Conversion happens when a website visitor performs a desired action: clicks on a link, downloads something, signs up for a newsletter, fills out a survey, or makes a purchase.
Conversions are often perceived as more important than views. The ad campaign is considered to be truly effective if there is a good conversion rate. Therefore, marketers are trying to create ads that are as engaging and interactive as possible. Close attention is paid to the landing pages too.
In order to drive more conversions, you can:
- use storytelling about your brand or product
- include customer reviews for better credibility
- offer discounts, coupons, or deals for a limited amount of time
- reduce the website loading time
- drop CTAs and inbound links to put customers through the conversion funnel
- offer expertise in your industry
- create high-quality and innovative content
- reduce form fields
- test and optimize constantly
However, it is not always necessary to do everything to drive conversions. Some people are just browsing and some have just discovered your brand recently and need more time to trust you. Therefore, do not dismiss views and make sure to appreciate them as well. Maybe soon enough these views will turn into conversions.
