What exactly is a Marketing Conversion?
A conversion is the moment at which a person completes the desired action after having received a marketing message. Examples of a conversion might be; a sign up for an email list, a purchase, or sharing a message on social media, or email. Of course there are many more examples of marketing conversions.
How do you elicit a conversion from a user?
In order to gain a marketing conversion you need two things; firstly, a good dose of customer-centric copy and secondly, an emotive Call to Action (CTA) based in urgency. These are hard to master and certainly benefit from A/B testing practises to perfect conversion rates for a specific audience over time.
Is there a particular type of content that can convert users into buyers, or subscribers?
I often get asked this question as a marketing freelancer and honestly, it really doesn’t matter what the format, or platform you utilise, if you have written your copy and CTA with your audience in mind, then you are likely to see conversions, provided what you have on offer is something your audience wants.
So, that’s text, image, or video content, across social media, blog posts, web copy, sales pages, landing pages, etc...
Although, having said that, you will want something that catches your audience’s eye. I suggest diving into your analytics in order to search for content patterns that will help you form your best first campaign experiment in terms of format, copy and CTA.
How are marketing conversions measured?
In marketing, conversions are measured in what we call the ‘Conversion Rate’.
The conversion rate is the number of conversions divided by the total number of visitors to that marketing message. For example, if an ecommerce site receives 100 visitors in a month to a singular product listing and has 20 sales, the conversion rate would be 20 divided by 100, or 20%.
We measure this statistic because this helps us understand, especially if we are A/B testing, how our marketing message is performing. Then when we make changes, we can establish how those changes affect our new outcome by comparison to our original conversion rate.
Tips on improving marketing conversions
Test and experiment - use your A/B testing rules to create more powerful conversions and don’t forget to include UX content design to make clear the user intent.
Look for best practices in the design process - mapping out your campaign, whether it is a web page, or a social media ad, is taking the time to strategize. This allows you to create goals you can work towards for conversions and complete relevant research into your design opportunities.
Know your customer - ultimately the more intimately you understand your ideal client and the existing ones, the more room you have to design content that works towards better conversions for both.
If you need a copywriter to create compelling copy, someone who understands the customer journey, fill in the project brief form below!
