5 ways to increase your conversion rate
Next to engagement, the conversion rate is a true indicator of whether your marketing efforts are working or not. Whether you are aiming to increase sales, signups, or downloads, here are five ways to increase your conversion rate.
Use Tracking - Make sure you’re tracking every single interaction with your customers. That includes setting up your conversions in Google Analytics and using a customised link for every paid ad and social media post. For the sake of data organisation, accurate reporting, and eliminating dark social, have your campaign naming and UTM tracking in place so customised links can be created on a day-to-day basis for monthly analysis. Consistency is key. By using UTM guidelines, you will have an organised, in-depth view of what content is resonating most with your audience, which paid ads and emails are bringing in the most sales, and what pages on your website are converting the highest. When you take a systematic approach to social media and everything that surrounds it, you will have enough data to help increase your conversion rate.
Investigate your Customer Journey - This journey and each step within it should be inspected on a reoccurring basis as it provides significant insight for improvement. Conversion rate optimisation (CRO) tools, such as Hotjar and Google Optimisation, will allow you to understand where your customers are engaging, where they’re not, where any drop-offs are happening, and which pages are driving the highest conversions. Repurpose the obvious wins, ditch the ones that don’t convert, and utilise any other data that will help you improve the mid-performers and any live campaigns. The goal is to build a journey that allows for the smoothest experience possible, which in turn, leads to a higher conversion rate. This includes, but is not limited to, ensuring clear messaging, call-to-actions, user-friendly features, fast load times, and an easy check-out.
A/B Test - A/B testing is a vital tool for increasing your conversion rate as it allows objective measurement. Whether you’re analysing creative assets, call-to-actions, a funnel system, or subject lines, an A/B test will guide you towards higher conversion rates through in-depth data collection and comparison, allowing you to see a micro view of audience behaviour. Remember that all tests must have one variable only and should be tested against a control. Once you have gathered enough data to identify clear findings, you may apply these to automated functions such as templates, funnels, flows, and paid advertising.
Highlight Reviews - For both your business and its products/services, highlight the reviews you’ve received thus far and encourage customers to leave reviews wherever possible, especially post-purchase - offer an incentive if you have to. If the product is appropriate and your tech support allows it, add a feature to submit photos and videos too. Reviews and social media are the next best thing to word-of-mouth; they provide proof, which for a customer, validates trust and can often be the push to shove when considering a purchase.
Monthly Digital Audits - If you want to increase your conversion rate you should be doing a monthly audit of all digital marketing efforts - and this applies to all of your marketing KPIs. For example, I’ve mentioned keeping bounce rates low before and that’s because this directly affects your conversion rate. Understanding your bounce rate means understanding the UX and UI of your site, how your audience interacts with both and constantly working to improve it. This is just one example of how completing a monthly audit can lead to increasing your conversion rate. When looking to increase any of your KPIs, especially your conversion rate, the data will always lead you in the right direction.
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