If you’re busy running various marketing campaigns, you’ll likely scrutinize your conversion rate to determine whether your efforts are leading to the results you’re looking for.
However, conversion rates are tricky; they won’t tell you everything you want to know about your target customers and why they either interact with you or bypass your ad.
To optimize your conversion rates, you’ll want to consider other marketing metrics, like your cost per acquisition, engagement with your website, and return on ad spend. To truly reap the benefits of a well-performing marketing strategy, it’s best to follow a few guidelines. Let’s consider each of them.
1. Know Your Audience
You’ll want to tailor your ad to attract the buyers you think will be most interested in what you have to offer. To start, look at the characteristics of your current customers. Do they share anything in common that you can use in your new ad?
You should apply your knowledge of those characteristics to the ad and your targeting techniques. Most advertising platforms will allow you to customize who sees your ad based on demographics, geographical location, internet behaviors, and other factors. The more customization you apply, the more likely you will be to see higher conversion rates.
2. Have a Solid CTA
Most ads have limited space, and your audience may spend only a few seconds viewing them. After that, they’ll likely move on to the next item in their social media feed or turn away from the search results they see on Google.
If you run your ad on TV or through a streaming service, their attention may last a little longer, but you may also be competing with friends or family sitting with them during the break.
To get the most out of your ad, you’ll want a solid call to action (CTA) that tells the potential client exactly what you want them to do and why they should do it. It should be short and to the point.
Remember that many consumers are CTA-immune, and if you use repetitive or boring language, you won’t see the results you’re looking for. Instead, find the creative spark inside you and liven things up.
3. Use Great Visuals
One of the hallmarks of an effective advertisement is stunning visuals. People are visual creatures; they want to look at something pleasing to the eye. If your picture or video doesn’t capture their attention immediately, you’ll lose the chance you had to make an impression on them.
While people are moving away from traditional print magazines and newspapers, most will recall the colorful full-page ads that filled a magazine like Vogue or GQ (and still do). Aside from the written material that magazines and newspapers contained, the ads added their own intrigue.
Today, placing an ad on nearly any digital platform and seeing results is cheap and relatively easy. However, companies who try to make their ads visually appealing will stand out from those who don’t. They’ll likely see higher conversions, too.
4. Emphasize the Benefits of Your Product or Service
People won’t buy something that doesn’t offer some sort of benefit to them. After all, why spend money on an item without inherent use? There are millions of ways to use spare cash, and wasting it on something that doesn’t provide genuine assistance isn’t something most people can afford to do.
To showcase why your product or service differs, you’ll want to illustrate the benefits clearly and effectively in your ad. Tell the viewer exactly why they should visit your website, buy your product, or sign up for your email list. When there’s something in it for them, they’re more likely to take action — and you’re more likely to see a conversion.
Identify one or two call-outs likely to attract someone’s attention. Are you running a one-day 50% off sale for everything in your store? Say so. Can your service improve your customer’s life in some way? Tell them why.
Customers will act accordingly when they understand your proposition and how they stand to gain.
To See an Increase in Conversions, You’ll Need to Look Past Basic Advertising Strategies
These days, most companies are looking to sell more products, grow their customer base, and expand their following. To stand out among your competitors, you must implement strategies that impress potential clients and make them want to become customers.
If they don’t see a clear reason to become a client, they’ll ignore your ad, and you won’t see the conversions you’re hoping for. Consider these tips to improve your conversion rates and use them in your marketing strategies.