The Path To Conversion

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15 min read

Conversion rate optimisation in business

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In the Beginning of Times...

In ancient times, when business practices ruled the world and conversion optimisation was just a myth the high priests would preach to young impressionable minds, only a select few chose to believe in the extreme effect it was having on the exponential growth of business.  

Relating priests in the dark ages preaching to young impressionable minds to businesses and brands in the present

The rich nobility were wary to relinquish their age-old knowledge, however, the time had come in which they could no longer withhold it from the seekers of truth, bright passionate youths with a thirst for knowledge. Their ambition shone brightly, lighting the way to a new age of business prosperity.

Now we are the priest...

Back to the present, times are moving quickly but age-old knowledge still holds true. Times have changed, technology is rapidly advancing but people still remain the same as always. We can learn a lot from our predecessors and here at Social Media Solution we have studied and experimented with a mountain of different methods and strategies to pinpoint what works and what doesn’t work and we know exactly what it takes to grow your business, increase sales and start living the life of your dreams.

So if you’re ready to learn the secrets of conversion optimization, let’s jump into it…!

Let's get started...

a blog called The Path To Conversion blog written by Levi Sims

First things first, what is a conversion?

You’ve probably heard this term a lot if you’re business savvy, but just for the sake of clarity I’ll spell it out for you…

“A conversion is successfully getting your visitor to complete a desired goal, such as filling out a form or making a purchase “

Therefore, conversion rate is the percentage of total visitors that convert.

Now, if you’re reading this then you want to increase this number, yes? More conversions lead to more profit after all.

So if you increase your conversion rate naturally you’ll have more money to invest into the growth of your business, isn’t that awesome?

And the best part is, these simple steps are easily implemented into any business, with just a few targeted tweaks you can dramatically increase your conversion rate!

Step One - User Experience

improving user experience included in the blog The Path To Conversion blog written by Levi Sims

When someone clicks the link to your site, wherever they may come from, be it a Facebook ad, search engine, social media etc. They will have a certain expectation that needs to be fulfilled, they are searching for something specific.

In order for that visitor to convert you need to make their experience as easy and intuitive as possible, while providing immediate value and relevant information. They need to feel like this is the solution they have been looking for, like they’re in the right place, otherwise they’ll click that big X at the top of the page and you’ll lose them forever.

The way you set up your landing page after that first click is vital for whether or not you get the conversion.

Have you tailored these elements to your potential customers expectations:

•  Main Headline and Sub-Headline

• Image/Video

• The benefits of your offering

• Social Proof

landing page explanation included in the blog The Path To Conversion blog written by Levi Sims

Eliminate any confusion.

If your visitor resonates with your information and offerings, if it’s what they need, then you can be sure they’ll convert into a lead or sale and be happy to do so.

To achieve the most fulfilling user experience you must make that experience as intimate and personal as you can… On to the next step!

Step Two - Brand Messaging

brand psychology give people what they want included in the blog The Path To Conversion blog written by Levi Sims

Human beings love feeling included, part of a group, this is basic human nature. You can use this to your advantage.

Create a meaningful connection with your audience, you want to build trust and loyalty. Loyal customers equal more returning customers, happier customers.

A great way to create a connection between your customer and your products or service is to create a sense of perceived exclusivity or “rarity“!

Make them feel special, like they’re part of a secret society in which these amazing offers are concealed from non-members. Make use of tools like countdown timers and one time offers.

Make them feel that you understand them, that you have been through whatever problems they’re facing and have come out the other side with new knowledge and the solution they have desperately been searching for.

In order for you to create a brand connection immediately, your content should reflect exactly what your visitor desires and that brings us to the next step…

Step Three - Focused Content

simplifying your website and funnel to remove unnecessary distractions included in the blog The Path To Conversion blog written by Levi Sims

It is an all too common mistake to add too much information, too many images or videos and too many unnecessary distractions to your landing pages and websites.

Most people believe the more information and content the better, but that couldn’t be further from the truth. The only effect this will achieve is confusing and intimidating your visitors.

The more walls you put up between your visitor and your desired goal for them, the harder it will be to convert them.

Make it a priority to hyper-focus your content, only add what your potential customer is looking for. Put yourself in their shoes and ask yourself:

Is this relevant?

Will this propel them forward?

Take a look at your content and make sure it is focused on the visitor, this is all about them and their needs and desires.

Take out or rethink content that doesn’t lead anywhere, you want an interlocking systematic machine to drive your customers forward so that they can reach their desired destination as smoothly as possible.

Step Four - Post-Click Strategy

What happens after the click through from the ad included in the blog The Path To Conversion blog written by Levi Sims

What happens after the click?

You need a solid strategy in place of course.

 These days, the average attention span online is seven seconds… What? So you only have seven seconds to convince them that this is what they’ve been looking for.

Naturally, after your visitor clicks that link the first thing they’ll see on your website is your amazing headline. Make it a good one.

You’ve got one chance, one opportunity to grab their attention and send them on their way to becoming a paying customer, will you take it?

After you’ve hooked them with the headline they’re caught in your web, you’ll want to provide an awesome picture or video that’ll convey the right feeling and really tie everything together nicely.

Outline the three main benefits in as few words as possible, keep it short, you don’t want to lose them now.

Add testimonials for credibility, build trust, remove all doubt. Slap a prominent CTA (call to action) button in the center of it all.

If you play your cards right and everything syncs up into a nice, neat, simple package you’ll have them hooked, it’ll be impossible for them to say NO.

Keep it simple, make it easy and intuitive, and you’ll have waves of customers lining up to get a slice of that pie!

Step Five - Targeted Conversations

targeting your brand message included in the blog The Path To Conversion blog written by Levi Sims

If you have a visitor to your website, chances are they were searching for something specific, right?

Let them know they’re in the right place, at the right time and that it’s the perfect product. Fulfill their desires, satisfy their expectations!

If they’re coming from a Facebook or Google ad make sure your landing page is cohesive. Again, make it as specific and targeted as you possibly can.

If they go to your page after clicking on an ad for, let’s say, a toilet brush, and they end up on a page for a brush for a horse’s mane and tail, they’re going to be pretty confused, right?

Okay, bad example but you get the idea…

Make them an offer they can’t refuse. If your offer aligns with what they are searching for of course they’ll be more likely to buy.

Step Six - Reactive Pages

optimisation of webpages and how it affects people's decision to take action when visiting a website for the first time included in the blog The Path To Conversion blog written by Levi Sims

Remove all distractions, tear down the walls between your visitors and the path to conversion.

Everyone has a mobile phone these days, so the question every aspiring master of conversion should be asking is…

Have you checked it on mobile?

You can make the most amazing landing page or website but when someone accesses it on their mobile phone during their lunch break just trying to buy a new toilet brush, suddenly your amazing website looks like ****!

You’ve just lost yourself a sale

Test your websites on different devices, look for any bugs and sort it out. You’d be surprised how many businesses haven’t optimized their websites for mobile phones.

You want the best experience possible for your visitors. Testing is so important for success, which brings us to the next point…

Step Seven - Testing

The importance of testing every element on a webpage included in the blog The Path To Conversion blog written by Levi Sims

So you’ve created some focused content, you’re driving visitors to you landing page.

Maybe it’s working great, perhaps it’s not working at all. Regardless of whether or not you’re getting conversions you can always, no, you should always be testing everything.

Unless your conversion rate is 100% (which is great to strive for but ultimately, near impossible to achieve), you can always improve your content by testing, experimenting and gauging the results!

My man Russel Brunson (founder of ClickFunnels) has perfected the art of the split test. Running side by side tests on your landing pages, changing one element and determining the winner.

Try them out for yourself, you’ll be surprised at the results.

By implementing a consistent testing strategy into your business, you are already ahead of 67% of your competition.

proven data research on how often companies test landing pages included in the blog The Path To Conversion blog written by Levi Sims

Anything that could affect your visitors decision is worth testing.

With each test you are one step closer to maximum conversion and a high-converting landing page means a lot more profit and a lot more growth.

Even a small rise in your conversion rate can drastically increase your sales.

Step Eight - Quality Score

google adwords quality score included in the blog The Path To Conversion blog written by Levi Sims

It’s a known fact that Google takes into account landing page relevance when calculating Quality Score.

According to Google, landing page experience is evaluated based on:

  • Relevant Content (determined mostly by the presence of keywords on the page), useful and original content
  • Transparency and trustworthiness
  • Ease of navigation
  • Load time
  • Encouraging visitors to spend time on your site

You need a good Quality Score as it can boost your Ad Rank, your resulting Search Impression Share, and will help your ads get seen more often.

Higher quality ad experiences can lead to lower prices and better ad positions.

Convey the exact same message from your ad to your landing page. consistency builds trust.

It’s a good idea to consider where you may need multiple landing pages for communicating different aspects of your offer or business.

Quality Score is something you’ll need to monitor over time, and there’s no exact science to it. Google checks frequently, but it may be a few weeks until you see your landing page changes influence scores.

Step Nine - Post-Conversion Strategy

post-conversion strategy included in the blog The Path To Conversion blog written by Levi Sims

So what’s next…

As marketers we focus a lot on getting customers in the door, however, equally important is laying a solid foundation for an ongoing relationship that continues to generate profit after the initial sale.

This is well worth your time as after people have invested time, trust and money into your business they’re more likely to respond to secondary offers.

It’s all about focusing on lifetime value.

Keep the focus on customer service, make sure your products or services are high-quality, display that you care.

Anything that shows that you’re going out of your way to improve their day will inevitably end up influencing your customer’s lifetime value in a positive way.

Exceed their expectations and you’ll have extremely happy customers, and lots of happy customers builds your social proof.

More social proof means more customers.

It’s also a lot easier to incorporate upsells into your offers for existing customers.

Once they’re in the door, you can send them targeted email sequences with special offers and the like to keep them interested.

Most importantly after conversion, you’ll want to ask your customers for feedback.

This is one of the best ways to gather data and improve your products or services.

As a business you are responsible for nurturing each stage of the customer life cycle, including the initial conversion.

Being aware of the customers experience post-conversion is fundamental to improving your customers lifetime value.

Conclusion

graph demonstrating higher conversions included in the blog The Path To Conversion blog written by Levi Sims

Well that about wraps it up…

If you go through each of these steps and implement them into your business I’m sure you can achieve great things, however, keep in mind we’ve only scratched the surface here.

We will dive deep into each of these in the future, so stay tuned.

Below is a free PDF sheet I have put together just for you! Each of the steps are conveniently laid out for reference. 

If you master these steps you’ll be one step closer on The Path To Conversion!

Social Media solutions email and phone number included in the blog The Path To Conversion blog written by Levi Sims

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The Path To Conversion Cheat Sheet

Preview of a downloadable PDF document that includes a summary of The Path To Conversion blog written by Levi Sims

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Levi Sims

Levi Sims

I'm Levi

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