Wherever it is that your brand lives, digitally, you have a few goals you want to achieve. Most of them being related to the experience of people engaging. From the multiple social profiles available to your very own website, each of the digital spaces you inhabit needs to work to connect your already loyal fans and your potential future customers to who you are as a brand.
They have to get to know you, become aware of value services can and will provide in their everyday lives and then decide to spend their hard-earned cash with you. This is called “conversion”. You need to convert strangers into fans, and fans into customers.
So, it follows that there is (or should be) an entire chapter of your marketing strategy dedicated to optimising conversion. Making your presence on the web work for your brand, by ensuring that people who visit your site, page or channel take the action that will connect them more meaningfully to your brand. This action can be signing up for a newsletter, subscribing for regular updates or purchasing merchandise that displays your brand values and marks them as a person who shares those values as well.
Ultimately, you’re creating a community. Brining like-minded people together under the umbrella that is what your brand stands for, and connecting them with each other through the products, services and values that you offer and stand for. This is at the core of your Conversion Optimisation strategy. Here is a quick high-level list to keep in mind and get you started on achieving your conversion optimisation objectives?
You can’t convert people if they can’t find you. At this point we are all well aware of the importance of SEO. So before you get into conversion optimisation brush up on the strategy behind your keywords, meta tags and backlinks. And don’t forget those the Alt Text for those images.
This should go without saying, but experience has taught us that unwritten rules are never followed. So we’d rather be clear and communicate than take a change – get a professional to design your website! Of course this must come off the back of you building your brand persona, because the website must reflect who you are and what you stand for. Also make sure it’s responsive and user-friendly. You want your customers to know why they relate to you and make it simple to connect off the back of that connection.
Testimonials are not just a section you tack on as an afterthought. You need credibility indicators so that your audience knows how you’re going to work for them in their lives. It’s extremely comforting when they see their peers who are familiar with you and how you work advocating for what you can do. Be it top celebrities, grass-roots influencers, or just a neighbour down the road, having real people speak to the power of your brand and products is priceless. Consult your Customer Profile to see the types of testimonials that will resonate the most with the types of customers you are speaking to.
Don’t leave your audience guessing. If you want them to sign up – ask them. If you want them to purchase – make your BUY NOW button stand out. If you want more engagement on your blogs – tell them you have a blog! Your audience is not dumb, but they are also not mind readers. Every brand is trying to make a unique experience for their customers, meaning there’s no “cut and paste” layout, structure or verbiage. Take your audience on a journey tailored for them by you, give them a strong, bold Call To Action, no matter what the action. They need to know how to connect with you and what they will gain from doing so.
It’s extremely satisfying to see all of these creative ideas coming to life after sitting around the table, or behind a computer for months and months building your online presence from the ground up. But, if you’re being honest with yourself, you know that you don’t know. You have to run A/B tests, make use of a landing page optimisers and website graders to see exactly what is working and what isn’t and then make informed decisions on how and where to pivot. Let’s also not forget that the business side of all of this. Connecting people to each other and your brand is important, but having a digital presence isn’t free. If you are paying for websites or social pages to up and running continuously, yet, you don’t put in the effort you need to make sure those are all optimised for conversion, you won’t see a satisfying return on that investment.