Conversion Marketing 101

In this post we go over conversion marketing–otherwise known as “the art of turning browsing visitors into customers.”

Broadly defined, conversion marketing encourages customers to take a specific action like purchasing a product or signing up for an email list. Online, conversion marketing acts as a way of converting a visitor who browses your site into a paying customer or lead.

Visitors have a number of reasons why they abandon the page before the converting—they get distracted, get cold feet, lose interest, and more. Smart marketers need to know the conversion marketing tactics that turn these abandonments into sales.

Map Out Your Sales Process

Many merchants have found it incredibly helpful to map out the step by step process from lead to sale. This can help you:

• Track actions that must be taken by the lead to prepare for a sale
• Determine points of friction in your funnel
• Identify opportunities to build trust with your customers by creating certainty that your product or service meets their needs

Your map will help you carefully study your process from every angle so you can manage, control and optimize each step effectively.

Focus on Qualified Prospects

Stop casting a wide net. Too many marketers spend all their time talking to everyone instead of qualified prospects.

Qualify your leads and prospects by offering very specific proposals to ensure that the people who respond to your marketing tactics have the desire, motivation, and ability to buy your product or service.

This also means you should be talking to customers who are familiar with your product or service, already use it, or have a particularly high probability of using it. You’re wasting your time if you’re trying to reach every single person out there. Narrow your vision.

Make Your Landing Page Talk the Talk

Customers need to know just how your product or service can enrich their lives. The right messaging on your landing page can go a long, long way in terms of conversions.

Know your audience and speak directly to them. Survey your current customers and pick their brain for how your product is solving their problems.

Your landing page visitors are likely experience similar issues. Use that survey data to express how your product can address and relieve pain points on your landing page.

Believe in your product and be transparent. Provide your buyers with information they need to make an informed decision.  If applicable, use real images or a representation showcasing your product and service.

Most importantly, take the guesswork out of the process. Reduce form fields to eliminate unnecessary work for your visitors and create call to action that is dynamic and acutely accurate so they can’t help but convert.