The word conversion is often thrown around the digital marketing world. Do you find yourself asking what the heck that actually means?
We typically think conversion applies only to registrations (and we all want that to be the end goal). Conversion encompasses much more.
Ultimately, conversion is engaging the visitors of your site to take whatever further action that you find valuable. It can be getting users to watch a video clip, download agendas, research training groups or share stories on message boards. The more engaged your visitors are, the more time they spend on your site. The more time they spend on your site, the more likely they are to feel connected to your brand. The more connected they feel to your brand the more they will register, tell their friends and keep coming back for more.
These things don’t work in a vacuum, they must weave together to work seamlessly. There are a few places you can start when looking to increase conversions on your site.
You can’t fix a leaky faucet if you don’t know where the drip is coming from, right? Similarly, how can you fix a website if you don’t know where your problems (and your successes) lie? Site analytics are critical if you want to increase conversions on your site. We’ve found that many race directors either don’t have the capabilities or aren’t using the key reports that provide crucial information in figuring out what is working for their site and what isn’t.
Analyze your site. Use the information. Make changes! Websites should never be static. You can always tweak to find what peaks the interests of your users and they will always be happy when new information comes along.
If we always got it right the first time, life would be boring. Test your ideas. Test headlines on your site. Which ones seem to draw people in more? Test long versus short or serious versus funny or statement versus question. The results will teach you more about your users and help you figure out how to attract more.
Test your designs. Figure out the best spots to put your registration button. You want to make sure it’s visible, accessible and large enough to click on from a mobile device (those big fingers can get clumsy sometimes). There’s a whole science around the success of different colors of buttons and the text on the button (Get Started versus Learn More).
Everyone involved with your event (within reason) should weigh in. You never know what you can learn from one another.
Now, we’d never tell you to go out and copy someone else’s work. But, as they say, imitation is the sincerest form of flattery. There is no rule that says you can’t emulate what works for other successful organizations. Look at other sites and try to decide what they have that makes their site work. Takes those ideas and put your own twist on them.
The reality is that revenue-boosting conversions require small incremental conversions. Someone opens an email (conversion) that leads them to visit your website (conversion). There, they link to a blogpost (conversion) that increases their familiarity with your expertise and guides them to subscribe to your Twitter feed (conversion). That may lead them to a webinar (conversion), which convinces them to sign up (conversion). Every time someone says ‘yes’ to you, you’re one step closer to having a new customer.
Increasing conversion to your site can happen in so many ways, on so many different platforms. Start with the big picture. Analyze your strengths and weaknesses and find out how you can engage your users. Your website is quite arguably your most powerful tool. And, as Spiderman’s uncle always told him, “with great power, comes great responsibility.”