Getting lots of traffic to your website is great, but how beneficial is the traffic if your leads aren’t converting to customers? Conversion rate optimization (CRO) focuses on how businesses can create more positive impressions on their prospective customers and increase conversions. Of course, like other marketing tactics, you must adjust your conversion rate optimization strategy as digital trends shift to accommodate optimal user experience. Below are some conversion rate optimization tips that businesses can utilize for more effective marketing and increased conversions.
For any business, especially e-commerce businesses, your conversion rate often comes down to site functionality. If users are brought to your site only to find the page loads slowly or it’s not optimized for mobile devices, they’re going to leave your site and probably won’t give your business a second thought. In other words, first impressions are everything when it comes to your website and its role in increasing conversions. It’s been said that your website is your virtual storefront, and as with any storefront, maintenance is required to keep it eye-catching and draw in customers. The same is true for your website. Most consumers make online purchases and research businesses on the internet because they don’t have time to go store-to-store comparing and searching for products or services. Therefore, your website needs to be designed to provide convenient and hassle-free browsing for busy, multi-tasking consumers. Properly maintaining your site, such as improving your site speed, optimizing it for mobile devices and making sure it’s easy to navigate are all key to keeping users on your site while encouraging them to make a purchase.
Customize User Experience
It’s no secret that the most successful interactions between consumers and brands are ones that are tailored to each individual. There are countless businesses fighting for your target audience’s attention, and what can set your business apart is how well you customize your messaging to each prospective customer’s needs. Everything from ad copy and social media content to email opt-ins and review management should be customized for each user. For example, where they are in the purchase cycle and geographical features can be used to boost conversions. This tactic allows consumers to see your brand as more trustworthy rather than a business that is solely focused on making a sale. This builds trust and creates a positive experience between prospective customers and your brand, which results in them more likely to purchase from your business over your competitors.
Take Advantage of Video
We previously talked about how video can be a versatile marketing tool, but it can also be a valuable asset for increasing conversions. Video has the ability to grab the attention of users and keep them engaged, which is more difficult to achieve with traditional content. That’s not to say that written copy is obsolete, because it continues to play a valuable role in search engine optimization (SEO) and other marketing strategies. However, supplementing your SEO and content marketing strategies with videos can not only boost your online visibility, but it can also provide an increase in conversions, as well. This is largely because video makes it easier for users to understand and retain the message you’re trying to get across. It also allows for a more entertaining approach when reaching and interacting with consumers, which can build trust and positive impressions, encouraging them to do business with you. Consider placing video on key pages of your website, such as your homepage and product or service pages, and also incorporate them into your social media efforts, as well. If you’re currently running or considering digital advertising campaigns, such as pay-per-click (PPC) or display advertising, using video on applicable landing pages or in your ads can be the key to increasing conversions and boosting your campaign’s return on investment (ROI).
Answer Questions Quickly
You’ve strategically designed your site to be intuitive, responsive and informative. However, there are bound to be users who have questions that may not be answered in the content on your website. On the other hand, prospective customers that are on your website may be short on time and want an answer to a question instantaneously, without having to scroll through numerous pages on your site. In many cases, if a prospective customer has a question that your business cannot answer, they will likely leave your site and find a business that provides them with the information they are looking for without needing to do too much research. To keep users on your site and increase the likelihood that they convert into customers, your business should be able to answer questions quickly and with a high degree of customer service. Putting a chat box on your website is one way to easily and quickly engage with prospective customers and provide answers and solutions immediately, before they leave your site.
The Importance of the Call to Action
The wording, design and placement of your call to action (CTA) is a crucial piece of the conversion rate optimization puzzle. In many instances, your CTA is the only clickable link on the page or in the ad, so it needs to stand out and provide a short and concise explanation of what the user can expect. Your CTA should be fewer than five words, use contrasting colors that make it stand out and be a standard format that users will recognize. Another factor that is important to consumers today is security. If you’re able to, provide your prospective customers with peace of mind by ensuring their privacy and security. This might be the reassurance they need to opt-in or continue through their buying journey.
Need More Conversion Rate Optimization Help?
Strategic Marketing is a full-service advertising and marketing agency with over 25 years of experience optimizing campaigns to increase conversions. Since we have both digital and traditional experience, we are able to provide inclusive support across all platforms and media channels to ensure your marketing efforts work in synergy with one another. This creates more memorable brand impressions which is beneficial for increasing conversions. Give us a call today at (561) 688-8155 to see how we can help you get more conversions.
South Florida is a densely-populated area, and with millions of users accessing the internet and searching for particular products or services any time of day, many local businesses can utilize online advertising to reach prospective customers. However, aside from the large consumer population, many businesses are faced with a substantial amount of competition, as well. The South Florida online advertising landscape can be especially competitive, but local businesses can still find success with various online advertising techniques, such as:
Whatever your business’s goals are, there are digital tactics that can help you reach your target audience, drive traffic to your site and increase conversions. Here are some tips on how you can get the most out of South Florida online advertising.
Accurate Audience Targeting
There is no shortage of consumers in South Florida. In fact, South Florida cities are among the fastest growing in the state according to a study by Florida International University’s Metropolitan Center. With much of Florida’s population residing in South Florida, it is easy for businesses to strive for quantity rather than quality when it comes to choosing their target audience. However, the key to increasing conversions and your return on investment (ROI) is to reach qualified leads with your ads. When you’re setting up your South Florida online advertising campaigns, take the time to identify your target audience and make sure you are segmenting the South Florida population appropriately. For example, businesses trying to reach millennials might have better luck in South Florida than those targeting retirees, as there are more millennials in South Florida than retired individuals. Gather consumer data from multiple sources to ensure your campaigns are including a comprehensive target audience, which can also indicate whether you need to adjust the geographical parameters of your advertising campaign.
More Creative Images and Videos
There is a lot of competition in South Florida, which means businesses must be creative and think outside the box to really stand out in the minds of consumers. You want your ads to elicit a positive reaction from users, making them intrigued and eager to find out more about your product or service. There are a number of techniques used by marketers to make ads stand out, from emotional appeal and humor to implementing discounts and utilizing specific color palettes in the ad. For instance, millennials are typically drawn to messaging that is more emotional and entertaining, giving brands leeway to be more creative and inventive with image and video use. On the other hand, if your target audience consists of the “snow-bird” population that South Florida is known for, you may find more success including discounts and specials within your ad display. Regardless of the technique, your online ads are the most effective when you’re targeting the right audience. Once you’ve identified key consumers, it is easier to determine the best way to get your message across, ultimately making your message resonate and increasing your ROI.
Show Your Emotional Side
When appealing to the emotional side of your prospective customers, don’t forget to show your brand’s emotional side, as well. Ultimately, consumers need to feel a connection with brands in order to trust them enough and make a purchase. Communicate what is important to your brand. This will make way for common ground between your business and your prospective customers that share similar beliefs, giving them the ability to open up and have respect for your brand as a whole. Of course, remember to steer clear of things that may spark controversy and fuel negative emotions and responses from your target audience.
Expert South Florida Online Advertising
Strategic Marketing has been a mainstay in South Florida for over 25 years, making us experts in the local consumer landscape and trends. We are a full-service advertising and marketing agency, offering both digital and traditional advertising tactics to South Florida businesses and beyond. We create comprehensive South Florida online advertising campaigns that give your local business a reputable and lasting impression among your target audience. To learn more about our services, visit our services page or contact us by calling (561) 688-8155.
Although video marketing can be considered its own separate campaign strategy, the process of video production can play an integral role in other marketing strategies you may already be employing. Whether it’s search engine optimization and content marketing, social media marketing, email marketing or any of the other marketing strategies out there, videos can be beneficial to your campaign and help to increase your return on investment. Here are some instances of how you could use videos in new and existing content:
- Product or service demos
- Training and how-to videos
- Customer testimonials
- Repurpose written blogs
- DIY and instructional videos
One of the most important marketing strategies for many businesses to utilize is search engine optimization (SEO). SEO can be a cost-effective way to boost your brand’s online visibility and get customers to find you when they’re searching the web. Video has consistently been a factor in SEO, but it will be even more essential in 2018. Recent studies have shown that Google is placing more emphasis on video content by increasing the number of videos that appear in search engine results pages (SERPs), on both mobile and desktop devices.
One way that Google shows video in the SERPs is through the video carousel that appears at the top of the page, which is most prevalent on mobile devices. Since Google is shifting to favor mobile-friendly content and websites over others, factoring video production into your SEO strategy could provide the extra boost in SEO you need to increase your organic ranking. Just remember to optimize your content and website pages to be mobile friendly.
Another tactic for establishing a dominant presence in the SERPs is to utilize rich snippets. Rich snippets are search results that show more information aside from just a title and description, such as an image or video thumbnail. According to Moz, rich snippets will have a significant impact on how search engines will rank results in 2018. Whenever possible, incorporate schema markup into the code on certain pages of your website that contain videos, and the more the better. This will tell search engines what your content means, allowing them to return more informative and visually-appealing search results to users. All in all, video production can provide a substantial increase in user engagement, page visits, site retention and be valuable to your overall SEO and content marketing strategy.
Grow Social Engagement
Your business should have a strong social media presence to connect with your target audience, and video production is a great way to increase engagement and generate more followers on your social platforms. Studies have shown that users are drawn to video more than other forms of content. When consumers are on social media, they expect to see more entertaining and personalized content, compared to more traditional marketing channels that speak to a wider audience. Because of their popularity, social media platforms are changing the way users consume video by making it a dominant feature within the landscape of many platforms.
Facebook and Instagram, for example, have a feature that enables you to stream live video while simultaneously interacting and chatting with other viewers. Utilizing this feature as a business allows you to seamlessly connect with your target audience and retain their attention, which can be difficult to accomplish in today’s fast-paced society. YouTube has also taken advantage of the live video feature and has redesigned its mobile app to be more accommodating to live streaming. There are also added features, such as location tags and live chat replay, that make it easier to connect with those in your community. Twitter, a social media platform often used for news-related content, drives engagement through the use of native videos. Informative video content, such as brand announcements, promotional messages and educational videos, are great for sharing on your company’s Twitter page and will engage more of your followers.
Whichever platform you choose to post video content to, remember to make it optimized for mobile viewing, as the majority of videos shared on social media are done so on mobile devices. This article from Inc.com provides valuable insight and a breakdown on the best ways to use video on each social media platform. Overall, utilizing video production in your social media marketing efforts can maximize your reach, increase your brand’s following and ultimately, provide a higher return on investment (ROI).
Why Video Production is important
Whatever type of marketing campaigns you are currently running, whether it’s SEO, social media marketing or content marketing, video production can help you win the attention of your target audience while increasing overall brand awareness and recognition. Incorporating videos into other marketing strategies, such as email marketing, can also have a positive impact on campaign performance and ROI. Producing quality videos for marketing purposes can help you reach more consumers and increase web traffic and conversions.
Strategic Marketing knows the importance of video marketing and production, and as a full-service advertising and marketing agency, we have the capabilities to make it work in synergy with existing marketing strategies. To learn more about how your business can benefit from video marketing and production, contact us today by calling (561) 688-8155.