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The Conversion Crusade: Prioritising Conversions Over Clicks

Once upon a time, digital marketers were celebrated for their efforts – chasing after traffic growth, impressions, and clicks. But today, the spotlight has shifted dramatically towards results that translate into tangible success: sales conversions, profit growth, and return on ad spend (ROAS). If you’re an e-commerce business owner, this probably resonates with you. After all, when the financial year wraps up, what truly matters is whether your digital marketing efforts drive actual outcomes that resonate with your business goals.

There are four key ingredients to any conversion-centric marketing campaign.

  1. Acquire: Bring new customers on board.
  2. Bond: Form strong connections with your brand.
  3. Convert: Turn prospects into paying customers.
  4. Delight: Keep customers happy, encouraging repeat business and referrals.

But here’s what we know that most other agencies don’t: you must focus on all four of these actions simultaneously! If you don’t, you’re not maximising your return on investment (ROI).

Let’s illustrate this:

  • If you acquire leads you can’t convert, you’re wasting money on ads.
  • If you’re building a bond but not delighting after the sale, you’re losing repeat business and referrals.
  • If you’re converting but not acquiring, you’re losing sales to your competitors.
  • If you delight but don’t acquire, you lose opportunity and money.

As Mike, Keetrax’s Business Development Manager, says, if the above is your strategy, you’re building a sieve, not a funnel. With our A, B, C, and Ds as the guide, let’s dive into the current strategies to transition from click-centric to conversion-driven campaigns.

1. Harness the Power of Video Marketing.

Over the last 12+ months our clients have increasingly been blown away by the power of video marketing. Whether through TikTok, Google’s Dynamic ads, YouTube ads, Meta’s UGC (user-generated content) and Influencer content, or product videos embedded in emails or on a website, there’s nothing like video to captivate through story-telling, and influence customers throughout their ABCD journey with your brand. That’s because video plays a crucial role in fine-tuning various phases of your sales funnel. And we’ve got stats to prove it!

  • According to a study by Wyzowl, 72% of people who use video marketing say that video improves their conversion rates.
  • A study by the Content Marketing Institute found that marketers who use video are growing their revenue 49% faster year-over-year than non-video users.
  • A survey by Demand Metric found that video has an average ROI of around 66%

But wait, this is even better! Here’s proof that investing in video marketing IS a cost effective and high return marketing strategy when done well!

Cosmetic Capital.

Our client Cosmetic Capital generated 778 follows on TikTok and a super strong ROAS of x7 with this ad.

Video Marketing for ROAS

Myrkl.

After two months of working with Myrkl, their paid search revenue was up 3,500%, paid social up 800% and organic social up 200%. In the second month there was a revenue increase of 3,900%!

Canopy Camping.

After 1 month of launching a gift voucher campaign for Canopy Camping we saw (and they loved) a ROAS of 71.80. Their TikTok follower count grew 13%, Instagram followers increased by 2,834 and their Profile reach was up 108% on Instagram.

Dominate Hair.

This bad hair day dance, but not actually a bad hair day for Dominate Hair, has been watched almost 86000 times!

We could talk about the power of video marketing all day, but so we can move on to more great conversion strategies, let’s leave the final word (for now) to our Head of Marketing, Alice:

“Paid video marketing significantly increases your online presence while allowing you to build deeper and more meaningful relationships with your customers. It adds a personal touch to your content making it more relatable, and more attainable for customers to imagine your products in  their everyday life all while increasing your conversions!” – Alice Hazlett

2. Focus on Conversion Rate Optimisation.

In the pursuit of boosting sales, your landing page is your linchpin, and that’s where Conversion Rate Optimisation (CRO) comes into play. CRO is the process of increasing the percentage of visitors who take specific actions on your website. As an e-commerce store owner, these actions include driving more sales, reducing cart abandonment, and increasing the number of products added to each customer’s cart.

To achieve these goals, begin with a crystal-clear call-to-action and a clutter-free design – prioritise user experience by optimising page loading speed and ensuring mobile responsiveness. Additionally, eliminate any distracting elements that might divert users from purchasing. Experimenting with A/B tests is crucial in discovering what resonates with your audience and boosting conversions.

To start with CRO, consider Converted by Keetrax; our research and data-driven CRO program is tailored to your website and designed to recover lost sales and revenue.

3. Embrace Email Marketing.

Embrace Email Marketing

Another channel that hits all the A,B, C,D’s is email marketing. According to Custora E-Commerce Pulse, email accounts for 19.8% of all transactions – trailing only paid search (19.9%) and organic traffic (21.8%), which makes email marketing a potent conversion tactic for your e-commerce business. With an average ROI of $40 for every $1 spent on email marketing, email is a cost-effective way to engage with your target audience directly. Here are some of the things you can do to increase conversions with email marketing:

  • Understand Your Audience: Dive into their interests, pain points, and motivations, and use this knowledge to create emails that resonate and drive conversions. This will help you to acquire new people to engage with.
  • Compelling Subject Lines: Write subject lines that grab attention and convey the value of opening your email. Test different options to discover what resonates best with your audience.
  • Visually Appealing Design: Well-organised, easy-to-read emails with visually appealing layouts and clear branding elements hit all the A,B,C,D’s.

4. Adopt Purpose-Driven Marketing: Beyond Transactions.

Purpose-driven marketing crafts emotional bonds that translate into brand loyalty and advocacy. Our customer essano forges a deeper connection with their clients by promoting their brand values and commitment to sustainability across all of their digital marketing channels. This works to bond, convert and delight the audience they’ve acquired, because it’s a core value they both share. What values can you share with your customers to create an emotional bond with your customers?

5. The Magic of Retargeting: Second Chances.

Retargeting is a robust digital marketing strategy that holds the potential to amplify conversion rates, elevate customer lifetime value, and fuel revenue growth – there’s our A,B,C, D’s again! Paid ads on platforms such as Google, TikTok and Meta involve displaying ads to individuals who’ve previously shown interest in your brand or offerings, enabling the creation of finely tuned, highly targeted campaigns with a higher likelihood of bonding with your ideal audience, and converting them into buyers who have the potential to go become (delighted) raving fans for your brand and products.

6. For Maximum ROI: Learn to Love Data.

Maximise your business’s success by paying attention to what impacts your bottom line most – it’s not just numbers; it’s proof that your marketing works. Here are some of our favourite strategies for improving ROI: Make data your ally with tools like Google Analytics for insights into what hits or misses. Tailoring messages to individual tastes drives profits while optimising conversions means more bang for your traffic buck. Stay ahead by learning from your competitors, and remember: mobile-friendly equates to more eyeballs on your business.

Balancing acquisition, bonding, conversion, and delight is critical when moving on from a focus on clicks to conversions. Armed with video storytelling, Conversion Rate Optimisation, engaging email strategies, purpose-driven marketing, and targeted retargeting, you’re set for success. Yet, the real magic is in your data relationship – proof that your marketing works.

Build Real Results with Digital Marketing

Let us help you experience the incredible return on investment possible when you shift your marketing strategy from clicks to conversions. Talk to us about a Digital Marketing Strategy for your E-commerce business.

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