The one thing about internet users that are becoming increasingly common these days, is their lack of attention or a very short attention span. With practically a hundred businesses offering them similar products or services, they are spoilt for choice and no one is to be blamed.
But another negative effect of this user behavior is the increasing challenges in user acquisition and retention. Be it an eCommerce website or a media blog that publishes football-related news on a daily basis, there is absolutely no guarantee that the next time a person is looking for something, he comes back to your site.
Not having a person from your target segment come back to your website, is as bad as losing him. You lose the opportunity to offer him something better than what he consumed the last time and of course, the opportunity to convert him again – maybe higher.
So is there no way out of this?
You could keep running advertisements to promote your website or keep boosting a post on social media to constantly remain on your target audience’s feed. But for all practical reasons, just how long could you continue doing this?
Your solution—conversion optimization.
Conversion Optimization: A Definition
Wikipedia has nailed the definition of the term, by defining it to be-“In internet marketing, conversion optimization or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that converts into customers, or more generally, takes any desired actions on a webpage. It is commonly referred to as CRO”.
So, basically, the conversion rate is really just another word for making a sale. Whenever someone actually decides to buy from you—it is counted to be a conversion. So, for example, if someone visits your Twitter account and ends up following you would be called a conversion. Or, someone visiting your landing page and signing up for your email list could also be a conversion.
Depending on your business goals, a “conversion” could be almost anything, but here are a few common types of conversions:
- Making a purchase
- Submitting a form (contact us form, lead gen form, etc)
- Calling your business
- Engaging with your online chat
- Signing up for a subscription (either paid or free—like a newsletter)
- Registering on the site
- Downloading something (software trial, eBook, mobile app, etc)
- Using something (new/advanced feature on your software or app, simply using your software/app for a certain amount of time)
- Upgrading their service
- Engaging with your site in some way (time on site, repeat visits, number of pages visited)
There are plenty of other conversion actions people can take on a site, but this should give you a feel for what a “conversion” is. Basically, a conversion is a measurable action that progresses a potential customer towards becoming a paying customer in an important way.
Therefore, in online marketing conversion happens when your visitor ends up taking the action you want them to take the most.
Which further comes down to this simple formula below—
Here are 6 conversion optimization tips and tricks we gathered on-the-go while trying a few things out ourselves as well as collating points from industry experts:
1. Publish new content and create newsletters
In an age where digital platforms are booming and people are always hungry for more information, the best way to bring them back to your website is to maintain a consistent flow of interesting content.
The more value you are able to add to an internet user, the more likely you are able to create an authority in your industry. Once you have established authority in your niche, it is obvious for people to make you their first choice when seeking information that interests them.
While publishing new content consistently is one part of this trick, the other is to give these initial visitors a slight nudge to come back to your website – via email. Sending out weekly newsletters is a great way to remind a person of the content you offer and tell him what’s new. As long as you’re offering value via these newsletters, people are more likely to remain subscribed to them and even share it in their circles.
Newsletters also give you the opportunity to directly market a product or service that your business offers. Since it is the most direct channel for a business to interact with its audience, it is important to personalize the experience of the recipient for better results.
2. Generate more inbound links
To boost your content reach and get more people to your website, another smart trick is to generate inbound links. These are links on other web pages that direct people and search engines to your web page. These are also known as backlinks and play an important part in establishing a digital presence.
An ideal approach to this is to look for websites that offer content similar to yours or have a similar target audience as yours. You could either offer to contribute to their blog as a guest writer or sponsor a post – based on the relationship they want to establish with you. Starting with those you know in the industry, is always a good idea.
3. Interact proactively in online communities and groups
80% of internet users are present on more than one digital platforms – be it for personal or professional use. And almost all of them, spend at least 3 to 4 hours browsing these channels in a day. That is an opportunity that must not be missed out on.
Identify which platforms your target audience is the most active on, the communities and groups they are a part of and become an active part in their conversations. This is an effective way to not just remain in the eyes of your audience, but also gather insights that might help you create better campaigns in the future.
Another advantage of this is that you’ll always know what your target audience is interested in, what they are saying about your brand or your competition, and how you can make it better.
4. Make use of push notifications
In case you missed on the gazillion posts online, here’s a fact – mobile is where the world is and that’s exactly where you need to be to grow. The online marketing world is so full of fluff content, that even the best of pieces tend to get lost in the volume.
If you want people to come back to your website, you need to remind them of your existence – before they find a substitute for you and forget about you completely. This is where push notifications come in. If your business has a mobile app, make use of push notifications to notify your audience/users of new content or an update of your business offerings.
Since push notifications don’t really interrupt the user’s experience or what he would be doing, they give businesses the perfect opportunity to reach out and bring back people to their app or website.
5. Leverage from retargeting
If you have a separate marketing budget in place to give your content a little boost as and when required, ditch running fresh ads all the time. An effective way to keep a visitor engaged with what your website has to offer is to show him the same or similar things frequently on the channels he is most active on.
For instance, remember how you browsed through a pair of shoes on an eCommerce website and then it continued to follow you around on Facebook till you finally decided to go back to the website and buy them? Yes, that is retargeting.
When you retarget, your marketing budget spend gets optimized because these are people who have already previously shown interest in your website and more like to engage again.
6. Implement browser push
Most mobile applications ask for the user’s permission to send him notifications of updates, new features, etc. Then why not implement the same on your website?
Browser push notifications appear generally appear at the top right corner of a user’s screen – desktop. It is a non-intrusive way to notify the user of new content or update that the business needs to give.
It essentially works like the mobile push notification – wherein on visiting a website, the visitor is asked if he would like the business to send him notifications. It usually includes a line or two that speaks of what kind of notifications the visitor can expect on accepting it.
Companies like Wigzo offer tools that enable marketers to implement mobile and browser push notifications along with personalization. This makes the push notification campaigns doubly effective and converting in nature.
Getting people back to your website is a challenging task. It requires businesses to invest in the right technology and processes, and marketers to strategize in such a manner that every step of the process seems to add value to the end user/customer.
The more your website remains contextual and relevant to the target audience’s interests, the more likely they are to keep coming back to it.
If you’re just starting to work on your website’s conversion optimization, we recommend you also take a look at the 25 ways to increase your sites conversion rates by Siteoscope – because well, just driving visitors to your site aimlessly won’t get you anywhere. Right?
What hacks have you made use of to get people revisiting your website?