Understanding Web Conversion and Boosting it With Social

If you’re reading this and have a website just so you can have a website, then you can stop reading now. But, if you’re reading this and have a website that has a purpose of supporting the sales funnel, then please keep on reading.

With millions upon millions of websites active online today, each business is competing to get a piece of the pie. The web conversion pie that is.

Web conversions are the ultimate goal of any digital specialist, but are you looking for new ways to give them a boost? Social Media may be the solution that you’re looking for.

That struggle — fighting for web conversion — is a consistent battle that marketers and digital specialists face. Does this page have a goal? Does it support the customer journey? Do we solve for this customer issue?

These are just a few of the many questions you should be asking yourself when looking to acquire new customers through your website.

So, we wrote a guide to help you with just that: increasing the number of web conversions for your business, specifically with the help of social media.

What will you actually gain from this guide, you ask?

An understanding of:

  • How to create web conversion goals.
  • How to align your business, marketing, & conversion goals.
  • The Google Attribution Model.
  • Why conversions matter.
  • The key reasons for low conversions.
  • How to use social media to boost web conversions.

Already sold? Download our Guide on Understanding Web Conversion & Boosting it with Social.

Intrigued, but still want some more details? Let’s take quick look at what’s inside:

What does web conversion mean?

Web conversions are what all digital specialists aim to achieve on their website. In simple terms, it is the act of converting site visitors into paying customers. When it comes to web conversions the key thing to keep in mind when building your website is to ensure every page on your site supports the sales funnel.

Web conversion can also mean different things to different companies or industries. Some may qualify a download or signing up for a trial as a conversion, while others may only consider a sale as a conversion. The point is, the definition changes depending on the vertical of your website, so that target needs to be defined first.

How to create Web Conversion goals

Each page of your website should define what kind of conversions you are seeking on that webpage. Like we said, some businesses may consider a person filling out a form who turns into a sales lead as a conversion, but others define a conversion when someone purchases a product. Before creating a new page it is important to decide what your conversion goal for that page will be.

Defining these goals will allow you to be more targeted on the content you use on that webpage, as well as the ability to position your product in a manner that will encourage your target audience to convert.

Setting the right goals for your web conversion optimization strategy is one of the most important first steps. When you can create a direct line of sight from your business goals to your web conversion goals, you’ll be able to optimize quickly, and effectively reach your goals sooner.

Step 1: Make sure your business, marketing, and web conversion goals are aligned

Business goals

Your business goals should define how your business makes money, your business model, and how you sell your product. Your business model and goals will define who your target audience is and how these business goals will flow into your marketing goals.

Marketing goals

Your marketing goals should demonstrate support for your overall business goals. Each marketing initiative should be able to tie back to the goal of generating sales for your business. Whether it’s a campaign to increase awareness or the reach of your brand, that campaign should have your business sales goals in mind to ensure your marketing efforts supports your business.

Web conversion goals

These goals should address the actions your website visitors will take to support your marketing goals. These would include ad placements on your site, your call-to-actions (CTAs), link usage, and landing page designs. You need to consider optimizing for a blend of goals with weighted values for each.

Download the Guide to get your Free Access to the next steps!

In Summary

Though web conversion definitions can vary by type and for each individual business, they are no doubt one of the highest-priority metrics that are tracked. Many factors contribute to whether conversions fail or succeed, and utilizing the power of social media should be a part of every marketer and digital specialist’s conversion strategy.


Originally published at blog.loginradius.com on May 5, 2015.

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