Before carrying out any marketing, you need to make sure that your offer actually converts.
“Converting” just means getting someone to take the action you want them to take, whether that’s filling in an enquiry form, downloading a resource, or purchasing your products.
If your offers aren’t converting, any marketing activity will leave you throwing money at an unsolved problem.
The words you use to sell are gold when it comes to marketing.
The most effective marketing teams work together with sales teams to learn the words that convert so they can be used in marketing material.
If you already have an offer that converts, then the next step is to clarify your conversion rate.
This is the percentage of users who visit your website or sales page and are taking action.
For example, if 1,000 people reach a lead generation page on your website each month and 50 sign up with their email address, you have a conversion rate of 5%.
When you know the conversion rate of your offer, you’re able to plan your marketing effectively.
Using this sma eexample, if your page has a conversion rate of 5% and you want to add 1,000 new leads to your business, then your marketing needs to bring 20,000 people to your website while maintaining your current conversion rate.
But what if your web page isn’t converting?
When your website isn’t converting, there are two possible reasons:
- You either have a traffic problem
- or there’s an issue with your offer itself
In terms of website traffic, you need to have sent enough visitors to your offer page for you to test to see if your offer converts.
A good rule of thumb would be that at least 1,000 people have visited the page.
Looking at your analytics and any conversion data (leads, signups, sales), you can clearly see if those 1,000 people took action.
If your conversions are less than 1-2% or there aren’t any at all, then the problem is likely with your offer.
(if you’re not sure how to get these numbers, ask your SEO agency or Google Ads team for help).
When it comes to your offer, we’ll assume that you’ve already established that there is a market or interest from your target audience for your specific product or service.
So, we need to examine how you’re presenting your offer.
To do this, take a good look at your page from the eyes of a potential customer.
Are they able to easily understand what you’re offering them?
Does it make sense, and is it something that they will stop to read further?
From a testing perspective, you should test different headlines, text copy, images, videos and even colours on the page.
Each of these tests should be for one specific element at a time. For example, you might test an alternate headline.
This would be known as an A/B split test.
The split test is carried out with two versions of your page.
You can use a tool like Split Hero to show visitors different versions of the page.
Some will see the ‘A’ version, and some will see the ‘B’ version. The software will track visitors and conversions.
At the end of the test, you’ll see which version of your page had the highest conversion rate.
This page generated the most leads or sales for your business.
Now that you’ve made an improvement, you can save that on your offer page.
If needed, you can look at further elements on the page to optimise it fully.
But what if your page hasn’t had 1,000 visits or your offer is new?
You can use paid ads through Facebook, LinkedIn, Twitter or Instagram to drive traffic.
Before committing to any long-term marketing campaign, you can use simple ads to send people to your offer page.
It’s a low-cost process that can get you the needed data for less than $200.
Once you’ve confirmed that your offer converts, it’s time to ramp up your marketing and work with your web design agency to scale your results.
