It’s common for people to visit websites without converting — maybe they’re conducting product research, educating themselves on your brand, or weighing out the advantages of your product versus one of a competitor.
All of these actions are normal but they’re not always ideal for your business — you want those visitors to stay on your site and convert (e.g. provide their contact details, sign up for your newsletter, or make a purchase).
One way to help accomplish this — and avoid customers coming and going without converting — is with the help of exit intent pop ups.
In other words, exit intent pop ups know when one of your visitors is about to leave your website — they serve a visitor a valuable offer/ message that’s designed to keep them on the page (and, hopefully, influence them enough to convert).
How do exit intent pop ups work?
Imagine a visitor is on your ecommerce site — they’re browsing your product line. They then decide they want to exit the web page they’re on and they move their cursor out of the frame/ boundaries of your website. But a pop up appears with an offer (e.g. coupon code, free ebook, free trial, etc.) that they stay on the page to read. They click your CTA and convert in the way you intended them to.
So, exit intent pop ups make it possible to retain visitors on your site for longer periods of time, increase conversions, decrease cart abandonment rates, grow your email subscriber list, and more.
What about exit intent pop ups on mobile sites?
Your target audience is bound to browse your site via mobile device. But if exit intent pop ups work by tracking cursor movements, then how does this strategy work on mobile devices?
Exit intent pop ups will often appear on mobile devices after one of two actions are completed by visitors.
1) A visitor scrolls down your web page at a normal pace, but then rapidly scrolls back up to the page.
2) A visitor presses the “Back” button on the screen.
How to Implement Exit Intent Pop Ups
The easiest way to implement exit intent overlays on your web pages is with the help of a tool specifically designed to do just that.
Let’s take a look at the features and benefits you can get out of one of these tools by looking at an example.
HubSpot’s Exit Intent Forms track visitor mouse movements and clicks on your website and then display your form when visitors appear to be leaving. In addition to showing your customized exit intent form, HubSpot can send automated emails (e.g. cart abandonment) and re-engagement campaigns or content.
Implementing exit intent forms with HubSpot is simple and quick — you simply embed your exit intent messaging on your website. HubSpot also allows you to customize your message, theme, and pop up timing.
With HubSpot, you can also:
Customize your exit intent form’s location, branding, and messaging.
Trigger email campaigns once visitors leave your website to reengage them.
Integrate with your other systems for marketing, forms, and meeting scheduling without the need for additional development (e.g. Zapier, Shopify, WordPress, etc.).
When they’re used and shared on the right web pages at the right time, exit intent pop ups are an effective strategy for increasing revenue. This is because they help you lower cart abandonment and increase retainment, form submissions, and subscriptions on your website.
To better understand how exit intent pop ups work, put yourself in the shoes of your website visitors for a moment. Imagine you’re browsing a website with a specific product that you like and/or believe can help you resolve a challenge you’re facing.
But you then say to yourself, “Ehh, I’ll think about it and come back to this later.”
You move your cursor to the top of the screen to exit the page. But suddenly, a pop up appears on the screen — it’s a coupon for 20% off your first purchase.
You’re likely going to consider applying that coupon code and purchasing the product now, right?
Exit intent pop ups work by providing customers and website visitors with the value that they wouldn’t otherwise have had on the landing, web, or ecommerce page.
An important piece of information to note is that exit intent pop ups should be used when people haven’t already taken action — this feels redundant and impersonal to your visitors.
For instance, if someone already clicked your CTA to subscribe to your newsletter — which shares discount codes and information about product deals — then you shouldn’t show them an exit intent pop up with that offer.
Exit Intent Popup Examples
In this section, we’ll review some of the best exit intent pop up examples.
Best Exit Intent Pop Up Examples
Here are some of the best exit intent pop up examples for lead generation to inspire and guide your exit intent pop up creation.
Why it’s effective: This cart abandonment exit intent pop up is effective because it appears on the page the moment someone who has an item in their cart moves their mouse towards the “exit” button on the screen.
Not only does it remind visitors that they are leaving items in their shopping cart, but it also asks for feedback about why the visitor is deciding to move forward without making a purchase.
This is unique and powerful because it shows visitors that the company cares about them on a personal level — they want to know their opinions, challenges, feedback.
These are the types of customer experiences that leave a good impression on visitors and leads even if they don’t complete a purchase. You’re offering them a personal experience that may lead them to come back in the future or promote your business among their networks by word-of-mouth.
2. Email/ Newsletter Subscription Exit Intent Pop Up Example
Why it’s effective: The moment you scroll back to the top of the page and move your mouse out of Omsom web page’s framework, a bright exit intent pop up appears with a form so visitors can sign up for the Omsom newsletter.
The pop up is well-timed, on-brand and eye-catching (even for someone who has the intention of leaving the page), and clearly states the value a lead will get out of submitting the form (getting the latest brand information, recipes, tips, and “hot takes”).
3. Discount on Purchase Exit Intent Pop Up Example
Why it’s effective: If you go to leave the Elaluz landing page an offer appears on the screen with a 15% off discount. Whether a visitor was thinking about moving forward with a purchase at that moment in time, the coupon is enticing for anyone on the site.
In addition to influencing purchase behavior with the coupon code, it also requires an email address — meaning those visitors who want the code must convert whether they use the code that day or not.
Why it’s effective: When you go to leave Curls’ landing page, you’re shown an exit intent pop up that asks you if you’re leaving. It then succinctly tells the visitor what they’ll be getting out of submitting the form.
In addition to this exit intent pop up’s timing being effective, it’s also located in an ideal spot — it’s at the top of the page, where a visitor who’s leaving the page naturally has to move their cursor. Lastly, it’s unique because it makes the offer a surprise — visitors know they’re getting an “exclusive offer” but they don’t know exactly what that offer is which is exciting and enticing.
Why it’s effective: When you’re on ActiveCampaign’s blog and you go to leave the page, an exit intent pop up appears with educational resources. It’s a free guide with six emails for your “welcome series”.
Not only is ActiveCampaign positioning itself as valuable because they have helpful information to share with their target audience, but the company is also positioning itself as a thought-leader in the industry.
Additionally, although the offer is free, visitors who want it have to submit their email address ¸— meaning, a new lead and contact for the business.
Other Ideas for Exit Intent Pop Ups
These aren’t the only five types of exit intent pop ups you can create and implement. You can offer your target audience anything you believe they’ll find valuable, whether it drives leads or not — here are some more ideas:
Free shipping
Contest entry
Blog subscription
Customer experience survey
Course or lesson
Customized offer of some kind based on past buying experiences
Product demo
Increase Conversions With Exit Intent Pop Ups
Exit intent pop ups are a simple yet powerful marketing and lead generation strategy. Once you implement them, you’ll be able to retain more audience members on your website and increase conversions and revenue.
If you’re looking to turn your website visitors into leads — and, more importantly, paying customers — then you know that staying on top of the latest and greatest conversion rate optimization statistics is a must.
Unfortunately, many of the CRO statistics available online are outdated, making them irrelevant in our fast-paced digital world.
That’s why we’ve put together this list of the most recent and relevant stats to help you create an effective CRO strategy that’ll increase your conversions. Included, you’ll find the latest SEO, landing page, e-commerce, blog, and email conversion rate statistics.
What is the average conversion rate?
Across all industries, the average search conversion rate is 2.35%, which doesn’t seem very high.
That’s why it’s so important to get your website ranking for high-value keywords.
1. The first result on a Google SERP gets the highest organic click-through rate at 31.7%
By using effective SEO strategies, you can get your website to rank in the number one spot on Google and enjoy the highest click-through rate possible.
2. Title tags with 15 to 40 characters have an 8.6% higher CTR
Shorter title tags generally perform better since it’s both easier for people to read and easier for Google to understand.
Always remember to include your main keyword in your title tag to make sure that it’s optimized for search.
3. 46% of all Google searches are for local information
If your business offers local products or services, optimizing for local SEO is a great idea.
You can achieve this through several methods, such as using local keywords, creating a Google My Business account, writing content based on local news, etc.
4. Mobile devices account for more than half of web traffic worldwide
In the first quarter of 2021, 54.8% of web searches were done via mobile devices (excluding tablets).
Your website must be responsive to guarantee that your visitors can navigate easily regardless of the device they’re using.
5. A long-tail SEO technique outranks a broad keyword SEO technique by 3% to 6%
For SERP positions number two through five, long-tail keywords work better since it’s farther down the sales funnel.
6. The first result on Google has 3.8 times more backlinks than positions 2 to 10
It’s been proven that the number of domains linking to a page correlates with its ranking position.
So, getting backlinks from multiple sites is vital if you want to rank higher in search engine results.
7. On average, URLs in the first search position are 9.2 characters shorter than URLs in position 10
It’s important to keep your URLs short. Most of the URLs that rank on Google’s first page are between 40 and 100 characters.
8. In 2019, 45% of U.S. Millennials used voice-assisted shopping
If you haven’t yet, you need to optimize your website for voice search.
You can do this through a number of methods, such as focusing on conversational keywords, building pages that answer FAQs, optimizing your local search, etc.
2. Removing the navigation bar from your landing page can double your conversions
VWO used an A/B test in which they removed the navigation bar from Yuppiechef’s landing page. It resulted in signups going up from 3% to 6% — effectively doubling their conversion rate.
Personalized CTAs, also called Smart CTAs, convert far better since they display customized CTA buttons for each website visitor based on their information.
4. Explainer videos can increase your conversion rate by 30% or more
As people’s attention spans continue to decline, explainer videos are a great way to keep visitors interested and give them a wealth of information quickly.
5. Most landing pages have five form fields
Your user shouldn’t feel like they’re giving more information than they’re getting back from you.
To avoid this, you need to limit your form fields appropriately according to the buyer stage that the visitor is in.
6. Adding a floating coupon to your landing page can increase your click-through rate by 12%
A test done by Jeff Rizzo from Slumber Yard showed that the company’s click-through rate increased by 12% when they added a floating coupon to landing pages.
These coupons can be small perks such as free shipping, 5% off a future purchase, etc.
7. You can generate seven times more leads by having 31 to 40 landing pages as opposed to only having one to five
Even more impressively, businesses that have more than 40 landing pages generate 12 times more leads.
Bottom line — when it comes to lead generation, more landing pages are the way to go.
8. The average conversion rate of a landing page is 4.02%
It’s important to take note of the average landing page conversion rate. However, you also need to consider that your conversion rate will depend on the industry that you’re in.
Having a solid eCommerce SEO strategy in place is crucial. Here are the top e-commerce conversion rate optimization statistics.
1. Digital buyers in the U.S. consist mainly of Millennial internet users with a penetration rate of 86.2%
It’s important to know who your main target audience is. By knowing which generation your audience is in, you’ll be able to measure your conversion rate a lot better.
2. ECommerce cart abandonment is often between 60% and 80%
You can increase your sales exponentially by reaching out to prospects after they’ve abandoned their cart, either via email or through cart abandonment software.
3. 50% of shoppers say that images help them decide which product they want to purchase
By investing in good product photography for your eCommerce store, clients will be far more likely to purchase your products.
4. 3.41% of users who visited eCommerce stores in the third quarter of 2020 on their tablets converted into purchases
Desktops follow tablets at 2.59% and mobile phones at 1.98%.
By making your eCommerce store responsive, your visitors will be able to browse your website seamlessly on any device.
6. The arts and crafts industry has the highest conversion rate at 3.39%
It’s important to note that even though the average eCommerce conversion rate is 1.76%, the different eCommerce industries have varying conversion rates.
7. 59% of online shoppers say that it’s important for them to be able to shop on mobile when deciding which brand to buy from
When buyers are in their decision phase, they like to use their phones to browse the different shop options before making a purchase.
8. MCommerce is predicted to rise at a 25.5% compound annual growth rate (CAGR) to hit 44% of eCommerce by 2024
The two main devices that are driving mCommerce (mobile ecommerce) are smartphones and tablets.
Using smartphones for eCommerce in the U.S. is predicted to increase from $128.4 billion (in 2019) to $418.9 billion through 2024.
1. Articles of 3,000 words or more get twice the amount of page views, as well as 24% more shares
Google’s algorithm prefers longer content — meaning that content length does impact an article’s SERP position.
2. Using anchor text CTAs in your blog posts can increase your conversion rate by 121%
Hubspot added anchor text CTAs to many high-traffic blog posts. As a result, its conversions increased by 121%.
Keep in mind that other factors such as email marketing efforts also affected this number.
Below, you’ll see an example of anchor text on Hubspot’s blog post.
3. Small blogs should post three to four blog posts per week, whereas large blogs should post four to five blog posts per week
Blogging should be a priority if you want to boost clicks. You’re 13 times more likely to see a positive ROI if you make blogging a part of your day-to-day duties.
4. Content marketing costs 62% less than traditional marketing methods, yet it generates three times more leads
By investing in content marketing such as blog posts, videos, and social media posts, you can increase both your brand awareness and conversions.
5. Using high-quality and optimized images in your blog posts could make you rank first in Google’s image search
Even if your blog post doesn’t rank first, you can still rank high in Google’s image search results if you use high-quality and optimized images.
6. A high content grade for a blog post strongly correlates with higher rankings
Improving your article’s content grade by just one could increase your ranking by one position. This may be because Google prefers more comprehensive content or because users are more satisfied with in-depth answers to queries.
7. One compound blog post produces as much traffic as six decaying posts
Compound posts refer to blog posts that progressively see an increase in organic traffic over time. On the other hand, a decaying post is a post that gets traffic shortly after being posted but then sees a significant decrease in traffic.
8. Blog posts that contain at least one list per every 500 words get 70% more traffic
Time and time again, it’s been proven that consumers love articles with lists. This is because lists are extremely easy to consume and more fun to engage with.
Email marketing is vital for the success of any business. Here are some of the most recent email conversion rate optimization statistics.
1. On average, businesses generate $36 for every $1 spent on email marketing
Email marketing remains one of the most effective and profitable forms of digital marketing.
By investing in email marketing, you’ll be able to continuously send offers to your email list — increasing your overall sales significantly.
2. Using a CTA button instead of a text link in your email can increase your click-through rate by 28%
By simply replacing your CTA text link with a button, your email won’t just look more appealing; it’ll also get more readers to click through to your offer/landing page.
4. Personalized emails generate an average ROI of 122%
There are several ways in which you can personalize your business’ emails. For example, you can segment your email lists according to locations, interests, customer journey stages, etc.
Additionally, you can include your subscriber’s name in the email.
5. Increasing your email CTR by 0.5% can result in a 25% growth in sales revenue
By increasing your email click-through rate through effective subject lines, you can enjoy much higher sales. However, keep in mind that your sales growth will depend on your specific target audience.
6. Globally, email click-through rates are the highest at 6 am
Additionally, global data also shows that the best time to send emails is around 4 am as the email open rate is the highest at that time.
7. Birthday emails generate 3.42 times more revenue than general marketing emails
Sending personalized emails to your subscribers on their birthdays not only creates a great brand impression but also massively increases your revenue.
8. Automated emails perform much better than broadcast emails
ConvertKit’s 2020 email data from March through October showed that its broadcast emails had an open rate of 18.5%, whereas automated emails had an open rate of 27.7%.
A conversion funnel is a visual representation of the stages in a buyer’s journey, from the moment they land on your page until they complete a purchase. How do you create a conversion funnel, though, and how do you get the most from this tool? Let’s take a look.
Should I Use the AIDA Model to Create My Conversion Funnel?
The AIDA model is the traditional way to track the customer journey. It’s based on the four classic stages people move through during the buying process: awareness, interest, desire, and action.
Awareness: First, a person discovers your brand and becomes a lead.
Interest: Next, you build their interest in your product.
Desire: Then, your goal should be nudging prospects from simply thinking they like something to actively wanting it, possibly by making proposals or carefully placing glamorous adverts for repeat exposure.
Action: Finally, you encourage a prospect to take the desired action―turning them into a customer.
Realistically, not everyone who visits your website will convert to a paying customer, which is why we use a funnel shape. Based on the AIDA model, then, a traditional-style sales marketing funnel might look something like this:
The problem? This is a rigid and fairly unrealistic way to view how people move through the stages of a sales cycle.
Leads are human, and the sales process is rarely linear. Often, people loop back to different stages in the sales cycle before they’re ever ready to complete the sale. In other words, people need nurturing before they’ll buy a product. As a marketer, you must understand their behaviors, their personalities, and their needs to convert them into paying customers.
Rather than a straightforward sales funnel, you need a more flexible conversion-based funnel, which will look something like this:
Don’t let the graphic intimidate you! While you might be tempted to start with a simple sales funnel, you’ll increase your chances of success if you start with a more flexible conversion funnel. Let me take you through exactly how it’s done.
How to Create a Conversion Funnel
There are nine main steps to creating a successful conversion funnel, based on a blend of AIDA and less restrictive techniques.
1. Determine Your Ideal Buyer Journey and Map It Out as a Funnel
The point of a conversion funnel is to build an effective buyer’s journey and increase your conversions. To increase your conversions, you must first identify your starting point and your end goal. In other words, you must identify three things:
what your typical buyer’s journey looks like right now
what your end goal is, or what action you want a prospect to take
how you can improve your existing buyer’s journey in order to increase the likelihood of leads becoming paying customers
Once you’ve identified what your end goal is, you can map it out as a conversion funnel. Visualizing or mapping out your funnel can help you stay on track further down the line.
2. Set Goals for Each Stage in Your Funnel
Think of your funnel in three separate parts: the top, middle, and bottom.
Decide what you want from each stage of the funnel; for example, maybe you want to increase your traffic at the top of the funnel, boost your engagement rate in the middle, and increase your conversions at the end.
Once you’ve set some concrete goals, consider using tools to track your progress and ensure you’re meeting those objectives. For example, you might use Google Analytics or email automation software to measure your success rates.
Unless you’re clear on what you need from each stage in your funnel, it’s impossible to know if you’re meeting your targets. Spend some time reflecting on your overall goal before you build a conversion funnel.
3. Make a Content Plan for Each Stage in the Funnel
Each part of the funnel (top, middle, bottom) requires its own marketing plan to keep prospects moving from one stage to the next.
Top
The first stage is all about building brand and product awareness. You’re trying to generate some buzz and encourage prospects to learn more about your company and how your products can help them.
At this early stage, use visually engaging content such as videos, short blog posts, and social media posts to introduce your company and emphasize your brand story.
Middle
You have a person’s attention, so now it’s time to gain their trust and show them why they need your product.
A prospect could ultimately be in this stage for a while, so the focus should be on creating valuable, informative, and reliable content such as case studies, video tutorials, and downloads.
Bottom
The final stage should be focused on giving prospects a reason to buy your product, sign up for your service, or take any other action you desire. Marketing strategies at this stage could include free trials, actionable emails, and CTAs, or calls to action.
4. Implement Strategies and Create Content to Generate Awareness
At this first stage in your funnel, you’re trying to build hype around your brand and product. Why should a customer care about your company? How do your products solve the problems they have? Answer these questions to help build a content strategy for this stage.
Do some competitor research, too. Consider what you can learn from their landing pages, social media channels, and blogs. How are they reeling in potential customers?
With all these questions in mind, here are some examples of ways you might generate awareness and create appropriate content for the first stage of a conversion funnel.
Consider using PPC ads to increase traffic in the first instance.
Optimize your content for SEO so it ranks high in the search engine results. This way, people are more likely to find you online.
Get on popular social media platforms like Facebook, Twitter, and Instagram. Post regularly and interact with followers to build some engagement.
Set up a referral program to reward people for recommending your products and services to their social network.
Other ways you might build interest in your brand include, for example, trying influencer marketing, hosting interviews, creating informational guides, and designing printable checklists.
5. Generate Interest and Desire
While the AIDA model labels “interest” and “desire” as two separate outcomes, in real terms, they’re the same thing.
Generating interest, or building desire, comes down to one key thing: creating compelling content. You build some awareness around your brand, you show people why they “need” what you’re selling, and as a result they decide they “want” your product.
How do you create great content to nudge people along this stage of your funnel? Here are some ideas.
Craft authoritative blog posts to educate your audience. If a user finds your content valuable, they’re more likely to trust you enough to spend money on your products.
Show your product in action by creating a YouTube video. Video content helps people visualize how the product could benefit them, which in turn makes them feel like they “need” the item.
If you have a prospect’s contact details, send them curated email content such as roundups of your top blog posts, customer testimonials, or and hints and tips that could benefit your reader.
There are some other ways you can generate interest, too, such as starting a podcast, creating some product guides, running a free trial program, or offering product samples.
6. Encourage Users to Take Action
At the end of the funnel, your goal is to convert a lead into a customer by encouraging the required action. While you could skip this step in the funnel if it works for your business, here are some ways you might optimize your strategy for this stage.
Create a PDF Download
Put together some valuable content in a PDF download and offer it in exchange for their contact details. Make sure your document promises to answer common questions your customers have, to encourage them to actually download it.
Here’s an example from LegalSuite, a legal services provider. Their customers typically want help with streamlining their operational efficiency. To help their customers, LegalSuite offers a free eBook with ways to make their legal operations run more efficiently.
The catch? Prospects must provide some contact details, which means that LegalSuite can follow up with them:
This is a great example of how to encourage an action without being pushy.
Add a Call to Action (CTA) to Relevant Resources
CTAs clarify the action you want people to take, so don’t forget to add them to the content you create.
At this stage of the funnel, you’re trying to entice customers to take a final step to complete the cycle, so give your CTAs a sense of urgency. Emphasize how your product can solve their problem and why they should act now.
Make it easy for customers to act by displaying the CTA somewhere prominent, like the top of a landing page, the end of a guide post, or in a colorful, clickable button at a strategic point in a YouTube video.
Finally, remember to test your CTAs to identify which strategy resonates most with your audience.
Send Actionable Emails
In many ways, great marketing is all about helping people help themselves.
Send them clear, concise, actionable emails emphasizing how they can solve their problems through buying your products or using your services.
Again, ensure there’s an obvious CTA so potential customers know what action you expect them to take.
Incorporate Customer Testimonials
Did you know that 72 percent of customers won’t make a purchase until they’ve read some reviews? Give those customers the reassurance they need to take the final step by adding some testimonials to your page.
You can either just ask customers for reviews, or you can take a look at your existing reviews on websites like Facebook and LinkedIn and ask for permission to share them in your content.
Where should you display testimonials?
It all depends on your audience, brand goals, and marketing strategy. You could, for example:
include some quotes from positive reviews on your landing page
embed a widget from a website like Trustpilot on your page so prospects can read your reviews before they buy
link to videos of happy customers using your products (remember to thank them for trying out your product, too!)
Other Ideas
Finally, you might offer other incentives like free trials, competitor comparison guides, demo videos, and product samples to nurture leads into becoming paying customers.
7. Keep Customers
Great marketing is not just about finding customers. It’s about retaining them, too. Here’s why.
40 percent of sales, on average, can be attributed to repeating customers.
Sounds great, right? Here are some strategies for retaining those all-important loyal customers.
Next-sell
Next-selling is when you follow up with a customer after a purchase and offer them a similar product with, perhaps, an attractive discount attached. Not only does this allow you to communicate with your customer and make them feel valued, but it’s a way to potentially increase revenue.
Say you want to know whether customers who buy coffee machines are more likely to buy a discounted toaster. You can send the customers who bought a coffee machine a discount code for toasters, and send a control group a full price ad on toasters.
Next-selling can provide you with helpful data to build effective funnels.
Create Loyalty Programs
Loyalty programs are crucial to any customer retention strategy, with 81 percent of millennials spending more money when they’re a member of a loyalty scheme. However, since loyalty schemes are nothing new, you need to get creative if you plan on building a winning program.
When you’re creating your own program, consider:
using high levels of personalization
giving customers flexibility around how to use their reward points
offering extra perks and benefits to loyalty scheme members
Amazon Prime, for example, stands out because customers enjoy benefits like free same-day delivery, exclusive savings, and access to members-only shopping events.
With the Starbucks Rewards program, members pay through the Starbucks app, and they earn points towards perks like free food and drink. What’s really great about this scheme, though, is how it’s centralized through the app, meaning Starbucks can access large volumes of data about user behavior to inform their marketing strategy:
Make your loyalty program work for you by using it to monitor customer preferences and buyer behavior.
Product Updates
When you update your products, you’re keeping up with evolving customer demands and changing expectations. You’re showing your loyal customers that you value their continued loyalty.
For example, maybe you can update an app glitch, based on user feedback. Or, you could launch an add-on to improve a software download.
In short, product updates are a great way to improve the user experience.
Other Techniques
How else can you keep those all-important customers? Well, you can try marketing strategies such as:
introducing member-only events
sending out exclusive emails
running contests or prize draws
starting a customer service RSS feed
8. Grow Customers
Finally, don’t forget to capitalize on your existing customers by encouraging them to make more purchases. There are a few strategies you can try, so here’s a rundown of your best options.
Cross-sell
With cross-selling, you look at a customer’s most recent purchase and show them similar products they might be interested in. Or, during the sales process, you offer them other items which complement the item they’re currently buying.
For example, say someone buys a laptop from your website. As part of your sales funnel, you might also recommend a charger or laptop case to go along with their purchase.
Here’s a real example from REI Co-op. Say, for example, a lead decides to view a set of strength trainers. Under the product listing, there’s a “people also viewed” list, which highlights similar products the lead might be interested in:
It’s not a pushy strategy, but it nurtures leads in the right direction.
Upsell
Upselling means offering a customer a more expensive alternative to the item or service they’re interested in.
For example, if someone selects a free subscription to your service, you might highlight the cheapest paid subscription option to them.
When you’re upselling, it’s helpful to compare products or services side-by-side.
However, don’t try to upsell a product if it’s substantially more expensive than what the potential customer wants to buy. Otherwise, the strategy could backfire!
Just remember, though, to avoid being too pushy at all times when you’re upselling.
Here’s a good example from Best Buy. The customer views an entry-level MacBook Air. Above the product, they see other more expensive products from the MacBook range, one of which also has an enticing discount attached to it:
The products advertised aren’t massively different in price from the viewed product, and it’s a good, subtle example of upselling.
Other Strategies
There are a few other strategies you can try to grow your customer base and build your business, including:
sending out discounts to loyal customers
personalizing your marketing emails
issuing more voucher codes
Test out a few strategies and identify which ones resonate best with your customers.
9. Address Funnel Problems
In reality, there’s no such thing as a perfect funnel. However, if your funnel is underperforming, it could be due to common errors such as:
leaving out a strong CTA
forgetting to start with a clear brand message
using too many steps in your funnel
misreading your funnel analytics data
failing to follow up with leads
To find out why your funnel isn’t working optimally, you need to run some A/B testing or use an analytics tracking tool like Google Analytics (GA) or Hotjar.
Alternatively, you can perform some lead outreach. Send out surveys or ask for feedback about the website user experience, and always take negative comments on board when you’re refining your funnel. They’ll give you very clear insight on what your audience does or doesn’t want.
Conversion Funnel Tracking With Optimizely
Want to experiment with different funnel variations and track their performance? Give Optimizely a try.
It’s easy enough to use. Once you’ve registered, simply head to your “Experiments” dashboard, select “Create New,” and choose whichever experiment you want to run, such as A/B testing or a personalization campaign:
After you create your experiments, you can track them from your dashboard and make whatever changes best suit your marketing strategy. For example, you might refine your CTA or emphasize a new product. You can run multiple variations simultaneously, too, and track which one works best.
Whatever your conversion goal, Optimizely can help you realize it. Sign up for a free version, or choose a paid subscription with more advanced features if your marketing budget can stretch to it.
How to Track Your Conversion Funnel With Google Analytics
Google Analytics is another handy tool for funnel tracking. With GA, you can easily track customers from the moment they visit your page to whenever they decide to either abandon their journey or complete the purchase.
From the “Admin” menu, go to “Views” then click “Goals:”
Click “New Goal” and work through the steps to generate the desired goal.
Since we’re trying to visualize a funnel, you want to set a “Destination” goal such as registering for a newsletter.
You can view your funnel by going back to the “View” menu in the “Admin” section, choosing “Reports,” then selecting “Goal Flow” from the “Conversions” menu.
From here, you can identify where people leave your funnel or where they loop back to different stages.
Conversion Funnel Frequently Asked Questions
What are the four stages of the AIDA model?
The four stages are “Attention,” “Interest,” “Desire,” and “Action.” You’re trying to attract attention, generate interest, encourage the customer to want the product, and have them take the desired action.
What’s the difference between goals and funnels?
The goal is the objective you’re trying to achieve e.g., a customer completing a sale. The funnel is the journey the prospect takes to reach this goal.
How do you visualize a funnel?
Start by checking out funnel visualization tools like Google Analytics.
What is the purpose of a funnel?
A conversion funnel shows you the paths people take on their journey from visiting your website to becoming paying customers.
Conversion Funnel: Conclusion
Think of your conversion funnel as an evolving process. Just as your customers want and need change over time, so should you adapt your goals and funnel strategy to match.
In 2020, only 64% of businesses invested time and money in SEO. That leaves over one-third of all companies still out in the cold.
If you still aren’t investing in SEO services (search engine optimization), you’re missing out. And don’t just take our word for it — it’s what the data shows, both for traffic generation and sales revenue.
While almost all companies use paid campaigns on digital platforms like Google Ads and Facebook Ads, many are still slacking on their SEO campaigns.
But that’s a mistake. Only 4.42% of Google searches lead to ad clicks versus 45.25% of searches that lead to organic result clicks.
That means you’re leaving over 90% of potential search engine traffic on the table if you’re only investing in ads.
In this post, we’ll explore more SEO and website conversions stats that show you why SEO is important, and how to master it in 2021.
What is conversion rate in SEO?
In SEO, the conversion rate refers to the % of visitors generated by SEO activities that complete a specific action, like signing up for an appointment or, most often, buying a product. Essentially, it’s the same as with any paid digital marketing channel or campaign.
Before we start looking at the individual stats, you must understand some basic terms and concepts.
So if you’re not familiar with digital marketing terminology, this list will help you understand all the acronyms that show up later in this post.
CTR: Click-through rate, the percentage of users who view an ad or search result and click the link.
Organic: traffic or awareness generated without paying for ads, but instead through valuable content that attracts visitors.
SERP: the “search engine results page” you see after finishing a search.
Funnel: the steps a potential customer needs to take to buy a product. It starts with awareness or discovery, followed by research, and finally, the action or purchase.
Note: This article assumes a basic understanding of what SEO is and the goals of that marketing campaign. If you still don’t know the answer to the question “What is SEO?” check out our dedicated guide.
SEO Statistics that show why it’s crucial in 2021
Let’s look at cutting-edge research that shows why SEO is so powerful and necessary in 2021.
Search engines offer a unique opportunity to reach ready-to-buy consumers
More people than ever before are using the internet and search engines when buying products.
Even if we factored out the effect of the COVID-19 crisis, eCommerce would still be a crucial factor for any business in 2021.
In July 2020, 81% of consumers had searched for a product or service online in the previous 30 days.
More than 74% of consumers purchased a product online in a 30-day period.
So people aren’t just searching for products on Google and other sites. Many of them go on to buy them directly on the website they reach.
Other studies showcase the power of search engines even more clearly:
53% of all trackable website traffic comes from organic search.
SEO drives over 10x more traffic than organic social media.
Organic SEO drives 6% of all online revenue, on average.
And in 2021, most of this traffic and revenue comes from a single source; Google.
Google is still king
If you know even the slightest tidbit about SEO, this shouldn’t come as a surprise. Google still reigns supreme in 2021. If anything, the search engine controls an even more dominating share of the market.
In February 2021, Google controlled a 92.05% market share of search engines.
Less than 10% of internet searches happen on other search engines than Google. For all intents and purposes, that’s a monopoly on search.
And that’s a powerful position for any single company to control. Let’s see how this affects the internet habits of most people.
Google controls 66% of all web traffic referrals (even more if you include YouTube and Gmail).
A web page in itself isn’t automatically visible or findable just because you create it. You need to make sure that it’s easy to find. That’s the whole point of SEO.
You make sure that other sites feature your page, giving Google and consumers an idea that your site contains worthwhile content.
But not every marketer is successful. Far from it, more than half of all pages have no backlinks at all.
31% of pages have 0 backlinks from other domains.
And the majority of the traffic goes to the selected few in the top 3 results.
The top 3 results get the vast majority of all clicks (75.1% combined CTR).
Results in positions 8–10 only have a 3.06% CTR, on average.
On the other hand, the quality of your content and strategy also impact your SEO.
In 2020, 75% of SEOs relied on content marketing specifically to build links.
Without high-quality content, how will you convince people to link to your site? Even if they choose to link to your site, you need visitors to stay for as long as possible.
In 2021, SEO and content marketing are two sides of the same coin.
Mobile is the most crucial SEO channel
In 2021, desktop is no longer the most important channel to focus on for search. You must optimize for mobile devices.
61% of all Google searches happen on mobile devices.
52% of consumers have purchased a product on a mobile device.
Savvy marketers are catching on quickly, using a mobile-first approach, even for SEO.
In 2020, 17% of marketers singled out mobile optimization as the #1 tactic for improving their site ranking.
It was the most popular choice, outranking speed, internal link optimization, and fixing broken links and site errors.
But SEO isn’t just a tool for driving traffic to your website. It’s also uniquely effective at driving website conversions.
Data that shows why SEO is crucial for maximizing website conversions
The average conversion rate for ecommerce websites from all sources of traffic was 2.12% in February 2021.
But targeted traffic from search engines has the potential to convert at much higher rates than that.
You can target buyers at the bottom of the funnel
The majority of shoppers research their purchases on Google before they decide on a product.
Essentially, SEO gives you a chance to reach potential customers in the very last stage of the buying cycle. They’ve already decided what product they want. All they need is someone to sell it to them.
This effect is even more noticeable for local businesses.
In 2020, 93% of consumers used the internet to find a local business, with 34% searching every day.
Long tail keywords give you access to potential customers at the bottom of the funnel. For example, someone searches for “Nike Air Zoom Pegasus Black Size 34” right before buying them.
With SEO, you can win this uniquely valuable traffic. What marketer would want to give that up?
As you might have guessed, this type of targeted traffic leads to more conversions than the average push campaign.
Organic search traffic converts at higher rates
Because it’s so targeted, organic search traffic converts at higher rates than other traffic sources.
For leads, SEO-driven traffic converts at up to 14.6%, versus just 1.7% for outbound advertising, like social media ads.
And while both PPC and SEO can drive targeted traffic, ranking organically has an impression of being more reliable. Since you’re not paying for it, it’s like getting a co-sign from Google.
That’s why 70% of marketers agree that SEO is better than PPC at driving sales.
How to get your own SEO data (and use it to get more traffic and conversions)
But global industry-wide averages won’t help you make smarter decisions for your campaigns. To do that, you need data from your own website.
Here’s how you can get started.
Conversion tracking in Google Analytics
In Google Analytics, you can set up goals — basically conversions — in a few simple steps.
Install the Google Analytics tag on your website.
Create a goal, for example, by highlighting a specific URL, like a thank-you page. (Read Google’s official guidelines for step-by-step help.)
And then you’re ready, because Google Analytics automatically categorizes organic traffic. Now you have a way to quantify how many sales your SEO and content marketing efforts generate.
Note: For B2B marketers, tracking referred revenue can be a little more tricky. You may need to integrate Analytics data with your CRM.
This data is crucial not just to measure the ROI of your SEO campaigns, but to work to improve your results in the future. Real, measurable metrics are the foundation of conversion rate optimization.
Plus, some of the best predictors for SEO rankings are your average bounce rates and time on site. So also pay attention to these metrics when A/B testing your landing pages.
Track your own search results with Google Search Console or third-party services
Google offers a free tool for monitoring the search ranking of your pages. Google Search Console — previously Webmaster Tools — gives you access to a real-time dashboard.
In the “Performance” tab, you can see all the organic traffic and which keywords sent it. If you’re confused by the data, read our in-depth guide on search queries in the Google Search Console.
You can also see breakdowns for pages, mobile usability, and more. Use this data to test your assumptions on SEO tactics. Make sure that you track the results of all of your campaigns.
You can also try our free SEO tools to help you find better keywords to target and improve your CTRs.
SEO can help you drive organic traffic, which is often more targeted and will naturally convert at higher rates than traffic from other channels.
By targeting consumers right as they’re ready to make their buying decisions, you can skip past the slow process of building a relationship.
Of course, an unoptimized sales or landing page won’t drive ideal results. With our conversion rate optimization services, we can help you get more sales from your organic traffic.
Video Marketing Conversion Rates: Video marketing is the go-to method for clever marketers who want to raise brand exposure, generate leads, and drive social media engagement. A variety of marketing methods that use video for a diverse set of customers allow it to be an excellent supplement to all marketing funnel stages, which makes the multimedia format an excellent tool to add to your marketing plan.
In this post, we’ll talk about a number of tactics that you can utilise to boost your conversion rates from video marketing. Let’s get started!
What does the term “conversion” mean?
A conversion is an activity performed by a visitor on your website or during a campaign. A conversion may be anything from downloading a whitepaper to signing up for a free trial, purchasing a product, or just clicking a link that leads to a landing page.
Conversion rates should be continually watched, assessed, and improved in order to help a company expand. This is referred to as conversion rate optimization, and it applies to all sorts of marketing, including video.
Conduct an A/B test on your images and video.
An A/B test (also known as split testing or bucket testing) is a marketing strategy in which two copies of the identical product (a control vs. a variation) are shown to a cohort to evaluate which performs better.
A/B testing is an important skill to acquire since it is one of the most prevalent types of conversion rate optimization (CRO) and will help you enhance conversions and generate more sales, clicks, or sign-ups depending on your business goal.
There are several options in video marketing to A/B test your video content, create greater conversion rates, and, most importantly, identify what works and what doesn’t in your campaigns.
A hypothesis is required for each test that is carried out. This might be anything from utilising a human face as a thumbnail to make the video more relevant and raise the play rate to add an energetic music track to lengthen video view time.
Conversion Rates for Video Marketing Thumbnails
For every marketing video, there should be a large thumbnail (1280 x 720) as the main picture. When you have finished recording your video, you should immediately upload it for everyone to see, because it will be the first thing your audience sees before they click to play your video. So use an image that grabs attention so your video has a positive impact on your audience.
Thumbnails are a good area to start A/B testing, especially if you want to know whether one picture leads to a higher rate of page views. For example, you might run an experiment in which you have a custom-built thumbnail picture, and then observe which one of your thumbnail images works the best and helps increase your conversion rate.
Title
Your video’s title is crucial, and it has a significant impact on the target audience. Other people in the industry will view your title and discover whether or not they will like your video, so your video’s engagement rate will be apparent to other industry observers from the very beginning. Because the title influences how your audience does a search on social media and YouTube, it should affect the way your video is shown on those sites.
Compensate for failing at their original goal, Test various titles to discover which one motivates engagement the best, This can help you discover which title resonates with your audience the best, as well as improve your overall conversion rates.
Length
In 2016, Microsoft conducted an investigation to find out the attention span of Canadian media consumption and concluded that the average attention span is eight seconds. If you want to connect with your audience, you have to begin your video by doing so in the open portion. The problem is that there is no guarantee that the length of your video marketing campaigns can be tested.
For example, while conducting an A/B test on your videos, you will be able to learn which duration most resonates with your viewers. You can measure this by tracking how long people spend looking at their watches (or audience retention on YouTube).
Audio
While it is well-known that music influences purchase decisions in-store, choosing the audio track for your video is almost certain to influence your target audience’s purchase in the online world as well.
Take a test and measure whether your audience’s attention level increased or decreased depending on which royalty-free audio tracks your test on your video. On a Lumen5 Premium, Business, or Enterprise subscription, you may submit your audio snippets to videos, helping you to expand your brand exposure and to provide your audience with immediate brand identification.
Voiceover
Incorporating a voiceover in your video is a wonderful method to humanise your marketing messages and make yourself stand out in a highly-populated newsfeed. To evaluate the effectiveness of your video material, you can do so by running different variations: one with no narration and the other with a narration.
Video Marketing Conversion: Humanize and Personalise Your Video Content
If you are in the B2B SaaS space, your audience will not be able to physically access the product. It is inviolable. You cannot come in contact with it, smell it, or experience it. As a result, B2B marketers must put in more effort to acquire the trust of their target audience. One approach to expand your reach is by integrating human photos into your video marketing initiatives.
The foundation of any persuasive video is using human emotion as the canvas and human emotion in good form as the palette, which is both demonstrated in the thumbnail of your video. There is a lot of room for experimentation here, as you could conduct an A/B test using several photos to determine which one yields the most levels of engagement.
To make your video material more personal, don’t stop there by only showing human images. A video email marketing campaign is a great way to engage your prospects. In Email Marketers, we found that email testing in A/B split produced results that demonstrated that adding marketing to email increased click-through rates by 40% and profits attributable to email campaigns by 190%.
There are two other strategies for increasing conversion rates: adding a transcript to your video and including a transcript on the landing page. At the moment, Google cannot handle video content and hence does not understand the context and message of your video. When it comes to boosting your campaign’s SEO, increasing your organic traffic, and improving your conversion rates, having a transcript as part of your content is a foolproof approach to accomplish.
Test The Placement of a Demonstration Video
While we know that landing pages with videos enhance conversion rates by X per cent, have you considered further testing video placement?
Placement of video on a landing page mattress. According to Wistia’s study of 95,000 web pages featuring video, the chances of a visitor pushing play reduces as they scroll down the page, affecting your play rate. For instance, putting a video above the fold had a 56 per cent play rate, whereas embedding a video below the fold generated a 27 per cent play rate.
Include your video content as high up on your landing page as possible. Additionally, you might perform an A/B test on the location to determine which element specifically promotes conversions.
The same study examined video dimensions and discovered that the dimensions of your video can have an effect on your conversions. Wista discovered that the optimal size for the “sweet spot” of maximum play rate is between 401 and 600 pixels. Again, you may run A/B testing to determine the optimal video size for your conversion rate.
Measure Metrics that are important to Video Marketing Conversion
Without measurable analytics, there is no purpose in strategizing a video marketing plan. Analyzing the performance of your video can assist you in determining what works and what does not so that you may iterate and achieve greater success the following time.
There are numerous parameters that may be tracked in video marketing. Depending on the video’s initial objective, you may choose to assess the following metrics:
View count. To what degree did your video reach out to a broader audience?
Engagement rates. Do you think your campaign had an impact on your target audience?
Play rate. What was the level of relevance of your campaign?
Watch rate. Would you believe it if I told you that your audience watched the entire video? Where was drop-off taking place?
Click-through rate. Did your audience take the action you wanted them to do?
If your in-house video team is taking too long to produce content, is there a problem? Questioning the idea of outsourcing videos which may be too costly?
By signing up for Video Content PLR Club, you can easily make marketing videos for your campaigns in a small space of time with full support from professional marketers that make real money from Video Marketing Conversion Rates.
