Having a web presence is a requirement for companies of all sizes these days, but turning website traffic into paying customers is something that many still struggle with. In this guide, we’ll examine some of the best ways to convert your visitors into clients and use your web presence as a powerful marketing tool.
– Nurturing leads
The internet provides unprecedented marketing opportunities for companies willing to get stuck in, although the process can be fairly time and resource-intensive. Lead nurturing refers to courting a prospect and targeting them with relevant information until such a time as they are ready to buy. By building a relationship, you can embed your product or services in the lead’s mind, increasing the chances that they’ll turn to you when looking to make a purchase.
The first step in this process is capturing data from prospects and a simple way of encouraging them to hand over their information is with incentives. One popular method is offering information, promotions and product trials in exchange for email addresses and personal details, like email addresses, age and where they found out about your company. This treasure trove of data will come in handy further down the line when you seek to engage potential customers, in addition to being a valuable resource for informing your marketing deployment.
– Behavioral marketing
Behavioral marketing is all about putting yourself in the shoes of your prospect and second-guessing what might appeal to them as they navigate your web presence. With some technical wizardry, you can set up a system of targeted messages based on their online activities. For instance, if they visit your main site and consequently navigate to a page to learn more about a product or service, you can arrange a pop-up to display promotions, additional information or a call to action (this is also a great opportunity for data capture). Similarly, if a lead abandons a basket on an eCommerce site or downloads a document then never comes back, you can arrange a message to be sent out at a specific interval containing offers or further information.
This process can be largely automated and has been a firm favorite among marketers for years now. However, its benefits don’t stop there – and the dawn of social media has opened a new world of opportunities in this field. By monitoring chatter on networks like Twitter, you can set up a process to directly message that user if they mention you, a counterpart or competitor.
– Landing Pages
Effective landing pages are a must-have for businesses looking to improve their conversion rates. These are typically the first contact the prospect will have with your company and as such, are virtual ambassadors for your brand. Effective landing pages go hand in hand with targeted marketing campaigns and it’s well worth investing time and effort in continually honing their performance.
A few key aspects to pay particular attention to include:
Relevancy: Directing your leads to a landing page relevant to their interests is a no-brainer. If you’ve incentivized the visit, make it as easy as humanly possible for the prospect to sign up, download or buy. Similarly, if they’re seeking further information on a topic – make sure your content is relevant and engaging.
Call to action: The best engagement isn’t worth a jot if it doesn’t eventually lead to sales and this is where a strong call to action comes in. Landing pages should be flanked by a call to action and you should be aiming to take prospects to the point of sale or data capture in the fewest clicks possible.
Control navigation: You should make it easy for prospects to go down the rabbit hole of sales, as well as limiting opportunities to navigate away.
Like a roadie at a rock gig, testing should be your prime concern. You’ll never get the perfect site, but by testing every aspect of your design, targeted marketing and overall conversion process, you can get a clear idea of what works and what doesn’t. Multivariate and A/B testing are popular methods for trying out different designs and methods on different groups and can yield valuable data on what you’re doing right, what you’re doing wrong and what you’re not doing at all.
The quest for conversion is a constant struggle and there’s no one-size-fits all solution for turning prospects into customers. But by approaching the process methodically and empirically, you’ll set yourself ahead of competitors using outdated and ineffective techniques.
This article was brought to you by Gerald Heneghan on behalf of Custard.co.uk, a bespoke PR agency offering a range of on and offline marketing solutions. Visit our website today to check out our range of tailored marketing products.