A great digital marketing strategy can drive potential customers to your website. But high traffic doesn’t always translate into revenue.
Once you get people on your site, you need to ensure they have a reason to follow through on their purchase. To help you do this, we asked members of Young Entrepreneur Council how they optimize and convert web traffic into real dollars. Their best tips and insights are below.
Photos courtesy of the individual members.
1. Build An Email List
Once you have the traffic on your website, you want to be able to continually communicate with potential customers and move them down the sales funnel. The best strategy is to have a solid email marketing plan. To get people to opt-in to our email list, we create a highly desirable lead magnet that solves a problem your target audience is likely to have. Once you have their email address, put them through a welcome sequence of emails designed to help the customer know, like and trust your brand. Providing as much value as possible is key in this stage. When you do present them with a sales opportunity in the future, it will make them more likely to convert. – Matt Diggity, Diggity Marketing
2. Have Conversion Tracking In Place
If you want to make sure your traffic and paid advertising efforts are working out, you need to have a system in place to measure actual results. One of the easiest and most effective ways to accomplish this is by placing a conversion tracking pixel on your confirmation page. This way you can see what traffic is generating leads and from where. The better tracking you have for this, the better campaign optimization and ROI options you can move forward with. Another tip is to start playing around with landing pages and split testing with new demographic targeting options. With all of these metrics and conversion tracking in place, there is no reason for you to have no idea how your advertising and paid marketing is converting. – Zac Johnson, Blogger
3. Create Fantastic Gated Content
It’s unlikely that many customers will purchase something from you on their first visit to your site. The key to success is to get them to come back—and the best way to do that is to get their contact information by offering a great piece of gated content in exchange for their email address. Then, you need to have a good nurture campaign so you can follow up and get them to return to your site on a regular basis. – Kelsey Raymond, Influence & Co.
4. Have Tiered-Value Offerings To Capture All Buying Stages
Not all potential customers are sales-ready when they visit your site. To capture the most value, offer content that reflects different degrees of interest. For example, if your clients are enterprises that require a substantial amount of education upfront, you may want to use a blog post that addresses a big trend to capture leads who haven’t identified a need for your solution. Offer a use case document to capture prospects who want to grasp the scope of your solution better or use a case study to attract in-market buyers who are actively evaluating their options. It’s equally important to create lead nurturing campaigns with customized content for the various stages identified in order to move leads through the sales funnel and ultimately convert them into paying customers. – Sean Hinton, SkyHive
5. Try Multiple Channels
People are creatures of habit, so many times we always resort to tactics or strategies that worked for us before. However, with new startups or products, you would be wise to entertain new marketing or sales channels. For instance, maybe you had a cheap impulse buy consumer goods product for your first startup, but the next product you release is a more B2B-targeted, expensive product that requires a longer buying cycle. Facebook ads might not work for the later product, but perhaps direct sales, LinkedIn advertising or reseller partnerships could yield better results. – Andy Karuza, FenSens
6. Check Your Bounce Rate
We measure a lot of statistics when running a campaign. One important statistic when it comes to conversion is your bounce rate. You can run a great marketing campaign that generates millions of traffic but has less than 0.001% of conversion. Higher bounce rates are an indicator that your content or landing page is not persuasive enough to convert the sale. Check the tone of your content. If it is not consistent with the rest of your campaign, change it. Check the copywriting. If it doesn’t persuade your friends to opt-in, change it. – Maria Thimothy, OneIMS
7. Remove Perceived Risk
Increasing conversions on your website are often about reducing your customers’ perceived risk. You have to ask yourself, “What is preventing my website visitor from becoming a customer?” Chances are, it’s uncertainty. If they are unsure about your product or believe it’s too risky to buy, they probably won’t. One of the best ways that I’ve found to remove customer hurdles and reduce customer risk is to offer a guarantee. A risk-free guarantee and easy refund policy eliminates customer uncertainty and takes away any perceived risk associated with your product. Customers can buy with confidence knowing that if they aren’t satisfied, they can always return it. Reducing uncertainty in your customers’ minds will lead to more visitors buying your products, thus increasing your conversions. – Shaun Conrad, My Accounting Course
8. Focus On A/B Testing And Conversion Rate Optimization
Getting traffic to your site is only half the battle. Getting them to convert or turn into revenue is a whole different beast. We’ve found two methods to be extremely effective. The first is A/B testing to ensure that we’re making continual improvements to our campaigns and our landing pages. The data that you’ll get back during A/B tests will help drive your site optimization towards more positive outcomes. The second is conversion rate optimization (CRO). The goal of CRO is to increase conversions on your site, which may include updates to the UX, the content, the design or the overall workflow. Utilizing CRO and A/B testing can dramatically improve your conversion results on your site or campaign. – Joel Mathew, Fortress Consulting
9. Create Content And Images That Resonate With Customers
The best way to convert cold and warm traffic into sales is to draft content and create images (on your website, blog, newsletters, etc.) that actually resonate with your target audiences. You can figure this out by doing a little research on what ails your audience. Building an emotional connection with your audience in your sales funnel will let them know you understand their pain points and problems and have a product or service that will help reconcile that problem. – Kristin Kimberly Marquet, Marquet Media, LLC
10. Build A Thoughtful Funnel
Converting traffic on top of the funnel is nearly impossible in the context of expensive purchases or services. Instead, consider what it would take to turn your cold traffic source to a satisfied customer. Techniques include a variety of opportunities, from e-books and email courses through webinars to free consultations. Warming up leads and building trust requires multiple steps, and continuously delivering value will turn a higher percentage into customers. Combine free content and extra insights with the remarketing and external acquisition of traffic for best efforts, but most importantly, don’t push for a sale too early when it comes to top-of-the-funnel traffic.
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