No matter what strategies you implement on your website, you have one goal: to convert visitors into paying customers. 

It is for this reason that conversion rate is arguably the most important metric to monitor in your marketing strategy. This will give you an idea of your closed sales, booked appointments, contact forms received, or free quotes requested. On top of that, this lets you know if your efforts are effective enough. 

On that note, you need your lead conversion process to be robust and focused. Otherwise, you’re likely sending your sales—and your business—plummeting to the ground. 

To help you avert this disaster and, instead, close more deals, here are five smart tips worth following: 

1. Track Both Successful and Unsuccessful Conversions 

Tracking successful conversions is common sense. After all, these are what you need to nurture to close a sale. 

However, it’s worth noting that there’s value in paying attention to the leads that did not convert as well. This will give you an idea of what is working and what isn’t in your processes. Moreover, this allows you to identify the mistakes you may be making so that you can avoid them as you move forward. 

2. Personalize Your Messages According to Your Audience 

Customers today are not enticed by generalized marketing messages anymore. Rather, they prefer highly customized messages—those that they can relate to. 

Considering this, you must make an effort to tweak your messaging to appeal to your prospects. To do this, you will have to learn more about them and understand why they chose you over your competitors. 

Taking the time to get to know them better will enable you to create a message that will successfully speak to their pain points.  

3. Educate Your Prospects Through Your Content

Not all of your prospects will convert during your first point of contact. Don’t be discouraged; instead, stay in touch with them and nurture them in all the appropriate ways. 

On that note, one strategy you may want to explore is educating them through your content. Informative blogs, social media posts, and newsletters are effective in bringing them the information they need to address their pain points. Aside from that, these help you establish yourself as an industry expert. 

4. Don’t Rush 

While time is indeed essential, you shouldn’t rush the lead conversion process. Rather, you must employ consistent efforts over time to keep your leads happy and satisfied. 

Email marketing is a smart strategy to employ for this. Regularly sending out emails to your leads will walk them through your product or service offering. Consequently, this will remind them of the value you can bring to their business. This also helps you stay top of mind for them. 

5. Work With the Pros 

If you feel that your lead conversion process is too much for you to handle, partnering with experts in conversion rate optimization is a valid option. 

These professionals have the industry experience and the right tools to take care of your online conversion for you. They take over this task efficiently and professionally, allowing you to regain your time and energy to focus on your core functions. 

All in all, this can result in increased efficiency and productivity as well as massive ROIs for your business! 


You will need to assess and refine your conversion processes constantly to keep your business afloat. It is for this reason that you must actively look for smart strategies to employ, such as the five items mentioned above. With that said, feel free to experiment along the way and find the right set of tactics for your business. Doing so will help you supercharge your performance and eventually dominate your conversion rate numbers! 

If you want to see your ROI increase, we’re the ones to call! Convert Cow is a small group of website owners with more than a decade of experience in online conversion rate optimization. We can help you improve your site and sell millions online; all you need to do is get in touch to get started!