In the game of Internet marketing, increasing the amount of traffic from qualified searchers is only the first step in a successful search engine marketing strategy. The most telling benchmark of a successful SEM strategy is the number of conversions that come from your SEM efforts.
All companies have different online objectives and different definitions of what a “conversion” is. For some companies, a conversion is a sale on their ecommerce website. For others, the conversion is collecting an email address or a phone number so they can add them to an email list. For some companies, simply getting a website visitor to contact them for more information on their product or service is only the first step and that visitor is only just entering the conversion funnel.
No matter what your definition of a website conversion is, Internet marketers and website design teams alike have been brainstorming new ideas and split testing marketing pitches on their clients’ websites in an effort to increase their clients’ conversion rates and, in turn, their return on investment. This practice of Website optimization is called Conversion Optimization.
One widely used ways that Internet marketing firms have been optimizing for conversions is offering a call to action via a “giveaway” or something of value to entice website visitors to convert. Below we give 3 examples of giveaways that help increase website conversions:
Who doesn’t like discounts on things they purchase online? Ecommerce marketers have used discount or coupon codes to entice website visitors to make a purchase for years.
The site visitor gets a certain dollar amount or percentage off their order (or an item) by typing in a specific coupon code that is tied to the offer. This is still a tried and true method of converting visitors into sales and is a great way for ecommerce stores to increase conversions.
Free eBooks or Whitepapers
Offering a free eBook or Whitepaper in exchange for a web user’s email address is a common and effective conversion optimization technique.
The user is far more inclined to submit their contact information if the eBook or Whitepaper provides valuable information or takeaway points that will benefit them.
In turn, the person offering the free eBook or Whitepaper gets the go-ahead to add the user’s email address to his email list, where he can market more information, deals, services, etc. to that person while they are on the list. If done well, the eBook also provides more credibility to the website owner giving it away, because they are offering their knowledge/expertise to web users that will benefit them – in a hard copy format.
Free Advice or Consultations
Expert advice is something that all consumers covet when deciding on making a purchase. One website conversion optimization technique that companies use is offering a free consultation on their product or service offering if they reach out and contact that company through the website.
Such is the case for an SEO strategy firm offering free SEO assessments of a potential client’s website or offering a free quotation for their services.
There’s no obligation to the website visitor, but there’s a greater chance of the visitor converting into a sale/client because of the free information that the firm gave that visitor. It helps build trust and rapport with the visitor and ultimately leads to higher rates of conversion.
Feel free to leave your website conversion optimization strategies below in the comments section. Thanks for reading!