Words: Belinda
It might be stating the obvious, but the main purpose of a brand’s online presence is to create a conversion path for new and existing customers.
Using a range of digital marketing strategies can help you create a high conversion rate that results in leads taking the desired Calls to Action (CTA) and increased sales. But what happens if your leads aren’t converting, and you’re left trying to justify the return on investment to the higher-ups?
Relax — we’ve got you. Here are our top five actions to take if your leads aren’t converting and you need to optimise your ads in 2024.
Why conversions are important
Conversions directly impact profitability and growth, making them hugely important to any business. Conversions are a key metric for measuring return on investment (ROI) and can identify areas for improvement in your strategies.
As Forbes points out, conversions also help you get a better understanding of your customers’ needs and allow you to target your offerings effectively.
#1: Improve your website
One of the easiest ways to increase conversions is to ensure the experience is as frictionless as possible.
Optimising every touchpoint of your site – including content, design, navigation, and loading speed – will improve the user experience, making leads more likely to convert. With almost half of users expecting a website to load in two seconds or less (and 40% leaving a site that takes three seconds or more to load), it’s important to seek professional advice on increasing load times.
And don’t underestimate the importance of great design in digital marketing. A well-designed site will have improved functionality, clear CTAs, and a beautiful, clear layout.
#2: Try personalisation
If your readers are deleting their emails – or worse, unsubscribing – you might need to ask yourself why? A major reason why people click that unsubscribe button is because they don’t feel nurtured or special – instead, they feel like one of many thousands receiving your emails.
Personalised emails are a surefire way to get your readers interested, and a simple way to do this is through personalised subject lines. In fact, readers are 20% more likely to open an email with a personalised subject line.
#3 Optimise your value proposition
Sharing a clear value prop on your site helps customers and leads instantly understand your offering and tells visitors why they should care about your product or service. Whether you’re a B2B or B2C brand, you have between three and five seconds to convince visitors to stick around on your site.
Having an immediately clear value proposition allows leads to understand what makes your offering better than your competition and entices them to take the next step. In fact, a concise value prop can increase conversions by up to 90%.
An easy way to do this is to use experienced content writers to craft your website copy, using compelling yet concise language to help visitors understand how your offering can solve their problem.
#4 Streamline your conversion funnel
You may be losing potential customers in your conversions funnel without realising it. Whether they click on a link in an email and get a 404 error, or the ‘contact us’ form on your site glitches, you are unlikely to see these leads ever again.
Brands that ensure an optimised sales funnel see higher revenue growth than their competitors as well as higher ROI.
To check where you might be losing leads, use analytics tools to track user behaviour throughout the conversion process. If the process is unnecessarily complicated, you’ll probably find potential drop-off. Consider one-click purchasing to reduce friction to see if that improves the conversion rate.
#5 Discover A/B testing
This gem of a strategy can be overlooked, especially in limited-time campaigns. But using variations of the same digital marketing campaigns can help you see which version resonates best with your audience. Bonus:
A/B testing can increase conversion rates by around 40%.
Easy ways to experiment with A/B testing can include trying different headlines, language on Call-to-Action buttons, images, and page design.
It’s important not to go gung-ho and implement all these strategies at once. Trying one idea at a time will help you get a clear understanding of why and where in the sales funnel your leads are failing to convert.
Conversion rate optimisation is an ongoing process involving constant monitoring, creative testing and thoughtful refinement to create the best possible results. By continually enhancing your strategies you can drive more conversions.
Are you overwhelmed by the thought of introducing A/B testing to your already hectic workload? Our team of experienced digital marketing strategists can help improve lead conversions. Contact us today.
