It’s never easy converting website visitors into real customers, but with the right data and the right skills to interpret those findings things can get a lot easier. Going back through the recent history of online marketing, we’ve found ten strategies that super successful businesses have used to boost their conversion rates, using a mix of social intelligence, market research, social listening, and social media marketing. Here’s our guide to harnessing them.
1. Use Social Intelligence
LEGO used social intelligence to identify and engage with adult fans of their product. This is a very different audience to the traditional LEGO target – children. The company had to understand their adult fans’ specialist interests and cultural touchpoints, and then target them with laser precision. The team at LEGO managed to reach a whole new audience of fans! Read more about LEGO's strategy.
Lego weren’t just building detailed models of the Millenium Falcon here, they were also building a community. LEGO tapped into the nostalgia and creativity that adults had always associated with such a classic toy, developing specialised sets based around similar nostalgic touchpoints - Transformers, Star Wars and Back To The Future. They also, crucially, encouraged social sharing of creations. It meant that LEGO was able to reach a whole new demographic.
2. Understand Your Audience through Market Research: Ford
Ford utilised comprehensive market research when launching the EcoSport model in the U.S. They understood that a younger generation was leaning towards compact SUVs, and there was a gap in the market. Discover how Ford succeeded.Through surveys, focus groups, and trend analysis, the company was able to identify the key interests and pain points customers associated with their products – things like fuel efficiency and affordability. They tailored the EcoSport to meet these specific demands, resulting in a product that specifically fulfilled the needs of the target customer … and massively increased sales.
3. Embrace Social Listening: Gatorade
Gatorade pioneered one of our favourite classic social listening tools: a Mission Control Center. Here, a dedicated team monitored online conversations around the brand, tracked feedback, engaged with customers, and even reached out to influencers. See Gatorade's approach.Gatorade's approach went beyond merely collecting data. They wanted to engage in a two-way conversation with their customers. By getting into the trenches and actively communicating with consumers, Gatorade was able to grasp what people really wanted and needed. This hands-on understanding allowed them to tweak marketing tactics on the fly, nurturing a committed fanbase and securing a prominent position in the market.
4. Engage with Social Media Marketing: GoPro
GoPro leaned into the specific superpower of their product: Audience could use it to create cool content. By encouraging anyone with a GoPro to submit videos, they created a bank of user-generated content, turning customers into brand ambassadors. Learn from GoPro’s success.This approach transformed the brand's social media channels into hubs of creativity and adventure, with a loyal community of genuinely engaged followers – in many ways, the marketers dream.
5. Enhance User Experience on Your Website: ESPN
After conducting usability tests, ESPN.com realised the need to redesign their website. They actively sought feedback from regular users and implemented changes accordingly, resulting in a 35% increase in user engagement. Explore ESPN’s UX improvement.ESPN went beyond mere visual enhancements in their redesign; their core goal was to craft a smooth, user-friendly experience. Everything, from the way visitors navigate the site to how the content is laid out, was meticulously planned to resonate with users. This thoughtful approach did more than just please the eye; it translated into happier users who not only came back more frequently but were also more likely to subscribe.
6. Experiment with A/B Testing: Google
Google's commitment to optimising user experience led them to experiment with 41 shades of blue for their links. They carefully monitored user interactions and made decisions based on data. Read about Google's famous experiment.It’s a tiny detail, but it tells us a lot about Google's dedication to understanding user behaviour. The final choice of blue was not only visually appealing but also enhanced user engagement. Meticulous A/B testing meant Google could refine its UX, which then translated into higher click-through rates.
7. Design Targeted Landing Pages: Airbnb
Airbnb used the power of personalisation to make its landing pages more dynamic and tailored to customers’ behaviour, notably their search history, and location. This meant that a visitor to the site was served the most relevant information straight away.. See Airbnb's data-driven design.This wasn't a one-size-fits-all solution; Airbnb's landing pages adapted to the individual user, showcasing properties and experiences that aligned with their interests. By making visitors feel seen and understood, Airbnb increased engagement and conversion rates, creating an experience that users really enjoyed.
8. Offer Exclusive Deals and Discounts: TOMS Shoes
TOMS Shoes created the 'One for One' deal, where every purchase led to a donation. Sales went up, and so did the brand's reputation. Uncover TOMS' unique selling proposition.The strategy worked because it leant into the brand’s value. Customers were not just buying shoes; they were contributing to a cause. This meant TOMS fostered customer loyalty and stood out in a competitive market, while also doing real good.
9. Showcase Reviews and Testimonials: Figleaves.com
Figleaves.com pioneered integrating genuine customer reviews into their product pages, leading to a 12.5% increase in conversion rates. It meant buyers had real and relatable evidence of the quality of the product they were considering.. Read how Figleaves.com utilised reviews.By displaying real feedback from satisfied customers, Figleaves.com created a trustworthy shopping environment – a system so effective that it’s become pretty much ubiquitous.
10. Utilise Chatbots for Customer Support: Amtrak
Amtrak's AI-powered chatbot 'Julie' has been more than a digital assistant; it has become an important part of the whole booking process. Julie means that customers get real-time support, information, and help with bookings. It has led to a remarkable 30% reduction in booking time. Learn about Amtrak's chatbot success.Julie shows passengers that the company actually cares about customer service. By integrating AI, Amtrak gave their customers personalised, instant support that worked just for them. The booking process becomes much simpler, and the user gets a genuinely memorable customer experience, boosting satisfaction and loyalty.
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Published on 2023-08-10 11:12:33