Rather than the traditional ‘purchase funnel’, online shoppers now research, select, compare and review their options in an almost infinite variety of ways. Marketers need to bear in mind those visitors’ individual site histories. If someone has visited a site more than five times, but hasn’t yet registered, then a trick is being missed. The consumer clearly has an interest in the brand – it’s high time the brand gets interested in them.
The technology available today enables marketers to target vast amounts of visitors on an individual level, and dramatically improve their conversion rates.
Here are five techniques for marketers to optimise conversion rates:
1. Target brand lovers
Spot the people who look at particular branded items multiple times, and use this knowledge to offer them brand-specific communications. This can vastly increase consumer response, as it communicates with them on subjects, topics and products that they are passionate about.
2. Reach out to unregistered visitors
Marketers can bridge the gap between knowing nothing about a new visitor to pulling them into their brand’s orbit by bringing up a simple one-drop-down-form on their website. This functions not only as a great ice breaker for the relationship between the brand and the consumer, but also enables far more sophisticated and individual-level targeting.
3. Personalise the landing page
When someone lands on a page, marketers can see if they’re a first timer, where they are in the world, and, if they came searching for something, what it is that they are looking for. All of this information can increase user personalisation, moving the relationship along and improving conversion.
4. Capitalise on abandoned baskets
It’s important that marketers recognise that an abandoned basket is not a sign of failure. Rather it’s the signature of an opportunity. A visitor who picks up, inspects and drops an item in their basket is demonstrating a level of interest in the item that no business can ignore. An abandoned basket email acts as a reminder to the visitor, and can persuade them to make a purchase by containing offers and deals to entice the shopper back. Conversion rates in the 40 per cent bracket are not uncommon in such basket abandonment campaigns.
5. Use role specific personalisation
Once site visitors have been profiled and segmented, marketers need to use that insight to personalise web pages, emails or even inform sales calls. Marketers will likely have enough information on visitors to put a killer subject line on the emails sent out and personal messages in the banners displayed. This gives visitors the feeling that the business cares about them as an individual, bringing them yet another step closer to a conversion.
To effectively enhance conversion rates marketers must measure them. Marketers can use measurement data to encourage behaviours that have a strong link to conversion, which includes enhancing search engine optimisation and pay per click, as well as justifying the cost of discount vouchers sent to brand lovers. Such actions can make for much more efficient websites and dramatically reduce the amount of conversion opportunities that are lost.
As with everything in marketing, great results don’t come for free, but neither are they blind chance. Modern marketing automation solutions enable businesses of any size to market like megabrands, helping them to emulate big business success in digital terms by dramatically improving and increasing conversion rates.
Malcolm Duckett is the CEO of lifecycle marketing company Magiq.
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