By Josh Ledgard
You’ve got site visitors. You deserve the highest of fives. That’s a serious accomplishment. And now that you have site visitors, you need to convert them from an interested but suspicious lurker to a completely convinced customer. But how?
If this question keeps you up at night, you’ve come to the right place. I’m about to blow your mind with some of the best automated solutions and strategies for lead conversion. Consider yourself warned.
Your product is awesome. That’s a given. But most people will not buy your product (no matter how awesome) during their first interaction with your brand. Statistically speaking, less than 10% of people make an immediate purchase.
Most of us are equal parts of procrastinator and commitment phobe. We tell ourselves that we want to mull it over. Do our research. Compare prices. Yadda, yadda, yadda. But in actuality, we’re just not willing to make the commitment to buy.
Respect that, and don’t push it.
Instead, activate “nurture” mode. With nurturing, you can take your time to educate your audience on why they need your product or service.
Let’s take a step back and talk about funnels. It’s all about funnels.
Next, there’s lead nurturing. This is where you need to focus your efforts. From free trials and case studies to email courses and ongoing newsletters, lead nurturing is all about educating the visitor and turning them into customers. Generating leads is definitely easier than turning them into customers.
But fortunately, you can automate a lot of your nurturing.
Before we automate, let’s get clear about who qualifies for lead nurturing. Here’s a partial list:
Visitors who’ve clicked through and read your blog. They may have arrived from social media or search engines (top of the funnel), but actually reading your blog qualifies them for the next step of lead nurturing.
Visitors who’ve decided to subscribe to your mailing list. Perhaps they really wanted your lead magnet, or maybe they’re genuinely interested in keeping up with your brand.
Visitors who’ve attended your webinars. They’re interested in your content, and perhaps your product/ service, but they’re not willing to pull the trigger just yet.
Visitors who’ve participated in your contest. Assuming you were giving away a brand-related product or service and not a generic prize, like an Xbox, these visitors are sincerely interested in what your brand can do for them.
I could go on, but you get the idea. You need to nurture the people who’ve taken an interest in your brand or offerings, but just haven’t actually purchased yet. It’s an uphill battle because they’re suspicious. They don’t know you. And they don’t know whether or not you deserve their hard earned money.
So, to get them to invest in you, you’ve got to invest in them. But, I get it. You don’t have the bandwidth to hold the hands of every single visitor and convince them. That’s why you should consider the following automated tools:
Let’s start with email opt-ins, shall we?
As they say, the money’s in the list. You need to build your email list, and it’s never too late to start.
There are several options available to you:
There are exit intent pop-ups that are triggered when it looks like a visitor is about to leave. Catch them before they bounce away!
There are content upgrades.
Upgrading content is one of the my favorite conversion methods. It’s a stellar way to turn visitors into subscribers and eventually customers.
What is a content upgrade? You may ask.
A content upgrade is an extra resource that’s located behind an email opt-in gate. In order to receive this “free” goodie, the visitor must sign up for your email list. It’s a win-win because both you and the visitor gets something of value.
There are footer, or bottom, signup bars. I love these too, because they’re non-invasive but at the same time unavoidable.
If you’d like to learn more about email opt-ins, we’ve covered this topic in-depth before. Check it out here: Opt-Ins, Content Upgrades, Lead Magnets, Oh My! Your Beginner’s Guide
Now, let’s discuss event-based email marketing. This is when a user’s behavior on your site triggers an email. In other words, if “a” happens —> there’s an email for that.
Once you have an email address, it’s so much easier to convert visitors into customers.
Here are some examples of event-based email marketing:
As you can see, email marketing is perfect for lead nurturing. You can constantly keep subscribers on the hook and engaged with your brand.
Have a plan in place for shopping cart abandonment. The Internet is full of virtual “window shoppers”. Visitors who may or may not be interested in your product but are definitely not interested after attempting to checkout. Perhaps your shipping cost scared them away. Perhaps they were just comparing prices. Perhaps they were hoping to trigger a coupon.
Give the people what they want.
Set up an automated email to be sent if a prospective customer abandons the shopping cart. But don’t take too long to send it. Set a shopping cart abandonment email to send within an hour after the prospective client initiates but doesn’t finalize the order.
Cart abandonment emails are amaze-balls (do people still say that?). Let me list a few reasons why you should definitely implement them:
Check out this related post on how to automate your entire customer experience without being a robot.