What’s the point of pouring millions into web marketing campaigns, when you don’t have an effective lead-to-sales conversion strategy in place?

None.

It’s like filling a container with water, which has too many leaks in it. The container empties out as soon as you fill it.

The effort your sales team is putting on to bring some excellent leads will never pay off if those leads don’t convert to sales. A prospective client might dismiss the idea of purchasing your service after few rounds of cold-calling, taking you back to the point, from where you started.

What’s the solution then?

Optimize your conversion rate

That’s the bottom-line. Marketing efforts need to be fine tuned to conversion attempts. Only then, you can expect success in the competitive business scenario. I know it’s easier said than done, and that’s why I’ll lay out some tips for you to follow in this article. The tips can tune up your marketing goals to match your conversion optimization strategies.

#Tip 1: Custom campaign requirements

Get rid of one-size-fits-all type strategies because they are outdated. Every campaign is unique and have requirements, which are unique. Understand those requirements first. For starters, do you have a custom page for a custom product? No? Then you are one step behind your competitor.

That’s because your competitor may feature a run-of-the-mill product on a highly customized page, and succeed in capturing a visitor’s attention, whereas your product, assumingly way better than your competitor may fail to tug at the heart of potential consumers and fall flat on the ground.

Understanding and meeting the custom requirements of products/services is the only way to hold consumers.

#Tip 2: Dig into consumer comments

The advantages of interactive marketing helped it to gain a momentum. They include increased sales conversion, which finally boils down to individual activities, such as adding something to the cart, buying something right on the spot, ordering an item for same-day delivery, etc.

Experiences that hail from those activities can be satisfactory or disappointing. A brand needs to dig into consumer comments to get an idea. If a successful sale precedes a negative comment, then either the quality of the product wasn’t up to the snuff, or the logistics department was to be held accountable.

Some brands hold it’s difficult to go through each and every comment and work on the experiences described by them. But I find it a lame excuse because my belief is it’s the most convenient way to quantify customer experiences and have a crack at interactive marketing.

#Tip 3: Ghost button

The majority of online marketers are stuck at the apparent definition of a ghost button. I urge them to put their fingers on its key aspects, which include opaque background, placing the button in the right location and light font. These aspects can help your call-to-action page get a makeover.

The placement of a ghost button is not a headache for you. When someone lands on your site, his attention falls on the body area unless you have propped up the header or the right/left navigation area. A ghost button gives you complete freedom to place it anywhere in the body.

Isn’t that a big relief?

It sure is. The button is not obtrusive to consumer-engagement as it doesn’t block any design element. Ghost buttons suit apps as much as they suit websites, which eases your marketing journey to the handheld platform.

#Tip 4: Work on web copy

The tone of copywriting changes as soon as you move to sales conversion from lead generation. Some copywriters would dismiss that as they believe a unique copy is enough to influence consumers inasmuch as a sale could be closed.

That’s not true. Poor content may spoil your lead generation efforts and that in turn might lower the prospects of a sale. But it's not the other way around. Just because your web copy has invoked interests in consumers, doesn’t mean they’ll end up buying your product.

Your web copy needs to be persuasive, and that’s possible when you integrate the following two crucial strategies into your copywriting approach:

• Don’t demand anything from consumers.
• Just tell them how the product/service can benefit them.

That’s all! The more your web copy emphasizes on these two important aspects, the more the sales conversion percentage soars.

Measure your success

You can always add your two cents when applying the four strategies discussed above. Don't forget to measure the outcomes. Does the application bring success? If it does, then can it be repeated? Keep measuring success so the strategies evolve and help you get an edge even when the marketing playground changes.