You can break down every single aspect of your marketing campaign to one end goal: Conversions.
Conversions might mean that more people are actually clicking on that “buy” button, or it might mean that more people are subscribing to your email list or making an appointment to learn more about your services.
Your marketing campaign might get you more exposure, but it might not lead to people actually taking action. Or your marketing campaign might be clever or creative, but it might not actually help you meet your goals.
You need to look at how well your marketing campaign is increasing conversions to make sure you are getting a good ROI. Here are a few conversion optimization tips that will get you the results you need:
Choose Actionable Keywords
One way to ensure that you reach customers who are ready to buy is to choose actionable keywords.
For example, if you sell jewelry, you might choose keywords like “diamond ring” or “sapphire pendant.” However, people searching for these terms might be looking for all kinds of information, such as how to clean these items or how to have them appraised.
To ensure that you are finding customers who are ready to buy, you could choose keywords like “size 6 diamond ring” or “1 carat sapphire pendant.” Customers looking to purchase are more likely to put in these kinds of specifics.
Usually, adding any version of “sale” or “discount” to a keyword can make it actionable. However, the more specific you can get, the better.
These keywords often have less search volume, so many marketers overlook them. Yet they also reach customers who are more willing to buy, so they convert at higher numbers.
Provide What Customers Need
The reason that so many sites have a high bounce rate is that visitors realize very quickly that the page does not offer what they actually need.
The title might have seemed promising, but once visitors get a look at the page, they realize that they have wasted their time and they leave immediately.
Not only do you lose those customers, but you also lose potential future customers who actually want what you are offering because your high bounce rate has caused your page to sink in search results. The customers you want may never see your page in search.
Make sure that your content is closely aligned with the title of your page and the keywords you use. Don’t just throw in related keywords because you think they will get you more search volume. Focus on delivering real value and your search volume will come naturally.
Focus on the User
The impulse for most marketers is to talk up the product and how great it is. But what they should be doing is talking about the user and how the product meets a need or solves a problem.
Many refer to this as focusing on the benefits rather than the features. In other words, don’t tell people what the product has but rather what it can do for them.
Make One Offer at a Time
Don’t compete with yourself. Stick to only one offer per page, and you will get more conversions.
By offering more than one product, service or promotion per page, you are diluting your user’s focus and potentially creating confusion. Instead, you need to make your message clear and design every element around one offer.
The exception is for shop pages that include multiple product thumbnails. However, all your landing pages need to be focused on one product or special offer.
Make Your Pages Browser Compatible
Your customers have more ways to access your information than ever before.
Every device or browser they use can make your page appear differently. Those differences can dilute the impact for which you carefully chose your design, and you can lose conversions.
You must make your site and all your pages compatible with different browsers and different devices. In some cases, that may mean getting a responsive design. But for some cases, you may need to develop a dedicated site. For example, depending on the elements on the page, you may need to develop a dedicated mobile site or app.
Reaching the right customers is critical to getting more conversions, and these tips can help you reach those customers. Using the right tools can also help, such as In-tag from CodeFuel. This solution relies on user-intent signals to deliver the right content and ads to the right customers at the right time. You can use the platform as either a publisher or an advertiser, depending on what your goals are.
We have several other tools that can help you get more from your content marketing and your advertising. These tools use an algorithm that matches customers and needs for the best results and the highest number of conversions.