Category Archives: Conversion Optimization

8 Ways Inbound Targeted Campaigns Can Boost Your Conversion Rates

The primary difference between a website that does not perform well and one that is effective and is sales-focused, is the ability it has to turn an anonymous website visitor into a qualified sales lead. When it comes to conversion rates, the goal to increasing them is to ensure that your visitor’s attention is focused on what you want her to do and then provide encouragement so that she takes the desired action. If you have already developed an inbound targeted campaign – congratulations. Now you have to take steps to ensure that visitors actually convert.

Inbound targeted campaigns are a great way to boost conversion rate by showing tailored messages to existing visitors.

Here are eight ways that you can use your inbound targeted campaigns to boost your overall website conversion rates.

Number 1: Incentives for Non-Buying Visitors

If you have an e-commerce store, chances are that you are all too familiar with customers bouncing away before completing their purchase. Before you allow a customer to exit, you should ensure that some type of incentive is offered in an effort to get him/her to reconsider leaving. This may be an incentive such as free shipping or a discount on a purchase. The main goal will be to gather her email address so that you can communicate with her later and to try and encourage the sale. Even if the visitor decides not to make the purchase at that time, having collected her contact information gives you the ability to contact the potential customer, reminding her of why she visited your site in the first place.

Number 2: Provide Valuable Content

When you have searchable, valuable content on your site, you can feel confident that visitors will want to see what you have to say. Problem is that visitors are likely not to see much of your great content. A targeted campaign can offer them additional content that is relevant to their on-site behavior. For example a visitor who visited the “Laptop” area of an e-commerce site can get an offer to read the article “How to choose a laptop” in the website’s blog. If you are using Zoom Analytics it can done by adding the rule “Pages visited” to identify the visitors who saw pages in the “Laptop” segment.

You may also take this a step further. In addition to providing valuable information on your site, recommend other content that is similar to what you have published. Doing this will also likely provide you with link backs from the sites you are linking too, ultimately leading to more page views. The more people that visit, the higher likelihood that these individuals will become customers and complete the conversion process. Note that when providing outbound links you should always open the link in a new tab (mark “open in new window” checkbox).

Targeted inbound campaigns

Targeted inbound campaigns

Number 3: Lead Generation

When you have an effective inbound campaign for your website, you are much more likely to receive quality leads. When visitors become engaged and interested in what you have to offer, they will be much more willing to leave their contact information. This provides the opportunity to contact them at later times, offering additional products or services that they have expressed interest in in the past. If in-page forms didn’t capture the lead then be sure to show a targeted exit-intent popup before they leave. Make sure to exclude visitors who have already left their details before.

The key to gaining a quality lead is not allowing it to go cold. You have to keep visitors interested and engaged by regularly sending information regarding how you are different, what you have to offer and the benefits of your services or products.

Number 4: Create and Distribute a Newsletter

While getting targeted traffic can take time, when you have a successful inbound campaign, visitors and traffic you receive should not be ignored. If these individuals are not offered any type of new information, chances are they will not continue to be engaged. Creating and distributing a monthly or even weekly newsletter is a great way to keep them engaged while offering information about what is going on with your website. This can include new developments, new products or even some type of incentive to come back and make a purchase. The key is to offer value to these individuals that will keep them interested in what you have to offer.

Number 5: Implement Social Media

Once you have gotten visitors to your page, you need to keep them interested. What is one of the biggest, time consuming activities that virtually everyone participates in each day? That would be social media, of course. When you have visitors on your site, ask them to visit or like your social media presences. Be sure that you do not overly request this, and once they have liked your page, you no longer ask. Once they like your social media pages, you can provide further incentives and information that will increase the odds that they will convert.

Number 6: Utilize Re-Marketing Strategies In-Site

There is no question that re-targeting is a marketing effort that you should already use. However, rather than just off-site re-targeting, utilize the benefits of in-site re-targeting as well. This is when you pinpoint the interest that a certain visitor has and then utilize greeting bars or call-to-actions that highlight that product, service or other interest that a visitor may have. This is one of the most effective ways to ensure that a visitor actually converts. When a visitor receives a customized message, she will feel special and important, which will make her much more likely to make an actual purchase. Custom targeting like this can also be used on days that are determined to be more profitable for your website.

Number 7: New Visitor verses Returning Visitor Incentives

It may be a good idea to offer different incentives for new visitors versus returning visitors. Why? The answer is simple. When new visitors come to your site and see an incentive, if it did not get them to convert the first time, chances are it won’t work any other time that they visit, either. This means you need to have a set of different incentives for those returning to your site. While new visitors can all be presented with the same incentive, when they come back, it is for a reason and you need to show your uniqueness and what really sets you apart from the competition.

Number 8: Consider Different Sign-Up Processes for Desktop vs. Mobile Visitors

When people are using mobile devices to visit your website, chances are that they are not going to want to spend much time filling out forms. This means that you need a simple opt-in process for users that are on their mobile devices. Once you capture email addresses, you will be able to send additional messages reminding visitors to opt in for other information later on, when they are on their desktop or laptop. In addition to having an easy process for “opting-in” you should also be sure that you have a mobile optimized site. This will make browsing what you have to offer much easier, giving you a better chance of converting visitors.

When it comes to getting visitors to your website to convert it takes time and effort. One of the most difficult parts is creating the targeted campaign to begin with so make sure you use a dedicated tool that can make it simpler. Once this is completed, making the most of it is essential if you want to see real conversions – and profits – from your website. Using the tips here you can increase the conversions you have on your site, which will make your efforts worthwhile. There is no reason to let your time and money go to waste when it comes to your website. You have to make your value apparent by targeting your customers in ways that will appeal to them. Keeping this in mind will help you remain relevant to your customers and keep them coming back time and time again to see what new things you have to offer.

How To Target Visitors Based On Their Referrer

When attracting visitors and potential clients, you need to think about your target market’s needs on a focused and detailed level. The main purpose is to ensure that each segment will receive its own targeted campaign . Many websites reach global communities with the same offers and promotions, but if you wish to narrow down your campaigns it is really important to modify your strategy between Canadians and Americans, for example, or between users coming from LinkedIn and those coming from Facebook.

Referrer Options

Targeting rules

Targeting rules

In step 2 of your campaign creation — targeting rules — you can add the “referrer” option from the many choices that appear. For the purpose of this tutorial we have selected that this campaign will appear on all pages.

Show campaign on all pages

Show campaign on all pages

When you hover over the “referrer” with your mouse, you can see that it targets visitors from other referrers, meaning other websites. When you click on the “referrer” a box with several options will appear.

Specific URLs

Suppose that you have Canadian, as well as American or European clients. You have a campaign that won’t apply to Canadians using Google.ca, but will appeal to the Google.com users.

Show campaign only to visitors coming from google.com

Show campaign only to visitors coming from google.com

You can specify in the matches section that only users that come to your site from Google.com will see your campaign. You can change it to any URL that best suits your needs. You can even use “Facebook.com” for only Facebook users. You can also add as many as you choose but remember that this option is for exact domain. In the list you will see list of exact referrers that have already brought traffic to your website.

Wider Audience

If you prefer not to limit your campaign to exact domains, you can choose keywords that referring websites will contain. Mark the ‘Contains’ checkbox and fill the string to look for in the referring domain.

Show campaign to visitors coming from any google domain

Show campaign to visitors coming from any google domain

In this example if you write “Google” then all Google users who visit your site will see your specific campaign regardless if they are using Google.com, Google.ca, Google.be, and so on. This will attract a wider Google audience rather than being tied to a fixed Google URL domain. This option is very useful for targeting visitors from websites that have several domain, such as Google (google.com, google.ca, …) and Facebook (facbook.com, m.facebook.com, …)

Preview Mode

Once you have chosen your referrer specifications, you can preview the campaign before publishing. In our example, this lead-generation pop-up will appear based on our rules.

Preview the campaign

Preview the campaign

 Editing Your Draft Campaign

If you find yourself having to log-out of your campaign for a few hours before you publish, you can easily find it again by looking under the “Drafts” section on the left-side. All work-in-progress campaigns appear in this list. Just choose the campaign and continue editing it.

Editing draft campaign

Editing draft campaign

Once you have finished your campaign and are satisfied with the preview, then all that’s left is for you to click “Publish.”

 

Mobile Conversion Rates VS Desktop – Why, What & How

Are your mobile users converting good enough?

This information is critical for every website owner to monitor.

There was a time when all website user statistics could be tracked based on visitors from one source. With the dependence on mobile devices, it has become a necessity to track mobile activity on your website and compare it to tablet and PC use -especially with respect to conversion rates.

You need to periodically track the conversion rates on each device that accesses your site. If mobile device conversion rates are significantly lower than desktop or tablet conversion rates, it may indicate a problem. Conversion rates are expected to be lower for businesses that require lengthy data entry or credit card information; but if the conversion goal is simply to obtain email addresses, then there shouldn’t be a discrepancy in conversion rates between mobile users and other devices.

From a recent report by Smart Insights it is clear that for e-commerce sites, mobile conversion rates are significantly lower. This happens while mobile usage for e-commerce is on the rise.

You should analyze each and every goal you have and segment the conversion rate by device to see if mobile conversion is significantly lower than desktop conversion. One simple way to do so is by using Zoom Analytics’ Segmentation. Just select the goal you wish to analyze (use the ClickWizard to define your goals), then segment by device. You will immediately see the conversion rate of each sub-segment for the selected goal. In the example below you can see that this particular website has significantly higher conversion among PC users for the goal ‘Contact’. Only 3% of mobile devices visitors had converted, while 8% of desktop visitors converted. This clearly indicates a problem with mobile devices that has to be further investigated and fixed.

Conversion rate by device

Goal Conversion Rate By Device

It is extremely beneficial to analyze and segment your website visitors by device, so that you can work on the weaker medium (which will most likely be the mobile device segment). Since mobile conversion rates may be a struggle for many business owners, here are some useful points to keep in mind.

Key issues

• iOS doesn’t support Flash– Flash-based elements on your website will be lost for iOS users. This is unfortunate since it creates a barrier for iOS conversions.

• Website design consistency — try to choose or modify your design with mobile devices in mind. Always check your website from several mobile devices to determine that mobile users are viewing a true reflection of your website design. Using a responsive design does not mean everything will work perfectly well.

• Check for JavaScript issues. There might be different behavior on different browsers, devices or operating systems, as they all have an affect on how the code runs on the device. The more sophisticated the website code is, the higher the chances it won’t behave exactly the same in all environments.

• Website speed — Although your design may look okay on mobile or tablet devices, the response time may vary from PC to mobile. Mobile devices are much faster than they were a few years ago but they are still not comparable to desktops, performance-wise.

• Different software versions — In many cases, the software version of add-ons and plugins that users have on their devices can affect your website’s quality and vary from version to version, as much as it varies from device to device.

• Regularly check your goals’ conversion rate with regard to device type and operating systems to ensure that new issues haven’t developed.

• Monitor device conversion rate over time. If you are using Zoom Analytics just select the ‘Trend’ view and you will see conversion rate over time for specific goal you’re analyzing.

What else can be done?

If you identified that mobile devices have lower conversion and there is nothing obvious you can do about it, you can offer them an incentive using a targeted campaign. You can use Zoom Analytics dynamic Greeting Bar to show a specific message or offer only to mobile device users. Sometimes a simple 5% discount coupon is enough. You can also suggest they leave their email and send them a link to their current spot in the conversion funnel. Then try and bring them back when they are using a desktop device by sending a link during working hours.

How To Identify Days with Highest Conversion Rates

Why you must know which day of the week has the highest conversion rate and how to leverage the data to optimize your website conversion rates.

Importance of conversion rate patterns

It is critical to incorporate tools that break down all of the data into simple, yet comprehensive graphs to ensure that your marketing efforts are beneficial.

Two possible ways to analyze your conversion rate data are:

1) Determine which days have the highest conversion rates

Once you set a goal for conversion — in this case the goal is registering on the site — you can segment the goal by day-of-week and then clearly see which day receives the highest conversion rates.

In the example illustrated in the graph below, Saturday yields the highest conversion rates, while Friday clearly displays the lowest conversion rates.

conversion-rate-segmentation-by-day-of-week

Conversion Segmentation By Day-Of-Week

In this case, you can focus your marketing campaigns to reach potential customers on Saturdays, since that is your most successful day. This is one way to interpret your data and can be measured over time. Always remember that the statistics may change and it is important to go back and do the analysis again every once in a while. Especially if you acted upon what you found in order to improve the overall conversion rate.

Another option for responding to the results displayed in the graph is to focus some marketing efforts to your Friday visitors with special deals using targeted campaigns. Entice them with free temporary subscriptions to your products and services, or free gifts for signing up for your newsletter. By targeting this specific segment you encourage them to convert, without affecting other segments or cohorts.

When analyzing this graph, you can see that simple segmentation provides a baseline for you to build on and modify your marketing plans if required.

2) Let the BI engine find meaningful segments automatically

The BI Engine can determine which days have the highest conversion rates, versus the highest number of visitors.

When comparing the two graphs below, you can see that although the number of visitors is highest on Mondays, the conversion rate is highest on Tuesdays.

BI-Engine-analysis-of-conversion-by-day-of-week

BI Engine Finds Automatically Cohorts with Low or High Conversion Rate

Most marketers would direct social media campaigns on Mondays, assuming that they would reach the largest audience and as a result, increase their conversion rates. Although visitors are extremely important, knowing what day your target market is in active mode, will lead to more conversions.

Zoom Analytics’ BI engine analyzes all the collected data automatically and finds cohorts that have high or low conversion. In this case the BI engine found that in the dimension of day-of-week there is a meaningful cohort – Tuesday is the most lucrative day for marketing campaigns. This tool aids marketers with analysis and strategies. In this case, since the BI engine suggests that Tuesday be the focus for additional campaigns, there are some strategies that you can implement.

Marketing strategies based on the BI Engine recommendations

  • Focus on increasing traffic to your site on Tuesdays through social media campaigns and paid ads
  • Saturday has the lowest conversion rate, so create an inbound campaign that targets viewers on Saturday by offering them special discounts, or free gifts for signing up for your newsletter
  • Offer your Saturday visitors the option of reminder emails so they can sign up later. This lets you try and convert them at later time
  • Engage Saturday visitors to further increase  your Tuesday conversion numbers

 

Website Visitor Conversion Rate Definition

Website Conversion Rates, SEO and Website Optimization have become overwhelming for many business owners. The pressure to attract traffic and unique visitors weighs on the minds of many, but website traffic alone is not enough. Companies are incorporating conversion strategies and measuring conversion rates.

What Is Visitor Conversion Rate?

A conversion rate or “visitor conversion rate” is a term used to define the percentage of website visitors who are “converted” from passive visitors into active visitors. It is the percentage of users who take a desired action. Passive visitors will read through your content and then leave. That’s it. Those who are converted into active visitors will either buy your product, sign up for your newsletter, sign up for your course, or click on links that you request. Converted visitors can be seen as visitors who achieve your website goals. When tracking visitors to your site, it is important to track the number of visitors separately from the conversion rates so that you can monitor your true website performance. Pure number of visitors, without conversion rate can hide the real picture.  The percentage of visitors who took action on your site is the conversion rate. If out of 100 visitors per day, two people were converted into active visitors by purchasing your product for example, then your daily conversion rate is 2%.

visitor-website conversion

Visitor website conversion

How to Rank Visitors

The most important thing is to remain consistent when analyzing your converted customers. You will have repeat visitors who may continue to purchase your product and therefore increase your conversion rate. But then you might also track your conversion rate based on unique visitors. It is okay to analyze both sectors, but it is critical that you separate the data in order to have true numbers. If all of your conversion rates come from repeat clients, then you must re-strategize your social media and marketing plans.

Frequency of Conversion Rate Analysis

This schedule will differ from company to company, but there are some guidelines. If you measure your conversion rates weekly, you may not obtain true numbers. If you measure your conversion rates once or twice a year, you won’t be able to correct issues since you won’t see conversion rates drop. The ideal frequency for monitoring conversion rates is monthly, but may vary depending on the nature of your business and number of website visitors. This will provide enough data in order to track your peak business times and catch low conversion rates in a reasonable period.

Why Conversion Rates are Important

Conversion rates are the single most important indicator of your websites’ performance. If your conversion rates are low, then you must analyze what went wrong. If you have a new website and conversion rates are just not increasing, then you may want to review not only your marketing campaign, but also your web site’s design. Is your design easy to navigate? Is it clear and concise? Does it have enough white space so that it doesn’t look busy and cluttered? These are areas that you will need to consider.

Tips on Improving Conversion Rates

• Publish unique content

• Have a clear message

• Offer free trials

• Provide a fair return policy

• Throw in a free reward for conversions

• Have a clean website design

• Ensure that your user interface is easy to navigate

How to Convert Bouncing Visitors? [EXPLAINER VIDEO]

Zoom Analytics’ explainer video on converting bouncing visitors. Usually 90%-98% of your visitors leave without converting. Most of them stay no more than a few seconds before they leave. Using a targeted campaign you can catch them while still in your website.

You can start with a generic one-size-fits-all campaign (e.g. “subscribe to our newsletter…”) but you will get better results by showing a different popup to different visitor segments. Focusing on segments that have low conversion rate and targeting them with a special offer. For example, if you see that visitors coming from Spain have low conversion, try showing them a popup written in Spanish.