Conversions are a common concept in marketing terminology, but this doesn’t mean they are familiar to people without specialist knowledge. Before discussing ways to improve conversions, you first need to ensure everyone knows exactly what you mean.
What is an online conversion?
At its most basic, an online conversion is when someone visits your website and actively participates in and completes a task on the site. It is when a window shopper steps into a shop on the high street and makes a purchase, only in computerised form.
You can attract people to your site with HTML5 banner ads, perhaps with the help of an expert such as https://thebannermen.com/banners/animated-ads/HTML5/, but clicks alone cannot make your business successful. How to encourage certain behaviours amongst website visitors is a topic of considerable research in marketing circles.
Types of online conversion
An obvious type of online conversion is spending money to buy a product from an online shop, but conversions take many forms. You may want visitors to sign a petition, write a letter or email, make a phone call, register to receive your newsletter, create an account, download content, make an appointment, or otherwise actively engage with your products or service. Some websites will have multiple forms of conversion available, with encouraging different types one way of measuring success. Conversions vary depending on the site’s purpose, such as whether the focus is on e-commerce or media publication.
Improving conversion
There are lots of ways to improve conversions, with many of them relatively simple. Making your website clearer and easier to navigate, such as by simplifying the language, enlarging the buttons and adjusting the colour scheme, are all proven to have a significant effect. Other aspects that can influence conversion include pricing, positive reviews from other customers, social media campaigns, and good mobile compatibility. It is important to be able to convince potential readers/customers/users that you are trustworthy.
Once you understand the concept of marketing conversion, you have taken an important step forward in boosting engagement with your website and ensuring visitors are more likely to buy your products or use your services