Allison has over 20 years of advertising agency and media relations experience. Being on the agency and client side she offers a unique perspective to client needs and what it takes to achieve them. As a seasoned marketing professional she has managed strategic planning and multi-media marketing for many healthcare clients, banks, schools, non-profits and universities, as well as the Kentucky Derby Festival. She prides herself on creating and maintaining great relationships. Her experience is a great match for leading and training teams and helping businesses grow
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First, what is a conversion? A conversion is an action you wantconsumers to do once they visit your website. You have done a great job gettingtheir attention with a great digital advertisement to where they have eitherclicked or come to their website on their own. Now what do they do next?
A few conversion examples include:
Making a purchase on the website
Downloading information or discount offer from the website
Filling out a “contact us” form
Registering for a newsletter or other offer
Signing up for VIP type membership
Clicking to a certain webpage or product
Scheduling an appointment
Clicking to an “About Us” webpage
Clicking to a “Find Us” or directions web page
Clicking on a specific button on a webpage (not available on all website platforms)
Tracking clicks on a phone number on the mobile website
Facebook Click to Call News Feed Ads
Clicking on a LIVE CHAT box on the website
It is important to make it EASY forconsumers to get to these conversions. Ask yourself some questions:
What is the goal?
Determining the goal is one of the first steps in any campaign. Answering this can assist in creative direction and the digital consumer sales cycle.
What is my call to action?
If you want people to contact you for an appointment or service, then that call-to-action should be clear, like, “Contact us today” , “Book now” or “Don’t miss out!” . Words other than “click” that are more enticing and targeted, typically have a higher conversion rate, up to 40% higher.
When the consumers click on the ad, where does it take them?
Going back to the goal and call to action. If you want calls, the landing page should have the clear and concise information about the product or service and the phone number should be high up on the page and not a scroll away. In our busy world we want most info to be a click away, adding extras scrolls or even load time on a website can cause abandonment issues as consumers get frustrated. Google data show that most people abandon sites after three seconds if content hasn’t loaded.
Also, making sure the phone number on the mobile version of the site is “clickable”. If clickable you have taken an extra measure for consumers to get in touch with you and is a conversion that can be tracked.
Being a digital guru for your client and breaking down each phasein the consumer cycle and digital campaign is what sets marketers apart andmakes sales and conversions skyrocket!
In today’s digital landscape, attention is everything and YouTube is where that attention lives. With billions of users, laser-sharp targeting, flexible budgets, and measurable performance, advertising on YouTube isn’t just a trend it’s a strategic advantage.
The best digital salespeople aren’t just selling—they’re guiding. With the right materials, mindset and momentum, your pitch becomes a performance your client won’t forget.
Online Audio is a great tool to enhance a digital campaign and falls within the branding and awareness part of the sales funnel. Audio reaches consumers while they're engaging in other things like commuting, working out, or cooking...
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