Are your marketing campaigns optimized for the highest possible conversions? Conversion optimization is a critical element of successful marketing. Even if your campaigns generate a positive return on investment (ROI), you can achieve a higher ROI through conversion optimization.
Understanding Conversion Rate
As explained by the Nielsen Normal Group (NNG), conversion rate is the percentage of users who take a desired action after seeing an ad. If 10,000 users see your ad and 1,000 buy the advertised product, your ad has a 10 percent conversion rate.
While conversions are typically triggered through sales, they can consist of other actions as well, including email signups, form completion, app downloads and calls. Any desired action can essentially be a conversion.
Conversion Optimization Tips for Online Ads
So, what steps can you take to optimize your online ads for a higher conversion rate? Well, each advertising platform requires a unique approach. When advertising your products or services on pay-per-click (PPC) networks like Google AdWords and Bing Ads, for instance, you can split test multiple ads to see which one delivers the highest conversion rate. Instead of running a single ad, you can run two or three simultaneously. And after they’ve generated a decent amount of data, you can keep the ad with the highest conversion rate and replace the ad with the lowest.
Using a dedicated landing page instead of your main website can boost the conversion rate of your online ads. Some business owners make the mistake of sending traffic directly to their main website, believing this offers the greatest results. But because websites are typically designed for multiple purposes — publishing content, brand visibility, customer support, etc. — they aren’t as effective as using a landing page.
A landing page is essentially a small website that’s designed specifically for conversions. They normally feature a call-to-action (CTA) someone above the fold as well as other elements to promote a high conversion rate. Upon landing on the page, a user will immediately see the CTA, increasing the chance of a successful conversion.
There are also digital marketing firms that offer conversion optimization. Using this service, you can maximize your conversion rates and improve your online presence.
Boost Conversions with Multi-Channel Marketing
Conversion rate isn’t the only thing you should focus on. You should also strive to increase the total number of conversions you generate.
Multi-channel marketing, also known as omni-channel marketing, can help you generate more conversions. It involves marketing your products or services across multiple platforms. If you currently advertise on Google AdWords, for instance, you can expand your reach by creating similar campaigns on Bing Ads and Facebook Ads.
Alternatively, if you currently use search engine optimization (SEO) to promote your business, you may want to consider social media and/or PPC. Venturing into other channels such as these will increase the total number of conversions you generate.
Reinforcing your digital marketing campaigns with conversion optimization will give you the upper hand on your competitors. Keep in mind, however, that it requires regular monitoring and adjusting. If something isn’t working, you should try a different approach.