Conversion holds key to the growth of web businesses. Low conversion would mean slow or stagnation of growth, similarly better conversion would mean a stronger presence and continued growth. Web businesses have to be on their toes when it comes to conversion as it stands as the differentiator when compared to competition. Web conversion methods are constantly getting evaluated by research organisations to find the best performing methods that can garner maximum conversion, while businesses are waiting to learn and implement to drive conversion.
The latest findings in a report from ecoconsultancy, which surveyed 900 client-side and supply-side digital marketers and ecommerce professionals lines out the trending methods that can give a fillip to conversion and your business.
A/B testing: A/B Testing still rules the roost when it comes to driving conversion. A/B testing means the scientific way of testing your ideas to see which serves the best for your business. It means selecting of a marketing asset like your landing page, home page etc and launching two versions of the same simultaneously to test which fares better for your business. The version currently live is called the original while the one put to test beside the original is called the variant. The biggest advantage of A/B tests is that they provide you hard data to work with guiding you on factors that will spell growth for your business. For example consider you work on the headers, images, CTA buttons, social sharing widgets etc and all of the mentioned help you reach better conversion but as a business you are not sure which feature or function change prompted that conversion. With A/B Testing you are more aware on the factors that are getting acknowledged by users driving better conversion.
Online surveys and customer feedback: Almost half of the respondents surveyed said they are continually running online surveys and requesting for customer feedback. Apart from being first party credible data directly provided by the customer, online surveys and customer feedback are reminders for businesses on what is going wrong and what customers are appreciating, it also gives them insight into new requirements that the customer might be looking for. Collecting data from customers can be a cumbersome task as there are many do’s and dont’s to be considered. While collecting data It is important to ensure a pleasant experience for customers in order to derive valuable insight that helps your business.
Copy optimization: Apart from writing engaging content, it is important that your copy is optimised by placing inbound links and using keywords that search engines identify, also known as search engine optimization. Placing keywords in the metadata like page title, description tags, image captions, and alt tags can influence the search engine is displaying your link on top of search results, thus helping copy optimization. Showing up regularly and on the first page list in search results can ensure more visitors to your website driving traffic and conversion.
Customer Journey Analysis or Mapping: A good 69 percent respondents are employing customer journey analysis or mapping as a way to drive conversion. Customer journey analysis is a graphical portrayal of a customer’s journey within the organisation in relation to experiences he/she has with the organisation. An example could be a customer buying a home theatre system the major touch points would be the demo that he experiences, the time he spends negotiating the cost and sale while the minor touch point could be feedback form he fills after the purchase or the final delivery of the product.
As businesses get more and more customer centric, it becomes imperative to know every aspect of the customer that has a bearing on the business, as it is the customer who will drive growth. Here are 7 reasons to analyse customer journey.
Segmentation: Segmenting helps in reaching out to a target audience helping businesses put in a concentrated effort on a group of individuals. Segmentation could be on the basis of geography, demography, behavioural or psychographic. Since segmentation provides a refined target audience it becomes easier for businesses to target for conversion, as such 60 percent respondents in the survey vouch by segmentation as a conversion booster
Competitor Benchmarking: When in school we were advised to learn from the best, same implies for businesses where in they should have a constant eye on competition as it can help the pluses that competitors are providing to attract conversion as well as the don’ts that are adversely impacting the business. Learning from competition helps staying a step ahead of competition by constantly evaluating and ideating new ideas.
Enabling Social Login can also give boost to conversions as it helps visitors to your site conveniently log into a web property using their existing social id’s. It can increase sign up rate drastically to the benefit of a business.
eMarketer lists out some more methods that businesses are using or plan to use to increase conversion.
The above trending methods for conversion, if followed can help your business improve and boost conversion and meet your business goals. Is there a method or methods that is helping you drive conversion? Please share your thoughts if the methods mentioned has helped or leave a comment if you find something amiss!