Conversion Optimization 101 for Digital Marketing

Conversions are the lifeblood of a business’s digital marketing effort. Without online conversions, your website investments, content writing efforts, and long hours of SEO optimization are not being used to their maximum potential: driving revenue for your business. Conversions need to be carefully defined as product purchases, product demo, service sign ups, consultations, and similar types of consumer actions. Ultimately, whether your website is to primarily drive awareness or create direct purchases, conversions need to be optimized so that your website users have minimized difficulty becoming a lead or consumer.

Conversion optimization is a need that should be carefully reviewed on a regular basis (every quarter, half year, monthly, etc.). Conversion type and place are crucial parts of landing page design and drive your landing page’s most important KPIs.  If you’re not sure where to start on conversion optimization, then contact our team today for a free website audit and see how we can maximize online conversions for you. If you already have a website and are unsure about optimizing conversions, then keep reading and we can provide some great starting points.

KISS: Keep it short, simple for conversion placement and type

The most important question for digital marketers to ask themselves when it comes to conversion placement is this: “is this the easiest and most direct way for a user to get what they want?” Today’s consumers are primarily looking for services and goods on digital apps and are used to our “on-demand” economy and direct purchasing. Websites, app, and digital marketing places need a simple and well-placed conversion to drive revenue.

The acronym “KISS” is adopted across many industries and skill types, but in the case of digital marketing the need for direct and simplified conversions is paramount. Most users are not going to spend several minutes combing through site pages to make a purchase. When some finds your website they need a simple button, pop-up, or similar guide to get directly to what they want. Pages that aren’t optimized with ease and simplified conversions are less likely to convert than competitors that have easy-to-use websites. User experience is a key part of digital marketing efforts and that includes what types of conversions you use on your website:

What type of conversion should I use? How do I optimize conversions?

Conversion optimization is going to vary from website to website, but there are a few helpful ways to design conversions that get users’ attention, are simplified, and drive revenue. We’ll differentiate each conversion style by business type to help identify a possible solution for your needs: B2B (Business to Business), B2C (Business to Consumer), E-commerce and retail, and Direct to Consumer.

  • Buttons: A button that links to a product page, booking software, appointments, sign-ups are some of the easiest ways to make a high-converting call-to-action. Buttons are great for mobile devices and create a dedicated spot for a user to make an immediate purchase or sign-up. Buttons such as “Click here” “buy now” and “sign up” are crucial for any website regardless of business model. When creating a button be careful with size, position, and layout to ensure that a user can easily click it.
  • Forms: A sign-up form field section can also be a great way to customize a consultation, retain lead information, and make personalized marketing messaging for interested consumers. Forms can also be used with limited fields to make simplified sign-ups for appointments, bookings, and other types of services. B2B and B2C service providers are likely to benefit from simplified form sign ups.
  • Shopping Portal/E-Commerce Platforms: E-commerce sites are some of the most useful and user-friendly platforms for selling retail goods for B2B and direct-to-consumer type businesses. Shopping platforms such as WooCommerce (WordPress integration), Shopify, and Esty are great tools to set up breadcrumbed pages, offer multiple options, and give users options when selling individual goods.
  • Phone Calls/Directions: A majority of website visits are now completed on mobile devices which makes phone calls and “get directions” conversions even more useful on websites. By adding simple tel: links on your business phone numbers and Google Maps links on your get directions buttons and contact pages, you can make a mobile friendly site that helps a user call your business directly or get same-minute directions.

In addition, here are some basic rules to help format boost conversion optimization on your website.

  • Buttons for check-in online, purchases, shopping portals, etc. should be near the top of your website and one of the first elements that loads on page. For mobile sites, have a button appear as some of the first content you see in the page load. On other pages, make sure that buttons are also placed near content that makes sense for the user.
  • Make sure that buttons don’t contain too much text so that they fit properly on mobile devices. Buttons should be large enough to read on mobile devices but small enough so they don’t make your page too cumbersome to navigate.
  • Home page forms should contain the minimum amount of fields possible if you’re adding them onto your site. A user is highly unlikely form with too many fields. Make sure you’re collecting the right amount information as opposed to way too much or too little.
  • E-Commerce platforms and shopping portals need to compatible with your CMS and website theme. For example, WooCommerce is one of the fastest growing e-commerce portals since it is highly compatible with WordPress (considering it is the flagship e-commerce tool on WordPress.) Websites that offer an e-commerce store need to also have carefully breadcrumbed pages and encrypted security (SSL certificates) for users.
  • Add tel: links on all your phone numbers. A user on their mobile device (as well as a desktop/laptop that supports wifi calling) can just click the phone and call your business. Additionally, add Google Maps links or buttons to help users get directions, which opens the user onto the Google Maps app. This is an easy way to get users to interact directly with your business.

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