Clicking your way to conversion

Yael Warman

“It is often thought that fewer clicks is synonymous with effectiveness, however, that is not always the case” – Yael Warman, Leverate

click

A click is your brokerage’s lifeblood. Increasing your CTR from search results, banners, social media posts and other digital marketing pieces is what will ultimately generate you more conversions, so providing an environment that is conducive to getting people to click is what will guide users along the conversion funnel.

The typical behavior in the FX conversion funnel is made up of two clicks: one on the ad (banner, social media post, email, etc) and another one on the CTA button on your landing page, typically in the shape of a sign-up form. This behavior should lead to a conversion (account opening, deposit).

Simply clicking however, is not the only way in which to persuade your audience to convert. In order to convert, each click needs to be accompanied by intention.

No wasteful clicks. You need to define why a user decided to click and then meet their expectations by giving them what they want. By making every click worth it, you improve the user experience and increase the users’ affinity towards your brand.

It is often thought that fewer clicks is synonymous with effectiveness, however, that is not always the case. A user that clicks on multiple links before making a decision, is a user that is ripe for conversion and that will typically generate higher deposits.

How do you create intention in every click?

  1. Use heat maps and Google Analytics to stand in your audience’s shoes and map their journey through your website in order to understand how they are interacting with it.
  2. Understand where the traffic is coming from. Depending on the source, users may decide to click on different areas of your site, allowing you to tailor the information provided in each link.
  3. Nurture the relationship to create deep engagement. In the financial trading industry, conversions may not take place on the first visit, but a visitor who comes back is much more certain about their decision, therefore more likely to make larger deposits.

By doing these three things, you can optimize your marketing efforts for conversion and nurture the relationship between your brand and your website visitors. While focusing on getting clicks is immensely important, focusing on meaningful clicks is even more so.

 

 

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