For the sake of this post I will divide conversion strategy into two parts: 1.) Identifying good goals that match your market, and 2.) Adjusting the flow of your site and layout to facilitate conversions. Today, I would like to focus on the first part.
Identifying good goals that match your market
Almost every organization focuses on trying to increase their conversions or goals with sound planning. Planning is always a good idea, but before you can plan to increase your conversions you need to have set goals to track. Now, I know what you are thinking… “I already have my goals set up”. Many clients tell me they are sure about what their sales team needs to work a lead, or how much easier it is to load leads into their CRM if they have certain bits of information. You really can’t think this way. Before you can start optimizing your conversion strategy, you need to make sure your business model/strategy matches your market and audience.
Last month, we conducted a survey that looked at ways people are willing to communicate with businesses to request additional information. Say you want to target female customers, and your current goals require a phone number. What would you do when market research shows they are less likely to pick up a phone?
I have seen people just try and put more “sales” material on the page, make them want to call you. A better way would be to find ways that they want to communicate with you. That same survey shows they are much more willing to communicate via email. There are many other ways to segment this data, but you can start to see different people want different things. If your goal is to talk to customers with advanced degrees in their fields, make sure you are presenting information and conversion paths that meet their expectations.
If you want more leads, and your goals don’t match your customers needs, you can’t win. Sometimes it can be a challenge just persuading them your product or service is better then the competition. Don’t put yourself in a position of having to sell them on communicating on your terms as well.
Let me know if you have questions or would like to see the rest of our survey.