Websites cannot remain static and effective at achieving high conversions. It’s an either-or decision. Every company should answer the question: What do you want your site visitors to do? Your answer determines your conversion goals. Are you missing out on potential micro conversions by focusing too much on the macro level? Are you only tracking one macro conversion funnel?
Major website objectives
You should concentrate on one overriding objective: Relevancy. Ask yourself if you’re sending the right message to the right person at the right time? Converting your audience may require a combination of new calls to action, upgraded content and a new user interface. Your choice depends on how relevant it is to your audience.
Make sure you’re attracting the right visitors in the first place. Analytics will be your best friend here; do extensive keyword research and A/B testing to find which keywords attract converting viewers. Get them to come back, too. If someone’s looking for a white paper while doing research for their boss, you want to give them gentle reminders until they’re ready to purchase. Put some ads up on a retargeting network to maintain a presence with potential customers.
Three vital questions
Whether you plan to attract new buyers (macro conversions) or increase downloads of your latest white paper (micro conversions), ask yourself these three questions:
- What keywords should my converted audience prefer? Various demographic audiences tend to respond to different keywords. Sometimes your website focus and marketing strategy will affect keyword performance, enhancing or detracting from your results
- What type of ad do you need to convert your audience? How often should it be shown? Similar to keyword stuffing, overuse of your ads — however well-constructed — can hurt your results just as badly as too little exposure. Finding the right number of ads is the primary answer you must find. You know that repetition is important; but how much repetition is optimal?
- What is my critical time frame, after which my audience is no longer listening? Your content quality, industry, competition, product and brand can influence your window of opportunity. If you have a 30-day window, there’s little value installing even a micro conversion retargeting within that time frame. In this example, a 35- or 40-day micro retargeting may be effective.
Macro or micro conversion?
Analytics can offer valuable information, but they can only tell you what effect your current efforts are making. If you want to know what works, you have to try it first. Depending too heavily on analytics can cripple your creativity or common sense, hindering your efforts to find effective conversion solutions.
If your website is performing, you might benefit from micro conversion tactics more than choosing a macro project. Remember, it’s not what’s important to you that site visitors care about. Your audience cares about what’s important to them. Consider the following steps to generate better conversions.
- Learn what your visitors want. Use analytics to identify where your audience goes. Then, learn what they do when they get there. If your website has the basic components they want, you can skip a macro conversion and focus on micro conversion strategies
- Evaluate conversion options. Particularly valuable with micro conversions, select the strategies that work. For example, if your newsletter subscribers tend to purchase your products, make it even easier for your audience to sign up. Should you generate significant traffic from social media sites, make it easy for visitors to become engaged and promote your brand
- Thoroughly analyze your results. Evaluate each step, strategy and tactic individually to learn what works and what doesn’t. Concentrate on your successes, but also analyze your failures to avoid them in the future.
While macro conversions — with identifiable conversion statistics — remain key performance measurement tools, micro conversions can perfect your efforts. Ultimately, whether macro or micro, your conversions will succeed when you deliver value to your visitors. Although there is no one size fits all solution, by taking these three steps you will arrive at strategies and tactics that succeed.