How To Increase Conversion At Each Drop Off Point In Customer Journey

Increase conversion by engaging your customers at every drop off point in your marketing strategy. Understanding the journey your customer is on based on their interaction will help build a strategy that will convert visitors into buyers.

Saw Ad, Clicked, Viewed Page but didn’t Opt In. 

So the prospect saw the ad, clicked the ad, viewed the page but didn’t opt-in? How do you improve your ad effectiveness through Google ads and Facebook?

Be sure you are providing the right offer to the right audience by knowing who your target customer is and targeting that customer with your ads.

Check audience insights on Facebook Ad Manager. You can test targeting to ensure you are reaching the correct people.Screen Shot 2016-05-17 at 9.45.04 AM

You may need to create up to 15 ads to test which graphics, headlines and content works best. Collect your findings and use them to create an even better ad that will entice the reader to opt-in.

How To Increase Chance of Opt-In.

What happens to the customer journey once they visit your website? We know that if someone looks at your page, it is not an indication they are interested in your product or service unless they opt in.

One of the options is to have a pop-up on the page that shows up either when the visitor is leaving the page or is idle for 10-15 seconds. Depending on your website content and services provided, different timing and type of pop up will work for you:

Exit pop-ups ask the reader to leave their information to receive future offers or entice them to stay on the page.

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You can add a pop-up that is simple and only has a form and since it doesn’t offer anything, you know only loyal clients will opt in.

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Another option that works is to offer free resource such as a Report or a Whitepaper without asking for emails directly.

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If you have blog posts or articles, give your reader something to do after they read your post by including opt-in form at the end of your post.

Scrolling triggered pop-ups appear when the reader has scrolled down to the end of the post and then they see the opt-in pop up, this ensures the email subscribers are already interested in the content when they sign up.

Your form should be clear and enticing –  use another word for ‘Subscribe’ on your Call To Action button to hint that this is a very valuable offer.

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Facebook Lead-Ads

are a new feature Facebook is launching that allows users to click on one button and be automatically subscribed. The email address they used to make a Facebook account will be used to subscribe. This will also allow you to get the users zip code, phone number, company name, job title. No more lengthy opt in forms that discourage readers to sign up! It is not clear if this feature will be available globally but it’s one to look out for.

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Customer Opted-In But Didn’t Download

If the customer opted in but still didn’t download the report or the video that you offered, send reminder emails to let them know they haven’t clicked to download yet. An effective reminder has to have a subject line that’s straight to the point and will get the reader to open the email. See top 40 Email Subject lines here to get ideas for your next email.  The copy has to be clear and short, direct your readers to the call of action. Your Call of Action should be simple and stand out.

Watched Your Video, Downloaded Free Report But Didn’t Request Consultation

You’ve got the customer to watch the video, download the report but they did not request a demo or schedule and appointment. Do not give up on those potential customers that may not be ready to buy yet. Send them the same email content split into different emails, you want to have 80% content and only 20% sales in these types of emails. Educate the potential client without forcing a sales pitch. To ensure your follow-up emails target the correct customer, segment your clients and send them emails that relate to the content they read or downloaded. Don’t forget to place a Call Of Action in the body of your email that directs the client to request a demo or book an appointment.


Started the Demo or Trial, Made The Appointment But Didn’t Buy

If your client requested a demo or trial, made an appointment but still didn’t buy, send reminder emails before expiration or follow up with case studies.

If their trial period is expiring, send them reminders with the amount of time they have left before the offer expires.

If the customer made the appointment, had a consultation call but are still on the fence, send them case studies of previous successes you had. This can include past clients’ testimonials and results that were achieved in a case study. Always include a way for the reader to take action, provide a link where they can go to read more about your service or company. There are different types of testimonial emails you can send out, including peer testimonials, social, quote or video testimonials.

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By following the steps above, you can increase conversion at each drop of point in customer’s journey and convert more prospects into future clients and engage existing clients.

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