Conversion is the point at which a recipient of a marketing message performs the desired action. In other words, conversion is simply getting someone to respond to your call-to-action by making a sale, filling a form, leaving a comment, placing a call to your business, sharing your post etc. Conversions can be any result you want – or any desired action you want your customers to take.
Getting conversions should be top of the priority to every digital marketing campaign, as you do not want to spend time and resources in your marketing and not get any result or return on investment from it.
In this article, we will show you different things you can do to improve your marketing campaigns so as to maximize the number of conversions you get.
1. SCANNABLE LANDING PAGES
Users Should Easily Scan Through Your Page And Get The Point. If a person cannot by scanning your page identify who you are, what you do and what to do next then you might have already lost a potential customer.
The content of your page should not be complex or in competition with each other, so it is best to keep it simple. Generally, people first identify images on a page, then they read the large text and then move straight to the Call to action area. It also pays to keep the most important information above the fold on your landing page.
Photo Credit: Design Hill
From the image above we can see an example of a well-scaled page where the large text contains information that will be most vital to a visitor and a straight lead to a Call to action.
2. AVOID USING ANIMATIONS ON YOUR PAGE
Animations distract visitors and take them away from paying attention to the most important aspects of the page. The more specialized you are on your page; the more likely your animation will defeat the purpose of the page.
When using an animation, you avoid tough decisions in regards to prioritization which sacrifices the possibility of getting a potential customer ultimately. However, if you must use animations, then ensure the file size is reduced as much as possible to reduce page load time.
3. YOUR ADVERT HEADLINES SHOULD BE WELL CONSTRUCTED
Your Advert copy and headline must be well constructed and emotionally connect to your audience; enough to get them to act. This fill in the blank headlines below outperform more “creative” headlines.
How to ___________
Who Else Wants __________ ?
_____________ in 3 Simple Steps! (numbered headlines have great results)
Everyone may not be good at writing headline but using this fill in the blanks with sure generate positive results for you.
4. FONT CHOICE IS IMPORTANT
San serif fonts are a great font choice and they increase readability leading to an increase in conversions.
San serif is basically fonts without those little “feet” at the bottom. Remember, the most important aspect of your page should be readability and if a prospect has issues with reading the content on your page, that prospect can be lost.
5. MAKE USE OF TESTIMONIALS TO BOOST CONVERSION
Customer acquisition rates are boosted when a testimonial is inserted on your advertisement page. It helps put potential customers at ease by giving credibility to you and validating their decision to take an action. Below is an example:
If you are leaving out testimonials you are not leveraging on your resources to get the best results.
6. DECREASE FORM LENGTH TO EASE CONVERSION
Form length has a great impact on the number of people that complete it. There has to be a balance between the value of your content for your advertisement and your longer-term business goals. If all you need at a particular stage of your advertising campaign is just an email from your prospect, only ask for an email! If you are giving out content that is highly valuable you may want to ask for more information!
From the diagram above there are some points with great variations between point 2 and 3 and points 3 and 4. This shows that if the extra bit of information is not needed it is best to just leave it out. This will ensure that you are getting enough completed forms.
7. USE SIGNS SUCH AS ???? ???? ???? ????
These signs are called Unicode symbols and using them in subject lines of your emails is a great way to get the attention of your potential customer. Below is an example of a subject line with this symbols in them.
These signs are a pattern that interrupts you potential visitors by grabbing the attention of your reader. Your subject line should have one goal and only one goal which is to get the recipient to OPEN your email.
We have discovered from carrying out the various test on emails that used this signs in their subject line and it was discovered that they do give a nice impact on the rate at which people open your email.
However, it is not advisable to use this signs in every email because over time the practice can become stall. Make use of it from time to time on promotions you really want to have more eyes on.
8. ALWAYS SPLIT TEST FOR GREAT CONVERSION
You can split test different things; from landing page length to Call to Action Button to Font Type to Images Used etc, but to get the best result, you must only test one element at a time and the optimize to get repeated success.
At WWIld Fusion Digital Centre, we offer digital marketing training in Lagos for businesses looking to improve on their conversions.