Those who have had success in digital marketing know that conversion rate is ever-evolving and extremely agile. You may be an auto-parts marketplace today, but if you want to stay in business and grow, you will have to focus on migrating your conversion efforts to something you would have never imagined – storage and mobile app services? And if you don't agree, just think of Apple – did you expect to see them in the phone, and now watch business?
Conversion rate optimization is about making sure you are inside your customers' minds.
It Always Starts with the Customer
My last post talked about understanding buyers for what they are; people. This is where your strategy needs to begin – the needs, pain points, and interests of those people. Forget about your company's goals; you need to fascinate your customers with products and content that intersects with their needs.This should be your main goal.
Understand the how, who, and whys of your customers, so you can create personas that can help you develop your marketing strategy. Look for patterns and categorize them in a simple way.
Study Your Customers' Minds
We are always trying to engage customers so they convert–purchase, download, subscribe, like, share–we want customers to take action. So, understanding how and what customers are trying to do to solve their pain-points is very insightful.
I recommend using basic methods to make sense of what gets your customers motivated, so you can create messages that influence their conversion process. And don't try to mind-fuck this to death, just create logical customer stories based on data; why are they shopping? what kind of product are they looking for? what is their lifestyle? what makes them tick?
This is how you will get customers to click.
Make it Personal(ized)
Greg Glassman said on 60-minutes that he created CrossFit to get people "ready for war, ready for earthquakes, ready for muggings, ready for the horrible news that you have leukemia."
CrossFit taps into the challenges that everyone faces and the fear that one might not be physically or mentally ready when it hits.
Their thinking appeals to athletes in a very visceral manner, and the brand embodies it with many psychological lures. You can sign up with many big gyms, but CrossFit will prepare you for "the unknown and the unforeseen."
You will be surprised by the results of applying this to your business and wonder why you have waited so long to think about it. Putting your customers' goals ahead of your own can possibly redefine your company's future.