4 enterprise marketing solutions for conversion

Conversions don’t happen by accident. Behind every successful sale is a carefully orchestrated sequence of events, a journey that takes the customer from awareness to consideration to decision. The key to optimizing that journey is to understand what happens at each stage and how to use custom enterprise marketing solutions for conversions to remove any obstacles that stand in the way.

Whether your marketing goal is to increase website conversions, boost email click-through rates, or drive more foot traffic to your physical locations, you need to create a seamless, frictionless experience that guides customers toward the final destination. This article will explore four enterprise marketing solutions for the conversion stage to help turn your undecided prospects into satisfied customers.

What is conversion marketing?

Conversion marketing is a strategic marketing approach that encourages potential customers to take a specific, desired action—like making a purchase, filling out a form, or subscribing to a service. The primary goal of conversion marketing is to turn leads into paying customers, thereby driving revenue growth for a business.

Conversion marketing is closely tied to bottom-of-funnel (BoFU) marketing. In the marketing funnel, the bottom represents the stage where leads are most likely to convert into customers. At this stage, potential customers have already engaged with a brand, expressed interest in its products or services, and are now considering making a purchase.

BoFU marketing strategies are designed to nudge these high-intent leads toward a conversion. This often involves creating highly targeted content and offers that address specific needs, concerns, and objections of potential customers.

Enterprise marketing solutions for the conversion stage: 4 BoFU strategies to consider

Conversion marketing efforts target individuals who have already shown interest in a product or service and are further along in the buyer’s journey, typically nearing the decision-making stage. While there are numerous strategies to consider, here are four of the most important ones that can be applied across all industries.

Strategy #1: Personalize product recommendations based on user behavior

Challenges it can solve: Customer indecisiveness and decision fatigue

One of the most significant obstacles enterprises face at the conversion stage is the indecision of prospects. With an overwhelming number of options, they often feel paralyzed by choice, leading to high bounce rates and abandoned carts.

But the prospects browsing your website are already aware of your brand and are quite interested in it. So what does it take to seal the deal and make them happy customers?

Perhaps a little nudge in the direction of the right products that they’re looking for.

Leveraging advanced algorithms and machine learning techniques allows you to analyze vast user browsing and purchase history data to generate highly targeted and relevant product suggestions.

For example, MadeGood Foods, a healthy snacks business, has successfully implemented personalized product recommendations on its e-commerce platform. By examining factors such as past purchases, browsing behavior, and product affinities, MadeGood dynamically displays tailored product suggestions to individual users.

In this case, based on the product we’re viewing—puffed crackers—and the behavior of similar customers, MadeGood suggests complementary products of granola bars and crackers in the recommended section.

This approach enhances the customer experience by presenting them with items they’re more likely to be interested in. It also increases the likelihood of conversion by presenting them with additional relevant options.

Digital marketing teams should mix and match different recommendation approaches to suggest the most relevant products or services:

• Cross-selling and upselling: Leverage purchase data to recommend complementary or higher-end products based on the customer’s current behavior or past purchases—like suggesting a compatible accessory or an upgraded version of a previously purchased item, the currently viewed item, or an item currently in the shopping cart.
• Personalized recommendations based on inputs: Tailor recommendations based on customer inputs, such as housing type, clothing size, or style preferences. For example, suggest furniture based on the type of house they have, recommend clothing in their preferred size and style, or offer products that match their taste for floral prints.
• Real-time recommendations: Implement dynamic recommendations that update in real time as the user navigates your site, considering their current browsing behavior and interests.

By prioritizing personalization in product recommendations, enterprises can foster a deeper connection with their customers, build brand loyalty, and ultimately drive higher conversion rates.

Pro tip: Experiment with unconventional data points, such as weather patterns or social media interactions, to create unique, surprising, personalized recommendations that please your customers.

Strategy #2: Leverage targeted pricing strategies to incentivize conversions

Challenges it can solve: Pressures of price sensitivity, transparent pricing, and competitive pricing

Customers have varying perceptions of value, willingness to pay, and sensitivity to price changes. By understanding these nuances and segmenting customers accordingly, businesses can develop pricing strategies that resonate with each target group, increasing the likelihood of conversion.

One compelling aspect of targeted pricing is its ability to address the unique challenges and pain points faced by different customer segments. For instance, a spa might offer discounted pricing or bundled packages of its basic services to its price-sensitive customers while simultaneously providing premium pricing and package options for customers who look for advanced, high-tech services.

On the other hand, luxury brands and enterprises offering premium services can build trust and differentiate on price by providing transparency and emphasizing the value and craftsmanship of their products. Highlighting the exclusivity and quality of materials that justify premium pricing is key to appeal to customers who value sophistication and status symbols.

Based on your products and services and customer segments, choose from these targeted pricing models to boost conversions of your enterprise marketing strategies:

• Bundle pricing: Offer discounted bundles or packages that combine complementary products, encouraging customers to purchase more items in a single transaction to get a better deal. You can incentivize shoppers to make a purchase by offering tailored bundles based on their browsing or cart items. This strategy is effective for retail sectors selling products like electronics, cosmetics, and home appliances, as well as enterprises offering home and financial services.
• Subscription pricing: Implement subscription-based pricing models to offer customers recurring access to products or services. Providing a few subscription plan choices can influence different customers to convert. Month-to-month plans that can be canceled at any time are good for customers that want to test the waters before committing to a longer-term investment. Discounted annual plans encourage loyalty and serve customers looking for the best price. For example, a Disney+ Premium subscription costs $13.99 per month, but a 12-month subscription is $139.99 (which is like getting two months for free). This model is ideal for software-as-a-service (SaaS), streaming platforms, financial services and products, enterprises offering premium services, and membership-based businesses.
• Tiered pricing: Offer different pricing tiers based on product features, usage levels, or customer segments, allowing customers to choose the option that best suits their needs and budget. Tiered pricing can attract more price-conscious customers by providing an economical way to try out your products or services.  This is commonly used in enterprises offering software, telecommunications, financial services, and cloud services, like Mailchimp, which offers four different tiers of pricing with different features and benefits.
• Limited-time offers (LTO): Create a sense of urgency by offering LTOs, promotions, or exclusive deals, incentivizing customers to convert before the offer expires—especially during holidays and special events. For example, you can send reminder emails with an LTO to prospects who have abandoned carts and encourage them to complete the purchase. Or offer LTOs during holidays like Black Friday or back-to-school season. This model can be effective across retail, travel, and e-commerce sectors seeking to drive immediate sales.
• Loyalty pricing: Offer special pricing or discounts for loyal customers or members of a rewards program, fostering customer retention and repeat business. This is commonly seen in retail, hospitality, SaaS, luxury brands, and subscription-based services focusing on customer lifetime value.
• Product anchoring: Strategically position premium or higher-priced products alongside more affordable options, anchoring the customer’s perception of value and making the lower-priced items appear more attractive. This approach benefits electronics, fashion, luxury goods, and IT industries, aiming to highlight value and quality differences. For example, Starbucks uses product anchoring with its coffee sizes. By strategically setting the price of a “Tall” cup closer to the bigger sizes, “Grande” and “Venti”, it positions the “Grande” and “Venti” as the more reasonably priced size in comparison.
• Dynamic pricing: Adjust prices in real time based on demand, competition, and customer behavior using machine learning algorithms to optimize pricing and maximize conversions. This method is best suited for industries with fluctuating demand, such as travel and hospitality. Be mindful not to price gouge or reduce the price of items or services for which the customers are willing to pay full price.

By leveraging data-driven insights and real-time analytics—like customer behavior patterns, competitor pricing, and historical sales data,—you can adjust pricing based on market conditions, competition, and fluctuations in demand. Your sales team can use these pricing models to remain competitive and aligned with market realities.

Pro tip: Experiment with charm pricing (e.g., $9.99 instead of $10) and decoy pricing (introducing a third, less attractive option) to subtly influence customer perception and drive conversions.

Strategy #3: Enhance customer engagement with customized product demos

Challenges it can solve: Skepticism, reluctance to switch from current products or services, and lack of product interaction

While online shopping is on the rise, customers still prefer to know the experience of a product or a service before they buy it. This is when customized product demos and virtual try-on experiences can provide potential customers with an immersive, interactive experience and help them gauge a product.

There are different types of customized product demos based on your products or services and the preferences of your target audience:

• Interactive product demo: You can present a virtual simulation or a physical demo that allows prospects to explore and interact with the product’s features and functionalities. This is most often used in the SaaS space and for tech gadgets like smartphones or smart home devices.
• Personalized demo: You can tailor a generic demo to the specific needs, use cases, and pain points of the prospect, showcasing how the product can solve their unique challenges. Such demos are often used in high-ticket B2B transactions.
• Scenario-based demo: You can create a demo that walks through specific real-world scenarios or workflows, illustrating how the product can streamline processes and improve efficiency. This is best used for B2C products, like home cleaning robots or fitness equipment.
• Proof-of-concept demo: This type of demo can be used to showcase the product’s integration or implementation within the prospect’s existing tech stack or environment in SaaS or IT products. Or for large B2C sales like furniture, mattresses, and custom luxury retailers, a proof-of-concept demo in a showroom can help consumers better understand how the product will fit into their lives and benefit them.
• Live/recorded demo: You can present a live or pre-recorded demo session, accompanied by a Q&A session, allowing for real-time interaction and clarification in B2B transactions.
• Self-guided demo: You can deliver an on-demand, self-paced demo that prospects can access and explore at their convenience, without needing a live presenter. Such demos can be commonly found across both B2B and B2C enterprises.
• Product samples: You can show first-hand how a product feels by offering a small sample of it. Such product samples have applications across most B2C industries like paint, tiles, food products, plumbing supplies, etc.

For example, PPG Paints uses an interactive product demo experience called the Paint Color Visualizer, where target customers can try on different paints and mix and match them in different house settings. This way, prospects can visualize the color combinations of their house before buying the paints.

While demos are helpful during the consideration stage, they can be specifically applied as part of your conversion stage strategy as well.

For example, you could send an abandoned cart email along the lines: “Need a little more information before you purchase? Watch this demo, or sign up for a personalized walk-through to see the product in action.

Or you could run a retargeting ad campaign that showcases a recorded demo that highlights key product features or includes a link to your self-guided product tour.

You can also include exit pop-ups on landing pages to offer custom demos as a last-minute attempt to capture interest and re-engage potential buyers.

Leveraging your demos in such approaches allow prospects to see the product in action—which helps address their specific needs and concerns and build confidence in their purchase decision, ultimately driving higher conversion rates.

Pro-tip: Embed interactive product/service demos within your checkout process to address last-minute hesitations and showcase product benefits.

Strategy #4: Nurture opportunities through retargeting campaigns

Challenges it can solve: Difficulty in recapturing the attention of prospects, nurturing leads, and addressing cart abandonment

Retargeting strategies allow enterprises to stay top-of-mind with potential customers who got distracted or whose interest may be wilting away. You can gently guide them back into your conversion funnel by strategically placing targeted ads and useful content in front of them across different platforms with these methods:

• Sequential messaging: As prospects begin exploring competitor offerings, you can deliver a series of ads highlighting unique selling points and benefits and reminding them of what sets your products or services apart. This continuous engagement helps counteract their growing interest in alternatives by reinforcing your brand’s value over time.
• Leveraging user-generated content (UGC): Integrating UGC into your marketing plan can offer the much-needed social proof and authenticity to counteract doubts and hesitations they may have about your brand. UGC reassures them of your brand’s reliability and customer satisfaction, nudging them back toward choosing your offerings.
• Contextual retargeting: Prospects researching competitor options often leave digital footprints indicating their interests and needs. Contextual retargeting utilizes this data to personalize pay-per-click (PPC) approaches and email marketing campaigns with relevant products or solutions that directly address their recent interactions—effectively steering them away from competitors. For example, if a prospect has been browsing electric kettles on competitor sites, you could retarget them with ads showcasing your electric kettles, with better offers and features.
• Dynamic creative optimization (DCO): DCO helps keep your retargeting strategy relevant and responsive to prospects’ evolving considerations. By dynamically adjusting your approach based on prospects’ browsing history and lead scoring, you can show that your brand understands their changing needs and provides tailored solutions, making it harder for competitors to sway their purchase decisions. For instance, a fitness app can use DCO to retarget users who downloaded the app but haven’t signed up for a premium membership. The ads can dynamically display samples of personalized workout plans and nutrition tips, and testimonials from users with similar fitness goals, based on the user’s previous interactions on the app.

For any of these retargeting methods, you can also use Yelp’s retargeting capabilities to reach out to your highly interested prospects with your best offerings. For example, you can use Yelp Audiences to display dynamic ads to a custom-built set of audiences based on your first-party data or user search habits from Yelp—and retarget them across the internet.

Pro tip: Leverage the power of emotion in your retargeting ads by using compelling imagery and storytelling to create a deeper connection with your potential customers and increase the likelihood of conversions. Make it easy for prospects to complete their purchases by providing clear calls-to-action (CTA), convenient purchase options, and saving abandoned carts so they’re ready for checkout when the customer is.

How to optimize your sales funnel to maximize conversions

For the final stage of the sales funnel to be successful, every preceding stage must run smoothly and help the prospects progress further. This is why you need to deeply understand and optimize the key drivers that persuade prospects to take action at each stage.

It’s important to remember that optimizing your sales funnel is not a one-time event but an ongoing process. As your business evolves and your target audience changes over time, you need to continually test, measure, and iterate the touchpoints in your customer journey to ensure that they remain effective and relevant. This requires a data-driven approach while applying the following tools and techniques.

A/B testing: the key to continuous improvement

One of the most powerful techniques for optimizing your sales funnel is A/B testing. By creating multiple versions of key touchpoints, such as landing pages, emails, or sales scripts, you can accurately measure the impact of specific elements on conversion rates.

For example, you might test different headlines, images, or CTA buttons on your landing pages to see which combinations generate the highest conversion rates. You might also test different subject lines, messaging, or offers in your email campaigns to see which approaches resonate best with your target audience.

The key to effective A/B testing is to focus on one variable at a time and to run tests long enough to generate statistically significant results. Use conversion rate optimization (CRO) tools like Plerdy or Optimizely to set up and manage your tests and track critical metrics like conversion rates, click-through rates, and revenue per visitor to measure the impact of your optimizations.

Heat maps: visualizing user behavior to identify opportunities

Heat maps are visual representations of user behavior on your web pages, showing where website visitors click, scroll, and engage with your content.

By analyzing heat maps, you can identify areas of your funnel where users are getting stuck, confused, or disengaged. For example, you might discover visitors clicking on non-clickable elements or scrolling past important content without engaging.

Use marketing tools like Hotjar or Crazy Egg to implement heat mapping on your website or landing pages. Regularly review the data to identify opportunities for optimization. Based on these insights, you can optimize your funnel by reorganizing content, adding clearer calls to action, or removing distracting elements.

By making data-driven improvements to the user experience, you can reduce friction and help prospects to progress to the next stage of the funnel.

User surveys: Asking the right questions

User surveys are essential for gathering qualitative feedback from your target audience. By asking targeted questions about their experience with your brand, product, useability, or customer service, you can gain valuable insights into what’s working well and what needs improvement.

Some key types of user surveys include:

• Customer satisfaction surveys: Measure overall brand, product, or service satisfaction.
• Net Promoter Score (NPS) surveys: Gauge the likelihood of users recommending your brand to others.
• Usability surveys: Gather feedback on how easily users can navigate and interact with your website or application.
• Exit surveys: Understand why users are leaving your site or abandoning your funnel.
• Post-purchase surveys: Gather feedback on the purchase experience, and identify opportunities for upselling or cross-selling.

Create and distribute your surveys using SurveyMonkey or Typeform. When crafting your survey questions, focus on gathering actionable insights to inform specific optimizations. Avoid leading or biased questions, and allow users to provide open-ended feedback.

Funnel analytics: measuring and optimizing performance at each stage

To truly optimize your sales funnel, you need to deeply understand how users are moving through each stage and where they are dropping off or disengaging. This requires robust funnel analytics that allows you to track and measure key metrics at each touchpoint.

Start by mapping out your entire sales funnel, from initial awareness to post-purchase engagement, and identify the key action points. Use customer relationship management (CRM) tools like Salesforce, HubSpot, LiveRamp, Adobe Experience Manager, or a marketing automation platform like Marketo to combine your customer data and insights from multiple analytics tools.

Make sure to have all of your marketing initiatives under a single roof. Integrate everything from your content management platforms to project management platforms with this marketing software to avoid communication silos.

With all your lead generation and campaign data available in one place, you can track your metrics to find drawbacks and improve your performance.

Some key metrics to track include:

• Conversion rate: This is the percentage of visitors who complete a desired action, such as filling out a form, requesting a demo, or making a purchase, across different stages of the funnel. This helps measure the effectiveness of your marketing and sales efforts, enabling you to identify areas for improvement and optimize accordingly.
• Cost per acquisition (CPA): CPA is the total cost incurred in acquiring a new customer, including marketing and sales expenses, across different channels and campaigns, which helps ensure you’re allocating your budget across all your locations effectively and generating a positive return on investment (ROI).
• Customer lifetime value (CLV): CLV is the total revenue a customer is expected to generate throughout their relationship with the business, factoring in acquisition costs, retention rates, and customer behavior patterns. This helps identify your most valuable customers, optimize acquisition and retention strategies, and make data-driven decisions about resource allocation.
• Funnel drop-off rates: It is the percentage of users who exit the funnel at each stage, helping to pinpoint areas of friction and implement targeted improvements to reduce drop-offs.
• Revenue per user: This is the average revenue generated by each user who completes the funnel, which helps to optimize pricing strategies and identify the most valuable customer segments.
• Online to offline visits: This metric tracks the number of offline visits or sales that started online. For example, you can use Yelp’s Store Visits to keep track of the people who visited your physical locations after seeing your Yelp ad.

You can leverage more advanced funnel analytics to gain deeper insights into user behavior and preferences. For example, you might segment users based on demographic, location, or behavioral data and analyze how different segments move through the funnel differently.

Turn more clicks into customers

Ultimately, the path to conversion success is paved with intention and strategy. It’s about recognizing that each sale results from a carefully orchestrated journey with the right touchpoints at every turn to move the customer toward a sale. By leveraging custom enterprise marketing solutions for conversion—like personalized product recommendations, dynamic retargeting ads, targeted pricing, and customized product demos—you can create highly targeted and engaging experiences that resonate with individual customers and drive conversions.

Read more on how you can increase your product sales or bookings and inquiries if you’re a service-based enterprise.