3 Conversion Optimization Tools that Turn Visitors Into Leads

For many businesses, technology has become more accessible as an enabler that can help even the smallest startups compete in a hyper-competitive space. As organizations delve deeper into what technology can offer to ramp up their marketing game, many have realized that digital advertising is only one part of the process that, if not nurtured well, will only result in increased costs that might be low on returns. TechJury points out one sobering fact: 40 percent of marketers say that their conversion rate is less than 0.5%. This means that less than 0.5 percent of the people they reach out to do convert to actual sales. The rest of the 99.5 percent who did not respond or engage is simply put, an investment that did not pay off.

Good digital marketers look at eight conversion optimization metrics to help them understand how well their efforts are faring:

1. Traffic sources – understand where visitors are finding your site
2. New visitor conversion rate – grabbing the attention of new visitors is harder
3. Return visitor conversion rate – what made an impression to keep them coming back
4. Interactions per visit – what do your audiences do when they visit
5. Value per visit – how much is each visit worth
6. Cost per conversion – what is your cost per referral
7. Bounce rate – rate at which your new visitors visit your site and immediately exit without doing anything
8. Exit pages – which pages cause people to leave

When marketers understand these points, they are able to make strategic decisions to increase their conversion rates. But in order to effectively measure along these metrics, marketers would need the tools to be able to gather enough data to make their business decisions. Here are three tools to help you on your way to optimizing your digital campaigns and turning visitors to leads:

• Google Analytics 360 Suite

This tool is a powerhouse when analyzing your website’s conversion metrics and more! A specific feature that highlights the strength of Google Analytics 360 is its Event Measurement which tracks events in your site rather than just the URLs. Measuring the call to action (CTA) links shows intent that lets you see why people may drop off after expressing intent. 

One example cited by the Google Marketing Platform is TalkTalk, which utilized the Suite resulting in a 63 percent higher clickthrough rate and lowering their cost of acquiring new customers by 77 percent.

• VWO

VWO helps you get results in your calls to action by running A/B testing experiments on its platform. It lets you test ideas and keeps track of their performance. More importantly, it also keeps track of users who showed interest so you can bring those lost opportunities back into the funnel.

Yellow is one of the companies that has experienced success with VWO. Using this tool, the company has experienced a 40 percent increase in form completions after implementing VWO’s solutions.

• SimilarWeb

There is a reason why top sites all look similar: it is because they employ the best practices that create the perfect environment for converting interested audiences into actual leads and sales. Their tried and tested methods help you gain insight into what works for your intended audience and who your rivals are successfully targeting.

Modo25 has successfully stood out in a highly competitive agency space. Using the tool, the company created a “wow” factor in their pitches helping them close 9 deals.

Conversion optimization tools have always been important to savvy marketers. However, in this age of COVID-19, the importance of these tools has never been more pronounced. As more and more businesses go online, the digital competitive space becomes stiffer and stiffer. Now, more than ever, you need to be able to get your audience hooked quickly and reeled in with precision.