Conversion Marketing

Conversion Marketing is what converts a site visitor into a paying customer. It can also include other desired results, such as inspiring a site visitor to ask for a quote, or signing up to receive your email newsletter. Conversion Rate = the number of desired results realized, divided by the number of visitors.

The objective of Conversion Marketing is not simply to increase site visitors, SEO (Search Engine Optimization), SEM (Search Engine Marketing), and Content Strategy are already taking care of that. Assuming your website has visitors, Conversion Marketing focuses on optimizing "site flow", online "service channels", and the overall site design, as well as proactive engagement with visitors, and then analyzing the user experience and tweaking the site to improve. SLB Networks develops websites that enable users to simply and organically flow to their desired result, whether it is the purchase of goods or services, information about a service and subsequently requesting a quote or consult, or realizing the value of the site, and asking to be put on a mailing list to receive more information.

Conversion Marketing and Customer Life-cycle

While Conversion Marketing in general focuses on inspiring a web visitor to take one or more specific actions, we consider Conversion Marketing to be a long-term investment. Analytics play an important role in the awareness of the ongoing life-cycle of a customer. We focus on constantly improving the navigation flow of our websites, the design, service channels, and the overall online experience. If our analytics show signs of confusion at any stage of the Conversion Marketing process, we adjust accordingly. Also, once a visitor "converts", our choreography of the business-customer relationship continues with re-engagement campaigns. It's been proven that it is easier to increase sales with existing customers than it is to sell to a new customer.

Conversion Marketing Tactics

  • Recommendations
  • Targeted Offers
  • Ratings and Reviews
  • Email Personalization
  • Chat
  • Click-to-Call
  • Re-Targeting

Conversion Tracking

Understanding what effectively triggers a conversion is the best way to repeat conversions. First we establish a baseline, which is a record of the configuration of your website before testing. This is so we know what we are testing against. Then analytics and A/B testing come into play. The websites that we develop have CTAs (Calls to Action) that are designed to trigger conversions. We have Webstainablesm programs that monitor conversion rates of your CTAs. We can run A/B testing to discover tweaks that improve your conversion triggers. If an A/B test improves the trigger it remains... if it doesn't improve, we revert back to the original trigger, then try a different trigger, via an A/B test. A/B testing can theoretically continue conversion improvement, indefinitely. Ask us about how we can improve your Conversion Marketing with analytics and A/B testing today.