Well, one of the better options is to convert visitors into buyers, or leads. Because unfortunately, most companies have a very low conversion rate on the site, and a lot of this traffic simply evaporates. And it’s a shame because if we pay for them to visit our site, it would be good to squeeze as much out of it as possible.
And today I’m going to show you just that. Many companies have trouble converting visitors into paying customers. That’s why I’m going to show you a lot of examples today from both B2B and B2C, like running an e-commerce store or selling services.
The first most important point is education.
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Over 90% of people are not ready to buy. They are at the beginning of the path where they are only wondering if they really need it, or they were simply interested in your ad and clicked out of curiosity. Then your task, or more specifically your website and materials, is a soft pitch, that is, to explain to them and show them the benefits, that what you offer can be useful to them.
You can educate in several ways:
you show the negative effects of what can happen, for example if you don’t optimize the campaign the price per lead will become so high that it won’t be worth it for you to advertise, and you create content how a marketing agency can change it. Or you deal with cybersecurity. Then show the effects of the attack. Ok that was the first type.
Now the second one
Content “how to”. That is, how to do something, how to achieve something, how to protect yourself from… Of course, these can be blog guides or videos. Some even go a step further and offer free courses on their website with a certificate. Imagine how your prospects complete such a course with you. Not only do they watch several hours of materials, which is very expensive in marketing to show people so much through advertising. Secondly, they then treat you as an authority. See what, for example, Hubspot or Google Ads do in their internet revolutions. You spend hours to learn how to use their software and still pay them for campaigns. To put it simply, it’s as if your clients paid you extra for the fact that they can become your client. Ahh, here’s another added value. People often brag about such certificates on social media or in their CVs. So you have additional advantages from word-of-mouth marketing here.
The next point after education is comparisons. See for example two giants when it comes to project management. Monday and asana “Asana vs. Monday.com – what are the differences?”, “Asana vs. Monday – Comparison of alternatives to Monday.com”. Blogs, YouTube videos, there is a lot of it…
Of course
Each of these companies makes such comparisons for themselves and it works! You should have this type of content on your website. Additionally, you can use it in Google Ads, bidding on the competitor’s brand name. So let’s say you are Asana, and if someone types Monday.com into Google, you will appear with your comparison, where you naturally come out better.
Okay, now that your future customers are educated and know that you are a better alternative to your competition, it’s time to prove to them that they should take action now.
Case studies and customer testimonials are masterful here
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What is the biggest problem for companies that offer it and have users
So that they use this free trial, and not just create an account.
For this reason, in addition how do you know that content marketing is bringing the to the immense usability, you also need to integrate with their everyday tools.
And now what’s next, now that you’ve educated them, they know you’re better than the competition, and they even tried your product in the free version, or bought something from your store?
Here we go back to the classics, i.e. lead nurturing, follow up and remarketing ads.
If you collect phone numbers, you can send interesting messages from time to time, if not, email marketing to the database is enough. See for example phone number mx how it looks with us. You can sign up for 1 lead magnet on our website, or via the link in the description of the video on YT and check it out for yourself. About 80% of the materials are typically knowledge content, entertainment. Edutainment. 20% is sales content. That’s why we have a lot of people on the list, because almost no one unsubscribes and they read these messages because they are interesting.
If you have e-commerce
This is one of the few occasions where I recommend product catalog ads as remarketing. I don’t recommend it for cold traffic, unless we’re talking about Google PLA.
If, for example, you wanted to display only images with a CTA encouraging a purchase to people who don’t know you on Facebook, i.e. to cold traffic, the effect will probably not be very good.
Before we part ways, one more thing. What metrics do I recommend measuring and tracking to see if you’re on the right track?
Total conversion rate
They should increase. However, the cart abandonment rate or cost per lead should decrease.
Converting web traffic into sales is a key part of a successful online marketing strategy. Most businesses invest significant resources into attracting visitors, but the ultimate goal is to convert them into paying customers. To achieve this, it is essential to understand what drives visitors to make purchases and how you can optimize every element of your website to increase conversions.
Understanding Your Target Audience
User behavior analysis
Before you can start optimizing your site, you need to understand who your users are and what their needs are. Analytics tools like Google Analytics can help you identify where your traffic is coming from, what pages are most visited, and what the paths are for users on your site.
Traffic segmentation
Segment your traffic to tailor your marketing messages. You can segment users based on geography, traffic source, device they use, or purchase history. Personalization of communications can significantly increase your chances of conversion.
Product Page Optimization
Bright and eye-catching Call to Action (CTA)
Action buttons like “Buy Now” or “Add to Cart” should be visible and easy to find. Make sure they are clearly labeled and contrast with the background so they easily grab users’ attention.
High-quality photos and product descriptions
Users can’t touch or try your products online, so providing high-quality images and detailed descriptions is key. Show the product from different angles and provide all the necessary information that can influence a purchase decision.
Simplify the purchasing process
The fewer steps it takes to make a purchase, the better. A complicated purchase process is one of the main reasons for shopping cart abandonment. Remove unnecessary steps and make sure the process is intuitive.
Building Trust and Credibility
Customer Opinions and Reviews
Posting reviews and opinions from other customers can significantly influence the purchasing decisions of new users. Try to regularly collect and display reviews, especially positive ones.
