All inbound and outbound marketing activities are pointless if you’re not generating conversions. Gaining traffic and leads is good, but it’s not enough if your client cannot convert them into customers willing to purchase their product or service offerings. Such instances highlight a deficiency within your conversion funnel, necessitating immediate addressing to resolve the problem.
Let’s assume a pizza takeout shop on Upper East Side, NYC, contacts you for marketing assistance. They want your agency’s marketing expertise to help them grow their business. Your agency examines the pizza shop’s current marketing strategy and determines that focusing on SEO and social media marketing will generate the best results, increasing traffic and sales.
Your agency spends six months on the marketing campaign. The results are that the pizza shop’s website now receives six times as many monthly visitors as it previously did. However, sales have only increased by a meager two percent. This hypothetical scenario doesn’t sound promising because it highlights an inability to convert leads and traffic into paying customers. Your agency successfully brought visitors to the pizza shop’s website, but these visitors weren’t interested in taking action. Such instances require conversion rate optimization.
Conversion rate refers to the percentage of visitors performing a desired action on your client’s website or other online channels. For instance, your pizza shop client wanted to increase sales in this example. Therefore, they wanted customers to place more orders. Conversions matter because it means businesses did achieve their desired marketing goals.
Various factors can affect the conversion rate, including dismal website performance, bad web design, poor copy, etc. And that’s why conversion rate optimization is crucial because it prevents these factors from affecting conversions.
Conversion rate optimization refers to enhancing a website to increase the desirable actions taken by visitors. The process aims to increase highly-qualified leads, resulting in more conversions, revenue, and lower customer acquisition costs.
Research shows there are nearly two billion websites. The average website has a conversion rate of 2.35 percent. However, well-optimized websites have conversion rates as higher as 11 percent.
Determining a good conversion rate is also challenging because rates vary from industry to industry. Therefore, your agency will want to assess your client’s current conversion rate against competitors and the industry average before setting benchmarks.
Improving conversion rates is challenging, but it’s not impossible. The right strategies and approaches can help your agency improve clients’ conversion rates.
While it’s standard practice to include CTAs in content, the type of CTA used can significantly affect conversions. Some websites still use banner-based call-to-actions. Unfortunately, banner blindness is a true phenomenon where people become accustomed to ignoring banners on websites because they associate them with advertisements.
If your client’s website still uses banner-based CTAs for content, consider phasing them out and replacing them with text-based CTAs. These call-to-actions are particularly effective, especially when they link to the desired landing page and use H3 or H4 headings to stand out. Hubspot conducted a short test to determine the efficacy of banner CTAs and text-based CTAs. The former generated 6 percent of leads, while text-based CTAs generated up to 93 percent.
Lead flows are another element you can use on your client’s website. They’re pop-ups designed to attract the user’s attention. Unlike advertisement pop-ups, lead flows offer value. They can help improve clickthrough and conversion rates.
Landing pages are essential for conversions. As a result, they’re also integral for optimizing conversion rates. Poorly-designed landing pages can cause conversion rates to dwindle. Unfortunately, determining which part of your client’s landing page adversely affects conversions can be challenging. You’ll need to perform A/B testing to choose the best design and content elements for the highest conversion rates.
Presenting two web pages with slightly different elements will allow your agency to find the right design and copy that resonates with your client’s target audience. You can then use the gathered information to create a landing page that boosts conversions.
As discussed, website design and performance can also significantly affect conversions. Websites with poor design and slow-loading web pages are less likely to convert users. The audience will become frustrated navigating the website. They’ll leave it before they reach the CTA and can be convinced to convert.
As a result, you must ensure your client’s website is well-optimized and well-designed. Many businesses think a feature-rich and graphically-advanced website is the right way to proceed, but it’s not. The website design should be functional and simple. Otherwise, the website’s performance will suffer, leading to slow-loading pages. Users want mobile and desktop websites to load within three seconds. If your client’s website doesn’t load quickly enough, they’ll leave, causing bounce rates to rise and affecting your client’s SERP rankings.
If your agency doesn’t offer web design services, consider partnering with a white label web design agency like Rocket Driver. The company’s white label web design services can help you create functional and well-optimized websites for clients.
Sometimes conversions can be affected by poor copy. Skilled copywriters understand how to create copy that speaks to the target audience’s unique needs. They utilize emotional and logical arguments to persuade users to convert. Creating solid web copy might seem simple, but it’s not.
The right copy will convince the audience they need a product or service they never thought they did. It’ll also persuade them to take immediate action.
Many agencies often don’t have the resources or personnel to create compelling copy that converts. If your agency’s in the same boat, consider getting white label copywriting services from Rocket Driver.
If you’re searching for white label marketing solutions, check out Rocket Driver. The industry leader offers several services to agencies, including White Label SEO, White Label Marketing, White Label Reputation Management, White Label Social Media, White Label SMS Marketing, White Label Content Marketing, and White Label Web Design.
Book a demo now with Tom Lombardi, one of the founding partners, who will give you a 45-minute, one-on-one tour of the Rocket Driver Partnership to show you how incredible they are!