Seasoned marketers are usually pretty wary of anyone bragging about huge website traffic numbers. Especially if it’s not followed up with conversion stats. Yes, traffic is a very important metric, but you could very well be wasting your time if you’re not converting that traffic into sales.
If you’re looking for strategies to drive new users to your website, these aren’t them. These tips are the next step. You’ve got the traffic, but now you’re looking to convert your traffic into sales.
So if you’re ready to jump right in and convert traffic into sales, pump up your ROI, and maximise your revenue, then read on.
Ready? Set?… Go?
Ok, so they visited your site, had a look around, but didn’t buy. This is a VERY common scenario. In fact, it’s been found that on average only about 2% of users to your website will convert. If you’re getting 500 visitors to your site in a week, that’s only 10 conversions.
Of course, there are many reasons why a user might not buy from you. But many of those reasons can be boiled down to one: They’re just not ready to purchase yet.
If they’re not ready to fully commit to a purchase right now, they might be ready to take a smaller step with you. Provide another, lower commitment conversion that your users can take. For instance, if you’re working for a not-for-profit, a website visitor might not be ready to sign up to be a recurring donor just yet, BUT they may be ready to sign up to a newsletter, or to sign an online petition. And, with the appropriate consent, you can now send these visitors the information they need, over time, until they are ready to fully convert.
Make them Feel Safe
If you’re in B2B, or offer high involvement, high ticket items that require a lot of consideration, then email nurture or drip campaigns can be vital. Essentially, the more consideration that goes into the purchase decision, the more info and support you need to offer in order for shoppers to feel comfortable purchasing from you. Consumers need to be familiar with you, like you, and trust you. And email has consistently been found to be one of the most effective ways to do this.
Want more Sales? Stop Selling so much.
The focus of high consideration email campaigns should NOT be solely on the sale. Instead, focus on offering value, addressing concerns, and building trust. Map out your customer’s entire purchase journey, from initial problem recognition, all the way through to post-purchase evaluation. Then, document all the questions and concerns your customer’s would have at each step of the journey. And finally, list all the ways your brand can be present and genuinely helpful in each stage (keyword: Genuinely). Then, use a mixture of email, content, and remarketing ads to deliver that help to your customer.
Time is of the Essence
If you offer low consideration products/services, then your email sequences might be very different to those above. The customer journey here tends to be a lot shorter, and a lot more direct. Time is definitely of the essence here. You need to capitalise on the moment, and the momentum of a website visit. If a visitor leaves without purchase, quickly fire off an automated abandoned cart email sequence to bring shoppers back. Here are some email quick ideas to help you bring your visitors back:
- Abandoned cart reminder
- Complementary product showcase
- Shipping cost discount offer
- Additional discount code
- Limited stock levels reminder
Abandoned cart email sequences are fantastic drivers of sales, with on average 1 in 3 clicks resulting in a purchase back on site. But what about those first-time website visitors? Or the ones who haven’t given you their email address yet? Well, we’ve got just the thing…