What does it take to improve your conversion rates by just 1%?
What does it take to improve your conversion rates by just 1%?
This is a question that I get asked a lot, and with good reason - it’s an important topic. Especially when you’re dealing with celebrity level marketing campaigns.
Interestingly, the answer is never as simple as we want it to be. I can’t point to one thing, wave a magic wand and say “Poof! You now have better conversion rates!”
What we can do however, is examine 10 different areas across the entire customer experience, improve on what we can, use a little spit, a lot of polish & even a little knowledge
to make some magic happen.
The 10 areas that we need to examine are as follows:
Core brand identity - This is everything about the way your brand looks to outsiders. How they perceive it, how they feel about it, and how they feel about giving you their money.
Product & Service packaging - This is all about showcasing your value, setting yourself apart from the herd & becoming something people happily pay extra for. Famously, Haagen Daaz was able to turn their entire brand around and become the almighty ice cream monarch it is today, only because they started charging more for less of their ice cream.
Targeted messaging - Words have power, words that attract power doubly so. When we match the right message to the right person at the right time, our conversion rates go through the roof. (There’s a reason I’m writing this article to use terms like conversion rates, instead of talking about generally making marketing better.)
Targeted distribution - We can have the best looking ad on the planet. The greatest product the world has ever seen. We can literally offer to pay people to use whatever it is we’re selling - but if we’re not putting our ads in the right places, they just won’t perform.
Core mindset / attitude / mentality - There’s a simple idea I like to instill in anyone who employs salesmen/women: Embrace the tendency to worship. Give your employees ways of feeling like they’re working for a cause bigger than themselves, and that attitude will show in all the work they do.
Evangelistic fans - Your current & past customers who had a great experience are one of your greatest marketing assets. Empower them to share that experience easier, give them rewards for reviews, retweets, referrals & more, and watch as 1 turns into 3 turns into 9 turns into 100.
User experience - Experiential design is a funny thing. What one “in-the-know” person thinks is great, another “out-of-the-know” person might have no idea where to start. There’s a reason apps like Uber took over so quickly, and it has everything to do with crafting a seamless experience for even the least sophisticated of users.
The core fantasy - Marketing is about selling a dream. It’s about telling a story that someone connects with, and playing on the core fantasy from multiple angles. For instance, in this very article I’m now connecting with people who believe their problem is any one of these 9 things and showcasing the fact that I’m the right person to look to for advice on solving that problem. Yeah. We’re getting meta over here.
The journey - This is all about leading someone to the conclusion that WE are the solution. It’s about knowing where they’re at in their own journey to solving this problem and - ideally - helping them in the early stages, making them more likely to choose us when they pull the trigger on the big ticket items.
The follow up - Once someone is starting to consider their options & they see what we have to offer, we need to remain top of mind in a way that feels good (not spammy). In other words, we take a page from the entertainer’s playbook and do what they do best: entertain, educate & inspire.
Over the next few weeks, I’ll be sharing more details about each of these problem areas & what we do to fix them. Stay tuned,
Synclair
"If you can improve by just 1% every day, then within 100 days, you'll be able to easily do something you never thought possible." ~ Synclair
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