They represent the mechanism that unites all the tactics implemented, because they allow us to observe how the initiatives impact the buyer persona, as they progress through the buyer’s journey and the marketing funnel.
In this article, we tell you why conversions are a key part of Inbound Marketing and how to create a conversion path that delivers good results.
The importance of conversions in Inbound Marketing
When we talk about “conversion” we refer to the moment in which a website visitor performs a desired action.
Conversions are not just about the sale itself. Ideally, they should occur throughout the visitor’s lifecycle and provide value at each stage, not just at the start or end point.
In this sense, they help to understand the audience, since they help to gather information about potential leads and recurring customers who cayman islands phone number library interact with the content of a given site. Only by understanding the preferences of visitors is it possible to enhance their experience, offering them human, useful and comprehensive interactions.
On the other hand, the data generated by conversion analysis allows organizations to evaluate the effectiveness of marketing actions, content strategy, and lead nurturing efforts, among other initiatives.
They help to make informed decisions
Eliminating speculation. Because, after all, numbers don’t lie.
Finally, by providing insight into visitor interactions, conversions also foster creativity, leading marketing teams to design different strategies to achieve the execution of a particular action.
For example, traditional landing pages or direct conversions found in blog posts are valid resources. However, to boost organizational growth, they may your team might need themcompany require some updating, or include direct or contactless conversion paths.
At this point, it is essential to consider that the way in which users choose to interact is not static, but evolves along with technology and that, at the same time, the proper execution of a conversion strategy must contemplate personalized experiences.
The key is to experiment with different formats and tools to find the most effective types of interactions and conversion points for each buyer persona.
4 steps to create an effective conversion path
Conversions allow you to analyse the progress of a strategy focused on Inbound Marketing, helping to ensure a comprehensive connection with the online audience. But how can you make them effective?
By putting in place a strategic conversion path philippines numbers that guides website visitors and helps them engage with all the content available to them.
Step One – Generate Recognition
It all starts with recognition, that is, with the inclusion of an element that attracts visitors to an offer.
This can be a form that appears in a window or pop-up, a colorful button, or a chat icon.
Regardless of which one is chosen, it is necessary that the tool makes it clear that the company has the experience or knowledge necessary to respond to what the visitor wants to resolve.
Step Two – Determine the End Point
What goal do you want to achieve with your conversion strategy? The answer to this question will determine the success—or failure—of your initiative.
One possible alternative is to include a one-step conversion by placing, for example, a button with a call-to-action that directs visitors to a downloadable file.
Another possibility is to design a path with several stages, in which the user must complete a series of phases to reach the final objective.
There is no right or wrong choice. The key is to identify the ultimate goal and the most important action the user must take to achieve it.
Step 3 – Map out the conversion path
Now that you’ve determined your starting point and end goal for conversion, it’s time to design the path that connects the different parts of this model and creates a seamless experience.
While landing pages can be a good alternative, there are also other methods such as live chats or messaging apps. Don’t be afraid to experiment with different solutions until you find the one that best suits your buyer personas .
Step Four – Analyze the Route
Once you’ve implemented your conversion strategy, you need to analyze its performance. Is the number of visitors in line with the number of conversions you expected? Are there users who are getting lost along the way?
Evaluating the results allows us to understand the weak points and areas for improvement of the initiative and, at the same time, provides the possibility of making decisions aimed at its optimization.