Practical strategies for digital marketers who want results
In today’s digital landscape, conversion rate is the ultimate performance metric. It’s not just about traffic—it’s about turning visitors into customers. The higher your conversion rate, the more efficient and profitable your marketing becomes.
With fierce competition across industries, conversion rate optimisation (CRO) is no longer optional—it’s a strategic imperative.
What Is Conversion Rate?
Your conversion rate is the percentage of website visitors who complete a desired action—such as making a purchase, signing up for a newsletter, or submitting a form.
Proven Tactics to Boost Conversion
Here are practical, high-impact strategies to help you improve your conversion rates:
1. Offer Incentives
Create compelling offers that motivate action.
- Test multiple offers over time
- Track which performs best
- Scale the winning offer to maximise ROI
2. Use Retargeting
Not every visitor converts immediately.
- Retarget across your website, social media, and ad platforms
- Reinforce messaging over time
- Guide users back to your site when they’re ready to act
3. Personalise Your Messaging
Start by capturing email addresses.
- Offer something valuable in exchange (e.g. free guide, discount)
- Build user profiles over time
- Tailor communications based on interests and behavior
4. Communicate with Value
Build trust through consistent, meaningful engagement.
- Share helpful content (videos, ebooks, tips)
- Balance “giving” with “selling”
- Nurture leads before presenting offers
5. Refine Your PPC Keywords
Precision beats volume.
- Use highly targeted keywords
- Monitor conversion performance
- Pause spend on non-converting terms
6. Create Dedicated Landing Pages
Don’t send traffic to your homepage.
- Build focused landing pages for each campaign
- Include clear calls to action (forms, click-to-call)
- Remove distractions and guide users toward conversion
7. Test Everything
Split testing is essential.
- Compare variations of ads, landing pages, and forms
- Measure performance
- Optimise based on real data
8. Track Every Conversion Path
Visibility is key.
- Set up tracking for forms and phone calls
- Use call tracking to identify ad sources
- Attribute conversions accurately
9. Improve Your Messaging
Copywriting matters.
- Clear, persuasive language increases trust and action
- Focus on benefits, not just features
- Test different headlines and calls to action
Optimisation Is Ongoing
Conversion rate optimisation isn’t a one-time task—it’s a continuous process. Review performance regularly. Refine your approach. Test new ideas.
And remember: every element of your digital marketing—from ads to landing pages to messaging—must work together.
Final Thought
The role of a digital marketer is to never sit still. Ask yourself: Can I improve my current conversion rates?
If the answer is yes, the time to act is now.
