Conversions are a critical piece of any digital marketing effort. As a measuring tool, conversions help identify the effectiveness of digital content, from the text to the images and call-to-action (CTA). As it relates to the overall value of marketing for the brand, conversions signify that marketing efforts are in fact bringing in money for the company. When conversion rates are low, there are steps that can be taken to multiply conversions and bring up both the effectiveness of marketing campaigns, and the overall ROI resulting from them.
1. Use Social Media
Without question, social media is one of the most powerful tools available to help multiply conversions. With billions of users on Facebook and Twitter alone, social media is a great way of pushing consumers into the conversion funnel. This can be achieved by gaining more followers on Facebook, Twitter, and Pinterest, and slowly building brand awareness. Additionally, increasing social login features (using social media accounts over email) for consumers to signup has proven popular, with 86% of users opting not to sign up if it requires a brand-new signup process.
2. Enhance Your Focus
One important thing that can be done to multiply conversions involves taking a second look at existing digital marketing efforts. Is it possible that existing marketing campaigns are casting a net that is too broad? By narrowing the focus to a specific target market and enhancing the focus on that group with specialized messaging/content, higher quality leads are sure to follow into the conversion funnel.
3. Utilize Email Marketing
While some marketers will ignore email marketing as a part of digital marketing, the day of email has not come and gone just yet. Email marketing remains a valuable tool in capturing the attention of consumers. 68% of companies that use email marketing admit to "good" or "excellent" return on their investment. With that said, email marketing has to be done right in order to be effective. The average adult's attention span is only eight seconds, so email marketing will only multiply conversions when it is short and concise.
4. Invest in Fresh Copy
Quality ad copy not only attracts eyeballs, but it convinces consumers to further their interactions with a brand. Another reliable means of increasing conversions is with good, compelling content. Don't be afraid to refresh content on a regular basis to ensure it remains relevant to the consumer and up to date at all times.
5. Create a Sense of Urgency
When conversions are low, brands can manufacture more conversions by creating a sense of urgency. For example, consider adding a countdown clock to online shopping carts that let people know how much longer a limited-time discount is available. They likely already know the existing price isn't going to last forever if red text is in use or the normal price is temporarily slashed, but the counting clock offers a constant reminder with a greater sense of urgency to act now. One marketing experiment found that invoking a sense of urgency in content can boost conversions as much as 25%.
There are many ways in which brands can modify and optimize digital marketing content to multiply conversions. The most important thing to do is be active and not just put marketing campaigns on a "set-it-and-forget-it" mode.