Conversion Strategy: How To Turn Prospective Leads Into Preferred Customers

The Internet has given us the incredible power to self-direct our purchases with quick comparisons and research. This means that your brand has to fight twice as hard to stand out among the competition, and even harder to capture a purchase from potential leads. It is great to have a high unique visitor rate, but the proof in the pudding lies in a high conversion rate. This is possible through a strong strategy that will boost your online traction and increase revenue.

Nurture Leads, Gain Customers

A conversion strategy simply means getting people to graduate from spectators to participators. A conversion doesn’t always have to be a purchase; miniature conversions, like opting into a mailing list, or sharing content via social media are valuable and will ignite dialogue with leads. This positioning is ideal for building long-lasting customer relationships.

The process begins with engaging quality leads; individuals who are most likely to take an interest to your product or service as determined by best-customer profiling. These leads could be previous customers, curious minds learning about your brand, or previous customers from similar brands.

When targeting your leads, keep in mind the main question that they are asking on the other side of the screen: “What’s in it for me?” If you can answer this inquiry, you have won half the battle!

A great way to do this is to give them perks: free trials, free information, free quotes complimentary shipping, extended warranties, ect. If you are willing to give some things away, the leads will come back around wanting more as they are trying to make their decision. Make sure what you’re offering is relevant and valuable. Your leads are not looking for more junk mail in their inbox, but something that will help them meet their needs.

Your perks should make leads feel they are apart of something special, they should feel significant and important and should be engaging and worth sharing.

Nurture Customers, Gain Loyalty

If there is purchase/participation, always follow up. This is a golden opportunity that many companies foolishly let get away. The level of satisfaction that your customers feel is valuable information that will enable you to continuously improve. This does not go unnoticed by customers; their appreciation will manifest in repeat purchases and referrals to their friends and family.

Measure your success. Try to understand what triggered your leads to take the action that you wanted them to take, so that you can optimize it to get better results. For even better measurement, test conversion strategy tactics before you launch them: test headlines, action buttons (like buy now or learn more), website layout, ease of functions ect. While there isn’t an exact science for conversions, never leave anything to chance.

Conversely, if you’ve had a high traffic from your website but no bites, tweak and measure your content. Do you have a high bounce rate? This is an indication that users are not getting value as perceived from search engine listings. Customer experience is highly important, but a well designed website with non-relevant content will not entice leads and they will not stick around. In such cases, you need to update and refine the keywords used on your page. Remember, it is tobetter tailor to a specific crowd than try to be everything to everyone. You want tailored, quality content to attract segments that are ready to act.

We don’t know how to make every person that clicks on your link a paying customer (if we did, we’d be billionaires) but we have extensive experience with building successful conversion strategies. If you’re interested in a consulting session for your brand, give us a ring and we’d be happy to help you grow.

Sources:

http://marketingwizdom.com/strategies/conversion

https://blog.kissmetrics.com/15-psychological-triggers/
http://conversionxl.com/ways-to-increase-your-conversion-rate-right-now/

https://blog.kissmetrics.com/101-conversion-tips-to-help-improve-your-website/

Fun Ways to Cultivate Creativity
Recent Posts