Online selling – how unpredictable a game it is, really! You may have invested a good sum of money, listed quality products, offered high-class services and may be getting a lot of targeted traffic, still missing the elements that can give you a good conversion rate. Then, it’s high time to reshape the micro and macro conversion techniques of your business.
What Is Micro Conversion?
A small step that a visitor encounters while heading towards your primary conversion goal is called micro conversion. The step is important whether you run a lead generation site or an eCommerce site as it has a great influence on conversion rate optimization. Some common types of micro conversions are downloading free resources, signing up for newsletters, going through blogs, following on social media sites like Twitter and Facebook.
What is Macro Conversion?
The primary conversion goal that a web page has is called macro conversion. It includes order completion, contacting the company, requesting a quote, purchasing a product and accepting the proposal.
Naturally, your primary aim is to improve your macro conversion. But at first, you have to pay attention to your micro conversion techniques as the former one depends hugely on the latter conversions. Here’s how you can do that easily.
Have a Quick Look at Your Competitor’s Strategy
Before you make your own strategy to reach your macro conversion goals, you need to analyze competitors strategy. A company that deals in products and services similar to yours and makes a good sum of money by generating a decent traffic, must have altered its CRO strategies several times and have overcome various obstacles to reach their goals. Thus, analyzing their website will definitely make it easy for you to succeed in the field.
While monitoring your competition, you need to notice even the minor elements they are introducing in their campaigns. This is beneficial not only because it lets you know which campaigns are working, but also it tells you about the ways to capitalize on the weak areas of your competitors.
Make Several Simple Steps
It is always beneficial to add a good number of simple steps in the process of filling the form. They compel the users to finish the entire process. When a small part of the form is displayed, the users feel that there is not much work to do. And once they start filling it, there is a high chance that they would move to the next steps as all forms are short in size. As the users don’t know what’s going to be the final step, he will click the “Next” button every time with the hope that this is going to the last one and eventually he will be finished with filling the form.
Keep a Close Vigil on Your Visitor’s Movement
For a better understanding of your users’ behaviour and your site’s performance, you need to track your visitors’ movements. To get the task done, you have tools like Open Heat Map and Mouse flow that let you know about a page’s areas where the visitors stay most of the times and make clicks. By using these tools, you will also come to understand which part demands more time and which part is not worth much of your attention.
Consider Exit Intent Technology
Done with tracking your visitors’ activities and found that a good number of people are leaving without making any kind of interactions. Then, it’s time to use the exit intent technology to encourage them once more to make a purchase before they leave. No matter if it is a newsletter subscription, a limited period offer or a nudge, it can certainly be a beneficial element to compel visitors to have a free trial of your product or service.
Bring in Urgency
There are a lot of websites that have a decent traffic but fail to convert that. This is because most people want to have a look at other options available and only some of them come again later. To gain control over this common tendency of people, you should bring in a sense of urgency on your website. Throw a clear marketing message and declare that the offer might not be available when they will pay a visit next time.
For instance, if you want to sell your products on weekends, you can set a time limit to the offer. All you need to do is to make the users think that this is a one-time deal.
Convey a Relevant Message
While offering something, what you should consider first is that your message is relevant. And to make it, you have to comprehend who your targeted audience are, what they are looking for and the reason that has brought them to your site. With this knowledge, you will be able to create a relevant message that can engage your visitors instantly. You can make groups based on your customer personas and create different campaigns for each group. For a better outcome, you need to walk an extra mile. Thus, apart from analyzing gender and age demographics, keep a vigil on their interests and locations.
Add Social and Security Proof
When it comes to online marketing, people treat security issues very seriously and meticulously. Therefore, adding a social and security proof to your website can certainly enhance your marketing message. It can also make the web page or the landing page more effective. Some other elements that can be advantageous are testimonials, certifications, industry names and business features. Vastly, a common belief is that a business having some other business names associated with is more reliable than one that doesn’t.
To increase your macro conversions, you need to leave a strong impact on your visitors’ mind and gain some authority in the industry. The ideas that are discussed above can fulfill both the requirements. Something innovative together with a personal touch will play the masterstroke to convert your visitors into customers.