1. Focus On Designing Killer Calls To Action (CTAs)

These are some of the most important on-site conversion marketing elements as they lead directly to the bottom of the conversion funnel, providing a great “shortcut” to increase conversion rates.

An eye-catching CTA with a compelling copy can motive the users to take this shortcut. 

Some of the trends we will see in 2022 are:

• Double call to action: Two strategically placed CTAs reinforcing the user’s desire to click through
• Creative copy: A compelling CTA copy that both amuses the user and echoes your brand voice
• Creative design: User-friendly, eye-catching CTAs difficult to ignore

2. Utilize Smart Pop-Ups

Pop-ups with good context have conversion rates of over 40%. (Sumo)

One of the most commonly used conversion marketing methods, smart pop-ups are generally divided into several categories:

• Pushdown and pushup pop-ups: The pop-ups that slide from above or below, pushing the content away
• Delayed pop-ups: These appear after a user has spent a certain period on site
• Exit-intent pop-ups: These pop-ups appear when a user moves their mouse cursor over their X button to leave the site. They are designed to pull the user back in by letting them know about the discounts, last-minute offers and other strong incentives to keep them on site.
• Sign-up pop-up forms:These pop-ups incentivize a user to sign up for free content such as eBooks 

Pop-ups, in general, contribute to the significant increase of email lists and improve eCommerce conversion rates. They do this by offering attractive deals, discounts and special offers.

Research shows that pop-ups with more context get better engagement, as will the pop-ups with a more playful CTA copy. (Source: Privy)

A clear headline and CTA copy remain extremely important for pop-ups in 2022.

3. Create A Convincing, Attention-Grabbing, Authority-Building Content

Content marketing is the thing of the present AND the future.

Having quality, relevant content that is helpful to your visitors generates useful leads and good traffic that contains people who are actually interested in what you have to say and offer. Apart from increasing your conversion rates, quality content will also:

• Drive user engagement
• Increase site dwell time
• Decrease bounce rate
• Boost search rankings 

Content that is both unique in its value and commands authority increases the level of trust in your business, products or services. Building this trust is the best way to make sure your users will, eventually, convert.

In 2022, as ever, content that is well-researched and well-written will rank better on Google and other search engines. These rankings directly impact your organic traffic and, with it, your lead pool for conversion.

4. Focus Your Social Media Strategy On Engagement And Long-Form Content

On their first visit, only 2% of users make a purchase. Retargeting ads can be used on Facebook to target the other 98% and turn them into customers. (LyfeMarketing)

Social network presence in this day and age is compulsory. However, your social media success will depend on the strategic choice of channels and organic as well as paid tactics.

For example, 71% of US-based 18-24 year olds use Instagram, making it perfect platform for brands targeting younger demographics.

On the other hand, 78% of 30-49 year olds use Facebook, along with 65% of 50-64 years olds as well as the younger demographics, making the platform more varied in terms of interest and demographic makeup, and a great marketing resource for a variety of brands. (Pew Research Center)

The best performing social media profiles are those that are integrated seamlessly into your brand’s business strategy, communication and voice.

In 2022:

• There will be new social media platforms on the rise such as TikTok, Houseparty, Steemit and Caffeine
• Instagram stories ads will continue to rise
• Facebook will continue pushing for more long-form informative video content
• B2B content marketing will be dominated by social media
• A communication, personal approach to social media will make its return

Other vital things of note when using social media for the purpose of conversion marketing are:

• Communicate and engage with your audience: Comments section on Facebook, Instagram, Twitter and elsewhere is where the conversion CAN happen. Engagement will become even more important, as algorithms will qualify content that has a lot of comments for better ranking. 
• Utilize groups and communities: Facebook Groups can help the organic reach in a great way should you post content there. Facebook will put the community in the center of it all.
• Use social media advertising and marketing: Social media ads give you a great level of control over who you’re targeting and displaying your ads to. Local targeting will become bigger. Plus, there will be a lot of AI implementation and segmentation in marketing.   

5. Video’s Popularity Will Continue To Skyrocket

Video marketers get 66% of their leads via video and in 2019, video marketing became a $135 billion industry in the US. (SocialMediaToday)

Video is has proven to be a useful tool for more than one stage in the marketing funnel, as it can help optimize:

• the awareness stage by inspiring a desire
• the consideration stage by providing useful information that builds trust and authority
• the conversion stage by showcasing the product or service, reinforcing the prospective customer’s purchase intent

If you are thinking of adding video to your digital marketing strategy in 2022, these are the upcoming trends to bear in mind:

• 360-degree video experiences provide a more immersive experience
• Shoppable and live videos for more authentic interactions
• Interactive videos for increased engagements
• Educational videos as a better alternative to dry sales pitches

Adding to the last point, 66% of users prefer watching videos as a way of learning about a product or a service – making it at least four times more popular than articles and infographics.

6. Don’t Neglect The Power Of Email

Email marketing influences purchasing decisions for 59% of users.(HubSpot)

Email marketing keeps your leads aware of your brand, builds stronger connections to it and pulls them in with attractive offers, reinforcing their purchase intent.

To make most of this potential bevy of conversions, your business needs to have emails that stand out.

So how do you do this?

• Use interactive content: add quizzes, polls, surveys, CTAs and more to your emails. Interactivity will keep driving engagement more than ever. This could be the year when more emails are opened on a mobile device than on a desktop. Thanks to the rise of 5G, animated buttons and image carousels are some of the elements that will gain popularity even on mobile.
• Make them personal: emails are easy to personalize thanks to numerous customizable newsletter services. When a user feels as if you are talking to them directly, purchase intents are increased with 78% of them. More personalized emails will still be a thing in 2022, with a smarter use of location and reformatting emails depending on where they’re read.
• Leverage incentives: Offer rewards, discounts, free samples, redeemable codes and freebies in your emails, for every purchase on your site. Gamification will become big in email marketing – inviting recipients to play games to get a discount or a freebie.

7. Use A Sense Of Urgency And Fear-Of-Missing-Out (FOMO)

Ticketmaster was able to achieve 7.46% uplift in conversion rates through FOMO campaigns.(Insider)

Fear of missing out is a very effective motivator when presented with the right, carefully worded options. Rooted in our psyche, this is a timeless technique.

Using terms such as “available for a limited amount of time” and “last chance” (sparingly and non-aggressively) will accelerate your users’ action and is a great conversion marketing trick to create a sense of urgency.

Some of the other FOMO techniques that can be used are:

• Showing stock levels (for eCommerce businesses): highlight scarcity or an exact number of items left in stock – this way, you signal to your audience that they may miss out on buying the product. 
• Use countdowns and the concern of running out of time: having a clock that counts down to the end of a sale or some other occasion psychologically instills a sense of urgency into the minds of visitors.
• Highlight opportunities already missed: use sentences like “Sorry, this item is sold out” next to products that are no longer available on the site.
• Make free shipping limited: 90% of shoppers see free shipping as the primary motive for buying a product online. Knowing that it’s limited will speed up their buying decision and conversion process.
• Make exclusive offers (or exclusive products): exclusivity is the best FOMO technique as people love being in a position to own something other people don’t. 

8. Reward Your Loyal Customers To Turn Them Into Brand Ambassadors

A recommendation from a friend or family member makes 83% of Americans more likely to purchase that product or service.(Chatter Matters)

Essentially, this conversion marketing tip is using the already converted customers to create even more conversions for you by rewarding your brand advocates.

Focus on these channels for ambassador marketing in 2022:

• Social media
• Online reviews
• Affiliate software

Brand ambassadors can share the good word about your company through social media, word-of-mouth and virtually any technique imaginable.

A most effective step-by-step process for creating a pool of brand ambassadors is by starting a program devoted to just them and:

• Present them with exclusive high-quality products
• Offer freebies and service upgrades (to make them feel they are more than customers and part of your brand)
• Require their feedback on special offers and products
• Reply to their comments on social media

Speaking of ambassador marketing, here are the last few trends to be aware of in 2022:

Also, be aware of these trends:

• Micro influencers will be on the rise
• New platforms for influencer/ambassador marketing will be in use, such as Upfluence, CreatorIQ, SocialBakers, Linquia and more
• Communicating values, not just products and services

9. Optimize Your Website – Especially Its Speed

Your site’s loading speed will affect 70% of your visitors’ purchase decisions. (Search Engine Journal)

Although the prospect of packing your website with tons of content is enticing one should proceed carefully with that, as plenty of graphics, videos and plugins will slow down the website.

Low loading speeds are a bad ranking signal and Google might punish your website for being slow by placing it lower in search results.

Your visitors’ patience and attention span should be taken into consideration here, as well – 47% of people expect pages to load in 2 seconds or less and the same amount of people will leave the website if it doesn’t load within 3 seconds!

In 2022, site load speed will be even more important than ever, because the stats show that a single second delay can cost $2.5 million in lost sales every year (for big eCommerce sites that make $100,000 daily).

10. Work On Users Revisiting Abandoned Carts

The total value of abandoned eCommerce shopping carts amounts to $4.6 trillion per year. (OptinMonster)

Shoppers quite frequently abandon their shopping carts, making this one of the leading causes of lost conversions.

A conversion marketing-savvy way to increase your conversions is to reach out to these shoppers and motivate them to complete the sale.

You can achieve this by:

• Targeted marketing and remarketing: this reminds visitors of items they have been looking and may lure them back to your website to complete the purchase.
• Cart abandonment recovery: Using tools that remind shoppers that they have products in their carts
• Recommendation and personalization engines: These can be incorporated to provide AI-infused deal-making