As marketers, we know that every stage of the buyer's journey matters. We pour our hearts and souls into the entire process from beginning to end. Of course, we love every minute of it, but just ask any marketer, and they'll tell you that what ultimately makes the hard work worthwhile are the conversions.
Conversions are evidence that your marketing strategy is working. It's when marketing dollars come back in profits, and it feels great when conversions are happening. But what if they're not? After all the work you've put into reaching, informing and nurturing your audience, the last thing you want is to lose them right before they convert.
The good news is that conversions are somewhat of a science. While humans can be unpredictable, there are enough marketing studies out there to show us what works effectively at a conversion point and what doesn't. It's not enough for your conversion points to simply exist. They must be effective, and we have some ideas on how to get yours to that level.