4 Ways to Make Context the Weapon of Choice for Conversions
Consider this: how exactly do you behave when you are at a baseball game compared to your presence at a luncheon with state heads (if ever you had such an opportunity)? In the former setting, you’d ideally be yourself. You’d cheer out loud, you’d even swear, wouldn’t you? However, you’d do no such thing at the aforesaid luncheon, board meetings, or the like.
That’s context and your behavior is a function of such context. We go through these motions every day of our lives.
So, why are we talking about context here? According to Malcolm Gladwell, author of The Tipping Point, the immediate environment you are in determines you behavior at that point. He has a string of related examples to pick your brain in this regard.
As marketers and business owners, we want to affect consumer behavior to pursue our goals. For us, customer context is everything.
Sarah Miller Caldicott wrote about The New Marketing 101 where she advocates the need for finding customer context and to get rid of market boundaries. She writes that asking new questions or activating new behavior patterns among customers is a few of those contextual examples that almost changed the way we use mobile devices.
We don’t have to reinvent the iPad for affecting conversions. We don’t even have to trigger deep, embedded emotions. For matters related to digital marketing – and especially for conversion rate optimization – all we need to do is to deploy tactics that trigger activation streams to affect visitor behavior on web properties.
Here’s how you can do it:
Create Feedback Loops
It’s all about customer experience today. If you aren’t getting that into your list of priorities, your marketing bucket is all set to leak for eternity. According to a study by Monetate, more than 79% of customers will buy again if their experience were satisfactory. However, a whopping 89% of customers will switch to your competition in milliseconds if their experience wasn’t satisfactory.
Peep Laja, a renowned conversion-marketing expert, wrote a comprehensive post on the importance of creating customer feedback loops. He defines feedback loops as a series of experiments and insights that you and use to improve customer experience on the whole. Peep advocates applying these loops to every customer touch point in your business including customers, non-customers, leads, etc.
As a part of your experiments to create effective feedback loops, you could do everything that makes sense. Invest in UX/UI, go after conversion best practices, go responsive with your design, and work on every transactional or regular email campaigns you send.
Build Social Proof
Even before you get knee-deep into conversion best practices, content, social media, or design elements that’ll affect your conversions, you have another task that precedes your work with conversions: it’s called social proof.
Social proof, by itself, is a context that’ll affect your conversions. If thousands of people think that your products are cool, others will want to try it out.
Building social proof, however, is tricky. Many businesses attempt ”buying” their way into building social proof (just like many companies during the industrial revolution thought that advertising domination could get them sustenance).
You just can’t buy love. Even if you did, it wouldn’t be worth it.
So, the only thing left for you to do (in order to build social proof) is to hustle. Maybe reach out to influencers or even tinker with marketing hacks. Do what you have to do get people to like and trust you even before you make a pitch. Peep Laja recently recollected how he grew his blog to 100,000 visitors in less than a year.
Similarly, Noah Kagan wasn’t kidding when we wrote this post to detail all the work he had to put in to double his social shares.
Bring Context to Life with Landing Pages
Scott Brinker has a post (on Search Engine Land) that takes you back in history through the generations of landing pages. Every landing page is an arena where intent meets content and then a conversion happens. With A/B testing in place, you’ll be able to work your way up to facilitate these conversions.
The images, the copy, the value proposition, and the call to action – they’re all there on those effective landing pages. Vigilink, for instance, has a landing page that meets user intent (earn money from links) quickly – there’s a short message and absolutely no beating around the bush. Right Signature has an effective landing page with a “Try it Now” box that stays on the side even if you scroll the rest of the page (which has simple images for social proof and features).
A landing page is where all your work on social media, content, digital marketing spend on paid ads, and everything else you do stops.
Once the workflow is in place and your content assets are in motion, it’s at the landing page where you’ll see finally see it happen.
It’s that moment you’ll profit from. It’s that moment of truth (in a digital form, of course).
Make It All Come Together
Some businesses sweat over responsive designs. Others swear by the efficacy of content marketing. The truth is all of this work goes into inbound marketing and ought to come together to facilitate business results such as to generate leads, widen the sales funnel, ramp up conversions, and get customers. None of the aspects of contemporary digital marketing can work in silos.
You can’t possibly work on SEO while ignoring content. Doing content without SEO gets you nowhere. Get everything right but pay no attention to design, UX/UI and conversion elements and you are losing money by buckets.
Conversion is the end result. To make conversions happen, everything should come together: engaging social media presence, purposeful copy, and tight design.
Over to You
Convince and convert – that’s just three words but it’s exactly what sends thousands of businesses into a tizzy world of “I have no idea how to make that happen” syndrome.
Ask for the sale. But be patient if it doesn’t happen. Shopping cart abandonment rate is a given, but follow up with personalized emails. Roll your content marketing assets. Generate leads. Nurture those leads. Make your conversions happen.
How does conversion play for you? What difficulties do you face when it comes to conversion optimization? Do you invest more in getting traffic or conversions?