Marketers are facing reduced budgets but still need to hit targets. Increasing the conversion rate on any digital marketing initiative is the best way to reduce ad spend and gain new customers without a lot of extra effort. But, you know that already. So, here are the easiest ways to accomplish conversion rate optimization for advertisements and websites:
Advertising Optimization
- Create advertisements with headlines that pique curiosity and include stats/figures that substantiate claims.
- Take advantage of built-in machine learning algorithms. Google Ads and Facebook Ads both offer products that allow you to provide a bunch of headlines, descriptions, and images and then the platforms automatically determine the best working combinations. You have less control of messaging but it takes the guess work out of the equation.
- Don't ask for more than people are willing to do. The most clicked on call-to-action is often "Learn More", so don't demand people sign-up or purchase right off the hop.
- Send advertising traffic to a dedicated landing page with information relating to a specific offer. Perhaps you have a product/service page already but consider a specific page designed just for the campaign. This will also aid measurement and determining campaign ROI.
Website Conversions
- Have an offer that requires little effort to purchase or try. This is where free trials, knowledge downloads, coupons, and exclusive access are helpful. It might not result in a sale right away but it will give you contact information for future follow-up. Just don't ask them for more than a name, location and email (the golden trio).
- Copy should focus on helping more than selling. Communicate what you provide, why it matters, and who uses it. No more, no less.
- Chat agent software has evolved to a point where many answers can be automated. Website visitors are often more willing to get a quick answer than talk to somebody.
- Have multiple call-to-actions peppered throughout the landing page. Don't rely on a single button at the bottom of the page.
- Verify your contact form and phone number are working and being monitored. This seems like a no brainer but when is the last time you tested your own form/phone on the website?
This list of conversion optimization tips is not exhaustive by any measure; it simply represents the low hanging fruit. But the juice is worth the squeeze.
