What is it?
Conversion marketing is the process of getting website visitors to take a specific action (inquire, buy now, call, contact us, download a whitepaper etc). Conversion marketing is the phrase used to often describe the act of converting a visitor who browses your site to a paying customer.
Why should I care?
Businesses spend billions of advertising dollars to get people to their website. Its not enough to just get a potential customer to your site, you then have to compel them to take action! Your goal is not visitors, your goal is customers. Conversion marketing can dramatically affect your bottom line.
How does conversion marketing work?
There are many tactics and strategies that fall under “conversion marketing.” They can include:
- Strong calls to action on web pages (buttons asking users to “call now,” “inquire,” “reserve,” “buy,” etc)
- Chat or “conversation marketing” tool like Drift. (adding a chat function to your site can help move people from being a visitor to become a lead, prospect, or customer. People have questions about your services and having a chat tool is a great way to give them quick answers.
- Adding elements of trust like testimonials, reviews, rewards, certifications and clients can help increase conversion.
The rate at which visitors take certain actions is called the “conversion rate,” and is incredibly important to any business with a website.
Let’s imagine a real-estate agent’s website. The site may get 200 visitors per month, which results in 4 people sending an email through the contact form. (4/200 = 2% conversion rate). If the realtor employs good conversion marketing tactics like testimonials, or has a strong call to action like “Get a free market assessment of your home,” they could improve their conversion rate to 6 leads (3% conversion rate). Though it may seem small, a lift like that would result in 24 additional leads per year. Find us a realtor who wouldn’t want 24 additional leads for essentially zero additional cost.