Did you know only 22% of companies are satisfied with their conversion rates? If you’re in the majority struggling with leads, sign-ups or responses, you’re not alone.
“I need more leads.” “We want more sign-ups.” “Why aren’t people responding?”
These concerns are common at Zoe Marketing & Communications. Here, you’ll gain eight total insights into improving conversions — and clear next steps to learn more.
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4 tactics to improve conversions
Clarity, testing, efficiency and understanding your audience all play a role in boosting conversions. These four methods help build a strong foundation.
1. Lead with value
What does your ideal customer want? Identify their “pain points” and provide something valuable to help them.
- Make your ad or email instantly communicate that you understand their needs better than anyone.
- Offer a free, high-value resource (PDF guide, checklist, etc.) in exchange for their email.
- Avoid generic offers. Make your lead magnet hyper-relevant to your audience.
2. Embrace A/B testing
Test different variations to see what resonates. Try different messaging styles:
- Emotional: Tug at feelings, empathy or urgency.
- Rational: Provide logic, data or problem-solving.
- Worried: Tap into FOMO or scarcity (e.g., “Limited spots available!”).
Run tests to see which messages convert best, and track how many visits it takes to get one conversion.
3. Develop email ‘workflows’
Once you have email addresses, nurture leads through a well-planned sequence.
- Focus subject lines and content on emotions (e.g., excitement, fear, trust).
- Use personalization tokens to include names where possible.
- Keep emails concise and action-driven — make it clear what you want them to do next.
4. Use website surveys strategically
Surveys can be a goldmine for insights, but they must be well-timed.
- Ask about their pain points. Example: An orthodontist might ask, “What’s your biggest concern? Cost? Invisalign vs. braces? Convenience?”
- Integrate surveys into email workflows. Send after a month or two, when prospects are more engaged.
- Keep surveys brief. The fewer questions, the more likely people will complete them.
4 ways to improve landing page conversions
Once people are sent to your landing page, these four strategies increase the chances they’ll convert.
1. Prioritize site speed
Slow load times kill conversions. Anything over 3 seconds can lose 20% of visitors.
- Check your load speed with PageSpeed Insights.
- Optimize images, enable caching and assess any hosting speed issues.
2. Understand traffic sources
Visitors from different platforms have different mindsets.
- Google searchers are actively problem-solving, making them more likely to convert.
- Social media users are distracted, meaning you have just seconds to grab their attention.
Tailor your messages based on where visitors come from.
3. Deliver a clear, compelling message
Your landing page should match the ad that brought them there.
- Consistent branding: Colors, headlines and visuals should align with your ad or email.
- Concise, impactful copy: Focus on pain points, possibilities and action steps in a few short sentences.
4. Experiment with video
Video builds trust faster than text alone.
- Use short, engaging videos (15-30 seconds; 1 minute max).
- Create personal connections. People prefer doing business with those they trust.
- Try Vidyard or other simple tools. High production value isn’t a must; authenticity is.
Next steps for optimizing your conversions
Conversions are all about the details. Here, we covered four core tactics to drive conversions — and four more ways to improve the all-important landing pages you’re sending people to.
Looking to increase your conversions? Talk to us. Zoe Marketing & Communications has experience helping businesses get better leads and results since 2020.
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