With some of the basics out of the way, let’s focus on some of the main types of conversions, and how you can use them for your site.
Different brands in different industries will need to rely on different types of conversions; for example, an online retailer will rely on more direct product purchases, while a B2B service-oriented company will need to generate more leads from contact forms.
Understanding the strategic and logistical differences between these conversions is the first step to building an effective campaign.
Product purchases are one of the easiest and most straightforward types of conversion; essentially, when someone buys a product, or multiple products, a conversion has taken place. These are ideal for eCommerce platforms, or for businesses that focus on selling tangible goods, whether you have a vast library of different novelties or you’re just trying to sell your eBook.
There are a few different angles you can take to improve your ability to sell products.
(Image Source: Amazon)
(Image Source: Kickstarter)
Conversions based around lead generation differ significantly from those focused on purchasing a product. The idea here is to get a user to express some significant level of interest in your brand, handing over their contact information so that your sales team can contact them and hopefully sell them on your products and/or services. In many cases, these eventual sales are much more significant, either in price or in commitment; for example, rather than purchasing a $20 lawnmower part, they might be signing up for a $10,000, 6-month contract. Lead generation is frequently used by B2B companies, but this isn’t exclusive.
Lead generation conversion optimization is a bit trickier, since you won’t be able to tie a direct value to your conversions, the strength of a conversion is variable, and asking for personal information is much different from asking for money.
(Image Source: Hubspot)
Another type of conversion is the email subscribership, which for all intents and purposes is just a simplified version of the lead generation conversion. Instead of asking for lots of personal information like a name, title, and a reason for contact, all you’ll look for here is a name and an email address. You’ll collect this information to be used in your future email marketing campaigns, so every name you collect has a value—just not as much value as a direct lead or a purchase.
The flip side to this is, of course, that email subscribers are easier to get than leads. The process requires less of a commitment, and people are more willing to submit their personal information as a result. Furthermore, email subscribership can be a peripheral goal for almost any business, even if you have other conversion strategies in place. If email marketing is a central focus or value for your brand, you’ll need to prioritize this.
For the most part, any type of conversion that works in the “lead generation” category can work for the email subscribership category. For example, you could use side bars or popups to encourage new email subscribers, or use a blog callout to forward them to a particular area to sign up.
You can also earn value and gauge consumer interest with “micro” conversions. These are meaningful forms of user interaction that don’t necessarily translate to direct revenue (or a significantly increased chance of direct revenue). Instead, these are indications of user interest, which is valuable in terms of brand visibility and loyalty.
There are a handful of types of micro conversions you’ll want to pay attention to:
These aren’t the only types of micro conversions out there, but they are some of the most common. They won’t help you figure out your new revenue or your ROI, but they can lend some significant insight into the value and appeal of your brand, and give you direction on improvements you can make to your conversion strategy.
I’ve listed four different types of conversion to pay attention to: product conversions, lead generation conversions, email subscribership, and micro conversions. Each of these is best suited to a different type of business, and most businesses will stand to benefit from paying attention to some of these forms of conversion rate optimization more than others. However, all of these modes of conversion can be useful in some way. It’s up to your individual goals and desires to decide which of these modes are the most important, and how you’re going to balance your strategy. I encourage you to decide which of these types of conversion you’re going to focus on before planning the rest of your strategy.
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