Lochness-MonsterIn advertising, marketing, and sales when it comes to digital marketing we are all hunting the same thing — conversion. Converting your site’s audience into customers is how businesses grow.

What is conversion? We define conversion as directing users to act in a precise manner we want them to. Making the user take a specific action to get them into the sales funnel.

Recently, working with a startup client in NYC, Marketing Press increased conversion rates by 90% in a month by using the methods below. The sales staff were elated, the marketing department relieved and when a percentage of the new prospects convert, I am sure investors will be happy.

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Increase Your Site’s Conversion Rates

Think different. Marketing is about value. This is a very complicated world, a very noisy world…right? Sound familiar? These words of Steve Jobs speak as much to your small business as it does large corporations. (Steve Jobs introduces Think Different)

Start thinking about your website as a tool to execute your strategy. Think about how people use your product or service to solve their problems.

Your lack of sales is not your customer’s problem, it’s your problem.

Once you are in touch with how your product solves problems; speak to it how it solves the problem. Structure and design your site around what your audience wants, needs and is searching for.

Give The User A Lifeline. How often are you ready to contact a company from their website, but can’t find a phone number or contact form. This is the dumbest mistake of them all. Make sure your contact information is prominent on every page of your site. Develop a strong contact page and don’t keep them guessing how to get in touch with your company.

Marketing Press always tries to give the user two-three ways to make contact from the homepage and at least two ways on internal pages.

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If you are selling a product and are using landing pages make sure you have a contact form on the homepage and internal sales pages.

Study Behavior. As part of our Data Driven Development process, we like use tools like Crazy Egg to track user clicks and behaviors. When you see the users aren’t clicking, you can replace that content or action item with something more interesting for the user. (Remember always to think about solving their problem.)

Use Google Analytics and Google Webmaster Tools to know the metrics of your site. How are users finding you, why are they coming to your site and what problems are they trying to solve are the keys here. Go back to our first point and think as a user, not as a business owner or marketer.

Get Adventerous. Test different pages with different messages. A/B Testing (also referred to as split testing) is an excellent way to prove your theories about what your audience wants. With A/B Testing you create two very similar versions of the same page. We like to test our calls to action and button messaging to get some insight on what works best with our people.

A/B Test can be done easily through the Experiments feature Google Analytics. For more advanced A/B Testing services like Optimizely are what you are after.

Don’t Get Too Caught Up In The Aesthetics. Ugly sites, while ugly, if optimized for conversion will still convert better than a site that was designed without conversion in mind.

You can design for optimization and conversion, but you can’t always optimize as an afterthought for every design.

This is just the beginning. Never stop learning about your audience and how they are interacting with your site. Don’t be afraid to make small changes based on what you’ve already learned. Review. Refine. Repeat. Convert.