Digital advertisers live a harsh reality when trying to achieve conversion through digital channels. You may be asking - why is this?
Well, it’s difficult to generate enthusiasm from users and achieve high click-through-rates (CTR) due to the limitations the advertisers have with an ad. Limitations such as restricted time, restricted field, or restricted copy are the major contributors to lower CTR.
In fact, the users that click on the ads have a higher bounce rate than anyone else. The reason is poor optimization of the marketing funnel, misleading ads or poor website. It demonstrates a force that is difficult to ignore and decrease.
But, the bounce rate is not the only problem that marketers face. Even if visitors make an effort to browse on the website, they get lost trying to get to the right place. There are many reasons for it: site complexity, too many options, poor web design or unclear site-mapping.
Inconsistencies like these may drive the user interactions away and cause an incorrect interpretation of ad influence and impact. Frequently, ads are good, but the place they lead is the issue.
How do we fix these problems?
Your brand isn’t the only one facing these issues. In fact, many brands do. All of them would have different ways of dealing with the issue. It’s based on their capacities and general marketing goals.
Let me show you some of the ways that brands try to achieve higher conversion through digital channels.
Increase the investment in advertising
This is an easy solution and may work for big brands that have a lot of marketing dollars. Yet, it’s far from ideal, because it just covers the problem up without actually addressing it.
Some brands expect to generate more leads by investing more money in ads. This will expose their brand to a broader audience. It means that more people will end up clicking on the ad. Even if the bounce rate is 80% or higher, the remaining 20% that clicks on the ad is a larger audience compared to the one without extra investment.
This method covers the problem but does not solve it. Sooner or later, the brands will require to increase their investment in ads again to attract even more eyeballs.
This will become a vicious circle: a big majority of advertising money will be burnt on exposing the brand to audiences that won’t engage nor convert.
Drive traffic through social media campaigns
Social media is a very powerful tool and many brands use it to bring more people into their websites. It is also true that social media advertising can be much cheaper. A click can cost several times less than on search engines.
Due to the enormous popularity and usage, social media has the capacity to drive extra traffic to your website, as well. We all know the “Everyone is on social media” marketing phrase.
However, in the end, even if the visitors come to your website from social media, they will bounce. They will leave because of the same reasons: poor web-design, site complexity, no personalization or poor site-mapping.
Ultimately, the brand will waste a lot of effort and marketing money to entice people who will immediately leave and never convert.
Optimize conversion through multiple microsites
Another solution is creating different microsites that are more specific to certain content. While microsites are easier to navigate, they have a smaller scope of the brand representation.
This translates into the poorer user experience. Visitors will need to browse for more information which may not be displayed in a microsite. It also creates confusion and disassociation from the brand.
Having multiple microsites can alienate your brand from the consumer. You’re also risking to get less traffic altogether. Each microsite is like a new website which requires a lot of attention, content creation and SEO. If the microsite is lacking a good SEO strategy, it will receive less traffic, which will result in lower conversions.
What can help to optimize the conversion funnel?
Imagine if brands could easily optimize their conversion funnel, make their customer journey much less complex and significantly improve the conversion rates. What if they could also easily analyze the results and use auto-optimization to achieve the best results?
I am sharing with you several features that would help brands in optimizing their conversion funnel.
Multiple conversion options
Having multiple options for the conversion is a great way to improve the conversion rate. Think for a minute, consumers are different and they would like different ways to access your product.
What if digital marketers had a tool to have multiple conversion options in one place. The tool that is equipped with buttons to redirect visitors to relevant content that they are most interested in.
This would be extremely helpful as instead of directing all traffic to one landing page, they would give freedom to users to choose what is relevant to them. Instead of browsing through the page that contains a lot of information (sometimes irrelevant to them), they would be able to choose where they want to be redirected. This would also tremendously improve the user experience with the brand.
Conversion doesn’t necessarily mean people making a purchase. It can mean many different things - discovering the brand's business location, accessing relevant product pages or even following the brand on social networks.
Giving your consumers the power of choice to explore what’s relevant to them is key to growth in conversions. Driving them to an overwhelming website may force them out of it.
Seamless auto-optimization to maximize results
Consumers are very different. Brands should know who they are and establish their personas. This would help ensure personalization with the content used to attract their attention and ensure a smooth conversion.
I believe that auto-optimization is a crucial component in today’s marketing. No doubt here that people are inclined to engage with certain content more than the other. Having seamlessly auto-optimized content, marketers can maximize their results.
Such a system should be able to learn customers’ preferences and adapt it to future customers of similar backgrounds. It should regularly rearrange options based on people’s preferences, prioritizing more popular channels of conversion.
Such automation would help marketers stay abreast of changing consumer preferences and make sure that the most relevant content is displayed. It would also help them ensure that the options displayed are highly personalized and relevant.
Smart redirection of click-through traffic
Making people click on digital ads isn’t hard. What’s needed is greatly personalized and engaging content. However, the difficulty arises when customers are redirected to a complex website that overwhelms them and demotivates them to make a choice.
Having a well-optimized and dynamic landing page will facilitate further flow down the conversion funnel. Such landing pages allow brands to ensure the relevance of content to consumers. They also entice different groups to choose the content that’s relevant to them.
For example, after seeing a Facebook campaign for a great offer on pizza, users will click on the ad. They would be redirected to the landing page that would contain several options. These could be, to name a few, the nearest location, delivery service providers or even car-hailing providers to bring them to the nearest location.
Having a well-optimized landing page would also allow us to assess which digital channels bring the best results. Knowing this, marketers would be able to double down on the media channels that are working. In this way, they would gain more conversions and would save money on channels that underperform.
Drastic drop in bounce rate
The bounce rate is a direct contributor to poor conversion rates. The reason being - people make an effort to come to the website but find it overly confusing or irrelevant thus leave. Addressing the issue of high bounce rates can dramatically increase conversions.
In the end, the most common reasons for people to drop out are irrelevant content, poor website, the complexity of navigation, and many more. These issues can be addressed with a dynamic landing page which would ensure people landing on pages that they find relevant.
Lower bounce rates will also mean that there would be more actual visitors who engage with your content. It would also mean that having the same budget for the digital campaign, you would achieve more conversions.
No doubt here that digital advertising is a tough space today. There is so much competition and so little time to attract the consumer’s attention. In fact, consumers are also very picky and they want relevant content.
These are some of the main ways to achieve higher conversion rates. Understanding different consumers’ preferences and reasons to click on digital ads would result in lower bounce rates and higher conversions.
Let your consumers convert through multiple channels, use auto-optimization to ensure that the content you display is relevant to different groups, be able to redirect your traffic to what’s relevant to the visitors and not what you wish to display to them.
I’m sure that these changes in your marketing planning will result in higher conversion rates. Remember, the customer is the king and you should listen to their preferences and choices.