Different Ways to Optimize Conversions

With the increase in sophistication of your offers, you will probably find yourself targeting different buyer personas who are located in various steps of the buying cycle.

Here’s a way to look at your sales cycle that the customer experiences.

 

Top of the Funnel (Leads, Traffic)
Such visitors don’t come to your site to purchase your product or service. They probably came to find information about the industry and have some other plan. This type of visitor, however, may be attracted by promos, guides, and eBooks. You can look at them like potential leads, and assign yourself to contact them in some way. The most effective form of communication is being emailed.

Middle of the Funnel (Double Opted In, Contact Information Captured)
This stage consists of visitors who are shopping. They have a need, and they are looking around and are in the process of researching and doing due diligence. This stage is marked with attractive offers like demos, competitive reviews, case studies and all information that is helpful during the research phase. This is where you want to turn them into a customer.

Bottom of the Funnel (Conversion into Customer)
This is where all your hard work pays off. The lead has turned into a customer by buying your product or service. They premise of the whole “funnel” concept is a conversion path for someone coming to your website. By optimizing all the top and middle aspects you can directly increase the output of customer creation.

Different Ways to Optimize Conversions
Consider the best action that a person can indulge in on your site. The most favorable outcome for most businesses is if the visitor contacts your team through a form, email, telephone, live chat, a request for consultation or through social media. What is vital is that you optimize your own contact information. You will be surprised to see what a difference it makes to your conversion rate metric. These are the essential tools for optimizing conversion rates:

Company Contact Information:
Provide your contact information on all pages. It is a good idea to provide it in the header. Ensure that your phone number is located on the top of each page and provides an active link to click and call directly from a smartphone.

Live Chat or Bot Chat:
Depending on whether it is required and if you have the resources to run it, providing a live chat facility can improve your engagement rates significantly. If human capital is an issue you can also have a chatbot that can answer commonly asked questions.

Individual Contact Information:
In case of different profiles of your team members being posted on your site, you would do well to provide their contact details, too. A visitor may be more comfortable interacting with a team member for a more personalized touch. This is especially applicable to blog authors. This kind of interaction can nurture productive conversations.

Online Forms:
Ensure that you provide consultation forms and contact forms at different places across your website. Leads should be presented attractive and approachable offers. Your forms should be optimized for color and should stand out. Make them irresistible to your potential customer.

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