There are two primary reasons why we engage in digital marketing: brand building and demand generation. The first focuses on outbound actions designed to make people aware of products or services they may not know about through social media, blogs, or websites they regularly visit. Demand generation, on the other hand, combines proactive initiatives with a strong emphasis on visibility.<\/p>\n
Both digital objectives ultimately seek to drive traffic to a website or microsite, where the audience can obtain more information. This is where the most important moment of the journey takes place: Digital Conversion.<\/p>\n
Conversion, depending on the industry or product, may occur through an online purchase, a registration, or an expression of interest or purchase intent. In all cases, it is essential to measure that action in order to evaluate the effectiveness of the campaign or initiative. This is where the real challenge begins.<\/p>\n
It turns out that the traditional formula for generating conversion or purchase intent\u2014asking visitors to leave their contact information so they can be contacted later\u2014is losing effectiveness for two main reasons:<\/p>\n
The above also makes it clear that a strong digital conversion rate is unlikely to exceed 4% or 5%.<\/p>\n
My central thesis is based on the low attractiveness of the incentives offered to visitors for conversion. Leaving aside eCommerce websites where conversion directly equals sales, many B2B businesses have traditionally relied on webinars, videos, white papers, eBooks, digital newsletter subscriptions, or event registrations to encourage prospects to engage.<\/p>\n
\nA strong digital conversion rate is unlikely to exceed 4% or 5%.<\/p>\n<\/blockquote>\n
My perception is that these digital assets are becoming increasingly common and therefore generating less impact. This highlights the importance of reinventing resources to better motivate audiences, gather more information, and encourage non-digital follow-up actions from prospects. With that in mind, I would like to share several practical and profitable ideas.<\/p>\n
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- Digital coupon<\/li>\n<\/ol>\n
Today, many companies offer digital benefits, discounts, and promotions through platforms such as Groupon or department store digital wallets. Offering a coupon, a discount, or even digital cash to users who complete a more detailed registration form can become an innovative and effective incentive.<\/p>\n
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- Games<\/li>\n<\/ol>\n
The era of gamification is in full swing. Video game adoption among adults is growing faster than among younger audiences. Offering game points, Candy Crush lives, or opportunities to play games can be an attractive incentive to encourage registration.<\/p>\n
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- A single channel of digital assets<\/li>\n<\/ol>\n
Businesses that offer videos, eBooks, PDF documents, webinars, and other digital assets should integrate them into a single content repository. This would allow conversion to occur through a single registration, granting access to hundreds of resources instead of just one document or video. Such an approach can provide significantly more value than offering individual incentives separately.<\/p>\n
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- Exclusive digital content<\/li>\n<\/ol>\n
This may be the best idea of all: offering valuable content in exchange for registration. Exclusive articles, videos, courses, or presentations\u2014especially content that is normally paid and not freely available online, such as Harvard Business Review or Mayo Clinic resources\u2014can generate stronger interest in obtaining knowledge and value rather than merely pursuing financial or entertainment incentives.<\/p>\n
More aggressive initiatives designed to force digital conversion may also generate low-quality leads or people who will never purchase. For this reason, it is essential to validate lead quality and apply these mechanisms according to the product and the customer's journey. More importantly, businesses should never stop testing different tactics, messages, forms, and incentives against expected response rates.<\/p>\n
Ultimately, the strategic importance of digital conversion is clear, as it allows organizations to measure return on investment. However, we must reinvent its mechanisms to ensure its long-term effectiveness and sustainability.<\/p>\n