Improving conversion rates is essential to achieving your sales goals, yet there are a number of obstacles to overcome and mistakes to avoid when attempting this.
Here is a look at the key points to consider and the tactics to adopt if you are having sales funnel optimization issues.
Your Content Is Falling Short
For a lot of businesses, the focus is on getting prospective customers to landing pages through a combination of organic
This is where calling on a content marketing agency to give you guidance and improve your content strategy can make all the difference. This will allow you to capitalize on your lead generation efforts and gain traction by exploiting this oft-overlooked aspect of digital marketing.
Your UI Is Confusing
Even if your content is on-point, people will still be likely to leave your site and elope with a competitor rather than sticking around if the user interface and overall experience is confusing and convoluted.
As such you need to take intuitive, uncluttered design seriously, as well as ensuring that your landing pages are laid out in an aesthetically pleasing way. It is all about finding the right balance between form and function, as going too far in either direction and customer frustration could occur, hurting conversions as a result.
You Are Missing a CTA
It is a deceptively simple point, but unless your landing pages feature a call to action, visitors will be harder to convert because there is not explicit instruction telling them to interact after they arrive.
Crafting an impactful CTA is an art in its own right, but no matter how you approach this, just having one of any style can make a major difference.
You Are Reaching the Wrong People
Poor conversion rates can be caused by your marketing efforts reaching an audience that is unsuited to what you have to offer. This can be detected if you see would-be customers jumping ship from your sales funnel right at the top.
The causes can be varied, from targeting keywords that are too broad to writing copy that does not do a good job of outlining the specifics of your products and services. Ultimately it comes down to pursuing clarity at every point where you are communicating with customers, as this will prevent unwanted clicks and give you a better chance of connecting with the right people.
Your Mailing List Is Undersubscribed
The more people that have signed up to receive emails from your business, the larger the pool you have available to target with your latest marketing efforts.
Of course unless you give visitors a compelling reason to sign up to your mailing list in the first place, you are not going to see a spike in subscribers any time soon, nor have a means of unlocking the sales potential that this brings with it.
A common solution to this problem is to incentivize the sign-up itself by bundling in a freebie for those who add their email addresses to your database. This can be something as simple as an ebook covering a topic they are likely to be interested in, or the promise of getting a discount on their first order; whatever the case, encouraging conversions in this way will have knock-on benefits that you could continue to reap for years to come.
Your Brand Lacks Personality & Consistency
Bland branding is something which lets down many businesses, but it is not enough to add a bit of sparkle and personality to your business; you also need to make sure that this is consistent across every platform you occupy.
From your social media posts to your web content and your marketing email copy, establishing a consistent tone for your brand will go a long way to making it seem more reliable and reputable to customers. In turn this will mean that when the time comes to make a purchase, they will see your business as a single, trustworthy entity, rather than something that is potentially fragmented and disjointed.
You Lack an Effective CRM
A good customer relationship management platform can be the fine line between successful lead generation leading to conversions and customer loyalty, and a lot of wasted effort in the marketing department.
CRMs let you not only nurture new leads but also sustain established relationships with the people who support your business in the long term. This, like the other aspects of sales funnel optimization covered, definitely deserves your attention to improve conversions.
Lead Generation Business Funnel Concept -DepositPhotos