The 10 best conversions in digital marketing
The 10 best conversions in digital marketing
Simple can be very effective — and that is exactly what happens with calls to action. A CTA is the wording that pushes a user to act in a digital environment. Roughly speaking, calls to action are the fuel for conversions. But they are not the whole story: converting more customers takes a series of tactics and possible routes. Here are the 10 best conversions in digital marketing.
How do you convert in digital marketing?
CTAs encourage your audience to act on a campaign. Ultimately, the goal of any marketing campaign is to guide your audience along the buyer's journey until they eventually purchase. Not every campaign uses the same kind of CTA, though. A campaign aiming for more newsletter subscribers may use a form; a campaign encouraging people to "learn more" may use a button. Here are some of the types:
Button — The most common kind of CTA. Buttons usually carry a short phrase encouraging people to click and take the next action. As a rule, your button should use a high-contrast colour so it stands out on the page.
Forms — Form-submission CTAs turn site visitors into leads by capturing their details. In exchange for the data you can offer downloadable content, product quotes, service sign-ups, subscriptions and much more.
Banners — A banner CTA can sit anywhere on a web page. They usually carry an eye-catching design to encourage visitors to click through and act.
Contextual links — Usually placed in the body of a blog post, contextual links are clickable text that sends people to a related landing page.
Slide-ins and pop-ups — Everyone knows pop-ups. They appear on your screen calling attention to something or some action. Slide-ins slide into view instead. Slides are a good alternative to pop-ups because they are less damaging to the user experience.
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Write persuasive calls to action
These are some of the most important conversion marketing elements on a website, because they lead straight to the bottom of the funnel and offer a useful "shortcut" to higher conversion rates. Some recent trends:
- Double call to action: two strategically placed CTAs reinforcing the user's urge to click
- Creative design: CTAs that are easy to use, attractive and hard to ignore
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Use smart pop-ups
Pop-ups placed in the right context convert at over 40%. In general they drive significant growth in email lists and improve e-commerce conversion rates — by offering attractive deals, discounts and special offers, for instance. Smart pop-ups, one of the most widely used conversion marketing methods, fall into several categories:
- Push-down and push-up pop-ups: pop-ups that slide from the top down, pushing the content away
- Delayed pop-ups: they appear after the user has spent a certain amount of time on the site
- Exit-intent pop-ups: these appear when a user is about to leave the site. They are designed to pull the user back by mentioning discounts or last-minute offers that keep them on the page.
- Sign-up pop-up forms: these encourage the user to sign up for free content such as e-books, or simply to leave their details so you can get in touch later.
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Create compelling content that holds attention and builds authority
Content marketing is the present and the future of this field. Content that is relevant, well made and useful to your visitors generates good leads and good traffic. It attracts people genuinely interested in your services, in what you have to say and to offer. Beyond lifting your conversion rates, quality content drives engagement, increases time on site, improves search rankings and lowers your bounce rate.
Creating content is therefore uniquely valuable, and it brings authority. It raises the level of trust in your business, your products or your services — and that trust is the best way to make sure your users eventually convert. It is worth stressing that well-written content improves your ranking on Google and other search engines, and that has a direct impact on organic traffic.
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Social media strategy in engagement and content
Only around 2% of users buy on their first visit to a site. Remarketing ads can be used to reach the other 98% and turn them into customers. Which makes it clear that a social media presence is not optional today. Your success on social, though, depends on choosing the channels strategically and on both organic and paid tactics.
The best-performing social profiles are the ones woven seamlessly into the business strategy, the communication and the voice of your brand.
Other vital points to watch when using social media for conversion marketing:
- Communicate and interact with your audience — Conversions can happen in the comments on Facebook, Instagram or X, just as they can anywhere else in your digital environment. So reply and engage as much as you can. Engagement matters even more because algorithms rank content with plenty of comments more highly.
- Use groups and communities — Facebook groups can help organic reach enormously if you publish content there. Do not assume the platform "died": plenty of people are still on it, especially in more specific niches.
- Use social advertising and marketing — Social ads give you a great deal of control over who you target and who sees your ads, which allows much tighter local targeting. To put it in perspective, Meta made 28.15 billion dollars in the second quarter of 2022 from social advertising.
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Video will keep getting more popular
An estimated 66% of leads for people working with video marketing are generated through video. It sounds obvious, but it points to how powerful this format really is. With the rise of playback apps, video has proved useful at more than one stage of the marketing funnel, because it helps optimise:
- Brand awareness, by inspiring desire
- Trust and authority, by providing useful information
- Conversion, by showing the product or service and reinforcing the prospect's intention to buy
Some examples:
- 360-degree video experiences give a more immersive feel, ideal for an estate agent, for instance.
- Interactive, funny and off-the-wall content can lift engagement and, with it, the brand's presence in the market
- Educational video is a great alternative to a sales pitch. Data suggests 66% of users would rather watch a video to learn about a product or service — roughly four times more popular than articles and infographics.
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Do not underestimate email
Email marketing can also shape buying decisions. It keeps your leads aware of your brand, builds a stronger connection to it and draws them in with attractive offers that reinforce their intention to buy. To get the most out of it, your company needs emails that stand out — with quizzes, polls, surveys, CTAs and more.
Interactivity will keep driving engagement more than ever. And we already know most emails are opened on mobile. With newsletter services, emails are easy to personalise, and when a user feels you are speaking directly to them, buying intent rises. Offer rewards, discounts, free samples, redeemable codes and gifts in your emails for every purchase on your site.
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Use urgency and the fear of missing out (FOMO)
FOMO — the fear of missing out — motivates very effectively when the options are chosen carefully, because that fear is rooted in our psyche. It is a timeless technique. Phrases like "available for a limited time" and "last chance" speed up action and make an excellent conversion marketing trick for creating urgency. It is particularly relevant for e-commerce. Some tricks:
- Show stock levels: highlight scarcity or the exact number of items left. That signals to your audience that they may miss out on the product.
- Countdown: a clock counting down to the end of a sale or some other occasion psychologically instils a sense of urgency in the visitor's mind.
- Highlight opportunities already missed: show past promotions and use phrases like "Sorry, this item is out of stock" beside products that are no longer available.
- Limited free shipping: free shipping is one of the main reasons people buy a product online. Knowing it is limited speeds up the decision and the conversion.
8. Reward loyal customers and turn them into brand ambassadors
A recommendation from a friend makes people far more likely to buy a product or service. In essence this conversion marketing tip uses the customers you have already converted to create more conversions, by rewarding the people who advocate for your brand. So put social media and online reviews to work for your business: customers can be a great way to draw in new prospects. Those existing customers can become brand ambassadors and spread good news about your company on social media and by word of mouth.
Better still, they are not running misleading advertising or trying to sell to anyone. They are doing it because they like your product or service. The same can be done with influencers, who keep growing in importance. They can wear your brand's shirt where there is genuine ideological alignment — and your brand gains a well-known and powerful ally.
There are techniques to encourage a customer to help you with that. Some of them:
- Give customers exclusive, high-quality products
- Offer gifts and service upgrades (to make them feel they are more than customers, and part of your brand)
- Ask for their feedback on special offers and products
- Reply to their comments on social media
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Optimise your website
Loading speed directly affects your visitors' buying decisions. Filling your site with too much content, graphics, video and plugins slows it down. Low loading speeds are also a poor ranking signal, and Google can punish your site for being slow by placing it lower in search results.
So your visitors' patience, security and attention span all have to be taken into account here. And it does not stop there: optimising content and pages so your site stands out in search engines matters a great deal too. That set of good practices is called SEO — search engine optimisation. Click here to read more about it.
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Work on the "forgotten" users
For e-commerce in particular, abandoned shopping carts are estimated to total around 4.6 trillion dollars a year. A smart piece of conversion marketing is to reach those shoppers and get them to finish the sale.
You can do that with:
- Targeted marketing and remarketing — Tell your site's visitors about promotional items and related products, and bring them back to finish the purchase.
- Cart abandonment recovery: remind shoppers that they have products in their cart, through emails and notifications.
In 2023, will you reach the results you are hoping for?
To find out, get to know Manáry Digital. Our annual plans can be tailored to what you need, with ad campaigns (Google Ads and Meta Ads). All of it to lift your sales and win more customers.
Want to know more about converting in digital marketing? Fill in the form now or talk to one of the specialists at Manáry Digital.
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[…] When people have a positive experience, the chances of them completing a purchase or filling in a form rise considerably. Intuitive navigation and an attractive design can be exactly what drives conversion. […]