We all know how hard it can be when we have no conversions coming in on websites or ad campaigns, yet people keep clicking on our websites. It’s not like they don’t see the value in your offer either because, most often, these users already want your product or service; they just need some guidance.
Getting conversions from clicks is a complex problem, even though everyone knows that clicks are what they want. There are many ways to get conversions, and some of them work better than others. This article will go over 10 easy solutions for getting conversions from your ads and the best way to do it if possible.
Create Content and Images That Resonate With Customers
Knowing your audience is the first step toward generating content that connects. You can target them by producing:
- Valuable; and
- Visually appealing material.
To create content that resonates with your customers, you must first know who they are and their goals. Then, you can use various available customer data to learn more about them, such as conversions.
Some tips for creating great content for your customers include:
- Write articles that provide value to your customers.
- Publish content regularly (ideally at least once a month) and make sure it aligns with the rest of your marketing strategy. This is where using an editorial calendar will help you stay organized!
- Your content should be high-quality and valuable. In addition, it should be clear what your customer will learn or do by clicking on the link to your website, so make sure it’s not fluff!
Once you have a content strategy, figure out how best to promote that content across different platforms. This is where great images come into play—you can use them:
- As part of blog posts
- Share them on social media sites like Instagram or Pinterest,
- Include them in email marketing campaigns (like newsletters), etc.
You’ll want high-quality photos that are related to whatever topic(s) you’re writing about — this could mean taking the photo yourself if you know how!
Remember to provide the content your users are looking for. It is essential to know who your audience is.
Analyze Your Audience’s Behavior and Habits
The more you understand your target audience, the better you will be able to convert. You’re not marketing to everyone. You’re selling to individuals who are a good fit for what you have to offer. Ask some questions, like:
- Where do they click?
- When do they scroll past offers?
- How long do they spend on a specific page?
All this information will assist you in developing your buyer personas. To translate your audience’s behaviors into conversions, you need to know the right questions to ask. For example, if your audience wants vacation packages, you need to be asking yourself:
- Where do they spend their time online?
- Do they search for flights or hotels first?
- What are social media sites most popular with this group (i.e., Reddit)?
- How many pages per visit on average does someone view before converting?
Explore all of the ways that new leads can interact with your website—from how people find it in Google searches to what happens after they click through an ad. There’s a lot more than just that one step!
No matter which sources you choose when creating conversions, you need to ensure that your conversions and content follow the same tone of voice. This plays a significant role in helping customers trust you. For example, if they’re looking at an image on Pinterest or reading a blog post, it should match up with what they’ve come across before (i.e., branding elements like logos, etc.).
SEO Drives Traffic to Website
SEO or Search Engine Optimization is the key to conversions. Optimized content will improve your rankings on search engines. As a result, you will get more clicks on your ads. This will also drive traffic to your site, and if your content is optimized to convert, you’ll see a higher conversion rate.
Conversion rates can be improved with SEO by including:
- Relevant keywords
- Adding alt tags and descriptions of images
- Using appropriate interlinks to various content on your site; and
- Having a mobile responsive website design.
A high-quality description with relevant keywords will help increase conversions by giving potential customers what they need when searching online.
An essential element in SEO, though, is the webpage titles and heading tags. Titles are the most prominent element of any website, and they have the greatest impact on how Google perceives your site.
How to Write Optimized Web Page Titles and Headings
To write web page titles and headings that convert well, you’ll need to know a few things about how search engines read and rank web pages.
Search engines read and rank web pages by looking for keywords and their relationships. Keywords are the words that people use when they search, which means you can predict what a person is searching by looking at the keywords used on web pages with similar content.
For example, if your webpage was about making empanadas, then “how to make empanadas” would be one of your primary keywords because it’s descriptive of your page topic. But so would other phrases like “easy recipe” or even just “empanada recipes.” This is why keyword research is essential before writing titles and headings.
Some additional items to remember when constructing SEO optimized titles and headings include:
- Keep your titles short. Google will typically pick up the first 50-60 characters of the title to display their results, so you want your essential keywords within that range. The shorter your titles are, the more words Google will pick up and index for ranking purposes.
- Try putting the main keyword further up in the text.
- Optimize titles using multiple keywords.
- Use a unique phrase or keyword in the title and description of your web page to avoid keyword cannibalization by other pages.
The next thing we’ll look at is keyword research – using tools like Google searches and Google Trends will help give us ideas for blog posts or articles that we could include our chosen keywords in the title and some other related keywords.
Some of the most common ways to research your keywords include:
The three most important elements on any webpage are its title tag, meta description, and header tags (H-tags). These areas all need SEO optimization if you plan on having Google rank your webpage. Keywords should be placed at an ideal location within H-tags (within 40 characters), but you don’t want them to appear spam either by overstuffing them throughout page copy.
Include keywords in the first sentence of your blog post text or titles to help with SEO rankings. You can also include these words near the beginning of your headings for similar results.
Google loves fresh content, so it’s a good idea to write new articles regularly and update old ones from time to time as well – just not too often!
Build a Landing Page
Your ad or other content should be able to take your prospects somewhere. For example, you want to send them to a landing page.
A landing page should encourage visitors to proceed with their journey. Whether downloading a free eBook or watching an instructional video, you need a solid call to action here that informs them exactly what they must do.
Users must see a standalone web page that promises to help them answer their question when someone clicks through to your website from:
- An email
- Another digital source,
Landing pages are designed to collect data from contacts in exchange for something of value, such as a discount code or business-to-business (B2B) insights in the form of a white paper.
Landing pages are distinct from other web pages in that they don’t appear in a website’s evergreen navigation. Instead, they have a clear goal and function during an advertising campaign for a specific audience.
Building a Landing Page that Converts
To build a landing page that converts, ensure that all aspects of your potential conversions relate directly to this audience and their:
The best way to communicate this information is to make it concise and appealing. Think about what words would convince someone who has no idea how your product or service can help them.
To create something compelling for visitors, use these elements:
- Text boxes, and
- Bullet points highlighting important key features
- One call-to-action button takes them through to further pages, where they have all the options available for purchase.
Do not forget to include keywords but make it easy for people to see what products you can offer them. This content should be written in a voice tone based on who you want to appeal to.
Include a Strong Call to Action
A call to action is a must-have for any landing page. They give the user a clear idea of what they should do next and why it is beneficial. An excellent way to increase conversions on your website is by adding an email submission form, which leads users straight into the sales funnel.
A call to action is any question or demand you make of a user on the site. A call to action may be a final statement in a blog post or a website button. Here are some call to action examples you might typically see on a blog:
- Read more articles
- Sign up for a newsletter
- Support this sponsor
- Share on social media
For a B2B company, call to action buttons could feature text such as:
- Get started
- Sign up
- Free Trial
- Contact Sales
For example, one of the most popular CTA’s is “Get Started” on a homepage, so visitors know exactly what they are doing when they submit their information. Submitting through the form will enable them to try out a digital marketing service or product.
This allows customers who might be unsure whether you’re the best fit for their needs. In addition, it allows them to test the waters before committing anything else (like time).
Do A/B Testing
A/B testing (or split testing) is a method for boosting the number of visitors to your website who become customers. If you’re having trouble deciding between two potential headlines for your page, an A/B split test may help.
You create two alternative versions of your page (page A and page B), each with a distinct headline. The software sends half the traffic to page A and the other half to page B. Both pages have a call to action, and at the end, you evaluate how many individuals responded. The page with the most conversions wins.
For example, if you have a special offer, you can run an A/B test to see which headline is more effective. You may want to conduct a test on your website’s blog posts, pages, and product descriptions too.
Some of the most common conversions that marketers look for are newsletter signups or email subscriptions. Still, conversions also include:
- Downloads of PDFs or eBooks
- Requests for proposals from sales teams
- Calls placed to phone numbers on landing pages!
If something happens after someone arrives at your site, whether sharing information with their friends via social media or completing a purchase, it counts as a conversion. Your A/B test will serve as a tool that gives you the best option for converting customers on your site.
Use Google Analytics
Use Google Analytics or another analytics tool to know what is working. Google Analytics will tell you what page people are coming from, how long they spend on the site, and which pages they visit. You can use this information to write future blog posts that address problems or questions you think your audience may have.
How to Set up Google Analytics
To use Google Analytics, you’ll need to set up an account and connect it to your site. This will give you the opportunity to see how your site is performing. To set up a Google Analytics account:
- Go to the Google Analytics site and select the Analytics option from your AdWords account’s drop-down menu.
- If you don’t already use Google Analytics, follow the steps to create a new account. If you already have an account, choose “I already have a Google Analytics account.”
- Select your website’s URL from the drop-down menu. Make sure to pick http:// or https:// from the drop-down list. In the Account Name field, type an account name and then click Continue.
- After you’ve entered your information, click Continue to add contact information.
Read the Google Analytics Terms of Service before continuing. Select Yes if you agree to these terms and then Create a New Account to continue if completed successfully.
How to Track conversions with Google Analytics
Once your account is set up, you can begin tracking the conversions on your website. To track your conversions with Google Analytics:
- Click the Analytics button within your AdWords account to access your Google Analytics profile.
- Locate the profile for which you wish to create a goal and click Edit.
- Enter the goal URL. When you reach this page, it indicates a successful conversion—for example, a registration confirmation page, a “checkout completed” page or a “thank-you” page.
- Set the goal’s name as you’d like it to appear in your Google Analytics account.
- Select whether or not Google Analytics should track this conversion goal at this time. The most common Active Goal option is On.
After you’ve set up your goals in Google Analytics, navigate to the Goals & Actions section. Select Edit Goals from the drop-down menu after clicking Save Changes at the bottom of the screen. You may also define steps that lead to site goals (such as a purchase) being completed.
Count how many people follow these instructions and where you’re losing customers along the way. A funnel is a term used to describe this data visualization in Google Analytics reports. You can set up multiple objectives for each profile and create funnels for each one. Data will begin to appear in reports in Google Analytics once your goal has been activated.
Set Up a Sales Funnel
A sales funnel is a marketing term for the path that potential customers take on their way to purchase. A sales funnel has several stages, usually known as the top, middle, and bottom of the funnel, although these steps may vary based on a company’s sales strategy.
A sales funnel is a process that a consumer goes through from the time they first contact your brand to becoming a customer and beyond. On your website, a sales funnel may look like this:
- On your site, you convince visitors to subscribe to an email list as the first step of a sales funnel.
- From there, they may opt-in for more information such as eBooks and material that will ultimately help them with their goal (whether it’s learning how to start yoga or finding new ways to improve conversions).
The conversion part of the sales funnel is about moving people from one stage to another – whether buying a product, signing up for a free trial, or even just subscribing to an email list so future content can be sent directly to them.
This could be compared to how a path leads someone through different destinations and eventually their final goal (i.e., getting fit).
Each step along that path has its signpost letting the person know that they’re going in the right direction toward achieving their goal; however, this doesn’t mean any one thing will work for everyone.
How to Set Up a Sales Funnel
The first step of setting up your sales funnel is identifying the conversions you want. Identify each conversion point in advance so there will be no confusion at any stage about what needs to happen next or if a significant action has been overlooked.
You can always create separate funnels for different stages depending on how many conversions you expect per lead; however, this reduces flexibility. It doesn’t allow you to track all conversions through one channel unless they’re treated as separate funnels.
A good strategy is to create a single conversion funnel that starts with the exciting traffic coming from search engines and social media. Then, it passes through all conversions until it reaches paying customers at the end of the process.
This way, you can track conversions using just one source (usually Google Analytics or another tracking platform) instead of having multiple sources, each telling their own story about what’s happening along the conversion path.
Create an Email Drip Campaign
Email Campaigns are the most effective digital marketing tool because they can be automated. It is efficient and simple to schedule emails without having to think about it constantly. Many websites or applications are available online, such as Mailchimp, which offers templates of emails ready to go out each week.
To create an email drip campaign, you must first define the goals of your email campaign. For example, if one goal is conversions, then create an automated series that shows off your product and directs to a landing page for conversions.
To begin creating emails using a service like Mailchimp:
- Click on “Lists” at the top right corner, then select “Email Campaigns.”
- Then fill in the information, including:
- The subject line
- When you would like emails sent out weekly/monthly
- Who they are being sent to (based on which list)
- What time frame each should be sent throughout this period (e.g., send every Monday morning); and
- Any special instructions or disclaimers before sending.
- You can also link different lists together so that contacts on one list will automatically be added to another.
To do this, select the “Lists” tab and choose which contact lists you would like to link together under “Link Contacts Together.”
It’s also possible to schedule when each should be sent out (e.g., send every Monday morning) during the week/month at a specific time frame by selecting “Schedule Campaign” instead of saving draft, but make sure it is set up before you want it delivered! This way, there are no mistakes in your email campaign.
Give Discounts and Sales
With so much competition, the market has become oversaturated with promotional discounts. Online customers are used to receiving special offers and sales. Everyone expects to be offered reductions and incentives, and it can be a great way to convert.
Fear of missing out continues to be a strong incentive for impulse purchases. Some aspects of customers will always feel that they are going to miss out on something fantastic when you announce a sale or a limited-time offer.
Start off with discounts and prize draws, then think about organizing contests and giving away freebies. All these activities are more than simply ways to boost revenue; they’re also newsbreaks that may be utilized in advertising.
There are more solutions to conversions than giving discounts and sales. You can also:
- Work on your site’s user experience
- Improve conversions with A/B tests
- Remarketing ads
- Social media marketing
Make sure that you’re doing all these things in addition to offering incredible deals; no one will spend money if they aren’t able to find what they need at an affordable price!
Tiered-Value Offerings Capture All Buying Stages
When potential consumers visit your website, not all of them are sales-ready. To get the most bang for your buck, create content that reflects various levels of interest.
If your clients are businesses that need a great deal of education before diving into your solution, you might desire to utilize a course or e-Book for these clients at a specific tiered price.
If some of your clients are more interested in a quick fix, consider putting together an article demonstrating how to solve their most urgent problems for free or a smaller eBook for a lesser price. Again, the important part of building a tiered value offering is to know what your audience desires.
A Simple Process for Offering Tiered Value
Tiered pricing is a form of price differentiation in which you give your consumers different ways to buy your product or service. The value of each separate “package” is increased, and the price rises with each successive package.
To offer a tier-valued product.
- Link your pricing measure to your value measurement.
- Define the responsibilities of each level (invite people in, increase revenue or operating profit, establish a high recommendation price)
- Develop buyer personas for each level.
This practice is an excellent way for you to capture conversions at all stages of the buying cycle. By doing this, you can increase conversions and make sure every customer is satisfied with their experience on your site.
Tiered-value offerings are an excellent way for businesses to obtain conversions no matter what stage of the customer journey they’re in!
Check Your Bounce Rate
When you have a high bounce rate, it isn’t suitable for conversions. A bounce rate is a percentage of visitors who arrive at a specific page and then leave without clicking another link. If you have a high bounce rate, it means people aren’t engaging with your website or content as much as they should be. There are lots of reasons why this might happen:
- The speed at which your site loads could lead to users leaving before anything has loaded properly
- Conversions may not be laid out for them, meaning that there’s no clear ‘next step’ available after arriving on one particular page.
- If several pages look very similar but subtly different from each other, users won’t know where to go next
To improve your bounce rate:
- Be sure that all of the information is accurate, error-free, and up to date – Include images in posts as well as videos if appropriate
- Have an easy way for users to contact you from each page – Make use of social media sites like Facebook or Instagram if those are better avenues than other means (phone number or email)
- If possible, allow web forms to save their progress, so they don’t lose anything when navigating off the website
By following these simple steps, even non-tech savvy entrepreneurs can keep their customers satisfied with conversions and conversions!
From figuring out where your CTAs are to adding social media sharing buttons– these tips will help lead visitors towards the conversion point of your site or ad campaign.
To get conversions from clicks, you need to make it very clear what the next step is that they are supposed to take. This can be done in a few different ways depending on your business model and audience.
However, one of the most effective methods for getting clicks is through A/B testing with two versions of site layouts or landing pages where only one has the CTA button prominently displayed.
For more check out the BSF Blog.