If you’re trying to acquire customers, the primary goal of your website should be to attract leads, convert leads into prospects, and convert prospects into customers. However, to make it a top performer, it needs a little outside help.
There’s a wealth of great advice on this site that will help you get on the right path, for example:
> To attract leads, you need compelling content and a search engine friendly site. Blogs and Search Engine Optimization represent a great starting point here
> To convert leads into prospects, you need to develop trust and show how you will address their needs better than anyone else. Case Studies, reviews, instructional videos, testimonials and full company contact information will help here.
> To convert prospects into customers, you need to deliver a clear call to action, create a sense of urgency and provide buyer assurance. Time limited special offers, free try-before-you-buy trials, and a visible and effective returns policy are examples here.
Do more than 90% of your visitors still leave your website without making a purchase? Probably.
Once a visitor leaves your website, your ability to convert them into a customer drops dramatically. You don’t know who they are, why they left or where they went. Maybe they just needed more time or information to make an informed decision. When they are eventually ready to buy, they will more than likely be on a competitor website, not yours.
If only you had a chance to stay in touch with these interested leads. This 3 step approach will give you that opportunity:
- Give them a good reason to stay in touch. Ask them to give you their contact information in exchange for a new customer discount coupon, a weekly email about specials, a subscription to your newsletter, or a free download of expert information.
- Stay in touch. Don’t spam them or they will quickly unsubscribe. Give them useful information that will help them reach a great decision. Whenever you can, point them towards helpful information on your website. When they are ready to buy, they will remember the vendor that stuck with them.
- Set it and forget it. Cost-effective software technologies are available to help small businesses do the above, automatically: pop-up plugins to capture prospect information, auto-responders to broadcast a fixed set of emails, plus a new generation of sales and marketing automation software to dynamically help manage the complete revenue generation process.
By turbo-charging your website, you are capturing most of those visitors who initially left without buying, and sending them back to your website. You’re giving your website a second, third and fourth chance to convert those returning visitors into customers.
The net result is that you will convert more of those precious new leads into paying customers!
The Best Practices Guide: A Short Cut To Marketing Success provides best practices and implementation detail to get your business on the right path for online business success. The Guide is free to readers of this blog post. Click this link for your copy of the Marketing Best Practices Guide.
Sales-Driven Marketing: A Call To Action For Small Business provides a blueprint for dramatically increasing small business profits by applying cost-effective technologies to the sales and marketing process. The strategies apply to all types of profit and non-profit businesses, including “brick and mortar”, service businesses and online businesses. The blueprint is free to readers of this blog post. Click this link for your copy of the Sales-Driven Marketing Blueprint.