In today’s digital world, conversions are an essential element of any service company’s marketing strategy. Whether you’re running a marketing agency, law firm, or consulting company, understanding the different types of conversions is crucial for maximizing the effectiveness of online activities. This article presents various types of conversions that may occur in service companies and how they can be optimized.
Contents
- Definition of conversion
- Types of conversions in service companies
- Conversion optimization
- Case studies – implementing strategies for conversion optimization
- Example 1: Aesthetic medicine clinic
- Example 2: Dental office
- Conclusion
- Sources
*Source: https://unsplash.com/photos/1
Definition of conversion
In the context of online marketing, a conversion refers to a desired action that a user takes on a company’s website. This could be subscribing to a newsletter, filling out a contact form, making a purchase, or booking a service. Each of these actions is a measure of the success of a marketing campaign and reflects the effectiveness of a digital strategy.
Types of conversions in service companies
1. Micro conversions
Micro conversions are small but significant actions that users take on a website. While they don’t bring direct financial benefits on their own, they are important for building relationships with potential customers. Examples of micro conversions include:
- Subscribing to a newsletter – the user provides their email address to receive regular updates from the company.
- Following the company on social media – clicking “Follow” or “Like” on the company’s social media profiles.
- Downloading an e-book or other educational material – the user downloads free material, leaving their contact details.
- Filling out a short survey – the user answers questions about their opinion of the company or services.
- Visiting the contact page – the user views the contact information page, indicating interest.
- Adding the page to bookmarks – the user saves the company’s website to return later.
- Checking references or customer reviews – the user reads reviews from other customers, indicating growing interest.
- Sharing content on their social media profiles – the user shares an article or other company material with their friends.
- Registering for a webinar or online event – the user signs up to participate in an event organized by the company.
- Playing a promotional video – the user watches a video presenting the company’s offer or values.
- Searching for additional information on the blog – the user spends more time on the site browsing related articles.
- Taking a quiz or test – the user engages in interactive content related to the company’s services.
- Granting permission to receive push notifications – the user allows receiving browser notifications from the company.
- Adding a product or service to a wish list – the user saves an interesting service to revisit it in the future.
These actions help build a potential customer base and provide valuable data for further marketing efforts.
2. Macro conversions
Macro conversions are the main goals that directly translate into company revenue. For service companies, these can be:
- Booking a consultation or service – the user schedules an appointment or reserves a specific service, e.g., by phone.
- Filling out a detailed inquiry form – the user sends a request for a quote, providing detailed information about their needs.
- Making an online payment for a service – the user completes a transaction by paying for the selected service.
- Signing an online contract – the user enters into a service agreement through an online platform.
- Placing an order for subscription services – the user subscribes to a service, e.g., premium services, paying cyclically.
- Using a trial offer – the user activates a free trial period for a service, which may turn into a paid subscription.
- Downloading the full version of an application or tool – the user decides to download and install the full version of software offered by the company.
- Ordering premium services – the user selects a more advanced or expanded service package.
- Receiving confirmation of payment for contract renewal – the user renews a contract or subscription for another period.
- Signing a long-term service contract – the user enters into a long-term cooperation agreement, e.g., for a year or several years.
- Obtaining a certificate after training – the user completes paid training and receives a certificate confirming qualifications.
- Using the option of installment payments or service leasing – the user enters into a lease agreement for services, e.g., technology or equipment leasing.
- Ordering an audit or expert analysis – the user commissions the company to conduct a detailed audit or prepare an expert opinion.
- Filling out a custom service order form – the user requests a custom service that requires an individual quote.
- Accepting a price offer and proceeding with the project – the user, after receiving a price offer, accepts it and commissions the start of the project.
Macro conversions are a key indicator of the effectiveness of a marketing strategy and have a direct impact on the company’s financial results.
Conversion optimization
1. Website UX and UI
A well-designed website is fundamental. Key elements include2:
- Clear and simple design
- Mobile device responsiveness
- Visible and compelling CTAs (Calls to Action)
- Fast page loading speed
- Simple navigation
- Elimination of distractions
You don’t
think your way
to creative work. You work your way to
creative
thinking
– George Nelson
2. Content marketing
Creating valuable content that addresses the needs and questions of potential customers is an essential part of a marketing strategy. Content marketing helps build authority and trust, leading to an increase in conversions. Key elements include:
- Creating valuable educational content
- Regular publication
- SEO (Search Engine Optimization)
- Content distribution across various channels
- Storytelling
3. Personalization
Personalizing content and offers is another key element. With advanced analytical tools, it is possible to create personalized campaigns that better meet the needs of specific audience segments. Key techniques include:
- Dynamic website content – tailoring website content based on the user’s profile, e.g., based on previous interactions or location.
- Customer base segmentation
- Retargeting – re-targeting users who visited the site but did not convert, with more personalized offers.
- Personalized product/service recommendations – based on the user’s previous actions, displaying recommendations tailored to their interests.
4. Social proof
- Customer reviews
- Case studies
- Certificates and awards
- Video testimonials
- Media mentions
5. Form optimization
- Reducing the number of fields – shortening forms to only essential information to reduce user burden.
- Adding micro-conversions – using a stepped approach where minimal data is collected first, then more details are requested.
- Using hints and autofill
- Clearly marking required fields
- Using “one-click” forms – enabling login via social media accounts or other platforms to shorten the time needed to fill out the form.
6. Loyalty programs
Building customer loyalty through loyalty programs can contribute to increasing the conversion rate in the long term:
- Points for purchases – rewarding customers with points for each order, which can be exchanged for discounts or free services.
- Exclusive offers for loyal customers – offering special discounts or services available only to registered loyal customers.
- Referral programs – encouraging customers to recommend the company’s services to others in exchange for rewards, which can increase the customer base.
- Rewards for online activity – rewarding customers for their activity on social media, such as sharing posts or writing reviews.
- Dedicated customer support – offering loyal customers faster and more personalized support.
Case studies – implementing strategies for conversion optimization
Example 1: Aesthetic medicine clinic
ABC aesthetic medicine clinic, aiming to increase the number of patients for facial and body treatments, implemented an integrated marketing strategy that included SEO, Google Ads, and retargeting.
They started by optimizing the website by enriching it with detailed descriptions of treatments based on popular search phrases such as “scalpel-free facelift.” Articles were regularly published on the blog, which not only educated but also strengthened the site’s position in search results. As a result, the clinic gained valuable backlinks through collaboration with industry portals.
In Google Ads, text campaigns targeted at people searching for specific treatments in the region were launched, allowing precise targeting of interested users. The campaigns were complemented by graphic ads and remarketing that reminded users who visited the site about the clinic’s offer. Ads were also displayed on Facebook and Instagram to attract the attention of potential patients again.
Results: After six months of these activities, the clinic recorded a 40% increase in the number of new patients and a 25% increase in the website conversion rate. The cost of customer acquisition was reduced by 19%, demonstrating the effectiveness of the integrated strategy.
Example 2: Dental office
XYZ dental office, aiming to attract more patients, especially for premium services like dental implants and orthodontics, focused its efforts on personalization, social proof, and a loyalty program.
Personalization played a key role. The office created personalized landing pages and offers tailored to different patient segments, such as those looking for implants or teeth whitening. Patients who previously visited the site were targeted with personalized ads on social media and in emails, significantly increasing their engagement.
Social proof was strengthened by showcasing patient reviews and publishing case studies on the website and social media. Additionally, video testimonials from patients were shared online, building trust in the office and encouraging new clients.
The loyalty program was another important element of the strategy. The office rewarded patients with points for each visit and for referring friends, which could be exchanged for discounts on services. This program contributed to an increase in the number of returning patients and overall conversion rate.
Results: Thanks to these efforts, XYZ Dental Office recorded a 45% increase in the number of new patients, 30% of whom used premium services. The loyalty program and content personalization effectively increased both the number of returning patients and the overall conversion rate.
Conclusion
Conversions are a key element of any service company’s marketing strategy. Understanding the different types of conversions – micro and macro – and implementing appropriate optimization strategies can significantly increase the effectiveness of marketing activities and bring tangible financial benefits. Optimizing UX and UI, content marketing, personalization, and using advanced analytical tools are the basic steps every company should take to maximize the number of conversions.
Applying these strategies and continuously monitoring and analyzing the results allows for flexible adjustments to marketing activities and achieving better results. In a dynamically changing digital world, it is crucial to stay up-to-date with the latest trends and technologies that can impact the effectiveness of conversion strategies.
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