Email [email protected] Call +31 (0)20-2146091
Email [email protected] Call +31 (0)20-2146091
Selling online is a lot of psychology...

How to get your conversion rate up (a.k.a. how to sell more)

Conversion is no longer something that is just found in religious context. In digital marketing we convert customers to your brand by convincing them step by step that you are the best, and they should choose you above all others. 

Why you need an online psychologist
If you want to get your conversion rate up and succeed in marketing your product or service through your website you are going to need an online psychologist. You read that correctly! An online psychologist knows what works and why. The behavior of people online is a lot more predictable than you may think. And once you know how people respond to something and why, you unlock a whole new world of possibilities to successfully market your product or service. But first let’s get into the what and how of conversions before we explain what is needed.

WHAT ARE CONVERSIONS?

When we talk about conversions in digital marketing we mean the activities our potential clients undertake on our website or other digital channels that enable us to sell to them. The best possible conversion we know of is an actual sale. However, there are many more steps that lead up to that point, which are equally important as part of the process. These can be measured, and we can take effective action to influence the buying process by using the data we gather along the way.

To keep it simple, we divide conversions into two types:

Soft conversions
Soft conversions are measurable activities on our digital channels that show us the potential customer is interested in our product or service. Examples of these soft conversions are: 

  • Watching a video
  • Signing up for a newsletter
  • Downloading content (such as white papers, case studies, etc)
  • Registering for an event (in some businesses this could be a hard conversion)

Nurturing is necessary
When the potential customer is undertaking actions like these it means they are on their way in the funnel, but are not ready to buy from us yet. So it takes nurturing to prepare them for actually buying. Because we collect data from the customer with these soft conversions (like name and e-email address), we can start processes like marketing automation to nurture their need for information by offering them the answers they need in a specific phase of the customer journey we mapped out. 

Hard conversions
Hard conversions are activities on our digital channels that belong to the last steps of the digital marketing funnel. Depending on the kind of business you are running, the customer will either:

  • turn into a customer by directly making a purchase from you online
  • turn into a hot lead by filling out a contact form or another form of contact that was inspired
    by your online presence.

When a hard conversion takes place, you reach your ultimate digital marketing goal: selling. 

Measuring the right way
In every company there are different stakeholders and it is important to get them all aligned on what conversions are and what successs looks like. That is why we often advise companies to sit down with the marketing and sales department together to define the Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL). This way there is clarity about the expectations each department has about the other in the selling process. To be truly successful it is crucial to get this straight before setting and measuring any goals online (as well as offline). If you know what is of value to the company, you know what to measure and why, which puts you in the steering position for success.

Want to get your conversion rate up?

Book a free intake meeting with us

CONVENTIONS: PREDICTABILITY IS POWER

 Generating traffic to your website is the first step, but making the visitors do what you want them to do is the next. We have one golden tip we give to you for free: ‘Make your website as predictable as possible and you are one step closer to winning.’ 

Conversion through convention
People all around the world have used the internet for several or more years (depending on their age). And as with everything we do we get used to certain things being a certain way. This is what we call conventions. To be aware of those conventions is a powerful thing. There is no need to invent the wheel all over again. Just use what people are used to. The less you make them think, the faster they will do what you want them to do. 

Curious what the conventions are and how you can improve your website quickly to get more results? Book a free intake meeting with us. 

MEASURING AND RECORDING BEHAVIOR

Digital marketing is all about measuring and when it comes to conversions there are effective ways to record and analyze the behavior of the visitors. Measuring and recording behavior helps us to analyze how we can improve a website to increase the conversion rate.

How do we measure behavior?

To measure behavior we use Google Tag manager in combination with Google Analytics. Our team of data analysts connects specific tags to the website of clients that fire when certain activities take place. For example when a visitor clicks a button, watches a video, fills out a form or downloads a file.

The data we collect with these tools provide valuable insights into the behavior of the target group. Analysing this data allows us to come up with ways to improve the way we communicate with the target group. In this way we help our clients achieve better results by continuously improving their website into the right direction.

How do we record behavior?

Recording behavior can be very beneficial if we want to find out how visitors use a website. Of course, we can analyse a lot by looking at the data we gather from Google Analytics, but the actual movements are not visible there.

For actual behavior analysis we use tools like Hotjar. These tools allow us to track every mouse movement and click of visitor. This provides us with essential information on works best and what does not. Finding out what works and why is no longer a  guessing game. Hotjar allows us to see all the hotspots and blindspots in a website and we can assess scrolling behavior. Based on these real-time recordings we can make significant improvements that can increase the conversion rate exponentially.

REAL-TIME REPORTING

Digital marketing allows for great transparency of results. We make use of that by providing real-time reporting to all of our clients. For every client we develop a tailor-made Google Data studio report that can be accessed at any time, anywhere. This tool gives everyone within the organization real-time insight into what is happening on the website and the campaigns that we run on Google Ads, Facebook ads and more. This way of reporting enables marketing managers to share and discuss digital marketing results with their team and board of directors whenever they need to.
It is not very difficult to understand the statistics, but very often we have monthly catch-up meetings with the managers to discuss changes, progress and a forecast, so we stay as aligned as possible with any business/market developments.

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