As the novel coronavirus continues to keep us isolated, the global economy goes into a nosedive that is likely to get worse in the coming months. Many businesses fear that the crisis will inflict long-lasting damage to their profits and conversions. Even though people do spend more time online, CPM experiences a significant decline throughout many industries. So, how do you maintain a high conversion rate during the ongoing crisis? We’ve gathered 8 tactics to help you keep high conversion rates during the coronavirus outbreak conditions.
In addition, many of you small business owners may be in shock. You may not know how to react to this whole situation. If you are struggling to find yourself within your business you may want to check out how to prepare your SMB pandemics.
Is organic traffic really down?
While some products, like household goods, food, health products, and streaming services, are in high demand, other businesses are struggling to get any sales. What about organic traffic? Let’s take a look at the data to see if the organic traffic is indeed suffering from the outbreak.
The column chart below displays global traffic growth or decline due to COVID-19. The traffic of media and financial websites had skyrocketed, while they travel and transportation industries saw massive drops in traffic.
When it comes to conversion rates, they are also down for most of the industries. Notice how the financial sector that boomed in traffic now sees a decline in conversions. The only sectors that experienced a boost in conversions are food, healthcare, media, and pharmaceutical industries.
Even though the numbers aren’t promising, there’s something you can do to keep your conversions high. Let’s now take a look at the practices that’ll help you maintain high conversion rates.
1. Analyze popular topics and keywords
Since there is a lot of media coverage around the pandemic, it makes sense that people are going online to find out more. This has opened a lot of opportunities for you to adjust your SEO and content strategy. You can build closer relationships with your prospective customers during these difficult times.
Use special algorithms and tools to analyze online data and identify what kinds of coronavirus-related content is more popular. Then, you can segment your audience based on the keywords and topics they’re interested in to deliver more personalized content.
2. Share coronavirus-related content
After you’ve analyzed popular keywords and topics, it’s time to create your coronavirus-related pieces. Sharing coronavirus-related tips and blog posts will show your audience that you stay current and care about their wellbeing. If you’re working in the tech industry, share tips on how businesses can stay afloat during the crisis. Content like home workouts and healthy recipes have become extremely popular as many people are isolated at their homes.
It’s useful to do some research and find out what your audience can be interested in at the time. Also, you can create a dedicated feed for corona-related products and content to ease navigation. Use multiple communication channels to promote your content pieces for them to get a wider reach.
3. Don’t pitch your products
You can still get your message out, but you have to acknowledge the situation. Be prepared to shift your marketing strategy at these times. Don’t hard sell your products or services. If you focus solely on profits, a backfire may be dramatic. So, what can you do?
Instead of pitching your products, show support and compassion. The largest companies all around the world have stepped out to show their support in fighting the coronavirus pandemic. Burberry, Dior, and Zara are using their facilities to make masks and hospital gowns for health workers. The world’s largest luxury conglomerate, LVMH, donated $2.2 million to the Chinese Red Cross. Hermes, Prada, Versace, and many other brands are donating millions of dollars to fight the coronavirus pandemic.
Ask yourself – “How can you support your customers during this time?” Your support doesn’t have to be measured in millions of dollars to show that you care. For example, you can make some of your services free of charge during the pandemic. Thus, you’ll get grateful customers paying you for the service after the crisis is over. Alternatively, you can offer free educational materials related to your industry, like webinars and interviews.
4. Update your ad messaging
Simply rewriting your ad messaging to match the current situation can have a dramatic impact. Just as ads mentioning geographical location, ads mentioning the ongoing crisis or pandemic can positively impact your performance. In fact, you’ll see a more dramatic change in conversion rates and revenue when you update your ad messaging and mention a discount.
As many governments impose travel restrictions and bans, it would be inappropriate to place travel ads at this sensitive time. That’s why it’s important to put your ad in the right context. Avoid creating a negative brand impression by using ads appropriately and employing contextual targeting.
5. Use multichannel communication
Multichannel marketing can help you maintain your conversions. Multichannel communication involves interacting with your audience regularly using more than one channel. Common channels of communication are mobile apps, email, website, social media, text messages, etc.
It’s important to ensure that you can reach your audience during the coronavirus outbreak. Multichannel communication enables you to stay in touch with existing customers and engage the prospects. Additionally, you will see increased conversions as customers have a choice of when and where they can make a purchase.
6. Keep your audience informed
Keeping your prospective and existing customers informed is another way to maintain high conversion rates. Many brands struggle as there are manufacturing and delivery delays. Keeping your audience informed about possible delays is the best thing you can do to reduce frustration levels.
Make sure to post regular updates on your website regarding any potential delays or other corona-related announcements. Also, it’s important that you display your coronavirus workplace policy to your audience. Stress that you’re keeping your employees safe while maintaining healthy business operations and a healthy work environment.
7. Add relevant visuals
Adding relevant visuals to your content can help you draw attention to your website. However, you need to be careful and ensure that it’s an appropriate use of imagery.
For example, you can create infographics or safety recommendations regarding the use of your products. Show how your customers can safely manage the products in a fun and simple way.
8. Don’t forget about the high-value customers
While it’s hard to manufacture and deliver products in the midst of a crisis, it’s important to keep the customers with the highest lifetime value. It doesn’t mean that there is no point in acquiring new customers. It’s important that you nurture your customers and engage them so that they stay with you after the crisis period.
Use data to analyze and identify your high-value customers. Look at their past behaviors to identify patterns that will help you segment your audience. Use these insights to predict conversion rates for each segment and create your engagement campaign.
As the coronavirus pandemic continues, many businesses are feeling the strain. Experts say that it can take up to two or three years for the global economy to fully recover. Hopefully, businesses will go back to normal sooner than that. In the meantime, you can maintain your conversion rates using the practices above. Make sure to support your audience, adjust your marketing strategy, keep communication channels open, and broadcast safety recommendations. Stay at home and keep your brand safe!