In the world of sales, the letters “ABC” have their own meaning — Always Be Closing. That mantra reflects the salesperson’s idealized and conversion marketing-based strategy, one that relentlessly nudges the prospect toward a sale at every point of the interaction. Throughout the stages — from rapport-building to parrying objections to asking “do we have a deal?” — the prospect is managed in such a way that the only logical response is “yes, we do.”
Digital marketers have their own ABC’s — Always Be Converting. The goal of converting site visitors into paying customers is mission critical for just about every business.
To help you master that process of conversion marketing and bump up that all important conversion rate, we’ve captured eight strategies for improved conversion marketing.
Use heat maps
Heat maps are graphical representations of data where color is used to represent values. They offer an easy to understand visual summary of information. If that sounds too technical, just think about a television weather forecast and how it uses red to signify hot and blue for cold.
When used with a Web page, a heat map will tell you which areas are generating the most interaction; red for high interaction, yellow for medium, blue for low. These maps are essential for understanding how you can maintain the interest of prospects.
Refine your call to action
Too many businesses opt for boilerplate copy when it comes to CTAs. If you want to boost your conversion rate, you need to close with strong, persuasive material.
A CTA doesn’t have to be two simple sentences; you can use video, add links or simply dangle a “cliffhanger” style ending that piques the interest of the reader and prompts her to find out more.
Heighten the urgency
Creating a sense of urgency is one of the oldest tactics in the sales and marketing textbooks for good reason — it works. This tactic plays on one of the strongest cognitive biases people have, so it’s as timeless as it is effective. If potential customers feel like something valuable is slipping away, they will be highly motivated to act.
Test, test, test
Are you A/B testing? If not, it’s time to get started. Create two versions of a page with different CTAs, header copy, design etc. Track the number of conversions each page generates. The one with the best numbers is your path to more conversions. Apply A/B testing wherever possible and retest frequently.
Optimize your funnel
Buying is a journey — in most cases, a potential customer cycles through the same series of considerations before “getting to yes.” Interrupting this process by asking for a sale prematurely can reduce conversions, so make sure your funnel is well developed.
Use copy that converts
Great copywriting is an art. It needs to:
- Reflect your brand voice
- Position you as trustworthy
- Be calibrated for your specific audience
- Seize the reader’s interest immediately
- Be creative yet also universal
And that’s hardly a comprehensive list. If your copy isn’t meeting those basic criteria, however, you’re losing conversions.
Illustrate the value proposition
Why should your potential customer convert? Boil it down into an elevator pitch. And let the gist of that pitch flow through all of your copy and marketing materials.
People don’t innately trust marketing. Yet they do trust other people, which is why word of mouth is so effective.
If you want to convert people sitting on the fence, show them all of your satisfied customers. Use testimonials with photos and reap the benefit of the “halo effect” by partnering with influencers.
The takeaway
Armed with the above strategies to improve your conversion marketing efforts, you’re ready to increase conversion rates and increase ROI. Yet if you want to truly move the needle, contact our team of experts today.
