Conversion Rate Optimization: Tips from Digital Marketing Leaders

By Greg Grzesiak Greg Grzesiak has been verified by Muck Rack's editorial team
Published on May 13, 2024

In the digital age, conversion rate optimization is the holy grail for marketers and founders alike. From strategically using exit-intent pop-ups to engaging customers through Twitch streaming, we’ve compiled fifteen diverse techniques from Digital Marketers to Business Owners. Discover how these experts leverage their skills to boost website conversions and lead generation.

  • Strategically Use Exit-Intent Pop-Ups
  • Combine LinkedIn Posts with Lead Magnets
  • Optimize User Experience Across Devices
  • Showcase Social Proof on Your Site
  • Personalize Beyond Names for Engagement
  • Create Compelling Lead Magnets
  • Keep Conversion Buttons Above the Fold
  • Prioritize A/B Testing for Direct Conversions
  • Add Clear CTA Text to Buttons
  • Simplify Forms to Increase Conversions
  • Enhance Blogs with Data and Examples
  • Place CTAs Using Heat Map Analysis
  • Feature Customer Testimonials Near CTAs
  • Create a User-Friendly Route With More CTAs
  • Engage Customers via Twitch Streaming

Strategically Use Exit-Intent Pop-Ups

One conversion optimization technique that has worked well for me over the years is using exit-intent pop-ups strategically across client websites. You know that sinking feeling when a potential customer is about to leave your site without converting? Exit-intent technology helps catch them before they bounce.

A few years back, I implemented these pop-ups for an e-commerce fashion client. We tested different offers – discount codes, free shipping, that kind of thing. The winner ended up being a 15% off code that only appeared once the visitor’s cursor hit the top of the browser. It felt like we were giving them one last chance to stick around. And you know what? It worked! Cart abandonments dropped significantly, like 22% if I’m recalling correctly.

For a B2B SaaS client, the play was a little different. Their pop-ups pushed a free trial offer to bouncing visitors. Giving people a no-risk way to experience the product helped warm them up as leads. I can’t remember the exact numbers, but lead generation improved at a double-digit percentage.

The key learning? Don’t just slap generic pop-ups everywhere. Get targeted with the right offer for each audience segment and website intention. And definitely put thought into the trigger logic and copy. When done well, exit-intent captures can be that tiny, well-timed nudge convincing visitors to stick around and convert.

Santosh JhaSantosh Jha
Digital Marketing, GoXwide

Combine LinkedIn Posts with Lead Magnets

I’m on LinkedIn a lot. It’s a core part of my business development, as my client base is made up of CEOs and founders—and 91% of executives are on LinkedIn. One way that I’ve been able to improve my lead generation from LinkedIn is by pairing my regular content posts with asset giveaways.

Here’s how it works: I put together these resources, also called lead magnets, that address specific issues that my audience has when it comes to video marketing or lead generation. Most people will put these lead magnets on their website, where their visitors can unlock them by submitting their email address.

But what if folks never visit your site? That’s where my tactic comes in. I’ll create a post about a topic, such as a tip on how to show up on video better. At the end of the post, I’ll then put a call to action, letting them know they can message me for a free resource that addresses that post topic. For example, I recently posted about the challenge of gathering employee video testimonials. It’s messy, time-consuming, and usually produces ineffective content.

At the end of the post, I told folks to DM me to get my 16-page guide on how to capture better employee stories over video. Five people reached out to me on LinkedIn for the guide as a result. And when I write posts in the future, I’ll be able to reuse this lead magnet to continue getting more leads.

Justin VajkoJustin Vajko
Founder & CEO, Dialog

Optimize User Experience Across Devices

Imagine your website as a storefront in a bustling retail mall—every detail matters. From the presentation of your virtual aisles to the smooth navigation akin to well-lit pathways, optimizing the user experience (UX) is paramount to retaining visitors and ultimately converting them into customers.

One particularly effective approach within CRO involves tailoring user experiences across devices. In today’s digital landscape, mobile reigns supreme, constituting a significant portion of inbound traffic. It’s crucial to optimize specifically for mobile devices, ensuring seamless navigation and functionality that resonate with users on the go.

Furthermore, optimizing the UX encompasses a myriad of elements—usability, navigation, page design, and site speed. In the eyes of search engines like Google, speed matters, impacting search result rankings. This entails continuous refinement of page headlines, copy, visual assets, offers, calls to action, and more through rigorous A/B testing. By experimenting with various iterations, businesses can identify what resonates best with their audience, ultimately driving higher conversion rates.

Moreover, effective CRO extends beyond the website’s UX. It involves a holistic analysis of marketing efforts and their impact on conversions. Are certain marketing channels more effective than others? Do demographics influence conversion rates? Is there a correlation between landing page variations and conversion rates? These insights are invaluable, guiding collaborative efforts between UX optimization and marketing strategies to maximize conversions.

The success of CRO lies in its comprehensive approach—focusing not only on optimizing the user journey but also on aligning marketing initiatives to bolster conversion rates. In a competitive digital landscape, businesses that prioritize CRO as a fundamental strategy stand to reap the rewards of enhanced user engagement and increased lead generation.

Karan RawalKaran Rawal
Demand Generation & Brand Partnerships Coordinator , Ace Infoway

Showcase Social Proof on Your Site

One surefire way to boost your website’s conversions is by showcasing social proof. It’s like when you’re unsure about trying a new restaurant, but then you see all the glowing reviews and suddenly you’re eager to book a table. Social proof works because it taps into our natural tendency to trust what others say and do.

By adding customer testimonials, reviews, and success stories to your site, you’re basically saying, “Hey, look at all these happy customers who love what we offer!” It creates a sense of trust and reliability, making visitors more inclined to take action.

Plus, seeing real people’s experiences reassures potential customers and eases any doubts they might have. It’s like having a friend vouch for a product—you’re much more likely to give it a try.

So, sprinkle social proof throughout your site, especially on those crucial pages where you want people to convert. Genuine, detailed testimonials with names and faces work wonders. It’s all about building trust and credibility, one happy customer at a time.

Sayem Ibn KashemSayem Ibn Kashem
Founder, FacileWay

Personalize Beyond Names for Engagement

At Elai, we’ve seen a huge boost in conversions with a surprising trick: personalization that goes beyond the name! Imagine this—your email greets a customer from France with a “Happy Bastille Day!” banner while showing a different message for someone from, say, Canada.

It’s a small touch, but it instantly grabs attention, shows you care, and makes them more receptive to your message. Let’s face it, everyone loves a little digital pat on the back for their national pride, and that can make all the difference in converting a looker into a lead.

Khrystyna PolotninakoKhrystyna Polotninako
Head of Growth, Generative AI Expert, Elai

Create Compelling Lead Magnets

My favorite conversion rate optimization technique, which has led to the most results for me, is the strategy behind conversions rather than just changing button colors or making subtle design changes.

It’s key to actually come up with useful and compelling lead magnets that your target audience would want and get value from. It takes time and energy to think through and come up with ideas, but once you find something that works, it can dramatically increase your lead generation efforts.

Lead magnets don’t always mean just gated content (although that can still work), but can even be discounted or free services or tools. Ideally, the free service or tool is a natural step toward your core offer. Your lead magnets should fully solve a small, focused problem your core audience has.

Spending the time to develop a lead magnet strategy will improve all of your future marketing. If you have a compelling lead magnet, then your ads, organic content, and outbound efforts will all start to perform better.

The next level is developing a strategy for converting the people who opt-in for your lead magnet into a sales call or closed revenue. This can require a different set of tactics, but I have found that live training and webinars, communities, newsletters, and appointment setters can all help convert lead magnet downloads to closed revenue.

John ReineschJohn Reinesch
Founder, John Reinesch Consulting

Keep Conversion Buttons Above the Fold

Making the conversion action buttons, such as “Pay” and “Submit,” always above the fold—keeping these buttons visible without scrolling down or zooming out—has helped my website improve its conversion rate significantly.

Users are impatient. If they can’t find the important information on your website within 30 seconds, they leave. They won’t have the patience for scrolling down, zooming out, or sending you an email to ask, “Where do I pay?” If you can deliver the right information to them right away, it’s “Thank you, next.”

Zeyuan GuZeyuan Gu
Founder, Adzviser LLC

Prioritize A/B Testing for Direct Conversions

A really effective technique to improve website conversions is A/B testing.

At Operation Nation, we first check if there’s enough traffic coming to the pages we are optimizing. If not, we start an SEO campaign and maybe run some ads. If yes, we start A/B testing right away.

The first thing we test is the CTA buttons. These are often the most direct path to conversions, so testing elements like the text, color, size, and placement can yield significant insights.

Other elements we test, in order of priority:

– Headlines & Value Proposition

– Layout of the page

– Form fields

– Images

Starting with elements that have a direct line to conversion actions (like CTAs and headlines) is typically most effective.

Josien NationJosien Nation
Co-Founder & Head of SEO, Operation Nation LLC

Add Clear CTA Text to Buttons

As an SEO specialist, I know that all the search traffic in the world means nothing to your business if you can’t get your site visitors to convert. While closely watching my own website, I noticed that visitors weren’t going through the content slowly.

Instead, they were skimming through it quickly. So, I ensured that my buttons (prompting them to view details of my services, where I knew I could win them over) were easy to find. But that still wasn’t drawing them in to click.

By simply adding a few words below each button (“Click for more details”), I dramatically increased the number of site visitors that looked into my service options, as opposed to just scrolling by. Think about what a successful conversion is to you. Is it a newsletter sign-up? A freebie download? Filling out your contact form? Making a purchase? Tailor the design of each page to its specific conversion goal.

Christy HunterChristy Hunter
SEO Coach and Educator for Creative Small Businesses, SEO Coaching for Creatives

Simplify Forms to Increase Conversions

As the owner of a marketing agency, I can tell you that, out of all the techniques I’ve used over the years, few have proven as effective as simplifying forms.

Overly complicated signup forms or complicated checkout processes can lead to friction and abandonment. In my experience, conversion rates skyrocket when forms are ruthlessly reduced to only the most essential information.

In one case, a client was selling high-ticket B2B software with a 10+ field contact form. Over 90% of conversions jumped after I A/B tested a simplified version that only asked for name, company, and email.

Customers respond well to this technique because it is aligned with their psychology. Forms that are long are intimidating and signal complexity. By asking for the bare minimum information, you convey confidence and simplicity.

Leslie GilmourLeslie Gilmour
Founder, BeFound SEO

Enhance Blogs with Data and Examples

Our conversion rate from the vertical pages was satisfactory. However, we needed an additional source of conversion for our Healthcare DMS. That’s when we began optimizing our blogs. One CRO technique that truly stood out during testing was “Adding data and examples” to the blog posts.

This addition was much needed from a user experience perspective. Since we are a digital marketing agency, it only made sense to back up our theory with real-time data we possessed. And that’s when everything turned around for the good. Within 10 days after adding data and examples, we started generating leads from the blog pages as well. This not only helped improve our CRO but also boosted the rankings of the blogs.

Sangeeta KumarSangeeta Kumar
Vice President – Marketing, Healthcare DMS

Place CTAs Using Heat Map Analysis

One conversion rate optimization technique that stands out for its effectiveness in improving website conversions and lead generation is strategically placing Calls-to-Action (CTAs) based on a thorough analysis of heat maps to captivate and engage readers.

Heat maps provide invaluable insights into user behavior, highlighting areas of high interaction and pinpointing potential bottlenecks in the conversion funnel. By leveraging this data, businesses can strategically position CTAs where they are most likely to be noticed and acted upon by visitors, thereby maximizing conversion rates.

This approach has been successful because it combines data-driven decision-making with user-centric design principles, ensuring that every element on the website serves a purpose in driving conversions. By continuously monitoring and refining these strategies based on real-time data and user feedback, businesses can stay ahead of the curve and consistently improve their conversion rates and lead generation efforts.

Prachi ZalaniPrachi Zalani
Marketing Manager, NamanHR

Feature Customer Testimonials Near CTAs

A powerful method to improve website conversions is placing customer testimonials near call-to-action buttons. This approach, often seen on B2B SaaS companies’ websites, features star ratings from platforms like Capterra or G2 in the hero section.

These review scores build trust by showcasing positive customer experiences where visitors are prompted to act. Simple yet effective, this tactic leverages social proof to increase engagement and drive conversions.

Bryan PhilipsBryan Philips
Head of Marketing, In Motion Marketing

Create a User-Friendly Route With More CTAs

One of the main things we focus on when trying to improve conversions is the use of CTAs. These features not only create a user-friendly route but are also ideal for moving customers along their journey and encouraging them to take action sooner.

CTAs can be designed in creative ways, as well as include persuasive language, internal links, buttons, and a more straightforward approach. Recently, we have been focusing on the placement of these elements to ensure they are accessible and in relevant positions.

Annie EverillAnnie Everill
Digital Marketing Executive, Imaginaire

Engage Customers via Twitch Streaming

For me, the most effective technique has been streaming on Twitch three to four times a week. It’s like having a direct line to potential customers who are already interested in what I do—turning fun monster characters into stickers! By creating a space to connect and share my passion, I’ve built a loyal following who visit my website with the intention to buy. My conversion rates are way higher for these folks because they already know and trust me.

Of course, there’s still traffic coming from other sources, but it’s more of a browsing situation. They might discover my website through Instagram or Facebook and take their time checking out the designs, maybe bookmarking something for later. That conversion isn’t guaranteed. But with the Twitch audience, they’re coming in pre-warmed, ready to support what I’m creating.

Mike OrtizMike Ortiz
Business Owner, Canvas Monsters

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By Greg Grzesiak Greg Grzesiak has been verified by Muck Rack's editorial team

Greg Grzesiak is an Entrepreneur-In-Residence and Columnist at Grit Daily. As CEO of Grzesiak Growth LLC, Greg dedicates his time to helping CEOs influencers and entrepreneurs make the appearances that will grow their following in their reach globally. Over the years he has built strong partnerships with high profile educators and influencers in Youtube and traditional finance space. Greg is a University of Florida graduate with years of experience in marketing and journalism.

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