Fix 1: Explain your story
Your business story doesn’t have to be as long as a J.K Rowling book. You can describe who you are, what you do and how you do it, in a few sentences. The biggest marketing mistake businesses make is that they don’t explain what they do.
If your visitors don’t get what you are offering, they won’t buy from you. You can solve this problem by making use of video material or a short, well written and concise block of text. Just remember to be clear with you brand message.
Fix 2: Give your audience time to buy
As business owners, we all want to sell to our visitors. What is important to learn, however, is when to sell to them.
There are three main groups of people that visit your website:
- Buyers – people who are interested in buying from you.
- Window shoppers – people who are looking and don’t intend to buy.
- Potential customers – people who want to learn more, but who are not ready to make a purchase just yet.
You need to learn to sell to people over time. Get their email and then get people to come back to your site when they are ready to buy. E-commerce sites usually gives out free coupons in exchange for emails, B2B companies such as Hubspot, do this by offering you white papers and kits in exchange for your email.
Once you have them you’ll need to create an email drip sequence through which you send people a series of marketing emails until they convert into customers.
Fix 3: Never forget about your Call to Action (CTA)
Although this is a simple element to a web page, it’s something business owners slip up on.
Below is a list of elements your business needs to test before deploying a call to action:
- Button copy – Crazy egg increased conversion rate with over 20% by switching their button copy to “Show me my heatmap”
- Button colours – SAP increased their conversion rate by over 32% by switching their call-to-action button to the colour orange.
- Location – placing your button below the fold may convert better than above. You’ll have to test different locations.
- Design – placing credit card symbols, trust symbols or even your product around your calls to action may help boost conversion rates.
- Time – showing your calls to action right away may distract visitors from reading your story. You’ll have to test when to introduce it within your landing pages.
- Be creative – your calls to action can be anything, they don’t have to be buttons on a page.
- Use psychology – Ramit Sethi the founder of growthlab.com tested an interesting concept: he got people to click on his call to action by telling them “Don’t click”.
Fix 4: Optimize for a lifetime value not in session ROI
Your customer’s lifetime value is the amount your customer is worth to your business throughout his/her whole life cycle.
Marketing channels aren’t cheap, and their cost will continue to rise over time. Instead of optimizing for profitability right away, you should optimize for a profitable lifetime value. This will allow you to spend more on your marketing efforts and compete with the giants in your industry.
Fix 5: Optimize for conversions
As we mentioned earlier in the article, marketing channel costs will keep rising no matter what you do. At the end of the day, search engines such as Google also needs to make a profit. Yet marketers keep focusing the majority of their efforts on trying to fine-tune their campaigns and reduce their costs.
Instead of spending all of your precious time on fine-tuning your campaigns try and spend 25% of your time optimizing your conversion rates. An increase in the conversion rate by 50% means that your cost to acquire a customer goes down by 50%. This is how you can combat the constantly increasing prices in ad buys.
Modern businesses are working tirelessly to leverage digital to cultivate and enhance their brand identity and user engagement. Don’t waste your valuable time or money by creating campaigns that won’t convert. Rather focus on spotlighting your marketing problems Once you have identified your problem areas, start applying the fixes.
Still not sure what to do next? Our team at Best Web Design would love to help you. Our team of professional experts can help your business stay relevant in a very competitive market place by helping your business make the most of your digital marketing efforts and your budget.
We believe in Quality over Quantity in all aspects of business, therefore our aim is to provide value for every Rand you spend with us!
Contact us now to find out how our team can help you take your company’s digital marketing to the next level in 2020. If you liked this article, please feel free to share and link to it. We look forward to hearing from you.