Curious how websites get people to act? That's conversion marketing in action. It guides people on your website to take actions that benefit your business. These actions are called “conversions” and can include buying something, signing up for a newsletter, or downloading a file.
So, why is conversion marketing important? Simply having visitors on your site is not enough. The goal is to get them to take actions that move your business forward. For example, if you improve your website’s design and content, more visitors might sign up for your email list and learn about your products.
According to current statistics, the average conversion rate for e-commerce sites is under 2%. That means, out of 100 visitors, less than two make a purchase, but some industries, like health and beauty, have higher rates around 2.7%.
Others, like luxury handbags, have lower rates, like 0.4%. These differences show how important it is to use the right conversion strategies for your business.
What is Conversion Marketing?
As mentioned above, conversion marketing is all about getting people to take the next step. This could mean clicking a button, filling out a form, or making a purchase. It's not the same as ads that just tell people about a brand. Those ads are more about getting your name out there. Conversion marketing is more about action, as it asks people to do something right away.
This type of marketing works best when there is a clear goal. For example, if you want more sales or more people to sign up, you can plan for that.
And when these plans are in place, conversion marketing becomes even more powerful. It helps turn visitors into real customers, allowing your business to grow faster and get better results from its marketing.
What Are the Key Elements of Conversion Marketing?
Conversion marketing is about getting customers, but that’s not all it takes. To succeed, a few important things need to be in place.
1. Clear Call-to-Action (CTA)
A CTA leads visitors to the next step, like "Buy Now" or "Sign Up." It should stand out and use action words. For example, "Start Your 14-Day Trial, No Credit Card Needed" is more engaging than just "Sign Up." Testing different CTAs helps find the most persuasive one.
2. Landing Pages Built for Action
A landing page focuses on one goal: getting the visitor to act. It should have a strong headline, a clear message, and no distractions. Removing menus and using short forms keeps visitors focused. Testing different versions of your page shows what works best.
3. Personalization
When websites show content that feels made just for you, you’re more likely to pay attention and take action. This is called personalization. For example, if someone visits a website for the first time, they might see a special welcome message like “Get 10% off your first order!” This makes them feel noticed and encourages them to shop.
On the other hand, if a customer has already been to the site and added something to their cart but didn’t check out, the next time they visit, they might see a reminder like, “Don’t forget! Your favorite hoodie is still waiting for you!” This little nudge can help bring them back to complete their purchase.
4. A/B Testing and Data-Driven Decisions
Instead of guessing, compare two versions of a webpage to see which one performs better. This is called A/B testing. Regular testing helps identify strategies that lead to more sign-ups, clicks, or sales.
Right now, 60% of companies worldwide use A/B testing to draw an audience. Another 34% say they are planning to start using it soon. Using consistent A/B testing, businesses have observed an average increase of 25% in conversion rates. Over time, this method helps them figure out what works best to get better results.
5. Trust Signals
People want to feel safe before making a purchase. Displaying customer reviews, ratings, guarantees, or logos from trusted partners builds confidence. Studies show that 75% of customers are more likely to buy from a brand with positive reviews.
Also, 90% of consumers trust online reviews as much as personal recommendations, hence, including these trust signals encourages users to complete their purchases.
Understanding the Conversion Funnel
The conversion funnel is the path people take before they buy something. It has three main parts, which include top, middle, and bottom. Each stage needs a different kind of message to help people move forward.
Top of the Funnel (TOFU): Getting Noticed
This is the first stage, people have just found out they have a problem or need. They are looking for information but are not ready to buy yet.
The goal of top-of-the-funnel optimization is to help people learn something new and get to know your brand. They are not ready to buy yet, but they are curious and looking for information.
One good way to help them is by writing blog posts that answer their questions. For example, a gym could write a post called “Best Workouts for Beginners” to help new people start exercising.
You can also make short videos that explain things clearly. A makeup brand might post a video showing “How to Pick the Right Foundation,” which helps viewers choose what’s best for them.
Social media is another great place to share helpful tips and ideas. For example, a pet brand could post “5 Ways to Keep Your Dog Happy” to connect with pet owners. These kinds of posts make people trust your brand and want to learn more.
Middle of the Funnel (MOFU): Building Trust
At this stage, people are comparing different products or services. They already know what they need, but they are still thinking about which option is best for them. Your goal now is to show them why your product is the right choice.
To do this, you can offer helpful resources like webinars or live demos. For example, a software company could show how their app works in real-time, helping people understand how it can solve their problems.
Another way to build trust is by sharing customer reviews or stories. A food box company, for instance, might share a story of how their service helped someone eat healthier, giving potential customers a reason to trust the product.
You can also offer free downloads or guides. For example, a travel company could give away a “Top 10 Packing Tips” guide, providing useful information that brings people closer to making a decision. These actions help customers feel more confident in their choice.
Bottom of the Funnel (BOFU): Getting the Sale
Now, they are ready to buy. They just need one last push. Your goal is to make it easy and exciting for them to choose your product.
One way to encourage them is by offering a free trial or sample. For example, a skincare brand might give out free face cream samples to let people try before they buy. Another option is to offer discounts and limited-time deals. For instance, a clothing store could give a “20% off for new customers” deal to make the purchase more tempting.
Lastly, retargeting ads can help remind people who visited your site but didn’t buy. Showing ads to these potential customers might be just what they need to come back and make a purchase.
Conversion Metrics You Should Monitor
1. Bounce Rate
Bounce rate shows whether visitors stay on your website or leave. A high rate means they leave quickly and this could be because your site is slow, hard to use, or has boring content. To get more conversions, you need to keep people on your site longer.
2. Traffic Sources
It’s important to know where your visitors come from. If some sources, like social media or email, bring in only a few people, you might need to improve them. Try changing your strategy to get more visitors from those sources.
3. Interactions Per Visit
How visitors act on your site matters. Do they visit many pages? Do they stay on a page for a while? Do they leave comments? Tracking this helps you know what people like and where they might be getting stuck.
4. New Visitor Conversion Rate
This shows how well your site works for first-time visitors. If your new visitors convert into customers, it means your site is interesting and easy to use. If not, you may need to make changes.
5. Repeat Visitor Conversion Rate
Repeat visitors are important because they are more likely to convert. By checking this rate, you can see how well your site is keeping visitors interested enough to return and buy again.
6. Form Abandonment Rate
This shows how many people start filling out a form but leave before finishing. If the rate is high, your forms need to be simpler and faster to fill out. Fixing this will help more people complete the form.
Some Real-Life Examples
Conversion marketing has changed the game for businesses across different sectors. Here are some notable examples:
SaaS Provider: Dropbox
Dropbox motivates users to invite friends by offering extra storage space. When a friend signs up using your referral link, both of you get additional storage. This strategy helped Dropbox grow from 100,000 to 4 million users in just 15 months.
E-commerce Giant: Amazon
Amazon enhances shopping by providing time-sensitive discounts at checkout. These limited-time offers encourage customers to complete purchases quickly. Shoppers can find discounts of up to 50% on various products.
Service Platform: Airbnb
Airbnb's host sign-up page is designed for easy conversions. It includes a simple form with few fields, making it easy for potential hosts to join. The page also features testimonials from satisfied hosts, building trust and credibility.
Marketing Expert: Neil Patel
Neil Patel's blog posts often include downloadable checklists within the content. This approach provides value to readers and encourages them to engage further by offering their contact information.
Tools That Support Conversion Marketing
Here’s how some tools can help with conversion marketing:
1. Relevic
Relevic helps you personalize your website to match visitors' preferences and needs. It also lets you A/B test different versions of your website to see which one works best.
Features:
- Personalized website content for each visitor
- A/B testing to compare different versions of your site
- Intuitive drag-and-drop editor to easily create and manage campaigns.
Pricing: Plans start at $0/month for the Free plan, with paid plans beginning at $83/month.
2. Unbounce
Unbounce is a tool for creating landing pages that convert visitors into customers. Its offerings include AI-generated copy suggestions, dynamic text replacement, and customizable templates.
Features:
- Easy drag-and-drop builder for landing pages
- A/B testing to find the best page designs
- Conversion analytics to improve page performance
Pricing: Plans start at $99/month, with a 14-day free trial available.
3. Crazy Egg
Crazy Egg shows how visitors behave on your website using heatmaps and recordings. This helps you see where people click and where they don’t.
Features:
- Heatmaps show where users click
- Session recordings tell how people use your site
- Traffic analysis indicates areas for improvement
Pricing: Plans start at $29/month, with a 30-day free trial available.
4. HubSpot
HubSpot is a complete tool for managing your marketing and sales. It helps you automate emails and track how leads move through your sales funnel.
Features:
- Email marketing and automation
- Lead nurturing to keep visitors interested
- Detailed insights into your marketing efforts
Pricing: Plans start at $800/month, including 3 seats and 2000 marketing contacts.
5. OptinMonster
OptinMonster helps you convert visitors into subscribers and customers using popups and other tools.
Features:
- Pop-ups, floating bars, and gamified wheels to grab attention
- Targeting features to show specific messages to different visitors
- A/B testing to improve the messages you send
Pricing: Plans start at $18/month, with a 14-day free trial.
6. Optimizely
Optimizely helps you test different content on your website and personalize it for each visitor.
Features:
- Content testing to see what works best
- Personalization to show the right content to each visitor
- AI content suggestions to improve engagement and relevance
Pricing: Plans start at $50/month, with a free trial available.
Tips to Increase Website Conversions
Now that you understand what conversion marketing is, here are some best CRO strategies to help you along the way.
Optimize Your Website
Your website is where most customers make decisions. Make sure it's easy to use. If it's hard to navigate or looks confusing, visitors might leave.
What to Do:
- Easy navigation
- Clear and simple design
- Use keywords people search for
- Make the site mobile-friendly
Engage With Your Target Audience
Focus on creating content for the right people. Don’t just make general content for everyone.
What to Do:
- Group people by interests, age, or location.
- Run ads for each group.
- Personalize your messages, like using their name in emails.
- Reach out to people who have stopped using your product.
Automate Your Conversion Process
You don’t have to do everything by hand. Automate some tasks to save time.
What to Do:
- Email Marketing: Set up automatic emails when people take action on your site.
- SMS Marketing: Send offers or updates through text.
- Marketing Software: Use tools like Sender to combine email and text marketing in one place.
Conclusion
Conversion marketing is like giving your website a gentle push in the right direction, turning casual visitors into loyal customers. It's all about figuring out what clicks with people and making smarter tweaks to boost results.
If you're just getting started, there is no pressure. Begin with something small, like optimizing a call-to-action or a landing page. You’ll be surprised how these small changes can lead to big wins. Once you become an expert, you’ll feel more confident testing and improving other parts of your website.
Feeling curious to go further? Try Relevic. With easy A/B testing and personalized content, it helps you turn more clicks into customers without the technical headache.
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