How to Improve Online Conversions in 2020
When you’re running a business, whether it’s online or brick-and-mortar, the ultimate goal is making sales. You want a profitable business and you have to combat enormous competition and short attention spans in the digital era.
To boost your conversion rates, you have to understand the customer experience, and you have to pair that understanding with the right technology.
The following are some tips to improve your online conversion rate in 2020.
Conversational marketing using tools like a Facebook Messenger bot should be an essential part of your strategy right now.
Conversational marketing means you’re going to where your audience is—social media. There, you are improving your conversions through the implementation of one-on-one conversations at that point of the highest intent level.
Focus on running click-to-messenger campaigns so that you can turn those messages you receive on social channels into sales.
Along with improved conversion rates, when you use conversational marketing on social media, you can also see lower acquisition costs and build customer loyalty through relationships.
The idea of using a chat feature in your marketing is a bridge between your product images and descriptions and the personal needs of each of your potential customers.
The idea of personalization is touched on a bit above with conversational marketing, but personalization should extend to every aspect of your digital marketing strategy.
Some digital marketing gurus describe 2020 as the year of hyper-personalization.
It’s much easier for even small businesses to implement hyper-personalization because of technology.
For example, you can combine machine learning and artificial intelligence in a scalable way to deliver a targeted shopping experience.
To employ hyper-personalization techniques, you need to be able to gather and then analyze and properly use data from all stages of the customer journey.
This includes not only at the top of the funnel, but all the way through to the post-purchase experience.
With hyper-personalization, the bulk of your work should go into understanding trends based on data and then providing a relevant experience based on behavior and intent data.
You also have to keep in mind, however, that you need your customers to trust you with how you use their data and how you market to them. Always be transparent and upfront about data collection and usage.
Don’t Wait for Perfect Content
Sometimes we think that before we can publish or post content, it has to be perfect, and perfect is the enemy of done. It’s better to post content before anyone else, rather than waiting until you feel like it’s perfect but then having competitors beat you to the punch.
Invest In Images
Even though it’s 2020 and digital marketing certainly isn’t new by any stretch of the imagination, there’s still an issue that could be plaguing your conversion rates—low-quality images.
It sounds simple, but so many businesses don’t take the time to invest in quality images, and it hinders their conversions.
Your photography needs to be so beautifully done that it shows even the smallest details. There’s no room for ambiguity.
A good guideline is to think about what your photographs would look like if they couldn’t include written product descriptions. How much detail would you then want your photos to show?
A/B testing is one of the tenants of digital marketing and your website conversion strategy.
You may not even realize how much the impact of even the tiniest change can impact your conversions.
You should always be testing and making small tweaks.
Build Out Your Customer Reviews
The idea of trust was mentioned above, and customer reviews are another way to develop a sense of trust and give your website visitors the confidence they need to make a purchase.
Along with encouraging and asking for reviews, let customers include their own photos. You can also ask customers for testimonials, perhaps even in video form.
Finally, take away the distractions. People have minuscule attention spans and if your site has too many distractions and you’re trying to pull your visitors in too many directions, it’s going to lower your conversion rate.
You want a site that’s clean, simple, and easy to navigate. Keep everything to a minimum as far as unnecessary distractions. Focus on what’s available and nothing else, and if you aren’t sure what’s most relevant on your site, you might think about using a heatmap.
A heatmap will show you what visitors are clicking on primarily so you can cut some of the noise that doesn’t draw much attention.