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Testing Your Conversion Marketing Strategy

Instructor: Kyle Aken

Kyle is a journalist and marketer that has taught writing to a number of different children and adults after graduating from college with a degree in Journalism. He has a passion for not just the written word, but for finding the universal truths of the world.

Conversion marketing relies on people performing a desired action online. Selecting the right conversion strategy can be tricky, but through analyzing and testing conversion rates, marketers can track the successful and failing methods.

Definition

Ever buy anything online? Where did you start? Did you click on an ad on an impulse? Open an email with a coupon and follow the link? Or maybe you knew what you wanted to buy and did extensive research to find the right provider. Either way, the website had to have used some conversion tactics to get you there.

In internet marketing, conversion is getting a potential customer to react in a way desired by the marketing team. Any of the following could therefore be considered a conversion:

  • Opening an e-mail
  • Opening a link within the e-mail
  • Examining the content of a webpage
  • Purchasing a provided good or service (typically the ultimate goal of a marketing departments)

So, it can be said that conversion marketing deals with a succession of reactions to marketing actions that will end up as leads as well as sales.

Drawing in Customers

Getting a conversion can depend on many factors from sales pitch to website design to specialized online marketing campaigns. The goal is usually more sales, a good Return on Investment (ROI), and no lost customers.

The most effective methods of conversion depends on the business. For example, some websites make money through selling of a product. This type of business will focus on sale conversions.

Other websites make more profit from advertisements on their webpage, so the ideal conversions for them will be high numbers of visitors clicking on the ads. Regardless of which conversion is ideal, these are all actions taken by consumers that have been prompted through various forms of conversion marketing.

Just getting visitors to stay on your site can be where successful online conversion marketing begins. It takes the average consumer around eight seconds to decide whether they will remain on a webpage. For this reason, getting prospective customers to go to and stay on a webpage is the first and foremost conversion for many business's websites. High bounce rates are a clear indicator of a lack of conversion.

Preparing for Conversion Marketing Strategies

Conversion methods can vary between products versus services or even with physical products versus digital products (i.e. downloadable products). The specific purchase process that a company's customers take part in is the most important factor in determining conversion strategies.

Another factor to determine strategy is the amount of research that a consumer is likely to do before purchasing.

Business to business deals will also have varying conversion methods. In this case, a webpage may offer more benefits with branding rather than sales conversions. A visit to their webpage can still be considered a conversion that will inevitably lead to a sale offline.

Ease of navigation throughout a website is of particular importance - the last thing any consumer wants to do is waste time trying to locate pertinent information or waiting for poorly coded pages to load. Internal searches should also provide the most relevant sections of a website. Make sure the landing page appealing - attractive, but not too flashy. A great website development/design team is therefore very important to any business's marketing department.

Once the customer's actions have been evaluated and determined, the types of conversions necessary will become clearer, and marketers can select whichever conversion methods will bring the most profit.

Conversion Rate Optimization

Keep track of your conversion rates to achieve conversion rate optimization (CRO). This is the process of analyzing feedback from visitors to increase performance of any given website. The goal conversion rate of any website is a standard 61.99%.

Or you can measure the standard conversion rate by different and specific goals. Say you want the consumer to

  1. Visit the homepage
  2. Visit the Newsletter signup page
  3. Visit the Order Confirmation page

The conversion rate for each individual goal is totaled with the other goals to get the overall website conversion rate. So, if you got 20%, 15%, and 5% conversions on each page respectively, you'd have a 40% conversion rate.

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