How a Brand Can Use Conversion Optimization to Convert More Leads into Sales

Do you spend a lot of your marketing dollars generating new leads? I used to do that too. That is, until I understood the power of focusing on conversion rates.

Ok, imagine your goal is to increase your sales volume by 100% this year. Where do you start? Making 100% more calls, Creating 100% more content? 100% more time, effort and money into sales and marketing?

Hypothetically this could work, but it sure is cheaper to do it by increasing your conversion rate. Don’t forget – if you have 1% conversion, going to 2% is actually a 100% uplift in results!

Increasing your conversion rates is the un-sexy hero of marketing success. It’s one of the most powerful levers you can have for driving bottom line results.

Sometimes the littlest change can lead to massive improvement in your conversion rates. Creating better content, cleaner landing pages, better copy writing for your calls-to-action. Add up a bunch of small tweaks and a couple of big ones can bring dramatic increase in your results.

If you want to grow your company, at some point or another you need to come to grips with creating a repeatable process for converting your leads into actual, honest to god, sales. That’s what the conversion code is all about, mapping the process that connects your marketing activities to your sales activities and in turn, into the sweet sound of your register ringing like a bell.

Here are 27 ways to increase your conversion rate and crack the conversion code

Everyone is in marketing & sales

If you have any responsibility for the success of your company and you’ve ever had the thought that sales and marketing was someone else’s job,  I need to be honest with you, you’re wrong. There is no fairy godmother in charge of sales or marketing that is going to save the day. You don’t get to be the idea guy or gal without some responsibility for making the cash register ring. The job of every human being at any company is to make people fall in love with your company, learn more about what you do, make the ultimate decision to use your company or recommend it to a friend, family member or innocent bystander.

Everyone is in marketing and everyone is in sales,  It’s just a matter of to what degree and to what extent. Think about it, whenever you want to convince your wife, boyfriend, boss, mother (insert relationship here)  of something that you think is important, exciting to you (possibly not interesting to them) do you not think about ways to present it so that it seems attractive? And then provide useful information about the benefits of doing the thing that you want to suggest? Don’t you cite examples of why it might be a good idea?, find good testimonials from trusted friends, colleagues, neighbors, the interwebs, and then at some point ask the question that leads to the answer that you hope will be a resounding yes?  This process is a combination of sales and marketing at work. and it applies whether you’re trying to get your 3 year old to eat a vegetable, turn your friend into a date, or convince your hubby to go to your favorite bar (restaurant, movie, club, or gourmet donut shop).

Life is Selling
From the book You, Inc. by Harry and Christine Beckwith:

Without a process, you’re just winging it

I know that there’s a risk of sounding like Captain Obvious here, but the reality is that without a process to consistently capture and follow up with leads, conversion, read “sales” is just a random, uncontrollable occurrence. Not something you can scale a business on. I like Chris definition, he calls it a conversion first mentality. It’s the concept of designing your website, content and landing pages, scripts and support processes with both the consumer and your sales goals in mind.

When it comes to business, there are countless conversion opportunities. But I would argue that there are a few areas crucial to creating predictable repeatable revenue. I’ll start with the web, mostly because that’s where consumers are spending the majority of their buyer’s journey. The process goes something like this. You start with converting web traffic into email subscribers, then you convert email subscribers into followers of the content you create, you then convert those followers into qualified leads and those qualified leads into actual paying customers, lastly theres work in converting paying customers into raving fans to amplify the best of what you do.

I recently interviewed Chris Smith, one of my favorite hard hustling entrepreneurs. He’s the co-founder of Curaytor, a social media, digital marketing and sales coaching company that helps businesses grow faster. In less than three years, he used the blueprint in his latest book, The Conversion Code, to grow Curaytor to over $5 million in annual, recurring revenue, that is no small feat. His path leading up to this had him working for two billionaires, a near billion dollar publicly traded company and a startup that was acquired for $108 million.

The conversation and the book inspired me to write this post. If you haven’t read The Conversion Code, go buy it now. It a modern day roadmap for converting leads into customers, written by someone who’s been in the boiler room, created content and built a brand to grow a business from scratch.

Conversion optimization gets you more money with the same traffic

Reading Chris’s book is tip #1 for cracking the conversion code, but in the meantime, here’s 26 additional conversion optimization improvements that you can start with to move the needle today.

The A to Z guide to Conversion Rate Optimization infographic from Kissmetrics has some fantastic insight to help you improve user experience, conversion rate and ultimately your sales.


Seth Price

I’m on a mission to transform the way you think about personal branding to empower your life’s work. My keynote speeches connect me with audiences all over the world. Join me in creating ideas for bringing your brand to market.

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