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Conversion Optimization- Ultimate Guide To 10x Your Business Growth- Part 1

The goal of every busines is to have higher conversions daily or weekly or monthly.

No one wants to waste money running ads or waste efforts posting contents on social media only to realise his or her effort isn’t converting at all.

This post series will focus on the factors that help with conversion and how conversions can be optimised so your marketing efforts are profitable.

What Is Conversion Optimization?

Conversion Optimization or Conversion Rate Optimization is the process taken to iincrease the percentage of desired actions taken on your website.

The action could be turning visitors into leads, or leads into customers, or customers into brand ambassadors.

Understanding what to really tweak and improve upon and implementing such optimization for conversion is crucial to seeing your business grow profitably and at all times.

The Primary Conversion Optimization Goals

The following goals should be the focus of everyone optimizing for conversion. They are:

  1. Multiply Website Traffic Generation
  2. Grow Leads Conversion
  3. Multiply Sales Conversion
  4. Multiply Upsells and Repeat Sales Conversion

 

Goal 1: Multiply Website Traffic Generation

While most guides on conversion rate optimization focus on the rate of conversion of the traffic that has been driven to the website, it is important to know that there will be nothing to convert if the website has no one visiting it in the first place.

Understanding that a large group of e-commerce entrepreneurs does not know their left from the right about generating traffic, it is important to begin these conversion optimization strategies with the very basics of hitting the traffic generation goal.

How To Multply Your Website Traffic

1. Invest In Content Marketing

Every great and profitable brand invest in content marketing. For as long as you have a website, you should publish contents that educate your prospects about your business and offers and get them to aware of your buiness buy your products

 

What is Content Marketing?

Content marketing is the marketing strategy used by brands and individuals to publish and distribute valuable contents that educate, entertain, nurture, and lead their prospects towards becoming customers and brand evangelists.

The focal point of content marketing is publishing the contents on the brand website while distribution can be done via all kinds of available social networks.

 

Why Is Content Marketing Important?

Content marketing is important in creating contents that address your prospects in wherever stages they are in their interaction with your business, the goal being that they eventually become customers.

Content marketing gives the brand opportunity to get prospects to keep coming back to the website to get the valuable published contents.

It also attracts other prospects who may connect with the business via search intent contents on search engines or via the contents distributed on social media.

 

Where is Content Marketing Done?

Content marketing at its core is carried out on the brand website. Distribution can be done via social platforms, but the aim is still to bring back traffic to the brand website.

 

How To Leverage Content Marketing

  1. Publish relevant, valuable and engaging content that educate, your prospects and customers about your product
  2. Spend more time distributing your content to various social platforms to ensure strong and wide visibility.
  3. Have your content calendar set up to avoid writer’s block
  4. Publish and distribute consistently

 

2. Invest In Social Media Marketing

If you really want to drive traffic to your website, then you want to meet them where they gather. You want to ensure you find your audience where they congregate the most and bring them to your website.

 

What is Social Media Marketing?

Social media marketing is simply focusing your content marketing efforts on the social platforms where your audience congregates.

Where content marketing is focused on publishing on the brand website and using social mainly for distribution and to drive traffic back to the website, the focus of social media marketing is to build engagement, brand affinity, and interactions right thee on the social media platform.

 

Why Is Social Media Marketing Important?

Social media marketing helps brands communicate with their audience better in the language peculiar to the social platforms.

This brings the brands in closer relationship with their audience as they research them daily and get feedbacks concerning their products.

Finally, social media marketing helps give brands strong brand awareness and positioning before their prospects and customers as they publish contents that educate their audience

 

Where is Social Media Marketing Done?

Social media marketing as its name implies, is carriend out on social media platforms. Your marketing will be done on your social media wall and in social groups where your audience congregate

 

How To Leverage Social Media Marketing

  1. Have an excellently optimized social profile
  2. Show up everyday to publish regularly on your profile and in groups where you audience congregates
  3. Publish at least twice a day
  4. Send connections and accept connection requests dialy
  5. Research your adudience on each platform to know their desires and concerns about your products
  6. Respond to complaints promptly and treat your audience complaints with urgency
  7. Leverage your audience interaction to increase user generated contents

 

3. Invest In Search Engine Optimization

You don’t want to create contents on your brand website just for the purpose of creating contetns.

Rather you want to create contents that answers the questions on the minds of your prospects and customers.

Hence, the reason you must take search engine optimization seriously as it is at the heart of your content marketing strategy.

 

What Is Search Engine Optimization?

Search Engine Optimization is simply the strategy of getting a website to rank higher on search engines in other to direct more quality search traffic to the website.

You want your website to come up as the first website of choice when someone search a query on a search engine like Google, hence, you engage in several practical steps to get your website in the number one spot on the first search engine result page.

 

Why Is Search Engine Optimization Important?

You simply have more traffic driven to your website if your website pages come up higher on search engines as people search for different queries that your contents have been optimized for.

 

Where Is Search Engine Optimization Done?

Regardless of the different parts in Search Engine Optimization (SEO), SEO can be done in two major places, namely:

  1. On the website
  2. Off the website.

On the website, On-page SEO can be done which includes keyword research, content creation, keyword optimization, etc.

Technical SEO can also be done on the website, which involves everything that improves the site structure and foundation like siteindexing, site crawlability, site speed, site security, etc.

Outside the website on the other hand is where Off-page SEO is done which includes every inter- website relationship strategy that help to attract backlinks back to the content on your website which in effect builds your website authroity and reputation,and direct traffic back to it

 

How To Leverage Seach Engine Optimization?

Follow these steps to leverage SEO

  1. Find profitable keywords you will target, using keyword tool like Ubbersuggest, Semrush, Ahref, etc
  2. Engage in SEO site audit to fix all the On page SEO errors on your website.
  3. Create high quality sharable content optimized for search engines
  4. Set up advanced tracking using google analytics and google search console so you’ll see the traffic sources, content and keywords that are driving revenue.
  5. Engage in link building by sending outreach campaigns to generate high quality backlinks that will earn your site increased referral traffic, authority and trust from search engines.

 

4. Invest In Partnership Marketing

Partnership marketing is another way brands tap into traffic that they might not otherwise be able to reach on their own. A strategic partnership can help you get tons of new quality traffic to your website and help increase leads and sales.

 

What is Partnership Marketing?

Partnership marketing is the strategy by which brands collaborate with individuals, agencies, and other complementary brands in other to tap into a pool of traffic the brands can benefit from.

It can range from affiliate marketing to influencer marketing to agency marketing to cross-promotion to affinity marketing

 

Why Is Partnership Marketing Important?

Partnership marketing gives brands the opportunity to leverage partnering with other complementary brands to get access to their common target audience.

Partnership marketing also ensures each partner is able to satisfy its customers by offering complementary products of the other partners which are needed to meet the total needs of the customer

 

Where is Partnership Marketing Done?

Partnership marketing is carried out either by the partner who has the audience based on mutual agreement as it is in affiliate marketing, influencer marketing, or agency marketing.

It can also be done by both partners based on mutual agreement and terms of the partnership as it is in affinity marketing.

 

How To Leverage Partnership Marketing

  1. Establish mutual goals between both partners
  2. Ensure careful reporting by each partner
  3. Create co-branded contents
  4. Engage guest blogging swaps
  5. Partners offer website and online advertising
  6. Launch co-promoted webinars
  7. Jointed conducted original research

 

5. Invest In Paid Promotions

The fastest and easiest way to get tons of traffic driven to your brand website is to run paid promotions.

If you really do not have the time to figure out content marketing and other types of marketing and if you really want to get going faster, you might want to consider running a paid promotion as your first choice of marketing.

 

What is a Paid Promotion?

As its name implies, a paid promotion is the promotion run by paying any platform where the traffic congregates in exchange for quality traffic driven to your website.

It could be run on social media platforms, search engines, high-traffic blogs, etc.

 

Why Is Paid Promotion Important?

Paid promotion is so important because it helps you beat the time required t0get results in your marketing efforts. As long as you understand your target market, you can quickly start getting a greater number of leads and sales faster than most other types of marketing.

And if you have enough budget, investing in paid promotions can help you conduct various tests in your marketing efforts faster so you can quickly arrive at data-driven strategies and approaches to your marketing.

 

Where Is Paid Promotion Done?

Paid promotions are carried out on social platforms like Facebook, Instagram, Twitter, Pinterest, etc.

They are also carried out on search engines like Google, Bing, etc.

High traffic blogs, newspapers, and magazines can also be used in carrying out paid promotions

 

How To Leverage Paid Promotions

  1. Understand the Pyschology of your users and carefully target them
  2. Target keywords with commercial intent
  3. Create your first advertisement on the social media platform and set up a high converting landing page
  4. Start with a small advertising budget
  5. Revisit your campaign goals and adjust your ad targeting according to your ROI derived and scale accordingly
  6. By ads on high traffic blogs that have your target customers as audience.
  7. Ensure your cost per sale is lesser than your customer aquisition budget and keep the paid traffic on.

 

In the next post in this series, we will examine how to then convert our traffic int leads and grow the leads.

Watch out for it.

In the mean time, do you know other means of traffic generation that I didn’t cover here>

Kindly share in the comment section below.

 

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3 Best Conversion Metrics

Hey friend, I thought of sharing with you 3 conversion metrics by which you must measure the success of your website/funnel conversion.

Bounce Rate.

Are your website pages and copy  designed and written to keep visitors on your website and get them go from one page to another or do visitors bounce back on getting to your website?

You must always measure the performance of each page on your website.

Just make google analytics your friend and start optimizing your pages design and copy (the headline, structure, content) so visitors can spend more time on your website. 

Of course, you should know this affects Google ranking of the relevance of your website.

Lead Conversion Rate.

You didnt create your website or funnel just for show.

You created the website so you can grow your business with it.

Your business will only grow when you generate leads and sales every day.

So it is vital to measure how the pages of your website are converting visitors into leads.

You shouldn’t just be content with having a website, you should ALWAYS see that visitors on your website are getting converted into leads.

Ensure you place optin forms at strategic places on your website and use content upgrades so you can have more people subscribe to your newsletter.

Making google analytics your friend and using tags will let you know which form and page is Converting and its conversion rate.

Then you can optimize the whole page or the forms depending on your metric.

Sales Conversion.

Well, except your website is just for information or branding purpose, I guess you want to make sales on it.

Your google analytics , tag manager and Facebook pixel can also help you see your abandoned cart rate, and your sales conversion rate.

Knowing this will help you tighten any lose part of your website and optimize your website for more conversion.

Go work on this short guide and watch your Conversion rate increase.

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10 Must-Have Features Of A Good Website

Have you ever been involved with a company without first checking out its website?

You rarely do, yea?

While businesses can often succeed without having a website, studies have shown that 80% of buyers check out the website of any business before making a purchasing decision.

I can bet that you do the same too….am I right?

Whether you’re buying a product or service, you want to make sure the business you’re dealing with is genuine and the first thing you check is most likely the website of the company. 

According to recent statistics, over 60% of small businesses have taken the challenge to change with time and have a website created for their businesses.

Whether you’re a solopreneur, a small business owner, a consultant, or even a job seeker, the demand of this decade requires you to have a functioning website in order to beat the crowd and win against the competition.

When you finally decide to have your own website created, you must take. note of these features,  let your web developer be aware of each of them, and build get the website built with the features in mind and certify them before you ever sign off on the project.

You Don’t Have a Great Website If It Doesn’t Have These Features

1 Command Credibility With Its Aesthetic Design

Add alt textETQ website

A  beautifully designed website gives your business credibility before prospects and builds trust for it.

You can’t afford to sign off on an ugly website especially when you’re not so famous that your fame is enough credibility for your business.

Websites like ETQ stand out amongst the top most beautiful websites in the world.

2. Easy To Use With Clear Call To Action

A good website gives your prospect easy navigation to every part they need to get to in order to find out all about your business.

You must certify that your website is well structured and can be browsed through by anyone.

You want to ensure that your website also provides a clear call to action for your visitors so they can easily take the action you expect them to take on each page of your website.

You can ensure that by going through the website yourself without any supervision by your web developer.

3.  Can Increase Average Order Value and Give Greater Service to your Customers.

Add alt textNo alt text provided for this image

If you already have many offers for your customers a great website will have a 1 click upsell on the checkout page or/and take the customers through several other offers on the buying process before he or she eventually leaves the website. 

This process is often called a sales funnel and your website should have at least 1 incorporated.

Crossrope does it well by adding a one-click upsell to your order as seen in the above picture.

4.  Convert Visitors Into Leads

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The majority of your site visitors won’t convert into customers on their first visit.

Your website must be built to convert these visitors into leads for you to follow up with them via email marketing, messenger marketing phone marketing, etc.

Like I did on my website, an email capture form should be placed on your website either as a pop-up or embedded with an incentive to collect the email address of your prospects so you can convert them into customers via your email follow-up sequences.

Read: How To Design A High Converting Ecommerce Website In 2021 The Best Way

5. Great Performace and Speed.

No one wants to spend time waiting before your website finally loads.

Your prospects have too short an attention span to be patiently waiting for your slow website to load.

You must ensure your website is optimized for speed.

6. Built For People  Search and Social.

Okay. I know this isn’t the primary job of a web developer, but it’s very important you take note of this before launching your site.

The contents on your website should make sense to your visitors.

Having written the contents for your visitors’ consumption, the content should be optimized for search so your website can be easily ranked by search engines.

Your visitors should also have the ability to share your content on social media and give you more traffic thereby.

7. Creates Urgency and Desire

Related to number 6 above, your website should be built to stir desire for your offer in the mind of your prospects.

The design, copy, and structure should give your prospects a sense of urgency to quickly purchase your offer.

8. Great On Mobile

Since you know already that majority of your prospects will surf your website from their phones. you must ensure your website is mobile optimized and responsive.

Websites that are not mobile responsive are often a pain in the neck to visitors. Having your website built for mobile is one thing you must ensure before you sign off on your website development.

9. Optimal Security.

Your website should be built with the highest security measure put in place.

In this age where data security is a major deal all over the world, you don’t want to mess up with your customers’ data, allowing it to be breached by hackers.

You must at the minimum, ensure your website is encrypted,  having an SSL certificate.

10. Easy To Operate

Yes, we know your website is built for your customers in mind hence why every pointer we have discussed so is far towards having your customers use your website satisfactorily. 

However, you should also know that you or your staff who will be operating the website must find it easy enough to operate.

Hence, always agree with your web developer to create a video walkthrough of the website before you sign off on the website project.

Your Assignment

Now that you know the pointers, jot down each one of them and paste them in a place you’ll never forget so when next you’re about to hire your website developer you give him or her these pointers and begin your discussion from there.

And if you would like to hire one of the best WordPress and Shopify web developers, kindly reach out to me here.

Having learned the 10 must-have features of your website, you now have the privilege and sacred duty to pass on this post to your circle of influence by sharing it.

Do you know more ways a high-converting website can help grow your business?

Kindly share in the comment section below and let me learn from you too.