For most of the businesses out there, they manage to promote and increase the traffic of their website, but turning website visitors into customers remains the primary challenge. They expect a lot of traffic coming through to their website would automatically mean more customers and sales, yet it doesn't.
In fact, this is one of the most common problems that business owners, marketers and sales team all face - turning their website visitors into customers and the website’s conversion rate.
Here are 5 tactics which will help you to turn your website visitors into customers.
1. Targeted and personalised content for the top of sales funnel
For any website, content is a great equaliser, and one can showcase their expertise with good personalised content. When you write personalised content on your website you genuinely understand the buyer’s unique problems and challenges which will further help you start your real conversations with your qualified buyers.
As DemandGen Report's 2016 Content Preferences Survey Report states, "47% of B2B buyers viewed three to five pieces of content before engaging with a sales rep."
It’s essential to create content that fills up the top of your sales funnel, but it is also necessary that you need to create content for all the stages of the buying process as the report from DemandGen Report found that "73% of respondents viewed a case study during their research." Case studies are content typically associated towards the later stages of the buying process.
2. Narrate a better story
As per Simon Sinek, “ Every person on the planet knows what they do. Most people know how they do it. Very few people know why they do it,’’
Why is your company in the business? What is your purpose? What got you started?
Let this be your story. Let your story connect people with you on a deeper level when they click on your “About us” page on your website. A video on the about page will communicate your ideas better.
3. Landing pages that close the lead generation deal
The sole purpose of the landing page, which is a specialised web page is completing the lead generation deal.
A landing page should have 4 main elements which include the following:
- A strong headline: The headline should simply communicate the value that you are offering and convince the visitor to move to body of the landing page to learn what you are offering.
- Detailed body of text: A Landing page body should be able to convey why the visitor should complete the form. Give it in bullet points, the lists of benefits that you offer. Customer logos or testimonials are good to be included on your landing page.
- Supporting image and/or video: For any landing page, the visual content is very effective, and some of the best landing pages that are designed take advantage of video to sell the offer.
- A lead generation form: Many businesses use lead generation forms on their landing page to learn more about their leads. This information which is collected is useful in qualifying leads and segment them further for more effective lead nurturing.
4. Design stronger call to actions (CTA)
Every CTA that you design should finally lead to a dedicated landing page which is ultimately designed to turn website visitors into leads. This track results and helps you find out which of the CTAs are generating traffic and conversions.
- The CTA should convey the value of your content offer in less than ten words.
- It should have action verbs that clearly communicate the next step they have to take. Action verbs like get, download, register are more appropriate.
- The CTA should also be visually unique.
5. Add testimonials and case studies
Adding case studies and testimonials to your website is like adding much validation to your business. It's proof to website visitors that others who have come before them are happy with you and your product and services.
Case studies help convert visitors into leads so well as these studies do not just talk about the traffic or revenue increases but how exactly have you helped your customers achieve the results.
You need to make sure the very first time any visitor comes to your website; it has to be a memorable experience for him or her. Get to understand your customers, by putting yourselves in their shoes and continually work towards providing a website and information that truly benefit them.