No matter how great your product or service is, you will not be successful if you can’t get people to buy it.
Luckily, you can use several techniques to boost your conversion rates and increase sales.
This blog post will cover some of the most advanced methods. If you want to take your business to the next level, read on!
Table of contents
1. Optimize for Mobile or Die
In 2015, there were 3.65 billion unique global mobile users.
That’s a lot of people.
Considering how fast mobile technology is advancing, that number is only going to grow. And yet, a lot of businesses still don’t have mobile-optimized websites or apps.
Some businesses don’t even have websites at all! If you want to stay ahead of the competition, you need to optimize your site for mobile devices.
Make sure your website is responsive and loads quickly on mobile devices. If you have an app, make sure it’s user-friendly and runs smoothly.
Here’s a two-step process that works:
Step 1: Develop a strategy
Like anything in marketing, you need to develop a plan before you start doing anything else.
Without a strategy, you won’t have a clear direction to follow; therefore, you’ll be more likely to lose focus and won’t get good results.
Remember, marketing is like a war, and when you don’t have a strategy, you will likely lose the battle.
How to develop a strategy? You ask.
Here’s how:
- Set clear goals. What do you want to accomplish? How will you accomplish it? What’s your hypothesis? How would those changes impact your bottom line? By answering this kind of question, you’ll be able to get a clear vision of where you’re going.
- Perform audience research. The more you understand how your prospective customer thinks, the easier it will be for you to figure out what changes your website needs to increase conversions.
- Use competitive intelligence. Start analyzing what your competitors are doing and modeling that in your business.
Note: Remember that sometimes what works for your competitors won’t work for you, so avoid copying exactly what they’re doing. Instead, use that information to develop tactics and strategies to improve your conversion funnel.
Related reading; Steps to build a digital marketing strategy
Step 2: Ongoing optimization
One of the biggest mistakes people make when applying CRO (Conversion Rate Optimization) is not implementing continuous optimization.
They just test some variations of their sites, and once they get some improvement, they stop.
You need to be smarter than that.
It’s much better to test regularly and optimize your site. This way, you can grow much faster.
2. Use “Click-to-Call” to Get Rid of Your Landing Pages
According to Larry Kim, a call to a business is worth +3x more than just a click to their website.
Here’s where the Call Extension from Google Ads comes in very handy. This extension allows people to call you directly from a search result when searching for a keyword you’re bidding on.
For instance, if you’re advertising a pet clinic, and a person searches in Google for that particular keyword, your ad will appear with a phone icon on the right, so people can click on it and call you immediately without having to get through a landing page.
The best part is that Google will track all the calls made from your ads, so you’ll be able to see exactly how many leads you’re getting and at what cost per lead.
Instead of using a (costly) call center to follow up on your leads, you can use automatic call distributors or interactive voice response systems so people can get in touch without talking to a real person.
Some other benefits of using “Click-to-Call” are:
- You can track the number of calls you receive from your ad campaigns;
- You can use call recording to improve your customer service;
- You can use caller ID to screen calls and weed out time-wasters;
- You can use call forwarding to route calls to the appropriate salesperson or customer service representative;
- You can set up call groups to distribute calls evenly among your sales team.
Click-to-call is essential for any business that wants to generate more leads and sales from its online advertising campaigns. You’re missing out on many potential businesses if you’re not using click-to-call.
3. Use Remarketing to Get More For Less
On average, businesses manage to convert less than 1% of their visitors. It means that 99% of people leave their website without buying anything.
Worst yet: You’re probably one of those businesses.
So, what’s the solution? You ask.
The answer is Remarketing.
Remarketing is a form of online advertising that allows you to show ads to people who have visited your website but didn’t convert.
It’s a highly effective way to increase your conversion rate because you can show your ads to people who are already interested in what you have to offer.
You might think this is creepy, but remarketing can boost ad response.
For instance, if a person abandons your landing page without entering their contact information, you could “follow” that person around the web until they finally decide to do it.
This could entice that person to complete the purchase.
And although remarketing is very simple, there are some things you need to master to get the most out of it.
Dynamic Remarketing
Dynamic Remarketing allows you to show previous visitors the products they’ve already seen on your site.
RLSA (Remarketing Lists for Search Advertising)
RLSA allows you to display ads to visitors who have previously visited your site, based on criteria like user behavior, search query, demographics, and other data.
When used properly, RLSA can be extremely useful.
Start with LinkedIn and Retarget on AdWords
As you probably know, LinkedIn Ads allows you to segment your campaigns in a very precise way.
Well, you can use LinkedIn features to start building your remarketing list, and then, once you have a list in place, you can retarget on Google Adwords.
By taking this approach, you’ll get a very targeted remarketing list, and, therefore, your conversions can increase.
4. Leverage The Legitimacy of Other Sites to Increase Yours
88% of consumers trust online reviews as much as personal recommendations.
Also, 90 out of 100 people say they decide whether to buy a product based on what online reviews say.
So it’s no wonder that one of the first questions businesses ask when they start working with a new lead generation agency is, “How will you get me more online reviews?”
Getting online reviews should be a priority for any business.
The problem is this:
When you’re new, you don’t have any reviews. And when you don’t have any reviews, you don’t have any legitimacy, right?
Well, not quite…
There are a few ways you can overcome the “no reviews” hurdle and start generating leads immediately.
One way is to use the credibility of other sites to your advantage.
For instance, if you’re a B2B company, you can list your business on directories and review sites specific to your industry.
Some popular B2B directories and review sites include:
- G2
- Capterra
- TrustRadius
These platforms help buyers find the best software and service providers for their needs.
By listing your business on these platforms, you’ll be able to take advantage of their credibility and reach a wider audience of potential customers.
Another way to use the credibility of other sites is to guest blog on popular industry sites.
This will allow you to showcase your expertise and build relationships with site owners and readers.
It will also help you get your name and business in front of a new audience.
Some other ideas might include:
- Amazon. If you’re selling a physical product that’s already on Amazon, you can borrow the reviews people have left. Just make sure to ask the user who left the review for permission.
- Social Media. Sometimes, people don’t leave a comment on your website, but they do it on social media. You can use those testimonials, too; they work pretty well.
- Ask for them. It sounds pretty basic, but it’s one of the most effective ways to get testimonials. Just ask your customers if they’d like to give you a testimonial. Not all of them want to do it, but I’m sure you’ll get at least some reviews. It’s a great place to start.
5. Email Marketing Personalization
One of the best ways to generate leads is through email marketing.
Email marketing lets you stay in touch with your customers and prospects and build relationships with them over time.
It’s also a great way to promote your products and services and generate leads and sales.
However, email marketing only works if you do it right.
And one of the best ways to do it right is to personalize your emails. Some of the best ways to personalize your emails include:
- Using the recipient’s name in the subject line
- Using the recipient’s name in the email body
- Using the recipient’s company name in the email body
- Including a personal message in the email signature
You can also research the companies you’re emailing and include information that would be relevant to them.
For example, if you’re emailing a company in the healthcare industry, you could include information about your experience working with other healthcare companies.
Or, you might find that your prospect has just been promoted to a new position. If that’s the case, you could congratulate them and mention how your product or service can help them in their new role.
Personalizing your emails will show your prospects that you’re interested in them and understand their needs.
It will also make your emails more likely to be opened and read, which is the first step in generating leads.
Email marketing is a great way to generate leads, but only if you do it right.
Conclusion
Generating leads can be challenging, but it’s not impossible.
Using the tips and tactics in this guide, you’ll be able to generate leads on demand and keep your pipeline full.
Ultimately, generating leads is about understanding your audience.
Tactics and strategies might come and go, but if you understand your audience and what they need, you’ll always be able to generate leads.