Everyone wants more sales without having to invest in more human resources. But how? We at Conversica have answered that question for thousands of companies with our AI-powered automated sales assistant. The underlying conversational AI is a powerful tool, helping them convert more leads and build a healthy marketing and sales funnel/pipeline. And a key part of keeping that pipeline healthy and flowing lies in conversion rate optimization.
In this post we will explore what conversion rate optimization is and what four steps you can take to improve your sales pipeline so you’ll see amazing results.
What Is Conversion Rate Optimization?
Tim Ash, conversion rate optimization expert, defines conversion rate optimization as “the art and science of getting people to act once they get to your website.” Once people visit your website, you want them to take a specific action, such as download a white paper, view an infographic, or, best of all, schedule the time to talk to a sales rep.
You might read this and say, “Well, isn’t it all about having great website design? Or great copy? If my site has those two things already, shouldn’t my sales be off the charts?” Conversion rate optimization goes beyond a well-designed website and great content—it involves a deep understanding of your customer and what he or she wants from you. The good news is that you can figure that out with a bit of effort.
Find the Leaks in Your Sales Pipeline
The first step in conversion rate optimization is figuring out how to improve your sales pipeline. The ideal sales pipeline looks like this: A visitor comes to your website and becomes a lead, that lead becomes a marketing-qualified lead, the marketing-qualified lead becomes a sales-qualified lead, the sales-qualified lead becomes an opportunity, and the opportunity becomes a closed won.
However, along the way, your sales pipeline has sprung a leak (possibly in more than one place). Perhaps visitors aren’t becoming leads, or MQLs aren’t becoming SQLs. You need to figure out why—is it because your calls to action aren’t compelling enough to get visitors to click on them? Does your site design turn visitors off? Are your sales reps not focusing on the right leads? It could be a combination of these things, which is why the next step is critical.
Build a Hypothesis
Treat conversion rate optimization as an experiment. Every experiment starts with a hypothesis: “If I do X, Y will happen.”
Let’s say that you think you need to improve your CTAs’ conversion rate. Your hypothesis would look like this: “If I write better CTAs, I’ll improve my conversions by 5%.” Now that you’ve created a hypothesis, it’s time to test it out.
Run A/B Testing
A/B testing allows you to figure out whether your hypothesis is correct. Here’s how it works: You create two versions to determine which appeals more to your audience. We’ll go back to the case of CTAs to illustrate the point.
You’ll write two versions of a CTA. Half of your audience will receive a link to the first version of the CTA, and the other half will receive a link to the second CTA. Whichever CTA receives more results is the one you should use.
Follow Up with Every Lead, Every Time
The final step in conversion rate optimization is to follow up with every lead, every time. You don’t want to lose out on a sale because you neglected to email someone.
Following up on leads can be the most challenging part of conversion rate optimization. Your salespeople are already working as hard as they can to keep up with your current leads. What if they had some help to reach out to every lead and improve your conversions?
An automated sales assistant, enabled by AI, automatically follows up with each and every lead, every time. You can program this assistant to continue following up for a certain period of time, then pass leads that have gone cold on to nurture. Should a lead be ready to move to the next stage of the pipeline, the automated sales assistant will hand the lead off to a sales rep to close the deal.
Want to learn more about how automated sales assistants help you convert leads to sales? Click here to see a live demo.
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