Marketing Ecosystem Part 7: Conversions

Converting Leads into Customers: The Bottom of the Funnel

We’ve made it to the bottom of the funnel—this is where your efforts truly pay off. This is your time to shine, but it’s also where many businesses stumble. Why? Because they focus solely on “I WANT MORE SALES OR LEADS.” While conversion ads can work, they’re not a magic wand. The hardest person to convert is someone who doesn’t know you exist—or worse, someone who thinks you’re just out for their money.

If your only tactic is pushing conversion ads, that’s fine—but track it, test it, and evaluate the results. The truth is, while this might bring some short-term success, the long-term win comes from a proper, full-funnel campaign that nurtures leads through awareness and engagement before you ask for the sale.

In this blog, we’ll dive into how to approach conversions strategically, test both short-term and long-term methods, and use data to guide your decisions.

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Why a Full-Funnel Strategy Works Better

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Let’s start with this: People buy from brands they trust. If you skip the awareness and engagement phases and jump straight to “Buy Now!” ads, you’re asking for a leap of faith your audience might not be ready for.

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Here’s why full-funnel campaigns lead to better results:

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1. They Build Trust Over Time

• Stat: 81% of consumers need to trust a brand before making a purchase. (Edelman Trust Barometer)
• Awareness and engagement campaigns lay the groundwork for that trust.
  
  

2. They Create More Qualified Leads

• By the time your audience sees a conversion ad, they’re already primed to act.
• Fact: Nurtured leads make purchases that are 47% larger than those who weren’t nurtured. (HubSpot)
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3. They Deliver Better Long-Term ROI

• ‍Stat: Brands that implement full-funnel campaigns see a 45% increase in ROI compared to conversion-only strategies. (Google Think)
  
  

How to Convert Leads Strategically

Here’s how to approach the bottom of the funnel without alienating your audience:

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1. Personalize Your Offers
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• Tip: Use dynamic ads that reflect the user’s previous interactions with your brand (e.g., retargeting ads for abandoned carts).
  
  
• Example: Amazon’s “You left this in your cart” emails are a classic example of personalized conversion tactics.
  
  
• Stat: Personalization increases conversion rates by 20%. (Cro Commander)
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2. Use Social Proof to Build Confidence

• Tip: Highlight testimonials, reviews, and user-generated content in your ads and on landing pages.
  
  
• Fact: 92% of consumers are more likely to trust a recommendation from another customer over brand messaging. (Nielsen)
  
  
• Example: Glossier often shares real customer reviews on social media, turning them into conversion-driving content.
  
  

3. Optimize Your Landing Pages

• Tip: Ensure your landing pages are fast, mobile-friendly, and laser-focused on the action you want the user to take.
  
  
• Stat: A one-second delay in page load time can reduce conversions by 7%. (Neil Patel)
  
  
• Example: Dropbox uses simple, distraction-free landing pages with a clear call-to-action to drive sign-ups.
  
  

4. Leverage Retargeting Ads

• Tip: Use retargeting to re-engage users who visited your site, viewed a product, or interacted with your brand but didn’t convert.
  
  
• Stat: Retargeting ads are 70% more likely to convert than first-touch ads. (WordStream)
  
  
  

5. Incentivize Action

• Tip: Offer limited-time discounts, free shipping, or bonus gifts to create urgency.
  
  
• Stat: Urgency-driven offers increase conversion rates by 33%. (QuickCreator)

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Testing Short-Term vs. Long-Term Strategies

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Not sure which approach works best for your business? That’s okay. The key is to test, track, and refine.

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1. Short-Term Strategy:

• Focus on direct response ads (e.g., “Shop Now!” or “Claim Your Offer!”).
  
  
• Target users who are already familiar with your brand or actively searching for solutions.
  
  
• Measure metrics like cost per acquisition (CPA) and return on ad spend (ROAS).
  
  

2. Long-Term Strategy:

• Build trust through awareness and engagement campaigns first.
  
  
• Use nurturing tactics like email sequences or remarketing to guide leads down the funnel.
  
  
• Measure lifetime customer value (CLV) and overall funnel performance.
  
  
• Tip: Run A/B tests on your campaigns to compare the effectiveness of each approach.
  
  

What Metrics to Track for Conversions

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1. Conversion Rate

• The percentage of users who take your desired action (purchase, sign-up, etc.).
  
  

2. Cost Per Acquisition (CPA)

• How much you’re spending to acquire each new customer.

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3. Return on Ad Spend (ROAS)

• Revenue generated for every dollar spent on ads.

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4. Lifetime Customer Value (CLV)

• The total revenue a customer generates over their relationship with your brand.

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5. Abandonment Rate

• The percentage of users who leave without completing their purchase (especially in e-commerce).

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Final Thoughts: The Long Game Wins

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Conversions are the ultimate goal, but they’re not the only goal. Building a full-funnel strategy that incorporates awareness, engagement, and nurturing ensures that when someone reaches the bottom of the funnel, they’re ready to act—and to keep coming back.

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Your Next Step:

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Test a conversion-only campaign and a full-funnel campaign side by side. Track the results, analyze the data, and refine your approach. Because when it comes to conversions, strategy beats shortcuts every time. 🌱

A strong reputation drives conversions. Subscribe to our blog updates to learn how to manage and leverage your brand’s reputation for long-term success. Plus, every subscriber is automatically entered to win a free copy of the Black Wave Book! Stay tuned—our next blog will show you how to create unforgettable customer experiences that build loyalty.

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