Or even better, this entire summit around conversion summarized in one single sentence.
Optimizing your conversion rate (or CRO) means grabbing your targeted audiences’ attention by putting yourself into their shoes, motivate the said audience throughout the conversion process and improve their experience by measuring what truly matters on your website.
So yesterday, we were at the fourth edition of the Bloovi’s conversion day. An amazing event during which the customer got more central than even before. And in this short article, we will try to extract the essence of the amazing and inspiring speeches we attended throughout the day.
Houston, we have a problem.
With 80% of the companies truly believing that they are customer-centric and only 8% of the customers being on the same page, we may be facing some sort of issue. If think we would all agree upon the fact that, we tend to speak too much about how great our company is and how awesome our products or services are. And honestly said, this won’t help our conversion rate going up (amazing statement, isn’t it?).
Many speakers stressed the fact that we should pay more attention to who our customers are. As asked by André Morys: “how much do you spend understanding your users ?”. If you are as honest as I am, not that much in comparison with all the rest. However, this should be the beginning of any strategy : understanding the behavior of the targeted customers.
In fact, we should grab our visitors attention by publishing personalized and qualitative content, that takes into account the context they are in, when starting to look for our company and its products or services. We should make them care!
Back in 2012, 5.3 trillion ads were displayed on the web in the US. If we fail to provide our visitors with a valuable experience then they will leave us and won’t convert. We may advert as long as we want but if the content is not in line with the targeted audience’s expectations, we are doomed. Obvious, right? Yet, remember that only 8% of your audience is convinced that you are actually doing it.
From time to time, we, as marketers, tend to forget that we are communicating with human beings. So we shouldn’t be surprised that a stoning 37% of the users are using an Ad Blocker in Belgium. I guess that they are just tired and frustrated…
Define your goal, be meaningful, be consistent and it should work.
The good news is that for every problem, there is a solution. If you take your website, the following rules should do the trick:
- Grab your audience’s attention in a smart way (don’t be malicious)!
- Don’t cheat and write content that truly helps your customers. Focus on their questions and pains. Make them care!
- Design your website in such a way that visitors can clearly identify how you can help them so that they can take action and find answers to their questions.
- Reward your visitors when they are taking action onto your website (reduce frustration and raise motivation).
- Support their advancement and encourage them to complete the conversion process they started (as stated in the scheme hereafter that was presented by Nathalie Nahai)
However, those tactics should support the accomplishment of the goal we have set for ourselves. Increasing our conversion rate is a race without finishing line. Let’s face it, every day we stumble upon things that we could optimize. And when we think about the experience we offer to our customers, many improvable things just pop in our mind.
So before starting to run after the conversion holy grail, we should first define what is our quest all about. Indiana Jones was not truly looking for the grail. He wanted to find his father back. Focus on your main goal and then deploy and implement the right strategies and tactics to make it work. Any conversion-related topic should be decided at a strategic level and not at an operational one.
Once more data was in every mouth.
And I think that everybody will agree upon the fact that data is key to success. But data doesn’t mean anything if not supported by the right tactics to grab your audience’s attention. As mentioned by Karl Gilis : “Please use tools (heat-map, scroll-map, recorded sessions, …) to see what your customers’ behavior is telling you. Stop trusting your guts and use data to detect what you should change/optimize on your website”. We, as marketers, need to focus more on the questions that pop out into our customers’ mind while they are taking their first coffee in the morning.
Data is certainly the new black oil but it needs to be used wisely. And when some were stressing the fact that 92% of the data available on earth was produced over the last 2 years, I think we would agree upon the fact that less than 1% of this data is truly relevant. Relevancy of data should be something you take into account when collecting and storing it. If you don’t do it now, GDPR will help you do it very soon.
Basically, what you have to do is to validate what your guts are telling you with relevant data. Then take action in a systematic way to optimize your conversion.
Pleased to hear something Universem has been advocating since its creation
Ok, not saying that we are the best but since the very first day, our company has decided to work with cross-functional teams. Each and every single team at Universem has at least one SEO expert, one SEA specialist, one data scientist and so one and so forth. So when major influencers claim that this is the only way to perform, we kind of feel empowered.
Indeed many of the guest speakers stressed the fact that we had to burn all silos down if we wanted to implement end-to-end tactics that would pay off in terms of conversion. And this is what we have been offering to our customers for the last decade.
To conclude, a small note on Malicious Marketing
Malicious Marketing is something that we came up with as a team while talking about one of our customers approach is terms of remarketing. And Faris Yakob just took a great example to illustrate what we qualify as Malicious Marketing at Universem.
As already said, please try not to forget that we are communicating with human beings. We shouldn’t chase them round the internet to make them feel like they need our products or services. As said in the beginning of this article, human beings’ attention is something very volatile that we should grab judiciously. With so many messages sent on a daily basis and our customers’ attention being more and more solicited, we should be meaningful and identify those values that help us acquire the right visitors before they convert into life time valuable customers.
Acquire, Convert, Delight!
Interested in optimizing your conversion rate? Let’s get in touch with our experts.
Remarks, suggestions, questions? Please feel free to comment.