How PioneerMedia Boosted Conversion Rates 94% in 2019
Part 1 in a series of Lessons Learned in 2019
For prospective clients and customers, interaction with your website is critical – it’s your digital front door. It must also be productive, because what would be the point of having your business online?
Across it’s portfolio of clients, PioneerMedia helped increase their website conversion rates by 94% in 2019. Due to some homerun Featured Snippet success in Google search results nationally, we had remove some outliers to display a more accurate number. More on that later.
Conversions are typically driven by the main sources of traffic to your website, but for simplicity’s sakes we can divide those between:
- Organic Discovery: Customers that find you while searching for your products or services online.
- Direct or Word-of-Mouth Discovery: Customers searching for your specific name or location. These hits might also come from your social media or review site presences.
- Advertising: Conversions driven by paid ad campaigns.
For most of our clients, website conversions come in two forms:
- Clicks-to-call from the website (normally a function used only on mobile devices)
- Online form completions –
- Revenue based: for example, “contact us,” “request appointments,” and “more information”
- Customer service-based: forms that help reduce confusion and costs to help current customers.
How Did PioneerMedia Improve Conversion Rates?
First, we implemented Google’s Tag Manager portfolio wide on our client websites to not only streamline implementation for new clients, but to also create standards for measuring conversions. You can’t measure what you can’t see, and you can’t compare what isn’t standardized or you have as the saying goes, apples and oranges.
We also started looking at website behavior, focusing on the most important element – the user. The website Liferay says about it: “put the customer at the center of the business strategy, it is necessary to streamline processes, break up the schemes within the organization and centralize the information, using it to create personalized and relevant experiences for the end-user, what is known as the customer journey.”
To that end, we used a number of tactics:
- Improving page load speeds: Nothing will ruin or impede a conversion like waiting for a website page to load. Customers expect near instant interaction with your website. Don’t disappoint them.
- Testing Call-to-Action placements: How quickly can a customer complete an action on your website? Or do they have to click around to order or contact you? For one client, we put a quick order form prominently in the hero position of the home page to help drive more online form conversions.
- Response tracking: Whether it’s a phone call or an online form completion, how easy was it and how quickly did our clients respond to their customers? Small things like reply addresses matter in an online forms. Call tracking gives clear indicators and recorded messages to review and help improve response rates.
We take care about the experience of current customers and new prospects, so companies know their website mirrors the business-user relationship at all levels. This turns prospects into customers and customers into brand advocates, ones faithful to you, your products and mission as they tell all their friends and acquaintances about you.
It’s a digital age, but the oldest tactic in the book is still the strongest – word of mouth.
Build and Reward Loyalty
A big part of PioneerMedia’s success is streamlining website functions for existing customers, increasing average usage and boosting loyalty while reducing call times and manual entry for their internal operations. Market studies affirm that companies invest between 5 and 10 times more to attract new prospects to their customer journey. But data shows that loyal customers spend 67% more than new ones.
The fluid nature of customer loyalty means the new standard is converting customers into advocates who willingly and enthusiastically spread the good word of a particular product or company.
Before, companies were able to build customer loyalty through large campaigns or traditional loyalty programs. Now, it is very easy for customers to look for alternatives and to change brands due to a conversation with another user, simple change of opinion or a bad customer experience. So whoever is capable of adapting their customer experience and fostering loyalty between themselves and their customers will have a competitive edge over the rest.
And the best way to do that is to listen, track the data and adjust, be preemptive, and above all, keep your customers happy.