9 tips to increase your online conversion in 2020 – WAU
To increase online conversion in 2020, it is necessary to invest in strategies that produce unique experiences, automate actions and promote omnichannel.
If any manager is asked if he would like to increase his company’s online conversion, the obvious and absolute answer would be: yes, even if it required some adjustments in his productive capacity.
Ultimately, sales are those that will guarantee that the investments made will be paid off and the profit determined, right?
In the online environment, the relationship between costs and returns is often much more advantageous than other channels. This fact, by the way, can be easily confirmed with the results of the Content Trends 2019 survey:
- 83.4% focus their marketing strategies on their online channels in order to generate leads;
- 68.1% respondent companies claim to target their content marketing strategy to make sales;
- 63.8% use the conversion rate as one of their indicators of success;
That is, for companies that are starting to do their strategic planning for 2020, defining which actions to take in the online environment, to increase conversions, is essential for success.
Thinking about that moment, we made a collection of best practices and marketing trends for the online environment that will certainly bring good conversion results for your company.
Continue with us and learn how to increase the online conversion of your business!
1. Customize the way you communicate with your customer
This is an old tip, but with a strategic redesign to conquer those leads that were not initially converted.
The idea is to approach, in a personalized way, potential customers who have not closed the deal in the past for some reason and make a new attempt, focusing more objectively on their demands that have not yet been met.
Sounds familiar? If you know Dean Jackson’s strategy, which uses a nominal nine-word email, that’s right.
The idea is to renew contact, make the relationship reactivated, and, incredible as it may seem, this simplicity, which almost seems like a carelessness, will draw more attention from your lead than an email with a structured title.
If you receive a response, ensure that your initial approach really had a personalized character and mention that during that time you thought of ways to find the perfect product or service for the lead, and then move forward with the decision making process.
2. Use creative call to actions
Companies and brands need to reinvent themselves to remain competitive, to align their products and services according to the new needs and preferences of customers.
But, if this crucial part of the business changes, the way to interact with the customer also needs to change, right?
This is particularly true, as calls for interaction that are widely used end up disinterested in the public and also penalize the content in relation to social network algorithms, as is the case of Facebook.
Call to actions that ask for likes, shares and for your channels to be followed, for example, make your content less relevant to Facebook’s algorithms.
It is clear that a good prominence in the interaction channels makes a difference, but the truth is that the most important thing, really, is to engage your lead with CTA and get them to take action, right?
Bet on creativity, use mental triggers or choose a unique hashtag for your brand and suggest that your leads use it to write reviews. A checklist that can be followed to create your CTA is:
- make sure he is guiding which action the lead needs to take;
- create a sense of urgency for the lead’s reaction;
- use visual elements, if language allows, from custom buttons to emojis;
- create persuasive text;
- ensure that the action is simple to perform, offering the link to download content or to speak to the company’s consultant;
3. Invest in automation
If your company wants to convert more, it needs to generate a greater volume of business opportunities. This is what we mentioned in the introduction of this content, that is, in some cases, it is necessary to make investments to also sell more.
Invest in solutions marketing automation is a good option, as they expand your ability to approach and support the maintenance of regular contacts, without, however, making interactions very impersonal.
Here, there are two caveats: this is a very efficient strategy, but it is essential to do your planning so that it brings the expected results.
The second point is that the public, in general, is increasingly aware of what human interaction is and what it is not.
Your company does not need to hide this characteristic, after all, innovation is embraced by many. However, it is essential that the approaches are as personalized and relevant as possible.
Another important tip is to ensure that, in all content sent automatically, it has a button or link that allows the lead to speak directly with a representative of the company, either to ask questions or to make your purchase.
4. Bet on creativity to make irresistible landing pages
Mentioning the basics, every landing page needs to have a well-defined purpose – fact – but believe me, the company doesn’t always define this clearly and generates thousands of landing pages to capture new emails and contacts from potential customers.
However, each landing page offers a solution, a content. Those who download an ebook on marketing tools, may not have the same interest as those who entered their email to understand how to set up a chatbot for social networks.
That is, it is not possible to launch thousands of landing pages and then put all the emails collected in the same segmentation. This is not productive.
With that idea in mind, and defining how the generated contacts will be segmented and worked on, the next step is to surprise.
Here are some tips to put this into practice.
4.1 Look great
Colors and their combinations can stimulate the lead in different ways, as well as the distribution of the content on the page, images, the font and the font size used.
It is very important to explore these elements in a creative and engaging way, but, of course, respecting the brand identity.
4.2 Use and abuse A / B tests
To increase conversion, you need to use the format that attracts you the most, right? Nothing better than using A / B tests to identify the one that brings the most returns and attracting new leads.
The secret of the A / B test is to change only one variable between the first and second models. Determine the time when the two versions will be evaluated as well, after all, part of your traffic will receive a less attractive version.
4.3 Pay attention to the user experience
A landing page must be responsive, it can use anchors that facilitate navigation in the content, it must have objective and simple content to be consumed.
In the form to obtain the offered content, objectivity must also be present. Ask only what is necessary, and in the questions that identify human activity, facilitate the answer. Nothing complicated to discourage your lead, okay?
4.4 Prize for the title
Use a headline that catches the lead’s attention and makes a promise to the content that makes a connection between a company’s differentiator and a potential customer’s need.
On the Evernote app landing page, the title mentions two valuable differentiators for potential users: the possibility of having your notes organized and the ease that the app offers to do this.
5. Consider cost per conversation when comparing channels
Another important point to increase online conversion in 2020 is knowing which channels to invest in boosting and advertising.
For an efficient Content Marketing strategy, investing in sponsored ads from social networks and search engines is very important.
But instead of comparing the indicators that demonstrate your cost per conversion, evaluate how much it was necessary to invest to start a relationship with the potential customer. This will help in making the right decision.
It is known, for example, that ads on LinkedIn tend to be more expensive than on Facebook, but if we consider that the volume of opportunities generated is more satisfactory, then the investment is diluted and becomes more advantageous.
6. Search for solutions within your commercial teams
To innovate, it is often necessary to look for other sources and perspectives for your commercial dilemmas. In this sense, nothing better than talking to those on the cutting edge and directly connected with your potential customer to find out what is missing and can be improved.
So, consider involving your sales and marketing team to customize strategies, and, if necessary, let trusted professionals lead projects and changes in the approach to the customer.
It is the so-called situational leadership that places the responsibility for important projects on experienced, innovative professionals capable of bringing the ideal solution.
In other words, delegate the need to achieve results, not the tasks necessary to reach them.
7. Work on your segmentation like never before
You can already see that personalization is everything, but in some situations, you can’t send a nine-word email to each customer. This would be laborious and counterproductive, as it would increase sales costs.
Thus, it is necessary to combine automation, personalization and intelligence. Using data analysis, you can create more accurate lead segmentations, ensuring that the marketing and sales teams can work with each of them in a unique and differentiated way.
The so-called vendarketing – joining the sales and marketing team – is very efficient in this sense, as it provides a unique experience since the beginning of interactions.
In this way, more data is collected about potential customers, ensuring better qualification of their propensities to purchase, and, of course, personalization of sales approaches. The result, of course, is increased conversion and reduced commercial costs.
8. Invest in Content Marketing to strengthen your differentials
Content Marketing aimed at the virtual environment has the power to influence its different channels, serve as support for commercial actions of physical stores, strengthen the company’s image and create a connection with its audience.
That is, it is indispensable for companies that want to increase their online conversions, because leads the nutrition and makes them advance in the sales funnel.
If it is not the main activity of your business, it is possible to outsource content production and marketing strategy, for example. The management of social media can also be managed by a specialized and external team.
9. Integrate your marketing strategies to increase online conversion
Every marketing action and interaction channels must be connected. This strengthens the brand and allows the company to create much more relevant contact and sales experiences for its customers.
The omnichannel factor is essential for companies that operate in the online environment, as it allows their main differential, the fact of being able to relate to the customer anywhere, to be enhanced with the use of social networks, applications, e-commerce and others. tools of the digital world.
It is possible to see that the good practices to increase online conversion in 2020 permeate between omnichannel, automation and personalization of interactions.
Investing in actions that connect your channels, for example, ensures that your company focuses most of its attention. Automation, in turn, allows you to maintain an interesting and low cost volume of interactions to direct the lead to conversion.
As the relevant relationships and experiences are still the most important, personalizing contacts and making customers feel unique is also crucial.
E-mail marketing is one of the tools that add all these values and still figures, strongly, as one of the main solutions to increase online conversion. So, do you want to know how to structure and optimize this strategy?
Download our free guide to improve your email marketing conversion now, for free.