One of the best things about Inbound Marketing
is that it never leaves you alone. It's not a magical software that you sell, but then you have to assemble it yourself and figure out how it works. It is a constant service that accompanies you along the way, from web optimization, through content marketing and in the permanent conversion of leads.
Why does it work this way? This is because the big difference between advertising and outbound marketing with the Inbound is that the former operates as a chain of isolated actions to achieve specific goals. But the Inbound is a permanent strategy that aims at the constant feeding, conversion, and delight of the consumers. It is an endless process because the inbound is not just marketing, but marketing and sales and if you stop doing inbound, it will stop not only your marketing actions but also your sales.
Now, this constant accompaniment also implies permanent improvements and updates, following the new challenges that the market is presenting. Considering that conversion is one of the key goals of inbound marketing, the Optimization of the Conversion Rate has been growing lately as an important tool for business.
What is the Conversion Rate Optimization (CRO)?
The optimization of different elements of the website of your company is the first step to improve profits through a lead conversion process. The CRO helps your business to go further and create an experience for your visitors, and thus convert them into customers.
Conversion occurs throughout your website, whether in your Home, your price page, your blog and in landing pages, you can optimize all those conversions. This process is exactly a conversion rate optimization.
Basic Tactics of Conversion Rate Optimization - CRO
The CRO involves a group of tactics and actions easy to implement, to be more precise in the strategy that your brand is developing to attract prospects. Basically, it's about segmentation, content, and design.
Visitors enter your website for different reasons, and throughout the navigation, they will develop different interests, in search of what they need to satisfy their need. Some will be true fans of your content, and they will surely comment and share every content you offer them, but they will never become customers. On the other hand, some visitors will directly enter into a deal with your app development company
Each visitor is different, so your segmentation should start from the first moment of the client's trip. This will help to focus your efforts on those prospects and leads that matter, optimizing your resources and not wasting time on those who are not interested in your services.
- Content: Always try to avoid standardizing your content. In other words, do not always write the same way. Try changing the keywords with some synonyms that may also catch the attention of new prospects.
Changing the design of your website is also a good Conversion Rate Optimization
tactic, to see how those changes impact your conversion rate.
This is referring to big and deep changes, but about small but well-analyzed improvements. As with the tests that are made content, the design tests do not need to be large scale. Change, for example, the color of the button on your registration form on a landing page could impact the number of people who click, without mentioning the language, location, form, etc.
The CRO is also applicable to landing pages.
Marketing Strategies To Increase Conversions in eCommerce
1. Generate traffic
Taking into account the bombardment of information and publicity that users suffer while surfing the Internet, one of the most important objectives of eCommerce is to differentiate themselves and make them see you. But how? Using content marketing, improving interaction and advertising on social networks, optimizing SEO or implementing programmatic display advertising.
2. Create a landing page style
The landing page should be constructed as an attractive place to be seen, with a call to action and a list of benefits of the products and opinions of other users. All the information of the article has to be collected in this product page since the user often arrives on the web through search engines and without knowing any data about the brand.
3. Improve usability
The loading time of the landing page is vital. The ease in the steps to take in the purchase procedure or the type of information given on the product page can make the difference between survival and failure. In reference to the latter, it is necessary to communicate in an optimal, attractive and fast way so that the user's decision to continue with the purchase is as agile as possible.
4. Simplify the forms
Nobody likes to give their personal data but, in the case of electronic commerce, it is necessary for transactions to be carried out. The client understands it, but to a certain extent, that is why it is inadvisable to ask for more information in order to obtain more complete databases. In case it is essential, the client should be explained the reason for it. You can also use language intelligently so that what looks like a simple form is perceived as part of the service.
5. Implement email remarketing
A part of the users that access a website is lost on the way to the purchase and ends up leaving the page without obtaining any product. To try to solve it and remind the client that you have a list of pending items to consider, you can send an email to resume the purchase process, speed up the decision making and finally complete the transaction.
6. Prepare cross-selling and upselling strategies
Avoiding abandonment is essential but it is also essential to try to increase the value of the shopping cart.
7. Adapt to the mobile environment
It is no secret that the most used device to connect to the Internet is the mobile phone. At least 66% of the people do, according to the 2015 data of the Association for the Investigation of the Media. The engagement rate from smartphones duplicates the results obtained from computers so that web designs adapted to this type of platform are no longer an option but practically an obligation.
8. Offer incentives to purchase
Actions such as giving free shipping, with a discount for a subscription to the newsletter or with a discount code for the next purchase to each user who has made more than five orders on the same page, are inducements that invite the user to acquire more products.
9. Affiliate Marketing
It consists of paying a commission to other web pages, with which a previous agreement has been made, for the sales that come from visits generated by them. Another alternative is to reach an agreement with bloggers related to the sector to give diffusion of the brand or a specific article through a social network or to create related content in their personal blogs.
10. Monitor and optimize
Not only do you have to work to create the best version of our website but also to know what is happening and how users are behaving when they arrive at it. It is crucial to use analytical and monitoring tools, such as Google Analytics
. You will be able to know from what type of device consumers use to access the landing page up to the number of leads that you have achieved in a given period of time.