Conversion Rate Optimierung
Convert website visitors into requests
How do we turn potential prospects into leads?
With strategic and meaningful content paired with technical website optimization, we attract potential customers and drive traffic to your site. LeadEngine will help you develop and place thoughtful and engaging written and visual content that entices visitors to want to reach out to you. Often the lead capture step is a simple contact for encouraging visitors to trade their contact information in exchange for educational material; a newsletter subscription, a telephone inquiry, or other downloadable material. With optimized search engine content and a user-friendly website structure, you help prospects find what they need and maximize the chance of new qualified contacts (leads).
What is conversion optimization?
Conversion optimization is the process of intentionally and guiding site visitors through a digital buying experience and motivating the user to feel connected to your brand and a take a desired action (the conversion). An example of an actionable conversion goal would be completing a web form, signing up for a newsletter subscription, trading personal information in exchange for downloading a detailed report, asking to be contacted, a click on a link in an email, a “like” on a social channel, a submitted review, or even an expression of interest on the phone.
To enable holistic and well-rounded conversion optimization focused planning and thoughtful relationship-building actions are crucial. To earn a lead conversion, it is essential to plant seeds of engagement with targeted buyers either directly on your site, on social platforms, or on referring digital properties; these pre-conversion touchpoints are known as micro-conversions. At the macro conversion (target action) stage, some users abandon. The goal of conversion optimization is to keep the funnel as open as possible; the more traffic you drive to the site, the more likely you are to earn conversions or gain back the re-engagement of those previously abandoned.
Conversion optimizers focus on finding out through continuous testing and evaluation of what motivate users, and how to create and refine the best content to drive a desired behavior or action. The influencing factors are very diverse and can vary by market segment and buyer persona. The structure of a web page, the arrangement of contact elements, the color and shape of contact elements, the layout of presented information , the power of a call-to-action, the design of the page, readability of content, and clarity of the value proposition work together to drive a user towards the act of converting.
Measuring success.
Lots of visitors, or traffic, to the website tells you that search engine optimization and paid advertising have been set up correctly and are effective. However, what is most important for the company’s success is whether the prospective customers also take the next step towards making a purchase. We measure this success, which includes sales targets, based on the quantity and quality of contact inquiries (leads). Digital marketing is not just an art; it is a science too; it can be measured and controlled.
Why is Conversion Optimization important?
Conversion rate optimization is important because you can greatly influence the outcome of user behavior and drive more sales. Conversion optimization essential makes your investment in digital marketing more effective and efficient. If you want to get the most out of your digital marketing spend, it make sense to define conversion goals for each marketing activity, record the goal achievement rate (conversion rate), and continuously monitor it for areas of improvement. For example, it makes a big difference if one marketing campaign is earning a conversion rate of 0.2% verse another earning a 2% conversion rate. It’s obvious which campaign has a better ROI, and which one you should invest more time, money, and energy in. Do you know the conversion rate of your website and marketing campaigns?
Conversion Rates Guideline
There is not a universal benchmark or standardized conversion rate goal. Results and averages vary depending on industry, company, competitive position, market segments, marketing channel, buyer persona, and campaign timing. LeadEngine will help you develop a company benchmark and guideline tailored to your business and your goals. Here is an example of what a conversion rate guideline looks like:
Online Marketing
A conversion rate of 2% is very good. Sometimes even 3 % is achieved.
E-mail Marketing
The benchmark for good click-through rates for email marketing is 5-7 %.
Telemarketing
In telemarketing, we are successful at a 5-7% rate of leads/appointments reached.
Conversion optimization measures
Email marketing: increasing click-through rates
The conversion goal in an email campaign is usually a “click on” a call-to-action button. This link usually points to a landing page on a website. Factors that can influence whether a call-to-action is compelling, include:
- Selection of target group
- Sender
- Relevance of subject line
- Preview line
- Design and structure of the newsletter
- Arrangement and color of contact elements
- Relevance of the content
- Relevance of the "Call to Action" elements
In conversion optimization of newsletter and email marketing, A/B tests are performed to determine which combination of content and design tactics delivers the highest conversion rate.
Website or landing page optimization
The conversion goal of a website is usually a completed form (offer request, newsletter registration, download, demo, callback, event participation, sweepstakes participation), a phone call, a sent email, a chat, or in the case of a web store, even a purchase. Factors that can influence how effective site call-to-actions include:
- Design and structure of the website
- Click depth (how many clicks are needed to find the desired information)
- Relevance of the information
- Arrangement and color of contact elements
- Ease of contact (findability, phone number, email, forms)
- Number of mandatory fields in forms
- Relevance of the "call-to-action" elements
Optimization is not a singular or isolated one-time project. Optimization is a continuous and evolving process of conversion rate tracking and reporting, ongoing A/B testing, and content creation.
Optimize telemarketing activities
In telephone lead generation, the conversion goal is usually an admitted interest or a scheduled appointment with sales. Factors that influence these conversion goals are:
- Selection of the target group
- Address material or database
- Guide telephony
- Identifiable pain of the customer
- Clarity of the unique selling proposition
- Identification of the decision-maker
- Availability budget
In telemarketing, crucial factors are the selection of the database, developing strong call-control guidelines, delivering clear USPs, removing possible pain points or barriers, and connecting to the motivations of potential customers in various target groups. Here, too, it is crucial to test different variants and continuously refine your tactics to better optimize the marketing channel.
Now it's up to you!
Get in touch with one of our specialists to talk about lead generation!
