Have you ever been in a meeting where a discussion about an effective conversion strategy disintegrated into an argument over the best tools and platforms to use?<\/p>\n\n\n\n
Marketing and development teams spin off \u201cnew and improved\u201d technology faster than any one person can possibly keep up with. That makes it easy to get confused about which tools to use in a particular situation.<\/p>\n\n\n\n
I know exactly how that goes. I have often detected an unhealthy focus on tools or tactics over strategy among the marketing teams I interact with. In fact, I\u2019m guilty of being tempted to chase after the next big breakthrough myself.<\/p>\n\n\n\n
We must be careful not to become disciples of the technology meant to serve us. We too often give in to the erroneous idea that collecting the best tools and platforms means we\u2019ve created an effective and functional strategy that leads to maximum conversions.<\/p>\n\n\n\n
I\u2019m not knocking the value of a smoothly operating A\/B testing tool<\/a> or an innovative platform that allows you to conduct user testing sessions in real time. I love technology and the insight it affords digital marketing managers.<\/p>\n\n\n\n Here\u2019s the rub, though: without a sound conversion funnel<\/a>, your expensive tools may be more dangerous than valuable. Your aim isn\u2019t to spend more money on tools; it\u2019s to use them to bring in revenue.<\/p>\n\n\n\n In this article, let\u2019s explore some of the steps to developing an effective conversion strategy for your business. Keep this checklist on hand to make sure your team is working strategy first, tools second.<\/p>\n\n\n\n Here are eight steps you can use as a strategic cheat sheet for developing your conversion strategy. Don\u2019t look at this as a necessarily ordered list. Rather, it is a checklist you can leverage to make sure the most critical strategic considerations are included in your plan.<\/p>\n\n\n\n You need to know where you want to go before you can find the right path to get there. None of the tactics matter until you are crystal clear about where you want to end up. Not only does destination inform direction, but it provides a built-in monitor to keep you on track.<\/p>\n\n\n\n8-Point Checklist to Develop an Effective Conversion Strategy and Drive ROI <\/strong><\/h2>\n\n\n\n
1. Begin with the end in mind<\/strong><\/h2>\n\n\n\n