How To Boost Your Climate Tech Conversions
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 climate tech startups can uncover and get rid of these digital barriers. Now let’s get to know your enemy.
The Hidden Conversion Blockers for Climate Tech
The conversion rate 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%. If yours is lower than that, there might be something wrong. Read on to find out what that might be!
Using the Wrong Words
The intrinsic complexity of your climate technology can be the main obstacle to its 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. Yet, 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 (GHG) 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.
Being Off Target
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.
Considering the ever-evolving nature of market dynamics and customer expectations in the climate tech industry, refining your target audience is the recipe for success. Therefore, 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.
Strategies to Unblock Climate Tech Hidden Blockers
SEO
The creation of SEO-friendly blogs that answer your prospects’ questions should be at the top of your to-do list. You should also weave in keywords. For example, if you’re selling solar panels in London, go after "best solar panels in London” rather than simply "solar panels.” The more specific you get, the more likely your leads will convert into sales. If you don’t have the expertise and/or the time to do that, just hire an SEO copywriter specialised in climate tech. Hiring such a professional will increase the chances of putting your product or service in front of the right people.
Artificial intelligence
You’d better jump on the AI-powered bandwagon. Though, that doesn’t mean you should fully rely on ChatGPT to write your content! Anyway, 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.
Effective messaging
Having tons of users visiting your landing page is great. But what if most of them don’t even submit their contact information?! Well, you’ll have to tweak the copy to be clearer and more engaging or use a more attractive call to action (CTA). Once again, a climate-conscious wordsmith can help!
Besides including up-to-date and relevant keywords for SEO purposes, a copywriter will also break down complex concepts into easy-to-grasp messages that resonate with your target personas to optimize conversions.
Other tools
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.
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.
Conclusions
The climate tech sector is booming. And while this is good news for the planet, this also means more competition for your company. That’s where professionals (copywriters & SEO experts) and smart tools come in handy. By leveraging them, you’ll unveil hidden blockers that are preventing your leads from turning into customers.