5 Key Insights on How Conversion Marketing Works

The grail of marketing is conversions — getting your ideal prospect to take action and become a customer. That action can vary:

✔ A sale or lead
✔ A registration or form fill
✔ A click to your website
✔ A downloaded resource

Yet converting prospects is tough. At Zoe Marketing & Communications, we’ve seen that understanding conversion marketing makes all the difference.

Here are five key insights to help you get better results.

5 top things to keep in mind about conversion marketing

1. What a ‘conversion’ really is

Conversions aren’t just sales. Other valuable actions include:

• Website visits (interest captured)
• Email sign-ups (contact info exchanged for value)
• Time spent engaging with content

Very few people buy immediately on first contact. Most take time. Your goal is to move them from strangers to engaged prospects.

2. Why conversion rates are ‘low’

Expectations matter. On landing pages, a 9.7% conversion rate is considered good. But why do 90% of visitors not convert? Usuall,y it’s one of these reasons:

• They don’t want or need it
• They don’t see the value
• They’re not ready to buy
• They have hesitations

Impulse buys are rare. Most prospects need time — or more information — to commit.

3. Why conversion marketing costs more

Higher conversion rates require investment in:

• Market research to understand your audience
• Targeted, high-quality content for ads, emails and blogs
• Consistent branding and design to build trust
• Performance tracking to optimize campaigns
• Remarketing ads and emails to reengage prospects

One key metric? Customer lifetime value (CLV). Understanding CLV helps you decide how much to invest in conversion marketing. (Learn more about this in our budget-setting blog.)

4. Why conversions don’t replace awareness marketing

Conversions rarely happen without brand awareness. People buy from brands they recognize and trust. Exceptions?
✔ If you have a big budget and low-cost products (think Amazon)
✔ If your business is brand new and needs quick volume

But long-term success requires a mix of awareness, conversion marketing and retargeting tactics.

5. What to do with your conversions

Once someone converts, act fast:
✔ Deliver what they signed up for immediately
✔ Confirm registrations or purchases ASAP
✔ Follow up quickly — within 5-10 minutes, response time matters

Long-term, two key strategies boost conversions further:

• Remarketing: 50% of visitors take no action. Use remarketing ads and emails to keep them engaged.
• Nurturing: Most prospects take 4-6 months to buy. If they say no now, keep in touch with helpful emails to stay on their radar.

Next steps for quality conversion marketing

Conversion marketing takes time, investment and patience — but it’s a key part of a well-balanced strategy.

Need help boosting your conversions? Talk to us here at Zoe Marketing & Communications. We’ll refine your approach for better results.

Still exploring? Check out these guides:

• Ways to improve your conversion rates
• Key types of digital marketing conversions