A great digital marketing strategy can attract potential customers to your website. But high traffic doesn’t always translate to revenue.
Once you get people to your site, you need to make sure they have a reason to follow through with their purchase. To help you do this, we asked members to Young Entrepreneur Council how they optimize and convert web traffic into real dollars. Their top tips and ideas are below.
1. Create an email list
Once you have traffic on your website, you want to be able to constantly 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 sign up for our mailing list, we’re creating a highly desirable lead magnet that solves a problem your target audience is likely to have. Once you have their email address, send them a sequence of welcome emails designed to help the customer know, love, and trust your brand. Providing as much value as possible is key in this step. When you present them with a sales opportunity in the future, it will make them more likely to convert. – Matt Diggity, Digital Marketing
2. Have conversion tracking in place
If you want to make sure your traffic and paid advertising efforts are working, you need to have a system in place to measure actual results. One of the easiest and most effective ways to do this is to place 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’s no reason for you to have no idea how your paid advertising and marketing is converting. – Zac Johnson, Blogger
3. Create Fantastic Secure Content
It is unlikely that many customers will buy something from you the first time they visit your site. The key to success is to keep them coming back – and the best way to do that is to get their contact details by offering great, secure content in exchange for their email address. Then you need to have a good nurturing campaign so you can follow up and get them to come back to your site regularly. – Kelsey Raymond, Influence & Co.
4. Have Tiered Offers to Capture All Purchase Stages
Not all potential customers are ready to sell when they visit your site. To capture the most value, offer content that reflects varying degrees of interest. For example, if your customers are businesses that need a significant amount of initial training, you can 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 better understand the scope of your solution, or use a case study to attract buyers to market who are actively evaluating their options. It’s equally important to create lead nurturing campaigns with personalized content for the various stages identified in order to move leads through the sales funnel and convert them into paying customers. – Sean Hinton, Sky Hive
5. Try multiple channels
People are creatures of habit, so often we always resort to tactics or strategies that have worked for us before. However, with new startups or new products, it would be wise to entertain new marketing or sales channels. For example, maybe you had a cheap impulse consumer product for your first startup, but the next product you launch is a more expensive, more B2B-targeted product that requires a longer buying cycle. Facebook ads may not work for the latest product, but perhaps direct sales, LinkedIn advertising, or reseller partnerships might yield better results. – Andy Karuza, FenSense
6. Check your bounce rate
We measure a lot of statistics when running a campaign. An important conversion stat is your bounce rate. You can run a great marketing campaign that drives millions of traffic, but has less than 0.001% conversion. Higher bounce rates indicate that your content or landing page isn’t compelling enough to convert the sale. Check the tone of your content. If it’s not consistent with the rest of your campaign, edit it. Check the writing. If it doesn’t persuade your friends to sign up, change it. – Maria Timothy, OneIMS
7. Remove perceived risk
Increasing conversions on your website is often about reducing the risk perceived by your customers. You have to ask yourself, “What’s stopping my website visitor from becoming a customer?” Chances are, it’s uncertainty. If they aren’t sure about your product or think it’s too risky to buy, they probably won’t. One of the best ways I’ve found to remove barriers and reduce risk for customers is to offer a guarantee. A risk-free guarantee and simple refund policy takes the guesswork out of customers and eliminates any perceived risk associated with your product. Customers can buy with confidence knowing that if they are not satisfied they can always return it. Reducing uncertainty in the minds of your customers 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 income is a whole other beast. We have found two extremely effective methods. The first is A/B testing to ensure we are making continuous improvements to our campaigns and landing pages. The data you collect during A/B testing will help you optimize your site for more positive results. The second is conversion rate optimization (CRO). The goal of CRO is to increase conversions on your site, which can include updates to UX, content, design, or overall workflow. Using CRO and A/B testing can dramatically improve your conversion results on your site or campaign. – Joel Mathew, Fortress Council
9. Create content and images that resonate with customers
The best way to convert cold and hot traffic into sales is to write 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 your audience’s ailments. Making an emotional connection with your audience in your sales funnel will let them know that you understand their pain points and pain points and that you have a product or service that will help solve that problem. – Kristin Kimberley Marquet, Marquet Media, LLC
10. Build a thoughtful funnel
Converting traffic to the 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 into a satisfied customer. Techniques include a variety of opportunities, from e-books and email courses to webinars to free consultations. Warming up leads and building trust takes multiple steps, and continued value creation will turn a higher percentage into customers. Combine free content and additional information with remarketing and external traffic acquisition for better efforts, but most importantly, don’t push too early for a sale when it comes to high-end traffic. – Mario Peshev, DevriX