In today’s crowded digital market space, it can be tough to capture a visitor’s attention, and even tougher to convert them into a customer. Nowadays, getting website conversions will require more than just a few calls-to-action.
Optimizing for website conversions requires a cohesive lead generation strategy that works in conjunction with other marketing efforts (like social media and loyalty programs). If organized correctly, these programs can work together to make the entire lead generation process seamless and simple.
Here are 4 proven techniques to help you boost your dispensary’s website conversions right now!
Make the Most Out of Existing Loyalty Programs
In order to optimize lead generation and boost website conversions, you will need to optimize your existing loyalty programs. Whether it’s an email newsletter or a text-marketing program, efficient loyalty programs can provide you with a huge pool of leads to pull from.
Loyalty programs are more effective when they are packaged with powerful CTAs and displayed on prominent and relevant pages. Context is key. Keeping your content, messaging, and promotional communications (ads, CTA’s, etc.) consistent can significantly decrease your website’s bounce rate.
Lastly, don’t forget to add a ‘thank you’ or follow-up page for visitors who have successfully signed up for these programs. Once captured, these leads can be nurtured by keeping them on your site, following up with them through email, or otherwise keeping them engaged.
The most effective way to nurture these leads is through follow-up email marketing. According to Forrester Research, businesses that nurture their leads gain 50% more sales-ready leads than those that don’t.
Website Conversions: Focus on the Pages that Get the Most Traffic
First and foremost, it is important to understand where your lead generation efforts will be most successful.
A thorough audit of your website’s traffic and activity should be one of the first steps towards developing a lead generation strategy. Understanding current performance and identifying patterns of success can provide insight and stimulate ideas.
Oftentimes, a website’s most successful pages will include its homepage, blog posts, and landing pages for social media and email marketing.
Once you have identified where leads are coming from, you should also figure out where they are going. Paying attention to the conversion paths of your visitors can help you to identify where leads are being gained or lost along the way.
Optimize Your Calls-to-Action for Website Conversions
CTAs (calls-to-action) are a key part of lead generation. However, using the wrong ones in the wrong places can seriously hamper their effectiveness. CTAs should be primarily displayed on high-volume pages, relevant pages, and the landing pages that your social media posts link to.
Simply getting more creative with the look of your CTAs may be enough to make them more effective. Using different colors, shapes, placements, and animations can sometimes make your copy more attractive. As always, only testing will tell.
Using dynamic content to personalize your CTAs for unique individuals can make the process seem more personable and can improve your click-through rate. According to a recent survey, personalized calls-to-action performed a whopping 202% better than regular ones.
The best way to optimize your CTAs for web conversions is through A/B testing. You may find that something as simple as the positioning or the color of the CTA may be significantly affecting its click-through rate.
Test and Measure to Know for Sure
A/B testing should not just be limited to your CTAs. You should strongly consider running A/B tests on any page that may be in the conversion path of the average customer, including landing pages.
A/B testing effectively refers to comparing two different variables in order to determine the better performer. It can be an easy and effective method to gauge the success of individual web elements, or entire web pages altogether.
However, when it comes to A/B testing, keep in mind to only test one thing at a time, otherwise, results can get muddied. Certain tools like website grader can help you to better manage your tests and better understand your results.