By Sophie Barrington
Founder, Archer Creative
Today, the world wide web enables equine businesses, like yours, to reach billions of consumers through their desktops and devices. However, gaining their attention isn’t enough. In a landscape driven by data, it isn’t the numbers, but the bottomline that counts.
Let’s start with some figures…
According to estimates, global e-commerce will exceed US$4.5 trillion by 2021.
Mobile traffic now accounts for more than 50% of web searches worldwide by an audience of 3.7 billion mobile users predicted to increase sevenfold between 2016 and 2021.
Social media isn’t far behind. Their numbers are anticipated to exceed 2.5 billion this year alone and grow to more than 3 billion by 2021, with up to 95% of users regularly accessing social media platforms via their mobile devices.
While online audiences are expanding at an exponential rate, the challenge isn’t driving traffic to your website and landing pages, but in successfully converting those visitors into customers. After all, awareness isn’t action.
The Conversion Challenge
Above reach, engagement and clickthrough rate, conversion is the most important goal.
As equine marketers, we measure the success of every campaign by conversions — and so should you. Conversion rate is the only performance metric that provides a tangible, financial outcome. The true measure of return on investment, conversions influence your bottomline.
There are steps you can take to increase your conversion rate. Here are our top 8 tips:
Tip 1: Refine Your Focus
This is the most important step in planning any successful marketing campaign. Rather than trying to reach your entire audience, select one specific target market per campaign. For example, a riding apparel company should consider age, gender, discipline and location.
Tip 2: Write and Re-write Your Headline
Just like a journalist, you have one chance to grab your reader’s attention. Regardless of whether your marketing campaign will reach people’s inbox, social media feed or search engine results, your headline is the most important marketing message to drive clicks.
Tip 3: Write and Re-write Your Copy
And, just like a journalist, you have one chance to keep your reader’s attention. The average adult’s attention span is only 8 seconds and this may be even shorter online. Compelling copy that speaks directly to your target market is the only method to drive conversions.
Tip 4: Take Them By the Band
As they arrive on your website or landing page, you have the opportunity to guide your visitors. Directional cues, such as arrows and icons, assist in moving them towards your end goal, such as joining your mailing list, opting into your offer or buying your product.
Tip 5: Ask Them
There is no better way to increase conversions than to ask. Online, your equine business has almost endless opportunities to drive action — from social media posts, to blogs, emails and adverts. A compelling call to action gives your visitors a reason to take action.
Tip 6: Add Urgency
Urgency and scarcity are two powerful tactics to increase conversions, particularly when the end goal is a purchase decision. For the online equine retailer, you may consider adding a countdown at your shopping cart or promoting a limited offer, such as limited time or stock.
Tip 7: Learn Your A’s and B’s
Well, almost. A/B split testing allows you to test what works and what doesn’t on your website and landing pages. Using A/B split testing software, you can divide your advertising budget across several versions to achieve higher conversions and switch off the poor performers.
Tip 8: Partner With a Professional
While it’s easier than ever for equine businesses to market their own products and services, increasing conversions is an ongoing challenge. If you’re interested in achieving more sales with less effort, our team at Archer Creative can take the reins for you. Contact us today to get started.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals in 2018, call us on 1300 077 126 or visit www.archercreative.net.au.