How To Improve Consideration-to-Decision Conversions

Struggling to turn interested prospects into buyers? This guide breaks down proven strategies to boost conversions during the consideration-to-decision stage. Here's what works:

• Personalized Marketing: Tailor messages to segments for up to 50% better results.
• Social Proof: Use reviews, testimonials, and user-generated content to build trust.
• Urgency: Add time limits and exclusive offers to nudge decisions.
• Clear CTAs: Optimize buy buttons with action-focused text and smart placement.
• Simplify Buying: Show transparent pricing and offer real-time support like live chat.

The Marketing Funnel | Using AI to improve your conversion rate

Personalize Your Marketing Messages

Personalized messaging helps address decision-stage doubts, ultimately driving better conversions. Personalization works: segmentation clarifies customer challenges by 60% and intentions by 130% .

Divide Audiences Into Clear Segments

Breaking your audience into segments can improve conversions by up to 50% while reducing costs by 30% . Peter Nguyen of The Essential Man does this effectively by grouping his audience of young men into three categories: those wanting a minimal wardrobe, those aiming to improve their dating style, and professionals focused on refining their work attire . By targeting each group specifically, he meets their individual needs.

How can you do this? Start by:

• Tracking online behavior and engagement
• Collecting data through emails, forms, and usage patterns
• Analyzing demographics, interests, and stages in the buyer journey

Once you have clear segments, customize your content to match what each group is looking for.

Create Content That Matches User Needs

Venture Harbour ran an experiment with dynamic content personalization and saw impressive results:

• A 37.6% increase in average time on page
• A 12.9% drop in bounce rate
• An 88% boost in click-through rates
• A 53% jump in search traffic within just a few weeks

"Personalizing messages can increase engagement drastically and deliver value by being relevant." - Arthur Gehring, Vice President of Demand Generation, Brainshark

Avon teamed up with Omniconvert to show how personalization pays off. By using interactive product filters and customized incentives based on visitor behavior, they saw a 96.63% rise in conversion rates - all without needing a website overhaul .

Steps to create personalized content:

1. Use analytics to gather visitor data
2. Build detailed audience personas
3. Tailor your content for each segment
4. Automate content adjustments in real-time
5. Test and tweak continuously for better results

Show Proof From Real Customers

Customer feedback is powerful - 92% of consumers check testimonials before making a purchase . Highlighting real customer stories can build trust and help ease any doubts potential buyers might have.

Add Reviews and Success Stories

Reviews now carry more weight than traditional word-of-mouth recommendations . Displaying customer testimonials near your calls-to-action can make a big difference. Take GreenPal, a lawncare service provider, as an example. Gene Caballero, their co-founder, explains:

"Positive reviews can significantly boost trust among potential customers, while negative reviews, if handled correctly, can demonstrate our commitment to customer satisfaction" .

To make the most of reviews:

• Respond to every review - 88% of consumers appreciate businesses that engage with feedback .
• Turn positive reviews into case studies to showcase success stories.
• Handle negative reviews professionally to show you care about customer concerns.

Niall Lynchehaun of Midland Stone emphasizes the importance of addressing negative feedback respectfully to show dedication to customer satisfaction .

Share Content Made By Customers

User-generated content (UGC) is twice as trusted as brand-created content . In fact, visual UGC can boost conversion rates by 91.4% and increase product trust for 85% of shoppers . Customers also prefer peer photos over brand imagery by 80% .

Here’s how some top brands use UGC:

• Under Armour encourages customer photos with their #IWILL hashtag .
• MVMT watches combines customer-submitted photos with product shots .
• Kate Spade allows customers to upload images directly to product pages .
• Starbucks shares credited customer content across social media .

As one expert puts it:

"Traditional advertisements sing a brand or businesses' praises and while we'd like to believe these are approached with the utmost honesty, it's difficult for the discerning consumer to truly trust in this; however, if an independent party sings its praises for us, then it's all the more believable" .

To use UGC effectively:

• Make it easy for customers to submit photos and videos.
• Highlight UGC on your social media platforms.
• Prioritize authentic content that delivers clear results.

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Use Time Limits and Special Offers

Time-sensitive deals and exclusive perks can significantly boost conversions by creating a sense of urgency and fear of missing out (FOMO) . Let’s explore how clear deadlines and targeted perks encourage faster decisions.

Set Clear Deadlines for Deals

Deadlines simplify decisions. When customers know time is running out, they’re more likely to act instead of endlessly searching for better options . The key is balancing urgency with clarity .

Brands like Zulily, Free Label, and Anker excel at this by using countdown timers, email alerts, and tiered discounts to nudge shoppers into action .

Here are some practical ways to make deadlines effective:

• Use countdown timers prominently near prices and call-to-action buttons.
• Promote flash sales through emails, social media, and other channels.
• Refresh deals regularly (e.g., weekly) to keep customers coming back.
• Send early access alerts via email or text to loyal customers.

These strategies can help create urgency while keeping the shopping experience smooth and engaging.

Offer VIP Perks and No-Risk Trials

Exclusive perks and trial periods lower the barriers to purchase by offering both immediate value and long-term benefits . Companies like Diamond Art Club, PITAKA, and Sephora have seen success with tiered rewards, co-creation opportunities, and personalized loyalty programs .

A great example is Edmunds.com. By analyzing visitor behavior and offering personalized price quotes to specific audience segments, they increased conversions by 18% .

"The answer lies in understanding people's propensities better, that if we know which sub-segment of our audience is most interested in a specific opportunity, that we will be better off" .

Here’s how you can apply similar tactics:

• Build reward tiers that are clear and achievable.
• Combine discounts with unique perks, like early access or exclusive events.
• Use behavioral data to create personalized offers.
• Test new offers on smaller groups before launching widely.

These approaches can make customers feel valued while encouraging them to take action.

Improve Your Buy Buttons

Your buy buttons play a critical role in sealing the deal. While personalization and social proof guide customers early on, a well-optimized buy button ensures they complete the purchase. A clear, actionable button can significantly boost conversions by making it easy for users to take the next step.

Write Clear Button Text

The wording on your button matters more than you might think. Research shows that focusing on what customers will gain rather than what they need to do can lead to better results. For instance, when Michael Aagaard swapped "Order" for "Get" in a test, conversions jumped by 38% .

Here are some tips to make your button text more effective:

• Use benefit-driven language instead of generic terms like "Submit" or "Click here."
• Incorporate first-person phrasing when appropriate (e.g., "Send me my quote" instead of "Request quote").
• Keep it short, but make sure the value is clear.
• Match your tone to what your audience expects .

This ensures your call-to-action feels natural and aligned with the buying experience.

"A call-to-action is simply a proposition of the value that will be delivered immediately after the action." - Paul Cheney, Editorial Analyst, MECLABS

Big brands offer great examples of how to do this well:

• Nordstrom places its buy buttons at the bottom of product pages for easy access.
• Amazon positions them prominently in the top right corner.
• Urban Outfitters keeps theirs near product images.
• Best Buy opts for a single, standout "Continue" button below cart details .

Test Buttons and Track Results

Even the best button copy can benefit from regular testing. Amazon’s famous 1999 "1-Click Ordering" feature is a perfect example. The company tested and refined it so effectively that it became a patented process, later licensed by Apple.

Here’s how to approach testing your buy buttons:

1. Analyze Current Performance
   • Look at click rates, gather user feedback, and identify any friction points in the process.
2. Experiment with Variations
   • Try different button texts.
   • Test alternative placements.
   • Play with colors and sizes.
   • Add urgency elements, like "Limited stock" or "Buy now."
3. Monitor and Adjust
   • Track click-through rates and conversion changes.
   • Observe user behavior to identify patterns.
   • Document what works and refine as needed.

Since customer preferences evolve, regular testing ensures your buttons stay effective and relevant.

Make Buying Simple

Making the purchase process straightforward can turn hesitant shoppers into buyers. With a cart abandonment rate of 69.82% , simplifying the journey can significantly boost conversions.

Show Clear Prices and Options

Transparency in pricing helps build trust and reduces second-guessing. As Harvard Business Review explains, "Customers are more likely to make a purchase if they're aware of its cost" .

Here’s how to make pricing clear and effective:

• Highlight prices using noticeable fonts and colors.
• Display all costs upfront: original price, discounts, final price, and shipping fees.
• Provide a currency selection option for international buyers .
• Use comparison tables for products with multiple variations .

"When it comes to the cart and basket pages, it's important to keep things as simple as possible. Provide a very clear overview of what the user has added to cart and indicate the next step, as well as how they can make changes to their order. Only include custom fields if they are absolutely necessary, since they naturally create more friction for shoppers." - Zarina Bahadur, CEO and founder of 123 Baby Box

Add Quick Help Options

Real-time assistance can stop customers from leaving their carts behind. Live chat, for example, boosts conversion rates by about 30%, and shoppers who use it are three times more likely to complete their purchase .

Here’s how to provide effective support:

• Offer live chat, which 92% of users prefer .
• Use proactive chat to engage customers who linger on specific pages.
• Include quick FAQs to address common concerns instantly.

Spartan Race saw a 27% increase in conversions by implementing live chat .

"Organizations that used chat during the sales process found that customers were more willing to engage and that conversion rates increased." - Forrester

Track how live chat impacts conversions and evaluate agent performance to refine your strategy . Simplifying the buying process and offering immediate help can turn interest into action.

Next Steps

Increase your conversions from consideration to decision by using personalization strategies that have been shown to work. Apply these methods step by step, and keep an eye on performance to ensure steady progress.

• Create Tailored Website Experiences

Frame.io improved 'Team plan' signups by 7% and generated over $500,000 in extra annual recurring revenue by automating prospect routing based on company size .

• Use Smart Segmentation

Livestorm tripled its enterprise signups by customizing homepage messaging and removing pricing details for enterprise visitors .

"They're so different that it's not possible to have one website that addresses all these needs."

• Offer Real-Time Support

Chargebee paired live chat with personalized website experiences, leading to a 50% increase in demo requests .

Key Metrics to Monitor

Metric	Target Improvement	Monitoring Frequency
Website Conversion Rate	40% (based on Amplitude's results)	Weekly
Enterprise Sign-ups	200% increase	Monthly
Demo Request Rate	50% increase	Weekly

Also, fine-tune your calls-to-action to align with the preferences of each segment. Personalized calls-to-action perform 202% better than generic ones, according to research . Use customer insights to craft messages that meet specific needs at every stage of the decision-making process.

Apply these strategies, track your results, and make adjustments as needed.

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