What do you think is more important to influence your site’s conversion? Well, there are several factors that are revolving round your head.
However, if you ask me, personally I believe that one of the biggest impacts is branding.
Did this factor come to your mind?
Well, I am sure it did, but somehow you did not realize its importance.
The perceived value and the trust built through the funnel processes involve content and a strong brand indicator that a site builds to promote itself.
Honestly speaking, the majority of the clients I have acquired for my site are majorly attracted from what they see from the content and hear about my brands.
Attitude, Awareness and Usage are the three important metrics related to the Hierarchy of Effects. Your customer progresses from the stage of lack of awareness, to the initial purchase of a product and finally to brand loyalty.
The trick is that if you build a strong online brand, it is easier to acquire more traffic that can be easily converted into leads and sales. Therefore, it is crucial to increase the conversion rate of your eCommerce site.
Optimizing a site conversion is a broad marketing principle. The process involves creating an experience for a website visitor with an aim to convert them into customers.
Do brand awareness increase conversions?
Many of us would argue to the point that ‘is brand awareness really important, or it is just a hype’? Well, I had conducted a research work, focusing on brand awareness on two eCommerce sites. The analysis included the use of the catalogue in one site and without catalogue in another site. Do you know what the outcome was? The site conversion rate with a catalogue was 5.95%, whereas, the site conversion rate without catalogue was only 0.52%. Isn’t that a huge difference?
How the brand influencing factors enhance the site conversion?
Certain brand attributes such as pricing and value proposition can augment the brand’s chances of receiving more interested consumers as compared to its competitors. However, you need to be proactive with the task of highlighting how your brand is exclusive and can create an image different from the crowd. You have to indulge in different brand activities both on and off the site.
If you use brand awareness through retargeting, it will capture the lost leads. Retargeting is the method of reconnecting the customers who have almost bought a product and encourage them to close the sale. A transaction can be abandoned for various reasons, therefore, it is important to follow-up with the customers who have loaded items into the shopping cart and capture significant revenue.
What people see, actually believes it. The way they perceive and think about your products and services and most importantly, your brand can hugely affect your site’s conversion. Not only this, the perceived value also measures your brand’s marketing process. It generates endorsements from the satisfied consumers and increases your brand’s integrity.
Acquiring new customers is definitely an expensive process and retaining them is critical to long-term business sustainability. However, a brand creates a level of security for the business. It plays a significant role in repeat customer activity. A few simple actions such as newsletter, satisfaction survey and promotions can sustain brand awareness amidst the pool of existing customers.
You can educate your target customers and make them know that your brand can solve their problems. It is one of the important aspects of online branding. A good brand is always preferred by the users and can quickly influence their buying decision and brings them a step closer to your aim.
Executives are always in search of metrics as evidence for the company’s success. Thus, increased brand awareness can indicate the yield on efforts to bring in new markets and offer tangible evidence of a company’s potential growth.
You must be thinking that if brands can create such wonders, there should be mediums to strengthen it further. Well, your thought is on the right track. Of course, you should find out the effective ways to strengthen your brand. But how?
The efforts you invest to get your brand out in the market, opens more opportunities. Therefore, let us find out the mediums you can use to get your brands stand out of the crowd:
It is popularly said that ‘content is the king’. Content marketing is the best platform to educate the prospective consumers. You can use videos, blogs, infographics, images, EBooks and other web based learning materials to effectively communicate and engage your audiences. However, there are a few other promotional techniques that you can try-
- Social media marketing
- Link and social outreach
Be the leading brands in your space and see how people know what you are capable of providing. Besides, there are several online marketing strategies; you can use to give your brand its deserved popularity in the industry.
Optimize the experience and engage the audience:
The best user experience is imperative for online marketing. It helps to get you endorsements for your site. However, the following area should be tested to improve the user experience and their engagement-
- Thematic internal link
- Content structure
- Meta tags and headline.
Therefore, by enhancing your site’s engagement rate, you can increase your site’s conversion and thus the revenue. Here are few tips for bloggers to brand their blog:
So what are you waiting for? Your brand needs your effort to make it more successful.