campaign is good and catchy on mobile devices. In order not to miss out on a large number of potential clients, you need to ensure your site have a perfect viewing on a smartphone, tablet, and desktop devices.

11. Personalize your website with behavioral targeting.

Website personalization, as defined by Optimizely, is “the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows companies to present visitors with unique experiences tailored to their needs and desires.”

To personalize your website, you first need to know why and what your goal is. In most cases, it’ll be to increase relevance, which can help you decrease the bounce rate and increase your conversion rate. Whatever your goal, you need to be clear about it.

Then, you need to know to whom you want to show that personalization. What segment do you want to influence? Your personalization segments can be based on many attributes, which are explained in further detail in this article. These include:

• Geolocation

• Device used

• Traffic source

• Visit data

• Transactional data

Finally, you need to know what you want to personalize. It could be from a simple CTA to a whole new homepage.

Just like with A/B tests, every personalization campaign is a hypothesis that should be measured. Don’t believe that all your personalization implementations will work. Test the impact of every change just as you test other site changes.

Some tools you can use to personalize your visitors’ experience include:

• Barilliance

• Pureclarity

• Omniconvert

• Monetate

• Personyze

12. Create communities

If you want to get conversions in the long term, you need to gain your user’s trust. Communities are a great way to do this. With them, your potential clients will be able to develop a long term relationship with your brand. Additionally, this strategy also helps to create User Generated Content.

13. Pay great attention to your headline.

Your landing page headline is the most important part of it. Take your time and think through at least the best possibilities before choosing the strongest one.

14. Clearly state the benefits of your product or service.

Letting your customers get to understand the features/makeup of what they’re buying is important. Customers tend to buy more or at least buy at all when they understand how a product is going to be of benefit to them.

15. Use testimonials.

Testimonials are met to reduce risk from the choice the customers will make for themselves. Social proof is provided to make them know to whether their decision to buy your products/services will make them gain or hurt them.

When should I use each one?

The time of implementation is important in any marketing strategy. To be able to get the best results from your strategies/ideas you need to implement them at the right time (use them at the right stage of the conversion funnel)

Top of the Funnel; This is the time where you promote your brand awareness and the problem that you solve. At this stage, you can attract your potential client with display campaigns that meet with their needs and preferences through social media video ads, etc.

Middle of the Funnel; Your aim here is to show to persons how to make decisions. Achieve most results of your best A/B testing tools to improve your email marketing opening rates and click-through rates and make use of lead generation features on social media and make more from retargeting with your users’ behavior data.

Bottom of the Funnel; At this stage, you need to guide your customers through your marketing campaigns by letting them know why they should choose your products/services over others in the market. Use SEM(search engine marketing) don’t forget to add all necessary information in your landing pages. Using social ads and on page search engine optimization technique are important in this area.

Throughout the funnel process; mobile optimization and affiliate marketing are your allies during the whole process.

I believe these great tips/guides will be of invaluable help to improve your marketing and brand images.

Other necessary relevant steps you can take includes

A lot of marketers have it as their number one priority to increase their conversion rates. Most times the reduction in conversion rate may be as a result of we limiting ourselves by using quick fixes instead of fixing the root problems. Keep reading to know how to fix your sales conversion properly.

•Make a budget for website restructuring

This budget apart from money also entails time and other resources too. We as marketers sometimes focus on the media and other leads generating activities forgetting to do the needful which is making sure that our website is in it best shape. It’s worth investing to optimize your website.

•Study your SEO
How do you want your audience to perceive your brand? Your products/services, for being an expert in certain areas, for offering solutions? How does your audience find these answers?

The first step is to think through these two questions, and make a keywords list under which you want to appear in Google, and see your results.

•Invest in SEM

The fact is that you’re likely not yet in your ideal ranking for all or some of the keywords you chose in the previous step. You can start improving your sales conversion right away by investing in AdWords for these keywords.

•Build a content inventory

You will be able to attract many more visitors to your page by using SEO and SEM. You need to ensure that they can easily find what they are looking for once they’re there. Go through your current content to see if they follow these rules to ensure this is the case.

Relevant: is it updated? Is it in your audience’s best interests? Is it essential?

Accessible: Is it easy to access? Study your website’s analytics to see what “forgotten content” you have and why this happened.

Glanceable: Is it easy to be creative about and the main ideas at a glance?

•Make it easier to understand

Be honest to yourself as you read through your website; is it written for your target audience interest, or does it make use of the internal language of your brand? You need to be able to create messages that truly speak to your audience in order to improve your sales conversion and that will encourage them to keep visiting and reading.

•Enhance and modify your content

This can be a painful and long process but it’s worth it. It entails that you should go through all your already created content and edit it to make it as attractive as possible. You can break your long video into short parts, compress the video, you can create an infographic from a very long article of around more than a 1000 words. Your idea should be to make your content as catchy as possible.

Make sure to build a new guide for your future content creation. This is to ensure that henceforth all content you’ll create will meet the required standard and you won’t have to go through this process again in the future.

•For good user experience invest in your user interface

Make effort to find out and understand how your audience navigate around your website.

Use UX tools to understand exactly what a user’s experience in your website is like, and improve what’s necessary.

•Optimize, Measure and Repeat

A/B tests are a way to observe your flaws. To apply any form of changes you’ve to create a test page and study the results. You shouldn’t give attention to only the number of visits, but also to the metrics such as the session duration, bounce rate and of course, the sales conversion rate.

•Teach your team

After following these steps above and you’re now on the right track, in order not to repeat the same mistakes again, you’ve to train your team now and in the future on marketing guide on how to optimize your brand. In training them is best to help them with statistics of results so they appreciate the training more

•Hire an expert

All these steps outlined above may not sound so well mostly because it isn’t easy to accomplish or may you may not understand how to do it. This is where the experience and knowledge of an expert is required. Not in all cases will you be able to do all yourself and even with the combined effort of your team, so it’s best to hire experts in such areas.

Conclusion

From this marketing guide, all critical steps to take are clearly outlined above. What you need to do to improve on your lead generation and also in optimizing your website, all for the purpose of increasing sales conversion. You must ensure that your goals are realistic, well defined, and also be able to measure your results. Do this and see your sales conversion rate grow.