Marketing Conversion

What is a marketing conversion?

A marketing conversion represents the ultimate goal of a campaign. These are actions that customers take in response to a campaign, resulting in revenue as determined by the goals of the campaign. Examples include making a purchase, booking a trip, completing an application, opening an account, signing up for a loyalty program, or downloading an app.

Conversions differ from clicks or email opens as they directly contribute to revenue. Common types of marketing conversions include sales, leads, email sign ups, form completions, registrations, subscriptions, or visits to key pages.

Not all businesses track the same marketing conversions, and any action indicating customer interest or progress in the buying cycle can be considered a marketing conversion. While the ideal conversion is turning a visitor into a customer through a purchase, smaller conversions also play a crucial role in guiding visitors to becoming customers.

Conversions are also referred to as actions, events, goal completions, or leads.

Importance of marketing conversions

At its core, the primary function of a marketing conversion is to drive profitability. A successful conversion impacts a company’s bottom line. The revenue generated from these transactions forms the financial backbone of the business, allowing for growth and innovation. While sales conversions are often the ultimate goal, it’s essential to acknowledge the broader spectrum of marketing conversions that contribute collectively to financial success.

Calculating marketing conversions

Depending on the campaign or the organization’s goals, the conversion rate can be the percentage of user actions relative to total clicks on a digital asset or campaign. The generic formula is clicks / actions = conversion rate.

However, an e-commerce conversion rate formula could also look like this:

[# of conversions / # of website visitors] x 100

A higher conversion rate indicates a more successful marketing campaign, but rates vary widely by industry. The average e-commerce add-to-cart conversion rate is 9.36% across all industries.

Understanding the conversion rate–and how it changes over time and by audience segment and campaign– is imperative for evaluating the effectiveness of marketing strategies. It provides a quantitative measure of how well a campaign is resonating with the target audience. This metric aids marketers in making data-driven decisions to optimize their campaigns and improve overall performance.

Marketing conversion best practices

1. Optimize your website

One common reason for low conversion rates is poor website usability. Issues like unclear site navigation can impede users from finding the products they need. Creating relevant product names and ensuring logical categories and filtering can enhance the user experience.
Given that many consumers start their purchasing journey with a Google search, making products easy to find through search engine optimization is crucial. Optimizing product pages for SEO means having high quality images and ALT text, structured data for your products, and alluring titles and meta descriptions.
With the widespread use of smartphones, mobile optimization is a necessity. Ensuring that all elements of content are responsive and display well on screens with different resolutions are essential for capturing a mobile audience.

2. Engage with the audience you want to reach

Running re-engagement campaigns is effective in combating low conversion rates. Using targeted email marketing campaigns for inactive users helps refresh relationships while removing those who remain unresponsive to maintain a clean mailing list.
Implementing personalization in marketing efforts enhances relevance. This involves tailoring emails to address specific problems and employing behavioral segmentation for more personalized interactions. Traditional marketing segmentation is based on common characteristics and demographics such as age, gender, and geography. Behavioral segmentation further improves content relevancy, catering to customer preferences such as buying history, browsing behavior, etc.
Utilizing advertising platforms like Google Ads and Facebook Ads with detailed options helps reach specific audiences. Marketers can also send specific customer segments from their data warehouse to key destinations such as Facebook, Instagram, YouTube, and more to reach them on different channels.
Retargeting and re-marketing strategies increase the chances of generating conversions. By displaying ads relevant to users’ search queries and behavior patterns and/or by sending follow up emails, these approaches keep the brand in the users’ consideration, potentially leading to conversions.

3. Build a trustworthy brand image

Beyond usability and targeting, building a trustworthy brand image involves creating high-quality content. Craft persuasive copy that explains why products are worth purchasing and include clear calls-to-action and accurate product descriptions for converting visitors into customers.
Adding social proof in the form of positive feedback and reviews on the website helps dispel doubts for hesitant customers. Positive testimonials build trust and confidence in potential buyers.
Representing a company on various marketing channels such as email, SMS, social media, and more ensures a broader reach. Choosing channels relevant to the target audience enhances the overall effectiveness of marketing efforts.
Maintaining a consistent brand voice and ascetic across channels and campaigns makes the brand more recognizable and shows customers that the company takes their brand image seriously.

4. Automate Your Processes

Automation in email marketing includes emails alerting customers when items are back in stock, sending exclusive rewards and coupons to loyal customers, and cart abandonment emails. Marketing automation platforms like Klaviyo facilitate the automation of various trigger emails.
Implementing chatbot marketing for 24/7 coverage, makes support team tasks more manageable. Chatbots assist users with tasks such as booking a hotel room or pointing customers to the size guide, contributing positively to the overall user experience and guiding them down the sales funnel.
Push notifications are an effective way to inform the audience about new offers and brand-related news. These notifications serve as timely reminders and contribute to customer engagement.
Initiating flash sales or sharing coupons through SMS marketing encourages audiences to make purchases then and there. SMS marketing provides a direct and immediate channel to communicate with potential customers.

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