In digital marketing, the primary goal is not just to entice the right customers, but also to keep leading them down into generating traffic and sooner or later into convertible leads.
However, there are cases where customers stop; making them non-convertible prospects. This sudden stoppage of the customer’s journey can be a result of poor communication, conveyor, and platform.
What is Conversion Rate?
A conversion rate is the number of people who complete and fulfill the set goal. It is, according to Sara Helmy (CEO of Tribu), the most crucial way of measuring if the work and efforts you put into a campaign are turning into positive signs of sales and engagement. Whether the campaign is about making a purchase, filling out a form, conducting surveys, signing a petition, or clicking emails.
The most known conversion is the purchasing one. Though technically it means that you lead the customer down the sales funnel to close a deal.
To some savvy and smart marketers, the situation is not always like that. For them, it could be a small action that drives the customer more down the sales funnel. Say, a customer starts shopping but all of a sudden, due to whatever unexpected circumstances he is in, he stops.
This kind of scenario for some is a failed transaction. However, for some intelligent marketers, this does not indicate a failure, but it can be useful positive results. How? Because even when the customer stops and abandons his cart, data like what product he could have bought can be a guide to what merchandise most customers like. It looks more like statistics. And using that idea, it is possible for digital marketers to convert it into ‘future’ sales.
To convert the failed leads into future sales, ecommerce expert Dan Barker suggests the “microconversion.” Rather than stressing yourself into finding ways on how to attract customers into purchasing your product, Dan Barker says it is better to break down and dissect the different elements of conversion and take one step at a time.
He suggests of frequently checking the website’s essential pages, and giving attention to vital statistics such as the most searched product, what everyday products customers like to see, etc. And with the help of different messaging platform, the marketer can do the talk and try to further push the customer using special promo offers or incentives, says Cezary Pietrzak, Marketing Director at Appboy.
Boost Up Your Conversion Rate Now Using These 14 Tips
Now, when it comes to strategies on how to improve the lifespan of your leads to turn into profitable sales, a lot of digital marketers do different creative tactics. If you are an amateur and you have no idea how to convert your lead into sales effectively, here are some helpful tips to guide you how to boost your conversion rate:
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Show Them the Value of Your Product or Services
The initial step in communicating with your customers is one of the most crucial phases of marketing. To make sure that he will follow your lead down to the sales funnel, show them the value of what your product or services can do for them. Apart from it, provide your potential client a content they like in a format that they need because sometimes, it is all in the packaging and how you present your product.
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Provide Few Fields As Much As Possible
People get bored easily. Nowadays, they like things fast. So if you want your customer to complete the task you need in order to boost up your conversion rate, say, filling out a contact form, make sure that you only ask few important details. Do not bombard them with too many unnecessary questions.
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Recognize Objections
There are cases that when your customer read your offer, something in them says ‘no, this is not right.’ It is natural. Some people hesitate at first maybe because there is something about the offer that they did not understand correctly. To fix this kind of problem, keep in mind that you need to recognize what part they do not agree. This way, you can explain what they need to know until you push them further down to a closed deal.
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Show Them They Can Trust You
People like to buy merchandise from people they trust. And one of the most critical things in business is how to show your customers that you are trustworthy in order to build a good relationship. But how are you going show that using a website? Here are some tips:
- Show them proof about your product’s information accuracy. In websites when no one is there to answer some of the customer’s questions immediately, make sure that you provide support for testimonials, reviews, and articles from well-known writers. This way, you assure your customer’s credibility.
- Show them you have well-known and trustworthy people behind your project.
- Let them contact you easily.
- Give your website an appropriate, user-friendly, and professional design.
- Regularly update your site’s content.
- Avoid errors, as much as possible. Even tiny ones.
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Give them a Smooth Purchasing Transaction
Remember that customers do not like complicated processes. They like things simple. So if you want your lead to increase your conversion rates, make sure you provide your customers a simple and easy transaction. Here’s how to:
- Do not put too many options. According to the book The Paradox Of Choice, choices complicate one’s decision.
- Every page should tell your customers what to do next. Do not let them figure out things on their own. Everyone wants a comfortable, smooth life.
- Do not push potential customers to sign-up just to buy your products?
- Again, provide few fields as possible.
- Always remember that promo offers are what they want.
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Pay Attention to Your Headline
It is a rule. Headline summarizes what the message is all about. To increase your conversion rate, be creative with how you deliver your headlines.
Additional tip: According to a survey, with 82% of UK consumers and 80% of US, the most common and useful motivation for customers to buy is when there is free shipping. If you want your headline to be a compelling one, try to offer free shipping.
If you want to learn how to write great headlines, take a look at this article: 5 tricks for writing great headlines
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Why Not Provide a Video
Show your potential customers that you are a credible seller. Provide them a video to show that a real person is supporting your product. If possible, you can find someone famous.
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Tell Your Potential Customers Exactly What They Are Going to Get
People like straight to the point statements. So when you are describing your product, tell what they are going to get if they buy it, what are the advantages, is it environmentally-friendly, or how is the delivery process. Always provide exact information for your customers. Make it simple.
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Excite Your Potential Customers
Cheerful, lively statements are much efficient in attracting and generating more leads than informative, bland ones. Use visual language, use storytelling to show your visitors what is your product’s appearance. That way, you will get them excited to consider and try your product.
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Provide them At Least 5 Options to Pay
There are many means to pay nowadays. Do not provide them two or three ways only. Instead, give them at least five to six options if possible. And make sure that those are the most common methods that people like to pay.
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Give Them High-Quality Pictures
If you want your visitors to believe you are a credible seller, providing high-end photos is a must. It is true, especially for your products. Let them see what they are going to get. Worst, it might suggest a bad image about your brand.
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Provide a Chat Support
Often, visitors have a lot of questions in their mind that need to be answered immediately, or else they will leave. So to make sure they continue until the end of the purchase, provide your site chat support that can give them immediate answers they want to know.
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Consider Offering Discounts at Checkout
Everyone loves a discount. So if the goal is to turn leads into sales, then surprise your customer with a cut before they click the checkout button. As a result, your customer won’t hesitate to undo the transaction.
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Use Different Content Lengths
Testing what is appropriate and working for you is a must. Though it depends on your topic, short contents might not be working for you, but an extended copy might be the one that is appropriate.
The key to fruitful lead comes from a compelling communication wherein customers are satisfied with how you present things to them. In fact, using the current advanced technologies today, it is possible to create a smooth, customer-friendly transaction.
And in business and marketing, the primary goals are not just attracting potential customers, but also to turn leads into sales, so make sure that you come up with different ideas and tactics to hit it right.
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About the author:
Nicolas Finet is the Co-founder of sort-list.co.uk – an online solutions company which helps customers to find the best marketing agencies. Follow him on Twitter @nifinet