Conversion is often considered to be when someone completes a purchase. While this is true, conversion is also the smaller steps people take during their buying process.
When someone goes through the process of deciding to buy from you, they follow a certain procedure, whether they’re aware of this or not. While that procedure may differ some from person to person, on average it is remarkably similar.
I’ll use Organic Growth as an example.
The general process people go through is:
They come to understand:
- Inbound Marketing works
- They can do it
- Our tools and lessons will teach them and help them get it done
- Who on their team will do what work to make it happen
- Which subscription makes the most sense for them
So on my website, I need to walk them through that process.
The high-level name we give to that process is The Buyers Journey. The reverse of the buyers’ journey is your Sales Funnel.
As people who buy from you go through a decision process. You need to know what it is as it defines your strategy of lead nurturing or the series of micro conversions that work best.
In more general terms, website conversion refers to a number of different actions. The list includes (but is not necessarily limited to):
- Opt-In to the mail list
- Download something
- View video
- Register for webinar
- Make a phone call
- Share a blog post
- Fill out a Contact Us form
You then use lead nurturing (through marketing automation) to stay in touch and nudge them to the next step, and the next, and the next, until they become a customer.
Always remember that an increase in your conversion rate means uplifting your profit margin.
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