A Singapore Digital Marketer’s Guide To Boosting Conversion

Your online marketing campaign is beyond impressive this far. Visitors are flocking to your website in droves, and you seem to be getting lots of positive reviews about your brand in the comment section or even getting emailed at.

Impressive, right?

But let’s get one thing clear — what’s your revenue like? Despite the strong attention you’re getting, how many of those visitors end up as actual customers or clients? How many of those views lead to actual sales?

How many?

It could be that some of your visitors are backing up after they’re partially into finalising a purchase. Or are they just peeping through a page or two before leaving your site, and never to come back?

Whichever the case, if your marketing campaign doesn’t translate to a bump in profits or sales at the end, then there’s something important you’re missing — and that is, an apt conversion strategy.

MediaOne has been helping brands all over Singapore increase their online engagement and to, as well, convert a portentous portion of their online traffic into actual sales.

But for today, the agency is here to dish out 9 tested and totally great ideas to carry out a successful lead conversion campaign.

Read on to stay miles ahead of your competition.

Conversion Rate Optimisation

Some of the conversion issues you’re facing are better off nipped in the bud. For all we know, the problem could be your website.

Does it load extremely slow? Or are users finding it hard to navigate to the checkout page?

Let someone have a look at your website and be able to advise accordingly. SEO and and the overall traffic you’re getting is important, but at the end of the day what really matters are the sales you make, the leads you generate, and the cash flowing in.

That’s where CRO first proves to come in handy.

It just has to ensure you have a better ROI, even with low traffic. You also get to understand your customer data and visitor flow.

Test Individual Elements

You want to find out which element works and which one is a complete waste of your online effort.

You test them one by one, and each at a time. Test them on rotation, starting with your landing page, and followed by the headline, image, call to action, click funnels, and the rest.

There are lots of lead generation tools to automate the testing process. You can use them to gather as much data as possible with regards to each one of the elements before making an informed decision on the way to go.

The point is to find out which element converts the best, so you can know where to direct much of your effort.

Which conversions lead to actual sales?

Not all conversions are the same.

Start by reviewing your landing pages to find out which one among the bunch you have generates more sales.

It’s also important that you check your customers’ buying cycles and evaluate them as you figure out the best way possible to improve the conversion rate. Your sales analytic is the best place to get started with this.

The data you gather should help you find out which type of content generates more sales. The difference could be with the web copy, the style of writing, the offer or the overall layout of the landing page.

Whatever reason you come up with, use it to improve your overall conversion rate and generate more sales.

Check the Strategies employed by your Competition

This is not about replicating what your competition is doing. But evaluating their strategies so you can use the information you get to re-calibrate accordingly.

You need to gain an edge over them, and, for all know, coping whatever they’re doing will only get you to their level, when you should actually be aiming for more.

Start by checking out your competition and find out what they’re offering in terms of incentives. Go ahead and one-up them by offering something even more enticing.

What are they doing to lure in subscribers? Do they have coupons for some of the products they are selling on their website?

If so, find a way to beat them up in that competition by offering your visitors an even more inviting freebie.

Built Your Social Media Trust

With so many cases of people using social media platforms to blatantly rip off innocent buyers or companies baiting online customers with a different product only to deliver a low-quality version, customers are having a hard time trusting online brands with their credit card and money.

Clients want to know that they can completely trust you for your word. To be on the safe side, it’s important that you establish yourself as a trustworthy brand by working on your social media proof.

You can start by linking your website to all your social media accounts, and doing regular checkups to make sure no one is running a fake version of any of your accounts.

It’s also important that you get a section of your customers to leave behind a review. You can politely ask them to via an email or direct them to a page that prompts them to every time they clear a transaction.

Also consider getting a trust seal and, more importantly, working on the number of social media followers to build some sort of online credibility. Also, if you can, give our guarantees, just in case a products turns out to be faulty or a client ends up dissatisfied upon receiving it.

Plaster Your CTA Everywhere

Your Call to Action is NOT limited to your home page, landing page or the contact-us page. You can plaster it virtually everywhere and you’d be surprised at how much that works for your conversion rate.

For instance, you could plaster it in the middle of every blog post you make and rest assured nothing can possibly go wrong.

After all every blogger has something they’re self-promoting, no matter how crafty they’re with hiding it. And as long as you’re NOT selling people smoke, there’s nothing wrong about throwing in a positive word for yourself and then directing your visitors to the product page where they can purchase it.

Just find a way to make the CTA box stand out. It should also feature an easy-to-click button conspicuous enough NOT to elude the eyes of your online visitors.

Make Your Value Unique

If you decide to pull out of your line of business, will your customers have a reason to miss you, or will they just move on to the next vendor and immediately forget that you existed?

Your value may be connected to what you do or how you do it, but that’s NOT what it means in actuality.

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By value, what’s meant instead is what makes you special as a brand. As you’re soon to find out, you answer may have nothing to do with the product you’re selling. But a combination of different factors like your customer relation services, your commitment to solving a given problem, or the team of loyal customers behind your back.

Keep in mind that your value grows the more you’re into business.

Limit Your Options

You can only be able to progress when your focus and effort all converge at a single point. This is another way of warning you about distractions.

An easy approach would be to pick one page at a time and focus on it entirely. Or it could be about getting more subscribers for your email list. Whichever struggle you pick on, be sure to stick with it all the way to end before picking another.

10 Superior Conversion Rate Optimisation Hacks to Generate More Sales

One of the effective ways to promote your business in Singapore is through digital marketing. However, doing so without a solid strategy will not guarantee you success. According to a study, 79% of marketing leads don’t convert into sales leading to loss of revenue and wastage of resources.

It’s no longer enough to create a well-trafficked site. You want people to remember your site, buy your items, sign up for your email list, come back for more products, or even refer their friends. It means you need a page that converts.

However, converting leads to sell is challenging. With so many businesses in the market competing for the same customers, ensure your website stands out. 

Here are conversion rate optimisation hacks to convert leads to sales in Singapore.

  • Use Smart Pop-Ups

Photo credits: optinmonster.com

Smart pop-ups are one of the effective strategies. However, some people find them irritating, especially if they are flashy and intrusive. If you want this strategy to work, design them in a way that will convince visitors and elicit a response. Use tools like Omnisend or WisePops to help you create effective pop-ups.

There are different types of pop-ups aiming to achieve different goals. Some of them include:

Pushdown and Pushup Pop-ups– Pushdowns appear at the top of a website and push contents down. On the other hand, pushups appear below the screen and slide up.

Exit-intent Pop-ups– These are pop-ups that appear on the customer’s screen when leaving the website. These pop-ups have last-minute offers, discounts, and promotions to attract the attention of visitors.

Delayed pop-ups– They are pop-ups that show after a person has been on your website for a given period.

Entry pop-ups– When a person visits your website, they display right away. An example of such a website is Wishpond. It uses a translucent overlay, legible typography, and a basic layout with a clear call to action (CTA). Remember that misusing entry pop-ups might result in poorer conversions and reduced revenue as a result.

Sign-up forms– They are used to entice people to sign up for free materials, including e-books, white papers, and software, among other things.

For smart pop-ups, timing is crucial. Conduct an A/B test to ensure your timing and placement result in high conversions. 

  • Use a Clear and Powerful Call to Action

CTAs are essential when it comes to digital marketing. It encourages people to respond to your conversion goal if you use it correctly CTA. Not including a CTA in your website will only leave your users confused and irritated since they won’t know their next action.

A good CTA has action words. They inform users about the particular action they should take. Moreover, the button’s design is essential. For the button to stand out, make good use of the white space. The colour needs to be different from the rest of the website to make it stand out.

Also, incorporate links, pictures, animations, and other elements that successfully lead visitors to conversion. Remember to carry out an A/B test to see the most effective one. Optimising the button for mobile users is also essential since most people nowadays use mobile devices.

  • Create An Attractive Video for Your Business

The majority of customers in Singapore are visual shoppers. To confirm this, ask yourself the number of times you have viewed a product online and then go to YouTube to learn more about it. Also, ask yourself the number of times you bought a product after seeing a video.

A video will communicate effectively to your users compared to a long blog. However, ensure the videos are not too short nor too long. Your users will get bored with long videos, while short videos will not communicate effectively about your products. A minute-long video is enough. To boost your conversion rate, combine videos and blog articles.

Make a captivating video by being genuine, educational, and entertaining. You may also add a dash of humour to make it memorable. Customer reviews, in addition to product details and advantages, can be included in your videos. 

  • Create A Sense of Urgency

Creating urgency is also among the most effective digital marketing strategies. It will make your users experience fear of missing out (FOMO). FOMO is typically a psychological phenomenon brought by realising that others are participating in something you aren’t. Most individuals will then feel compelled to grasp the opportunity before it passes them by.

Limited offer, act now, last chance, and are examples of phrases that generate a sense of urgency. When your visitors encounter such terms, they are more likely to respond since it motivates them to take action.

The following are some of the effective FOMO techniques you can use on your website.

Limit free deliveries available– Most customers consider free delivery to be the essential factor in making an online purchase. Knowing that it is limited will help them make a purchase quickly and increase your rate of conversion.

Show the scarcity of your Products– Show your consumers that your products are scarce. You can even tell them the exact number of products remaining. They will, in turn, purchase your products due to FOMO.

Make exclusive deals for specific products– Exclusivity is among the best FOMO strategies since people like having something that others don’t.

Show your users the opportunities they missed– You can use a phrase like “sorry this product is out of stock.”

Use countdowns and the fear of running out of time– Putting a clock on your website that counts days or even hours remaining to the close of a sale or other events to create a sense of urgency in the minds of your website users.

However, it is important to keep in mind that this strategy only works for valuable products.

  • Make Your Customers Your Brand Ambassadors

Photo credits: business2community.com

Another important conversion strategy is making your consumers your brand ambassadors. Brand ambassadors aren’t just regular consumers; they’re loyal supporters of your brand, product, and service. They use social media or word-of-mouth to tell people how amazing your products and services are. As you know, most people trust products and services after hearing other people’s experiences.

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However, you may be wondering how to turn your loyal customers into your brand ambassadors. First of all, start by delivering high-quality products and services. When consumers use your products regularly, it means that they like them and are satisfying their needs. Therefore, ensure you maintain quality, so they keep coming back for more and tell other people about your business.

You can also give them free goods or upgrade their services to encourage them to continue buying from you. Also, ask them for opinions about your business and areas they think you should improve on. It will make them feel part of your business and not just consumers. Ensure you also respond to their concerns promptly since communication is key for any business to succeed.

At times, offer them a percentage of your sales for every customer they refer. It will encourage them to bring more people to your business. You can also give them loyalty points to redeem when they reach a certain amount and use them to buy your products.

If you manage to get many brand ambassadors, you won’t have to spend a lot of money and time advertising your business. You can relax knowing other people are doing it for you. You can also experiment with brand influencers to boost your social validation.

  • Create Compelling Content

Content marketing is another effective digital marketing strategy. This strategy helps attract high-quality traffic comprised of people interested in your products, brand, or industry. For quality content, ensure it meets the following.

Relevant– Ensure the content is up to date and contains information appropriate for your target audience. Ensure it is also well-written.

Accessible– your information should be easy to get. Analyse your website to see if you forgot any content and why it happened.

It is also good to update content on your websites and other platforms. Go through your existing content and make necessary changes to make it more appealing and updated. For instance, if your videos are long, make several two-minute short videos out of them. If your articles are long and have many views, use them as a foundation for creating infographics and double-checking them.

Other than improving your conversion rates, quality content has the following advantages.

  • Increases the time spent on your website
  • Encourage user participation.
  • Reduce bounce rate
  • Boost your search engine ranks

When creating content, link your site to other authoritative sites to make your website rank at the top of search engine result pages (SERPs). Many people will trust the credibility of your business if your website ranks at the top.

  • Don’t Underestimate the Power of Email

Email remains one of the most powerful digital marketing strategies in Singapore. They keep your potential customers informed about your business, thus strengthening the relationship between you and your customers. Emails also entice customers to buy from you by informing them about your current offers.

However, for your emails to be effective, ensure they stand out from your competition using the following strategies.

Use interactive content– Include interactive content in your emails like quizzes, surveys, and polls. Interactive content promotes user engagement.

Personalise emailsPersonalising emails is essential. It makes your customers feel like you are talking to them directly. Adding the customer’s name to the subject line is one of the ways to personalise emails. Also, ensure you communicate messages relevant to them. Analyse your customers’ recent searches to know what they are interested in and provide the email content that suits them.

Use incentives to your advantage– Offer incentives in your emails like discounts, free samples, redeemable vouchers, and giveaways for every transaction made on your site.

  • Optimise Your Forms

Photo credits: mopinion.com

For digital marketing strategies to be successful, you need to have a form for your customers to fill. These forms have questions that your customers need to answer, like what they like about your businesses or what they dislike and areas they think you can improve on.

Designing a form may look easy and obvious, but it is not. To obtain the best results, you’ll need to optimise and analyse the number of categories, words and colour of the button. Remember to incorporate some automated filters to ensure the data you’re receiving is genuine and accurate. You better get little and quality information other than a lot of information that will not help you.

  • Create A Strong Social Media Presence

A strong social media presence is important to succeed in digital marketing. It means that many people will notice you. As a result, you will increase brand awareness among your target audience. Brand awareness will make many people trust the credibility of your business and buy from you leading to an increase in revenue.

However, creating a social media profile alone is not enough for your business to succeed. Put effort into sharing new posts with your audience regularly. You also have to reply to your customer’s comments in the shortest time possible. If a dissatisfied customer gives a negative comment on your page, handle it wisely so you can keep your customers.

If managing your social media accounts becomes overwhelming, outsource to companies that deal with social media. They will help you save time as you concentrate on other important activities.

  • Test And Evaluate Your Websites

If you want to determine which of your digital marketing strategies will work or not, conduct an A/B test. You can start by creating a test page for all the changes you want to make to your site and analyse the results. Pay close attention to indicators like bounce rates, session duration, and sales conversion rate, in addition to the number of visitors.

Consider every aspect of your campaigns like content, adverts, email subject lines, pictures, and their variants. Run an A/B test to see what works best. It will allow you to identify what your target audience reacts to, making your digital marketing campaigns effective as a result.

A well-coordinated A/B testing campaign will boost the profitability of your digital marketing campaign by identifying areas that need to be improved.


It’s a Wrap

Lead conversion isn’t a one-time job. If anything, you have to be constantly checking on what’s working and NOT working out for you. MediaOne has a lot of experience in this. Should you find your self stuck or lost on some of the ideas, don’t hesitate to contact them for more clarification, help, or outsourcing.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

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