How to Optimize Your Digital Marketing Strategy for Conversions


Seeing subpar results from your digital marketing campaigns? You’re not alone. According to a 2020 study by Hubspot, only about 22% of businesses are satisfied with their conversion rates.

If you’re one of the many businesses looking to boost your conversion rates, you need to optimize your digital marketing strategies, improve user experience and entice potential buyers to take action. We’ll show you five ways to create lead driving digital campaigns that easily guide users through the marketing funnel all the way to conversion.

When it comes to optimizing your digital campaigns, there are many ways you can boost your ROI by increasing conversions among the traffic you already have. You have the visitors and the brand recognition down—now you need to get them to take that extra step. Here’s how to optimize your digital activities to increase conversions:

Have a dedicated landing page for each marketing campaign.

Every marketing campaign you run should have a dedicated landing page set up with the exact information potential prospects are looking for when they click that ad or follow that link. Featuring your advertised product or service front and center on the page they land on will decrease your bounce rate while making it as easy as possible for potential buyers to convert.

Say you’re running a sale ad for kids’ shoes. But when a potential buyer clicks the link in the ad, it takes them to the homepage of your website instead of directly to information about the sale. Given the fact that most visitors spend fewer than 15 seconds on a website, how likely is it that many visitors will take the time to navigate through your site to find the sale information themselves? 

Or say you’re running a lead generation campaign by messaging potential customers on LinkedIn. They click the link to your site and find information about your services but no clear contact form or way to get in touch. Once again, they leave your website without taking that next step to contact you for more information. 

Optimize your site through the whole user experience. 

Once you drive potential buyers to your site, you want them to stay as long as possible. That means making your site as clean, attractive, and user-friendly as possible. Clear a path to conversion by:

  • Simplifying your user experience so users can get to the information they seek quickly and easily 
  • Running regular tests to check for broken links, lagging download speeds, and distracting content that gets in the way
  • Making sure your site is fully responsive and mobile-friendly 

Provide the right content for each stage in the marketing funnel. 

First-time visitors to your site seek completely different information than returning customers who are already very familiar with your brand, products, and services—but it’s essential that you speak to them both. 

Adopting a full-funnel marketing strategy helps ensure you’re meeting each customer or potential prospect with the right information at the right time. Consider each stage of the marketing funnel as you develop new content and campaigns, and track your KPIs to determine the most effective strategies. 

Be smart with your lead forms. 

We can’t emphasize this enough—the quicker and easier it is for a user to complete an action, the better your conversion rates will be. Lead forms should be short, simple, and easy to find. 

Think about the information you absolutely need from a potential prospect in order to connect with them again—whether it’s an email to send them a case study or a phone number so you can call and gather more information or quote them on a service—and ask only that information. If your lead form asks too many questions, your completion rate will suffer. 

Another strategy is to take advantage of platform-based lead forms (and shopping options!), like instant forms on Facebook and Instagram Ads or lead gen forms on LinkedIn Ads. Removing a step from a potential buyer’s process leads to higher completion rates and lower bounce.

Use gated content strategically. 

Again, think about each stage of the marketing funnel as you’re creating and placing content on your website. Higher-funnel content like blog articles and service information should be readily available to everyone. This type of content adds to the user experience and helps to boost your SEO and entice potential prospects to explore more.

But lower-funnel content like whitepapers and case studies are better left behind a lead-generation form. Customers who seek this type of information have likely interacted with you already and are much more likely to complete a contact form to get to that information. 

Remember to Fill Your Marketing Funnel

Boosting conversions and generating more revenue is important, but don’t neglect the other aspects of the buyer’s journey. Make sure you’re filling all the parts of your marketing funnel to keep your pipeline flowing. 

Campaigns that focus on website traffic or brand awareness help capture new interest, filling the top of your funnel. Not all of these prospects will convert, but nurturing prospects in the awareness stage with rich content increases the likelihood of moving them through the funnel to the decision stage.

Building a full-funnel strategy is key to a successful marketing campaign. Feeding each stage of the funnel and meeting buyers where they are in the journey with the right messaging helps keep your pipeline flowing and prevents bottlenecks.

Don’t just take our word for it, check out what we did for UC Online

The full-funnel marketing strategy we implemented helped address pain points and both nurtured new leads and increased conversions. In just one year, UC surpassed even their own expectations with:

  • 430 million viewed impressions on awareness ads
  • A 337% increase in website traffic from consideration ads
  • A 50% open rate on LinkedIn message ads

Not too shabby, right? Want to learn more about building a successful, fully-connected digital ecosystem for your business? We’d love to walk you through it and chat about all we have to offer here at Oodle. Drop us a line and let’s get started.