Conversion Marketing: 5 Conversion Marketing Tactics

Conversion marketing is a digital marketing strategy that focuses on increasing the percentage of site visitors who perform a specific action, called a conversion. Often, conversion refers to a customer making a purchase, though the desired action can instead be signing up for a webinar or filling out a form. Conversion marketing primarily focuses on tactics to increase conversion among existing traffic rather than solely trying to grow the number of visitors.

Conversion marketing dovetails with other online marketing strategies—including lead generation and search engine optimization (SEO)—to create comprehensive marketing campaigns that address each stage of the buyer’s journey.

Conversion marketing aims to increase the conversion rate (or the number of website visitors who become paying customers or perform another desired action). Marketers employ various tactics to improve their metrics, and testing new methods within the conversion funnel is conversion rate optimization (CRO).

Marketing teams use many methods to reach their conversion goals. A few of these tactics include:

1. 1. Craft a clear value proposition. The focus of conversion marketing is to transform interested parties into paying customers, so you need clear and value-driven messaging. Where other strategies may prioritize humor or style to draw a viewer’s attention, conversion marketing is straightforward. Let potential customers know why they should purchase your product now with direct, concise copy and a clear call to action (CTA).
2. 2. Improve site navigation. Conversion marketing teams increase sales by improving their site and removing barriers or obstacles that may inhibit potential customers from purchasing. Focus on enhancing the user experience across your apps and site. Content marketers use heatmaps, A/B testing, and other analysis tools to ensure customers experience a streamlined landing page with a clear CTA, that pop-ups are not distracting, and the sales funnel is friction-less and attention-grabbing.
3. 3. Invest in high-performing channels and retarget. Your conversion marketing strategy should track conversion across separate marketing channels, allowing your team to reassess strategies and invest in tactics with a higher return on investment. You can then use the top-performing channels for retargeting or remarketing campaigns to entice potential customers to return and convert.
4. 4. Review support tickets. Conversion marketers analyze support tickets for data, especially tickets from potential customers who have an issue they need to resolve before making a purchase. They use this real-time data to improve the purchase path and make it as easy and smooth as possible to increase the number of conversions.
5. 5. Track other conversion metrics. In addition to monitoring marketing channels and support tickets, conversion marketing teams analyze other site data to streamline the conversion process. They look at cart abandonment stats, email click-through rates, the amount of time it takes customers from their first visit to purchase, the demographics of high-conversion customers, and overall website traffic. They then implement new marketing tactics to increase conversion, such as sending dedicated email marketing campaigns with special offers to customers who abandoned their carts.

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