The foundation for conversion marketing
It is important to consider that even a small mistake at any stage can reduce conversion. Let's give an example of a mistake made at stage 3. Buyers of your online store actively add items to the cart, but then do not buy the goods. The reason may be too inconvenient navigation and an unclear interface. It seems that the user expressed a desire to make a purchase, but could not understand how to do it. A more experienced person can solve the problem themselves, but some part of the audience will simply leave the marketplace.
How to act in this situation? The solution is to optimize the process of paying for the goods, that is, to make the purchase fast, clear and convenient.
It should be taken into account ios database that the higher the level of user communication with the site, the better. For continuous monitoring of web resource parameters, you can use services such as Yandex.Metrica or Webvisor. Many identified problems can be quickly mitigated.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
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2 principles of conversion marketing
Conversion marketing is used to work off the negative attitude towards a specific product or to renew the waning interest of customers. Much depends on the specific area of business, but there are two main principles of conversion marketing.
Provide feedback to your target audience
One source of low conversion is trying to promote a product to indifferent users. This happens when a company has a vague sales pitch or is targeting an outdated customer base.
Here are some useful recommendations for building interactions with interested contacts and maintaining feedback at an acceptable level:
Conduct periodic reactivation events. Influence the loyalty of passive users by sending out mailings. Maintain communication with the contacts who responded and remove from the database those who did not respond in any way.
Conduct market segmentation. Combine buyers with similar characteristics (gender, age, education, etc.) into groups. To increase the relevance of content, analyze the reactions of segments to a product or service.
An example of market segmentation
Use personalization. Generate attractive offers and help the user solve specific problems. Avoid sending impersonal letters, address the client by name, using the available opportunities to study his behavioral reaction.
Using targeting. For these purposes, it is convenient to resort to the help of specialized online advertising services.
Remarketing Application: The tool increases lead generation by displaying ads that are targeted to users’ search queries and their behavior on websites. Another important feature is the repeated display of advertising banners and messages. You can customize the viewing of these ads using a tracking pixel or a JavaScript tag.