All businesses, including agencies, want high conversion rates. A good conversion rate typically translates to a high sales volume. According to WebFX, a conversion rate of above 10% is considered strong across most industries and sizes of business.
However, the competition for those conversions may be high. According to AdWorldMasters, there are over 550,000 agencies worldwide, including advertising and marketing agencies. But even if you remove the ones that don’t offer the same services as you, you’ll still be left with a huge number of competitors.
In other words, if you want to stay ahead, you need to step up your game to increase your conversion rate. Read on to learn ten great ways to do exactly that.
10 Tips to Double Conversion Rate For Your Agency
Although I’ve outlined ten tips to double your conversions that you can use here, you don’t need to do all of them. In fact, you probably shouldn’t try to do them all at once. Choose two or three to begin with, then scale your efforts later as you determine the best combination of strategies that works for you.
1. Add a Pop-Up to Your Site
The average pop-up conversion rate, according to Sumo, is 3.09%. And that’s without optimizing the pop-up. If you optimize pop-ups for conversions, Sumo reports that you can get a conversion rate as high as 9.3%!
Optimizing pop-ups means making sure they contain all the elements necessary to prompt visitors to take a desired action. You’ll need to place your offer strategically and use a strong CTA button that stands out. Make sure your offer is clear. What are you giving the customer if they remain on your site and take the desired action?
You’ll also need to make sure your pop-up isn’t too annoying. It should appear only once per visitor, and they should be able to close it easily.
Exit intent pop-ups, which are activated when visitors make an attempt to leave the website, are particularly effective and do not impede the browsing experience. A well-placed exit intent pop-up can contribute to longer average visit times as well as higher conversion rates.
2. Use Optimized Proposals
If you send a lot of proposals, you can both save time and make them more effective by using proposal templates. Good proposal templates have been proven to increase conversion rates.
This is because the templates are already written exceptionally well and according to the proper structure. All you need to do is change a few details, and voila! A great proposal that convinces your prospects to convert.
Source: Better Proposals
There are proposal templates available across industries. If you’re looking to land an SEO client, for example, a ready-made SEO proposal template can make your life easier and increase your chances of success.
Take a look at the example image above. You can see all the important details are present. You can also personalize such templates easily by adding your brand logo.
The key is to do your research and to compare and contrast templates before you make your choice. Opt for the proposal templates that other clients swear have helped them land more gigs.
3. Remove Unnecessary Form Fields
Resist the urge to ask your website visitors everything you might ever want to know about them. If you do this, you’ll end up with a form that has too many fields.
It is always beneficial to think of your site visitors as people that have zero patience. Ask for one useless detail in the contact form, and they’ll get frustrated and close the browser window, never to return.
Source: WAT Consult
Ask for only the basic information you need to know. Take a look at the form above as an example. The agency has simply asked for basic, quick-to-enter information, and then provided a series of dropdowns to learn more about visitors’ preferences.
The bottom line is this: if you make it as easy as possible for your website visitors, they are more likely to convert.
4. Use Testimonials
In general, people don’t like to try a product or service without being reasonably sure that it will be of high quality. If you want to increase your conversion rate, use testimonials on your website so your visitors will know others have already purchased from you and had a great experience.
You can include testimonials of your former clients on your homepage. Here’s a great example from Disruptive Advertising:
Source: Disruptive Advertising
Include testimonials on your landing page, too. That way, when visitors click on your ad or a link on one of your social media channels, they will immediately see glowing reviews from former clients.
Many agencies also create data-driven separate success stories and display them on their landing pages. That is one of the smartest ways to tell prospects what they can experience if they work with you.
Wherever you put them on your website, make sure you choose only the best testimonials and place them in strategic positions.
5. Add Live Chat
Sometimes, people don’t push through with their purchases even if they want to. This may be because they still have a few unanswered questions and no easy way to reach out and ask them.
Don’t rely only on your support article database. While these are useful, you can’t cover every scenario or anticipate every question.
Including live chat on your website or landing page will help ensure that your prospects can get their questions answered. Make sure the person chatting with visitors is competent and qualified. If the person behind your live chat knows every bit of your services, you can expect high conversions for sure.
If you can, invest in a chatbot, too. The chatbot can take care of your website visitors while your support team is not active. Chatbots make sure there is always someone listening to visitors, and that’s a good impression you’re leaving.
6. Offer a Money-Back Guarantee
Consumers are a risk-averse bunch in general. That’s precisely why testimonials work. But to add a layer to the safety blanket, you can offer a money-back guarantee. Knowing they can get a refund if things don’t work out gives your prospect a sense of security as they try your services.
Before you give this guarantee, though, you have to be 100% sure you can deliver. The idea is that you’ll never need to follow through on this offer because clients will be so delighted with your services.
7. Cut the Jargon
Don’t use overly complicated language to try to impress prospects. If you want to sell, you need to offer value and communicate that value clearly. Jargon has the opposite effect.
Here’s an example: “we offer revenue-focused marketing automation that unchains cooperation”. Did your eyes just glaze over? Most prospective clients would have no idea what that meant.
Since your primary goal is to sell, you need to break down everything into digestible terms. Your client probably isn’t an expert in what you do – that’s why they want to hire you! Make sure your language is layperson-friendly.
Here’s an example that breaks down a complex concept – web design for business – into a simple selling proposition that clients can understand:
Source: Editor X
Unsure how to frame your language? Talk as you would to a friend who was new to your industry. If you’re a good communicator, you will be able to get the message across effectively and contribute to a high conversion rate.
8. Ditch the Distractions
Try to increase your conversion rate by removing all possible distractions for your prospects. When they land on your homepage, make sure they won’t be pulled in many different directions.
In the same manner, you can make your squeeze page effective if you include only the elements that will get a visitor to take the desired action. If an element is causing distraction, remove it.
Here are some of the basic elements you should include on your landing page:
- Headline and subheading
- Short description of your offer and its value
You can add more elements that will help you achieve your goal, such as a video, if you wish. But make sure your landing page doesn’t look cluttered. Your CTA, which is your final instruction to the prospect, should stand out.
9. Create a Sense of Urgency and Use FOMO
Sometimes your prospect needs that little extra push to convert. Adding a sense of urgency to your offer will do just that. Tell them your offer is only valid until the end of the month, for example. Then add a countdown timer to emphasize the urgency.
You can also use FOMO (fear of missing out) to give prospects that nudge. For example, in your proposal, you can say that you have very limited availability for new clients right now, so they’ll need to act fast if they want to work with you. Adding a time-limited bonus is an effective strategy, too.
10. A/B Test
A/B test the important elements on your website to determine which ones bring about the most conversions. These important elements include your headlines, CTA, and the copy describing your offer. Test everything from wording to color, placement, and font size.
If you’re sending out marketing emails, A/B test your email subject lines, too. Avoid spam trigger words and try out different lengths, styles, and tones for the subject line. You can send one email to 50% of your contacts, and another to the other 50%. Make sure you monitor which email helps increase your conversion rate.
Although this will take time, your agency will reap the benefits when you find the formula that works. It’s more than worth the effort.
To be successful, you need to be proactive. Waiting for clients to come to you won’t work. You need to be constantly looking for ways to attract new clients and increase conversions.
There are many strategies you can implement to increase conversion rates. I’ve outlined a few for you here. Now it’s up to you to figure out which combination of strategies works best for you.
The key is to try out as many variations as possible, and to monitor your conversions. If you have a clear plan and stick to it while remaining agile and adaptable, your agency will keep its competitive edge.
Petra Odak is a Chief Marketing Officer at Better Proposals, a simple yet incredibly powerful proposal software tool that helps you send high-converting, web-based business proposals in minutes. She’s a solution-oriented marketing enthusiast with more than five years of experience in marketing and project management.
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This blog post is about:
- Tips To Double Your Conversions
- A Guide For An Agency Owner
- Conversion Rate