How to Get More Sales and Conversions With Online Advertising

Business.com / Marketing Solutions / Last Modified: October 9, 2017
Photo credit: Rawpixel.com/Shutterstock

How effective is your online advertising strategy? The art of an effective online advertising campaign combines marketing creativity with thoughtful analysis. Implementing the best advertising strategies will help your business use resources more effectively, and increase sales and conversions.

If you're looking to increase your sales and conversions on the web, you might be feeling overwhelmed by the task. After all, if you make the wrong decisions, you could cost yourself opportunities and lose to your competition. However, if you implement the right, proven strategies, you can enjoy more online success for your venture. Use the tactics below to stop wasting resources and start gaining ground in the marketplace.

Get attention

If you have the greatest product in the world but you're stranded on a deserted island, then no one will ever know about it. This same concept is true online, which is why your first step to selling more is to get more attention.

However, too many people have the wrong idea about how to get attention. They think that they can create a simple website, list their product or services on it and their target audience will magically find them. This is not true. In fact, your customer, client, reader, donor, or whoever you are focused on has a million different websites, apps and businesses vying for their attention every moment that they are online.

To cut through the noise and gain attention, you must be direct and unique with your advertising. For example, you can run a Facebook ad that presents your product's main benefit right in the headline and then encourages the viewer to click through such as: "Save 50% on your insurance overnight! Click here for more information." Who wouldn't want to save money? You can also use bright and attractive colors for your advertisements, especially with banners. Try orange, pink or red to start.

By focusing your initial efforts on capturing the eyes and ears of your market, you can set the stage for what is to come. If you fail to engage them at this early step, however, you will lose the battle. So spend time brainstorming the element of your offering that is so unique and compelling that a user cannot help but to click on it.

Create interest

When looking to convert more online, your initial job is getting attention. However, it doesn't stop there. You must continue to hold your audience's imagination. This is where creating interest comes in.

After your prospect performs the desired action of your initial ad portion (such as clicking through to your website, signing up for a webinar or watching a video), you want to direct them to your landing or offer page. Here your advertising must contain relevant information and questions that entice the target to continue with your message.

For example, if you are targeting older males who want to lose weight, you could list the risks of obesity, and its link to heart disease and diabetes. If you sell insurance, point out the various benefits of switching to your company and why the other companies fail to provide the same level of service.

Keep in mind that whatever you include in this section of your ad must be focused on the needs, wants and fears of your audience, not you or your business. Include testimonials or scenarios involving people of the same age, demographics and background as your prospect so they will relate more to your stories. All of these elements will combine to create more interest, and incentive, for your potential customer to progress within your sales funnel.

Build desire

Now that you have adequately demonstrated how your product is relevant to your audience with facts and figures from similar people, it's time to dig in and build desire. The job of the previous section was simply to show that your offer could solve the problem your audience has. But now you must increase the perceived value of what you provide and develop a burning desire for your prospect to buy it. If you fail to do this, your conversions will suffer.

To make your audience want the product, use emotion. If you use logic, it will not engage their imagination. Write your copy with language that evokes images, sounds, sights, feelings and smells. The more senses you arouse, the better.

If you sell cookie dough, don't say: "The best cookie dough you'll ever buy." Instead, say: "Imagine walking into your kitchen, greeted by the luxurious aroma of deluxe semisweet chocolate chip cookies. You pull open the oven door to see a tray of golden brown delights. As you lift one of the soft cookies from the pan, you take a bite into a gooey morsel and feel your mouth awash with deep, rich flavor."

This technique gets the reader more involved with your ad. It allows them to imagine living in a better world with less pain and more pleasure. If you neglect to add desire, you'll simply have fewer conversions.

Ask for action

The previous three steps were necessary. You must capture their attention, arouse interest and raise their desire levels every time. However, no successful ad is complete without the next step. You must ask your visitor to take a specific action.

After all, your aim is not to make your prospect simply feel good about what you have for them, but to actually do certain things, including exchanging their money for it. Thus, it is not just an attitude you want to influence, but also a behavior. To get compliance with your desired behavior, you need to be very clear about your request and what will happen as a result. If instructions are difficult, today's distracted internet user may simply make the easier choice and close out their browser window (and kill your conversions).

Avoid losing buyers at this crucial last step by telling them what to do and how to do it. Example: "To order now, fill out the form below. Then click Order. Once you click Order, you will receive a package in two weeks." It may seem simple, but far too many businesses forget to include this and miss sales because of it.

Test

The previous four steps represent the sales funnel – the next step is testing. If you truly want more conversions, you must test, and test often. This means you should run two different versions of your advertisement, a process known as A/B testing.

Jason Kulpa is a veteran of online advertising and the CEO of Underground Elephant. He encourages clients to utilize A/B testing to consistently hone their advertising strategies and increase conversions. To accomplish this, you would run both versions of the ad at the same time, 50 percent to one-half of your market and 50 percent to the other half, to determine which ad converts better. With proper testing, you can significantly increase conversation rates. Without testing, you're leaving money on the table.

Follow up

The easiest customer to sell to is one who has already bought your product. Brian Ansley Horn, contributor to Entrepreneur.com encourages businesses and salespeople to follow through with their sales process. It is essential to follow up with every customer. If you don't, they might be persuaded by the competitor's offer. If you implement a phone, email or ad follow-up sequence, you can stay in front of the consumer so they think of you when it's time to purchase again. 

Another benefit of following up is that you can have great conversations with current users of your service. This allows you to discover weaknesses and strengths of your offer, so you can improve upon them. In today's fast moving world, you have to adapt quickly to stay ahead in the market. This may sound simple, but if you have the discipline to execute on this, you could see your profits increase while your opponent's dwindle. 

There you have it. These are the steps needed for a powerful online advertising campaign: attention, interest, desire, action, testing, follow up. This formula is proven to get more conversions and sales. Don't miss any more golden opportunities in your market. Utilize the tactics laid out for you above and start enjoying more success in your business.

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