You've applied all your skills to converting customers. You've optimized your site, created a social presence, paid for clicks and A/B tested your banner ads, but your increased exposure isn't paying off in increased sales the way you'd hoped. What more can you do to convert site visitors into customers? Let's take a look.
Is Your Website Up to Par?
When it comes to your website, simpler is better, especially for mobile users. Your page design will affect how your visitors convert, and A/B testing is a good way to learn which images, colors, product information and calls-to-action (CTA) are working. But don't forget your copy: words have tremendous power in the sales funnel, so adding certain words to your copy — such as "fun," "exciting," "guaranteed" or "proven" — will go a long way toward convincing visitors to convert.
Pew reports that 58 percent of Americans use smartphones, and 63 percent use them to go online. This means that around half of your visitors are using a mobile device, so it's best to avoid Flash content, bloated images and complex navigation. A responsive design website is the way to go - use a fluid layout that's responsive to your user's screen size, and put important content above the fold to save your customer the headache of hunting around for a conversion link.
Are You Search Engine Friendly?
The beauty of search engine marketing (SEM) is that it reaches people who are closer to making a purchase. If someone searches for your product or service, it means they know what they want and are narrowing down their brand options. Your job is to ensure that your business is seen in those search engine results so that you come across as confident, trustworthy and credible. It's crucial that you have a highly relevant domain name, focused keywords and specific headlines, titles and meta tags. You can use tools such as Google Analytics to help you test out the best choice of keywords. In addition, pay-per-click (PPC) or sponsored keyword-driven listings are a time-honored way of coming up on top and driving traffic to your site.
Are You Geo-Aware?
Geo-fencing and geo-conquesting with proximity-based ads should be key elements in your conversion strategy. These techniques are ultimately designed to drive potential customers to your nearest store. With built-in GPS chips, you know not only who your potential customer is, but where they are and when. Combining this with geo-fencing — establishing a predefined geographic region, for example, five miles around your store — will enhance the effect. When potential customers enter the region, an action is triggered on the smartphone, such as a targeted mobile display ad with a promotion tailored to your customers' preferences and location.
Are You Retargeting Consumers?
According to Business Insider, an estimated $4 trillion will be abandoned in shopping carts this year. If you've optimized your site, used intuitive and responsive design, and engaged in geo-targeting, but your visitor still hasn't converted, you'll need to adopt a good retargeting strategy.
If someone has visited your site and added a product to their cart, they are a prime candidate for conversion. Your goal is to now serve up ads in other places they visit on the Internet, such as Facebook, Weather.com or ESPN.com. In other words, you want to make sure you provide constant, subtle reminders that you haven't forgotten them and that they might want to pop back in. If they filled out a form and you have their email, remember to send them relevant products, offers and information (such as relevant blog entries) as well that will speak to their interest and may entice them back for a second visit.
Ultimately, when it comes to converting consumers into customers, you need to adopt a multipronged approach that will make your visitor's experience smooth, engaging and informative. Just make sure you find the right balance of message frequency and type, so customers see you as a credible, competitive brand that understands their needs in a timely and relevant way.
