So many businesses focus on trying to increase their web traffic, but this is simply a waste of time if visitors aren’t making valuable interactions with your site. If your end goal is for them to make a purchase, sign up for your mailing list, or participate in a promotion, you have to give them incentive to do so. Once you get a sense of how inbound marketing works and what it can do for you, figuring out tactics to increase these conversions will help you see better results both from your current visitors and from traffic in the future.
How Inbound Marketing Relates To Conversions
Inbound marketing is about creating content that will be beneficial to potential customers, using SEO techniques to ensure they find it, and maintaining a hold on those leads by forming a relationship with them. Although inbound marketing may begin with gaining traffic, the next important stage is converting prospects into leads and, later, into customers.
How To Increase Website Conversions
Inspire Trust
First, consider this: Would you be willing to make a purchase online from a company that you had never heard of before? Probably not, and your prospects most likely feel the same. Along with the logical steps to show you are trustworthy—listing your address, phone number, privacy policy, and SSL certificate on your website—presenting professional looking content that doesn’t push too hard for a sale also helps to create a sense of trust.
Deliver A Value Proposition
Why would anyone want to be your customer? This is the question you need to answer through your value proposition.
A value proposition should demonstrate the qualities you possess that allow you to stand out from your competitors, both in terms of the services or products you offer and your business itself. Reflect upon what makes you special and present the information through a statement on your home page.
Keep Things Simple
You may be losing prospects before they ever turn into leads simply because you are requiring too much information for access to your premium content. At such an early stage in the sales funnel, you haven’t even given yourself the chance to present yourself as trustworthy, so it’s no wonder that prospects may be hesitant about handing over their personal details. Ask only for what you need, nothing more.
Create A Sales Funnel
Working with a sales funnel involves deciding where consumers are in the buying process and providing them with appropriate content. The longer you spend building relationships with your leads—for example, by frequently delivering premium content that distinguishes you as a trusted advisor—the more likely leads will convert.
Practice A/B Testing
If you’ve never tried A/B testing before, it may sound challenging, but it’s simple, fast, and even enjoyable. It works like this: Start by looking at one single element of a page. This could the headline, the wording in the call-to-action, or even the size of a button. Next, create two pages that are identical except for this one feature. Use A/B testing software to direct 50 percent of your traffic to one version of the page and 50 percent to the other. Finally, measure which version received the highest number of conversions and use this one in your web design.
Although some of the above tips may be easier to implement immediately than others, you need start incorporating all five into your inbound marketing efforts if you are going to maximize conversions.
