OPTIMIZE THE CUSTOMER JOURNEY TO SELL MORE
One of the best strategies for customer acquisition that marketers utilize to increase returns is conversion rate optimization. It is much easier and cheaper to increase conversions than to increase traffic volume. Unfortunately, many are not doing it properly. Even though a very high percentage of paid marketing campaigns are not successful, marketers continue to blindly invest in such advertising methods to increase traffic.
While social platforms and search engine advertising will help to reach a wider audience, and cause a hike in website traffic, it is all for nothing if that traffic is not successfully converted into leads and those leads, ultimately, into sales.
For this reason, leading marketers are now implementing strategies for conversion rate optimization to achieve better results.
In face to face sales a part of the sales process is called qualification. The salesperson knows that it is not possible to sell to everybody, no product or service suits everybody. When we optimize the customer journey, a part of the process is to sort the people who are likely to suit the offer. Customer journey optimization recognises the same issue and allows for it.
By understanding that not everyone can be satisfied by our product or service we can then make sure that our pages, words and images are best suited to our ‘ideal customer’ and thus make our offer much more effective. In short, it is a mistake to try to get all visitors to the sales or opt-in pages.
The best customer journey does not include a pushy salesperson. Instead, direct visitors to the right pages and encourage them into your sales funnel by engaging with them.
Understanding the Customer Persona
Simply understanding customer persona will lead to a greater rate of conversion. Begin by precisely defining your customer sector. Explore the attitude, desires, needs and pains of your potential customers. In addition, any time you discover a fresh customer segment, you may need to consider altering your business model to accommodate new opportunities. Often this may mean creating a new persona and a new customer journey optimized for the new persona.
By leveraging empathy, you will be able to speed up the process of customer discovery. You will also gain access to actionable tools for exploring the various aspects of the customer persona. Then, you will be able to develop a more innovative business model.
Use Customer Histories To Get Closer To New Clients
You will need to support your conversion rate optimization strategy with historical data prior to implementing your growth hacking strategy. For instance, examining and analysing data related to your current customers that subscribe to your monthly plan is a terrific way to learn about customer lifetime value.
When you are aware of the amount of time that a customer will remain with you before quitting and moving to the product of your competitors, you can create an engagement strategy to improve the retention rate. The same is true for those who offer one-off discounts and create revenue from the sale of tangible products.
Retargeting strategies are an ideal way to increase your conversion rate optimization based on customer buying behaviour. Look at the customers who make follow up purchases or refer additional customers to your brand. These are the people that you need to engage with and invite to your loyalty program. Make them feel important to you and increase their commitment to your brand and offers. Done successfully this process leads to the creation of an army of product or brand evangelists who will sell, on your behalf, simply because the want to do so.
Customer Education As A Sales Tool
It is not wise to steer all your website traffic to your sign-up page in the hope that they will make a purchase. Instead, focus on an automated process that will assist your visitors in a pleasant, educational tour of your site. Consider the unique needs of every customer segment that needs to be addressed.
It does not matter how you attract customers, it is vital that your campaigns lead them to the right page. The fact is that focusing on trying to get every visitor to sign up prior to understanding the value your product offers, will have a negative effect on your conversion rate.
Engage With Your Customers And Keep Them On Board
Finally, your conversion rate optimization strategy should not end once a purchase is made. Research has shown that customer retention is much more cost efficient than customer acquisition.
Use your company blog or email marketing strategy as a way of keeping customers engaged. Offer helpful tips to invigorate your retention strategy. Content marketing is among the best strategies for this crucial element of the customer journey.
When you want to improve your conversions and make more money from your online sales, please contact me and we can discuss exactly how we can help each other to succeed.