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Written by: Leonard Parker | Climate Tech | March 22, 2024
Are your marketing efforts leading to low conversion rates? Don’t worry. We know the reason behind that: hidden blockers. But you’re in luck! In this post, we’ll reveal how analytics can allow your climate tech to uncover and get rid of blockers. Now let’s get to know your enemy.
The intrinsic complexity of climate technologies can be the main obstacle to their conversion. You can see your carbon management software or electric vehicle as the most climate friendly on the market, but that won’t be enough to sell it. Potential buyers will need to appreciate what value they can get out of it before making a purchase. However, failing to translate technicalities into palatable benefits will send visitors away from your website.
Beyond that, make sure you can back your claims with reliable data. You can’t just say your product is low carbon if you didn’t estimate the greenhouse gas emissions released throughout its life cycle. Greenwashing is another factor that will put people off, and it will hurt not only your conversions but also your brand loyalty.
Quality beats quantity. You don’t have to attract everybody to your website because most of them won’t end up converting. The climate tech audience is very nuanced, so you’ve got to do your homework.
Study your niche, gather details about your website traffic, and define an appropriate segmentation. With a more granular representation of your prospect’s profile, you’ll be able to customize your offer and maximize your conversion rate.
Like any other company does, your climate tech can turn to digital marketing for optimizing its conversion rate. In particular, the creation of SEO-friendly content should be on top of your to-do list. If done properly, optimization will increase the chances of putting your product or service in front of the right people. Therefore, craft informative blogs that answer your prospects’ questions.
You can also weave in keywords. For example, if you’re selling solar panels in San Diego, go after “best solar panels in California” rather than simply “solar panels.” The more specific you get, the more likely your leads will convert into sales. Once your content is live, check your analytics to see how users engage with it so you can tailor your future pieces to their needs and wants.
In addition to SEO-friendly articles, consider including interactive content (e.g., sustainable lifestyle apps, carbon footprint calculators, climate quizzes, etc.) on your pages. Based on a study by Demand Metric, interactive content drives twice as many conversions as passive content does.
Finally, you’d better jump on the AI-powered bandwagon. Thanks to their immense computational capability, AI-driven predictive analytics can give you a more accurate determination of your customers’ intent in a much shorter time. This will turbocharge your efficiency in designing more personalized campaigns for your target audience, which, as a result, will convert more. For example, Forbes found that AI enabled chief marketing officers to increase their sales by 52%. That was mostly thanks to the deeper understanding of prospects’ purchasing decisions.
Once you have the data, you’ll have to process and interpret it to extrapolate trends and actionable insights. A common red flag raised by your web analytics is when users visit your landing page but don’t submit their contact information. This suggests you need to tweak the copy to be more engaging or use a more attractive call to action (CTA).
Of course, you want to include up-to-date and relevant keywords for SEO purposes, but you should also break down complex concepts into easy-to-grasp messages that resonate with your target personas if your goal is to optimize conversions.
You could also harness advanced methods such as funnel visualization, user flow analysis, and heatmaps to have a better oversight of users’ journeys. Thanks to these techniques, you can easily figure out at which stage of the funnel they drop off (e.g., a lengthy form to fill in) or even which buttons they click on when navigating through your page. Based on this invaluable knowledge, you can track users more effectively and think about corrective actions, like simplifying a form or pushing the CTA buttons that get more clicks, to streamline their conversion path.
For climate tech leaders, harnessing the power of analytics to unearth and address hidden conversion roadblocks is not just a tactical move—it's a strategic imperative.
Enabling conversion optimization for your climate tech analytics will let you achieve sustainable business growth. However, this shouldn’t be a one-off exercise. You have to cultivate a culture of continuous improvement. Considering the ever-evolving nature of market dynamics and customer expectations in the climate tech industry, implementing an ongoing analytics review process is the recipe for success.
Although this sounds challenging, you’re not on your own. Destiny Marketing Solutions is here to help. Book a discovery session with one of our conversion optimization consultants today!
The climate tech sector is booming. And while this is good news for the planet, this also means more competition for your company, so you should make the most out of every website visitor. That’s where analytics come in handy. By leveraging them, you’ll unveil hidden conversion barriers that are preventing your leads from turning into customers.
Obvious as it sounds, conversion rate optimization implies economic benefits. In particular, tracking your conversions will highlight any problem hindering your potential conversions (e.g, unclear landing page copy), thus eventually saving you money!
A regular collection and analysis of your web analytics is one of the top tactics you can implement. By pursuing this strategy, you’ll work out your visitors’ pain points and preferences. Accordingly, you can fine-tune your messaging to increase your sales.
This metric depends on a series of factors such as product type, climate tech vertical, customer base, etc. However, to give you a rough idea, B2B SaaS websites have an average conversion rate of 0.04%. This estimate refers to users going through the whole funnel, from initial website visit to final purchase.
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