A Guide to Conversion Marketing

Conversion marketing is a tactic that aims to convert your target audience into performing a desired action, which in this case is becoming your customer. To find out the effectiveness of the marketing tactics, we will have to look at the conversion rate, which is measured by the percentage of visitors on your website who have successfully completed your required goal. A conversion may take various forms and can be anything from making a purchase, placing an order or clicking a call-to-action button.  

To better enhance your conversion marketing tactics, you may refer to the conversion funnel, a step-by-step strategy that guides users from getting to know your business to carrying out a desired action. Let us take a closer look at the four core aspects of the conversion funnel – awareness, interest, desire and action.

  1. Awareness  

This is the first stage of the conversion process, where people have just discovered or are just starting to know of your brand and/or the products and services you offer, and are considering whether to make a purchase. This awareness stage is especially crucial because it is the first step to getting a potential customer interested in your brand. Therefore, the messages presented at this stage must be informational yet compelling to keep their interest. The audience has to be convinced that you are well-versed and knowledgeable about the issues they are facing and are capable of providing the relevant solution to it.

  1. Interest + Desire  

Now that you have successfully captured the attention and interest of a potential customer, it is time to provide them with more details about your brand for decision-making. The prospective customers will also now take into account and weigh various solution options to their problem, including the products and services your business is capable of providing. Hence, your marketing content must now coincide with their considerations and provide a satisfactory answer to their problems, since they will now have more information not just on your business but also on your competitors. 

With trust being a fundamental aspect in this stage, it is also important to create content that puts your brand in a good light and conveys its trustworthiness. 

  1.  Action  

Lastly, this stage is where potential customers are converted into your customers. After gaining a clear understanding of your brand, they already have the intent of purchase in mind, and you may look forward to these customers becoming loyal customers or even advocates!