Maximize Conversions: Know Your Customers First
Some marketers claim there is certain traffic segment that cannot be converted; sometimes this is borne from basic maths looking at the conversion ratios, because it stands to reason you won’t sell to every single visitor. Where this claim breaks down is when marketers advise there are certain segments that will not convert, or worse still, that conversion rates for any segment are not within your own control.
First of all – there is no such word as “cannot” – you either will or will not convert traffic!
You are the one in control of conversion rates, and how you make offers to visitors directly impacts them, so let’s take a look at a typical set of models for making offers to your visitors.
Your visitor arrives to the landing page or sales page of your site – you make them an offer – they either, convert and do the deal or they go elsewhere.
Offer Model Two – Go for the Rebound
As in one above, the visitor arrives, but doesn’t like your offer and moves to leave, so instead you come up with a secondary offer, they then run through the decision again and if they buy from you great, but are they really a satisfied customer? . If they still don’t buy from you, they go to leave again and you hit them with a “final offer” – if they buy from you at this point, how satisfied as a customer can they really be when you took three bites at their cherry?
Conversion rates will be better than in one, however, the conversion rates for the second offer will drop and diminish to negligible for the final offer – going for the rebound sale is not effective and smacks of desperation. As an aside here – should you count a happy, satisfied customer as a different conversion statistic than an unhappy customer who buys from you?
Know Your Customer
The visitors to the sites above are not being qualified any further than the fact that they have landed on your site. This is laziness on the part of the website management – better sales conversion rates are made when you get to know and understand your potential customer and their needs, which means you can position your offerings in a more personalized way. By hitting the customer’s hot buttons which are motivating purchase, you get greater sales.
A better sales model will look something like this:
The visitor arrives and you assess the customer – a questionnaire perhaps, or you track how they have arrived at your site. You may actually handle all the sales information collection offline by email or you may provide multiple options and allow the visitor to “self-identify” and choose which option or offer is most likely to be relevant to them.
Offering multiple conversion options enhances your potential for first hit conversion instead of a diminishing offer of last ditch efforts as the visitor seeks to walk out of the door.
So, we now have an online sales model which will look something like this:
Visitor arrives and either you conduct some form of online or offline assessment of the potential customer, before you provide any offers.
After assessment, a range of potential offers are provided which are tailored to the customer based on the information you collect – note, you may simply be providing a series of offers at the same time, such as “Basic”, “Standard” and “DeLuxe” without any qualifying assessment – here the visitor is telling you what kind of customer they are by from the selections they make. An alternative is to look at the source of the traffic – if it is referred by Google you may provide generic offer templates, however if the traffic comes from website upon which you have been advertizing or have been featured on, e.g. an online newspaper, then you can tailor the offers so you make use of that piece of information, for instance. “For XYZ Times readers we offer a series of discounts on our Basic, Standard and Deluxe ranges”.
No Sale = No Conversion?
What is a conversion is defined by you, however even where you cannot get a sales conversion this should not detract from trying to convert the visitor in some other way. Referrals are a big deal in sales, and the same applies online as in the real world, so before you visitor leaves your site, offer them a referral opportunity to refer you to their contacts. This is still a conversion, and a very valuable one, but simply not a sales conversion.
Be careful how you define your online sales and marketing goals so you are tracking visitor conversions across a range of behavior which results from their interaction with your website.
You control conversion rates and if you are experiencing poor or zero conversion rates with some traffic segments, you need to revisit the offers you are making to them.
One hit offers and last ditch efforts to salvage a conversion from your traffic are inefficient. Take some time to either get to know your clients better or give them a range of options so they can “self-identify” what type of potential client they are.
Take extra care with what you define as a conversion. Ultimately, you want sales conversions, however there will be intermediate steps to getting sales conversions which may require you to increase your level of referrals. A referral is a conversion, just not a sales conversion but a valuable step on the road to making a sale even so.