Running an online business is a balancing act. In order to extract the most benefit, you must balance your marketing and advertising activities perfectly. For many, getting people on site is relatively simple, but getting them to convert and become customers is a different story. According to WordStream, the average landing page conversion rate of clicks to purchases was 2.35%. How can you reach and exceed this baseline?
Keep your site design nice and simple
By ensuring the design of your website is straightforward, easy to use, navigate, and interact with, you will provide a better user experience (UX). With better UX, you don’t just provide an easy and enjoyable surf for your prospective customers but channel their actions towards converting – whether that’s buying a product, signing up for a service, or getting in touch with one of your members of staff.
Focus on SEO
If you sell through the internet, chances are you need to invest in search engine optimisation, so your site appears on search engine result pages like Google.
This involves performing keyword research so you know which search terms you should include in your website content, and using tools like Google’s PageSpeed Insights to understand the technical aspects of your site that are harming its SEO performance. By optimising your site, your visitors will be a much better fit for your services, increasing conversions in kind.
Invest in paid
To get an immediate traffic boost, paid advertising can be an excellent investment. That said, there is an art to it, as a poor approach will result in no traffic, or worthless traffic from the wrong type of customer. Instead, it can be a good idea to work with an agency who specialises in paid media. They will build a strategy that attracts the right type of site visitor and encourages them to become customers.
Work with influencers
Working with nano- and micro-influencers (those with sub-2,000 followers)allows you to market with customised content that attracts customers across all stages of the purchase funnel. With these smaller-time influencers, you can create dozens of ad permutations designed for your specific customer groups – and all for a much lower price than working with well-known influencers.
A/B testing involves experimenting with multiple versions of a page, page element, or any other variable. Also called split testing, customers on the site are shown the different variables, and the resulting data can be used to work out which approach is the most effective. This can be very useful when optimizing conversions on your site.