Brands must compare their conversion rate with industry standards to assess where they stand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 21, 2019, 1:07 PM UTC

Marketers must identify conversion goals for the organisation from the outset.

This piece says that brands should keep a check on whether their lead conversions are matching up with the industry standards or not. Conversion rates denote how quickly the leads convert into customers and is an essential component for an organisation’s growth.

Brands must have clarity on where they stand by assessing their conversion rates and comparing them to their competitors in the industry. They can then determine conversion goals for the brand and nurture customers to align with the set goals.

Delivering a simple customer experience can help users navigate the website hassle-free and quickly. The author recommends brands to A/B test their landing page and ads to check if the design is achieving its stated goals.

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[4 minute read]