Conversions is the most talked about aspect when it comes to digital marketing. A conversion means an action that a potential customer takes on your website or landing page to further interact with your business or product. This can be any desired goal or action that a visitor takes on a website but there are some types of valuable conversions that commonly stand out. In today’s article, I will be talking about the types of advertising conversions and when you should use them
Let’s hop on
Types of Advertising conversions
Here are the four types of advertising conversions. Let’s have a look at them
1. Lead conversions
Lead conversions are used to identify customers interested in what you are offering and provide a means of developing the relationship. This type is used as a part of lead generation campaign. This basically means they have provided their contact details in exchange for an offer. Lead conversion is the most commonly used of all types of conversions. Lead generations are most suitable for higher-cost products and services. They are tactically important for offerings that need intensive information and consideration before visitors can come to a purchasing decision.
2. Click-through conversions
Click through conversions means a visitor has clicked your ad and arrived at your post-click landing page where they will start to evaluate your content. In this case, a conversion would mean that they click your Call to Action button. In general, this will take them to another landing page after the click, in order to obtain a conversion of greater value, such as registering for a trial. Use the click-through as an act of warm-up to pitch your value proposition before tapping on the sale.
3. Video view conversions
This refers to a conversion target where the user sees some amount of a video. For Instagram, it could be as little as three seconds or for YouTube, it could be 11-30 seconds.
Video view conversions are slightly different from other types because they do not culminate in a lead or a sale, but they can be valuable at every step of the funnel. At the top most step, they’re amazing for introducing an unknown brand or figurehead; in the middle step, for providing educational content; and at the bottom, for proving your effectiveness through case studies and testimonials. Eventually, they serve to confirm that some amount of awareness was brought to your brand or offering.
4. Purchase/sale conversions
Purchase or sale conversion refers to any action that leads to the exchange of money for products or services. It is the end goal that typically occurs at the bottom of the sales funnel, after the potential customer has moved through the buyer journey and been nurtured to the point that they’re comfortable making a purchase.
While all sales occur at the bottom of the sales funnel, not all funnels are the same size. So, when to use the purchase or sale type conversion depends on your brand and industry. B2B funnels tend to be long, for instance, because of the cost of the product or service and complexity of decision making; whereas many types of B2C funnels can be very short, in the case of inexpensive offerings, so going for the sale immediately is a strategy frequently applied by e-commerce and retail brands.
Ways to drive more conversions
There are two parts- first is that happens before the click which is your audience segmentation, targeting strategy, ad messaging, and creative and platform strategy- the objective is to drive as many of the right type of visitors to your site or landing page as you can. Marketers frequently focus on this part with majority of their effort and money on getting it right.
The second part is what happens after the click- user experience, headline, content strategy, page design, offer and Call to Action- the objective here is to convert as many visitors as you can. You can make your ad dollars go farther by getting this part right.
Wrapping it up
These were the types of lead conversions that you can focus on with your digital marketing strategy. Now, that you know when to use them, do not overlook them. You can optimize your ad campaigns and landing page conversions. Our Digital Marketing Agency in Montreal offer different plans to help take the stress out of building, optimizing and converting, helping you to create better landing pages and see better results.
