Do you need more leads… Or simply more conversions?

From my years of being a marketing, I find many businesses focus on needing to get more leads. And I for one would never say new leads aren’t important.

But, I want to draw your attention to what often is an overlooked part of the sales funnel process.

And that simply put is all about ‘increasing your conversion rate’, often referred to as ‘conversion rate optimisation’.

Most likely you are already using a range of lead generation tactics, where you are driving people to your website, using a range of digital marketing tactics including:

Google Ads
SEO
AI Search and AI Overviews
Social Media Marketing

But, possibly that’s where your focus may be ending… just focusing on getting new leads, and not focusing on conversions.

Why Focus on Improving Your Conversion Rate?

Simply put, you’ve already put great effort in to drive people to your website, and by just increasing your conversion rate from your existing leads by just 10%, it may make a really significant difference to your overall sales and turnover.

For example, if you are running a Google Ads or Social Media campaign, don’t just focus on having more budget to get more clicks and traffic. The weakness of your campaign structure could be your landing page, and getting more and more clicks to non-performing landing page won’t fix your core problem.

What Can You Do to Improve Your Conversion Rate?

Sometimes it’s the small things that make all the difference. Here’s some questions to ask yourself:

Is it a visually appealing landing page, with quality content, and clear distinctive on-topic headings?
Have you included useful information about the benefits of your product or service?
Have you provided some level of social proof e.g. client testimonials, before and after photos, product reviews?
Have you considered what your customers ‘barriers to purchase’ could be, and have you addressed these in some way with your messaging and content?
Have you used clear and consistent ‘call to action’ buttons to entice the customer to call you or complete an enquiry form.

How to Track and Measure Conversions?

One tool I find very useful for helping businesses measure their website performance, is looking at their Google Analytics stats. With the latest Google Analytics (GA4) you can quickly and easily track and measure visits to your website and the key pages viewed.
More specifically you can also track ‘Key Events’. This level of conversion tracking can easily be set up, and it provides accurate reporting on key conversion events, e.g. phone calls, forms sent, email links clicked. At Aztera Marketing with use Google Tag Manager in conjunction with GA4 to track key conversion events.
From my experience, this provides useful information regarding the pages customers are viewing, what the journey of the key pages are, and accurate tracking of conversion activities.

Conversion rate optimisation – where to put your initial focus?

For optimising your conversions and to improve your conversion rate, here are 3 key areas to initially focus on:

Critically assess your main landing page, your Home page, and any other pages you drive specific traffic to. Be objective and consider what small things could you change or include, that may make all the difference.
Track and measure of your website visitor statistics. Make sure you have Google Analytics (GA4) set up on your website and that it is correctly set up. On a monthly basis, look at your monthly stats regarding website visitor traffic, pages viewed, Key Events, and other supporting stats.
Ensure your website has good, relevant and current social proof as part of you page content, e.g. client testimonials. With good use of social proof factors, it helps build trust with your prospective customers. Keep in mind, “people buy from people that they know, like and trust”.

So, don’t just singularly think of getting more leads, but also bring into the mix a stronger focus of improving your conversion rate (often called conversion rate optimisation). Without considering specific conversion impacting factors, you may simply end up buying more empty, non converting leads, at a significant cost to your business.

You can waste a lot of money on leads…with poor conversions…so don’t!

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At Aztera Marketing in Wellington we specialise in helping small and medium-sized businesses with improving the effectiveness of their marketing activities. We look at the total sales funnel. This includes lead generation tactics and impacting lead conversion factors. Learn more about our general digital marketing services.