How to Improve Your Lead Conversion Rate for Ecommerce
Learn how to improve your lead conversion rate for eCommerce, how to build a lead conversion process, what is conversion rate optimization, more, in this article.
In today’s world, selling online is not easy with so much competition out there, especially in eCommerce. That’s why it is important to stay up to date with your marketing campaigns. Whether you are just starting out with an eCommerce business or you already have an established online business and want to improve your conversion rates, optimization can help.
The key is knowing what the average conversion rate is for your eCommerce industry and knowing what your competitors are pulling in, then benchmarking your performance levels against them to reach your goals. Even if you find your lead conversion rate to be above average, you can set higher goals and work on achieving them.
Studies show that U.S. eCommerce websites have an average conversion rate of 2.63% compared to global websites with an average conversion rate of 4.31%. So if you’re not reaching this bar, even if your website is converting close to the average mark, then you are under-performing and you have some work to do.
Using Best Practices of SEO To Increase Website Traffic
Let’s take a step back for a second. Before you can improve your lead conversion rate, you will need to increase your website traffic by targeting an audience looking for what you are selling. This requires using strong SEO best practices to increase your search engine ranking. According to HubSpot research, 75% of searchers never get past the search engine’s first page of results. Therefore, it is crucial to create effective and valuable content that is optimized to improve your rankings in search engines to eventually make it to the first page.
What is a Lead Conversion Rate?
A lead conversion rate is the percentage or rate of visitors or customers considered as leads that complete an action, such as completing a purchase, signing up for services, or subscribing to a newsletter. It is not measured by people who visit your website, but by those who are considered as leads. This rate indicates how successful you are at turning your targeted audience and visitors into leads. Websites with low conversion rates could mean a number of things, including the following:
- Pages are taking too long to load
- The design is not appealing
- The site is not user-friendly, whereas it is hard for users to find what they are looking for
- The content does not convey any value to the user
- There are broken links or forms
If your website has a high conversion rate, then it is more than likely:
- Well designed
- Formatted properly
- Appealing to your audience
- Optimized effectively
- Contain valuable information
However, generating leads is not as easy as some may think, let alone getting your leads to convert. Increasing conversions requires a process that encompasses implementing strategic marketing practices that deliver a strong desire to make a purchase when visiting your website.
In a perfect world, generating business from both new and existing customers would run continuously. Prospective customers would visit your website, shop around for a while and add products to their shopping cart then they would follow through by paying for their merchandise before leaving. This is a dream come true for merchants, but in reality, it’s not that simple. In fact, the majority of visitors may look around and even add a few things to their cart but will leave without actually making a purchase.
Most marketing teams focus on driving traffic to your site, hoping they will convert into qualified leads, then praying these leads will close on the deal. However, hoping and praying won’t drive sales and grow your business. To get more out of your existing leads and traffic, it will take conversion rate optimization (CRO). This is a powerful process that every business should focus on to improve its conversion rates.
Conversion Rate OptimizationHow to Build a Lead Conversion Process
Conversion rate optimization is a smart way to help your website generate more customers and qualified leads as it enhances your website. CRO involves generating ideas for workflow improvements or ways to enhance the elements on your site, then validating your hypothesis through A/B split testing and other and multivariate testing. This results in increased revenue, low acquisition costs, and highly qualified leads.
How to Build a Lead Conversion Process
Having a streamlined and robust lead conversion technique is essential for your business to compete in today’s extremely competitive marketplace. A good conversion strategy will not only help you get good leads but will also help grow your business dramatically. The following are steps required to build an efficient and effective lead conversion process:
1. Create Engaging, Quality Content
Adding quality copy to your site pages significantly improves your chances of gaining more business leads. This means writing catchy and encouraging phrases while adding informative content like blogs, eBooks, product demos, white papers, and more. By generating quality content, you develop trust and loyalty, which nurtures a healthy relationship between you and your customers.
2. Use SEO to Improve Your Site Rankings
Making your website visible to Google can generate an abundance of leads to your business. SEO strategies are essential to improving your Google rankings. There are five primary elements of SEO to focus on:
- Page Title
- Page Header
- Page URL
- Internal Links
- Page Content
Always refer back to Google for updates on SEO best practices, since they change quite frequently.
3. Create Effective Landing Pages with Appealing Designs
It is essential to have a landing page where you can send your visitors interested in your products or services. The design of your landing pages should clearly demonstrate and define the success and usability of your website. To convert more leads, your landing pages should include:
- Brief copy with valuable information
- Appealing and relevant images
- Clickable direct or indirect links
- How-to or explainer videos
- Clear and concise calls to action
4. Generate Leads Through Social Media Platforms
Popular social media platforms today, such as Facebook, Instagram, Twitter, and LinkedIn, have a massive amount of users, making them extremely effective for generating leads. Focus on leveraging the power of these platforms to your advantage by creating a channel to promote your business and grab attention from your targeted audience. For example, by using LinkedIn alone, a company can generate at least 80% of B2B leads.
5. Utilize the Power of Email Marketing
According to Forbes, email is still the best way for businesses to generate leads. Email is an inbound and outbound age-old effective marketing tool that can still help generate a lot of leads for your business. In fact, email marketing has proven to get more results than many other marketing tools. This amazing marketing tool helps to keep your audience informed about your business, products, and services, while also building and maintaining a strong relationship with your customers.
Get Your Website’s Digital Score
Use Scoretize to improve your lead conversion rate for eCommerce. This is a powerful program that allows you to monitor competitors, get daily reports on your ROI and your website’s effectiveness, and improve your digital marketing strategy based on insights. Get a free trial now.
All the steps of an audit of your current digital marketing strategy, and how we can help