With the percentage of visitors to a site actually completing an action that the proprietor views as a conversion, the conversion rate is much considered the Holy Grail of digital marketing. Raising the conversion rate is usually referred to as conversion marketing, and this practice is fundamental in increasing return on investment and making the most of your digital marketing budget.

Testing again and again, build community, optimising forms on your pages with clear calls to action, having a significant social presence, and having a mobile-friendly website were a few of our tips. In this article, here are our top tips to improve your conversion rate in digital marketing.

1. A/B Testing

A/B testing is important. If you want to make any change on your site, set up a test page and analyse the results. Don’t just look at the number of visits but also check the session duration, bounce rate, and of course, the sales conversion.

Take every aspect of your campaign including email subject lines, images, ad copy, and consider the possible variations, and then carry out a real A/B and A/B/C testing. Such would allow you to see what your audience responds to, hence your digital marketing efforts would be more effective.

2. Optimise Your Forms

Successful conversion strategies always rest on a good lead generation campaign, which often works with forms to fill in. Designing a form may strike you as easy and obvious. However, there is much more to it than you think! The number of fields, the CTA button to press to submit it, the colors all this and more will require optimisation for best results. Include some auto filters to make up for the invalid data provided. Quality counts over quantity.

3. Build Community

For many conversions in the future, gain trust from your users. One of the ways through which this can be done is building an online community. This will enable your prospects to experience a long-term relationship with your brand. This approach will additionally attract user-generated content, which will serve your social media well but also testify to potential clients or customers that what you offer is liked and people are willing to vouch for things publicly. 

4. Always Have a Social Media Presence

Social networks are a basic element of any online marketing strategy, but if there is no content plan and coherent strategy to go with, there is absolutely no use in creating profiles of a company on these platforms. Want those profiles to indeed help in converting more people? Then you will have to smoothly weave them into your communications and regularly fill these pages with topics including those concerning your brand, blog posts, photos and videos made by others, even user-generated content, if applicable.

5. Write Traffic-Generating Content 

Content does not fade, content marketing is not fad, and so too is native advertising. These strategies draw quality traffic made up of users interested in your products, brand, and overall sector. Making this type of content involves some considerations:

1. Relevant: It should be up to date; relevant to what resonates with the interests of your audience; is it useful?
2. Accessible: Is it easy to get to? Check your analytics; what kind of “forgotten content” is your website seeing? Why did this happen?

To some extent it is also worth updating older content that used to be popular on your site or elsewhere. Just go through everything you have and spruce it up so that it’s as shiny and current as possible. If you’ve got long videos, cut them into a mini-series of two minute long installments. As for long articles that drew lots of views, pluck them as bases for infographics and checklists.

6. Optimise Your Checkout Process

A complex and lengthy checkout will send the potential customer looking elsewhere. To keep checkout as possible, limit the number of steps involved, use guest checkout options, and integrate various ways to pay. Show buyers that their payment is secure by displaying trust signals like secure payment icons and present clear shipping and return policies. You could also send a cart abandonment reminder to get customers back who left the website without completing their purchase.

7. Your website needs a goal

When I look at websites, I question those people about what their number one business goal is and what action they seek on their site from people.

Why? You can evaluate a website as per one goal – it has to say how effective it is in achieving that goal. Without a goal, one cannot improve the site. You can only improve what you can measure.

Some say the goal is “reading about their products.” No, this is not a business goal. Thus, something other than reading like a sign-up or purchase, clicking something, ordering something, is an action you follow toward a goal. If your goal really is that people read the text on your site, you really need a new goal.

8. Address Objections

Whenever someone reads your offer, there will always be some friction when that happens, and some conscious and subconscious objections arise concerning what you have said as far as taking the offer is concerned.

For personal sales scenarios, we can uncover part of the hesitations with some questions and address those objections, but when it comes to doing sales on the web, that becomes too difficult. Therefore, the only solution is to prevent such objects by dealing with all possible issues in the sales copy right at the start.

Step one is to create a list of all possible hesitations and objections that your potential customers may have.

Step two the information has to enter your sales copy to eliminate or soothe those hesitations. The list can contain issues such as: 

1. You do not understand my problem (describe what problems your product solves)
2. Why should I believe you? (credentials, experience, awards, etc.)
3. What if it doesn’t work for me? Testimonials for every type of user that has benefited from your product
4. It’s not worth the money there are cheaper alternatives (explain your price, compare to the competition, and prove your product’s value)
5. It is important to make this as long a list as you can. It’s good to gather outside input, conduct user testing, and just straight-up ask your customers what they might be thinking and/or have concerns about.

Bonus tip: Use on-site surveys to pinpoint visitor frustrations. This way, you really can get the actual feedback from actual users in real-time using your site.

9. Remove distractions

This is big. You want people to focus on a single action and not be distracted from it. Are there items on the page that could divert the visitor away from the goal?

The more visual inputs and action options your visitors have to process, the less likely they are to make a conversion decision. Minimising distractions like unnecessary product options, links, and extraneous information will increase the conversion rate.

On your landing pages and product pages, remove or minimize everything that is not relevant to users taking action.

1. Remove or shrink the menu.
2. Get rid of sidebars and big headers.
3. Take off irrelevant (stock) images.
4. Think about removing navigation on landing pages.

10. Monitor and Improve

Making improvements to sales conversion rates is an ongoing process. London’s premier hub of training and consulting offers expert insights into optimising digital marketing strategies for better sales conversion. Regularly track the relevant performance metrics and analyse user behaviour to apply insights from data to your strategy. Use Google Analytics or similar tools to identify pain points and then test other ways to optimise for results. By keeping your pulse on the latest digital marketing trends and customer tastes, you can ensure that you sustain high conversion rates over time.