Originally Posted on MarTech Series by MTS Staff Writer
Digital marketers put their best foot forward to bring visitors to their websites, but the real struggle lies in converting them. In this highly competitive digital marketing rat race, converting website visitors has become paramount for marketers and PPC experts.
From optimizing landing pages to using persuasive copywriting techniques, these strategies will empower you to make data-driven decisions and achieve desired results.
Without wasting much time, let us dive in and uncover the secret sauce of converting more website visitors.
1. Comprehensive Audience Research
Before you enter the technicalities and dynamics of improving your website visitors, you must first know who your visitors are. For any digital marketing strategy, a thorough knowledge of target groups is imperative. When you are aware of the interests, pain points, and preferences of your target audience, you can easily create a landing page for your website that pushes them into the sales cycle.
Today, plenty of AI powered martech tools are available. Use them to create an ideal buyer persona and the knowledge will go a long way in tailoring your messaging, design, and offers to resonate with your audience, which boosts the chances of conversions.
2. Compelling and Easy to Navigate Landing Pages
To convert your website visitors, you must build effective, high-quality, and easy-to-navigate landing pages. Your landing page should be optimized to be used with all the smart devices. Work on streamlining the design and layout, focusing on clear and concise messaging that highlights the value proposition. Landing pages can also have persuasive elements such as testimonials, trust seals, and call-to-action buttons to encourage visitors to take action.
A majority of landing pages will have forms and to encourage your visitor to fill out the inquiry form, you need to remove redundant fields from the form. Keep it as simple and short as possible. By shortening the forms, you create trust among your audience.
Marketing Technology News: MarTech Interview with Jennifer Jackson, CMO @ Actian
3. Add Live Chat
Why doesn’t a visitor convert after visiting your website thoroughly? One strong reason for this non-conversion is that the questions or concerns of your visitors remain unanswered. In that case, when a visitor looks at the live chat window, he will immediately put his concern to the live chat agent.
You never know if a simple yes or no through an automated chat can help you convert a visitor you were about to lose. To avoid losing a potential customer, consider adding a live chat to our website. With this simple addition to your website, your sales and customer service executives can alleviate the concerns of your prospects.
4. Test Your Offers
You created your website, and the landing page and the form look good. You have worked on your website copy and added social proofs, the CTA looks fine, but you are still not converting. Why?
When this happens, it is time to recheck and repackage your offers. Think on the following lines:
- Do the offers align with your audience’s goals?
- Are the offers put forth creatively and compellingly?
- Do the offers make sense where they are placed?
Many a time, businesses keep generic offers that do not offer any value to the visitors. In that case, marketers must give specific offers that add value to the package of the visitor. The more value a prospect can derive, the better the chances of conversion.
5. Creating Email Campaigns for Abandoned Cart
We can call it a remarketing strategy here. Today, we have advanced technologies that tell us about the visitors who couldn’t complete their purchase and abandoned the card midway. Irrespective of the reasons for the cart abandonment, you can curate an email campaign for such users to remind them that they left something in their cart.
Such a campaign includes sending follow-ups, including a discount offer, and so on. Doing this will ensure that you did your best to bring your customers back to the website. If they had left the cart for some reason, you can offer them more reasons to complete the transaction.
Wrapping Up
In today’s competitive digital landscape where a large number of websites are rushing to steal the attention of the audience, you can turn the tables towards yours by optimizing your website in a way that paves the way for easy conversions. There are many reasons why your visitors do not convert. It is time to dig into those reasons and follow the above-mentioned tips to increase your conversion rates.
While there could be other effective ways to boost conversions, we added what we found essential. If you know more or have used others, feel free to let us know in the comment section.
Marketing Technology News: Predictive Analytics in Martech: Shaping the Future of Customer Engagement
