All too many brands find themselves in a position where their sales, subscriptions and clicks seemingly aren’t performing as well as they could. This is frustrating for those who have tried their best to build a service that provides users with information or tangible good that they need. It is not always the fault of the brand for not guessing exactly how a given audience will respond, as this takes trial and error. Conversions are a huge component of brand success, no matter the niche. Below, we’ll talk about the ways in which conversion rates can be improved by approaching the matter from an abstract approach.

Building the Avenues

In thinking about how individuals convert or don’t convert, the very first thing that should spring to mind is the way in which they arrive at the point of conversion. Web users are easily distracted and as such, it takes a thorough yet simple process to direct them to where you want them to go. Building avenues that connect the user from search or social media, to your landing page, and then onward to a successful conversion is essential. In addition, not all individuals will arrive through the same medium or on the same page, so it becomes important to consider how best to interconnect all of these avenues so that they arrive at a uniform end.

Tinker with the Steps

After your conversion process – complete with avenues – has been in place for some time, take a look at where people are faltering. Are you losing people because the process involves too many pages to sign up, subscribe or purchase? Is it possible that pinging users for more information can be done (if conversion rates are abnormally high)? With a variety of tools such as basic analytics and site heat maps to tell where and what your customers are doing on every page, you can get to the bottom of why they may be leaving or what is convincing them to convert. With this information, you can then proceed to build better stepping stones in the future that accommodate your brand’s needs.

Promote Everywhere

Not everyone uses the same mediums to fetch information or explore content. Many landing page managers make the mistake of focusing their content on one or two specific mediums such as search or Facebook. Pinging users across as many platforms as possible is essential, but this will also mean that the landing pages will have to be customized for each audience. Some uncommon platforms through which to promote conversion attempts include LinkedIn, in forum comments, on answer platforms such as Yahoo Answers, and on Reddit. There are literally dozens of potential sites and platforms that can be used to get the most out of any conversion attempt, and the only limitation is how much work you are willing to do to promote them.

Conclusion

Creating a successful conversion process via landing pages, ad copy and other elements can be difficult. It takes experimentation and effort to get things right. By focusing on building avenues through which your users will travel to reach the point of conversion, tinkering with the steps that take them there and promoting these efforts on as many mediums as possible, you can maximize the likelihood of being seen and achieving conversion success.