Despite the spiritual undertones of Brand Buddha’s name, we’re not converting our audience into Buddhist monks and sending them to temples far, far away somewhere. When Brand Buddha talks about a sales conversion rate, we’re talking about a game of Simon Says—one where our brand directs the audience.
For example, when Buddha says sit, does our audience stand? When Buddha says look left, does our audience stare straight back at us, clueless? Sometimes, no matter how many people are listening, we aren’t making many sales.
When Buddha starts saying things like Learn More, Click Here, and Buy Now, and our audience starts taking action in alignment, our conversion rates improve.
Improving your sales conversion rate is winning a game of Simon Says—so, how good are you at getting your audience to do what you want them to do? If your audience isn’t responding in the way you want them to, you probably need to implement a sales conversion rate strategy.
What’s a Sales Conversion Rate?
Conversion refers to the completion of any desired action that you want your users to take. It can be measured in a variety of ways—by the click of a button, purchasing an item, or subscribing via email. Determine your conversion rate by dividing the number of conversions by your total number of visitors. Your sales conversion rate measures the ratio of sales to visitors. By improving your sales conversion rate, you will generate more sales with the same amount of traffic.
Why is your sales conversion rate important?
Improving your sales conversion rate means doubling the value of your ad spend, as well as increasing your ROI, more effectively engaging existing consumers, improving your Google ranking, leveraging the cost-effectiveness of organic search, and experiencing immediate results once the strategy has been implemented.
How to increase conversion rate
Increase your number of conversions by measuring your audience’s interest, their stage within the sales funnel and engaging them appropriately. Identify conversion goals, areas for improvement, and consistently optimize sites by formulating hypotheses for why visitors aren’t converting—a process known as conversion rate optimization (or CRO). Overall, come to more deeply understand the interest of your users, and their stage within the sales funnel, to develop a strategy that will improve your sales conversion rate.
Build a Sales Funnel that Helps your Conversion Rate
Your sales conversion rate strategy should resonate with your audience at each stage of the sales funnel—awareness, consideration, decision, and action. By engaging with your audience according to their level of interest, you’ll improve traffic and lead value for your business. Check out these tips on how to adapt to your sales conversion rate strategy to the sales funnel.
The awareness stage speaks to users who are potentially unaware of their problem and your brand. To attract consumers in the awareness stage, strive to build trust with your audience and establish authority in your industry with these 3 tips.
- Blogs: Blogs that speak to current issues and solutions within your audience’s industry will encourage people to keep coming back to your brand and website. If your content is SEO (search engine optimization) optimized, blogs can improve the online visibility and ranking of your content, website, and brand.
- Social media: Social media also increases the online visibility of your content and brand—use it to build an online presence that builds trust for your brand by reliably engaging with your audience.\
- PPC: PPC (pay-per-click) campaigns are a great tactic for generating awareness and attracting potential customers.
A sales conversion rate strategy that targets the awareness stage should involve blogging, social media, and PPC campaigns designed to build awareness, trust, and authority within your industry.
The consideration stage speaks to users who are aware of the problem to be solved, are familiar with your brand, and want to learn more. In this stage, your goal should be gathering your prospects’ contact information in exchange for valuable information—achieve it with these 3 tips.
- Landing page: Once you’ve determined a specific call to action, build a landing page designed to inspire users to take that specific action.
- Lead form: Feature a lead form that captures only the most necessary information from your prospect. If your prospect would rather contact you than provide their information, ensure your own contact information is easily accessible.
- Exit pop-up: Thank your user for their interest with an exit pop-up window that offers a discount, promotion, or additional valuable content.
A sales conversion rate strategy that targets the consideration stage should involve a call-to-action landing page, a lead form, and an exit pop-up that inspires your prospect to not only share their contact information but offers a positive customer experience that will encourage them to keep coming back.
The decision and action stages speak to users that have decided to invest in your solution but still haven’t made the purchase. Motivate them to make the leap with these tips.
- Case studies: Cement their belief and gut-feeling in your brand with numbers and statistics by offering case studies.
- Reviews: Showcase positive experiences with your brand through reviews that tell the story of prospect turned consumer.
- Promotions: Inspire immediate action from your users with a limited time promotion.
A sales conversion rate strategy that targets the decision and action stage will persuade your prospects with evidence of how your brand stands out amongst the rest.
In this game of Simon or Buddha or [insert your brand name here] says—you want your audience to win. You want them to follow you and take the appropriate action. In a world where the buyers in control, strategies that root for and revolve around the consumer are promising. Strive to design a sales conversion rate strategy that resonates with every level of your buyer’s interest to effectively convert your audience.