Conversion rates are an essential part of any online marketing campaign. After all, marketing campaigns are designed to get people to sign up, buy or subscribe after visiting your website.

An increase in conversion rates is the ultimate goal for your website. If you increase the conversion rate of your website, this will lead to business growth.

Know your conversion rates

In order to increase conversion rates, it’s imperative that you know what conversion rates you’re starting out with. Conversion tracking gives you an insight into what happens after people visit your website. Setting up specific actions will help you to track how many visitors led to conversions.

To start tracking conversions, you need to create specific actions. Actions refer to activity that you define as valuable to your business. Conversion actions could include purchases, sign ups, calls and app downloads.

Once this has been set up, you will be able to get a better understanding of your conversion rates by seeing the data behind your tracking.

Update blogs on your website

Think about the last time you updated the blog on your website. If you’re finding that you haven’t uploaded any new content for quite some time, then you’re instantly telling visitors that your website is out-dated and has nothing interesting to say.

Blogging is a great way of engaging visitors and keeping them informed. If this is done well, you can use questions from visitors, so that everybody else will see your content when they search the same questions on Google.

Update your social media with new blog postings, so that people can see that you’re constantly updating your website, keeping it fresh and current.

Video has impact

Using video on your website provides content that is visual, which means that it has the potential for visitors to remember it more than written content. The current digital landscape means that people will often share video content across their own social media platforms.

Video content is a cross-device medium. Whether it’s computers, tablets or mobile phones, video content can be easily watched across all devices. This offers an opportunity for you to increase the potential reach of your website.

Brand messaging is a key component of your marketing strategy, and using video on your website allows you to strengthen your brand. The way that you design, edit and brand your video is a vital tool in helping you build your brand identity and letting visitors know who you are and what you do.

Personalised content is another way of using video to adapt the content of your website and marketing strategy to increase conversions. When people feel like you’re talking directly to them, they are more open to the message and content of the video.

Videos should be short and engaging, and getting both of this things right is a key part of ensuring using video content leads to an increase in conversion rates for your website.